Relationship between personal factors and consumer's attitudes and behavioral intentions on the uses of K Plus mobile banking service

Abstract

The objective of this research was to study the relationship between personal factors and consumer’s attitude and behavioral intentions on the uses of K Plus mobile banking service. Two hundred and sixty-three Generation Y respondents, aged between 25 and 35 years old who are K Plus mobile banking users for the past six months, and used the service for more than 3 times per month, and living in Bangkok and vicinity were samples of the online survey. The findings revealed that personal factors, that is, performance expectancy, effort expectancy, social influence, facilitating conditions, trust, and perceived risk are important determinants of the uses of K Plus mobile banking service. In addition, these personal factors have positive relationships with consumer’s attitude. Last, the consumer’s attitude also positively related to their behavioral intention on the uses of the K Plus mobile banking service.