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

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摘要

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.

论文关键词:Online trading,Perceived benefit,Perceived risk,Trust,TPB,TAM

论文评审过程:Received 25 December 2007, Revised 28 January 2009, Accepted 9 February 2009, Available online 21 February 2009.

论文官网地址:https://doi.org/10.1016/j.dss.2009.02.003