An integrated approach of TAM and TPB with financial literacy and perceived risk for influence on online trading intention

Purpose This paper aims to propose a decision-making framework by investigating the impact of perceived risk and computer self-efficacy on the intention to use online stock trading. Furthermore, it demonstrates the mediation effect of attitude and perceived risk as well as the moderating effect of financial literacy. Design/methodology/approach An integration of two popular models, technology acceptance model (TAM) and theory of planned behaviour (TPB), is used to provide a sound theoretical base and enhance the understanding of investors’ behaviour towards online trading platforms. The proposed hypothesised model was examined using structural equation modelling. Findings The results obtained from this study indicate that all variables, except subjective norms, had a significant impact on investors’ intention to trade online. Perceived risk was found to be a partial mediator between computer self-efficacy and the intention of investors. Finally, financial literacy was also found as a significant moderator for online trading intention of investors. Practical implications This study shows the significance of using the TAM and TPB together to provide a comprehensive understanding of the factors that influence an investor’s behaviour in adopting and using technology for online trading. The hybrid approach of TAM and TPB could be considered for a more nuanced and complete understanding of technology adoption and usage in risky affairs like investment decisions. Again, the significant moderating role of financial literacy provides a lance to look into the scope for improvements in investment decision-makings. Originality/value The paper develops an assessment framework for analysing the variables based on the hybrid approach for online trading intention in the context of a developing country.