Global Conference on Business and Social Sciences Proceeding | VOL. 13
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The influences of Experienced Life Events (Project from governmental) Focused on Anxiety and Perceived Risk toward the Continuance Intention to Use Online Banking of customers

Publication Date Jun 16, 2022

Abstract

At present, market researchers realize importance of experienced life events affecting consumers' behavior. The experienced life events are influenced by things around each consumer leading to different behavior (Elder, 1998 ;Moschis, 2007), which can positively and negatively affect experience life events (Drake, Sheffield, & Shingler, 2011). However, essential experienced life events may play a role in consumers' behavior leading to the increasing number of online banking service users in Thailand. Positive life events may play a crucial role in the consumers' behavior to increasingly use online banking services such as projects of the government (Half-half Co-payment Scheme). There were 23.94 million users with total spending of 62,966.6 million Baht. 33.2 million. For Wewin Project (Roa Chana), 33.2 persons were eligible, and total spending was 266,612 million (Bangkok Biz, 2022). However, Thailand just started developing to be a cashless society with swift good change. Online banking service is an innovative financial technology that changes ways of living and behaviors of consumers to access banks more quickly and conveniently. However, according to the previous studies regarding consumers' behavior, a number of people found the online banking service impractical, and the key obstacle was that the consumers were anxious and scared, and perceived risks and unsafety that may happen from such kind of service (Plainbangyang, Siriwat, 2018 ;Panyalimpanun, Thitipol, 2017) Perceived risks and anxiety are contrary to curre...

Concepts
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Online Banking Service
Experienced Life Events
Online Banking
Innovative Financial Technology
Life Events
Bank Of Thailand
Positive Life Events
Cashless Society
Kind Of Service
Experienced Events

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