The Analysis Perceived Risk, Experience Life Events and Trust toward Intention to Continuously use Online Banking Services
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Abstract
The objective of this research is to analyze the influences that recognition to risks, trust and life experiences have on consumers ’intention to consistently use online banking services. The samples used in this study are a total number of 1,116. consumers of 5 commercial banks in Surat Thani Province. The research tool is a questionnaire that was used for online data collection. The data was analyzed with Structural Equation Modeling (SEM) technique. The findings from the research show that the recognition to risks has indirect influence on consumers ’intention to consistently use online banking services, through trust. It is also discovered that the recognition to risks has influence on consumers ’intention to consistently use online banking services, when coupled with the influence from the spreading of Covid-19 and impacts from the government measures. The findings also reflected that consumers still recognize the risks, but certain influential events may cause consumers to overlook the risks. The relevant agencies must be aware of this fact and have policies to promote the prevention against risks that may occur to the online bank accounts in the more elevated degree. This research is valuable to consumers because it concerns the security and safety for bank accounts, whereas many other existing research studies have focused on the contexts of financial technologies that rather obsolete. On the contrary, this research focuses on of modern financial technology about online banking.
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