دانلود رایگان مقاله لاتین سرمایه گذاران بازار سهام از سایت الزویر


عنوان فارسی مقاله:

هدف استفاده از سیستم های واسطه ای خانگی از دیدگاه سرمایه گذاران بازار سهام 


عنوان انگلیسی مقاله:

Intention of use of home broker systems from the stock market investors' perspective


سال انتشار : 2016



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2. Theoretical references 

2.1. E-brokerage E-brokerage is the intermediation process between buyers and sellers enabled by the Internet. In this article, the e-brokerage concept is applied to the financial market, particularly to the process of buying and selling company stocks. As argued by Dasgupta and Dickinson (1998), the process of investing in the stock market comprises four steps, namely: (1) sending of a purchase order; (2) routing of this order up to its execution; (3) setting of a price; and (4) confirmation of the purchase order. With respect to the electronic process, according to Costa and Joia (2006), the investors input their purchase/sale order directly via their computers. The orders are then sent by the brokerage house to the Stock Exchange that seeks to match the purchase and sale prices in order to obtain the best bid. Because the e-brokerage process needs less intermediary agents, costs are lower than the traditional brokerage fee, as the Internet enables companies to provide services via the network with little or no human intervention (Voss, 2000). According to Sharma and Bingi (2000), this cost reduction is passed on to the investor who usually has lower brokerage expenses for operating via home brokerage systems. However, as supported by Roca et al. (2009), the modus operandi associated with stock trading via Internet-based systems is quite peculiar and specific, thereby justifying original research about this issue that not only aims to simulate online banking research. This is due to the dynamic characteristics of this process, as well as regulatory, legal, tributary and other frameworks associated with stock trading by individual investors. In line with this, Roca et al. (2009) argue that there are huge differences between online investing and online banking, suggesting that most of the models developed for Internet banking are not applicable unless they are adjusted to home broker systems. Lastly, Konana and Balasubramanian (2005) support that studies about the acceptance of online investing systems must be more holistic than studies about Internet banking adoption, so as to take into consideration several factors overlooked by the latter, one of these being investor satisfaction with the system. 2.2. Information systems acceptance models Academics and practitioners of Information Systems (IS) have investigated the reasons behind user resistance to adopt an IS (Benbasat & Barki, 2007). Consequently, several approaches have been used to assess information systems, in order to forecast how users will respond to them, so as to improve their use. Among these approaches, one can highlight the Theory of Reasoned Action (TRA), the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM) with its various variants, as explained below. 2.2.1. Theory of Reasoned Action (TRA) The Theory of Reasoned Action (TRA), with its roots in the Social Psychology field, seeks to identify intentional and conscious behavior antecedents (Fishbein & Ajzen, 1975). The TRA assumes that people behave rationally, evaluating what they can gain or lose through their attitudes. Therefore, their ideas, personal goals, values, beliefs and attitudes influence their behavior. If, for instance, people believe that sharing knowledge will bring them benefits, they will support sharing behavior (Fishbein & Ajzen, 1975). Moreover, the behavior intention is also influenced by extant subjective norms, namely the perception people have that people who are important to them believe they are expected to behave in a certain way. Fig. 1 depicts the relationship among constructs in the Theory of Reasoned Action.



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