THE CAUSAL FACTORS INFLUENCING DECISION TO USE A DIGITAL CURRENCY SERVICE VIA BITKUB APPLICATION WITHIN BANGKOK

Abstract

      The objectives of this research were 1) to study the level of factors customer behaviour,
acceptance of innovation and technology, and the decision to use services, 2) acceptance of
innovation and technology as a linking factor between customer behaviour to decision to use
services. The research employs a quantitative method by using a closed-ended questionnaire for
survey research. Data were collected from 400 persons who decided to use a digital currency
service via Bitkub application within Bangkok under the concept of Cochran et al., (1953) by nonprobability sampling and purposive sampling. The statistics used in the research were frequency,
* ได้รับบทความ: 4 กรกฎาคม 2566; แก้ไขบทความ: 18 พฤศจิกายน 2566; ตอบรับตีพิมพ์: 31 ธันวาคม 2566Journal of Buddhist Education and Research : JBER
ปีที่ 9 ฉบับที่ 4 ตุลาคม-ธันวาคม 2566 [2] Vol.9 No.4 October-December 2023
percentage, mean, standard deviation, and structural equation model (SEM) analysis by using
ADANCO 2.3.
       The results of the research showed that 1) customer behaviour, acceptance of innovation
and technology, and decision to use services were at a high level with an average of 4.49, 4.56, and
4.20 respectively, and standard deviation of .443, .450, and .472 respectively, and 2) the acceptance
of innovation and technology as a linking factor between customer behaviour to decision to use
services. Sorting by the values according to the total influence, customer behavior total effect was
0.704, and the acceptance of innovation and technology that has a combined influence on the
decision to use services total effect was 0.606. It was shown that the factor of customer behaviour
had more influence on the decision to use a digital currency service via the Bitkub application
within Bangkok than the factor of the acceptance of innovation and technology