Unveiling the Future: Decrypting Mobile Investment Resistance with Multi-Stage SEM-ANN-NCA Approach

Abstract

Mobile commerce has transformed business over the past decade with various m-commerce applications. Despite the growing popularity of digital investment, there is still global resistance to using mobile applications for investment purposes. This work aims to develop a model for analyzing and predicting mobile investment resistance (MIR) by investigating the main hurdles identified in Innovation Resistance Theory (IRT). In addition, this study has extended the IRT theory by integrating demographic factors and mobile innovativeness. Data has been collected from 920 investors. The tri-stage SEM-ANN-NCA strategy, which introduces a new methodological paradigm for mobile investment resistance forecasting, makes this academic study powerful and exceptional. The researchers found that risk is the most influential barrier, followed by usage, tradition, value, image, education, age, and mobile innovativeness. This study helps mobile investment service providers and Fintech companies identify the most significant challenges, solve them, and improve the user experience for mobile investors.

Keywords:

• Mobile investment resistance
• digital investment
• mobile applications
• mobile investment technology
• innovation resistance theory
• SEM-ANN-NCA

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Margi Choksi

Margi Choksi is a Research Scholar at Gujarat Technological University with over 5 years of academic experience. Her research focuses on Fintech, investments, and financial services, particularly mobile investments. She has published in reputed journals and excels in teaching quantitative finance subjects.

Viral Bhatt

Viral Bhatt is a director at Karnavati University, boasts over 25 years of academic experience. His research interests are in quantitative methods and operations management. He has published in esteemed journals like the International Journal of Bank Marketing, Society and Business Review and Journal of Nonprofit and Public Sector Marketing.