Factors Influencing Innovation Acceptance Online Banking Service of Krung Thai Bank Public Company limited in Muang District, Nakhon Si Thammarat Province
Article Sidebar
Main Article Content
Abstract
The research aims to study personal factors, factors that influence innovation adoption, and acceptance of online banking service innovations that affect acceptance of online banking service innovations in the financial transactions of customers of Krung Thai Bank Public Company Limited. The sample group was Krung Thai Bank Public Company Limited customers in Mueang District, Nakhon Si Thammarat Province. The sample size was determined by W.G. Cochran's formula, totaling 385 samples. Accidental sampling was used, and the statistics used were percentage, mean, standard deviation, t-test, one-way analysis of variance, LSD pairwise test, and multiple regression analysis. The research results found that 1) Most customers of Krung Thai Bank Public Company Limited are female, aged between 41 and 60 years, have a bachelor's degree, work in government service/state enterprises, and have an average monthly income of 20,001 and 30,000 baht. 2) Factors influencing the acceptance of online banking innovation, the aspect with the highest average value was observability, and customers with different genders, ages, and average monthly incomes had different factors influencing the acceptance of online banking innovation overall. 3) Acceptance of online banking innovations, the aspect with the highest average value was perceived ease of use, and customers of different genders had different overall acceptance of online banking innovations. 4) Factors influencing the acceptance of online banking innovation, observability, increased benefits, complexity, and compatibility have a statistically significant relationship and influence on the acceptance of online banking innovation at the 0.05 level.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in the Journal it is the responsibility of the author of the article, and does not constitute the view and responsibility of the editorial team.
References
Bank of Thailand. (2020). Information on the performance of the Thai Banking System. https://www.bot.or.th/th
Chucherd, P., & Nokcherdchu, C. (2016). Acceptance of innovative money transfer and money transfer services with PromptPay and effectiveness in conducting financial transactions through the PromptPay system (Research report). Rajapruek University.
Chuchuen, N., Kunasupakul, R., & Chummuangpak, P. (2017). Factors affecting the use of financial transactions via mobile phones (Mobile Banking) of commercial banks in Thailand. Journal of Management Science Review, 19(2), 37-46.
Cochran, W.G. (1977). Sampling techniques (3rd ed.). John Wiley & Sons.
Ekakul, T. (2000). Research methods in behavioral and social sciences. Ubon. Ratchathani Rajabhat Institute.
Electronic Transactions Development Agency (ETDA). (2018). New Mobile Banking with Features for e-Commerce Entrepreneurs. https://www.etda.or.th/.content/mobile-bankingfeatures-for-e-commerce.html.
Jaiwat, W. (2019, February 2). Revealing Krungthai Bank's business plan, investing in IT in 5 years, 19,000 million. Emphasis on the bank's efficiency being better than before. Brand Inside. https://brandinside.asia/krungthai-bank-vision-2019/
Jiyaworanan, N. (2016). Study of service business from the perspective of service innovation[Master’s thesis, Thammasat University].
Klinsmith, C. (2018, October 24). Launch of “Krungthai NEXT” application under the concept of “Complete life, one app”. ThaiPublica. https://thaipublica.org/2018/10/krungthai-next-advertorial02/
Kongcharoen, W. (2015). Acceptance of innovation factors affecting the satisfaction of mobile banking users in Bangkok metropolitan area[Independent Study, Bangkok University].
Krung Thai Bank Public Company Limited. (2018). About us: Krung Thai Bank. https://krungthai.com/th/about-ktb
Likert, R. (1967). The human organization: its management and value. McGraw-Hill.
Luanwan, O., & Suthisanont, A. (2012). Factors affecting information technology acceptance: a case study of Community Development Department, Government Complex Chaeng Watthana. Faculty of Business Administration, Rajamangala University of Technology Thanyaburi. http://www.repository.rmutt.ac.th/dspace/handle/123456789/2367
Maharagkaga, N. (2021, October 29). Bank of Thailand: Report of the 2020 Thai financial skills survey. ThaiPublica. https://thaipublica.org/2021/10/2020-survey-financial-literacy-of-thais/
Panyaprachum, P., & Hinthaw, K. (2022). Technology acceptance and online consumer behavior affecting on healthy coffee purchase decision of Thai Gen X consumers. NEU Academic and Research Journal, 12(4), 70-85. https://so04.tci-thaijo.org/index.php/neuarj/article/view/260779
Phalaboon, P. (2015). Innovation and technology acceptance, technology usage, and customer behavior affecting people’s intention to use PromptPay Financial Service of Thai Government[Independent Study, Bangkok University].
Pimklad, P. (2014). Factors of organizational innovation and learning organizations that influence the performance of financial institutions that provide automobile leasing services[Master’s thesis, University of Technology Rajamangala Isan].
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press.
Sawaiamorn, K., & Tamalee, K. (2020). Factors influencing innovation acceptance online banking service for customers financial transactions of Krung Thai Bank in Suphan Buri province. Journal of Graduate MCU KhonKaen Campus, 7(3), 257-273. https://so02.tci-thaijo.org/index.php/jg-mcukk/article/view/241984
Uthaitham, N., & Naowwan, W. (2023). Factors affecting the acceptance of financial innovation mobile banking of government savings bank users in Phranakhon Si Ayutthaya Province. Journal of Legal Entity Management and Local Innovation, 9(5), 142-153.
https://so04.tci-thaijo.org/index.php/jsa-journal/article/view/260701