การยอมรับนวัตกรรมโมบายแบงค์กิ้งแอพพลิเคชั่น ของกลุ่มผู้สูงอายุ

Abstract

The research is to study the the Innovation Acceptance of Mobile Banking Application of Senior citizen who were willing to use mobile banking application. The representative samples is 40 - 60 years old. The quantitative was applied in this research. The objective of this research is to explored the factors of influencing decision making, motivation, selection, and acceptance of mobile banking applications to develop the marketing plan, marketing strategies and public relations as well as understand the usage habits, financial transactions through online media for the organisations to expand customer base effectively.