Authors :
Sompong Sumetkotchkorn; Airiya Pongpittay
Volume/Issue :
Volume 9 - 2024, Issue 5 - May
Google Scholar :
https://tinyurl.com/yyxtbxka
Scribd :
https://tinyurl.com/3sy5386f
DOI :
https://doi.org/10.38124/ijisrt/IJISRT24MAY1048
Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.
Abstract :
This research was to examine the acceptance
and decision to use virtual bank by users in Bangkok. The
main objectives were to 1) study the data of personal
behavior: gender, age, educational background,
occupation and average income influencing intention to
use financial virtual banking services of users in
Bangkok; 2) to investigate technology acceptance of
financial virtual banking services including perceived
usefulness and perceived ease of use that influence
intention to use financial virtual banking services of the
users in Bangkok; 3) to determine decision making factor
influencing intention to use financial virtual banking
services of the users in Bangkok. The simple sampling
group was 400. This study determined the differences, the
primary data collected by the questionnaires. The data
were analyzed to perform percentages, means, standard
deviations, T-test, F-test, and analysis of variance.
The results found that (1) the personal data of
sample group influences decision making acceptance in
financial virtual banking services related to the personal
factor that has shown differently in gender, age, family’s
socio-economic status, educational background,
occupation, average monthly income influencing the
significance towards technology acceptance to use
financial virtual banking services of users in Bangkok.
The results of analysis suggests that the commercial
banks are able to plan and manage the customer groups
of financial banking services were found useful; (2) the
results of analysis show that technology acceptance to use
financial virtual banking services of users. They mostly
use the financial virtual banking services at the highest
level with the mean scores of 4.36. Moreover, technology
acceptance in two factors are about perceived usefulness
and perceived ease of use, mostly shows the highest mean
scores of 4.41, and 4.32 respectively; (3) the results of
analysis show that decision making influencing intention
to use financial virtual banking services, the overall is
high at the mean of 3.94 (S.D. = 0.822). Meanwhile the
level of decision making to use the service, shows the
highest scores of 4.03 (S.D. = 0.768). There are little
differences respectively; that is, need decision process,
evaluation of alternatives, post purchase behavior and
information research.
Keywords :
Virtual Bank, Perceive Usefulness, Perceive Ease Use, Decision Making.
References :
- Krishana Samonborvornsuk, (2563). Acceptance and Decision to use finance services through long term mobile banking application in Bangkok. Thesis. Master of Business Administration (Management), Mahidol University.
- Chayapat Chongtawee. (2558). Factors Affecting Customer’s Satisfaction of Mobile Banking in Bangkok. Thsis. Master of Business Administration, Faculty of Commerce and Accountancy, Thammasat University.
- Trirong Duanbunga and Affecting Baby Boomers’ Attitudes Towards the Acceptance of Mobile Network Providers’ AI Chatbot, Master of Science Technology Management College of Innovation, Thammasat University
- Ubonratchathani Province. Thesis Laddawan Yomjinda. (2564). Technology Acceptance and Online Marketing Mix Affecting e-Saving Account of Working Age Behavior in Bangkok, Business Administration (Finance and Banking), Faculty of Business Administration, Ramkhamhaeng University.
- Thanapin Attarit. (2563). Attitude, Trust and Intention to Use Financial Innovation in Thailand, Journal of Management Science, Udon Thani Rajabhat University 2(5), 29-43.
- Pramote Luenam. (2554). Concept, Evolution, Technology Acceptance Model, Modern Management Journal, September 30, 2564 from https://so04.tci-thai-jo.org/index.php/stou-sms-pr/article/view/11933/10754.
- Wanida Kruekaew. (2562). Technology Acception for Electronic Financial Transactions of Import and Export Enterpreneur in Bangkok. Thesis, Master of Accounting, Dhurakij Pundit University
- Suthiporn Binaree and Warinrampai Rungruangjit. (2560). Technology Acceptance and Trust Affecting Intention to Use Services Application Bualuang in Banking Application in Thailand, Business Administration Program in Marketing, Master of Business Administration, Srinakharinwirot University.
- Davis, F.D. (1989). Perceived Usefulness, Perceived Ease of Use and User acceptance of Information Technology, Management Information System Quarterly, 13(3), 319-339.
- Davis, F.D. Bagozzi, R.P., & Warshaw, P.R. (1989). User Acceptance of Computer Technology: A compare of Two theoretical Models, Management Science, 35(8): 982-1003.
This research was to examine the acceptance
and decision to use virtual bank by users in Bangkok. The
main objectives were to 1) study the data of personal
behavior: gender, age, educational background,
occupation and average income influencing intention to
use financial virtual banking services of users in
Bangkok; 2) to investigate technology acceptance of
financial virtual banking services including perceived
usefulness and perceived ease of use that influence
intention to use financial virtual banking services of the
users in Bangkok; 3) to determine decision making factor
influencing intention to use financial virtual banking
services of the users in Bangkok. The simple sampling
group was 400. This study determined the differences, the
primary data collected by the questionnaires. The data
were analyzed to perform percentages, means, standard
deviations, T-test, F-test, and analysis of variance.
The results found that (1) the personal data of
sample group influences decision making acceptance in
financial virtual banking services related to the personal
factor that has shown differently in gender, age, family’s
socio-economic status, educational background,
occupation, average monthly income influencing the
significance towards technology acceptance to use
financial virtual banking services of users in Bangkok.
The results of analysis suggests that the commercial
banks are able to plan and manage the customer groups
of financial banking services were found useful; (2) the
results of analysis show that technology acceptance to use
financial virtual banking services of users. They mostly
use the financial virtual banking services at the highest
level with the mean scores of 4.36. Moreover, technology
acceptance in two factors are about perceived usefulness
and perceived ease of use, mostly shows the highest mean
scores of 4.41, and 4.32 respectively; (3) the results of
analysis show that decision making influencing intention
to use financial virtual banking services, the overall is
high at the mean of 3.94 (S.D. = 0.822). Meanwhile the
level of decision making to use the service, shows the
highest scores of 4.03 (S.D. = 0.768). There are little
differences respectively; that is, need decision process,
evaluation of alternatives, post purchase behavior and
information research.
Keywords :
Virtual Bank, Perceive Usefulness, Perceive Ease Use, Decision Making.