THE RELATIONSHIPS BETWEEN RISK PERCEPTION AND TECHNOLOGY ACCEPTANCE TOWARDS CUSTOMER’S ELECTRONIC TRANSACTIONS BEHAVIOUR OF KASIKORN BANK IN SARABURI PROVINCE

Abstract

The objectives of this research were to study the extent to which risk perception and technology acceptance correlate to customer’s electronic transaction behaviour at Kasikorn Bank in Saraburi province. The sample group used in this study comprised 343 customers who came to use the service at 9 Kasikorn Bank branches in Saraburi province. The data analysis consists of frequency, percentage, mean, standard deviation, Independent Sample t-test, One-way ANOVA, Pearson Product-Moment Correlation Coefficient and Multiple Regression Analysis.

The results of the study showed that the opinions about the overall risk perception were at a high level and showed that the relationship between risk perception and the customers’electronic transaction behaviour was at a moderate level and the same direction, while the opinions about the overall technology acceptance were at the highest level and showed that the relationship between technology acceptance and customers’electronic transaction behaviour was at a moderate level and the same direction with a statistically significant relationship at the level of 0.01 and the risk perception in the safety component, personal data component and technology acceptance in the perceive ease of use component affected customer’s electronic transaction behaviour at Kasikorn Bank in Saraburi province with the statistically significant at the level of .05. The bank should enhance access to electronic transaction services with a procedure for verifying the identity of its owner and protect against uncontrollable risks criminals. It will create awareness and acceptance for customer confidence to continue using the service.