Title: Factors affecting market adoption toward futures derivatives in Vietnam

Authors: Phan Tran Trung Dzung; Nguyen Thi Ha Thanh; To Phuong Anh

Addresses: Faculty of Banking and Finance, Foreign Trade University, 91 Chua Lang St, Dong Da Dist., Ha Noi, Vietnam ' Faculty of Banking and Finance, Foreign Trade University, 91 Chua Lang St, Dong Da Dist., Ha Noi, Vietnam ' Faculty of Banking and Finance, Foreign Trade University, 91 Chua Lang St, Dong Da Dist., Ha Noi, Vietnam

Abstract: Customers' behavioural intention research frameworks are widely employed to predict adoption toward a new product. To understand the behavioural intentions related to investment and derivatives markets, the purpose of this study is to adapt the TPB model to investigate factors affecting market adoption towards futures products, which is a newly established derivatives market in Vietnam, using cross-disciplinary approach. Using primary data collected from 142 investors in Hanoi, statistical tests results indicated that TPB indicators such as attitudes, subjective norms, perceived behavioural control, and experience were significant predictors of investment intentions. The findings are consistent with prior research works and provide evidence of experience as further supporting the theory of planned behaviour on evaluating market adoption.

Keywords: consumer behaviour; derivatives; futures; market adoption; theory of planned behaviour; TPB; Vietnam.

DOI: 10.1504/IJBEM.2021.116564

International Journal of Business and Emerging Markets, 2021 Vol.13 No.3, pp.253 - 268

Received: 06 Aug 2019
Accepted: 31 Dec 2019
Published online: 28 Jul 2021 *

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