Applicability of theory of planned behavior in predicting intention to trade online

M. Gopi and T. Ramayah

International Journal of Emerging Markets, 2007, vol. 2, issue 4, 348-360

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.

Keywords: Internet; Stocks; Individual behaviour; Developing countries; Malaysia (search for similar items in EconPapers)
Date: 2007
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:ijoemp:17468800710824509

DOI: 10.1108/17468800710824509

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