CAUSAL RELATIONSHIP MODEL OF THEORY ACCEPTANCE PROCESS OF TECHNOLOGY ON USING BEHAVIOR OF KONVY APPLICATION FOR PEOPLE LIVING IN BANGKOK METROPOLITAN REGION

Abstract

The present technology is very convenient for consumers in many areas. The Konvy application is an alternative for consumers to buy cosmetics in new ways by making a list, and select. The objectives of this study were to develop the causal relationship model of theory acceptance process of technology to mobile application using behavior for people living in Bangkok metropolitan region and to validate the concordance of the causal model with empirical data. The sample consisted of 400 people who were selected by convenience sampling of people who have experience using Konvy application tools and lived in Bangkok Metropolitan region. The online 7 rating scales questionnaires contain the query measure gauges for measuring six variables: 1) Performance expectancy for use Konvy application, 2) Effort expectancy for use Konvy application, 3) Social influence for using Konvy application, 4) Facilitating conditions for use Konvy application, 5) Intention for using Konvy application and 6) Using behavior of Konvy Application. Research finding was that the model is consistent with the empirical data, to a great extent. From statistic shows the Chi-square statistics goodness of fit test at 471.53, degrees of freedom = 361, CMIN / df = 1.31, GFI = 0.98, AGFI = 0.95, SRMR = 0.04 and RMSEA = 0.03. The variables of model could explain the variability of mobile application using behavior. The results of this research can be used to guide further developments and optimization of technology on mobile application solutions for corporate in the future.