A Study of Theory of Planned Behavior and Switching Costs of Investors on the Intention of Using Online Stock Trading

• Main Authors: YANG, PO-YAO, 楊柏燿
• Other Authors: CHIU, KUANG-HUI
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/68303777772504421729

碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 98 === Online stock trading does have a lower cost and convenience from the investor's perspective. But, some investors, who like the traditional manual stock trading, do not only consider lower cost and convenience. In addition to tangible profits, the switching costs also should be considered. If it is assessed the cost of the switched, will be risk or non-effectiveness, investors who like the traditional manual stock trading will not choose switch the stock trading method. The study investigates the intention of using online stock trading for investors in Taiwan by using theory of planned behavior and switching costs. The questionnaires, sample number with 152 valid, are used in this study. The major research results are summarized as follows : 1.Investor on the use of attitude for online stock trading have a positive impact on their intention to use 2.Investor on the subjective norm or online stock trading have a positive impact on their intention to use 3.Investor on the perceived behavioral control for online stock trading have a positive impact on their intention to use 4.Switching costs will be the the moderating effects on the attitude and perceived behavioral control and intention to use for online stock trading, but doesn’t for subjective norm and intention to use