Digital Investment Services & Sustainable Investment Growth: Insights from Mutual Fund Investors
DOI:
https://doi.org/10.1956/jge.v22i3.936Keywords:
Digital Investment Platforms, Mutual Fund Investors, Operational Reliability, Security Assurance, Sustainable Investment GrowthAbstract
The rapid explosion of digital technologies has fundamentally changed the investment landscape, facilitating increased participation in mutual fund services and significantly reshaping investor behaviour. This study tries to investigate how three dimensions of digital investment services: Digital Authentication, Security Assurance and Operational Reliability shape Sustainable Investment Growth in the mutual fund sector. Data for the study is collected from 436 respondents through a structured questionnaire and analysis is done based on Exploratory Factor Analysis, Correlation and Multiple Regression Analysis. Factor analysis confirmed a four-factor structure across the measurement scale and the correlation results showed strong positive relationships among all the study variables, with Operational Reliability coming out as the most closely associated with Sustainable Investment Growth. Regression model accounted for 87.7% of the variance in Sustainable Investment Growth, confirming that all three predictors together have a significant and meaningful influence. The study draws on Relationship Marketing Theory and Protection Motivation Theory to interpret these findings, extending both the theories into the context of digital investment behaviour. The study offers a practically grounded and empirically supported understanding of how secure, reliable digital platforms encourage long-term mutual fund participation with clear implications for platform developers, asset management companies and financial regulators.
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