The Digital Investor’s Mind: Understanding Behavioural Drivers Behind Online Investment Choices

Abstract

As digital investment platforms gain prominence, understanding the factors influencing sustainable online investment purchase behavior is crucial. This study explores the impact of digital literacy, financial literacy, perceived trust, rewards, technical skills, and investment intention on investment purchase behavior. By integrating these factors, the research provides a comprehensive perspective on how users engage with digital investment platforms. Digital and financial literacy empower investors to make informed decisions, while perceived trust and rewards enhance platform reliability and motivation. Technical skills facilitate seamless interaction with investment applications, fostering sustained engagement. Investment intention serves as a key predictor of actual investment behavior, highlighting the transition from interest to action. The findings offer valuable insights for fintech developers, policymakers, and financial institutions to design user-centric investment platforms that promote sustainable financial practices. Enhancing investor confidence and engagement can contribute to long-term financial sustainability in the digital economy.