พฤติกรรมของเจเนอเรชันวายต่อการลงทุนในคริปโทเคอร์เรนซี

Abstract

This study investigates the millennials’ behaviors (also known as Generation Y) towards investing in cryptocurrency. The sample group comprises 300 millennials who have invested in cryptocurrency in the last six months. The sample group is selected by quota sampling, with 150 people born between 1981 and 1987 and 150 people born between 1990 and 1996. Data were collected through online questionnaires and analyzed using statistics, including frequency, percentage, mean, Chi-square, and t-test. Results indicated that most respondents are male. The highest level of education is a bachelor’s degree in business administration and work as a private company employee. An average monthly income is more than 45,000 baht, which is mainly earned from the salary. Prior to investing in cryptocurrency, they have invested in equities and been able to accept a loss from the investment of around 21 - 40% of their capital. Currently, the sample group has a moderate level of understanding of cryptocurrency. Using their savings to invest, they invested less than 10% of the total portfolio value in cryptocurrency with a portfolio value of 1,000 - 10,000 Baht. They have mostly invested in the Exchange market form in the Spot market. On the other hand, the respondents who have invested in the Future market use Leverage 1X - 20X. Additionally, those who invest in BTC have held for more than one month. The main reason to start investing in cryptocurrency is because of the high returns. The main objective of investing in cryptocurrency is profit speculation. Social media influence the initiation and the decision for cryptocurrency investment the most. Investment is usually conducted when having free time. The frequency of investment is less than once a month through Binance because this application is easy to use. Before investing, they usually search for information from social media by themselves, use technical analysis, or consider graph dynamics before making decisions. Also, they evaluate investment alternatives due to the rate of returns. According to cryptocurrency investment, most of them feel moderately satisfied due to the loss of principle during investment. In comparison, the highest and highly satisfied people perceived that cryptocurrency investment could provide high returns. They may also recommend other people to invest in cryptocurrency. The marketing mix factors influencing investors the most comprise factors related to the product (information security), price (fee/GAS), communication channel (credibility), and promotion (reduction of transaction fee).