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The objectives of this research were: 1) to ascertain the position of mobile financial service application users toward personal data protection guidelines set in accordance with the Personal Data Protection Act B.E. 2562 (2019), ISO/IEC 29100, and ISO/IEC 27701; 2) to investigate the association between users’ characteristics and their attitudes as it pertains to privacy protection techniques used by mobile financial service applications; 3) to examine the relationship between users’ attitudes regarding personal data protection mechanisms in mobile financial service applications and applicable privacy and information security standards; 4) to determine the relationship between information security and applications’ privacy guidelines and users’ trust; and 5) to explore the relationship between users’ attitudes toward personal data protection mechanisms in mobile financial service applications and their trust in such applications; and (6) to develop a model relating to personal data protection measures in mobile financial service applications, users’ characteristics, information security, as well as applications’ privacy and users’ trust. The study approach was quantitative in nature and utilized Thailand's Data Protection Act B.E. 2562 (2019), ISO/IEC 29100, and ISO/IEC 27701 as a framework for the purposes of its investigation. Questionnaires served as a research tool for data collection from 384 application users. The response rate was 100%. Descriptive statistics (percentage, mean, and standard deviation) and multiple linear regression analysis were employed to analyze the data. In terms of the test of hypothesis, it was discovered that users’ characteristics had an effect on their perceptions regarding personal data security procedures used by mobile financial service applications (R2=0.05 - 0.31). This has led to the formulation of 33 influence equations. The study also revealed that users’ attitudes regarding personal data protection systems impacted their attitudes toward applications’ information security and privacy (R2 values ranging from 0.08 to 0.31), resulting in eight impact equations. Users’ attitudes concerning application data security and privacy also affected their trust (R2 values ranging from 0.17 to 0.36), resulting in eight influence equations. Finally, users’ positions on personal data protection procedures used by mobile financial service applications affected their trust (R2 values ranging from 0.25 to 0.29), resulting in four influence equations
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บทความทุกเรื่องที่ลงตีพิมพ์จะได้รับการตรวจอ่านโดยผู้ทรงคุณวุฒิ ความคิดเห็นและบทความที่ปรากฏในวารสารนี้ เป็นของผู้เขียนซึ่งมิใช่เป็นความคิดเห็นของคณะผู้จัดทำ และมิใช่ความรับผิดชอบของสมาคมห้องสมุดแห่งประเทศไทยฯ การนำบทความในวารสารนี้ไปตีพิมพ์ซ้ำต้องได้รับอนุญาตจากคณะผู้จัดทำ
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