ปัจจัยที่มีอิทธิพลต่อความตั้งใจใช้บริการธุรกรรมทางการเงินผ่านแอปพลิเคชัน  BAAC Mobile ของลูกค้าธนาคารเพื่อการเกษตรและสหกรณ์การเกษตรในพื้นที่ภาคเหนือตอนล่าง

Ratana Sukkaew; Pranee  Eamlaorpakdee

Authors

Ratana Sukkaew Master of Business Administration Concentration in Management, University of the Thai Chamber of Commerce
Pranee Eamlaorpakdee Master of Business Administration Concentration in Management, University of the Thai Chamber of Commerce

Keywords:

Technology Acceptance, Perceived Risk, Behavioral Intention to Use, Financial Transactions, Consumer Behavior

Abstract

This study investigates the factors influencing customers' intention to use financial transaction services via the BAAC Mobile application of the Bank for Agriculture and Agricultural Cooperatives (BAAC) in the Lower Northern Region of Thailand. The study considers demographic factors, usage behavior, technology acceptance, and perceived risk. A quantitative survey research design was employed, with data collected from 384 respondents and analyzed using multiple linear regression analysis. The results indicate that technology acceptance plays a significant role in influencing intention to use. Perceived usefulness (β = 0.163, p = 0.008) and attitude toward usage (β = 0.391, p < 0.001) had a positive and statistically significant effect on intention to use, with attitude toward usage being the strongest predictor. In addition, perceived risk related to personal data privacy significantly influences intention to use (β = 0.224, p < 0.001). In contrast, perceived ease of use (β = 0.111, p = 0.051), financial risk (β = 0.031, p = 0.593), and security risk (β = -0.105, p = 0.084) did not have a statistically significant effect on intention to use. The findings suggest that although users perceive the application as easy to use, this factor does not directly determine behavioral intention. Instead, perceived usefulness and attitude toward usage serve as key drivers of mobile banking adoption in the BAAC context. Meanwhile, confidence in personal data protection remains a critical factor influencing users' decision-making.

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