Factors Affecting The Acceptance of Financial Innovation Mobile Banking of Government Savings Bank Users in Phranakhon Si Ayutthaya Province

Abstract

The purposes of the research were to: 1) study factors of characteristics of innovative; 2) study the acceptance of financial innovations; 3) compare the acceptance of financial innovations classified by personal factors; and 4) study the relationship between factors of characteristics of innovative and the acceptance of financial innovations mobile banking. The sample group consisted of 384 the Government Savings Bank users in Phra Nakhon Si Ayutthaya Province. The research instrument was a questionnaire, factors of characteristics of innovative with the reliability at 0.97 and the acceptance of financial innovations with the reliability at 0.95. Statistical analysis was performed in terms of mean, standard deviation, t-test, one-way ANOVA, LSD test, and Pearson's correlation coefficient. The research findings revealed the followings: 1) factors of characteristics of innovative was found as a whole at a high level ( = 4.47, S.D. = 0.53). The side with the highest average was observability ( = 4.55, S.D. = 0.57), followed by compatibility ( = 4.53, S.D. = 0.57), and the side with the lowest mean was complexity  ( = 4.35, S.D. = 0.67). 2) The acceptance of financial innovations was found as a whole at a high level ( = 4.49, S.D. = 0.56). The side with the highest average was perceived usefulness ( = 4.53, S.D. = 0.58), followed by perceived ease of use ( = 4.45, S.D. = 0.59). 3) The Government Savings Bank users with different age, status, educational and average monthly income level had different the acceptance of financial innovations mobile banking of the Government Savings Bank as a whole were different with a statistically significant level at .05. 4) The relationship between factors of characteristics of innovative and the acceptance of financial innovations mobile banking of the Government Savings Bank users was positively found at a very high level (r = .914).