Document Type : Primary Research paper
Associate Professor, School of Management, KPR College of Arts Science and Research, Coimbatore, India.
Assistant Professor, School of Management, KPR College of Arts Science and Research, Coimbatore, India
Research Scholar, Department of Management, Nehru College of Management, Coimbatore, India.
Manager, Department of Finance and Accounts, Quantum Knits, KPR Mill Limited, Coimbatore, India.
Assistant Professor Selection Grade, Department of Commerce and Management, School of Arts and Sciences, Amrita Vishwa Vidyapeetham, Kochi, India.
Though industrialized markets have experienced a significant rise in online transaction volumes, it appears that this is less prominent in emerging nations. This paper intends to research the topic of emerging markets and e-trading dynamics in the context of the small but potential Indian economy. This methodology consists of using an analytical framework that was established after reviewing the existing literature on e-trading adoption. "E-Comfortability" is a new word that describes a number of psychological characteristics that psychologically restrain a trader from participating in electronic trading. An in-depth analysis of the different factors of online trading has revealed a conceptual framework for electronic trading. Statistically significant and applicable findings resulted from this study. These findings could aid brokers in formulating and pursuing a specific course of action as well as generating new online trading volumes. Right now, in the current market, many believe that online brokers should unite in order to promote the value of online trading systems as a product, rather than spreading the word about them through separate brand identities.