The Impact of Financial Literacy, and Human Behaviour, and Influencer Credibility Factors toward Financial Behaviour

Abstract

This study examines the influence of financial literacy, human behaviour, and influencer credibility on financial behaviour among residents in a specific region. The population of interest in this study was individuals living in Bangkok, and the sample consisted of internet-enabled Bangkok residents who were willing to participate. Convenience sampling was used to recruit participants, and data was collected using an online survey. Statistical analyses included descriptive statistics, correlation analysis, and regression analysis. The study found that financial literacy has a significant positive impact on both family income and assets, with a greater impact on assets. In addition, the study demonstrates that human behaviour is a crucial factor in financial decision-making, as stress and past experiences can affect perceptions of risk and influence investment decisions. Furthermore, the study reveals that influencer credibility plays a significant role in consumer behaviour, with individuals more likely to engage with and have a positive intention to purchase products recommended by credible and attractive influencers. Statistically significant level is p < .001.