Abstract
With the proliferation of technology, equity investors have more access to financial information that enables them to make investment decisions independently. However, this decision-making process is mostly ignored by the HCI and IS literature. Therefore, this study seeks to address this gap by investigating individual users’ intention to invest in stocks by developing a Value-Cost model. The model is based on the Transaction Cost Economics Theory (TCE) and the concept of perceived value. The study model argues that as long as the users’ perceptions of benefits are higher than the endured costs, users will perceive stocks investment as a valuable endeavor, forming positive intentions towards investment. The model is presented, and hypotheses are proposed.