An Analysis of innovative models suitable for behavior intention to use Internet banking for seniors

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กนการญจน์ เสน่ห์ นมะหุต

Abstract

The purpose of this research is to analyze the appropriate Internet banking for seniors by using diffusion of innovation theory and trust as mediator variables. Online questionnaires were collected from 213 Thai seniors’ people who had saving accounts with commercial banks in Thailand. The results of the Structural Equation Modeling (SEM) analysis indicated that diffusion of innovation does have a direct influence on trust and indirect influence on behavioral intention to use Internet banking. The results of this research significantly found that diffusion of innovation is a major factor in developing the Internet banking. It also increases trust in the service, which in turn affects the behavioral intention to use Internet banking services for seniors. Furthermore, the results of this research can be used as a model for executives in formulating relevant policies and strategies to achieve competitive advantages; and developing an efficient Internet banking system for seniors that is in accordance with the needs of seniors in everyday life.

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Research Article

References

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