ปัจจัยที่มีผลต่อการรับรู้โซเชียลแบงก์กิ้งในประเทศไทย

Abstract

This study aimed to investigate people’s perception towards the social banking and the impact of the social banking on people’s lives. Data were collected from the 801 samples, aged 20 years or above, who used Internet every day for at least 1 hour. The hypothesis was tested using Ordered Logistics Regression (OLR) statistics because the dependent variables were arranged in order based upon the levels of acceptance which were the highest level (3), the moderate level (2), and the lowest level (1). The dependent variables included genders, ages, education levels, occupations, average monthly income, average savings per month, social media tools, and knowledge scores. Among these variables, only the education levels and knowledge scores were significant. If the knowledge scores increased by 1 point, the acceptance of social banking would increase for 0.241. In addition, if there was an increase in the number of people having a bachelor’s degree, the acceptance of social banking would increase for 0.820. The R-Square of Cox and Snell was at .068. Therefore, the business owners should concern about the product designs and created the products that were accessible. This would help attract the attention from the users. In addition, since the education level and the knowledge scores had an influence on the acceptance of the social banking, the business owners should establish the marketing strategies which promoted the use of social banking among the secondary school and vocational school students as well