การรับรู้ความเสี่ยงและความไว้วางใจที่ส่งผลต่อความตั้งใจในการทำธุรกรรมทางการเงินผ่านธนาคารบนมือถือของลูกค้าธนาคารกรุงไทย จำกัด (มหาชน) ในจังหวัดสงขลา

Abstract

This research aims to study the levels of perceived risk, trust, and transactional intention through mobile banking, perceived risk affecting trust and intention of transactions, and trust affecting transactional intention. An online questionnaire was used as an instrument for collecting data. The participants consisted of 385 customers of Krung Thai Bank Public Company Limited in Songkhla Province who have never made financial transactions through mobile banking. The data were analyzed by frequency, percentage, arithmetic mean, standard deviation, and multiple regression analysis. The research revealed that perceived risk of customers showed at a high level while trust and transactional intention through mobile banking showed at a moderate level. The consumers' perceived risk represented significantly negative impact on trust that time risk and functional risk have significantly negative impact on transactional intention. Moreover, trust in term of ability have significantly positive impact on intention of transactions. From the research findings, the bank should build trust for customers by publicizing the abilities of financial transactions system through mobile banking and should reduce the time and functional risk by developing the mobile banking system to be easy to understand and have a multi-function in order to encourage customers to have more intention to use this service.