Modeling the role of behavioral characteristics and financial literacy of real investors on financial management behavior in the Iranian stock market

The financial management behavior of a real investor is influenced by his behavioral characteristics and financial knowledge, explains how a person reacts when faced with financial events and affects the life of the capital market by affecting his life.The purpose of this study is to design a model of the role of behavioral characteristics and financial literacy of real investors on the behavior of financial management in the Iranian stock market. The research design is qualitative with grounded theory. In-depth interviews were conducted with 20 professors of accounting, business management and financial management in the country's universities and managers and senior experts of Tehran Stock Exchange using the "snowball" sampling method. The results indicate that the model of the role of behavioral characteristics and financial literacy of real investors on financial management behavior includes 18 dimensions as: casual conditions(1. personal beliefs, 2. personality traits, 3. behavioral characteristics, 4. financial literacy) , contextual conditions (5. Personal and social values, 6. Emotional factors, 7. Information and awareness, 8. Financial intelligence), Intervention conditions (9. Financial institutions, 10.Verbal communication, 11.Financial anxiety, 12 Behavioral biases), strategy (13.Risk management, 14. Investment decisions, 15. Financial literacy training) and outcome (16.Investment profitability, 17. Financial security, and 18. Investors' satisfaction). Investors' financial management behavior makes the process of their decisions in the stock market predictable, so applying the model of behavioral characteristics and financial literacy of real investors to understand the financial management behavior in the Iranian stock market, is very important and necessary.