FACTORS INFLUENCING THE DECISION TO USE FINANCIAL SERVICES VIA THE BAAC MOBILE BANKING APPLICATION OF THE BANK FOR AGRICULTURE AND AGRICULTURAL COOPERATIVES IN UDON THANI PROVINCE

Abstract

This research aimed to study the factors affecting the decision to use financial services via the BAAC Mobile application among Bank for Agriculture and Agricultural Cooperatives customers in Udon Thani province. Using a mixed-methods approach, data was collected via questionnaires from a sample of 420 respondents. Data analysis employed percentages, means, standard deviations, Independent-Samples T-test, and One-way ANOVA. The results revealed that the majority of the respondents were female, aged 50 and above, working as farmers, with an average monthly income of 10,001-20,000 THB. The primary purpose of use was fund transfers. Overall factors affecting the decision were at the highest level. Trust and Security had the highest mean, followed by Perceived Ease of Use, Perceived Usefulness, and Social Influence, respectively. Hypothesis testing showed that differences in age, occupation, and education level significantly affected the intention for continuous use at the 0.05 level. Furthermore, differing levels of Trust and Security also significantly affected continuous usage intention (p = 0.041).

Keywords: BAAC Mobile Application, Factors Affecting Decision, Digital Banking, Trust and Security