Factors Influencing the Decision to Use Broker Applications for Stock Trading in Thailand

This study investigates the factors influencing Thai investors’ decision to use broker applications for stock trading, focusing on demographic and external factors that may shape user preferences and behaviors. Demographic variables, including age, education, and gender, along with external factors such as brand trust and application quality, were examined to understand how these characteristics impact app adoption in an increasingly competitive digital trading environment. Data were collected through questionnaires administered to 400 investors with experience using broker applications in Thailand. Analytical methods, including descriptive statistics, t-tests, ANOVA, and regression analysis, were employed to identify significant relationships and test hypotheses regarding these influencing factors. These findings provide practical insights for broker companies, indicating that emphasizing application security and building brand credibility are key strategies to attract and retain users across diverse demographic segments. This research adds to the understanding of financial technology adoption by offering an in-depth analysis of user preferences in digital trading applications. The results provide actionable guidance for broker firms, helping them align app features with user expectations, thus enhancing engagement, fostering long-term satisfaction, and encouraging widespread adoption of their services.