FACTORS INFLUENCING THE USE OF MOBILE BANKING SERVICES BY COMMERCIAL BANKS IN BANGKOK METROPOLIS AND VICINITY

Abstract

This research aims to study consumer behavior and analyze factors influencing the use of mobile banking services by commercial banks in Bangkok Metropolitan Region and Vicinity. Quantitative research methodology was employed by surveying 400 mobile banking users aged 18 years and above. The logistic regression analysis at 95% confidence interval revealed factors affecting decisions to continue using mobile banking services: civil servants/state enterprise employees were 0.398 times less likely to use the service. Regular information updates increased usage likelihood by 1.968 times. Uncomplicated applications increased usage by 3.261 times. Moreover, convenient transactions increased usage by 2.199 times. The findings suggest that banks should develop systems with simple processes, regular updates, and emphasize transaction convenience.