Iranian Financial Engineering Association(IFEA) International Journal of Finance & Managerial Accounting 2588-4379 11 42 2026 06 01 Analysis of the importance of performance (IPMA) with the approach of integrating the five-factor model of personality and planned behavior on the investment intention of small shareholders in the stock market 149 160 23846 10.30495/ijfma.2025.77740.2137 EN Sedighe Nouraee PhD student in management and accounting, Islamic Azad University of Roudhen, Iran 0000-0001-6944-5057 Hoda Hemmati Assistant professor, member of the faculty of management and accounting department, Islamic Azad University, Roudhen, Iran Seyed Alireza Mirarab Baygi Assistant professor, member of the faculty of management and accounting department, Islamic Azad University, Roudhen, Iran Saber Khandan Alamdari Assistant professor, member of the faculty of management and accounting department, Islamic Azad University, Roudhen, Iran Journal Article 2024 06 14 The purpose of this research is performance importance analysis (IPMA), with the approach of combining the five-factor model of personality and the theory of planned behavior on the investment intention of retail shareholders. The research method is a description of the correlation type and the statistical population includes all small shareholders active in the Tehran Stock Exchange. The data collection tool was a researcher-made questionnaire. At the descriptive level of data analysis, average and standard deviation statistics were used. In addition, the data were analyzed by using SPSS26 and smart pls software through structural equation modeling.<br />This analysis is a useful analysis approach in PLS-SEM that extends the results of path coefficient estimation (significance) by adding a dimension. The data collection tool was a researcher-made questionnaire. At the descriptive level of data analysis, average and standard deviation statistics were used. In addition, the data were analyzed by using SPSS26 and smart pls software through structural equation modeling. http://www.ijfma.ir/article_23846_d006bce17dc2f016b118efb55be3e121.pdf