Deciding behavior to use the Government Housing Bank application among working age people who have used the GHB ALL GEN application in western Bangkok.

Abstract

This study aimed to: 1) compare the decision-making behavior in using the GHB ALL GEN application of the Government Housing Bank classified by personal factors, 2) compare consumer behaviors influencing the decision to use the application, and 3) examine the acceptance and use of technology that affects the utilization of the banking application. The sample consisted of 400 working-age individuals in Western Bangkok who had previously used the GHB ALL GEN application. A questionnaire was employed as the research instrument, and data were analyzed using descriptive statistics, t-tests, one-way ANOVA, and multiple regression analysis.

The results revealed that: 1) gender did not significantly affect users’ decisions to use the banking application, while demographic characteristics including age, education, income, occupation, and marital status showed significant differences in decision-making behavior; 2) consumers with different behaviors in terms of access frequency, time of access, device used, service choices, session duration, source of recommendation, main reason for using the application, and key factors influencing usage exhibited statistically significant differences in application usage at the 0.05 level.; and 3) acceptance and use of technology significantly influenced users’ decisions in terms of system reliability, facilitating conditions, confirmation of expectations, and perceived risk. However, perceived service value, performance expectancy, effort expectancy, and social influence were found to have no significant effect on users’ decisions to use the application.