FACTORS INFLUENCING INNOVATION ACCEPTANCE ONLINE BANKING SERVICE FOR CUSTOMERS FINANCIAL TRANSACTIONS OF KRUNG THAI BANK IN SUPHAN BURI PROVINCE

Abstract

The purpose of this research was to: 1) study personal factors. Factors influencing acceptance of innovation And the acceptance of the innovation of online banking services for financial transactions of Krung Thai Bank Public Company Limited in Suphan Buri Province; 2) comparison of factors that influence the acceptance of innovation. Classified by personal factors; 3) comparison of acceptance of online banking service innovation in financial transactions of Krung Thai Bank customers Classified by personal factors and 4) study the relationship between factors that influence innovation acceptance And the acceptance of online banking service innovation in Krung Thai Bank Public Company Limited's financial transactions in Suphanburi Province The sample group used in the research was 385 customers using Krungthai NEXT online service in Suphanburi province by accidental random sampling. The research instrument was a rating scale questionnaire 5. The level of reliability of the questionnaire, the factor that influenced the acceptance of innovation was 0.98 and the reliability of the innovation acceptance questionnaire. 0.96 Cabinet online banking statistics used for data analysis were percentage, mean, standard deviation. T-test One-way Analysis of Variance Performed pair testing using LSD method. And simple regression analysis

                 The results of the research revealed that; 1) most Krung Thai Bank Public Company Limited customers were female, aged between 20-40 years, single status, bachelor degree level. Career civil servant / state enterprise and have an average monthly income of 20,001 - 30,000 baht. The factors that influence the acceptance of online banking innovation in financial transactions as a whole having the highest mean value at the highest level. The aspect that has the highest average value is the benefit which has been increased, next is the experiment and the lowest mean is the complexity and the acceptance of online banking innovation in overall financial transactions with the highest mean the aspect that has the highest mean is the expectation from usage, followed by the perceived ease of use. And the lowest aspect is the influence of society; 2) the customers of Krung Thai Bank Public Company Limited in Suphan Buri Province, having different marital status, education level, occupation and monthly income. There are factors that influence the acceptance of online banking innovation in financial transactions; 3) The customers of Krung Thai Bank Public Company Limited in Suphan Buri Province with different marital status, education level, occupation and average monthly income. There were different acceptance of online banking service innovation in overall financial transactions and 4) factors influencing acceptance of innovation. Benefits received Compatibility Complexity And trial available There is a relationship and influence on the acceptance of online banking service innovation in financial transactions of Krung Thai Bank Public Company Limited clients in Suphan Buri Province. With statistical significance at the level of .05 by explaining 84 percent