ความรู้ทางการเงินกับพฤติกรรมการวางแผนทางการเงินของกลุ่มคนเจนวายในจังหวัดเชียงใหม่ : การวิเคราะห์บนพื้นฐานทฤษฎีพฤติกรรมตามแผน

Abstract

The purposes of this research are to study the influence of financial literacy, attitude, subjective norm, and perceived behavioral control factors toward the behavioral intention of financial planning of the gen y group in Chiang Mai, and to analyze the factors affecting the choice of financial planning model of the gen y group in Chiang Mai. Survey data, using the accidental sampling method, were collected from 400 people were employed. The questionnaires were distributed online with a google form. Frequency, percentage, mean, multiple regression, and logistic regression were used in the study. The results show that gender, occupation, subjective norm, perceived behavioral control, and financial attitude affects behavioral intentions, influencing financial planning behavior. Also, the subjective norm variable has a significant impact on the choice of financial planning - this year (Short-term plan), in ten years (Mid-term plan), retirement (Long-term plan). Thus, commercial bankers, life insurancers, business employers, and related parties should plan or design financial products for Gen Y to avoid misconceptions about financial management until they can carry out such activities continuously and sustainably.