FACTORS AFFECTING CONSUMERS' INVESTMENT INTENTION AND TENDENCY OF USAGE SERVICE ON ROBO-ADVISOR IN BANGKOK METROPOLITAN AREA

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Perawat Nudsoongvong

Abstract

The purpose of this research is to study the factors affecting the investment intentions of consumers and tendencies for service usage of Robo-Advisor in the Bangkok metropolitan area. The sample in this research consisted of 400 respondents. The findings of this study were as follows: most of the respondents were male, aged between 20-29 years of age, held a Bachelor’s degree or equivalent, worked as private company employees, earned an average monthly income lower or equal to 20,000 Baht, and had a single status. The results of the hypothesis testing showed that different demographic factors, including age and average monthly income had different investment intentions by using Robo-Advisor at a statistically significant level of 0.05. The perceived ease of the use of Robo-Advisor influenced perceived usefulness and attitudes toward using Robo-Advisor at a statistically significant level of 0.01. The perceived usefulness of Robo-Advisor influenced attitudes toward using Robo-Advisor and investment intentions by using Robo-Advisor at a statistically significant level of 0.01. The attitudes toward using Robo-Advisor influenced investment intentions by using Robo-Advisor at a statistically significant level of 0.01. The factors of perceived risk included financial and time risk negatively influenced investment intentions by using Robo-Advisor at a statistically significant level of 0.01 and 0.05. The factors of content marketing included the form of the media and the execution of content influenced investment intentions by using Robo-Advisor at a statistically significant level of 0.05. The factors of electronic word-of-mouth by influencers included product and service news, giving advice, and personal experience influenced investment intentions by using Robo-Advisor at statistically significant levels of 0.01 and 0.05. The investment intentions of consumers using Robo-Advisor in the Bangkok metropolitan area is positively related to future investment decisions and trends by using Robo-Advisor, including investment decision trends and with recommendations at a high level and at a statistically significant level of 0.01.

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บทความวิจัย