ONLINE TRADING PLATFORMS ON INVESTMENT DECISIONS OF INDIVIDUAL INVESTORS

The rise of online trading platforms has revolutionized the way individual investors make investment decisions. This study explores the impact of digital trading platforms on the behavior, preferences, and decision-making processes of retail investors. It examines how features such as real-time data access, user-friendly interfaces, low transaction costs, and mobile accessibility influence investment strategies and risk-taking tendencies. The research also investigates the role of platform-driven insights, social trading, and algorithmic recommendations in shaping investor choices. Findings suggest that while online platforms empower investors with greater autonomy and information, they also pose challenges related to impulsive trading and information overload. The study underscores the need for financial literacy and regulatory oversight to ensure informed and responsible investment decisions.