Factors Influencing Intention to Purchase Digital Lotteries of Bank for Agriculture and Agricultural Cooperatives in Ubonratchatani Province

Abstract

The objective of this research was to 1) compare the intention to purchase digital lottery bonds in Ubon Ratchathani Province based on demographic factors, 2) examine customers' technology acceptance that influences their intention to purchase digital lottery bonds, and 3) investigate the impact of savings perception on the intention to purchase digital lottery bonds in Ubon Ratchathani Province. This study employed a quantitative research approach. The population comprised customers who decided to purchase digital lottery bonds of the Bank for Agriculture and Agricultural Cooperatives (BAAC) in Ubon Ratchathani Province between January and April 2023. A total of 400 participants were selected using the snowball sampling method. The research instrument was an online questionnaire. Data were analyzed using percentage, mean, standard deviation, and multiple regression analysis. The findings revealed that demographic factors, including gender, marital status, and average monthly income, significantly influenced customers' intention to purchase digital lottery bonds in Ubon Ratchathani Province. In contrast, age, educational level, and were found to have no significant effect. Regarding technology acceptance, factors such as perceived ease of use, perceived usefulness, and intention to use were identified as significant influencers on customers' intention to purchase digital lottery bonds. Moreover, factors related to savings perception, including functional value, social value, emotional value, surprise value, and conditional value, were found to impact customers' intention to purchase digital lottery bonds in Ubon Ratchathani Province.