Technology Acceptance Model to Intention of Use the Mobile Banking Services in Chiang Mai Province, Thailand

Hui Guo; Qian Ling; Xiang Nan; Yu-Chen Wei; Praphaphan  Wunsuk

doi:10.60027/ijsasr.2023.3077

Authors

Hui Guo Innovation Collage, North-Chiang Mai University, Thailand https://orcid.org/0009-0000-2083-0675
Qian Ling Innovation Collage, North-Chiang Mai University, Thailand https://orcid.org/0009-0004-2017-737X
Xiang Nan Innovation Collage, North-Chiang Mai University, Thailand https://orcid.org/0009-0000-4916-5621
Yu-Chen Wei Innovation Collage, North-Chiang Mai University, Thailand https://orcid.org/0009-0001-7914-7683
Praphaphan Wunsuk Independent Researcher, Thailand https://orcid.org/0009-0003-3685-0752

DOI:

https://doi.org/10.60027/ijsasr.2023.3077

Keywords:

Technology Acceptance Model; , Intention of Use; , Mobile Banking Services

Abstract

Background and Aim: Technological intelligence is revolutionizing industries like electronics, e-commerce, and mobile banking, with banks launching new channels and fostering trust for successful adoption. This paper aims to examine the influence of technology acceptance on the intention to use mobile banking services in Chiang Mai Province, Thailand.

Materials and Methods: This study used a quantitative research method to gather data from mobile banking users in Chiang Mai Province, Thailand. A structured questionnaire with 20 items was used to measure perceived usefulness, ease of use, trust, and intent of use. The questionnaire’s reliability was high, with Cronbach’s alpha coefficient estimates ranging from 0.759 to 0.916. Multiple regression was used to examine the research hypothesis.

Results: The study uses the TAM Model to analyze the impact of perceived usefulness, ease of use, and trust on mobile banking intent in Chiang Mai Province, Thailand. Results show that these factors are essential determinants of intent.

Conclusion: The study analyzes TAM Model’s impact on mobile banking intent in Chiang Mai Province, Thailand, revealing usefulness, ease of use, and trust as essential determinants. Thai banks should introduce mobile banking services to improve customer satisfaction and productivity in Chiang Mai Province, considering factors like business environment, technological differences, and cross-country connections.

References

Adams, D. A., Nelson, R. R., & Todd, P. A. (1992). Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication. MIS Quarterly, 16(2), 227–247.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior Human Decision Process. 50,179–211.

Au, Y. A., & Kauffman, R. J. (2008). The economics of mobile payments: Understanding stakeholder issues for an emerging financial technology application. Electronic Commerce Research & Applications, 7(2), 141–164.

Bagheri, A., Bondori, A., Allahyari, M. S., & Surujlal, J. (2021). Use of biologic inputs among cereal farmers: application of technology acceptance model. Environment, Development & Sustainability, 23(4), 5165–5181.

Barbosa Cabral, C. R., de Souza, N. L., & Leão, J. (2022). Bayesian measurement error models using finite mixtures of scale mixtures of skew-normal distributions. Journal of Statistical Computation & Simulation, 92(3), 623–644.

Bati, S., & Gozupek, D. (2019). Joint Optimization of Cash Management and Routing for New-Generation Automated Teller Machine Networks. IEEE Transactions on Systems, Man & Cybernetics. Systems, 19(12), 2724–2738.

Chabbi, S., Boudour, R., & Semchedine, F. (2020). A Secure Cloud Password and Secure Authentication Protocol for Electronic NFC Payment Between ATM and Smartphone. Ingenierie Des Systemes d’Information, 25(2), 139–152.

Chen, X., Tao, D., & Zhou, Z. (2019). Factors affecting reposting behavior using a mobile phone-based user-generated-content online community application among Chinese young adults. Behavior & Information Technology, 38(2), 120–131.

Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Q. 13(3):319–340.

Davis. F.D., Bagozzi, R.P. & Warshaw, P.R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35(8), 982–1003. https://doi.org/10.1287/mnsc.35.8.982

Dimitriadis, S., & Kyrezis, N. (2010). Linking trust to use intention for technology-enabled bank channels: The role of trusting intentions. Psychology & Marketing, 27(8), 799–820.

Electronic Transactions Development Agency. (2021a). Thailand Internet User Behavior 2020. Ministry of Digital Economy and Society: Bangkok, Thailand.

Electronic Transactions Development Agency. (2021b). Value of e-Commerce Survey in Thailand 2020. Ministry of Digital Economy and Society: Bangkok, Thailand.

Filieri, R., Acikgoz, F., Ndou, V., & Dwivedi, Y. (2021). Is Trip Advisor still relevant? The influence of review credibility, review usefulness, and ease of use on consumers’ continuance intention. International Journal of Contemporary Hospitality Management, 33(1), 199–223.

Fishbein, M., & Ajzen, I. (1975). Expectation, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.

Gonzalez, E., Mitra, S., & Turel, O. (2020). Motivational Impacts on Intent to Use Health-Related Social Media. Journal of Computer Information Systems, 60(2), 136–145.

Grover, P., Kar, A. K., Janssen, M., & Ilavarasan, P. V. (2019). Perceived usefulness, ease of use, and user acceptance of blockchain technology for digital transactions – insights from user-generated content on Twitter. Enterprise Information Systems, 13(6), 771–800.

Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate Data Analysis. Seventh Edition. Prentice Hall, Upper Saddle River, New Jersey.

Ibrahim, M., Sare, Y. A., & Adam, I. O. (2021). An application of frequency domain approach to the causal nexus between information, communication, and technology infrastructure and financial development in selected countries in Africa. International Journal of Finance & Economics, 26(1), 1206–1235.

Joo. J. (2016). Exploring Korean Collegians’ Smartphone Game Behavior: Focusing on Conciseness, Perceived Ease of Use, Perceived Enjoyment, Flow, and Intent to Use. Journal of Digital Convergence, 14(1), 379–386.

Kamkankaew, P. (2020). Corporate Brand Management: The Way to Success for Small and Medium Enterprise. Journal of Management Sciences, Suratthani Rajabhat University, 7(2), 218 - 238.

Kamkankaew, P., Chaunwan, C., Phattarowas, V., Limpiaongkhanan, P., Khumwongpin, S. & Sribenjachot, S. (2021). The Impact of Disposal Behavior on Business after the COVID-19: A Preliminary Holistic View of Thai Business. MUT Journal of Business Administration, 18(2), 26-42.

Kapadia, J. M. (2020). Blockchain Technology: Application in the Financial Industry. Scholedge International Journal of Management & Development, 7(8), 130–135.

Kwok, P. K., Yan, M., Qu, T., & Lau, H. Y. K. (2021). User acceptance of virtual reality technology for practicing digital twin-based crisis management. International Journal of Computer Integrated Manufacturing, 34(7/8), 874–887.

Lin, J., Lu, Y., Wang, B., & Wei, K. K. (2011). The role of inter-channel trust transfer in establishing mobile commerce trust. Electronic Commerce Research & Applications, 10(6), 615–625.

Liu, Y., Wang, M., Huang, D., Huang, Q., Yang, H., & Li, Z. (2019). The impact of mobility, risk, and cost on the users’ intention to adopt mobile payments. Information Systems & E-Business Management, 17(2–4), 319–342.

Lu, Y., Yang, S., Chau, P. Y. K., & Cao, Y. (2011). Dynamics between the trust transfer process and intention to use mobile payment services: A cross-environment perspective. Information & Management, 48(8), 393–403.

Mavers, S., & Baker, R. (2021). A Look at an Automation Adoption Through a Human Performance Technology Lens: A Case Study of Bank Tellers and Automated Teller Machines. Performance Improvement, 60(2), 21–30.

Minh-Duc Le. (2021). User acceptance of enterprise resource planning systems: a study in small and medium enterprises in Vietnam. International Journal of Entrepreneurship & Innovation Management, 25(1), 72–104.

Miraz M. H., Sharif. K. I. M., Hassan. M. G., M. A., Mahyadin F. B. (2021). Bitcoins in the Malaysian Economy, Journal of Management, Economics, and Industrial Organization, 5(3), 70-85.

Oh, S., Lehto, X., & Park, J. (2009). Travelers’ Intent to Use Mobile Technologies as a Function of Effort and Performance Expectancy. Journal of Hospitality Marketing & Management, 18(8), 765–781.

Parikh, A., Patel, J. D., & Jaiswal, A. K. (2021). Managing job applications online: integrating website informativeness and compatibility in theory of planned behavior and technology acceptance model. Decision (0304-0941), 48(1), 97–113.

Rohlinger, D.A., & Bunnage, L. A. (2015). Connecting people to politics over time? Internet communication technology and retention in MoveOn.org and the Florida Tea Party Movement. Information. Communication & Society, 18(5), 539–552.

Su, P., Wang, L., & Yan, J. (2018). How users’ Internet experience affects the adoption of mobile payment: a mediation model. Technology Analysis & Strategic Management, 30(2), 186–197.

Sukwadi, R., Sant Caroline, S. & Yu-Hsin Chen, G. (2022). Extended technology acceptance model for Indonesian mobile wallet: Structural equation modeling approach. Engineering and Applied Science Research, 49(2), 146-154.

Sultana, F. & Akter, A. (2021). Women E-Commerce: Perspective in Bangladesh. Journal of Management, Economics, and Industrial Organization, 5(3), 1-13.

Tiwari, P., Tiwari, S. K., & Gupta, A. (2021). Examining the Impact of Customers’ Awareness, Risk and Trust in M-Banking Adoption. FIIB Business Review, 10(4), 413–423.

Tom, R., & Krishnan, M. R., (2021). A MODEL OF ANTECEDENTS OF BEHAVIOURAL INTENTION TO USE ONLINE BANKING: MEDIATING ROLE OF PERCEIVED EASE OF USE, Journal of Commerce & Accounting Research (JCAR), 2021, 10(2), PP30-39

Trivedi, S., Mehta, K., & Sharma, R. (2021). Systematic Literature Review on Application of Blockchain Technology in E-Finance and Financial Services. Journal of Technology Management & Innovation, 16(3), 88–100.

Wai, M., C. & Wai, C., LJ. (2021). 5G Connected Autonomous Vehicle Acceptance: The Mediating Effect of Trust in the Technology Acceptance Model. Asian Journal of Business Research, 11(1), 1–21.

Wang, J., Wagner, N., Sundhararajan, Son, L. H., & Joo, M. (2021). Application of wavelet transform image processing technology in financial stock analysis. Journal of Intelligent & Fuzzy Systems, 40(2), 2017–2027.

Wang, L., & Yan, J. (2018). How users’ Internet experience affects the adoption of mobile payment: a mediation model. Technology Analysis & Strategic Management, 30(2), 186–197.

Wang, Y., Genc, E., & Peng, G. (2020). Aiming the Mobile Targets in a Cross-Cultural Context: Effects of Trust, Privacy Concerns, and Attitude. International Journal of Human-Computer Interaction, 36(3), 227–238.

Xu, H. (2013). The Effect of Perceived Security on Consumers’ Intent to Use: Satisfaction and Loyalty to M-Commerce in China. Journal of Electronic Commerce in Organizations, 11(4), 37–51.

Yu, Z., & Song, X. (2021). User Intention of Anonymous Social Application “Soul” in China: Analysis based on an Extended Technology Acceptance Model. Journal of Theoretical & Applied Electronic Commerce Research, 16(7), 2898–2921.

Yukhno, A. S. (2021). Perspective of Blockchain Technology Application in Corporate Governance: Recent Trends. Management Sciences, 11(2), 57–72.