This study would like to analyze the various factors influencing financial bandwagon behavior. In this study, we assume that the Bandwagon Effect also appears in financial decision-making, similar to how people follow others when they invest. In other words, this means that financial consumers may follow the others—like professionals, news articles, friends, or family— as the resources for their financial decision-making. _x000D_ Specifically, it examines the impact of financial information resources (e.g., apps, news articles, friends) and financial psychological factors (e.g., self-esteem, locus of control, materialism) on financial bandwagon behavior. Additionally, it explores if there is a difference in factors affecting the financial bandwagon effect between the environment (urban and rural). The findings from this study will contribute to classifying financial consumers based on insights from previous research. Furthermore, these results will aid in understanding financial consumer behavior and spark interest in both academic discussions and practical applications within the financial sector.
