| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 97 === According to the statistics given by Taiwan Stock Exchange Corporation, the proportion of trading via Internet is merely 19%, compared to the whole stock exchange market. By the end of Aug. 2008, the number of people owning accounts is 14 million, while only 4.29 million of them opened electronic accounts. Further more, the amounts of money operated in the market via electronic ways accounts for only 42.74%. All conditions stated above show there are still a great number of potential investors who might track via the internet.
The object of the research is base on the investors who ordered via Internet in the past. Its purpose is to identify the connections between the factors which affect the behavior of ordering via Internt: External Motive, Inherent Motive, Trust and Transaction Cost, on Behavioral Intention through Perceived Usefulness, Perceived Ease of Use and Attitude. This research adopts the investigation method of the questionnaire, and the valid questionnaire counts 408. Structural Equation Modeling was adopted to verify hypothesis.
The results empirical and statistic analysis lead to six conclusions as follows: (1)External parameters - External Motive, Inherent Motive, Trust and Transaction Cost significantly affect Perceived Usefulness, Attitude and Behavioral Intention positively; (2)External parameter - Trust significantly affects Perceived Usefulness and Perceived Ease of Use negatively; (3)Transaction Cost significantly affects Attitude negatively; (4) Perceived Ease of Use significantly affects Perceived Usefulness and Attitude positively; (5)Perceived Usefulness significantly affects Attitude positively; (6)The most influential strength towards the Behavioral Intention is Perceived Ease of Use, and the remaining dimensions listed in order of importance are, Perceived Usefulness, Attitude, Trust, Transaction Cost, External Motive and Inherent Motive. Finally, on the framework and evidence results, the study intends to propose a few suggestions for management practice and continual research.
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