Strategies to Motivate Brokers Adopting On-line Trading in Hong Kong Financial Market

This paper aims to study what factors affect the adoption of online trading towards brokers in Hong Kong. By using the adoption model, Decomposed Version Theory of Planned Behavior (DTPB), we identify the factors that affect brokers towards online trading. A hypothesized model has been proposed to design the questionnaire. A statistical analysis has been conducted to investigate whether the attributes, variables, and belief structure of the proposed model correlated with each other or not. After such analysis, the factors that influenced brokers' behavior have been identified as well as the strengths of their relationships. Such results are very helpful to support the planning of related parties in launching Internet trading.