No More Traditional Stock Market Exchange: A Study of Internet Trading Service (ITS) in Jordan
Internet Trading Service “her after called” (ITS) is an information intensive business that has become a major trend in the financial marketplace nowadays. It is important to understand what predictors will impact the customer’s attitude toward using ITS in Jordan. This paper is concerned with an empirical investigation of the factors that could predict customer’s attitude toward using of ITS in Jordan through applications of Innovation Diffusion Theory (IDT). The research model consists of six exogenous variables: perceived usefulness, perceived ease of use, compatibility, trialability, trust and awareness and one endogenous variable: attitude toward using of ITS. 300 questionnaires survey among university staff was implemented and 265 data sets were collected. This represents 88% response rate. After rigorous data screening process such as outliers, normality, reliability and validity, 227 data is ready for structural equation modeling (SEM) analysis. Confirmatory Factor Analysis (CFA) was performed to examine the composite reliability, convergent validity and goodness of fit of individual construct and measurement models. The revised structural model demonstrates significant and positive direct relationships between all of six exogenous variables and ITS.