Factors Influencing the Adoption of Online Trading: A Study of Individual Investors.

Abstract

This study investigates demographic factors influence on investors’ behaviour in adopting online trading and to determine success factors and resistance factors affecting adoption of online trading. We developed a research model which integrates Perceived Usefulness, Perceived Benefits, Perceived Ease of Use, Attitude, and Subjective norms, Perceived Behavioral Control, Perceived Risk, Trust and Intention to adopt online trading. Data were collected with the help of structured questionnaire which was further subjected to chi-square test and factor analysis of respondents in SPSS and SPSS AMOS respectively. Results shows that home ownership, income, trading experience and occupation effect the adoption of online trading but marital status, age, gender, education, type of trade and trading frequency does no effect adoption of online trading. Similarly perceived benefit and perceived risk has no direct impact on adoption of online trading.