A decomposed theory of reasoned action to explain intention to use Internet stock trading among Malaysian investors

This article studied factors influencing the intention to use Internet stock trading among investors in Malaysia. To achieve this objective, this study selected the decomposed theory of reasoned action as a theoretical basis to explain variation in intention to use. Structured questionnaires were used to collect data from 144 current and potential investors who are aware of Internet stock trading in Malayisa. Findings show that attitude and subjective norm have a direct positive relationship towards behavioral intention to use Internet stock trading. Attitude was significantly influenced by perceived ease of use and perceived usefulness whereas subjective norm was significantly influenced by injunctive norm and descriptive norm which were proposed as antecedents. In addition the results of the study could serve as a guideline for online stock broking organizations in understanding the factors and programs that need to be initiated to increase online stock trading among current and potential retail investors. As not much has been written on decomposed theory of reasoned action, particularly in Internet stock trading, this study adds to the literature of understanding intention to use a technology in a developing country. (C) 2009 Elsevier Ltd. All rights reserved.