The Factors Determining Saving Intention According to Patterned Behavior Theory: A Case Study of Members of the Kasetsart University Savings Cooperative
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Abstract
The determinants of members’ intention to increase deposits at the Kasetsart University Savings Cooperative by employing the Theory of Planned Behavior, encompassing Attitude, Subjective Norm and Perceived Behavioral Control. The sample comprised 382 cooperative members. Data were collected through a structured questionnaire and analyzed using descriptive statistics, Analysis of Variance (ANOVA), and Multiple Linear Regression analysis. The reliability assessment demonstrated good to excellent internal consistency, with Cronbach’s Alpha coefficients ranging from 0.839 to 0.909. The regression analysis revealed that Attitude, Subjective Norm and Perceived Behavioral Control exerted significant positive influences on saving intention. The proposed model accounted for 44.9% of the variance in saving intention (R² = 0.449). Furthermore, education level and average monthly income were found to significantly differentiate members’ decisions to increase deposits. Notably, perceived behavioral control emerged as the most influential predictor of members’ intention to increase deposits.Therefore, the Kasetsart University Savings Cooperative should promote members' perceived behavioral control by providing convenient saving channels and measures that facilitate increased deposits. In addition, the cooperative should foster positive attitudes toward saving and continuously communicate the benefits of saving to enhance members' intention to increase their deposits.
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