Why innovations of capital market it systems fail to diffuse into the general public?

Abstract

Capital markets represent an important component of the economy of any country. Yet, it has been found that in a majority of countries, participation of the general public in capital markets is at a low level even with the availability of online trading platforms. In this study, we integrate constructs of diffusion of innovation, technology acceptance and trust models to form a context specific model in order to identify the factors influencing the general public in using online trading systems. Implications of a survey study carried out among a diverse group of investors are presented in this paper.