The Factors Influencing Intention to Use Mobile Stock Trading Services

The Factors Influencing Intention to Use Mobile Stock Trading Services

  As the development of wireless technologies continue, mobile stock trading has become a new channel for companies to reach their customers. This study examines the factors affecting customer acceptance of mobile stock trading services. The research model based on the previous studies was established and the research hypotheses were generated. The test results based on the data gathered from 103 users of mobile stock trading services show that relative advantage, security risk, social influence, and trading frequency influence the intention to reuse mobile trading services. The results also support that information quality is positively related to relative advantage, and interface quality is negatively related to complexity. It is considered that the study results may help managers to increase customer use of mobile stock trading services.