Exposure and Attitude of Middle-Income Investors Toward Mutual Fund Investment Media and Content
พฤติกรรมการเปิดรับและทัศนคติที่มีต่อสื่อและเนื้อหาการลงทุนใน กองทุนรวมของนักลงทุนรายได้ปานกลาง
by Panatchakorn Lieosakul; พนัชกร เลียวสกุล; Warat Karuchit; วรัชญ์ ครุจิต
Title: | Exposure and Attitude of Middle-Income Investors Toward Mutual Fund Investment Media and Content พฤติกรรมการเปิดรับและทัศนคติที่มีต่อสื่อและเนื้อหาการลงทุนใน กองทุนรวมของนักลงทุนรายได้ปานกลาง |
Advisor: | Warat Karuchit
วรัชญ์ ครุจิต |
Issued date: | 7/1/2022 |
Publisher: | National Institute of Development Administration |
Abstract: |
Encouraging people to save money by investing in mutual funds can help improve people’s quality of life and be a major driving force for economic growth and development. Moreover, in the digital age, investors’ self-information-seeking and management behaviours have spurred the growth of online media for financial and investment information. Due to the important role of mutual fund investment communication, this research aims to study the exposure and attitudes of middle-income investors towards mutual fund investment media and contents to guide the design of mutual fund investment media and contents that effectively capture middle-income investors’ interest, leading to increased mutual fund investment in the future. This qualitative research uses in-depth interviews to study the exposure and attitudes towards mutual fund investment media and contents. The subject studied were 16 middle-income earners who have invested in mutual funds at least once, invest in mutual funds for at least once a year, and live in Bangkok metropolitan areas with income from 30,000 to 100,000 baht. This research studies the ways to analyse communication strategies of the design of mutual fund investment contents of four creators or directors of mutual fund investment media and analyses popular mutual fund investment media among investors using document analysis.
The research results reveals that most middle-income investors have mutual fund investment media perception behaviours that are consistent with their daily lifestyle, being regularly exposed to online media. Knowledge foundation of mutual fund investment and individual’s investment experience influence his choice of exposure to style and contents, and all middle-income investors have good attitudes towards online media but a low level of trust. As a result, creators and directors of mutual fund investment media should focus on building trust in online media and continuously and regularly creating the brand image to create awareness and recognition among the audience, leading to long-term interest. In terms of style and contents of mutual fund investment, middle-income investors are highly satisfied since they are able to meet various needs and presented in an interesting way. Directors and creators need to focus on studying and holistically analysing the target audience using the TGE criteria as a guide for designing fund investment media and contents that effectively meet the target audience’s needs. They should also analyse the audience and consumer’s behaviour to guide the design of contents to directly address the problems of the audience or consumers. Furthermore, building engagement with the audience and customer relationship management help create a positive attitude towards the audience, leading to long-term interest and brand loyalty. |
Keyword(s): | กลยุทธ์การสื่อสาร
พฤติกรรมผู้รับสาร Communication strategy Audience behavior |
Type: | Text |
Language: | tha |
URI: | https://repository.nida.ac.th/handle/662723737/5705 |
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