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

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.