Designing a Model to Explain the Financial Literacy of Retail Investors in the Capital

Given the dynamic changes in economic environments, especially in the area of financial markets, which are particularly complex, improving the financial knowledge of investors as a subset of financial literacy, seems a necessity so that investors can make decisions that are more informed. This clearly highlights the need for analysis and research in this area and analysis of the issue of financial literacy. Therefore, the main issue in this study is how to measure the financial literacy of micro-investors in Iran and what is the local pattern of development of financial literacy of micro-investors in Iran? To this end, a comprehensive model is designed to integrate knowledge, behavior, and financial attitudes. In this regard, in the present study, the qualitative research approach has been used, which in the qualitative method has used the data theory method or grounded theory. In order to analyze the qualitative data, the continuous comparison method has been used during the three stages of open, axial and selective coding. Qualitative findings are analyzed and finally after the above results; Financial literacy assessment model based on criteria 1) attitude; 2) financial knowledge and understanding; 3) skills; 4) training, information and security; 5) Individual general information was determined. Also, following the grounded theory approach, selective coding was done and the study hypotheses were developed based on the financial literacy paradigm model to test the factors affecting financial literacy that have been developed from a qualitative stage.