การรับรู้ความเสี่ยงและการยอมรับการใช้งานเทคโนโลยีมีความสัมพันธ์กับพฤติกรรมการใช้บริการธุรกรรมทางอิเล็กทรอนิกส์ของลูกค้า ธนาคารกสิกรไทย ในจังหวัดสระบุรี

Abstract

This study aimed to investigate the customer usage behaviors of the electronic transaction service provided by Kasikorn Bank in Saraburi Province on these issues: 1) their personal factors that had influences on their electronic transaction service usage behaviors, 2) the relationship between their perceptions of risks and their electronic transaction service usage behaviors, and 3) the relationship between their adoption of technology and their electronic transaction service usage behaviors. The population of this study was customers of all nine Kasikorn Bank branches in Saraburi Province. The samples were 343 customers selected by purposive sampling. The instrument for data elicitation was a questionnaire. The descriptive statistics were frequency, percentage, mean, and standard deviation while the inferential statistics for data analysis were independent sample t- test, One- way ANOVA and Pearson Product-Moment Correlation. The results of this study showed that the majority of the respondents were male, aged between 25 and 35 years old, with a bachelor's degree, employees of private companies, and with average monthly income between 10,001 and 20,000 Baht. The hypothesis testing revealed these findings. Their overall perceptions of risks were at a high level. In addition, the overall relationship between their perceptions of the risks and technology transaction service usage behaviors was at the moderate level and in the same direction at the significance level of 0.01. Lastly, their adoption of technology was the highest level and the overall relationship between the technology adoption and their electronic transaction service usage behaviors was at a moderate level in the same direction at the statistically significance level of 0.01.