A Study on the Impact of FinTech on Investment Behavior of Semi-Urban Individuals with Reference to Hassan District

Background: The rapid expansion of Financial Technology (FinTech) in India has primarily been studied in urban contexts, creating a significant research gap regarding its impact in semi-urban regions. The socio-cultural and economic milieu of these areas may uniquely shape financial decision-making. Objective: This study investigates the impact of FinTech adoption on the investment behavior of working professionals in the semi-urban Hassan District of Karnataka, India. It specifically examines the influence of gender and demographic factors, and identifies key barriers to adoption. Methods: A cross-sectional study was conducted with 200 FinTech users (100 male, 100 female), selected via purposive sampling. Data were collected using a Personal Information Schedule and a researcher-developed Investment Behavior Questionnaire (IBQ). Analysis involved descriptive statistics, correlation, t-tests, and ANOVA. Results: The study reveals a critical paradox: while all participants were FinTech users, 88.5% exhibited