Research on the Impact of Digitalization on Individual Investors’ Behavior from the Perspective of Behavioral Finance

As the world enters an irreversible digital transformation, massive information penetrates into all aspects of people’s lives, especially the financial field based on information utilization and information management. Under the guidance of digital social networks, the investment behavior of individual investors who are relatively unprofessional has been affected by a non-negligible impact. Based on the division of investors’ investment steps and the analysis of the influencing factors of specific steps from the perspective of behavioral finance, it is found that the impact of digitalization on individual investor behavior is quite complex and promotes investors to the ideal investment path from both positive and negative directions. The complex impacts of digital transformation on individual investors require investors to strengthen their own information collecting and processing capabilities, taking advantage of the positive effects of digitalization, and abandoning its negative effects. It also requires the vigorous supervision and prevention of financial market regulators to jointly build a stable market order.