Psychological and social factors that affect call center Scam victimization in Thailand

Abstract

This thematic paper investigates the psychological and social determinants of call center scam victimization in Thailand, where the rise of digital communication has led to increased exposure to fraudulent schemes. The research aims to identify influential factors, explore their interrelations, and suggest preventive measures. A quantitative design was employed, collecting survey data from 400 individuals with firsthand scam experience. Multiple regression analysis assessed the effects of psychological variables—such as motivation, beliefs, attitudes, and self-concept—and social variables, including family influence, reference groups, and social roles. Findings indicate that both psychological and social factors significantly contribute to victimization risk. Motivation, personal beliefs, and family influence were especially prominent. The tendency to rely on unverified information from familiar social sources was a recurring pattern among victims. The most common scam types reported were email fraud, identity theft, and deceptive phone calls.