DETERMINANTS OF DIGITAL GOLD INVESTMENT INTENTION AMONG RETAIL INVESTORS IN CHENNAI: EXAMINING THE MEDIATING ROLE OF INVESTMENT ATTITUDE

Abstract

Retail Investment behavior has shifted due to rapid advancement of financial technology, and virtual gold has become popular investment option in India. With an emphasis on financial literacy, trust in digital gold platforms, perceived security , and perceived Ease of use, this study investigates the factors impacting the intent of retail investors  in Chennai to make an investment in digital gold. Utilizing investment mindset as a mediating variable. The convenience sampling method and a structured questionnaire were utilized to acquire primary data from 120 retail investors utilizing a quantitative  research approach with a study design that was descriptive in nature. Multiple regression, sobel mediation, and Pearson correlation were used to evaluate the hypothesis according to correlation data, digital gold investment intention was most strongly correlated with trust in digital gold platforms (r = 0.678, p < .001). the indicated factors accounted for 56.2% of the variance in digital gold investment intention, as determined by regression analysis (R² = 0.562; F = 126.707, p < 0.001). investment attitude for financial literacy, trust in digital platforms, and perceived security were found to possess a partial mediating function by the Sobel test, but whereas perceived ease of use did not exhibit any significant mediation (Z=1.346, P=1.78). Fintech firms, financial institutions and policymakers should ought to implement insightful results to foster ethical digital gold investment in India.