การใช้และความพึงพอใจบริการสื่อออนไลน์ เพื่อทำธุรกรรมทางการเงินของผู้ใช้บริการ ในเขตอำเภอเมืองเชียงราย จังหวัดเชียงราย

Abstract

The purposes of this study aimed to explore the user’s behaviors, satisfactions, and guidelines for the process of e-banking services in Muang Chiangrai district, Chiangrai Province, as well as to investigate the users’ satisfactions toward their e-banking services in Muang Chiangrai District, Chiangrai Province compared with their gender, age, educational backgrounds, and monthly income. For data collection, a questionnaire was conducted with four-hundred people dwelling in Muang Chiangrai District, Chiangrai Province. The data were statistically analyzed through using frequency distribution, percentage, mean, standard deviation, t-test, and F-test. The findings of the study were as follows: In terms of their personal backgrounds, it was stated that most female informants with their age of 31-40 earned a bachelor’s degree, as well as their monthly income of 10,001 – 20,000 baht, working for private companies. In terms of their behaviors on e-banking services, it was stated that less than two times per a month, from 08.21 a.m. – 12.00 p.m., were not only spent for their e-banking services via smartphones, but also their money transaction was mostly preferred for their convenient purposes. On the other hand, the users’ satisfactions towards their e-banking services in Muang Chiangrai district, Chiangrai Province were all rated at a higher level in terms of their location and sales distribution, followed by their products and services, and their prices. According to the users’ satisfactions towards their e-banking services in Muang Chiangrai District, Chiangrai Province compared with their gender, it revealed that the female users’ satisfactions, in terms of their products and services, compared with their gender remained not significant different at 0.05; otherwise, their satisfactions towards their e-banking services compared with age, educational backgrounds, and monthly income remained indifferent. In terms of their problems in e-banking services, it was stated that the unwell-organized information-processing system was mostly observed, followed by its complicated e-banking functions, as well as unreasonable e-banking service fees. Also, three major detailed guidelines for their e-banking services in Muang Chiangrai District, Chiangrai Province were suggested that the provisions for the enhancement of the users’ better understandings of their 24-hour e-banking transaction procedures, as well as their easy-to-use e-banking service system, and techniques for the banks’ well-systematized networking websites be all needed.