RELATIONSHIP BETWEEN EXPOSURE TO ONLINE MEDIA OF BANK OF THAILAND AND CONSUMERS’ AWARENESS OF FINANCIAL RISKS

Abstract

The objectives of the research are to study consumers’ exposure on online media of the Bank of Thailand (BOT) on financial risks and their awareness of the issue, to compare the difference between the demographic profile and their exposure to the BOT online media on the issue, and to study the relationship between their exposure to the BOT online media and awareness of the issue. The research adopts a survey research method. The population consists of 300 consumers aged 18 years and above who consumed online media of Bank of Thailand about financial risks within last one year, selected by volunteer sampling. The finding reveals that on average the samples have a moderate exposure to the BOT online media on financial risks, with the highest score found in Facebook, followed by Website, Line official, Instagram, YouTube, Twitter and TikTok respectively.  The duration of each exposure to the BOT online media by the majority of the samples is not more than 5 minutes. In addition, it is found that on average the samples have the highest awareness of the financial risk, with the highest score found in deception scam, followed by various forms of online scam, mobile phone scam, informal financing business scam, online banking scam, and electronic card scam respectively. The testing of the hypothesis reveals that consumers with difference in age, highest education level, and monthly personal income show no significant difference in their exposure to BOT online media on financial risks.  However, the exposure to BOT online media on the subject has a significantly positive relationship with the awareness of financial risks in terms of electronic card scam and online banking scam.

Keywords: communication management / media exposure / online media / financial risk / Bank of Thailand