CREATING A FORECAST EQUATION FOR THE ADOPTION OF MYMO APPLICATION OF THE GOVERNMENT SAVING BANK CUSTOMERS AT SAM CHUK BRANCH, SUPHANBURI PROVINCE

Abstract

Objectives of the research article were to study: 1) the attitude towards information technology usage, the information technology application behaviors, and the adoption of MyMo application, 2) the attitude towards information technology usage and the information technology application behaviors that affected the adoption of MyMo application, and 3) to create the forecast equation for the adoption of MyMo application of Government saving bank customers at Samchuk branch, Suphanburi Province. The samples were 400 customers of Government Savings Bank at Sam Chuk Branch in Suphanburi Province who used the MyMo application. They were selected by an accidental sampling technique. A questionnaire was used as a tool to collect data.

           The statistics used to analyze the data were frequency, percentage, mean and standard deviation. Multiple regression analysis was also used to analyze the data. The research results were found that the respondents had overall opinions on the attitude towards technology usage, the information technology application behaviors, and the adoption of the MyMo application by the Government Savings Bank were at a high level. The results of the hypothesis testing revealed that the attitude towards the use of information technology, including knowledge, affection, and behavior, affected the adoption of the MyMo application by the Government Savings Bank. The information technology application behaviors, namely: goals, readiness, situations, and interpretations, affected the adoption of the MyMo application by Government Savings Bank customers at a statistically significant level of 0.05.