Effect of Perceived Technology Acceptance on Online Stock Trading Behavior: An Empirical Analysis

K.U. Jayalakshmi; H.L. Chidananda; K. Harshitha

doi:10.31181/dma31202536

Authors

Jayalakshmi K U School of Economics and Commerce, CMR University, Bangalore, India https://orcid.org/0000-0001-9838-1478
Chidananda H L School of Economics and Commerce, CMR University, Bangalore, India https://orcid.org/0000-0003-2396-9837
Harshitha K Department of Commerce, Multidisciplinary Constituent College for Women, Malleshwaram, Bengaluru, Karnataka 560003, India https://orcid.org/0000-0003-2775-2694

DOI:

https://doi.org/10.31181/dma31202536

Keywords:

Perceived benefit, Perceived ease of use, Perceived usefulness, Online stock trading

Abstract

This study investigates the influence of perceived technology acceptance on the online stock trading behavior of retail investors. The objective of this research is to examine the predictors of online stock trading behavior and their impact. Using a regression model, the findings reveal that perceived usefulness, perceived ease of use, and perceived benefit significantly contribute to and promote online stock trading behavior. The standardized coefficients indicate a strong positive relationship between perceived usefulness (β = 0.838), perceived ease of use (β = 0.727), and perceived benefit (β = 0.783) with online stock trading behavior. The results suggest that retail investors are more inclined to engage in online stock trading when they perceive technology as useful, easy to use, and beneficial. This study underscores the pivotal role of technological applications in shaping the behavior of retail investors in the online stock trading environment, shedding light on the factors that drive participation in this increasingly digitized investment landscape.

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