Tsai Chia Ling
|Keywords:||網路券商;關鍵成功因素;internet stock broker;Key Success Factors|
The internet stock trading service in Taiwan was first started by Ta-Hsin Securities Firm in 1997, and has been lasting for four years. Growing from zero to the current 7.73%, the ever increasing rate of internet stock trading amount to overall stock trading amount proves that the internet stock trading is the foreseeable trend for the stock trading in the whole Taiwan stock market in the near future. The purpose of this research is first to categorize internet brokers in Taiwan into groups of various business models, and then to explore the key success factors for each group and rate the importance of the factors in each group. This research collects data for statistical analyses via questionnaires in emails. There are 74 questionnaires sent through email, and 30 replied copies returned. The return rate of the questionnaire is 40.54%. Through factor analysis, five critical success factors of internet stock brokers are extracted and the importance of these five factors, which include the technology development competence, the enterprise image, the organization management capability, the customer service, and the product versatility, are rated differently by different group. In conclusion, this research concludes with the following four suggestions: 1.Securities firms should promote the low-cost trading. 2.As it is the trend of online trading, the brokers in securities firms should seek to transform from being as a broker into being as an investing and financing management advisor. 3.The large securities firms should consider establishing an international trading platform, on which services for trading foreign valued bonds or stocks are commissioned, so as to broaden the sources of business revenue. 4.Securities firms should seek to provide more services for institutional investors.
|Appears in Collections:||Thesis|