Value-based Adoption of Commercial Bank Applications for Utilitarian and Hedonic in Bangkok and Metropolitan Region
Keywords:
Commercial Bank, Utilitarian, HedonicAbstract
This Article aimed to study (1) To compare the level of Value-based Adoption of Commercial Bank Applications for Utilitarian and Hedonic in Bangkok and the Metropolitan Area (2) Study Factors Affecting the Value-based Adoption of Commercial Bank Applications for Utilitarian and Hedonic in Bangkok and Metropolitan Area the sample was Quantitative Study They were selected by Online Questionnaire the instrument for collecting data was Using inferential statistics (Inferential Statistics) using linear regression model analysis (Linear Regression Model Analysis) Analysis data by Descriptive statistics and Content Analysis.
The research results were found as follows; 1) Factors: Perceived cross-platform functionality, Perceived Number of Complement, Perceived usefulness, Perceived technicality, Perceived value. Affect the level of Value-based Adoption of Commercial Bank Applications for Utilitarian and Hedonic in Bangkok and the Metropolitan Area for spending on goods and services. 2) The Factor Fee Recognition It does not affect behavior and intention to use commercial banking applications for spending on goods and services. Affect the level of Value-based Adoption of Commercial Bank Applications for Utilitarian and Hedonic in Bangkok and the Metropolitan Area for spending on goods and services. By adopting the theory of consumer choice and decision-making from economics and marketing research, this study develops the Value-based Adoption Model (VAM) to explain why customers’ Commercial Bank Applications for Utilitarian and Hedonic in Bangkok and Metropolitan Area adoption from the value maximization perspective. The findings demonstrate that consumers’ perception of the value of Commercial Bank Applications for Utilitarian and Hedonic is a principal determinant of adoption intention, and the other beliefs are mediated by perceived value.
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