ปัจจัยที่มีอิทธิพลต่อการตัดสินใจใช้บริการอินเทอร์เน็ตแบงก์กิ้ง ของลูกค้าธนาคารออมสินในเขตอำเภอเมืองเชียงใหม่

Abstract

This independent study about the factors affecting the decision of using the internet banking services of Government Savings Bank’s customers in Mueang Chiang Mai district had 3 objectives. 1) To study the factor that had a relationship and had an affect towards the personal data and factors affecting the decision of using the internet banking services of Government Savings Bank’s Customers in Mueang Chiang Mai district. 2) To study the factors and the level of the acceptance of using the internet banking services of Government Savings Bank’s customers in Mueang Chiang Mai district. 3) To study the development approach of internet banking services towards the crease on the level of access to financial services. This independent study, used a quantitative research methodology. The instrument used were a questionnaire, union integrated the idea of Task-Technology Fit (TTF) and Unified Theory of Acceptance and Use of Technology (UTAUT) including Technology Acceptance Model (TAM) adapt of from the framework of research. A test of 357 samples are used in this study were mainly composed of GSB Internet Banking in Muang District Chiang Mai Province. The data was analyzed through descriptive statistics including frequency, percentage and standard deviation. The statistic union used to test the assumption were the Independent-Samples (T-Test) and One-way ANOVA that had set the error to 0.05 The result show that The personal factors affecting the decision of using the internet banking services of Government Savings Bank’s customers in Mueang Chiang Mai District is age, education and career factors respectively. Gender and income factors did not affect the decision. The study of the factors that affect the decision is lock security in that order, followed by the Performance Expectancy and Task-Technology Fit. Suggestions in this research Propose that supposed development of the system in the direction that suits all genders. The system provides the highest level of security and performance simultaneously. Ease of use difficulties cannot supposed added to the other forms advertising in the media to promote up attitudes about service. It can cause at a glance acceptance.