การบูรณาการทฤษฎีการเเพร่กระจายนวัตกรรมกับการรับรู้ความเสี่ยงเเละทัศนคติเพื่อวัดความตั้งใจในการใช้บริการโมบายเเบงก์กิ้งของผู้สูงอายุในประเทศไทย

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กนกกาญจน์ เสน่ห์ นมะหุต

บทคัดย่อ

งานวิจัยนี้มีวัตถุประสงค์เพื่อพัฒนาแบบจำลองเชิงโครงสร้างของทฤษฎีการแพร่กระจายนวัตกรรม ประกอบด้วย คุณลักษณะประโยชน์เชิงเปรียบเทียบ คุณลักษณะที่เข้ากันได้ คุณลักษณะความยุ่งยากซับซ้อน คุณลักษณะสามารถทดลองใช้ได้ และคุณลักษณะสามารถสังเกตได้ การรับรู้ความเสี่ยงที่ประกอบด้วย ความเสี่ยงด้านสังคม ความเสี่ยงด้านการเงิน ความเสี่ยงด้านจิตวิทยา ความเสี่ยงด้านผลการปฏิบัติงาน ความเสี่ยงด้านความเป็นส่วนตัว และความเสี่ยงด้านเวลา และทัศนคติที่มีต่อความตั้งใจในการใช้บริการโมบายแบงก์กิ้งของผู้สูงอายุในประเทศไทย จำนวน 537 คน ผลการวิเคราะห์พบว่า การแพร่กระจายนวัตกรรมมีอิทธิพลทางตรงต่อทัศนคติและความตั้งใจในการใช้บริการ (gif.latex?\beta =0.060, 0.161) ทัศนคติมีอิทธิพลทางตรงต่อความตั้งใจในการใช้บริการ ( gif.latex?\beta=0.062) แต่อย่างไรก็ตามการแพร่กระจายนวัตกรรมไม่มีอิทธิพลทางตรงต่อการรับรู้ความเสี่ยง อีกทั้งการรับรู้ความเสี่ยงไม่มีอิทธิพลทางตรงต่อความตั้งใจในการใช้บริการ ในส่วนของตัวแปรส่งผ่านพบว่า การแพร่กระจายนวัตกรรมมีอิทธิพลทางอ้อมต่อความตั้งใจในการใช้บริการโดยมีตัวแปรทัศนคติเป็นตัวแปรส่งผ่าน (gif.latex?\beta =0.400) แต่อย่างไรก็ตามการแพร่กระจายนวัตกรรมไม่มีอิทธิพลทางอ้อมต่อความตั้งใจในการใช้บริการโดยมีตัวแปรการรับรู้ความเสี่ยงเป็นตัวแปรส่งผ่าน จากผลการวิจัยนี้จะเป็นประโยชน์ต่อธนาคารในการเป็นแนวทางพัฒนาโครงสร้างระบบโมบายแบงก์กิ้งให้ตรงกับความต้องการของผู้สูงอายุในประเทศไทย

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