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Applicability of theory of planned behavior in predicting intention to trade online Some evidence from a developing country

Applicability of theory of planned behavior in predicting intention to trade online Some evidence... Purpose – The purpose of this paper is to identify factors that influence the intention to use internet stock trading among investors in Malaysia. Design/methodology/approach – A structured questionnaire was used to collect data from investors who are aware of internet stock trading in Malayisa. Out of 300 questionnaire only 144 were usable. Findings – Findings show that attitude, subjective norm and perceived behavioral control has a direct positive relationship towards behavioral intention to use internet stock trading. The theory of planned behavior can be used to explain variation in behavioral intention and actual usage. Research limitations/implications – More variations of results could be gained through a wider coverage of respondents. Other factors such as descriptive norm and perceived usefulness should be used to increase the explanatory power of the dependent variable. A comparison of the same study of explanatory power between other intention‐based model could give another valuable contribution. Practical implications – This study will provide information on factors that influence and affect investor's intention to use online stock trading. In addition, the result of the study could serve as a guideline by online stock broking organizations in understanding the factors and program that need to be instilled to increase online stock trading among current retail investors and future investors. Originality/value – Not much has been written on understanding intention to use internet stock trading in a developing country. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Emerging Markets Emerald Publishing

Applicability of theory of planned behavior in predicting intention to trade online Some evidence from a developing country

International Journal of Emerging Markets , Volume 2 (4): 13 – Oct 2, 2007

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References (48)

Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
1746-8809
DOI
10.1108/17468800710824509
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to identify factors that influence the intention to use internet stock trading among investors in Malaysia. Design/methodology/approach – A structured questionnaire was used to collect data from investors who are aware of internet stock trading in Malayisa. Out of 300 questionnaire only 144 were usable. Findings – Findings show that attitude, subjective norm and perceived behavioral control has a direct positive relationship towards behavioral intention to use internet stock trading. The theory of planned behavior can be used to explain variation in behavioral intention and actual usage. Research limitations/implications – More variations of results could be gained through a wider coverage of respondents. Other factors such as descriptive norm and perceived usefulness should be used to increase the explanatory power of the dependent variable. A comparison of the same study of explanatory power between other intention‐based model could give another valuable contribution. Practical implications – This study will provide information on factors that influence and affect investor's intention to use online stock trading. In addition, the result of the study could serve as a guideline by online stock broking organizations in understanding the factors and program that need to be instilled to increase online stock trading among current retail investors and future investors. Originality/value – Not much has been written on understanding intention to use internet stock trading in a developing country.

Journal

International Journal of Emerging MarketsEmerald Publishing

Published: Oct 2, 2007

Keywords: Internet; Stocks; Individual behaviour; Developing countries; Malaysia

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