Users' adoption of online trading: the Thai perspective.

Abstract

The purpose of this research is to examine what issues may affect investor adoption of Internet trading system based on investment behavior and Decomposed Version Theory of Planned Behavior (DTPB) in the Thai financial market. Feasibility of changing to a new service or system can be view from different perspectives, technical, operational, financial, and social/organizational. This paper using a research model based on the Decomposed Version Theory of Planned Behavior (DTPB) to identify the factors that affect investors’ adoption of Internet trading system. A multiple regression has been performed to investigate whether the hypothesized attributes and variables are correlated with behavior intention to adopt Internet trading system. After such analysis, the factors that influence the adoption of the Internet trading system have been identified, as well as the relationships between the factors. The results can be helpful to brokers and consumer educators for planning and provide consumer insight.

KEY WORDS: Adoption, Online trading, Internet trading, DTPB model, and SET