ปัจจัยที่มีความสัมพันธ์กับพฤติกรรมในการใช้บริการธุรกรรมการเงินโมบายแบงก์กิ้ง (Mobile Banking)

Abstract

The objective of this research were 1) to assess the Technology Acceptance Model and IS Success Model 2) to evaluate the impact of demographic factors on the Technology Acceptance Model and IS Success Model among mobile banking users in Phuket and 3) to analyzethe correlation between the demographic factors, Technology Acceptance Model and IS Success Model on the user’s behavior in using financial transactions via Mobile Banking in Phuket. The sample was 400 Phuket residents who had experience using mobile banking application. Using descriptive statistics and inferential statistics (Independent-Sample T-Test, One-Way ANOVA) also Pearson's Correlation Coefficient to analyze. The results showed that the user’s behavior of financial transactions via Mobile Banking was mainly used by transferring the money (Buying products online) with the most average frequency of financial transactions is 20.36 times per month and has the highest average amount that has been transferred is 132,503.88 baht. Siam Commercial Bank is the most popular bank with 35.5 percent using, followed by Kasikorn Bank 21.25 percent, and the reason choosing the bank was the salary through the bank's account 58.25 percent. The opinions on Technology Acceptance Model (Perceived Usefulness, Perceived Ease of Use, and adoption) are strongly agree while the opinions on the IS Success Model (Information Quality and Service Quality) were agree, System Quality was the strongly agree. From the hypothesis testing, it was found that the different in gender, age, status, and occupation had the same level of opinion on the Technology Acceptance Model and IS Success Model, but the different in levels of education had different levels of opinions on the 3 factors of Technology Acceptance Model and IS Success Model (information quality) and the different in income levels had different opinions on Technology Acceptance Model (Perceived Usefulness)at the 0.05 significance level. From the correlation testing between the demographic factors, Technology Acceptance Model and IS Success Model with the average frequency of financial transactions and the highest amount transferred via mobile banking application, The results revealed that at the 0.05 significance level, Age had no correlation with the average frequency of financial transactions via mobile banking application, while income has an incredibly low correlation with the average frequency of financial transactions and at the 0.01 significance level, Age had a very low correlation with the highest amount transferred via mobile banking application and income had a relatively low correlation with the highest amount transferred via mobile banking application. Furthermore, the Technology Acceptance Model and IS Success Model were found that both factors were not corelated with the average frequency of financial transactions and the highest amount transferred via mobile banking application