Technology Acceptance on Mobile Banking of the Retailers in Muang District, Nakhon Sawan Province

Abstract

The purpose of this research is to study perception factors and acceptance of mobile banking technology affecting the intention tendency to use of the retailers in Muang district, Nakhon Sawan province. Data were collected by questionnaires with 230 samples of retailers in Muang district, Nakhon Sawan province. Data were analyzed by descriptive statistics such as frequency, percentage, arithmetic means, standard deviation. Chi-square test, one-way ANOVA, and multiple regression with structural equation model (SEM) were used to test the hypothesis in this study.

            The results showed that most retailers were female, age between 30-39 years, education level is high school with food/snack shops locating in the building. They also use more than one mobile banking application at first launch and less than 30 times per month. The results from multiple regression with SEM found that three latent variables: the perceived usefulness, the perceived ease of use, and confidence, positively correlated with the intension to use. Moreover, the results also found that the intension to use was positively correlated with the real use while confidence was negatively correlated with the real use. This is in line with the interview with the revenue department representatives who found that most retailers fear that the transfer of money through accounts will be a way to investigate tax evasion and lead to the arrest of the revenue department. As for the comparative study of the different demographic factors on mobile banking acceptance, it is found that different ages and studies affect the perceived benefits. The ease of use and the actual implementation is different but the type and location of the business does not affect the acceptance of mobile banking. The policy planning should give priority to understanding retailers based on age and education, especially those aged 50 and older and education below junior high school level in order to create confidence in the use of the application that is beneficial to the business and is not associated with legal proceedings against tax evaders or outside the tax system of the revenue department.