Chapter 10 Acceptance of Financial Technology in Thailand: Case Study of Algorithm Trading

The rapid change of technology has significantly affected the financial markets in Thailand. In order to enhance the market efficiency and liquidity, the Stock Exchange of Thailand (SET) has granted Thai stock brokers permission to develop and offer their customers algorithm and automatic stock trading. However, algorithm trading on SET was not widely adopted. This chapter intends to design and empirically estimate a model in explaining Thai investors’ acceptance of algorithm trading. The theoretical framework is based on the theory of reasoned action and technology acceptance model (TAM). A sample of 400 investors who have used online stock trading and 300 investors who have used algorithm stock trading were observed and analyzed using structural equations model (SEM) and generalized linear regression model (GLM) with a Logit specification. The results confirm that attitudes, subjective norm, perceived risks, and trust toward algorithm stock trading are factors determining investors’ behavior and acceptance of using algorithm stock trading. Investor’s perception and trust on algorithm stock trading as a trading strategy is a major factor in determining their perceived behavior and control, which affect their decision on whether to invest using algorithm trading. Accordingly, it can be concluded that Thai investors is willing to accept algorithm trading as a new financial technology, but still has concern about the reliability and profitable of this new stock trading strategy. Therefore, algorithm trading can be promoted by building investors’ trust on algorithm trading as a reliable and profitable trading strategy.