ABSTRACT

This paper aims to examine the mechanism that explains young consumers’ intention to perform online financial trading by integrating technology acceptance model, flow model, and theory of planned behavior. This study used a cross-sectional, questionnaire-based design. Using convenience sampling technique 471 samples were collected from young adults in Malaysia. All participants were placed in an online financial trading simulation prior to the survey. The hypotheses were tested using partial least squares structural equation modeling. The results revealed that intention to adopt online financial trading is driven by theory of planned behavior components which in turn are explained by consumers’ intrinsic (flow factors) and extrinsic (technology acceptance model factors) motivations, in which the latter plays a more important role in this process. Making profit or loss during the trading simulation may influence respondents’ attitudes and intention to perform online financial trading. The cross-sectionality of the data does not allow for confident causal conclusions. Data were collected from young adults studying in a university in Malaysia which limits generalizability of the findings. In designing a financial platform, practitioners’ focus should be on efficiency, user-friendliness, and providing functions that improve usefulness of the platform. Another implication is to be aware of the importance of prior experience and education in improving consumers’ use of financial platforms. Thus, improving consumers’ knowledge and skills of online trading would increase their market participation. A contribution of this study is investigating the mechanism that drives consumers’ intention to use online trading. More specifically, the current study by integrating three theories of Flow, TAM, and TPB examined how emotional and cognitive factors can inform consumers’ behavior, specifically, intention to perform online trading in the future.

摘要

本文旨在通过整合技术接受模型，流程模型和计划行为理论，研究解释年轻消费者进行在线金融交易的意图的机制。这项研究使用了基于调查表的横断面设计。使用便利抽样技术，从马来西亚的年轻人中收集了471个样本。在调查之前，所有参与者都被置于在线金融交易模拟中。使用偏最小二乘结构方程模型对假设进行了检验。结果表明，采用在线金融交易的意图受到计划行为成分理论的驱动，而计划行为成分的理论又由消费者的内在（流动因素）和外在（技术接受模型因素）动机解释，后者在其中起着更为重要的作用。在这个过程中。在交易模拟期间盈利或亏损可能会影响受访者的态度和进行在线金融交易的意愿。数据的横截面不允许得出可信的因果结论。数据是从在马来西亚的一所大学学习的年轻人收集的，这限制了研究结果的普遍性。在设计金融平台时，从业人员的重点应该放在效率，用户友好性以及提供可提高平台实用性的功能上。另一个含义是要意识到先前的经验和教育对改善消费者对金融平台的使用的重要性。因此，提高消费者的在线交易知识和技能将增加他们的市场参与度。这项研究的一个贡献是研究了驱动消费者使用在线交易的意图的机制。更具体地说，当前的研究通过结合Flow，TAM和TPB的三种理论，研究了情绪和认知因素如何能够影响消费者的行为，特别是将来进行在线交易的意图。