Factors Affecting the Intention to Use Financial Products of Islamic Cooperatives in Southern Border Provinces of Thailand
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Abstract
This study aims to investigate the factors affecting the intention to use financial products of Islamic cooperatives in the southernmost provinces of Thailand. The research variables consisted of six latent variables: awareness, cost and benefit, attitude toward behavior, subjective norm, perceived behavioral control and intention to use. Moreover, this study also focused on the most influential factor impacting the people’s intention to use the financial products of Islamic cooperatives. The data collection included 400 cases of Islamic cooperatives in the southernmost provinces of Thailand; Pattani, Yala and Narathiwat. The questionnaire was used as a research instrument to collect data, and convenience sampling was used in this study. The fundamental statistics and causal relationship model were used in data analyses. The findings showed that the causal relationship model of the factor affecting intention to use financial products of Islamic cooperatives correlated with the empirical data, and the variable considered to have the direct positive influence was attitude toward behavior, subjective norm and perceived behavioral control. Meanwhile, the variable which had an indirect positive influence on intention to use of the financial products of Islamic cooperatives through attitude toward behavior was awareness together with cost and benefit. The factor complying with the subjective norm is the most influential on the decision in consuming the financial products of Islamic cooperatives. Therefore, based on the findings, the Islamic cooperatives are able to apply and utilize marketing plans and marketing strategies as well as new financial product development based on the members’ need of the cooperatives in order to compete among industry rivalries.
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