FACTORS AFFECTING INVESTMENT DECISIONS IN FINANCIAL ASSETS AMONG GENERATION Z IN SONGKHLA PROVINCE

Abstract

The objective of this research was to study the motivational factors, investment behavior, and economic factors influencing investment decisions in financial assets among Generation Z in Songkhla Province. The results of the study revealed that: 1) Motivational factors significantly influenced factors affecting investment decisions in financial assets among Generation Z in Songkhla province at the 0.05 level of statistical significance. Investors valued returns and were inspired by role models, reflecting their desire for financial security in the future. 2) Investment behavior significantly influenced factors affecting investment decisions in financial assets among Generation Z in Songkhla province at the 0.05 level of statistical significance. Investment behavior included not only buying and selling assets but also gathering information prior to investing, financial planning, and consideration of acceptable risk levels. 3) Economic factors did not significantly influence investment decisions in financial assets among Generation Z in Songkhla Province at the 0.05 level of statistical significance, even though investors were aware of economic information such as interest rates and inflation.