Gold has traditionally been a preferred investment option in India due to its cultural and financial significance. With the rise of digitalization, online gold saving platforms have emerged as a convenient alternative to physical gold purchases. This study aims to analyze the factors influencing consumer behavior toward gold savings through online platforms in Coimbatore. The research focuses on variables such as trust, convenience, risk perception, financial literacy, and technological awareness. A descriptive research design is adopted, and data is interpreted to understand consumer preferences and attitudes. The findings reveal that ease of use, security concerns, and brand reputation significantly impact consumer decisions. The study concludes with insights that can help financial institutions and fintech companies improve user engagement and trust.
Jayaraj et al. (Wed,) studied this question.