The intention of a group of individual investors in Malaysia to subscribe to a Unit Trust fund using the Unit Trust Online Digital Service (UTODS) has not been widely investigated. This study aims to understand how the quality of UTODS influences Malaysian investors' behavioural to subscribe to funds. Given that investor behaviour is crucial to subscription decisions, analyzing their planned behaviour and intentions is essential. The UTODS sector faces significant issues with persistent misconduct, notably unauthorized online transactions by agents. The study utilizes the Theory of Planned Behaviour (TPB), defining perceived usefulness as the UTODS quality and considering risk tolerance as the moderating variable. Extensive literature on online subscription intention, the technological acceptance model, agents’ fiduciary duty, and risk tolerance informed the study’s design. A specific research question was formulated based on this review. Two hypotheses were formulated to examine these relationships. Data were collected via a self-administered questionnaire using a 5-point Likert scale, distributed to 384 individual UTODS users. The investors’ intention to subscribe is measured according to their experiences with UTODS. The gathered data were checked for adequacy, convergent validity, discriminant validity, and reliability before confirming the accepted pattern matrix that best represents the data in the study using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA).

Keywords: Digital Unit Trust, Subscription Intention, Perceived Usefulness, and Risk Tolerance, Unit Trust Online Digital Service (UTODS)