การวิเคราะห์การใช้จ่ายส่วนบุคคลที่เกี่ยวข้องกับเศรษฐกิจดิจิทัลในประเทศไทย

Abstract

An Analysis of Digital Economy Related Personal Expenditure in Thailand has an aim to survey personal expenditure that is related to digital economy, to study factors that determine digital economy related personal expenditure, and to analyze the impact of such personal expenditure on an individual’s wellbeing. An online questionnaire is used as a data collection method for 444 samples. The data is analyzed through a descriptive statistics approach to describe the survey results. Seemingly Unrelated Regression Estimator (SURE) is also used to study the factors affecting personal expenditure related to digital economy, while ordered probit is the analysis method to identify the impact of digital economy related personal expenditure on an individual’s wellbeing. According to the study results, those having their workplace in Chiang Mai represent the majority of the samples (60.81 percent). Most of them use the Internet at home (more than 75 percent) and more than 80 percent use the Internet during 18.01 – 24.00. LINE is the most popular application. More than 89 percent of the samples use the Internet through social media websites. The most common purposes are for chatting, making phone calls, and social networking (more than 75 percent). The average spending through online trading is 55,974.75 baht per month. Most of the samples use the Internet for entertainment and have not benefited from the Internet by using it for learning or increasing income. On the impact of digital economy related personal expenditure on individuals’ wellbeing, the study found that Internet users who spend little on advertising media and much on online trading and air ticket purchase are happier in terms of dining. Meanwhile, those who have small expenditure on online learning and large expenditure on downloads are happier working. Internet users whose large portion of spending is on online air ticket purchase are happier doing hobbies, while those who spend little on movies have a happier family. On the other hand, Internet users who spend much on applications are happier from generating higher extra incomes.