The Adoption of Online Stock Trading: An Empircial Study in Taiwan

• Main Authors: Shi-Yi Yang, 楊士儀
• Other Authors: Ming-chi Li
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/60124998503729589604

碩士 === 國立屏東商業技術學院 === 資訊管理系 === 95 === With the increasing popularity of the internet, Internet-based stock trading has been a highly profitable e-commerce application in recent years. However, few studies have investigated what factors will influence investigators’ behavioral intentions in this area. With a better understanding of these factors’ role in users’ behavioral intention, brokers should be able to make adjustments in their marketing plans that might help to provide them with a sustainable advantage over their competition. This study extends TAM with TPB that incorporates trust and cost as external factors to explain investors’ intention on the adoption of internet-based stock trading. The proposed model is tested based on 258 responses obtained through network questionnaires. A SEM analysis was conducted to predict investigators’ acceptance of a new system from a measure of their perceptions, beliefs, attitudes, and usage behavior. Results show that attitude, perceived behavior control, and cost significantly influence investors’ intention towards adopting Online stock trading. Trust indirectly influences intention through attitude, Perceived behavior control, and subjective norm.