Acceptance and Decision to Use Virtual Bank by Users in Bangkok

Sompong Sumetkotchkorn; Airiya Pongpittay1

1

Publication Date: 2024/06/06

Abstract: This research was to examine the acceptance and decision to use virtual bank by users in Bangkok. The main objectives were to 1) study the data of personal behavior: gender, age, educational background, occupation and average income influencing intention to use financial virtual banking services of users in Bangkok; 2) to investigate technology acceptance of financial virtual banking services including perceived usefulness and perceived ease of use that influence intention to use financial virtual banking services of the users in Bangkok; 3) to determine decision making factor influencing intention to use financial virtual banking services of the users in Bangkok. The simple sampling group was 400. This study determined the differences, the primary data collected by the questionnaires. The data were analyzed to perform percentages, means, standard deviations, T-test, F-test, and analysis of variance. The results found that (1) the personal data of sample group influences decision making acceptance in financial virtual banking services related to the personal factor that has shown differently in gender, age, family’s socio-economic status, educational background, occupation, average monthly income influencing the significance towards technology acceptance to use financial virtual banking services of users in Bangkok. The results of analysis suggests that the commercial banks are able to plan and manage the customer groups of financial banking services were found useful; (2) the results of analysis show that technology acceptance to use financial virtual banking services of users. They mostly use the financial virtual banking services at the highest level with the mean scores of 4.36. Moreover, technology acceptance in two factors are about perceived usefulness and perceived ease of use, mostly shows the highest mean scores of 4.41, and 4.32 respectively; (3) the results of analysis show that decision making influencing intention to use financial virtual banking services, the overall is high at the mean of 3.94 (S.D. = 0.822). Meanwhile the level of decision making to use the service, shows the highest scores of 4.03 (S.D. = 0.768). There are little differences respectively; that is, need decision process, evaluation of alternatives, post purchase behavior and information research.

Keywords: Virtual Bank, Perceive Usefulness, Perceive Ease Use, Decision Making.

DOI: https://doi.org/10.38124/ijisrt/IJISRT24MAY1048

PDF: https://ijirst.demo4.arinfotech.co/assets/upload/files/IJISRT24MAY1048.pdf

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