รายงานการวิจัย เรื่อง ปัจจัยสู่ความสำเร็จของการประกอบธุรกิจสินเชื่อพิโกไฟแนนซ์

Abstract

This research on key success factors for PICO finance business aims to 1) study business’s key success factors in perspective of related government agency 2) study business’s key success factors in perspective of PICO finance business ownerห 3) study business’s key success factors in perspective of Thai people who have experiences with outlaw debt. The qualitative research, with in-depth interview technique, is conducted. Key informants consist of 2 representatives from related government agency, 9 business owners of 6 entities, and 13 people who have experiences with outlaw debt. The results show that familiarity between lenders and borrowers, management skill, and legal operations when debt default are key success factors for the business in the viewpoint of government agency’s representatives. While business owners present that clearly understanding on specific attribute of the business, notion on borrower’s behavior and utilizing proper technology should be key success factors. Nonetheless, people who have experiences with outlaw debt express that more publicizing the business, speed of loan approval and higher credit line are important for expanding of the business. According to the results, I summarize, based on diffusion of innovation concept (Rogers, 2003), that the attributes of PICO finance to acquire higher rate of adoption are less complexity product, trial ability and observability. However, incongruence in the opinion about outstanding relative advantages of PICO finance and competing debt and the compatibility of products with values, past experiences and needs of outlaw debt borrowers are two properties which are hindrance for widespread adoption.