| Summary: | 碩士 === 僑光科技大學 === 財務金融研究所 === 105 === ABSTRACT
The purpose of this study is to explore internet stock trading for investors by theory of planned behavior. Because, the development of the Internet, and the progress of science technology, the stock trading is no longer used telephone and clerk. The mobile phone and computer have changed people’s investing habits. This study hopes to discuss the behavioral intention of stock investors’ online transactions based on Theory of Planned Behavior (TPB). This study begins with the attitude of investors, subjective norms and behavior control, further analyze the behavior of stock investors.
This study used questionnaire to collect 450 valid samples from Taiwan investors. This paper finds that (a) The internet stock trading for investors is consistent with the theory of planned behavior. (b) These stock investors have more acceptance on network, their investment attitude are higher. (c) The maximal impact of behavioral intention on internet stock trading for investors was resources, opportunities and capacity conditions. The study suggests that the securities companies should provide fast and stable web server, while expanding high resource or high-capacity groups by great effort to enhance the turnover on internet stock trading, to reduce securities companies operating costs, in order to improve profit.
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