The purpose of this study is to investigate the adoption intention of the online stock trading services provided by the Fintech companies by the stock traders. Fintech companies are investing in large amounts in the information technology to facilitate the investors to trade at a single click at their convenience. Based on the UTAUT model (Unified theory of acceptance & use of technology) with constructs such as Performance expectancy, facilitating conditions, hedonic motivation, effort expectancy and risk perceptions, a comprehensive research model was proposed. An empirical survey with a valid sample of 200 respondents were collected from the stock investors of the Coimbatore city to test the research model. The results from the SEM analysis revealed that the determinants such as performance expectancy, hedonic motivation,facilitating conditions and economic risk were statistically significant towards the intention of the people to use the online stock trading. It also implied that the behavior intention to use the online stock trading induced the usage behavior of people towards using the online stock trading service. This implies that to facilitate the intention to use online stock trading, securities firms need to consider stock investors’ technological perceptions and risk perceptions to motivate the stock traders to use the online trading service. The findings of this study not only have important implications for m-commerce research, but also provide in sights for securities firms and developers of online stock trading systems.

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Keywords: Online Trading, Fintech, Unified Theory of Acceptance & Use of Technology.