Factors Influencing Customer Intention to Use Cardless ATM Services: A Study of Government Savings Bank Customers

Abstract

This study aimed to examine the factors influencing customers’ intention to use cardless ATM services of the Government Savings Bank (GSB) in the Bangkok Metropolitan Area. Specifically, the study investigated the relationships between perceived usefulness (PU), perceived ease of use (PEOU), trust, and behavioral intention to use cardless ATM services, based on the Technology Acceptance Model (TAM) integrated with the trust construct. A quantitative research design employing a survey method was adopted. The research instrument used for data collection was an online questionnaire, and the data were collected from Government Savings Bank customers in the Bangkok Metropolitan Area through an online system. Data were collected through an online questionnaire from 385 GSB customers who had prior experience using cardless ATM services. The sample size was determined using Cochran’s formula at a 95% confidence level. The collected data were analyzed using descriptive statistics and multiple regression analysis. The findings revealed that perceived usefulness, perceived ease of use, and trust had significant positive effects on customers’ intention to use cardless ATM services. The model explained 43.2% of the variance in customers’ intention to use the service (R² = 0.432). Among the three factors, perceived ease of use exerted the strongest influence, followed by perceived usefulness and trust. The results suggest that in the context of a state-owned bank serving diverse customer segments, including elderly and low-income groups, simplicity of system design plays a foundational role in technology adoption. The study contributes to the literature by extending TAM within the context of a public financial institution and provides practical implications for enhancing digital financial service adoption through user-friendly design, clear value communication, and strengthened institutional trust.