| dc.description.abstract | The purposes of this research were to (1) construct model in explaining
acceptance of algorithm stock trading of investors in Stock Exchange of Thailand (SET)
and (2) compare this model with the acceptance model of online trading. Based
originally on technology acceptance model (TAM), theory of reasoned action (TRA), and
concept of perceived risk and trust, the proposed model was constructed as
acceptance of algorithm trading model and acceptance of online trading model.
The study employed both quantitative and quality methodologies. Sample of
327 investors who use online stock trading and 146 investors who use algorithm stock
trading were observed and analyzed using structural equations model (SEM) and
generalized linear regression model using Logit.
The results confirmed the proposed models supporting that attitudes toward
stock trading (online stock trading or algorithm stock trading), subjective norm on stock
trading, perceived risk of stock trading, and trust on stock trading were factors
determining intention to use and decision to use such stock trading. However, attitude
toward online stock trading, which was heavily determined by perceived ease of use
online trading, played important role in determining intention and decision to using
online trading while trust of investors on algorithm stock trading as trading strategy was
major factor in deciding whether to invest using such algorithm trading. Therefore, in
order to promote online trading, Thai regulator should motivate broker to design simple
and user friendly online trading system while promoting algorithm trading can be done
by building trust on algorithm trading as profitable trading strategy. | en_US |
