Title: Examining the correlates and determinants of channel use and channel satisfaction for equity-based investments: the role of fintech

Authors: Sunith Hebbar; Siddhartha Singh; Parikshith R. Parashar

Addresses: Department of Humanities and Management, Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal, Karnataka State, India ' Department of Aeronautical and Automobile Engineering, Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal, Karnataka State, India ' Department of Chemical Engineering, Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal, Karnataka State, India

Abstract: Technological advancement has resulted in the presence of numerous channels for equity-based investments. Therefore, different investors tend to favour different channels, and it is thus critical to understand the user channel preferences and the factors that influence them. This study investigated the key determinants of channel use and satisfaction for various channels in equity-based investments. A questionnaire survey was used to obtain primary data (279 responses) and was then analysed using ordinal logistic regression, which was deemed appropriate, given the nature of the data. The study's findings revealed that demographic factors (gender, age, education, income, and experience) significantly impacted channel use and satisfaction to a lesser extent. Furthermore, channel attitude, responsiveness, trust, cost of service, and internet access was found to be significant, especially for digital services. The findings also indicated responsiveness to negatively impact traditional channel use. Satisfaction and transparency negatively affect banks' channels. Accordingly, appropriate implications are drawn and detailed.

Keywords: channel choice; channel satisfaction; demographic factors; fintech; equity-based investment.

DOI: 10.1504/IJEB.2026.150466

International Journal of Electronic Business, 2026 Vol.21 No.1, pp.80 - 110

Received: 09 Jul 2024
Accepted: 05 Nov 2024
Published online: 15 Dec 2025 *

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