The influence of artificial intelligence-enabled fintech services on investment decision-making behaviour in india

Abstract

This study investigates the multifaceted influence of artificial intelligence–enabled FinTech services on retail investors’ decision-making behaviour and investment performance in India. Drawing on a thorough literature review, it identifies five key determinants—FinTech platform adoption, infrastructure quality, investor financial literacy, perceived ease of use, and performance management tools—and highlights a gap in integrative research that jointly considers technological and behavioural factors. Employing a quantitative, descriptive–causal design, the authors collected data from 384 retail investors in Odisha through a stratified random sample and a structured questionnaire. Descriptive analysis indicates that participants rate ease of use, infrastructure reliability, and tool sophistication highly. Correlation results reveal strong, positive associations among all independent variables and investment performance, with perceived ease of use exhibiting the strongest link (r = 0.850). Subsequent multiple regression analysis demonstrates that these five predictors collectively explain 78.3 per cent of the variance in investment performance (R² = 0.783), with perceived ease of use (β = 0.345), infrastructure quality (β = 0.169), and performance management tools (β = 0.180) emerging as the most significant factors. The findings underscore the synergistic interplay between user-centric interface design, robust technological back-ends, advanced analytics, and investor competence in driving superior returns. Practical implications suggest that FinTech developers should prioritise intuitive platforms and secure infrastructures, while educators and policymakers must enhance digital financial literacy to ensure investors fully leverage platform capabilities. The study’s cross-sectional scope and regional focus are acknowledged as limitations, prompting recommendations for longitudinal, multi-regional investigations to validate and extend these insights. Overall, this research offers a comprehensive framework for understanding how AI-driven FinTech converges with human factors to foster effective, inclusive digital investment environments.