A Study on Use Factors of HTS between Investor Groups

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Recently, the usage of HTS(Home Trading Systems) is popular among stock investors with rapid increase of on-line stock brokerage portion. Therefore, domestic stock companies have their competitive strategic focused on customer retention through the enhancement of HTS. This study provides research results on explaning what and how factors affect HTS user satisfaction and system trust according to investor groups. This study refers satisfaction and trust theory, and reviews on classification of HTS investor groups. Also, this study categorized explanation factors as three groups: characteristics of users, characteristics of system, social environment. And this study assumed that these three factor groups might affect the user satisfaction and system trust of HTS differently by investor groups. This study compares the results by using HTS between beginner investors and non-beginner investors, between short-term investors and long-term investors. These results show that non-beginner investors and short-term investors have similar attributes as a professional investors, and also beginner investors and long-term investors have similar attributes as a non-professional investors. This study proves that the use factors of HTS affect the user satisfaction and system trust of HTS differently according to investor groups. It provides meaningful results to the HTS providers regarding how they differentiate their HTS strategically according to investor groups.

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REFERENCES (39)
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* 2022년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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