• S.BHUVANAM
• Dr. D.GNANA SENTHIL KUMAR

ABSTRACT Online trading has become a major trend in stock markets around the world because of its lower commission cost for trading, faster trade execution, more control and flexibility over the types of transaction investors choose to conduct, and no time or geographical limitations. In other words, online stock trading has created an urge to trade and a desire to have more control over what investors are investing in (Hurley, 2000). Originating in cognitive psychology and such theories as the theory of reasoned action (Fishbein and Ajzen 1975) and the theory of planned behaviour (Ajzen 1991), the technology acceptance model has proved to be a valid and adequate framework to explain users’ behaviour regarding the (intended) use of information technology and related services. it becomes necessary examine what level of impact between perceived usefulness, perceived ease of use predicting behavioural intention, also, is there any negative impact between trust and behavioural intention? probed through this study. The objective of the study is to study the perception influencing behavioural intention of online traders involved in security trading in Coimbatore District. Five broking offices are selected in random viz. Aditya Birla Money Limited, Birla Money Limited, HDFC Securities, Reliance Money and Sharekhan India. Out of 200 respondents randomly selected 127 respondents obliged to participate in the survey. Based on the response statistical tools used are Descriptive statistics, Reliability, Correlation and Regression analysis. Findings reveals that all explanatory variables (perceived usefulness, perceived ease of use and perceived trust) are observed to have achieved statistical significance, therefore, it is concluded that perceived usefulness and ease of use significantly contributed along with trust achieving positive effect in behavioural intention of online security traders which is encouraging sign found among respondents in Coimbatore district, however, the number of online traders needed to be increased only possible by making them aware about the safety and security features in the existing system for fearless / trustworthy online trading business.

Key Words: Online Trading, Securities, Investors, Usefulness, Ease of Use, Trust, Intention, etc.

"PERCEPTION INFLUENCING BEHAVIOURAL INTENTION OF ONLINE TRADERS INVOLVED IN SECURITY TRADING IN COIMBATORE DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.267-273, May-2019, Available :http://www.jetir.org/papers/JETIR1905E41.pdf

"PERCEPTION INFLUENCING BEHAVIOURAL INTENTION OF ONLINE TRADERS INVOLVED IN SECURITY TRADING IN COIMBATORE DISTRICT", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp267-273, May-2019, Available at : http://www.jetir.org/papers/JETIR1905E41.pdf