FACTORS AFFECTING THE INTENTION TO USE SOCIAL BANKING: A CASE OF LINE BK OF GENERATION Y CONSUMERS
Keywords:
Social Banking, Intention to use, UTAUT ModelAbstract
Due to the new era of consumer behavior. As a result, financial technology was created to meet the growing demands and conveniences of people. It will serve as a guide to study the needs and behavior of consumers who choose to use technology. Therefore, the purpose of this study is to investigate the factors that influence the unified theory of technology acceptance and usage, individual determinant and technological determinant that affect the intention to use social banking using LINE BK of Generation Y consumers as an example. For this purpose, a questionnaire was completed to collect data from a sample group of individuals aged between 21 and 37 years old with a total of 378 participants. A purposive sampling method was used as the researchers targeted Generation Y individuals who had knowledge of LINE BK's social banking services. The results of the research showed statistically significant factors influencing the intention to use social banking: A case of LINE BK. These factors include performance expectancy, social influence, facilitating conditions, customer awareness, personal innovativeness, system quality, and privacy and security, all significant at the .05 level. On the other hand, factors such as perceived effort expectation had no significant influence on the intention to use the technology-based services of the LINE BK app, with statistical significance also at the .05 level of significance.
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