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Abstract:
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This independent study aimed to investigate behaviors of middle-aged people in using financial transactions through digital banking system and explore factors affecting the use of financial transactions through digital banking system among the middle-aged people in Chiang Mai province. Questionnaires, as the research tool, were distributed to 400 research population who were the middle-aged people in Chiang Mai province. Data analysis were conducted by statistic packages; while the statistics being used to analyze data obtained included frequency distribution, percentage, mean, and Structural Equation Modeling: SEM. Results of the study were concluded as follows. Result of the study on behaviors of the middle-aged people in using financial transactions through digital banking system indicated that the majority of research population were male in the age of 55-60 years with Bachelor’s degree. Their career was mostly found in a category of government officials/government employees/state-enterprise employees. They earned monthly income at the average amount of 20,000-50,000 Baht and averagely had monthly expenses at the amount of not over than 10,000 Baht. The study presented that they had used financial transactions through digital banking system as operated by Siam Commercial Bank for more than a year. They approximately did the financial transactions through digital banking system at the frequency of 3-4 times during 06.01-12.00 hrs. Person influencing their decision towards performing the financial transactions through digital banking system at the most was the bank officer. Reason of performing the financial transactions through digital banking system was its simple system to be used. Type of transaction that they mostly did through digital banking system was money transfers. Result of the study on the optimum of Structural Equation Modeling: SEM revealed that the model was fit with the empirical data and was able to describe factors affecting the use of financial transactions through digital banking system among the middle-aged people at 66.0%. The result suggested that three significant factors that the financial institute should improve to fit with the customer’s needs were promotion, physical evidence and presentation, and people, factors, respectively.
Key word: Transactions, Financial, Digital Banking System, Middle-Aged People, Chiang Mai Province
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