FACTORS OF TECHNOLOGY ACCEPTANCE AND ELECTRONIC WORD-OF-MOUTH INFLUENCING THE USE OF YOUTRIP CARDS AMONG KASIKORNBANK CUSTOMERS

Abstract

This research is a quantitative study aimed at examining the factors of technology acceptance, electronic word-of-mouth (e-WOM), and the factors affecting the usage of YouTrip (Prepaid Multi-Currency Card) services among Kasikornbank customers. Data was collected from a sample of 400 people and analyzed using multiple regression analysis to test the hypotheses. The research findings revealed that users of YouTrip have the highest level of agreement on technology acceptance factors, both overall and in every aspect ( = 4.61), with the highest agreement on the attitude toward security ( = 4.72). Regarding e-WOM factors, users also had the highest level of agreement overall and in every aspect ( = 4.48), with the highest agreement on perceived quality ( = 4.53). As for the factors affecting the usage of YouTrip, customers' decision to use the service is based on various attributes, with the highest level of agreement ( = 4.84). Multiple regression analysis showed that technology acceptance and e-WOM factors positively influenced the decision to use YouTrip services at a significance level of 0.50, with attitude toward security and perceived quality having the greatest influence. The results of this study can be used to develop marketing strategies aimed at building customer confidence and increasing usage rates in the target market sustainably.