Perceived Risk Factors and Trust Influencing the Use of Electronic Money through the Rabbit Card at McDonald's and Mac Cafe. in Nakhon Pathom Province

Abstract

This research is aimed 1) to study the perceived risk of using electronic money via Rabbit cards at McDonald's and Mc Cafe 2) to study the trust of consumers to using electronic money via Rabbit cards towards McDonald's and Mc Café In Nakhon Pathom Province. The sample in the research consisted of consumers who used Rabbit cards at McDonald's and McCafe stores in Nakhon Pathom Province, 400 people. By using a simple random sampling technique. The collection tool was a set of questionnaires. The collected data were analyzed by percentage, mean, standard deviation and coefficient of variation. The results of the data analysis revealed that, considering perceived risk factors, the average of security risk indicators with the highest mean. Accounted for an average of 3.89, followed by financial risk and time risks representing an average of 3.81 and 3.68 for trust factors When considering each item, it was found that the average of competency indicators with the highest mean, the average value is 4.06, followed by communication and honesty. Representing an average of 3.97 and 3.96 respectively. The behavioral intentions factor, when considering each aspect found that social factors with the highest mean representing an average of 4.00, followed by Personal factors and control factors Representing an average of 3.86 and 3.81 respectively.