Factors Influencing the Technology Acceptance of Mobile Banking Technology by Users in Ubon Ratchathani Province

Abstract

          The objectives of this research study were (1) to examine the acceptance of mobile banking technology by users in Ubon Ratchathani Province and (2) to identify the factors affecting this acceptance. The sample consisted of Thai nationals residing in Ubon Ratchathani Province and using the internet, based on 374,090 mobile phone numbers. This group was considered to have the highest likelihood of understanding, accessing, and using electronic payment systems. The survey period was from August 2021 to December 2022, with data collected from 400 participants using questionnaires. Statistical analysis included frequency, percentage, mean, standard deviation, and multiple regression.

The results revealed that most respondents were female, aged 31 to 40 years old, with the majority holding a bachelor’s degree. Among civil servants and state enterprise employees, the highest average opinion level was for performance expectation (mean = 4.58, SD = 0.68), while the lowest was for feelings of discomfort (mean = 2.43, SD = 0.98). Hypothesis testing indicated that optimism, facilitating conditions, effort expectation, and innovation significantly influenced the acceptance of mobile banking technology at a 0.01 significance level. However, performance expectations, a sense of insecurity, habits, preference motives, and social influence did not significantly impact technology acceptance. To facilitate technology acceptance, effective communication with users is essential, along with building understanding and cultivating positive attitudes that encourage both interest in and comprehension of new technologies. This approach benefits users while also supporting Thailand’s transition to a cashless society, a goal promoted by both public and private sectors. Shifting toward cashless transactions can reduce the costs associated with currency production and storage, enhance the convenience of financial transactions, and increase security by reducing the risks linked to cash handling in various situations.