Causal Factor of Behavior Intention of Innovative System of Line Official Account Application to Local Revenue Tax Payment of Nong Khaem Residents, Bangkok Province

Abstract

The objectives of this study were to investigate the structural relationship of social influence, service quality, customer satisfaction toward behavior intention of an innovative application of the Line Official Account application to pay the local revenue tax for Nong Khaem residents, Bangkok province. Samples in this study were 241 Nong Khaem residents, using an innovative system of the Line Official Account application to pay their local revenue tax, randomized by stratified and simple random samplings. The scales of the Index of Item-Objective Congruence (IOC) were from 0.67 to 1.00 and the range of Cronbach’s Alpha coefficient scales was from 0.712 to 0.900. A questionnaire was implemented as a research instrument in this study, statistically analyzed by percentage, means, standard deviation (S.D.), and structural equation modeling analyses with a statistical analysis program. Results of the study revealed that Social influence (SI), service quality (SQ), and customer satisfaction (CS) had a direct effect on behavior intention (BI), ranging at 0.230, 0.192, and 0.670 respectively; whereas the social influence (SI) and service quality (SQ) had an indirect effect on behavior intention, ranging at 0.343 and 0.217 respectively. Moreover, social influence (SI) and service quality (SQ) had a direct effect on customer satisfaction (CS), ranging at 0.557 and 0.353 respectively.