Factors that can influence investors to use the non-online trading channel in the Thai stock market.

Abstract

The purpose of this research is to find factors that can influence investors to use the traditional non-online trading channel in the Thai stock market. This study will help the Stock Exchange of Thailand and many brokerage firms to better understand investor attitudes toward the non-online trading channel, so that they can find an appropriate way to serve these investors. A qualitative research methodology, namely semi-structured interviews, are used for this research The result of this research shows that there are five important factors that influence investors to use the non-online trading channel: investment consultant behavior, the adoption of technology, the availability of investors, attitudes toward incorrect orders (mistakes), and investor trading behavior. All of these factors can influence investors to use non-online trading channel.

KEY WORDS: Non-online trading channel / Stock Exchange of Thailand / Brokerage firm / Investment consultant