พฤติกรรมของผู้บริโภคในการเลือกช่องทางการรับรู้ข้อมูลผลิตภัณฑ์ทางการเงิน และการเลือกช่องทางการซื้อผลิตภัณฑ์ทางการเงิน ในเขตกรุงเทพมหานคร

Abstract

Abstract

          The objectives of this study were to study 1) a level of opinion towards digital marketing among customers about channel selection for financial information consumption and 2) customer behavior for decision making on financial products.  The samples of the study were the 400 customers experiencing the use of mobile banking and living in Bangkok.   The data were collected through close-ended questionnaires and analyzed by using descriptive statistics including percentage, frequency, percentage, and standard deviation. 

          The results of the study revealed that the majority of the respondents were females, aged between 31 and 35 years old, received bachelor’s degree, private enterprise employees, and earned 30,001 – 50,000 Baht a month.  Most of the respondents, furthermore, experienced using mobile banking provided by Siam Commercial Bank, Co., Ltd and enjoyed searching for information about deposit products (saving and time deposit).  The websites were the most used platforms.  As for the platform, the shortest time the channel of information provided, the happier the respondents preferred. As for content marketing, also, clear, beautiful, and creative photos and photos with captions were enjoyable.  In terms of online PR marketing, repetition impacted on the customers’ decision making.  Last but not least, the customer behavior influenced on decision making on buying the financial products, especially deposit product (saving and time deposit) through various branches.  In particular, personnel were of highest importance for financial transactions and decision making on purchasing mutual fund, asset allocation, and fixed income fund through mobile banking.  Convenience was a vital reason for using mobile banking because the respondents could use this application anywhere and anytime as well as cost-effectiveness. 

Keywords:  Digital Marketing, Mobile Banking, Financial Product Behavior