Based on investment behavior and innovation diffusion theories, intention to adopt online trading was investigated using 2000 01 MacroMonitor data. The impacts of the following determinants were examined: investment related factors (type of brokerage accounts and trading frequency and volume); psychological factors (confidence, investment risk preference, price sensitivity, attitudes toward human interaction, and investment decision making style); technology related issues (familiarity with online shopping and banking); and demographics. Investors who are younger and more willing to take investment risk intend to adopt online trading, whereas investors who value human interaction and those with full brokerage accounts do not have an intention to adopt. Key words: Online Trading, Online Investment, Adoption, Diffusion, E commerce, Innovation

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