Factors affecting the perceived security of Application Mobile Banking In Chonburi Province

Abstract

The study has 4 main objectives as following; to study the perceived security level of the Mobile Banking Application in Bangkok. To study the marketing mix factors that affects the perceived security of using the Mobile Banking in Chonburi Province. To compare the perceived security of the Mobile Banking Application by the demographic characteristics. To study the importance of the marketing mix financial services through the Mobile Banking Application of Chonburi Metropolitan users. The study showed that the sample of 400 people who used the financial services through a Mobile Banking Application in Chonburi Province. It used the marketing mix factor (7P’s) and demographic factors as an independent variable and the security awareness in the Mobile Banking Application as a variable. The statistical significance was at 0.05. The results of this studying showed that the demographic factors have the different effects on consumers with different occupations. They have different perception of security awareness when using the Mobile Banking Application but in the marketing mix factors which included Product, Promotion, People and Process have differentiating effects on perception of safety when using the mobile banking application. The importance of marketing mix in the perception of safety of people who used mobile banking application in Chonburi Province rated from most important to least important is Product, People, Promotion and Process.