Behavioural intention to adopt mobile trading apps: an integrated theoretical and digital framework, privacy concerns, and information richness model

This research investigates the transformative impact of mobile trading apps on the Indian financial landscape, particularly in the context of the unprecedented surge in DMAT (dematerialisation) accounts following the COVID-19 pandemic. Due to the advancement of online platforms and fast internet connectivity, stock exchanges across the globe have seen a dramatic inflow of retail investors and brokerage firms. The choice of using a particular mobile trading app draws significant importance because various factors determine the ability and ease of use of a specific app. The study underscores the role of FinTech services, particularly mobile trading apps, in revolutionizing stock trading by offering real-time access, increased trading activity, and enhanced features. Despite the proliferation of research on FinTech apps, a notable gap exists in understanding the adoption dynamics of mobile trading apps, especially in the Indian context. To address this gap, our research applies an adapted and extended version of the Unified Theory of Acceptance and Use of Technology (UTAUT-3) framework to examine the factors influencing investors’ intentions and usage of mobile trading apps. We introduce novel elements such as information richness and privacy concerns, which are crucial in the financial domain. A convenient sample size of 573 actively brokerage app-using respondents was selected to investigate and conclude the consumers’ behavioural intention to use mobile trading apps. The findings highlight the significant impact of practical value, effort expectancy, social influence, hedonic motivation, trust, information richness, privacy concerns, facilitating conditions, and personal innovativeness in IT (Information technology) on investors’ intentions to use trading apps. These factors influence behavioural intentions and mediate the relationship between various constructs, emphasizing their multifaceted roles in shaping user perceptions. Theoretical implications of the research contribute to extending the UTAUT-3 model and providing a comprehensive framework for examining technology adoption in the financial domain. Moreover, practical implications guide developers, financial institutions, and policymakers in creating secure, user-friendly, and information-rich mobile trading systems. While acknowledging sampling and self-reported data limitations, this research lays the groundwork for future longitudinal studies. It encourages the exploration of diverse FinTech services to gain a holistic understanding of adoption dynamics in the evolving financial technology landscape. This study adds empirical knowledge to mobile trading app adoption and catalyzes further research, shaping the trajectory of FinTech studies and practical applications in the ever-evolving financial ecosystem.