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Investing money set aside in stocks or funds is becoming increasingly attractive as central banks hardly pay any interest. A recent trend shows that retail investors are investing in exchange-traded funds (ETFs), because they enable risk diversification and require little administrative effort, so that even experienced retail investors are switching from stocks to ETFs. To explain this behavior, we draw on migration theory and conduct a qualitative study. Our results suggest that such switchesdblp:conf/amcis/MeierM21 fatcat:gike6auvefeuje63wki2p66p5e