A Conceptual Framework for Online Stock Trading Service Adoption

Globalization and recent advancement in the deployment of Internet and related technologies, have significantly transformed all sectors of the modern economy. For instance, electronic service has enabled the application of Internet platform in stock trading, thereby empowering individuals across diverse location to engage in trading activities. As established by extant theories on technology acceptance, individuals are expected to exhibit different attitude and behaviour towards new technology. This study aims to develop a conceptual model, which can explain the antecedents of individual investors’ intention to adopt online stock trading service. Specifically, this study identifies three new constructs (trust perception, investors’ knowledge and economic value) by integrating theory of planed behavior (TPB) and technology acceptance model (TAM), with perspective from transaction cost theory (TCT).