Adoption of Mobile Banking Services: An Empirical Examination between Gen Y and Gen Z in Thailand

Athapol Ruangkanjanases, Suphitcha Wongprasopchai

Abstract


The younger generations in Thailand are more open than ever in adoption of non-traditional banking services. However, the factors influencing Gen Y and Gen Z to adopt mobile banking services might be different. The purpose of this study is to identify the significant factors that affect the adoption of mobile banking application and services, by conducting an empirical investigation on generation comparison, between Gen Y and Gen Z in Thailand. To test the framework, descriptive analysis, correlation analysis, collinearity analysis, and multiple linear regression analysis were applied to the primary data, which consist of 400 survey collected from mobile banking users in Gen Y and Gen Z in Thailand. The results show that compatibility, perceived usefulness, and self-efficacy are significantly and positively affect customer intention to adopt the services in both generations. Interestingly, social influence has significantly affected adoption of mobile banking only in Gen Z.

Keywords


Adoption; Factors, Gen Y; Gen Z; Mobile Banking;

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References


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