Online Banking Usage Behavior and Marketing Factors Influencing Online Banking Service Usage Among Undergraduate Students at Chiang Mai University

Abstract

This study aims to examine the online banking usage behavior and the relationship between personal factors influencing the online banking usage behavior of undergraduate students at Chiang Mai University. Data were collected using an online questionnaire from a sample group of 395 participants, selected through stratified random sampling.

     The study results reveal that the majority of the respondents are female, fourth-year students in the fields of humanities and social sciences, with an average monthly income below 10,000 baht, and residing in off-campus dormitories. In terms of usage behavior, most respondents use Siam Commercial Bank, with the peak usage time between 12:00-18:00. The average transaction amount per session is between 100-500 baht. Regarding marketing factors influencing online banking usage, the distribution channel factor is deemed most important by the respondents, with a mean score of 4.65, followed by product factor with a mean score of 4.57, price factor with a mean score of 4.47, and promotional factor with a mean score of 4.02, respectively.