A CAUSAL RELATIONSHIP MODEL OF ADOPTION AND THE USE OF TECHNOLOGY THAT AFFECT BEHAVIORS FOR THE SHOPPING APPLICATIONS ON SMART PHONES OF THE POPULATION IN BANGKOK AND ITS VICINITY

Abstract

The present technological change has an influence to the human society. The shopping application on the smart phone is another channel as an alternative to facilitate in buying goods in new ways. The objectives of this study were to develop the causal relationship model of the theory acceptance process of technology to behavior of mobile application using for people living in Bangkok metropolitan region and to validate the concordance of the causal model with empirical data. The sample consisted of 386 people who were selected by simple random sampling of people who have experience using application (LAZADA). Tools used to collect data are questionnaires composed of the 7 rating scales. The online questionnaires contain the query measure gauges for measuring six variables: 1. Performance expectancy for using mobile application, 2. Effort expectancy for using mobile application, 3. Social influence for using mobile application, 4. Facilitating conditions for using mobile application, 5. Intention for using mobile application, and 6. Using behaviors of mobile application. Research findings were as follows: the model is consistent with the empirical data, to a great extent. From statistic shows the Chi-square statistics goodness of fit test at 380.96, degrees of freedom = 263, CMIN / DF = 1.44, GFI = 0.93, AGFI = 0.91, SRMR = 0.079 and RMSEA = 0.034. The variable of model could explain the variability of application mobile using behaviors. The results of this research can be used to guide further developments and optimization of technology for online mobile entrepreneurs in the future.