Title: The perceived valuation factors for mobile trading services

Authors: Kuang-Hsun Shih

Addresses: Department of Banking and Finance, Chinese Culture University, 55, Hwa-Kang Road, Yang-Ming-Shan, Taipei 11114, Taiwan

Abstract: This study adopts a method proposed by Ou Yang et al. (2008), to discuss cause–effect relationships and the relevant importance of investors| intentions to use a Mobile Trading System (MTS). The findings suggest that psychological risk is the overall core principal indicator of investors| evaluations. Interestingly, commission discount and gifts are perceived as relatively unimportant. Telephone trading still attracts the attention of investors owing to its benefits of space and time, as well as lower performance risk.

Keywords: mobile banking; banking innovation; mobile communications; mobile trading; banking operations; cause–effect relationships; investor intentions; psychological risk; commission discount; gifts; telephone trading; phone trading; perceived value; electronic trading; e-trading; e-banking; electronic banking; m-banking; m-trading; online banking.

DOI: 10.1504/IJMC.2010.035484

International Journal of Mobile Communications, 2010 Vol.8 No.6, pp.689 - 707

Published online: 30 Sep 2010 *

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