A STUDY ON THE ROLE OF ZERO BROKERAGE AND TECHNOLOGY-ENABLED TRADING IN ENHANCING INVESTOR PARTICIPATION
A STUDY ON THE ROLE OF ZERO BROKERAGE AND TECHNOLOGY-ENABLED TRADING IN ENHANCING INVESTOR PARTICIPATION
Authors:
Dr.Jayasree K1, Valleeswari M 2
1 Dr.Jayasree k , Assistant Professor Dept. Of Management Studies, Panimalar Engineering College, Chennai -600123
2 Valleeswari M , Student Dept. Of Management Studies, Panimalar Engineering College,
Chennai -600123
ABSTRACT:
This study examines the role of zero brokerage and technology-enabled trading platforms in enhancing investor participation, with a focus on how cost efficiency, accessibility, and digital services influence investor behaviour and decision-making. Primary data was collected from 174 respondents using a structured questionnaire and analysed through statistical tools such as Chi-square test, Mann–Whitney U test, Kruskal–Walli's test, Spearman correlation, and descriptive statistics. The findings reveal that user-friendly interfaces, mobile trading applications, and technology-driven features significantly improve accessibility and encourage greater investor participation. The zero-brokerage model enhances affordability, reduces cost barriers, and supports portfolio diversification among investors. However, mixed opinions were observed regarding its influence on trading frequency and the effectiveness of real-time market tools. Overall, the study concludes that cost-efficient and technology-enabled trading platforms play a crucial role in attracting retail investors and promoting active participation in financial markets.
Key Words: Zero Brokerage, Technology-Enabled Trading, Investor Participation, Discount Broking Online Trading Platforms, Retail Investors, Cost Efficiency, Portfolio Diversification