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Publication
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| Research Title |
FACTORS AFFECTING TO TRUST AND INTENTION TO CONTINUE USING MOBILE BANKING A CASE OF A-MOBILE APPLICATION |
| Date of Distribution |
24 February 2023 |
| Conference |
| Title of the Conference |
International Scientific Conference on Economic and Social Development - "Business, Economics and Social Development after Pandemics" |
| Organiser |
Kasetsart University |
| Conference Place |
Kasetsart Business School, Kasetsart University |
| Province/State |
Bangkok |
| Conference Date |
23 February 2023 |
| To |
24 February 2023 |
| Proceeding Paper |
| Volume |
12 |
| Issue |
92 |
| Page |
305 |
| Editors/edition/publisher |
Pornlapas Suwannarat, Sasivimol Meeampol, Bordin Rassameethes |
| Abstract |
This research is to examine the relationship between variables impacting trust and intention to continue using mobile banking. The sample group of customers from the Bank for Agriculture and Agricultural Cooperatives located in the Northeastern part of Thailand is used as the basis for this case study on A-Mobile banking application. With the help of questionnaires as a research tool and descriptive statistics like frequency, standard deviation, and structural equation model (SEM) analysis, a sample group of 400 people had utilized the A-Mobile application. The findings demonstrated that perceived usage factor (PU), with a positive correlation of 43%, was the factor that most affected trust (TR). Social influence factor (SI), which had a positive correlation and came in second at 14%, was then considered. The next component that had a positive correlation was 13% of the risk perception factors (PR). And a factor that negatively correlated with the results was privacy and security concerns. Continual mobile banking intentions (IC) were positively correlated with the trust factor (TR), which had the biggest influence (54%). |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
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| Citation |
0
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Journal Publication
ไทย