Factors influencing the adoption of online investment platforms through a task-technology fit perspective: The case of Peru

The rapid growth of digital investing is reshaping how individuals access financial markets. However, adoption in Peru remains limited due to low financial inclusion, limited digital trust, and a lack of understanding of how users evaluate online investment platforms. This study examines the technological and behavioral factors that influence the adoption of these platforms in Peru. Drawing on the Task–Technology Fit model, the research examines how users’ investment task demands and platform technological capabilities shape perceived fit and intention to use these services. A total of 150 observations were collected through an online survey, and structural equation modelling was applied to test the proposed relationships. The results show that Technology Enablement is the strongest predictor of Perceived Fit, followed by Task Demands. Perceived Fit, in turn, strongly determines intention to use online investment platforms, confirming the relevance of task–technology alignment for adoption in emerging markets. The findings suggest that improving platform features that support investment tasks and communicating this value clearly to users can enhance adoption and contribute to broader financial participation and inclusion. Theoretical and managerial implications are discussed.