本論文將探討柬埔寨投資人的財務知識、參與狀況、市場品牌、對投資人參與股票意願的關係性分析，同時將納入政府態度、知覺價值分別做為干擾項及調和項。本研究採用便利問卷方式收集樣本，採樣對象為大學學生、企業主及在柬埔寨首都金邊市工作的人，共計發放250份網路問卷，其中195有效問卷回收，回收率達75%。根據實證結果，本研究發現財務知識、參與狀況、政府態度及知覺價值對投資人參與股票市場的皆具有正向的顯著影響，此外，知覺價值對財務知識、參與狀況具有正向關係。此結果顯示本文列示之因子確對投資人參與股票市場投資具有正向影響。 This research aims to examine the investor perception of stock market participation by measuring financial literacy, involvements, market branding, government attitude, perceived value and motivation with moderation and mediate effect. For this study, respondents were recruited by using convenience-sampling method, in total 250 questionnaires link were send through email to the university's student, owners and those employed in Phnom Penh city, Cambodia and only 195 questionnaires were valid able to yield about 75% response rate, then the study applied regressions analysis to test the hypothesis mediate and moderating effect. The study found that there is a relationship among different variables and motivation is significantly impact by financial literacy, involvements, government attitude and perceived value, also the study found that perceived value have positive relationship with financial literacy and involvements. The result shown those factors will strongly motivate local individual investors to invest share in stock market.
