AN INVESTIGATION INTO INVESTORS' PERCEPTIONOFINVESTING IN DIGITAL GOLD (WITHSPECIALREFERENCETOCHENNAI CITY)

Abstract

As the role of digital finance grows, digital gold offers an accessible, convenient alternative to physical gold. Thispaperexamines the perceptions and behavioural patterns of the investors in the digital gold investment of Chennai, India. The researchexploresdemographic characteristics, awareness, factors influencing digital gold investment, information sources, and challenges usingasampleof 100 respondents and statistical tools like frequency analysis, Friedman test, chi-square test, factor analysis, and t-tests. Theoutcomeindicates that the investor's preference is based on convenience, security, liquidity, and minimum investment, and that issuesregardingregulation and platform risks remain of concern. The results are highly informative and can be used to encourage more peopleandfintechplatforms to embrace digital gold investment.