ABSTRACT
The growing use of financial analytics in banking is reshaping customer decision-making, yet its influence on investment behaviour in emerging markets remains underexplored. This work examined the association between financial analytics adoption and customer investment behaviour, with a focus on select public and private sector banks in Bengaluru. Using Technology Organization Environment (TOE) framework and applying trust as a mediating construct, the study gives a combined understanding of what influences the adoption of digital banking. Primary data was carried out based on structured questionnaire shared to 387 bank customers. Structural Equation Modelling (SEM) was used to test the assumed relationships. The findings show that the technological and organization factors have positive impacts on the customer adoption of financial analytics whereas environmental factors indirectly control the customer adoption of financial analytics through trust. Trust was seen as an important mediating factor, and it added confidence to customers and modelled positive investments. The findings contribute to theory by extending the TOE framework to include trust as a behavioural mediator in the banking context, particularly within an emerging market setting. From a managerial perspective, the study indicates the need for banks to strengthen trust-building mechanisms alongside technological innovations.
