Title: Factors encouraging the internet banking adoption in Thailand

Authors: Montana Intana; Chuvej Chansa-ngavej; Chuleeporn Changchit

Addresses: Shinawatra University, 197 Viphavadi-Rangsit Rd., Samsen Nai, Phayathai, Bangkok 10400, Thailand ' Suvarnabhumi Institute of Technology (SVIT), 55/55 Soi Sammitr, Namdang-Bang Phli Road, Bang Phli, Samut Prakan 10540, Thailand ' Texas A&M University – Corpus Christi, Faculty Center, Unit 5808, 6300 Ocean Dr., Corpus Christi, TX 78412 USA

Abstract: Although the number of internet banking users has grown rapidly in recent years, not all customers are ready to accept these banking services. It remains a challenge for the banks to figure out how to attract more customers to adopt the use of banking services via an internet channel. This study aims at examining the factors that impact the acceptance of the use of internet banking in Thailand. A total of 697 subjects participated in this study. Data were collected via both interview and survey. The findings suggest factors that banks should consider when implementing internet services, thus allowing them to design an internet service that meets the needs of their customers.

Keywords: e-finance; electronic finance; technology acceptance model; TAM; theory of reasoned action; trust; security; privacy; perceived trustworthiness; social factors; normative beliefs; voluntariness; internet banking; Thailand; online banking; e-banking; electronic banking; web services.

DOI: 10.1504/IJEF.2013.058602

International Journal of Electronic Finance, 2013 Vol.7 No.3/4, pp.196 - 212

Published online: 09 Jan 2014 *

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