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@article{200162,
        author = {Nivedita thakurta and Nitin prakash},
        title = {Customer Trust in UPI-based Investment Apps},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {500-506},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=200162},
        abstract = {The rapid proliferation of Unified Payments Interface (UPI) based investment applications has fundamentally reshaped retail investment behaviour in emerging economies. However, the sustainability of this digital transformation largely depends on a single intangible asset: customer trust. This research paper investigates the determinants of customer trust in UPI-based investment platforms, with specific focus on Groww and Paytm Money. Employing a quantitative research design, primary data was collected from 150 active users across metropolitan and semi-urban regions through a structured questionnaire. The study identifies five core trust drivers namely security perception, interface reliability, brand reputation, transaction transparency, and grievance redressal speed. Findings indicate that perceived security and transparent transaction records exert the strongest positive influence on trust. Furthermore, the study confirms a significant positive relationship between trust and continued usage intention. The paper concludes with actionable recommendations for app developers and policymakers to strengthen trust architecture, including multi-layer authentication transparency and real-time dispute resolution mechanisms. The research contributes to the growing literature on fintech trust by integrating UPI-specific characteristics into existing trust models.},
        keywords = {Customer trust, UPI-based investment apps, Groww, Paytm Money, fintech trust, digital payments, investment behaviour, security perception.},
        month = {May},
        }