THE INFLUENCE OF TECHNOLOGICAL ADVANCEMENTS ON RETAIL INVESTMENT DECISIONS

The modern population is increasingly aware of investment opportunities due to the rapid development of technology. The increasing number of new demat account openings has demonstrated how quickly retail investors engage in equity markets, which has grown since the epidemic. The current study explores the primary determinants influencing retail investors in adopting technology-driven trading platforms and also tries to understand whether using technology-based trading platforms helps retail investors make better investment decisions. The shift in investment preferences favoring digital platforms is due to elements such as ease of use, accessibility, and the availability of real-time information. Despite these advancements, the influence of technology is not without challenges. Cognitive biases, misinformation, and a lack of understanding of technology-driven tools often lead to suboptimal decision-making. By addressing these challenges through education, regulation, and innovations, the financial ecosystem can better support retail investors in leveraging technology for sustainable and strategic investment outcomes. The current study was conducted using secondary data sources. Further research can be conducted by using primary data and analyze the impact of technological advancement on investment behavior.