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|Title:||FACTORS AFFECTING CUSTOMERS’ BEHAVIORAL INTENTION TO CONTINUE ADOPTING MOBILE BANKING IN PHNOM PENH, CAMBODIA|
FACTORS AFFECTING CUSTOMERS’ BEHAVIORAL INTENTION TO CONTINUE ADOPTING MOBILE BANKING IN PHNOM PENH, CAMBODIA
Burapha University. Graduate School of Commerce
|Keywords:||CUSTOMERS' BEHAVIORAL INTENTION|
MOBILE BANKING ADOPTION
PERCEIVED EASE OF USE
|Abstract:||Cambodia as one of the developing countries in Southeast Asia region is having a potential in improving the country’s well-being through service sector, especially related to the technology involvement. There is a remarkable increase in the level of internet usage among Cambodian people, particularly those who live in Phnom Penh, the capital city with modern technology. Due to the fact that the living standard reaches certain state, people are seeking for better ways of dealing with their life transaction, and of course electronic payment is one of those consideration according to the increase in purchasing power parity. The growth of technology trend together with customer demand encourage an opportunity to further study on factors influencing customers’ behavioral intention to continue adopting mobile banking service in Phnom Penh, Cambodia.
This research study places main objectives on observing the level of customers’ behavioral intention in mobile banking adoption and the factors contribute to their decision making on the service. There are four factors being studied in this context including Perceived Ease of Use, Perceived Usefulness, Perceived Trust, and Perceived Risk. Quantitative method has been applied using online survey. The survey collected 385 respondents who have experienced mobile banking service. Data analysis are described as forms of descriptive and inferential statistics. Simple linear regression and multiple linear regression are run to find the relationship among the variables. The results confirm that the level of mobile banking adoption is high. The findings from simple regression claimed that perceived usefulness contributes the most significant effect, following by perceived ease of use and perceived trust, while perceived risk has the least significant effect in a negative way to the mobile banking adoption. However, the finding from multiple regression suggested differently that perceived ease of use, perceived usefulness, perceived trust have a significant effect on mobile banking adoption, except perceived risk.|
|Description:||Master Degree of Business Administration (International Program) (M.B.A.)|
บริหารธุรกิจมหาบัณฑิต (หลักสูตรนานาชาติ) (บธ.ม.)
|Appears in Collections:||Faculty of Graduate School of Commerce|
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