Integrated financial communication framework: how interactivity, motivational design and behavioral economics enhance investment intention
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2020
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2563
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eng
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251 leaves
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b212223
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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National Institute of Development Administration. Library and Information Center
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Egkachai Angkawanich (2020). Integrated financial communication framework: how interactivity, motivational design and behavioral economics enhance investment intention. Retrieved from: https://repository.nida.ac.th/handle/662723737/6845.
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Integrated financial communication framework: how interactivity, motivational design and behavioral economics enhance investment intention
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Abstract
The objective of this study is to develop the Integrated Financial
Communication Framework (IFCF). The goal is to promote the knowledge and
understanding necessary to achieve the objectives based on the investment intention of
individual investors. Data was collected from investors, who used the Integrated
Financial Communication System (IFCS), utilizing a questionnaire. The analysis of the
data was conducted using PLS-SEM of the communication model, which is comprised
of interactivity, gamification, learning motivation, information-processing, and risk
aversion impact on investment intention. The second part is a content analysis of benefit
of investing influencing factors that impact investing decision and behavioral bias.
The research findings from the first part of the study indicated that learning
motivation is important to the achievement of the goals of investment intention. This is
followed by gamification and interactivity. It is also found that these two factors have
to be modified to increase the effectiveness of communications. Thus, it is found that
the PLS-SEM among individual investors have different responses to the factors.
The findings from the second part of the study indicated that cognitive errors,
were the group of factors that had the most influence of investment. It is the mediator
between information-processing and risk aversion. This is followed by emotional
biases, which is the mediator between risk aversion and investment intention. It is also found that emotional benefit such as self development created the
perspective of self-fulfillment. This is the most important influence on the investment
action of individual investors. The most influential supporting factor used in the
decision-making is past stock price return.
This study has developed the framework for communications to create
investment intention among individual investors. The strength of the communication
model presents the importance of managing communications through understanding of
Thai investors’ behavior. This allows stock brokers and financial institutions to
develop, improve, and promote financial communication in the stock market targeted
to the individual to fulfill their needs.
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Thesis (Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2020