CUSTOMER INTEREST IN DIGITAL GOLD INVESTMENT: THE ROLE OF TRUST, RISK, AND FINANCIAL KNOWLEDGE
DOI: https://doi.org/10.65725/JCMCE/2/1/006
JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE) 
ISSN: 3108-3501
Volume 1 Issue 1, Jan-Mar 2026

Abstract:

Digitalisation has transformed the financial investment landscape, leading to the emergence of new investment avenues such as digital gold. This study aims to examine customer interest in digital gold investment and to analyse the role of trust, perceived risk, and financial knowledge in influencing such interest. The study adopts a descriptive research design with a quantitative approach. Primary data was collected from 50 respondents in South Tamil Nadu using a structured questionnaire and simple random sampling method.

The findings of the study indicate that customers show a moderate to high level of interest in digital gold investment due to its convenience and accessibility. However, trust in digital platforms is moderate, and perceived risk remains a concern among respondents. Financial knowledge is found to be at a basic to moderate level. The results further reveal that overall trust does not significantly influence customer interest, but specific factors such as perceived safety play an important role.

The study concludes that improving security, enhancing customer awareness, and increasing financial literacy can positively influence customer interest in digital gold investment. The findings provide useful insights for financial institutions and digital platforms to develop strategies that encourage adoption of digital gold investment.

Authors: B.Sivakami, Dr.J.Duraichamy

Keywords: Digital Gold Investment, Customer Interest, Trust, Perceived Risk, Financial Knowledge