Comparison of the Acceptance Level of Mobile Banking Technology : Case Study of Mymo and K Plus in Hua-Hin District, Prachuap Khiri Khan Province

Abstract

The purposes of this research were to study user perspectives towards mobile banking on financial transactions using mobile applications of MYMO and K-Plus in Hua Hin district, Prachuap Khiri Khan province and to determine factors that have influence on perspectives and intention of users in selecting a mobile banking service provider for their financial transactions using the applications of MYMO and K-Plus in Hua Hin district, Prachuap Khiri Khan province, as well as to understand which opportunities for users to choose mobile applications of MYMY and of K-Plus in Hua Hin district, Prachuap Khiri Khan province. Conceptual framework is based on Technology Acceptance Model (TAM). Simple random sampling technique was applied to select 209 consumers living in the area Hua-Hin District, Prachuap Khiri Khan 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 The Perceived Ease of Use (PEOU) and the Perceived Usefulness (PU) of Mobile Banking both have a positive influence on Attitude Towards Behavior (ATT) in using Mobile 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 Mobile Banking for financial transactions which has a positive influence on Usage Behavior. However, if the users are aware of the Perceived Risk in using Mobile Banking for financial transactions, it will create a negative influence to the Behavior Intention and the Usage Behavior of using Mobile Banking at a statistically significant level of 0.01.