COMPARISONS OF CRYPTOCURRENCY INVESTMENT BEHAVIORS BETWEEN MALES AND FEMALES OF GENERATION Z
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Abstract
This research applies consumer behavior to framework to 1) study crypto currency investment of generation Z (those who were born between B.E. 2040 - B.E. 2555); 2) compare crypto currency investment behaviors of males and females. The research sample consists of 300 generation Z persons who have invested in crypto currency in the past six months, divided into 150 males and 150 females. The survey was conducted using an online questionnaire. The analysis to compare investment behaviors of males and females was conducted using chi-square test and t-test. The research findings revealed that most generation Z investors had moderate to low levels of investment knowledge and invested as traders via Binance platform. The largest number of respondents invested in crypto currency alone because of high and quick return. Friends and social media influenced their investment decisions. They invested during free time and searched information by themselves from websites and the Internet. Investment funds were from their savings. They had moderate to high investment satisfaction and tended to recommend crypto currency investment to the others. Comparing between males and females, characteristics that males had more than female were investment knowledge, investment amount, investment frequency, satisfaction, and tendency to recommend to the others. Characteristics that females had more than males were the receiving of more influence from friends and boyfriends, the investment according to crypto currency trends, and the investment to follow those of famous investors. As for the influence of marketing mix factors, the factor price and the factor of promotion affected females more than males.
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