Intention to Use Virtual Banking Services in Bangkok and Metropolitan Areas

Abstract

This study aims to (1) examine the levels of perceived usefulness, perceived ease of use, social influence, and knowledge regarding the use of virtual banking services, and (2) investigate the intention to use virtual banking services, including the factors influencing such intention in Bangkok and its metropolitan areas. A quantitative research approach was employed, with data collected through an online questionnaire from 400 respondents using convenience sampling. The participants were Thai individuals aged 18 years and above who had access to technology and resided in Bangkok and its metropolitan area. The data were analyzed using descriptive statistics and multiple regression analysis. The results indicate that the majority of respondents are company employees aged between 34 and 35 years, holding a bachelor’s degree, with an average monthly income of 43,736 baht. The overall mean scores of perceived usefulness, perceived ease of use, social influence, and knowledge and understanding were at a high level. Regarding behavioral intention, respondents demonstrated an average probability of 59.82% to adopt virtual banking services within one year after establishment and expected to use an average of 4.82 financial products. The most preferred products included high-interest savings accounts, credit cards, and mutual funds. The regression results revealed that perceived usefulness and knowledge significantly influence the probability of adopting virtual banking services. Additionally, perceived usefulness, knowledge, and social influence significantly affect the expected number of financial products to be used. However, perceived ease of use, age, income, and education level did not exhibit statistically significant effects on usage intention. The findings suggest that enhancing perceived usefulness, strengthening user knowledge, and leveraging social influence are critical determinants of virtual banking adoption, particularly in the early stage of implementation. Policymakers should emphasize the dissemination of accurate information and the establishment of trust in system security, while service providers should develop customer-centric products and communication strategies that highlight service value and social influence to promote financial inclusion and sustainable digital economic development.