การตัดสินใจเชิงกลยุทธ์ด้านการลงทุนของนักลงทุนในตลาดหลักทรัพย์แห่งประเทศไทย (Strategic decision making in investment of investors in stock exchange of Thailand)
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Abstract
This research had three following objectives: (1) to study decision making process factors affecting the decision making on stock trading of investors in the Stock Exchange of Thailand; (2) to study the influence of factors affecting the process of decision making on stock trading of investors in the Stock Exchange of Thailand; and (3) to create a strategic decision making model on stock trading of investors in the Stock Exchange of Thailand. This research was a mix-method research involving the quantitative and qualitative research methodologies. In the qualitative study, the researcher conducted in-depth interviews of 5 key research informants who were investors in the Stock Exchange of Thailand; while in the quantitative study, a questionnaire was used to collect data from 510 investors who used to invest in the Stock Exchange of Thailand. The qualitative data were analyzed with content analysis; while the quantitative data were statistically analyzed with descriptive statistics and structural equation model analysis. The research findings showed that the decision-making process factors affecting the decision making on stock trading of investors as a whole were at the high level. The factors of behaviors, knowledge, technology, and pattern of investment affected the process of decision making on stock trading of the investors. Furthermore, the created strategic decision-making model on stock trading of investors in the Stock Exchange of Thailand had goodness-of-fit with the empirical data. In addition, interview results revealed that the decision-making process, behavior, knowledge, technology, and pattern of investment had influences on decision making results of investors in the Stock Exchange of Thailand.
Article Details
1. กองบรรณาธิการสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
2. บทความทุกเรื่องจะได้รับการตรวจสอบทางวิชาการโดยผู้ทรงคุณวุฒิ แต่ข้อความและเนื้อหาในบทความที่ตีพิมพ์เป็นความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว มิใช่ความคิดเห็นและความรับผิดชอบของมหาวิทยาลัยศรีปทุม
3. การคัดลอกอ้างอิงต้องดำเนินการตามการปฏิบัติในหมู่นักวิชาการโดยทั่วไป และสอดคล้องกับกฎหมายที่เกี่ยวข้อง
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