INNOVATION MANAGEMENT TO CREATE ACCEPTANCE OF FINANCIAL APPLICATIONS FOR THE ELDERLY IN BANGKOK METROPOLIS
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Abstract
This research has 3 purposes: 1) to describe the application usage conditions of the elderly; 2) to identify the elements that affect the operation of the applications by the elderly. 3) To propose management innovations to create acceptance of financial applications among the elderly. This research is a qualitative research study. Key informants: 27 people Including 10 elderly people using the application, 10 elderly people not using the application, 3 financial institutions, 2 system developers, Bank of Thailand, 1 person Thai Bankers Association, 1 person Data were collected through in-depth interviews and analyzed using essence analysis.
Research results 1) Situation of financial application acceptance found that (a)Users' understanding about Transactions, Account Management There is still insufficient understanding. (B) Usage depends on the convenience and efficiency of the system. (c)Concerns include security, privacy. 2) Factors regarding acceptance of financial applications were found to be (a) ease of use, ease of use; Has a clear design Not complicated (b) Security, protection of personal information Username Password (c)Trust the reliability of the service provider 3) Service factors, acceptance of financial applications (a) New service that reduces hassle. (b) Friendly service expressed through the use of easy-to-understand language. (c)Good design helps users feel convenient, safe, and confident in conducting transactions.
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