ACKNOWLEDGEMENTS I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Objectives and Contributions. 11
1.3 Research Gap. 12
1.3.1 Research Gap I Perceived Risk. 12
1.3.2 Research Gap II Promotion Attractiveness. 13
1.4 Research Project and Scope of Study. 14
1.5 Research Procedure. 15
1.6 Research Structure. 16
CHAPTER TWO LITERATURE REVIEW 17
2.1 Theoretical Background: Technology Acceptance Model. 17
2.2 Definitions of Internet Banking. 23
2.3 Definition of Independent Variables. 25
2.3.1 Perceived Risk (PR) 25
2.3.2 Promotion Attractiveness (PA). 27
2.3.3 Perceived Ease of Use (PEOU). 30
2.3.4 Perceived Usefulness (PU). 31
2.4 Definition of Dependent Variable – Adoption to Actual Use. 33
2.5 The Relationships of the Research Constructs and Hypotheses. 35
2.5.1 Interrelationship Between Perceived Risk and Attitude Toward Use. 35
2.5.2 Interrelationship Between Promotion Attractiveness and Attitude Toward Use. 35
2.5.3 Interrelationship Between Perceived Ease of Use and Perceived Usefulness. 37
2.5.4 Interrelationship Between Perceived Ease of Use and Attitude Toward Use Internet Banking. 38
2.5.5 Interrelationship Between Perceived Usefulness and Attitude Toward Use Internet Banking. 39
2.5.6 Interrelationship Between Attitude toward Use and Adoption to Use. 41
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 43
3.1 The Conceptual Model. 43
3.2 Construct Measurement. 44
3.2.1 Perceived Risk (PR). 44
3.2.2 Promotion Attractiveness (PA). 45
3.2.3 Perceived Usefulness (PU). 46
3.2.4 Perceived Ease of Use (PEOU). 46
3.2.5 Attitude Toward Using (ATT). 47
3.2.6 Actual Use (AU). 47
3.3 Hypotheses to be Tested. 48
3.4 Questionnaire Design. 49
3.5 Sampling Plan and Data Collection. 50
3.6 Data Analysis Procedure. 51
CHAPTER FOUR RESEARCH RESULTS 54
4.1 Descriptive Analysis. 54
4.1.1 Sample and Data Collection Procedures. 54
4.1.2 Characteristics of Respondents. 55
4.2 Measurement Results for Relevant Research Variables. 57
4.3 Exploratory Factor Analysis (EFA) and Reliability. 62
4.3.1 Perceived Risk. 64
4.3.2 Promotion Attractiveness. 64
4.3.3 Perceived Ease of Use. 65
4.3.4 Perceived Usefulness. 66
4.3.5 Attitude Toward Use. 66
4.3.6 Actual Use. 66
4.4 Structural Equation Model (SEM). 67
4.4.1 Confirmatory Factor Analysis (CFA) 67
4.4.2 Structural Equation Model (SEM) Analysis. 71
4.5 Demographic Factors Analysis. 77
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 79
5.1 Research Result and Conclusion. 79
5.2 Implications. 82
5.2.1 Implications for Academic Researcher. 82
5.2.2 Implications in Practice. 82
5.3 Research Limitation. 86
5.3.1 Sampling Errors. 86
5.3.2 Questionnaire Development. 87
5.4 Suggestions for Further Research. 87
REFERENCES 90
APPENDICES 100
Appendix A: Questionnaire for experiment English version 100
Appendix B: Questionnaire for experiment Thai version 107
Appendix C: The supplementary result from the questionnaire. 114
Appendix D: Additional demographic factors by t-test and ANOVA. 115
Appendix E: Examples of promotion on Thailand internet banking website 120
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