Factor Analysis and Behavior Intention in Debit Card Using of Undergraduates
Keywords:
Debit Card, Behavior Intention, Factor AnalysisAbstract
This research aims to analyze the factors influencing the behavioral intention of using debit cards among undergraduate students in Thailand. The researchers collected data through questionnaires from a sample group of 482 undergraduate students studying in Thai universities who used debit cards for transactions. The data was analyzed using statistical techniques such as Factor Analysis and Multiple Regression at a significance level of 0.05. From the Factor Analysis, five factors were identified as follows: service quality factor, social factor, product understanding factor, security factor, and confidence factor. Furthermore, the Multiple Regression analysis revealed that these factors significantly influenced the behavioral intention of using debit cards among Thai undergraduate students. The findings of this research can be used by banks to devise strategies to cater to their target group effectively.
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