การวิเคราะห์การยอมรับการใช้บริการธนาคารดิจิทัลโดยใช้ทฤษฎีการแพร่กระจายนวัตกรรม
Keywords:
การเเพร่กระจายนวัตกรรม, การรับรู้ความเสี่ยง, ความไว้วางใจ, ความตั้งใจเชิงพฤติกรรมในการใช้ธนาคารดิจิทัลAbstract
การวิจัยเรื่องนี้มีวัตถุประสงค์เพื่อวิเคราะห์การยอมรับการใช้บริการธนาคารดิจิทัล (Digital Banking) ที่เหมาะสมในประเทศไทย โดยใช้ปัจจัยจากทฤษฎีการแพร่กระจายนวัตกรรม และใช้ตัวแปรการรับรู้ความเสี่ยงและความไว้วางใจเป็นตัวแปรส่งผ่าน ซึ่งใช้แบบสอบถามออนไลน์ในการเก็บรวบรวมจากคนไทยที่มีบัญชีเงินฝากออมทรัพย์กับธนาคารพาณิชย์ในประเทศไทย และทำการลงทะเบียนเพื่อขอใช้บริการธนาคารดิจิทัลและมีประสบการณ์การใช้บริการธนาคารดิจิทัล จำนวน 223 คน ผลการวิเคราะห์ด้วยแบบจำลองสมการเชิงโครงสร้างพบว่าการแพร่กระจายนวัตกรรมไม่มีผลต่อการรับรู้ความเสี่ยงในการใช้บริการธนาคารดิจิทัลทั้งทางตรงและทางอ้อมแต่อย่างไรก็ตามการแพร่กระจายนวัตกรรมมีอิทธิพลทางตรงต่อความไว้วางใจ และมีอิทธิพลทางอ้อมต่อความตั้งใจเชิงพฤติกรรมบริการธนาคารดิจิทัล โดยมีตัวแปรความไว้วางใจเป็นตัวแปรส่งผ่าน อีกทั้งความไว้วางใจมีอิทธิพลทางตรงอย่างมีนัยสำคัญต่อความตั้งใจเชิงพฤติกรรมบริการธนาคารดิจิทัล จากการวิจัยครั้งนี้ได้ข้อค้นพบที่สำคัญว่า การแพร่กระจายนวัตกรรมเป็นปัจจัยที่สำคัญในการพัฒนาการยอมรับการใช้บริการธนาคารดิจิทัลการแพร่กระจายนวัตกรรมยังช่วยเพิ่มความไว้วางใจในการใช้บริการ ซึ่งส่งผลต่อไปยังความตั้งใจเชิงพฤติกรรมบริการธนาคารดิจิทัล ทั้งนี้ผลลัพธ์จากงานวิจัยสามารถใช้เป็นตัวแบบสำหรับผู้บริหารในการกำหนดนโยบายหรือแผนกลยุทธ์เพื่อให้เกิดข้อได้เปรียบทางการแข่งขัน และการพัฒนาระบบธนาคารดิจิทัลที่มีประสิทธิภาพซึ่งสอดคล้องตรงกับความต้องการของผู้ใช้ในชีวิตประจำวัน
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McKnight, D.H., Choudhury, V. & Kacmar, C. (2002). The impact of initial consumer trust
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Poon, W-C. (2008). Users’ adoption of e-banking services: the Malaysian perspective. Journal of
Business and Industrial Marketing, 23(1), 59-69.
Rogers, E. (2003). Diffusion of Innovations, New York, Free Press.
Shi, Y. & Fang, K. (2006). Effects of network quality attributes on customer adoption
intentions of internet banking. Total Quality Management, 17(1), 61-77.
Stone, R. N. & Gronhaug, K. (1993). Perceived Risk: Further Considerations for the Marketing
Discipline. European Journal of Marketing, 27(3), 39-50.
Tabachnick, B. G. & Fidell, L. S. (2007). Using Multivariate Statistics. Boston: Pearson/Allyn & Bacon,
5.
Tan, M. & Teo, T.S.H. (2000). Factors influencing the adoption of Internet banking. Journal of the
Association for Information Systems, 1, 1–42.
Teo, T.S.H., Srivastava, S.C., & Jiang, L. (2008). Trust and electronic government success: an empirical
study. Journal of Management Information Systems, 25, 99–132.
Rotchanakitumnuai, S. & Speece, M. (2009). Modeling electronic service acceptance of an e-
securities trading of Business Administration. Journal of Industrial Management and Data
Systems, 26(99), 65-76.
Xue, M., Hitt, L. M., & Chen, P. Y. (2011). Determinants and outcomes of internet banking
adoption. Management Science, 57(2), 291-307.
Yaghoubi, N.M. & Bahmani, E. (2011). Behavioral approach to policy making of the internet banking
industry: The evaluation of factors influenced on the customers’ adoption of internet banking services. African Journal of Business Management, 5(16), 6785-6792.
Zhao, L.A., Lewis, K.N., Lloyd, H.S. & Ward, P. (2010). Adoption of internet banking service in China: is
it all about trust. International Journal of Information Management, 28, 7-26.
Englewood Cliffs, N J, Prentice-Hall.
Al-Somali, S.A., Gholami, R. and Clegg, B. (2009). An Investigation into the Acceptance of
Online Banking in Saudi Arabia. Technovation 29, 130-141.
Assael, H. (1981). Consumer Behavior and Marketing Action. New York, Kent.
Black, N. J., A. Lockett, C. Ennew, H. Winklhofer, & S. McKechnie. (2002). Modelling consumer
choice of distribution channels: an illustration from financial services. International
Journal of Bank Marketing, 20 (4), 161-173.
Burnette, J.L., & Williams, L.J. (2005). Structural equation modeling (SEM): An introduction to
basic techniques and advanced issues. Research in Organizations: Foundations and
Methods of Inquiry, San Francisco, CA: Berrett-Koehler, 143-160.
Byrne, B.M. (1998). Structural Equation Modeling with LISREL, PRELIS and SIMPLIS. Basic
Concepts, Applications and Programming. Mahwah, New Jersey.
Cheung, W., M. K. Chang, & V. S. Lai. (2000). Prediction of internet and world wide web usage at
work: a test of an extended Triandis model, Decision Support Systems, 30(1), 83-100.
Couto, J.P., Tiago, T. & Tiago, F. (2013). An analysis of Internet Banking in Portugal: the
antecedents of mobile banking adoption. International Journal of Advanced Computer Science and Applications 4(11), 117-123.
Curran, P.J., West, S.G., & Finch, G.F. (1996). The robustness of test statistics to nonnormality
and specification error in confirmatory factor analysis. Psychological Methods (1),
16-29.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of
Information Technology. MIS Quarterly 13 (3), 319-339.
Entrust. (2014). Entrust Pishing Attack (Online) https://www.entrust.com/financial-institutions/,
April 19, 2014
Featherman, M. & Pavlou, P.A. (2003). Predicting e-services adoption: A perceived risk facets
perspective. International Journal of Human-Computer Studies 59(4), 451–474.
Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2010). Multivariate Data Analysis: A
Global Perspectives, 7th ed. Pearson Prentice Hall, New York.
Hoffman, D.L. & Novak ,T.P. (1996). Marketing in hypermedia computer-mediated
environments: conceptual foundations. Journal of Marketing 60, 50-68.
Hoyer, W. T. & MacInnis, D. (1997). The Effect of Online Service Quality toward
Perceived Risk, Customer Attitudes, Relationship Quality, Online Purchase
Intention, E-Loyalty, and Purchasing Behavior. Consumer Behavior Houghton
Mifflin, Boston MA.
Kuisma, T., Laukkanen, T. & Hiltunen, M. (2007). Mapping the reasons for resistance to
internet banking: a eans-end approach. International Journal of Information
Management 27 (2), 75-85.
Littler, D. & Melanthiou, D. (2006). Consumer perceptions of risk and uncertainty and the
implications for behaviour towards innovative retail services: the case of internet
banking. Journal of Retailing and Consumer Services 13 (6), 431-443.
Lim, N. (2003). Consumer perceived risk: Sources versus consequences. Electronic
Consumer Research and Applications 2, 216-28.
Liu, C. & Arnett, K. P. (2000). Exploring Factors Associated with Web Site Success in the
Context of Electronic Commerce. Information and Management 38 (2), 23-33.
Martins, C., Oliveira, T. & Popovic, A. (2014). Understanding the Internet banking
adoption: A unified theory of acceptance and use of technology and perceived
risk application. International Journal of Information Management, 34, 1–13.
McKnight, D.H., Choudhury, V. & Kacmar, C. (2002). The impact of initial consumer trust
intentions to transact with a Web site: A trust building model. Journal of Strategic
Information Systems, 11(3–4), 297–323.
Mitchell, V.W. & Boustani, P. (1994). A Preliminary Investigation into Pre‐ and Post‐Purchase Risk
Perception and Reduction. European Journal of Marketing, 28(1), 56–71.
Mohsin, H. M. & Rivers, P. (2011). Are domestic banks' pass through higher than foreign banks.
Empirical evidence from Pakistan.Forthcoming in. International Journal of Economics and Finance, 3(6), 1-12.
Montazemi, A. R. & Qahri-Saremi, H. (2015). Factors affecting adoption of online banking: A meta-
analytic structural equation modeling study. Information & Management, 52(2), 210–226.
Moore, G. C. & I. Benbasat, Development of an instrument to measure the perceptions of adopting
an information technology innovation, Information Systems Research, (Vol. 2, No. 3), 192-222, 1991.
Mukherjee, A., Nath, P. & Pal, M. (2003). Resource, Service Quality and Performance Triad: A
Framework for measuring Efficiency of Banking Services. Journal of the Operationa
lResearch Society, 54(7), 723-735.
Nasri, W. & Charfeddine, L. (2012). Factors affecting the adoption of internet banking in Tunisia: An
integration theory of acceptance model and theory of planned behavior. Journal of High
Technology Management Research, 23, 1-14.
Nunnally, J. C. (1978). Psychometric Theory (2nd ed.). New York, NY: McGraw-Hill.
Poon, W-C. (2008). Users’ adoption of e-banking services: the Malaysian perspective. Journal of
Business and Industrial Marketing, 23(1), 59-69.
Rogers, E. (2003). Diffusion of Innovations, New York, Free Press.
Shi, Y. & Fang, K. (2006). Effects of network quality attributes on customer adoption
intentions of internet banking. Total Quality Management, 17(1), 61-77.
Stone, R. N. & Gronhaug, K. (1993). Perceived Risk: Further Considerations for the Marketing
Discipline. European Journal of Marketing, 27(3), 39-50.
Tabachnick, B. G. & Fidell, L. S. (2007). Using Multivariate Statistics. Boston: Pearson/Allyn & Bacon,
5.
Tan, M. & Teo, T.S.H. (2000). Factors influencing the adoption of Internet banking. Journal of the
Association for Information Systems, 1, 1–42.
Teo, T.S.H., Srivastava, S.C., & Jiang, L. (2008). Trust and electronic government success: an empirical
study. Journal of Management Information Systems, 25, 99–132.
Rotchanakitumnuai, S. & Speece, M. (2009). Modeling electronic service acceptance of an e-
securities trading of Business Administration. Journal of Industrial Management and Data
Systems, 26(99), 65-76.
Xue, M., Hitt, L. M., & Chen, P. Y. (2011). Determinants and outcomes of internet banking
adoption. Management Science, 57(2), 291-307.
Yaghoubi, N.M. & Bahmani, E. (2011). Behavioral approach to policy making of the internet banking
industry: The evaluation of factors influenced on the customers’ adoption of internet banking services. African Journal of Business Management, 5(16), 6785-6792.
Zhao, L.A., Lewis, K.N., Lloyd, H.S. & Ward, P. (2010). Adoption of internet banking service in China: is
it all about trust. International Journal of Information Management, 28, 7-26.
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Published
2018-07-31
How to Cite
นมะหุต ก. เ. (2018). การวิเคราะห์การยอมรับการใช้บริการธนาคารดิจิทัลโดยใช้ทฤษฎีการแพร่กระจายนวัตกรรม. The Periodical of Behavioral Science, 24(2), 43–64. Retrieved from https://so06.tci-thaijo.org/index.php/BSRI/article/view/119572
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