Advances in Consumer Research
Issue:6 : 1277-1282
Original Article
Consumer Financial Decision-Making Under Risk: A Behavioural Analysis of Spending, Saving, and Investment Choices
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1
Assistant Professor, IFHE, IBS Hyderabad,
2
Research Scholar, Department of Management, Pondicherry University,
3
Assistant Professor & Research Guide, Postgraduate and Research Department of Commerce, Nirmala College Muvattupuzha (Autonomous), Muvattupuzha, Ernakulam District, Kerala, India,
4
Head i/c, Department of Economics- shift- II, Dwaraka Doss Goverdhan Doss Vaishnav College, Chennai, Tamil Nadu,
5
Sr. Assistant Professor, IFHE,IBS HYDERABAD,
6
Assistant professor, School of Management Studies, CGC University, Mohali-140307, Punjab, India,
Abstract

Digital finance has complicated consumer financial choices due to the variety of investments and doubts in the economic system. According to behavioural economics, financial decisions are not always made rationally and thus, their behaviour is still influenced by cognitive bias, psychological tendencies and the different financial literacy levels. The knowledge of these behavioural determinants is critical in the analysis of by what method consumers make decisions of spending, saving and investments in a risky manner. The study will seek to analyse in what manner the combination of financial literacy, behavioural biases, and the perceived risk impacts the consumer financial behaviour in terms of spending, saving and investment. It attempts to offer a composite behavioural framework that displays actual financial decision-making in the face of uncertainty. The research design that was adopted was a quantitative and cross-sectional study, through the use of a structured questionnaire, divided into adults who participated in personal financial management. The number of respondents was 300-500 due to stratified random sampling. The data were analysed through descriptive statistics, reliability and validity tests, regression test and Structural Equation Modelling (SEM) to determine the relationship between the constructs. The behavioural biases become the best predictors of financial behaviour, especially in spending and investment decisions. Financial literacy had a significant positive impact on saving and investment behaviour, and perceived risk had intermediate influence on investment decisions. All of the measurement scales have high reliability and validity, and the results of SEM proved the soundness of the proposed behavioural model structure..

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