THE STRUCTURAL EQUATION MODELLING OF FACTORS AFFECTING SAVINGS AND INVESTMENT BEHAVIORS OF GENERATIONS Z IN THAILAND

Generation Z, at the age of studying and beginning a job, has a strong sense of self-worth and can make sound investment decisions. However, these decisions frequently result in losses. This study aimed to determine the level of financial literacy, saving, and investment habits among Thai Generations Z and to identify the factors that influence saving and investment behaviours to establish stable wealth in the future. The study population in Thailand was between the ages of 20 and 25. According to the Stock Exchange of Thailand (SET), investors must be at least 20 years old and have at least one investment trading experience, according to the Stock Exchange of Thailand (SET). 220 individuals were included in the sample. The sample is determined using a nonprobability sampling technique combined with a purposive sampling approach. The structural equation modelling technique was used to analyze the data. According to research findings, this generation has a high level of overall financial literacy and a mean proficiency in financial management. According to the new findings in this study, despite their great financial management ability, this generation exhibited negative investment habits with a statistical significance of 0.05. Financial goods aimed at this group should be low-cost with a quick payback.