The social–economic–psychological model of technology adoption and usage: an application to online investing

We champion the view that a richer understanding of electronic markets is obtained when their implications for consumers are jointly studied for social, economic, and psychological perspectives. We adopt this perspective triad to build a Social–Economic–Psychological (SEP) model of technology adoption and usage, and apply the model to understand and explain the behavior of online investors. The SEP model provides a foundation for a multidisciplinary approach to the study of electronic markets and online consumers in the fields of MIS, marketing, and finance.