• Proceedings of the Korea Association of Information Systems Conference
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• 2003.05a
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• pp.55-73
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• 2003

As the development of wireless technologies continue, mobile stock trading has become a new channel for companies to reach their customers. This study examines the factors affecting customer acceptance of mobile stock trading services. The research model based on the previous studies was established and the research hypotheses were generated. The sample was divided into users and nonuser groups. The test results show that relative advantage and social influence are positively related to intention to accept mobile services as well as in intention to reuse, security risk is negatively related to intention to reuse, frequency of trading is positively related to intention to reuse, cost burden is negatively related to the probability of using mobile stock trading services, and social influence is positively related to the probability of using mobile services. The results also support that information quality and response time are positively related to relative advantage, and interface quality is negatively related to complexity. It is considered that the study results may help managers to increase customer use of mobile stock trading services.