FACTORS INFLUENCING THE USE OF FINANCIAL TECHNOLOGY IN PAYING ELECTRICITY BILLS THROUGH THE PEA SMART PLUS APPLICATION BY PROVINCIAL ELECTRICITY AUTHORITY USERS IN PHRA NAKHON SI AYUTTHAYA PROVINCE.

Abstract

This study aims to analyze the factors influencing the use of financial technology for electricity bill payments via the PEA Smart Plus application among customers of the Provincial Electricity Authority in Ayutthaya Province. The sample consisted of 160 users of the PEA Smart Plus application in Ayutthaya Province, selected using a probability sampling method based on simple random sampling. We used a questionnaire as the research instrument. We analyzed the data using frequency, percentage, mean, standard deviation, and multiple regression analysis.

            The results indicated that perceived ease of use, perceived usefulness, and social influence significantly affected the use of financial technology for electricity bill payments via the PEA Smart Plus application. Collectively, these independent variables explained 59% of the variance in financial technology usage, as reflected by an adjusted R² value of 0.59. These findings recommend that the PEA Smart Plus application developers enhance usability by providing clear instructions, introducing a notification feature for payment deadlines, supporting multiple payment channels, and offering incentives or promotions to encourage usage. Additionally, the developers should boost user confidence by ensuring application security, providing user-friendly manuals, and offering support channels like live chat or hotlines to enhance convenience and user satisfaction.