Consumer Behaviour Analysis of Indian Investors Using FinTech Platforms

This paper offers a systematic review of consumer behaviour analysis in the context of Indian investors using FinTech platforms. By incorporating the PRISMS framework, the study identified and synthesised research articles published between 2018 and 2024. The analysis of key behavioural patterns and investor decision-making processes was done by employing the ADO method (Antecedents, Decisions and Outcomes). The analysis also integrates the TCM (Transaction Cost Model) to understand the technological and structural barriers that influence consumer behaviour. The findings imply that ease of use, trust, reliability, and technological literacy are the significant factors that impact the adaptation of FinTech. The paper proposed future research directions and practical implications for FinTech providers.