ZENITH International Journal of Multidisciplinary Research
Year : 2019, Volume : 9, Issue : 3
First page : ( 136) Last page : ( 148)
Online ISSN : 2231-5780.

Adoption of online share trading: A technology acceptance perspective: (A study with reference to individual equity investors in Chennai City)

Dr. Hemalatha S.

Associate Professor, Amet University, Chennai

Online published on 2 April, 2019.

Abstract

Internet has brought the revolutionary impact for the way of traditional share trading. online trading allows the investor to trade through an internet site where banks and demat accounts are electronically integrated. There are some technological acceptance determinants which influences the intention of the individual investors to trade shares online. The purpose of the paper is to find out the influence between technological acceptance determinants and intention to trade shares online. The proposed research framework is TAM based, extended with relevant constructs that are essential for online share trading. Significance of the factors included in the model is tested using regression anlaysis. Data collected from 374 individual investors in Chennai. From the results, three investigated factors (viz., Perceived Benefit, Perceived Ease of Use, Attitude)are proven to be significant. The result of the study shed light to the corporate, stock brokers firm, stock exchanges, depository participants, academicians, policy makers about the perception of the online share traders.

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Keywords

Technology Acceptance Determinants, TAM, online share trading.

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