FACTORS AFFECTING TO DECISION TO USED MOBILE BANKING SERVICE COMMERCIAL BANK PASS APPLICATIONS OF WORKING AGE GROUP IN PATHUM THANI.

Abstract

The objectives of this study were to identify the factors that: 1) Affect the decision to use the services of Mobile (Internet) Banking passed applications, and: 2) The level of acceptance of Mobile Banking applications from the working age population of Pratumthani province, Thailand. After identifying the study’s population, sampling was based on 400 people. The results showed that the majority of respondents were female, aged between 21-30, holders of a bachelor’s university degree, and employed by private companies, with an average monthly income of approximately THB10–30K. Five factors were chosen to identify the use of the services of Mobile (Internet) Banking passed applications. Acceptance of 5A marketing strategies (Awareness, Appeal, Ask, Act, Advocacy) of Mobile Banking applications was at a satisfactory level. Statistical hypothesis testing found that gender, age, education, occupation, and income affect decision making, at a statistically significant level of 0.01. Acceptance of 5A marketing strategies of Mobile Banking applications found that the favorite side in products, decision, supporting affects the decision to use Mobile Banking applications. However, well known products, or even questions and answer sides, have no effect on the decision to use Mobile Banking applications.