INVESTORS' BEHAVIOR TOWARDS DECISION TO USE DIGITAL ASSET TRADING SERVICES IN THAILAND
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Abstract
The objective of this research is to 1) to study investor behavior towards decision-making in using digital asset trading services in Thailand, 2) to study factors affecting investor behavior towards decision-making in using digital asset trading services in Thailand, and 3) to study investor behavioral approaches towards decision-making in using digital asset trading services in Thailand. This research employs a qualitative approach, utilizing semi-structured interviews with 20 key informants, specifically selected from executives and business operators licensed to operate digital asset trading centers by the Securities and Exchange Commission. The data obtained are analyzed, synthesized, and presented in a descriptive format. The research results show that, according to objective 1, investor behavior towards decision-making must be very important in understanding the trends and factors affecting investor decision-making in digital assets, which are caused by various factors, such as the perception of increasing value of assets, the development of blockchain technology, and the opportunity to make a profit from trading in the digital market. According to objective 2, the factors affecting investor behavior toward decision-making are information and news. Most investors tend to rely on the latest information about companies, market conditions, and economic trends. Receiving accurate, reliable, and timely information allows them to make decisions with more confidence. According to objective 3, investor behavioral approaches towards decision-making in using services, investors mainly consider the credibility of the service provider. Whether it is a securities company, bank, or investment platform, transparency, financial stability, and reputation in the market directly affect investors' confidence. The more the service provider can demonstrate their expertise, the more likely it is to attract investors to use the service.
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