Fixed Income Investors on the Acceptance of E-Commerce: An Empirical Study

Many studies focus on the acceptance of E-commerce for banking customers, however, little is known about the acceptance attitudes of customers in the fixed income industry where most investors are risk-averted in investing. Customers of the fixed income industry using E-commerce may include both personal investors and financial clerks (which include CFO: chief financial officer, financial managers) of money market future funds, and enterprises. We had studied factors which might affect customers´ perceptions toward E-commerce and found that perceived usefulness, trust in Internet vendor and perceived web vendor risk which significantly influenced investors´ attitude toward the fixed income vendor. The study also demonstrates that trust in an Internet vendor decreases perceived web vendor risk and becomes an intermediate variable that affect the customer´s attitude toward e-commerce of the fixed income vendor.