Impact of Ai-Based Financial Advisory Platforms on Investment Decision Quality Among Retail Investors in Odisha
Mediating Role of Investor Confidence and Moderating Effect of Digital Experience
Bibliographic Data
| ID | 19490275 |
|---|---|
| Authors | Aditya Prasad Sahoo, A Sahoo (0000-0003-3505-5741, Ravenshaw University), G Sethi (0009-0000-3019-8394, Ravenshaw University), Gouri Shankar Sethi, Rakesh Kumar Sethi (International Institute of Information Technology) |
| Year | 2026 |
| Volume | 7 |
| Issue | 14s |
| Publication date | 2026-06-03 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | ShodhKosh: Journal of Visual and Performing Arts (JOURNAL) |
| Journal identifiers | ISSN: 2582-7472 • E-ISSN: 2582-7472 |
| Publisher | Granthaalayah Publications and Printers (PUBLISHER • IN) |
| DOI | 10.29121/shodhkosh.v7.i14s.2026.8535 |
| OpenAlex | W7163522571 |
| Language | EN |
| References cited | 50 |
The study examines the impact of AI-based financial advisory platforms on investment decision quality among retail investors in Odisha. The study also investigates the mediating role of investor confidence and the moderating effect of digital experience in the relationship between AI platform characteristics and investment decision quality. The study adopts a quantitative and descriptive research design based on primary data collected from 400 retail investors using AI-enabled financial advisory platforms. Data were collected through a structured questionnaire using a five-point Likert scale. Advanced statistical techniques including reliability analysis, exploratory factor analysis, correlation analysis, multiple regression, mediation analysis, and moderation analysis were conducted using IBM SPSS Statistics. The findings revealed that perceived usefulness, perceived ease of use, algorithmic trust, and data security perception significantly influence investor confidence and investment decision quality. Investor confidence emerged as a significant mediator between AI platform perception and investment decision quality. Further, digital experience significantly moderated the relationship between algorithmic trust and investment decision quality. The results indicate increasing acceptance of AI-driven financial advisory systems among retail investors in Odisha. The study contributes to the emerging literature on fintech adoption and behavioral finance by integrating technological and psychological dimensions of AI-driven investment behavior within the regional context of Odisha
Exploratory research · IBM · Investment Decisions · Mediation · Moderation · Perception · AI in Service Interactions · FinTech, Crowdfunding, Digital Finance · Innovations and Analysis in Business and Education
| Highly cited | No |
|---|