Factors That Influence Consumers in Using Online Investment Platforms - Systematic Literature Review

Technology has advanced to the point where investing activities can be done online. People are encouraged to use online platforms for investing because the process is easy and pleasant. It helps the customer invest anywhere and anytime. These benefits and many factors can affect the customer's decision. Every customer has a different reason and motivation for using online investment platforms. This research aims to identify the benefits, challenges, and factors that encourage customers to use online investment platforms. The method used in this study is SLR - Systematic Literature Review. The findings of this study revealed 90 factors from seven frameworks that influence users' willingness to invest on online investing platforms. Based on analysis from the selected paper in the last five years, the frequently used factors in the measurements are investor characteristics, perceived ease of use, and trust. In addition, frameworks for measuring the factors that affect consumer intentions, such as TAM and UTAUT, were discovered in this study. Furthermore, there are many investment platforms, each with its benefits and challenges. The advantages and difficulties that users may encounter are also identified. This study's findings are significant for future studies to understand consumers' adoption of online investment platforms.