The correlation analysis of online brokers web contents’ layout and interaction on “perceived ease of read” and user information adoption perspectives

• Main Authors: Kuan-Jen Huang, 黃寬仁
• Other Authors: Chun-Hung Huang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/37422816949655711083

碩士 === 銘傳大學 === 資訊管理學系碩士在職專班 === 100 === Increasingly adopting online trading, security brokerage firms have made online trading as one of their major trading channels for their investors. Online trading not only provides the convenience for investors but also the new various sources of financial information. The financial information should help investors to make better decisions on their investment. In fact, security firms should provide more diversified and useful financial information for online investors to help their investment. Those information including news and research reports should be integrated together online for investors to make their investing decisions better and quicker. In practice, the satisfactions of usability and interaction between investors and web contents that provide financial information (Garrity et al., 2005) will generate so called “perceived ease of read” (Garrity et al., 2007) for investors. In Wang’s research on online trading of TAM（2005）, the result of research has revealed the highly correlation between investors trading and “perceived ease of read” generated from those web contents. In this study, it uses online brokers as the research objects . Based on the survey from 200 questionnaires, this research concludes the following points: 1. The layouts of web sites and web pages have highly correlation with investors’ “perceived ease of read”. 2. The interaction between web contents and the information has highly correction with “perceived ease of read”. 3. Investors’ adoption of information has highly positive correlation with “perceived ease of read”. Based on these points, this study makes two suggestions for online brokerage firms. 1. To strengthen the integration of real-time information on the web pages and web sites: online brokerage firms should strengthen their integration design of website on their investors’ portfolio real-time and market’s quotation, daily charts and many others real-time information. 2. To strengthen the “perceived ease of read” of the web contents for improving investors’ ease of information adoption: online brokerage firms should focus on improving “perceived ease of read” to help their investors to gather essential information promptly to make more profit on their investment.