Attitudes and Confidence toward Financial Transactions in LINE Application
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Abstract
Nowadays, financial technology is rapidly developing. Not only are financial institutions evolving online financial services, but other digital platform providers are also expanding their contributions to include financial services. This study aimed to compare the differences in personal factors regarding financial transaction confidence in the LINE application and investigate the attitudes and confidence toward financial transactions in the LINE application among people in Hatyai city, Songkhla province. Data was collected through questionnaires. The researcher used purposive sampling to collect data from a sample of 385 participants who live in Hatyai, Songkhla, and use the LINE application. The statistics for data analysis were ANOVA and multiple regression at a significance level of 0.05. The findings indicated that differences in age, study level, occupation, monthly income, and frequency of online application usage affected confidence in using financial transactions in the LINE application. Moreover, the attitudes that affected confidence in using financial transactions in the LINE application included attainment, benefit perception, understanding of the application, system efficacy, user risks, and risks in online transactions. This research suggests that application providers and financial service providers can use social media applications to provide financial services. To provide the best financial application service, providers should provide a user manual and focus on application security.
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