ТИПИ І ПРИНЦИПИ ПОВЕДІНКИ ІНВЕСТОРІВ НА ФІНАНСОВИХ РИНКАХ В УМОВАХ ЦИФРОВОЇ ЕКОНОМІКИ

Abstract

Effective involvement of all components of the investment space (investment activity, investment process, investment climate, investment attractiveness etc.), and the use of appropriate investment tools and levers depends on the behavior of existing investors and the results. A better understandingof the interests, motives and needs of the investor in the existing investment dimension will allow the study of various types of investment behavior and principles of its formation, which makes the chosen topic of scientific research relevant and timely. The purpose of the article is to study scientific and practical aspects of the types and principles of the investors’ behavior in financial markets in the conditions of the digital economy. Within this scientific research it was established the following: individual investors tend to take more risks (have a greater risk appetite) than the companies-investors; capital investments of the subject of the investment process depend on the available liquidity; capital investment of the company affect the level of providing consumers with goods and services. Therefore, the problem of choice, and the problem of making rational decision become the main subjects of the study of financial behavior.The main types of the investors’ behavior in the financial markets are studied, which include regulatory-limited, unlimited, and limited. It is established that the specified types of the investment behavior turn into styles and strategies characteristic of each investor.The main principles of behavior (rationality, alternatives, substitution, individualization, limitations, expectations, evaluation, adaptation, and divergence) that create the conditions, form behavioral patterns, determine the rules of the game in the market, establish norms and restrictions are identifiedand characterized.It is proved that principles can be based on habits or traditional norms, by which the investor’s behavior is automatically reproduced, without much thought. But in the conditions of the market economy and development of digitalization in all spheres of the activity, these principles act as the determinants ofbehavior, forcing a person to take them into account and consciously apply them every time.