Revealing The Potential of Online Mutual Fund Applications by Examining Continuous Investment Intentions: Multistage Integrating Approach SEM-ANN-NCA

Abstract

The growing adoption of online mutual fund applications highlights how digital transformation is reshaping investment behavior. This study explores the antecedents of continuous investment intentions by integrating TAM, ECM, and ISSM through a multi-phase ANN-SEM-NCA approach. Data from 850 Indian mutual fund investors were analyzed to assess the impact of perceived usefulness, confirmation, trust, and user interface on behavioral intentions and continued investment. ANN sensitivity analysis identified confirmation as the most critical factor, emphasizing the role of platforms in meeting user expectations. Findings suggest the necessity of interactive and customizable content in user-centered design to enhance engagement and retention. This study advances post-adoption behavior literature and provides actionable insights for FinTech platforms aiming to improve user retention. Future research should expand to international contexts and incorporate extrinsic economic factors to enhance generalizability.