Post-COVID Transformation: Why Indian Investors Are Moving from Traditional Brokers to Discount Platforms

This study investigates the transformation of investor behavior in the post-COVID era, with a comprehensive analysis that integrates both quantitative hypothesis testing and detailed empirical assessments. Employing one-sample t-tests to evaluate investor innovativeness, trust in digital platforms, and cost considerations, alongside a chi-square analysis of COVID-19’s impact, this research challenges prevailing assumptions regarding investor digital literacy and behavioral adaptations. Our analysis reveals that while investor digital literacy does not deviate significantly from neutral expectations, there is compelling evidence of heightened technological innovativeness, robust security perceptions, and a pronounced sensitivity to cost considerations. Moreover, the chi-square test indicates a statistically significant non-uniform distribution in investors’ responses to COVID-19, underscoring the pandemic’s role in catalyzing shifts in investment behavior. These findings provide nuanced insights into the dynamics of digital finance, emphasizing that despite extensive digital access, practical competencies are varied—thereby necessitating targeted educational initiatives. The implications of this study are critical for financial institutions, regulatory bodies, and policymakers aiming to foster adaptive, resilient markets in an increasingly digital landscape.