FACTORS AFFECTING CONSUMER CONFIDENCE IN MOBILE BANKING APPLICATION IN LOPBURI AREA

Abstract

The studying factors affecting confidence in using financial services via mobile banking application of users in Lopburi. The purpose were to study the behavior of using financial services via mobile banking application together with study on the relationship of marketing mix (4P's) and demographic factors affecting the confidence in using financial services via mobile banking application. This study is quantitative research and population is consumers who have used financial services through the bank's mobile banking application in Thailand and living in Lopburi. The survey was conducted through questionnaires. A total of 418 questionnaires were received.

The research found that most of the samples used financial services through Kasikorn’s bank. Most of them use the service more than 5 times a month. The first reason to decide to use financial services through mobile banking application is convenience because transactions can be made anywhere, anytime. More than half of the sample used financial services via mobile banking application for transfer money between accounts and found that factors influencing confidence in using financial services through mobile banking application include 4 factors sort by descending order. Product factor, Service channel factor, Price factor and marketing promotion factors. In the test of hypothesis about the demographic characteristics found that different age and income levels are affects confidence in using services different. Population over 31 years old. There is more confidence in using financial services through Mobile Banking Application than other groups and those with income below 20,000 baht per month are not very income earners may be concerned about the security of financial transactions via mobile banking application. Therefore, there is less confidence than other groups. It was found that sex, education and occupation were different and there is no affect on confidence in using financial services through mobile banking application.