Factors influencing customers’ adoption of digital banking in Thailand

Arnon Tubtiang and Thayika Tangkalayanan

Graduate School of Management and Innovation,

King Mongkut’s University of Technology,

126 CB5 8th Floor, Pracha-Utid Road, Bangmod, Thungkru, Bangkok 10120

Manuscript received October 22, 2015

Revised November 13, 2015

ABSTRACT

Nowadays, Digital Economy is under the implementation worldwide of which the key driver is the internet. Then, the internet becomes another part of our life. The internet users are continuously growth every year. This technology helps people to connect every daily activity anywhere and anytime including banking service. This is a quantitative research to discover the factors which are influencing the adoption of digital banking or Internet Banking in the other word. The study used the survey method to gather information from respondents in the form of questionnaire. All the questions shown in the questionnaire are based on the objective of this study. The sample size is 400 respondents. The Five-Point Likert Scale is used as the indicator for measuring the level of satisfaction. Additionally, this research used Statistical Package for the Social Sciences (SPSS) version 17.0 as the statistical instrument in order to analyze the collected data. Descriptive statistic, Pearson’s correlation coefficient and multiple regression analysis are used in the data analysis. The result from hypothesis testing has revealed that performance expectancy, effort expectancy, social influence and facilitating condition have positive affect with the intention to use Digital banking through the internet across three branches of commercial bank in Bangkok, Thailand. 

Keywords: ICT and Digital Innovation, Internet Banking, Digital Banking

pdf-iconpdf File Size: 107.89 KB

 

mutengineer@gmail.com

Mahanakorn University of Technology

140 Moo 1, Cheum-Sampan Road, Nongchok, Bangkok, Thailand 10530

Tel: +(662)988-3655  Fax: +(662)988-4027

designed by sutit.ongart@gmail.com