ปัจจัยที่ส่งผลต่อความตั้งใจเชิงพฤติกรรมของนักลงทุนเจเนอเรชันวายในการซื้อขายหุ้นออนไลน์
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การวิจัยครั้งนี้มีวัตถุประสงค์เพื่อวิเคราะห์ปัจจัยที่ส่งผลต่อความตั้งใจเชิงพฤติกรรมสำหรับการซื้อขายของนักลงทุนรายย่อยผ่านระบบออนไลน์ ด้วยการเก็บรวบรวมด้วยแบบสอบถามจากนักลงทุนรายย่อยเจเนอเรชั่นวายด้วยวิธีการสุ่มแบบบังเอิญ จำนวน 525 คน การวิเคราะห์ครั้งนี้ใช้เทคนิคการวิเคราะห์โมเดลสมการโครงสร้าง ผลการศึกษาพบว่า การรับรู้ความปลอดภัยและการรับรู้ความเป็นส่วนตัวมีอิทธิพลต่อการรับรู้ความง่ายในการใช้ นอกจากนั้นการรับรู้ความปลอดภัย การรับรู้ความเป็นส่วนตัว และการรับรู้ความง่ายในการใช้มีอิทธิพลต่อการรับรู้ประโยชน์ ส่วนการรับรู้ประโยชน์และการรับรู้ความง่ายในการใช้มีอิทธิพลต่อความไว้วางใจ เช่นเดียวกันการรับรู้ประโยชน์ในการใช้มีอิทธิพลต่อทัศนคติ อย่างไรก็ตามการรับรู้ความง่ายในการใช้ไม่มีอิทธิพลต่อทัศนคติ สุดท้ายความไว้วางใจและทัศนคติมีอิทธิพลต่อความตั้งใจเชิงพฤติกรรม ซึ่งผลการศึกษาครั้งนี้สามารถทำให้บริษัทการลงทุนนำไปพัฒนาแนวทางในการลงทุนออนไลน์ให้เกิดประโยชน์และสอดคล้องกับพฤติกรรมของนักลงทุนเพิ่มมากขึ้น
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บทความที่ได้รับการตีพิมพ์ในวารสารเป็นความคิดเห็นของผู้เขียน มิใช่ความคิดเห็นของกองบรรณาธิการและคณะผู้จัดทำวารสาร และบทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสารบริหารธุรกิจและการบัญชี มหาวิทยาลัยขอนแก่น
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