Factors Influencing Innovation adoption of Mobile banking Krungthai NEXT FACTORS INFLUENCING INNOVATION ADOPTION OF MOBILE BANKING KRUNGTHAI NEXT

Abstract

                   The present study required to investigate the factors influencing acceptance of innovation adoption of the mobile banking application Krungthai Next developed by Krungthai Bank. The variables in focus included users’ perception, trust and attitudes. In collecting the data, a questionnaire was employed as a research instrument. The samples in this study consisted of 400 users of the mobile banking application Krungthai Next. In data analysis, descriptive statistics were utilized to analyze personal information and user behavior, while inferential statistics, Pearson Correlation and multiple regression analysis served as a tool to test the hypotheses. The results demonstrated that all three factors, namely perception, trust and attitudes, influenced the acceptance of innovation adoption of the mobile banking application Krungthai Next. Among all factors, trust had the most influence, followed by attitudes and perception. The findings of this study could serve as a guideline for Krungthai Bank, a commercial bank and a marketer on improvement and design of products and services to compete in this industry successfully.

Keywords  :  Perception, Trust, Attitude, Innovation Adoption, Krungthai Bank, KrungthaiNEXT