Factors Affecting Consumer Behavior of Financial Transaction Services via Mobile Banking in Lan Saka District Nakhon Si Thammarat Province
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Abstract
A study of factors affecting consumer behavior of financial transaction services via mobile banking in Lan Saka District, Nakhon Si Thammarat Province, had the objectives aimed of studying the technology acceptance factor and financial transaction service users' satisfaction, studying the demographic factors affecting the technology acceptance factor and financial transaction service users' satisfaction, and analyzing the correlation between technology acceptance factors and financial transaction service users' satisfaction with the behavior of using financial transaction services via Mobile Banking in Lan Saka District, Nakhon Si Thammarat Province. This research was quantitative. The research tool was a questionnaire. The population consisted of people living in Lan Saka District, Nakhon Si Thammarat Province. The sample size was determined according to Cochran's method for 400 samples, using accidental random sampling. Statistical analysis was performed by percentage, mean, standard deviation, t-value, and one-way variance, and the correlation coefficient between the initial and dependent variables was calculated using Pearson's method.
The results showed that technology acceptance factors in terms of perceived benefits and satisfaction with the quality of information were the most important. Demographics with different genders, ages, and occupations have the same effect on technology acceptance and satisfaction factors. The highest level of education had different effects on the technology acceptance factor. The data quality satisfaction significantly differed at 0.05, and the average monthly income on the technology acceptance factor perceived benefits significantly differed at the 0.05 level. Regarding the technology acceptance and satisfaction factors, it was found that these two factors did not correlate with the average frequency of financial transactions or the highest ever transfer amount made in financial transactions.
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