Analyzing the Reasoned Action Theory to Explain the Intention to Use Online Stock Trading among Iranian Investors

In this study, attempts are made to recognize effective factors in enhancing the intension to use online stock trading application by real investors via combining the models of reasoned action and decomposed theory of planned behavior and merging it with dimensions of online stock trading. Questionnaires designed and ditributed between 300 people attended in Tehran Stock Exchange and agah broker firm. In order to determine the validity and standardization Exploratory and confirmatory factor analysis methods are used. The reliability of the survey is calculated 0.89 by Cronbach alpha. This research is applicable, descriptive, survey and correlational. The research Conceptual model of structural equations modeling was confirmed by using of the LISREL software. The findings represent that, based on structural equation modeling, attitude and subjective norm will affect the behavioral tendencies. Also, there is a positive and significant relation between perceived usefulness and ease of use and the attitude and between subjective norm to injunctive norm.