Impact of Artificial Intelligence, Big Data, and Predictive Analytics on Investment Decision-Making of Retail Investors
DOI:
https://doi.org/10.31033/IJEMR/16.2.2026.1892Keywords:
Artificial Intelligence (AI), Big Data, Predictive Analytics, Investment Decision-Making, Financial Literacy, PLS-SEMAbstract
The rapid advancement of financial technologies has transformed the investment landscape, particularly through the integration of artificial intelligence (AI), big data analytics, and predictive analytics. This study examines the impact of these technological factors on the investment decision-making of retail investors. A quantitative research design was employed, and primary data were collected from 141 retail investors participating in the Bombay Stock Exchange (BSE) and National Stock Exchange (NSE) using a structured questionnaire. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that artificial intelligence, big data analytics, and predictive analytics have a significant positive impact on investment decision-making, with predictive analytics demonstrating the strongest influence. Additionally, financial literacy was found to significantly moderate the relationship between technological factors and investment decision-making, highlighting the importance of investor capability in leveraging advanced tools. The study contributes to the literature by integrating perspectives from FinTech and behavioral finance and provides practical implications for financial institutions, policymakers, and investors in enhancing technology-driven investment decisions.
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Copyright (c) 2026 Divakara Reddy Narasaraju, Savitha R V
This work is licensed under a Creative Commons Attribution 4.0 International License.
Research Articles in 'International Journal of Engineering and Management Research' are Open Access articles published under the Creative Commons CC BY License Creative Commons Attribution 4.0 International License http://creativecommons.org/licenses/by/4.0/. This license allows you to share – copy and redistribute the material in any medium or format. Adapt – remix, transform, and build upon the material for any purpose, even commercially.
