Factors influencing mobile banking adoption intention of students in Prince of Songkla University, Trang Campus

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Siripan Saetim

Abstract

Presently, mobile banking transaction rapidly grows, especially for money transferring and online shopping. It can be claimed that the appearance of mobile banking is from the use of the new generation. Students are considered one of the technology-consuming population groups. Consequently, this research applied the mixed method research and aimed to investigate the behavior and factors influencing mobile-banking adoption intention of students in Prince of Songkla University, Trang Campus. By using the extended unified theory of acceptance and use of technology (UTAUT2) with trust and security perceptions, 508 samples were purposefully selected for investigation. The research tools included a questionnaire and a focus group survey. The statistics used for data analysis are frequency, percentage, outer loading, Cronbach’s alpha coefficient, composite reliability (CR), average variance extracted (AVE), discriminant validity by Fornell-Larcker criterion, cross loading, coefficient of determination (R2), and partial least squares structural equation modeling (PLS-SEM). The results reveal that most of users are female; the mobile-banking adoption period varies from one to two years; the main purpose of mobile-banking is for money transferring and online shopping, with the frequency of one to three times per month.Contributing factors for mobile-banking adoption intention are trust, habit, and perceived security, where perceived security has an influence on trust. The causes of rejection of mobile-banking adoption intention are merchants and people around, and no experience and no advice for troubleshooting. Moreover, the stability of the mobile phone signal is a factor, as well as a lack of mobile Internet packages. In addition, students with different genders have no different opinions on mobile-banking adoption intention.

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บทความวิจัย (Research Articles)

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