EMPIRICAL INSIGHTS INTO INVESTOR BEHAVIOUR AND DIGITAL PLATFORM ADOPTION FOR MUTUAL FUND INVESTMENTS

This study explores the relationship between investor behaviour and the adoption of digital platforms for mutual fund investments. With the increasing digitization of financial services, investors are shifting towards online platforms that offer ease of access, real-time information, and personalized investment options. This research analyses key behavioural factors such as financial literacy, risk perception, trust in digital systems, and demographic variables that influence investors’ decisions to adopt digital mutual fund platforms. Data collected from active online mutual fund investors were examined using quantitative methods to understand these dynamics. Results indicate that higher financial knowledge and trust significantly increase digital platform adoption, while perceived risk affects investment preferences. Additionally, age and education level moderate these effects, reflecting varied investor profiles. The study also highlights the role of fintech innovations like robo-advisors and mobile applications in simplifying investment processes and enhancing user experience. These technologies reduce transaction costs and improve transparency, encouraging broader participation in mutual fund investments. The findings provide actionable insights for mutual fund providers and fintech developers to tailor digital solutions that address investor concerns and promote informed decision-making. This research contributes to understanding how digital transformation influences investor behaviour and supports the growth of digital mutual fund investments.