Personal innovativeness, security and privacy as determinants of e-trading adoption

Authors:
J. C. Roca;J.J. Garcia Machado;J.J. De La Vega
Affiliations:
Department of Financial Economics, Accounting and Operational Management, University of Huelva, Plaza de la Merced, No. 11, 21002, Huelva, Spain.;Department of Financial Economics, Accounting and Operational Management, University of Huelva, Plaza de la Merced, No. 11, 21002, Huelva, Spain.;Department of Financial Economics, Accounting and Operational Management, University of Huelva, Plaza de la Merced, No. 11, 21002, Huelva, Spain
Venue:
International Journal of Electronic Finance
Year:
2010

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Abstract

Motivated by the growing interest in electronic brokerage firms, we focus our research questions on examining the factors that contribute to acceptance of online trading systems. The research model, based on a Technology Acceptance Model (TAM) and added perceived security, perceived privacy and personal innovativeness, was tested by means of a Partial Least Square (PLS) modelling approach. The findings indicate that perceived security, Perceived Usefulness (PU) and personal innovativeness are positively related to behavioural intentions.