Behavioural Intention of Investors Regarding Trading Apps In India With An Implication of UTAUT Model

Behavioral intention is the prime concern while opting and using a product or service. The study conducted to understand investor’s behavioral intentions towards trading app in India, UTAUT model. primary data were collected structured questionnaire whereas, secondary from company website, journals, so on. responses 395 investors which include both existing prospective users of app. Using SPSS, chi-square, etc., performed significant relationship difference between variables determining intention. concluded influence efficiency risk on use awareness level apps was seen relate with profession investors. Moreover, changes across profession, whereas it did not vary income