การศึกษาปัจจัยที่มีอิทธิพลต่อการพัฒนาความสามารถทางการเงินดิจิทัล ของผู้ประกอบการรายย่อย: กรณีศึกษาสินเชื่อออนไลน์

Wasan Uthaileang; Rattthnawadee Setthajit

Authors

Wasan Uthaileang Faculty of Communication Art, Bangkok University
Rattthnawadee Setthajit College of Social Communication Innovation, Srinakharinwirot University

Keywords:

digital finance, digital financial skills, small entrepreneurs, motivation, behavior change

Abstract

This study focuses on developing digital financial capabilities among small entrepreneurs in developing countries, influenced by the growth of digital financial services during the COVID-19 pandemic, which led to an increase in financial transactions via online loan applications. The research utilizes the framework of Behavior Change Theory and the I-change Model to examine factors influencing the development of digital financial skills, specifically emphasizing digital financial knowledge, attitudes, and self-efficacy. This study focuses on developing digital financial capabilities among 400 small entrepreneurs from Bangkok Metropolitan Area, influenced by the growth of digital financial services during the COVID-19 pandemic. Utilizing Behavior Change Theory and the I-change Model, the research examines factors affecting digital financial skills, emphasizing knowledge, attitudes, and self-efficacy. Structural Equation Modeling (SEM) and Path Analysis reveal a significant positive relationship between knowledge, motivation, and digital financial skills, revealing a significant positive relationship between knowledge and motivation, which directly impacts the digital financial skills and capabilities of entrepreneurs. Furthermore, entrepreneurs’ attitudes and self-confidence play a crucial role in fostering new behaviors that support confident use of online loan services and including the process of preparation and appropriate training. Recommendations from this study highlight the importance of developing motivational courses and government support to sustainably enhance small entrepreneurs' access to digital financial services.

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