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Abstract
This study aims to explore the relationship between Perceived Value, Social and Cultural Aspects, Brand Attributes, Product and Service Attributes, Behavioral Aspects, and Investor Financial Well-being. It seeks to identify how these different dimensions influence Investor Financial Well-being. A quantitative approach was adopted, collecting responses from 316 stock market investors in Rupandehi District using a structured questionnaire and convenience sampling. Data was analyzed using statistical tools, including PLS-SEM software, which involved assessment of measurement items, model fit evaluation, Importance-Performance Map Analysis (IPMA), and bootstrapping techniques for hypothesis testing. The results revealed that Behavioral Aspects, Perceived Value, and Social and Cultural Aspects are key predictors of Investor Financial Well-being. These determinants significantly contribute to Investor financial well-being. Therefore, stock market management should consider these aspects to enhance investor satisfaction and well-being. By understanding and reformulating policies based on these factors, there is a greater potential to improve Investor financial Well-being. Keywords: Investor financial well-being, Perceived value, Behavioral aspect, Social and cultural aspect, Brand attributes, Product and Service attributes.