Factors influencing behavior intention in digital investment services of mutual fund distributors adoption in Thailand
Issued Date
2022
Copyright Date
2022
Resource Type
Language
eng
File Type
application/pdf
No. of Pages/File Size
xi, 54 leaves : ill.
Access Rights
open access
Rights
ผลงานนี้เป็นลิขสิทธิ์ของมหาวิทยาลัยมหิดล ขอสงวนไว้สำหรับเพื่อการศึกษาเท่านั้น ต้องอ้างอิงแหล่งที่มา ห้ามดัดแปลงเนื้อหา และห้ามนำไปใช้เพื่อการค้า
Rights Holder(s)
Mahidol University
Bibliographic Citation
Thematic Paper (M.Sc. (Information Technology Management))--Mahidol University, 2022)
Suggested Citation
Haruthai Kasemharuethaisuk Factors influencing behavior intention in digital investment services of mutual fund distributors adoption in Thailand. Thematic Paper (M.Sc. (Information Technology Management))--Mahidol University, 2022). Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/113940
Title
Factors influencing behavior intention in digital investment services of mutual fund distributors adoption in Thailand
Alternative Title(s)
ปัจจัยที่ส่งผลต่อความตั้งใจในการใช้การบริการแบบดิจิทัลของนายหน้าซื้อขายหน่วยลงทุนกองทุนรวมในประเทศไทย
Author(s)
Advisor(s)
Abstract
Mutual Fund is a financial product of Asset Management Companies (AMC). Some distributors provide differentiated services in the form of brokerages. Presently, the concept of distribution is changed from agents to digital services. From traditional financial services, the distributors generally perform standard solutions that are familiar to people. Technology redefines financial services for individual investors. Technology acceptance from individual investors is important to study behavioral intentions when mutual fund investment widely steps available channels up to application and website. The objectives of this study are the factors of digital service and the factors relating behavioral intention to the use of digital investment services from mutual fund distributors in Thailand. Developing the conceptual research model uses the extended Technology Acceptance Model (TAM2) together with variables from previous research in investment behavior and fintech adoption. A total of 76 respondents was Thai investor who knows mutual fund. Data analysis and path model estimation were proposed using PLS-SEM (Partial Least Squares-Structural Equation Modeling). The results showed that perceived usefulness directly serves users producing intention to use a digitalized system for mutual fund investment services. A user’s perceived usefulness received the significant impact of convenience, trust, and subjective norms, respectively. The support from the regulator or government complements users’ trust in the digital investment services of mutual fund distributors. IMPLICATION OF THEMATIC PAPER: This study explains the important complement of digital investment services that Thai individual investors are looking for. Furthermore, these findings can introduce mutual fund distributors and financial platform owners to understand user behavior. Initially, they can apply it in a strategy of marketing, platform development, or services planning for their digital investment services.
Degree Name
Master of Science
Degree Level
Master's degree
Degree Department
Faculty of Engineering
Degree Discipline
Information Technology Management
Degree Grantor(s)
Mahidol University