FACTORS AFFECTING THE DECISION ON FINANCIAL TRANSACTION SERVICE VIA ONLINE BANKING OF THE USERS IN BANGKOK

Narumon  Chomchom

Narumon Chomchom College of Innovation and Management, Suan Sunandha Rajabhat University

Keywords: Factors, Decision, Service, Financial Transaction, Online Banking

Abstract

This research aimed to 1) study the factors affecting the decision on financial transaction service via online banking of the users in Bangkok, and 2) study the behavior of financial transaction service via online banking of the users in Bangkok. The population was the people who use the financial transaction service via online banking in Bangkok and the sample group was 400 people. The data was gathered by using the questionnaire and data was analyzed by using the software package.
The findings revealed that most of the users used the mobile application for its convenience, fastness, and security; during 8:30 – 12:00 hrs.; and 6 – 10 times per week. The opinion towards the factors affecting the decision on financial transaction service revealed that it was at the moderate level in overall, considering each topic; the intention of using the financial transaction service; perception and convenience of using the financial transaction service; trust of using the financial transaction service; security of using the financial transaction service; perception on benefits of using the financial transaction service; and brand loyalty, respectively. The hypothesis test results revealed that; 1) education level – the different education levels affected the different factors affecting the decision on financial transaction service via online banking of the users in Bangkok at a significance level of 0.05, and 2) behavior - the different behaviors affected the different factors affecting the decision on financial transaction service via online banking of the users in Bangkok at a significance level of 0.05.