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Applicability of theory of planned behavior in predicting intention to trade online

Author

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  • M. Gopi
  • T. Ramayah

Abstract

Purpose - The purpose of this paper is to identify factors that influence the intention to use internet stock trading among investors in Malaysia. Design/methodology/approach - A structured questionnaire was used to collect data from investors who are aware of internet stock trading in Malayisa. Out of 300 questionnaire only 144 were usable. Findings - Findings show that attitude, subjective norm and perceived behavioral control has a direct positive relationship towards behavioral intention to use internet stock trading. The theory of planned behavior can be used to explain variation in behavioral intention and actual usage. Research limitations/implications - More variations of results could be gained through a wider coverage of respondents. Other factors such as descriptive norm and perceived usefulness should be used to increase the explanatory power of the dependent variable. A comparison of the same study of explanatory power between other intention‐based model could give another valuable contribution. Practical implications - This study will provide information on factors that influence and affect investor's intention to use online stock trading. In addition, the result of the study could serve as a guideline by online stock broking organizations in understanding the factors and program that need to be instilled to increase online stock trading among current retail investors and future investors. Originality/value - Not much has been written on understanding intention to use internet stock trading in a developing country.

Suggested Citation

  • M. Gopi & T. Ramayah, 2007. "Applicability of theory of planned behavior in predicting intention to trade online," International Journal of Emerging Markets, Emerald Group Publishing Limited, vol. 2(4), pages 348-360, October.
    • Handle: RePEc:eme:ijoemp:17468800710824509
    DOI: 10.1108/17468800710824509
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    Citations

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    Cited by:

    1. Rajdeep Kumar Raut & Rohit Kumar, 2023. "Do Values Predict Socially Responsible Investment Decisions? Measuring the Moderating Effects of Gender," Journal of Emerging Market Finance, Institute for Financial Management and Research, vol. 22(2), pages 189-214, June.
    2. Heena Thanki Joshi & Meghna Dangi, 2024. "Are Retail Investors in Emerging Economies SRI Ready?," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 49(2), pages 256-274, May.

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