Social Banking in Thailand

Abstract

The study of social banking in Thailand was study data from population aged 20 years or above and must be people who use the internet every day for at least 1 hour a day. The population of this research is 801 people. This study tested the hypothesis by using Ordered Logistics Regression (OLR)statistics because the following variables are arranged in order of the highest level of acceptance (3), moderate acceptance level (2) and low acceptance level (1). There are gender, age, education level, occupation, average monthly income, average savings per month, the most social media tools and knowledge score are an independent variable and found only 2 significant levels of variables which are education level and knowledge score (SCORE). If only 1 knowledge points were added, the acceptance would increase to 0.241 units was explain the education level that having a higher education than a bachelor degree does not have a significant level but the rise from high school to undergraduate education will increase acceptance by 0.820 units. There is Cox & Snell R-Square value and concludes that the variable can be described as 6.8% Therefore, designing products to be suitable for users both in terms of convenience and easy access. It is a matter that business owners or businesses concerned should give importance to public relations and provide correct knowledge. Which will result in increasing interest in social banking. The study found that Education levels and knowledge points are important for using social banking. Marketing strategy planning should therefore reach secondary or vocational groups nationwide as well.