Integrated financial communication framework: how interactivity, motivational design and behavioral economics enhance investment intention
| dc.contributor.advisor | Kullatip Satararuji | th |
| dc.contributor.author | Egkachai Angkawanich | th |
| dc.date.accessioned | 2024-04-25T07:04:02Z | |
| dc.date.available | 2024-04-25T07:04:02Z | |
| dc.date.issued | 2020 | th |
| dc.date.issuedBE | 2563 | th |
| dc.description | Thesis (Ph.D. (Communication Arts and Innovation))--National Institute of Development Administration, 2020 | th |
| dc.description.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. | th |
| dc.format.extent | 251 leaves | th |
| dc.format.mimetype | application/pdf | th |
| dc.identifier.other | b212223 | th |
| dc.identifier.uri | https://repository.nida.ac.th/handle/662723737/6845 | th |
| dc.language.iso | eng | th |
| dc.publisher | National Institute of Development Administration | th |
| dc.rights | This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. | th |
| dc.subject.other | Communication -- Policy and planning | th |
| dc.subject.other | Economics -- Psychological aspects | th |
| dc.title | Integrated financial communication framework: how interactivity, motivational design and behavioral economics enhance investment intention | th |
| dc.type | text::thesis::doctoral thesis | th |
| mods.genre | Dissertation | th |
| mods.physicalLocation | National Institute of Development Administration. Library and Information Center | th |
| thesis.degree.department | Graduate School of Communication Arts and Management Innovation | th |
| thesis.degree.discipline | Communication Arts and Innovation | th |
| thesis.degree.grantor | National Institute of Development Administration | th |
| thesis.degree.level | Doctoral | th |
| thesis.degree.name | Doctor of Philosophy | th |