Published Online:May 2026
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM010526
DOI:10.71329/IUPJMM/2026.25.2.5-22
Author Name:Narsis I and Bhuvaneswari N
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:5-22
The study examines how core fintech tools, namely, mobile trading applications, roboadvisory services, AI-powered analytics, and real-time notifications, affect the satisfaction of retail investors engaged in stock trading. Conducted in Tiruchirapalli, Tamil Nadu, the study employed a quantitative approach using data collected from 208 respondents through a structured questionnaire. The study applied Structural Equation Modeling to evaluate three models incorporating different combinations of the above variables to identify the most effective predictors of user satisfaction. Among the tested models, Model 3—featuring platform security trust and fintech purchase satisfaction— demonstrated the best fit based on model fit indices such as AIC, BIC, CAIC, CFI, and RMSEA. The results highlighted the critical role of security assurance and transactional confidence in shaping overall satisfaction with fintech platforms. These findings offer practical implications for fintech developers and financial service providers, emphasizing the need for secure, transparent, and user-friendly applications, especially in emerging markets. The study contributes to existing literature by offering empirical insights into the adoption and satisfaction dynamics of fintech tools, with relevance to Tier II and Tier III cities in India.
The advent of financial technology (fintech) has profoundly altered the investment practices of ordinary investors, especially in emerging nations such as India. Fintech technologies, like mobile trading applications and AI-driven robo-advisory systems, have rendered investment more accessible, expedited, and increasingly reliant on data. In locations outside major metropolitan areas, such as Tiruchy in Tamil Nadu, fintech tools are significantly facilitating the inclusion of new demographic segments in the stock market.