Title: Importance of perceived security, perceived privacy and website design of active online investors: an Indian market perspective

Authors: Shalini Gautam; Priyanka Malik

Addresses: Delhi Metropolitan Education, Guru Gobind Singh Indraprastha University, Noida, India ' Amity International Business School, Amity University, Noida, India

Abstract: This study was undertaken to explore the determinants which affect the behaviour intention of individuals to make online investments. The technology acceptance model (TAM) was extended by adding perceived security, perceived privacy, and website security. The conceptual model of the study was tested on 220 respondents using the structural equation model (SEM). The findings indicate that perceived ease of use and security are significantly associated with the intention of the consumer to use online investments whereas perceived usefulness is not found to have a statistically significant impact on the intention of the individuals to make online investments. The website design and perceived security contribute to users' perceived ease of use and perceived usefulness but perceived privacy does not contribute to either of them. The present research provides a guide to the organisations which are providing online investment services to individuals and helps them to identify the factors which make the entire process of online investments smooth for an individual.

Keywords: perceived security; perceived privacy; website design; behaviour intention; online investment behaviour.

DOI: 10.1504/IJEF.2022.120349

International Journal of Electronic Finance, 2022 Vol.11 No.1, pp.30 - 48

Received: 10 Sep 2020
Accepted: 01 Sep 2021
Published online: 17 Jan 2022 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article