Factors of Internet Banking acceptance of GSB and of K-Cyber in Thayang District, Phetchaburi Province

Abstract

The purposes of this research were; to determine factors that influence on Internet Banking acceptance; and to study the perception of risks and the trust of using Internet Banking services as well as to understand choice behavior of using such services in Thayang District area of Phetchaburi Province. Conceptual framework is based on Technology Acceptance Model (TAM). Simple random sampling technique was applied to select 222 customers using Internet banking in Thayang District area of Phetchaburi Province to answer self-reported questionnaire. Data was analyzed by bivariate statistical analysis consisted of t-test, F-test, and correlation analysis. Research findings revealed that; factors influencing Internet Banking acceptance were The Perceived Ease of Use (PEOU) and the Perceived Usefulness (PU) of Internet Banking; both have a positive influence on Attitude Towards Behavior (ATT) in using Internet Banking for financial transactions; and the Injunctive Norm (INorm) and the Descriptive Norm (DNorm), both have a positive influence on the Subjective Norm (SNorm) in the Behavior Intention of using Internet Banking for financial transactions which has a positive influence on Usage Behavior. However, if users are aware of the Perceived Risk in using Internet Banking for financial transactions, it will create a negative influence to the Behavior Intention and the Usage Behavior of using Internet Banking at statistically significant level of 0.01.