ภาพลักษณ์ขององค์การและคุณภาพของโปรแกรมประยุกต์ ที่มีผลต่อความตั้งใจใช้งานโมบายแบงก์กิ้งอย่างต่อเนื่อง

Authors

  • นายเตชะพิทย์ ผลาวงศ์
  • ผู้ช่วยศาสตราจารย์มฑุปายาส ทองมาก

Keywords:

Mobile Banking, Corporate Image, System Quality, Continuance Usage Intention

Abstract

This research studied factors influencing continuance intention to use mobile
banking, based on the IS Success model, consisting of system quality, information quality,
service quality and satisfaction. Additional factors such as corporate image, security and
customer loyalty were included. Respondents were two hundred people who used
mobile banking or people who had ever used m-banking, but currently do not use mobile
banking. Data were collected using online questionnaires. Results showed that the
continuance intention is affected by satisfaction, which is influenced by corporate image,
information quality and security. This study provides suggestions for entrepreneurs,
banking managers and m-banking developers to understand and realize the important
factors which should be applied to improve m-banking for customers’ usage continuance.

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Published

2017-09-01

How to Cite

ผลาวงศ์ น., & ทองมาก ผ. (2017). ภาพลักษณ์ขององค์การและคุณภาพของโปรแกรมประยุกต์ ที่มีผลต่อความตั้งใจใช้งานโมบายแบงก์กิ้งอย่างต่อเนื่อง. Journal of Multidisciplinary in Social Sciences, 13(3), 97–116. Retrieved from https://so03.tci-thaijo.org/index.php/sduhs/article/view/186635