The Study of online stock trading consumer behavior and service quality

• Main Authors: Li-Wu Hsu, 許立武
• Other Authors: Wen-Hi Chih
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/36719381603298811874

碩士 === 國立東華大學 === 企業管理學系 === 90 === Domestic securities have launched online stock trading business so this function becomes a base condition for securities. If one security wants to gain big share in the stock market, it must enhance its online service quality, contents or commercial integration. Securities must provide service which depends on online stock trading consumers’ needs, but first securities have to understand what online stock trading consumers require and where they are. The purpose of this study is to find the key factors of online stock trading service quality by consumers’ aspects, and provide valuable reference for the existent or new entrant securities in implementing online stock trading service quality. Besides, this study conducts a consumers’ satisfaction survey, and makes some suggestions which achieve win-win situation. The result shows that different life-style or product involvement of consumers focus on different online stock trading service. Consumers are not satisfied with online stock trading service, so securities must focus on the importance service attributes that consumers really care. The result shows that the online trading consumers focus on three key service quality factors which are trading safety and convenience, richness of contents, and self-determine of trading process. Securities have objective criteria to evaluate the performance of implementing service quality and apply limited source on the important service quality attributes.