FACTORS INFLUENCING THE ACCEPTANCE AND USAGE BEHAVIOR OF THE PAO TANG APPLICATION’S USERS

Abstract

The objectives of this research were to study 1) the level of perceived usefulness, perceived ease of use, perceived compatibility, perceived risk and usage behavior of Pao Tang application’s users in Thailand; 2) the relationship among perceived usefulness, perceived ease of use, perceived compatibility, perceived risk and usage behavior of the users; and 3) the influence of perceived usefulness, perceived ease of use, perceived compatibility and perceived risk over the usage behavior of the users. A quantitative research, this study used a questionnaire to collect data from 400 users of Pao Tang application, aged 18 and over, selected via convenience sampling. The data were analyzed using Pearson's Product Moment Correlation Coefficient and Multiple Regression Analysis. The research found that 1) the level of perceived usefulness, perceived ease of use, perceived compatibility, perceived risk and usage behavior of the users were high; 2) perceived usefulness, perceived ease of use and perceived compatibility, except perceived risk, were positively correlated with the usage behavior of the users at the statistical significance level of 0.05; and 3) perceived usefulness, perceived ease of use and perceived compatibility, except perceived risk, had an influence over the usage behavior of the users at the statistical significance level of 0.05.