Factors influencing Working Age’s Decision Making in Digital Asset Investments: a study of Fraction Ownership in Thai Property

Abstract

The research aims to study the factors influencing working-age individuals' decision-making in digital asset investments, focusing on fractional ownership in Thai property. This study is expected to provide valuable insights and serve as a guideline for future investments in Thailand's digital property sector. Data for this study were collected using an online questionnaire, which was distributed to 402 respondents, including 236 experienced investors and 166 inexperienced investors. The data were analyzed using descriptive statistics, and hypothesis testing was performed using inferential statistics. The findings revealed that experienced investors had a higher level of knowledge regarding property asset tokenization than inexperienced investors. Moreover, a positive relationship was observed between knowledge levels and increased awareness of property asset tokenization, particularly among inexperienced investors. Notably, the research also discovered that while experience in investment and awareness of property asset tokenization were important, they did not significantly influence the level of concern about property asset tokenization among respondents. Furthermore, the study examined the impact of the marketing mix factors (7Ps) on property asset tokenization. It was found that the price alignment with the property’s location and type directly affected the concerns regarding property asset tokenization. The analysis also showed that experienced investors placed more emphasis on factors such as the location, post-investment value, and potential capital gain when making investment decisions. This indicates that experienced investors are more likely to consider a broader range of factors compared to inexperienced investors, who may be more focused on the fundamental aspects such as awareness and basic knowledge of tokenization.