Application of Planned Behaviour Theory in Chinese Market

Yixin Dong

2025

Abstract

The Theory of Planned Behaviour, as a famous theory used to predict behaviour, also takes part in Chinese economic market. This study aims to explore the application of TPB theory in specific research aspects such as Chinese stock market, fund investment and personal finance and analyse the influencing factors and mechanisms of specific research variables such as investor sentiment, risk appetite and investment decision. This essay begins with the introduction of basic definition of TPB theory and connect them with investment decision and actual behaviour. Furthermore, this research explores and lists the limitation of TPB theory and provide future solution eventually. This research improves the universality and flexibility of its findings, guaranteeing their application in distinct culture and policy contexts by including the surveys from other countries. Ultimately, the significance and future expectations of theory and practice are discussed, expanding the application of TPB theory with other fields. These results help to deepen the understanding of investor behaviour and provide theoretical basis for financial institutions to formulate marketing strategies and investor education programs.

Paper Citation

in Harvard Style

Dong Y. (2025). Application of Planned Behaviour Theory in Chinese Market. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 5-9. DOI: 10.5220/0013829500004719

in Bibtex Style

@conference{iceml25,
author={Yixin Dong},
title={Application of Planned Behaviour Theory in Chinese Market},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={5-9},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013829500004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - Application of Planned Behaviour Theory in Chinese Market
SN - 978-989-758-775-7
AU - Dong Y.
PY - 2025
SP - 5
EP - 9
DO - 10.5220/0013829500004719
PB - SciTePress