The role of customer trust in adopting digital investment tools

As digital investment tools continue to transform the financial services landscape, understanding the factors influencing their adoption has become increasingly critical. This study explores the pivotal role of customer trust in the adoption and sustained use of digital investment platforms. The objective of this study is to investigate the influence of security, ease of use, regulatory compliance, peer usage on customer trust and finally how it leads to adoption of digital platform. As SBI is the leading public sector bank, SBI-Ottapalam branch was selected for this study. Response from 414 customers was collected through questionnaires. The data was analyzed using correlation. The study concluded that the correlation between ease of use and trust is more. This shows that the platform which is simple and intuitive reduces the perceived risk of making mistakes, thereby enhancing trust.