Factors Effecting Investors Intention to Adopt Online Investment.

      Аннотация: The emergence of global online trading has created a rapid development in the methods of business. At the heart of this information technology development was the Internet based stock trading. Stock exchange trading (Investment in stock exchange) is an important indicator of the health of a regions economy. There are a number of stock trading studies that have investigated factors influenced an online stock trading services. In fact focus on factors that influence online user behavior to adopt and use online stock trading services is often neglected in the market literature. With these in mine this research would investigate with respect to Iran the factors that influence investors' intention to adopt online stock trading services.

Ключевые слова: behavioral finance, e-Finance, E-Service, information system, Technology Acceptance, trade financing, E-trading, Stock Trading