Factors Influencing Behavior Intention in Digital Investment Services of Mutual Fund Distributors Adoption in Thailand

There are various types of mutual fund distributors in Thailand that utilize technology to provide investment services individual investors. These can be accessed through mobile or internet banking, allowing investors make transactions and invest funds at their convenience. This work aims identify the factors influence use digital offered by brokerages. We have developed a conceptual model based on Technology Acceptance Model (TAM2) relevant literature fintech financial behavior, comprising seven variables six hypotheses. Our research method involves questionnaire survey Thai partial least square structural equation modeling (PLS-SEM) for data analysis. The results show investors’ intention is significantly impacted perception usefulness these services. Additionally, this also influenced other such as convenience, trust, subjective norm, but not perceived ease use. may because most our study’s participants tech-savvy. findings insight into perspectives perceptions who experiences investment.