With the influence of the Internet booming and global competition expanding, E-Commerce (EC) is receiving considerable attention worldwide. Currently, most people in this new era are thinking about whether or not EC could bring unlimited business opportunities and new competitive advantages. Among all EC applications, Internet-based stock trading is really one of the best ways to understand the attraction and popularity of EC. The purpose of this paper is to figure out the decision factors that affect the online stock trading system. This study had scrutinized some factors that are related to affect customers decision in adopting an online stock trading system and the level of stock market awareness among the share trading customers with respect to their socioeconomic factor, trading preferences, strategies, evaluations, perception and identified which category people are mostly attracted by the online share trading and the risk factors were analyzed. A sample of 178 online share trading customers was used for the study. In addition, this study provides some useful findings and implications for the academician, customers, and practitioners in the area of online stock trading.
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