FACTORS AFFECTING THE ADOPTION OF MARKET WATCH LIVE PROGRAM AT THE AMMAN STOCK EXCHANGE BY USERS IN JORDAN

This study aims to investigate the factors affecting the adoption of the market watch live program in Jordan, as it is one of the developing countries interested in the dissemination of electronic services, including the market watch live program. Where 424 questionnaires were analyzed using the Structural Equation Modeling- SEM approach. The factors (individual characteristics, technical environmental factors, demographic factors, usage obstacles, usage opportunities) were adopted as independent variables. The study concluded that all these factors have an impact in the adoption of users in Jordan for the market watch live program as a dependent variable. The study suggested several recommendations that would enhance users in Jordan demand for the market watch live program, which the e-government in Jordan seeks to provide to investors to help them make their appropriate investment decision.