พฤติกรรมของเจเนอเรชันแซดต่อการลงทุนในคริปโทเคอร์เรนซี

Abstract

The primary objective of this research is to examine the investment behavior of Generation Z in cryptocurrency. The sample comprises individuals born between 1997 and 2012, totaling 300 respondents engaged in cryptocurrency investments over the past six months. Gender quotas were established with 150 male and 150 female participants. Data collection was conducted through online questionnaires. Statistical methods, including frequency, percentage, mean, Chi-square, and Independent sample t-test, were employed for data analysis. The majority of respondents, born between 1997 and 2004 (aged 19-26), hold a bachelor's degree and identify as students. Their average monthly income falls within the range of 15,001-25,000 baht, primarily sourced from salaries. It was found that a significant portion of respondents has not ventured into investments beyond cryptocurrencies. The acceptable loss threshold is reported to be between 21% and 40% of the investment. The dominant form of cryptocurrency investment involves exchanges, with Bitcoin (BTC) ranking as the most favored, followed by Ethereum (ETH). The primary motivation for investing in cryptocurrencies is the potential for high returns, with the main objective being an avenue to augment income. Notably, friends and significant others play a pivotal role in influencing investment decisions.Binance emerges as the preferred platform for crypto investments among respondents. An analysis of the marketing mix (4Ps) reveals critical factors impacting investment decisions. Product-related decisions hinge on the assurance of information security. Pricing decisions revolve around fees, including GAS fees. Place-related decisions emphasize the importance of a reliable platform. Lastly, promotion-related decisions highlight platforms offering cryptocurrency education and investment tutorials.