| 520 สาระสังเขป |
The living cost of Chinese college students studying in Thailand has become higher. Therefore, Chinese college students in Thailand buy internet financial products that interest rate is higher than deposit money in the bank. Investigation on factors affecting purchase intention of internet financial products of Chinese college students is to investigate the relationship between affecting factors and the purchase intention of Chinese college students in Bangkok to purchase internet financial products. A quantitative research study using questionnaire was conducted on a sample 403 Chinese college students studying in Bangkok who have had purchased Yu' e boa. The data were analyzed with statistical method of multiple regression. The finding indicates a significant relationship between perceived risk, perceived value, perceived usefulness, perceived ease of use, subjective norms and purchase intention. This indicates negative influence of perceived risk on purchase intention. The perceived value, perceived usefulness, perceived ease of use and subjective norms were found to be positively linked to purchase intention. |