ปัจจัยที่มีผลต่อการตัดสินใจก่อหนี้เกินตัวของกลุ่มคน Generation Y ช่วงหลังเกิดสถานการณ์โควิด 19 : กรณีศึกษาจังหวัดภูเก็ต

Abstract

Research on Factors Affecting Decision of Over-indebtedness among Generation Y after COVID-19 Situation : A Case study of Phuket Province, The purpose of this study was to study Individual factors, Behavior of Over-indebtedness, Consumption habits, Marketing mix factors and COVID-19 factors affecting the over-indebtedness behavior of Generation Y in Phuket province after COVID-19 situation, The researcher used primary data gathering questionnaire from Generation Y populations 399 persons in Phuket province. Descriptive data analysis using percentage, frequency distribution, mean and standard deviation and inferential analysis by One-way ANOVA and Multiple Regression Analysis. The study found Generation Y in Phuket province who responded to questions were mostly female populations 248 persons, graduated with a bachelor’s degree, occupation are private company/hotel staff career that were single, most of them have planned monthly expenses and never defaulted on their debt payments, had an income of 15,000 – 30,000 bath per month and have various debts of 5,001 - 10,000 baht per month and have 1-3 credit cards or debit cards. For the analysis of factor affecting decision of over-indebtedness, it was found that 1) Individual factors are different. The decisions to over-indebtedness are different. 2) Behavior of over-indebtedness are different. The decisions to over-indebtedness are different. 3) Consumption habits affecting decision of over-indebtedness 4) Marketing mix factors affecting decision of over-indebtedness in 3 aspect, product, distribution channel and marketing promotion, and 5) COVID-19 situation affecting decision of over-indebtedness