A Study on Behaviour Intention of Online Share Traders, with a Special Reference to Coimbatore City

This study analyses the behaviour intention of online share traders in Coimbatore, focusing on keyfactors influencing their decision to engage in online trading. It examines demographic variables like age,education, and income, alongside perceived risks and security concerns. A quantitative research approachusing a structured questionnaire reveals that most traders are aged 21-30, predominantly male, withmoderate income and private-sector employment. They primarily use mobile platforms and possessmoderate trading experience. Interestingly, demographic factors like age, gender, income, occupation, andeducation level do not significantly impact traders’ behaviour intention. The study offers valuable insightsfor financial institutions, platform developers, and policymakers to improve online trading platforms andremove potential barriers, while contributing to existing research on online trading behaviour.