Online Buying Behavior in Stock Markets

Our paper examines in detail the factors that affect online buying behavior in stock markets. Correlation analysis and simple statistics are used to determine the connection between the dependent variables and the independent variable. The independent variable being 'Attitude' and the dependent variables being 'Interest,' 'Perceived Usefulness,' 'Perceived Ease of Use,' 'Social Influence,' 'Skill,' 'Privacy,' and 'Risk.' Data from 150 respondents who are online stock buyers were collected. The "Theory of Planned Behavior," "Theory of Flow," and "Technology Acceptance Model" were studied to determine the pre-established links between the variables. The responses were limited in number (150), which makes it challenging to generalize and analyze the data. The study reveals that consumers' attitudes toward online stock buying are primarily influenced by their level of interest, perceived usefulness, ease of use, and risk perception, emphasizing the intricate nature of this behavior in stock markets.