ACCEPTANCE OF PROMPTPAY TECHNOLOGY OF BANK CUSTOMER IN HUA HIN PRACHUAB KIRI KHAN

Abstract

The purposes of this research were; to study acceptance of PromptPay technology of bank customer; to compare acceptance of PromptPay technology of bank customer and; to create the index for comparing acceptance of PromptPay technology of bank customer between the bank customers’ usage behaviors of Prompt Pay technology and the values attached with the bank customers’ PromptPay. The conceptual framework of this research was adapted from the Technology Acceptance Model: TAM. The stratified random sampling technique was applied to select 404 customers of the banks to answer the questionnaire. The data was analyzed by the Bivariate Analysis including T-test, F-test, and Regression Analysis. The research finding revealed that; there were nine elements in the bank customer acceptance of PromptPay technology including attitude, acknowledgement of usability, acknowledgement of benefits, acknowledgement of reliance, influence of the intimate people, influence of the contacted groups, influence of the reference groups, usage intention, and usage behaviors. Moreover, the research found that; the acknowledgement of benefits was the beginning factor which resulted positively in the acknowledgement of usability and both of these factors brought the positive result towards the attitude. The influence of intimate people and contacted people resulted positively in the reference persons. Factors on attitude, reference persons and the acknowledgement of reliance resulted positively in the usage intention and the usage behaviors of PromptPay that this finding was statistically significant at 0.01 level. Additionally, the reference persons resulted the most in the acceptance of PromptPay technology and; The last finding indicated that the customers who used PromptPay with attached values of more than 10,000 baht accepted PromptPay the most. These results implied that the bank customer acceptance of PromptPay technology resulted from the reference persons whom were influenced by the contacted people which were the bank clerks.