Individual investors' attitude towards online stock trading: some evidence from a developing country
by Rajdeep Kumar Raut; Niladri Das
International Journal of Economics and Business Research (IJEBR), Vol. 14, No. 3/4, 2017

Abstract: The present study attempts to investigate the individual investors' intention to use online stock trading in the Indian capital market using the theory of planned behaviour (TPB). Responses were collected from 280 individual investors applying convenience sampling approach. Data was analysed using structural equation modelling (SEM) to evaluate the investors' attitude for online investment, influence of social pressure and perceived behavioural control on the intention for online investing and finally on actual usage. The findings reported that the TPB model was supporting the objective of this study and all the constructs have shown positive influence on online investment behaviour. Attitude towards online trading was found to be most influencing factor whereas subjective norms showed its least impact on intention of individual investors.

Online publication date: Mon, 16-Oct-2017

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