การศึกษาปัจจัยที่มีอิทธิพลต่อการยอมรับโมบายแบง์กิ้งแอพพลิเคชั่นของกลุ่มประชากรในเขตจังหวัดสงขลา

Abstract

The purpose of this study to factors influencing acceptance of mobile banking application of population groups in songkhla province. The sample is a consumer financial transactions via mobile phone within a period of 6 months ago by residents of songkhla 400 people. Purposive Sampling. The instruments used in the questionnaire. The statistics used for data analysis were frequency, percentage, mean, standard deviation, Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM). The research found that most consumer are female 65.5%, aged 31-40 years 50.3%, bachelor's degree 67.3%, employees 32.5%, average income per month 10,001-20,000 bath and 20,001-30,000 baht 28.3%, and single 64.5%. Factors influencing the acceptance of mobile banking application overall opinion was agreed. When considering a side list sort by average, found that the first was the performance expectancy, second was Habit and perceived risk. Acceptance of mobile banking application overall opinion was strongly agreed when considering the average order value was found. First is accepting financial transactions through mobile banking apps, photos, and tends to be used more in the future, second is to make financial transactions will use mobile banking apps function of the transaction branch and if information about the services and benefits of the transaction through mobile banking apps length sufficient to encourage the adoption and use more services. Factors affecting direct acceptance of mobile banking applications of population group in songkhla Province, includes with performance expectancy, facilitating conditions, price value, habit and hedonic motivation. However, can explain the acceptance of mobile banking application 66.70% (R2 = 0.667). Factors affecting indirectly, includes with effort expectancy which can explain the factors in performance expectations. Expectancy 42.6% (R2 = 0.426).and factors affecting indirectly, includes with effort expectancy which can explain the hedonic motivation 27.10% (R2 = 0.271).