Influence Factors to Selection of Electronic Banking in Rayong Province based on AIDA Model
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Abstract
The e-banking business has grown rapidly over the last few years as more people use the Internet. The objective of this research were to analyze confirmatory factor analysis (CFA) and to examine the consistency between the constituent structure of factors influencing the selection of electronic banking services in Rayong Province according to the IDA model and empirical data. The sample consisted of 400 respondents in Rayong province. The research instrument was a questionnaire with five Likert scale. The reliability of the questionnaire was 0.95. The data was analyzed by exploratory factor analysis, confirmatory factor analysis and second-order confirmatory factor analysis. The research findings indicated that the influence factors of the selection of electronic banking in Rayong province based on AIDA model consisted of 4 components, ranking from the highest to lowest importance were Desire, Action, Attention and Interest respectively. The results of first order CFA showed that all indices meet the fit index criteria, factor loading ranged from 0.59 to 0.80, p = .01. The results of second order CFA also showed that all indices meet the fit index criteria, factor loading ranged from 0.68 to 0.96, p = .01. The results of this study can be applied to e-banking service providers to develop their systems to meet the needs of users.
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของวารสาร สักทอง : วารสารมนุษยศาสตร์และสังคมศาสตร์ สถาบันวิจัยและพัฒนา มหาวิทยาลับราชภัฏกำแพงเพชร
ข้อคิดเห็นใดๆ ที่ปรากฎในวารสารเป็นวรรณกรรมของผู้เขียนโดยเฉพาะ ซึ่งมหาวิทยาลัยราชภัฏกำแพงเพชรและบรรณาธิการไม่จำเป็นต้องเห็นด้วย
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