The Implication Factors of Thai’s User Adoption toward Banking Technology in the Next Normal

ผู้แต่ง

  • Busaya Vongchavalitkuna Southeast Bangkok College, Bangkok, Thailand
  • Ampol Navavongsathianb Southeast Bangkok College, Bangkok, Thailand
  • Tanakorn Limsarun Siam University, Bangkok, Thailand
  • Nantaporn Damrongpongd Siam University, Bangkok, Thailand
  • Chalermporn Yenyueke Rangsit University, Pathumthani, Thailand

คำสำคัญ:

Banking technology, Next normal, User adoption and Customer Satisfaction

บทคัดย่อ

In the world of technology disruption and covid-19 pandemic situation, people are encouraged and forced to use the technology in their daily activities to keep a social distancing. Banking technology has also played a significant role to support these activities. The main purpose of this research was to study the implication factors of Thai’s user adoption toward banking technology in the next normal. The stratified random sampling technique was used to collect four hundred samples from mobile banking users in Thailand. The relationship of observed variables was analysed by structural equation modeling (SEM). The results obtained from the analysis can be seen that perceived ease of use, perceived usefulness and security were influenced to mobile banking adoption and customer satisfaction. The statistical data has displayed the harmony result as follow: gif.latex?\chi2 = 1.987, df. = 223, gif.latex?\chi2/ df. = 1.987,
p-value = .050, CMIN = 404.076, CMIN / DF = 1.812, GFI = .977, TLI = .985, AGFI =.988, CFI = .966, RMSEA = .004, at significant level .05. Therefore, banking technology service provider would apply this research for the benefit of understand and increase number of mobile banking users, also prepared for the next normal stage.

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2022-12-31

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