BUILDING TRUST, GROWING INVESTMENTS: THE IMPACT OF SOCIAL DYNAMICS ON ONLINE APP ADOPTION

Understanding the impact of technological acceptability on behavioural intentions is essential for E-trading investment firms aiming to improve user experiences and increase customer retention. The behavioural intentions for technology adoption are fundamentally grounded on three criteria: usability, faith in technology, and social influence. The current study was performed in the state of Gujarat. Data were collected using a standardised questionnaire, yielding a total of 292 responses for analysis conducted using SPSS. The current study found that these variables impacted users' readiness to adopt the technology and their sustained usage over time, indicating that social factors influence both initial acceptance and ongoing engagement with the technology.