ACCEPTANCE OF STREAMING APPLICATIONS: INFLUENCING ONLINE TRADING BY INVESTORS ON THE STOCK EXCHANGE OF THAILAND
Keywords:
Investor Readiness, Personality Traits, Intelligent Applications, Application AcceptanceAbstract
This research employed the mixed-method approach, combining quantitative and qualitative research methods, with the objective of studying causal factors influencing the acceptance of streaming applications for online trading by investors on the Stock Exchange of Thailand. In-depth interviews with key informants were conducted for qualitative research. For the quantitative research, the researcher defined the population as online investors on the Stock Exchange of Thailand, numbering no more than 2,299,494 individuals. A stratified random sampling method was used to select a sample size of 311 individuals to determine the research area and conduct population sampling. Research tools included questionnaires, with a questionnaire reliability coefficient of 0.924. Data analysis from the questionnaire included mean, standard deviation, percentage, and structural equation modeling analysis.
Findings were as follows: investors attitudes and perceived streaming efficiency significantly influenced the acceptance of streaming applications for online trading on the Stock Exchange of Thailand. Additionally, investors’ readiness indirectly affected acceptance through investor attitudes. Among these factors, investors attitudes were found to be the most significant factors of totally affecting the acceptance of streaming applications, followed by investor readiness and perceived streaming efficiency, respectively.
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