Effect Of Mobile Investment App Adoption and Ai Financial Personalization on Retail Investors Decision Quality: A Study Of Delhi NCR

Abstract

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.