Predicting and explaining the adoption of online trading: An empirical study in Taiwan

Authors:
Ming-Chi Lee
Affiliations:
Department of Computer Science and Information Engineering, National Pingtung Institute of Commerce, No. 51, Minsheng E. Road Pingtung 900, Taiwan, ROC
Venue:
Decision Support Systems
Year:
2009

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Abstract

This study investigates how stock investors perceive and adopt online trading in Taiwan. We developed a research model which integrates perceived risk, perceived benefit and trust, together with technology acceptance model (TAM) and theory of planned behavior (TPB) perspectives to predict and explain investors' intention to use online trading. The model is examined through an empirical study involving 338 subjects using structural equation modeling techniques. The results provide support for the proposed research model and confirm its robustness in predicting investors' intentions to adopt online trading. In addition, this study provides some useful suggestions and/or implications for the academician and practitioners in the area of online trading.