THE RELATIONSHIP BETWEEN TYPES OF DIGITAL MEDIA AND FINANCIAL LITERACY OF FINANCIAL CONSUMERS

Abstract

The purposes of this research were 1) to study the level of financial literacy of financial consumers 2) to study the relationship between types of digital media and financial literacy of financial consumers. The samples of the research were 400 financial consumers in Bangkok and vicinities. Those group sample were selected by using purposive sampling technique. The research tools were questionnaire about the digital media patterns in financial institutions and financial literacy (test score). The data was analyzed by using frequency distribute, mean, percentage, standard deviation and Pearson’s correlation. In form the study, most of financial consumers had 5 years of Internet experience and usage smartphone was the most popular. For financial literacy, it was found that 1) the level financial literacy of financial consumers was the low level 2) the relationship between digital media patterns and financial literacy of financial consumers were found to be correlated at a high positive level (r = 0.610) with statistical significance at 0.01 which means that financial consumers who receive a high level of information or news about financial literacy depends on the digital media. In which motion picture media that advertising via YouTube channels. For the future research should study cover the components of financial skills which consists of financial knowledge, financial attitude, financial behavior and future research should also focus on other regions in Thailand.