This study explores the interplay of digital service quality (DSQ), risk tolerance, and financial readiness in shaping retail investors’ intentions to subscribe to digital Unit Trust services in Malaysia. The Malaysian Unit Trust industry, despite advancements in digitalization, faces challenges such as cybersecurity risks, investor reliance on agents, and low financial literacy. Using a qualitative and case study approach, the research synthesizes insights from models like Technology Acceptance Model (TAM) and SERVQUAL, emphasizing dimensions of tangibility, security, reliability, empathy, and personalization. Case studies from Malaysia, Indonesia, and Thailand highlight the importance of technological investments, cybersecurity measures, and financial literacy campaigns in driving digital adoption. The findings underscore the critical role of risk management frameworks like COSO ERM in enhancing investor trust and addressing adoption barriers. Practical implications include recommendations for targeted education programs, robust cybersecurity enhancements, and tailored services to foster investor confidence, ensure security, and promote sustainable growth in the digital Unit Trust ecosystem.
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