Designing a Model for the Acceptance of Electronic Stock Exchange by Individual Investors

In this study we have tried to identify necessary strategies for developing of culture of stocks online trading in order to access to productivity in capital market as well as productivity of service section and at last increasing of productivity in the country. In this study it is tried to recognize effective factors on enhancing of electronic stock exchange acceptance by real investors through combining of models of innovation propagation and technology acceptance, and merging of it with dimensions of online trading. In this research we have used a questionnaire with 55 questions to study 300 samples of individual investors in Isfahan. A conceptual model has been designed to show all relationships among all variables which is tested by LISREL software. According to the obtained results, it has been determined that there is a relation between perceived easiness, perceived usefulness, perceived risk, innovativeness, and market efficiency with intention to use electronic exchange market. Amount of goodness indices (AGFI= 0.91, GFI= 0.92) shows suitability of the model.