The Perceived Benefits, Ease of Use, Attitudes, and Reference Group Conformity Influencing the Intention to Use Mobile Banking Services Among Elderly Customers in Ubon Ratchathani Province: A Study of Government Savings Bank
Keywords:
Perceived Benefits, Perceived Ease of Use, Attitudes, Reference Group Conformity, Intention to UseAbstract
This research aims to 1) to study the factors related to perceived benefits, perceived ease of use, and reference groups that influence the intention to use mobile banking services of the Government Savings Bank among elderly customers in Ubon Ratchathani Province;
2) to examine the influence of perceived benefits and perceived ease of use on the intention to use mobile banking services through attitudes; 3) explore the impact of perceived benefits and perceived ease of use on attitudes. The sample population consists of 500 elderly individuals using mobile banking services in Ubon Ratchathani Province, selected through probability sampling using a stratified sampling method. The questionnaire was the research tool used. The findings reveal that 1) perceived benefits and reference groups significantly influence the intention to use mobile banking services among the elderly in Ubon Ratchathani Province at a 0.01 significance level, whereas perceived ease of use does not have a significant effect;
2) perceived benefits and perceived ease of use significantly influence the intention to use mobile banking services through attitudes at a 0.01 significance level; 3) perceived benefits and perceived ease of use significantly affect attitudes at a 0.01 significance level.
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