Abstract
As of today, various specific classes are being created, due to the increase in single-person households and the increase in elderly population for the super-aged society. For this, their lifestyle, value types can be not the same and their monetary plan and strategy can be various as well, leading to various investment behavior. So, this study tried to examine the effect of value type on investment behavior intention and the mediating effect of financial perception. For the purpose of this study, the hypotheses established in this study were tested on 412 valid samples. As a result of the analysis, it was confirmed that the value type would have a positive (+) effect on financial perception as a Hypothesis 1, and the value types would have a positive (+) effect on investment behavior intention as a Hypothesis 2. In addition, it was confirmed that the financial perception will have a positive (+) effect on investment behavior intention as a hypothesis 3. Finally, as a result of testing the mediating effect of financial perception as a Hypothesis 4, the significance was finally confirmed. These research results can contribute to maximizing investors' investment behavior if financial companies such as finance and real estate examine customers' propensity to value in future marketing strategies and encourage them to secure sound and reasonable financial consciousness by providing additional and optionally information. It is believed that this will soon contribute to the improvement of individual economic capabilities.
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