Investment channel using online trading

This study aims at revealing behavior of Thai stock investors on investing toward online trading in Thailand. The proposed model applied technology acceptance model (TAM), theory of reasoned action (TRA), and theory of planned behavior (TPB) incorporate with perceived risk on fraud and identity theft as additional factor to illustrate Thai investors' perception and their intention to submit their stock trading using online trading channel. Observed sample of 600 respondents using web-based survey questionnaire were analyzed by using linear system estimation technique employing structural equations models and nonlinear single equation estimation technique employing generalized linear models assuming logit. The estimated results confirmed hypotheses supporting the proposed model. The results also revealed that new generation investors are more likely to adopting online trading faster than old generation.