Journal of Management Information and Decision Sciences (Print ISSN: 1524-7252; Online ISSN: 1532-5806)


A Structural Equation Model of Factors Affecting Financial Technology Acceptance Components of Commercial Banks in Thailand

Author(s): Ong-art Chanprasitchai,

This research aims to study the factors affecting the financial technology acceptance of commercial banks in Thailand based on the conceptual framework of applied research from the technology acceptance model theory and the survey method. 388 cases from people who have used financial technology services of commercial banks in Thailand answered the questionnaire and data was analyzed by using a linear regression model (Regression Model) and Structural Equation Model Analysis: SEM) The results showed that the relationship structure model that the researcher built according to the theory was consistent with the empirical data. The causal structure relationship found that the norm factors of social references (Subjective Norm) and Attitude Toward Technology (ATT) factors positively affects the intention to use financial technology of commercial banks (BI) and positively affects the factor affecting the behavior of Thai commercial banks in using financial technology (Usage Behavior : UB), which had a positive effect on the decision to use the financial technology services of Thai commercial banks (Purchase Decision : PD).

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