Abstract:
Inflation rate in Thailand has increased and it leads to the devaluation of money. As gold is considered as a safe haven to hedge against high inflation and the demand of gold in Thailand has increased by 44 percent in 2021, a large number of gold retailers have developed an online gold saving program to capitalize the increase in gold demand. Therefore, this research was focused on the factors that influence consumer behavior of gold saving via an online platform. The primary data used in this research paper were collected from 390 respondents through an online survey. Two-way ANOVA was conducted to examine the effect of age and gender on interest in gold saving program via an online platform and find that younger generations were more interested in gold saving program through an online platform more than older generations. Also, the result from multiple regression shows that high inflation was the significant factors that lead to gold saving decision for investmet via an online platform.
