Factors Influencing Thai People to Use Internet Banking Application: The Case Study Of Thai People In Bangkok

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Temsook Raksawonkse

Abstract

Nowadays most customers need convenient service for themselves. Many businesses expand through online channel and there are a lot of money transfers between consumer to business, and business to business. The bank gives  the most important service to customers to transfer and deposit and withdraw the money. Internet banking is the very successful channel for the customer to save the time to do bank activities. Customers can check the transfer of the money in their mobile banking application instead of going to the bank and uploading the real time money in the bank book. Internet banking can give customers benefit to pay all their bills through the application instead of going to each of other service center. Therefore, this research has been conducted  to investigate factors influencing the customers use of internet banking in Bangkok, Thailand. It proposes to validate the integrated model among perceived usefulness, perceived ease of use, trust, and intention to use. The data was collected by questionnaire. This research applied 300 respondents who live in Bangkok and have been experienced using internet banking by using a convenience sampling technique. Confirmatory Factor Analysis (CFA( and Structural Equation Model (SEM) was used to verify the validity and reliability of the model and examine the influence among variables. The research results show that  perceived usefulness, perceived ease of use, and trust have directly significant influence on intention to use. Consequently, Internet banking was efficient and easy to use and gives customers good feedback on the application.

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