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Abstract
This study aims to analyze the linkage between digital financial platforms and individual’s investment intention. Specifically, it seeks to examine how various dimensions of digital financial platforms influence the investment intentions of individuals. A quantitative research approach was employed, collecting data from 277 young individuals residing in Butwal Sub-Metropolitan City. Participants were selected using a convenience sampling technique, and data were gathered through a structured questionnaire. The data collected were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) software. Analytical procedures included the assessment of measurement items, evaluation of model fit, Importance-Performance Map Analysis (IPMA), and bootstrapping techniques to test the proposed hypotheses regarding the relationship between digital financial platforms and investment intentions. The analysis revealed that the behavioral influence exerted by digital financial platforms serves as a significant predictor of investment intention among the young generation. This study highlights the importance of behavioral influence and digital literacy in shaping youth investment intentions in semi-urban Nepal. For fintech developers, integrating social features and gamification can boost engagement, while embedding financial education can empower users. Educators should focus on enhancing digital financial literacy, emphasizing both investment knowledge and platform security. Policymakers need to create supportive policies that promote safe, inclusive digital financial services and invest in infrastructure and cybersecurity awareness. Future research should explore additional factors like socioeconomic status and regional differences to deepen understanding of youth investment behavior.
Keywords: Digital Financial Platforms, Investment Intention, Behavioral Influence, PLS-SEM, Young Generation.