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

• Published in: Decision Support Systems Vol. 47; no. 2; pp. 133 - 142
• Main Author: Lee, Ming-Chi
• Format: Journal Article
• Language: English
• Published: Amsterdam Elsevier B.V 01.05.2009; Elsevier; Elsevier Sequoia S.A
• Subjects: Applied sciences; Computer science; control theory; systems; Computer systems and distributed systems. User interface; Decision theory. Utility theory; Exact sciences and technology; Investments; Investors; Mathematical models; Online securities trading; Online trading; Operational research and scientific management; Operational research. Management science; Perceived benefit; Perceived risk; Perceptions; Software; Studies; TAM; Technology Acceptance Model; Technology adoption; TPB; Trust; Taiwan; Perceived risk; TAM; Perceived benefit; Trust; Online trading; TPB; Acceptance; Structural equation modeling; Multipoint method; Empirical method; Risk perception; Modeling; Social psychology; Behavioral analysis; Confidence; Technology transfer; Intention; Robustness; Electronic trade; Planning; Investment
• ISSN: 0167-9236; 1873-5797
• DOI: 10.1016/j.dss.2009.02.003

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.