DIGITAL INVESTMENT PLATFORMS AND MUTUAL FUND CHOICE: EMPIRICAL EVIDENCE FROM RETAIL INVESTORS

Abstract The rapid growth of digital investment platforms has significantly transformed the way retail investors access, evaluate, and select mutual fund products. These platforms offer user-friendly interfaces, real-time information, robo-advisory services, and low-cost investment options, thereby reshaping traditional investment decision-making processes. This study empirically examines the persuade of digital investment platforms on mutual fund choice among retail investors. Drawing on theories of technology adoption and investor behavior, the study investigates how factors such as platform usability, information transparency, perceived trust, financial literacy, and cost efficiency affect investors’ mutual fund selection decisions. Primary data were collected from retail investors using structured questionnaires, and the proposed relationships were tested using appropriate statistical techniques such as regression analysis. The findings reveal that digital platform attributes significantly influence mutual fund choice, with platform trust and ease of use playing a dominant role. It is giving direction to the emergent literature on digital finance and investment behavior by offering realistic insights for asset management companies, fintech firms, and policymakers to enhance investor participation and financial inclusion. Keywords: Digital Investment Platforms, Mutual Funds, Retail Investors, Financial Technology, Investment Decision-Making