The Influence of Digital Ethics Perception on Brand Trust and Brand Loyalty: A Case Study of FinTech in Thailand
Keywords:
Digital Ethics Perception, Brand Trust, Brand Loyalty, , Fintech, Artificial IntelligenceAbstract
This study aims to: (1) examine the level of digital ethics perception among fintech users in Thailand; (2) analyze the influence of digital ethics perception on brand trust and brand loyalty; (3)investigate the role of brand trust as a mediating variable; and (4)propose digital ethics management guidelines for financial institutions utilizing fintech.The research employed a quantitative methodology, collecting data through online questionnaires from 444 fintech users in Thailand who had used fintech services at least once within the past year.The sample size was determined according to Kline’s (2015) guideline, which proposes a ratio of 10 participants per estimated parameter or observed variable. The content validity index ranged from 0.67 to 1.00, and Cronbach's Alpha was 0.942. The data were analyzed using structural equation modeling.
The findings revealed that the sample comprised 49.5% female, 49.1% male, and 1.4% LGBTQ+ respondents. Digital ethics perception was at the highest level ( = 4.39, SD = 0.51). Among the measured variables, brand trust scored the highest ( = 4.40, SD = 0.55), followed by digital ethics perception ( = 4.38, SD = 0.54) and brand loyalty ( = 4.37, SD = 0.57). Digital ethics perception had a significant positive influence on brand trust (β = 1.112, p < 0.001) but no direct effect on brand loyalty (β = 0.061, p = 0.705). However, it had an indirect effect on brand trust (0.935), with a total effect of 0.997. Brand trust significantly influenced brand loyalty (β = 0.841, p < 0.001), explaining 87.2% of the variance in brand loyalty (R² = 0.872). The refined model showed that digital ethics perception influenced brand trust (β = 1.113, p < 0.001), and brand trust influenced brand loyalty (β = 0.894, p < 0.001), explaining 87.5% of the variance in brand loyalty (R² = 0.875).
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ข้อความ ข้อคิดเห็น ข้อมูล เนื้อหา รูปภาพ แผนภูมิ แผนผัง เป็นต้น ที่ปรากฏและแสดงในบทความต่างๆ ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นความรับผิดชอบโดยตรงของผู้เขียนบทความนั้นๆ มิใช่เป็นความรับผิดชอบใดๆ ของวารสารบริหารธุรกิจเทคโนโลยีมหานคร และมหาวิทยาลัยเทคโนโลยีมหานคร
บทความที่ตีพิมพ์ในวารสารบริหารธุรกิจเทคโนโลยีมหานคร ถือเป็นลิขสิทธิ์เฉพาะของคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานคร หากบุคคลหรือหน่วยงานใดต้องการนำทั้งหมดหรือส่วนใดส่วนหนึ่งไปเผยแพร่ต่อหรือเพื่อกระทำการใดๆ จะต้องได้รับการอนุญาตเป็นลายลักษณ์อักษรจากคณะบริหารธุรกิจ มหาวิทยาลัยเทคโนโลยีมหานครก่อนเท่านั้น
