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An Empirical Assessment of Technology Acceptance inCustomer Engagement With Mobile Banking Servicesin The Bangkok Metropolitan Area |
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| รหัสดีโอไอ | |
| Creator | Yaowalak Panpradit |
| Title | An Empirical Assessment of Technology Acceptance inCustomer Engagement With Mobile Banking Servicesin The Bangkok Metropolitan Area |
| Contributor | Thanawut Limpanitgul |
| Publisher | KASETSART BUSINESS SCHOOL |
| Publication Year | 2563 |
| Journal Title | Kasetsart Applied Business Journal |
| Journal Vol. | 14 |
| Journal No. | 20 |
| Page no. | NO. 45-77 |
| Keyword | Engagement, Mobile banking, Technology acceptance model (TAM) |
| URL Website | https://so04.tci-thaijo.org/index.php/KAB |
| Website title | www.tci-thaijo.org/ |
| ISSN | 1906-0254 (print) 2539-6250 (online) |
| Abstract | Quantitative research was used to make an empirical assessment of technology acceptance in customer engagement with mobile banking services in the Bangkok MetropolitanArea (BMA). 459 samples of mobile banking services user were collected through online questionnaire. Once reliability was established using Cronbach's alpha, purified data wasanalyzed by SPSS Statistics, a software package used for interactive, or batched, statistical analysis. Frequency, percentage, means, and standard deviation were employed to describe demographic profile of the sample. Hypotheses were tested using factor analysis, multiple linear regression, and interaction effect. Results showed that 1) Perceived usefulness, ease of use, credibility, risk and self-efficacyimpacted engagement in using mobile banking services with statistical significance. 2) Perceived benefits is not statistically significant. 3) Perceived usefulness, ease of use, risk, benefits and self-efficacy impacted word-of-mouth recommendations with statistical significance. 4) Perceived credibility is not statistically significant. 5) Perceived ease of use positively impacted perceived usefulness with statistical significance. 6) Perceived self-efficacy influenced the relationship between perceived risk, engagement in using services, and word-of-mouth recommendations with statistical significance. 7) Perceived self-efficacy influenced the relationship between perceived usefulness, ease of use, credibility, benefits or engagement in using of services or word-of-mouth recommendations is not statistically significant. There findings help the Thai financial and banking sector to improve strategies and business decisions to better meet target customer needs, retaining current customers and attracting new ones by boosting consumer satisfaction. |
