Effect Of Mobile Investment App Adoption and Ai Financial Personalization on Retail Investors Decision Quality: A Study Of Delhi NCR
DOI:
https://doi.org/10.66635/h5hsyj58Keywords:
FinTech, Digital Finance, Algorithmic Advisory, Investment Behavior, Financial LiteracyAbstract
Digital technologies have transformed the access, evaluation, and management of investment opportunities among individuals by accelerating the development of financial services. This research paper will examine the impact of investment services delivered through technology and customized financial advice on quality of investment choices made by retail investors in Delhi NCR. The research design was quantitative research and the primary data were gathered in a structured questionnaire consisting of 30 measuring items that gave a total of 550 retail investors. IBM SPSS Software is used to analyses the data in descriptive statistics, reliability, KMO and Bartlett tests, Correlation analysis, simple and multiple regression analysis. The measurement scales are reliable and Cronbach alpha values were between 0.902 and 0.930 and overall reliability of 0.972. The value of KMO of 0.986 and significant Bartlett test indicated that the data were suitable to proceed with the further analysis. The results indicated that there were notable positive impacts of both the use of technological investment-platform and individualized intelligent financial services on the quality of investment decisions. The former and the latter explained 68.9 and 63.0% respectively. Their cumulative influence accounted 74.6% of the variance in the quality of decision. Both technology dimensions had strong positive correlation with each other. The paper recognizes the importance of digital financial ecosystems and bespoke advisory systems, and an engaged investors via knowledgeable interaction in the investment decision making processes.
References
1. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334. https://doi.org/10.1007/BF02310555
2. Field, A. (2018). Discovering statistics using IBM SPSS Statistics (5th ed.). Sage Publications.
3. Goel, A. (2025). From Fear to Trust: An Integrated Perspective of Investors Perception towards Role of AI in Investment Decision-Making. International Journal of Global Research Innovations & Technology, 3(02), 37-45. https://doi.org/10.62823/ijgrit/03.2(ii).7550
4. Gupta, S., & Singh, A. (2025). Investor’s satisfaction in artificial intelligence-supported share trading apps: mediation and parallel moderation analysis. International Studies of Management & Organization, 55(4), 363–387. https://doi.org/10.1080/00208825.2024.2442191
5. Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis. In Multivariate data analysis (pp. 785-785).
6. Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31–36. https://doi.org/10.1007/BF02291575
7. Kumar Abhishek, Awantika, S.& Dr. Vikas Kumar, J. (2025). The AI effect: unveiling the surge in retail investor participation in indian stock market. Journal of Economics Finance and Innovation 4(6), 39–52. https://doi.org/10.5281/zenodo.18347863
8. Kumar Sravan. (2026). Digital investment platforms and mutual fund choice: empirical evidence from retail investors. International Journal of Research in Management Fields, 16(1), 16-23. https://doi.org/10.5281/zenodo.18219178
9. Kumar, R., & Kolte, A. (2023). Fintech revolution: reshaping investment decisions and strategies. ShodhKosh: Journal of Visual and Performing Arts, 4(1), 4193–4201. https://doi.org/10.29121/shodhkosh.v4.i1.2023.4849
10. Ling, P. S., Lee, K. Y. M., Ling, L. S., & Mohd Suhaimi, M. K. A. (2024). Investors’ intention to use mobile investment: an extended mobile technology acceptance model with personal factors and perceived reputation. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2023.2295603
11. Lu, X., Zhang, X., Guo, J., & Yue, P. (2024). Digital finance era: Will individual investors become better players?. Journal of International Financial Markets, Institutions and Money, 91, 101935. https://doi.org/10.1016/j.intfin.2024.101935
12. M K, S.., & Velmurugan, D. G. (2026). Examining The Mediating Effect of Technology Attitude onRetail Investors’ Adoption of Artificial Intelligence in Investment Decisions. International Journal of Accounting and Economics Studies, 13(1), 401-412. https://doi.org/10.14419/17m55835
13. Mishra, P. R., & Kumar, S. (2025). The impact of technological advancements on investor decision-making and stock market efficiency: A comprehensive analysis. Journal of Informatics Education and Research, 5(1), 3776-3789. https://doi.org/10.52783/jier.v5i1.2403
14. Pravin, S. Jegadeesan, R. S. Krishnan, M. S. Karthikeyan, J. R. F. Raj and M. A. Kumar, "Analyzing Investor Behavior Shifts Under AI Influence: A Deep Learning Perspective," 2025 7th International Conference on Innovative Data Communication Technologies and Application (ICIDCA), Coimbatore, India, 2025, pp. 1661-1668. https://doi.org/10.1109/ICIDCA66325.2025.11280472.
15. Rizal Ihwandi, L., Onyango Aila, F., & Destiningsih, R. (2025). Harnessing Technology to Drive Smarter Financial Decision Making. Escalate : Economics and Business Journal, 3(01), 38–48. https://doi.org/10.61536/escalate.v3i01.288
16. Sharma, P. & Gupta, R. (2026). Unveiling FinTech 4.0 in India: Adoption Trends and Behavioral Insights Through TAM-3. In S. Ismaili (Ed.), Regulation and Innovation in Financial Markets (pp. 93-120). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3373-1404-4.ch004
17. Williams, R., & Hickman, A. (2025). Personalization at Scale: AI and Behavioral Finance in Digital Advisory Services. https://doi.org/10.20944/preprints202507.0860.v1
18. Xing,Y. (2025). Influence of Artificial Intelligence on Retail Investors’ Decision to Buy Stocks. Advances in Economics, Management and Political Sciences,247,203-208. https://doi.org/10.54254/2754-1169/2026.ld30870
19. Yadav Ajay Pratap, R. K. Y. (2023). Adoption of Mobile Phone Based Mutual Fund Investment Applications Among Retail Investors: Empirical Evidence from UTAUT Model. European Economic Letters (EEL), 13(5), 1900–1907. https://doi.org/10.52783/eel.v13i5.1059.
