Modeling electronic service acceptance of an e‐securities trading system
Abstract
Purpose
The purpose of this paper is to consider the technology acceptance model (TAM) in the context of internet securities trading. It examines the antecedents of perceived usefulness and explores the role of trust and attitude of securities investors toward usage. The behavioural intention of investors to use the internet securities trading service is influenced by perceived usefulness, attitude toward usage, and trust.
Design/methodology/approach
The paper uses survey research to explore the determinants in the e‐securities trading acceptance model.
Findings
The findings show five antecedents have a positive impact on perceived usefulness. These are ease‐of‐use, information quality, accessibility, trust, and flow control of the securities trading process. Respondents identify the highest benefit as the flow control of the securities trading processes via the internet channel.
Practical implications
The results suggest that investors prefer to have the freedom to control the details of the process when trading securities. In addition, trust is important for all levels of the TAM process. Trust has a large impact which is mediated through both perceived usefulness and attitude toward usage. There is a weaker direct impact on intention to use.
Originality/value
This paper includes a more comprehensive measurement of the antecedents of perceived usefulness such as ease‐of‐use, information quality, accessibility, flow control, and trust. It also demonstrates the importance of trust in explaining the psychological attitudes toward the service.
Keywords
Citation
Rotchanakitumnuai, S. and Speece, M. (2009), "Modeling electronic service acceptance of an e‐securities trading system", Industrial Management & Data Systems, Vol. 109 No. 8, pp. 1069-1084. https://doi.org/10.1108/02635570910991300
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited