FACTORS AFFECTING MOBILE BANKING USAGE BEHAVIOR IN BANGKOK

Abstract

This independent study aimed to study financial transaction via mobile phone, to analyze demography with financial transaction via mobile phone, to analyze marketing mix with financial transaction via mo-bile phone, and to analyze attitude towards using financial application on mobile phone with financial transaction via mobile phone. This study was a survey research and population and samples were both people who have and have not used financial transaction via mobile phone. There was 420 samples who lived or worked in Bangkok metropolitan. This study use a questionnaire as a tool for collecting data. De-scriptive statistics included frequency, percentage and mean and standard deviation, along with hypothesis testing and Chi-square were used for data analysis. The result of the study showed that most respondents were female, aged between 25 - 30, holding bachelor degree or equivalent, working for private company with an average monthly income was 15,001 - 20,000 baht. They almost used a financial transaction via mobile phone with Kasikorn Bank. In marketing mix analysis, the important factor were several channels for the information inquiry, security and vulnerability respectively. In attitude towards using financial application on mobile phone analysis, the benefit were transportation cost reduction, modern and conven-ient usage of technology respectively. The hypothesis testing indicated that the demographic, marketing mix, and their attitude correlated with financial transaction via mobile phone.