THE INFLUENCE OF MEDIA AND ATTITUDES AFFECTING THE DECISION OF INVESTMENTS IN THE STOCK EXCHANGE OF THAILAND OF GENERATION Y IN HAT YAI, SONGKHLA

Abstract

The objective of this research was to study the influence of media and attitudes affecting the investment decision in the Stock Exchange of Thailand of Generation Y people in Hat Yai District, Songkhla Province. The sample group used in the research is the population living in Hat Yai District, Songkhla Province, using a sample of 384 people. This research collected data using a questionnaire, consisting of 5 parts, through convenience sampling. This research analyzed the results of the study using frequency, percentage, mean, standard deviation, and multiple regression analysis. The results of the research found that the majority of the sample were female with the percentage of 63.75, aged between 28 and 33 years with the percentage 53.75, had a bachelor's degree with the percentage 70.75, and were private sector employees with the percentage 33.50 with an average monthly income of 30,000 and 60,000 baht or more with the percentage 46.7. The multiple regression analysis revealed that the influence of media, including the purpose of media use, the characteristics of news content, and the expertise, has an effect on the investment decision in the Stock Exchange of Thailand of Generation Y in Hat Yai District, Songkhla Province. Attitudes towards investment have an effect on the investment decision of Generation Y in Hat Yai District, Songkhla Province in the Stock Exchange of Thailand at the 0.05 level of statistical significance.