Technology Acceptance Determinants and Individual Equity Investment Decision – A SEM Analysis
S. Hemalatha
Dr. S. Hemalatha, Associate Professor, Department of Maritime Commerce, Academy of Maritime Education and Training, AMET University, (Tamil Nadu), India.
Manuscript received on 22 April 2019 | Revised Manuscript received on 01 May 2019 | Manuscript Published on 05 May 2019 | PP: 396-403 | Volume-8 Issue-2S2, May 2019 | Retrieval Number: B10830182S219/19©BEIESP
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Abstract: Investors have variety of investment avenues to invest inn. But the objective of any investment is to increase return with decreasing risk. Investors prefer equity shares investment as a major investment as it gives back huge profits. Individual investors consider many factors while investing in equity investment viz., capital appreciation, regular and high rate of dividend, voting rights , issue of bonus shares or right shares, quick profit, liquidity, get rick quickly philosophy. In today’s dynamic environment most of the people are connected to the internet. One of the important areas that were affected by IT sector was stock broking services. The online securities trading denotes providing internet trading platform to trade securities. Technological acceptance determinants like perceived ease of use, perceived trust, perceived benefit, perceived behavioural control, perceived usefulness, subjective norms, attitude, perceived risk plays a vital role in adopting online share trading. Innovation Diffusion Theory which was developed by Roger identified five kind of adoption : Innovator, early adopter, early majority, late majority and laggards. Adoption of online share trading also depends on Individual’s innovativeness level. The current study aims to identify the inter relationship among technological acceptance determinants, intention to use online share trading, innovativeness, investment in equity shares and factors influencing individual equity investment decision such as regular dividend, voting rights, capital appreciation, issue of bonus share/right issue, better liquidity and get rich quick philosophy. In order to achieve this objective, the current study has applied the technological acceptance determinants as a source of enhancing intention to trade shares online in improving individual equity investment decision with innovativeness has been applied in the current study.
Keywords: Technological Acceptance Determinants, Online Share Trading, Innovation Diffusion Theory, Equity Investment Decision.
Scope of the Article: Music Modelling and Analysis