BEHAVIOURAL BIASES AND DIGITAL PLATFORM INFLUENCE ON INVESTMENT DECISIONS OF EMERGING INVESTORS IN THE INDIAN STOCK MARKET

The rapid growth of digital platforms has significantly influenced investment behaviour, especially among first-time and emerging investors. This study examines the impact of digital platforms and behavioural biases on individual investment decision-making, with financial literacy considered as a moderating variable. Primary data were collected from 150 respondents using a structured questionnaire and analysed with descriptive statistics, reliability analysis, correlation, regression, and moderation techniques. The study demonstrates that both digital platforms and behavioural biases positively and significantly impact investment decisions. Financial literacy was a significant predictor of informed investment behaviour. However, there was no significant moderating influence of financial literacy on the relationship between behavioural biases and investment decision-making. The findings suggest that although digital platforms and financial literacy enhance investor awareness and participation, behavioural biases continue to influence individual investment behaviour. This study contributes empirical evidence from India and highlights the need to combine behavioural awareness initiatives with financial literacy programs to promote rational and responsible investment behaviour among emerging investors. Keywords: Behavioural Biases, Digital Platforms, Financial Literacy, Finfluencers, Emerging Investors, Investment Decision-Making, Indian Stock Market