13 research outputs found
Cultivation of Plants Harnessing an Ontology-Based Expert System and A Wireless Sensor Network
In this research an expert system was developed for taking adequate care of plants through the use of Android smart phones based on ontology for data collection and analysis. A Wireless Sensor Network has been applied to collect and transmit environmental data such as soil moisture, soil pH, and sunlight. The Expert System was developed to control the watering of plants, which consists of three parts: 1) data acquisition: Provided by the Thai Meteorological Department, the data were used according to the rules from the Plant Ontology; 2) watering control system: The self-activating system controls the watering of the plants using the expert system and an automated dispensing mechanism; and 3) decision making process: The Expert System applies the data and suggests a particular way to adequately provide the requirements of each plant, amount of water, and amount and type of fertilizer. The system has the ability to notify users by sending messages to their smart phones in a sufficient and timely way to ensure optimum cultivation activities and efficient and effective plant husbandry
HOME: Hybrid Ontology Mapping Evaluation Tool for Computer Science Curricula
This paper presents a hybrid ontology mapping tool for evaluating the standard of computer science subjects against the Thailand Qualification Framework for Higher Education (HQF: HEd). This can improve the standard of curriculum of universities in Thailand with higher accuracy and enable the decrease of processing time. Three ontologies have been designed: course, TQF: HEd and the standard curriculum of computer science. They were used for comparing course contents by applying a combination of ontology mapping techniques (semantic-based using extended Wu & Palmerâs algorithm and structure-based using SKOS features). Test with the sample data show that the tool based on a hybrid ontology mapping worked sufficiently well and can inform the efforts for curriculum improvement
Augmented Reality Technology Adoption in Tourism Using Structural Equation Model
Purpose: Â Less attention has been given to the barriers that prevent consumers from using augmented reality in tourism (ART). Therefore, this research objective to propose a model that examines a study adopting innovativeness (i.e., service innovation and technology innovation) to use ART as the mediating role of attitude and word of mouth (WOM) in Thailandâs tourism industry.
Â
Theoretical framework: Â To identify individual characteristics that influence the use of augmented reality in tourism (ART), despite the technology's growing popularity in the country. We propose a conceptual model derived from studies on innovativeness, attitude, WOM and intention to use (ART).
Â
Design/Methodology/Approach: A total of 551 responses were considered for research analyses. Both confirmatory and exploratory factor analyses (CFA and EFA) were employed during the preliminary stages of the development of the measurement model. The significant impact that innovativeness has on ART in Thailand was subsequently identified through the use of the structural equation modeling (SEM).
Â
Findings: The findings of this study provide the tourism sector with recommendations for developing facilities that allow tourists to utilize ART. This study also lays the groundwork for future research, as the use of augmented reality (AR) has become an increasingly valuable tool for travelers. Furthermore, ART developers can use the outcomes of this research to design and implement this service effectively and promote user adoption.Â
Â
Research, practical & social implications: This study has outlined the primary indicators that encourage travelers to utilize AR-based applications. Travelers engage in a more dynamic and enhanced tourism activities if ART is utilized in a way that enhances their enjoyment of the city and stimulates their desire to explore new places. This study demonstrated that utilitarian motivation has the greatest effect on travelersâ attitudes toward AR applications.
Â
Originality/Value: Â To create a digital tourism experience in Thailand. This relatively new technology is a unique application that goes beyond the use of mobile devices to access relevant ART applications. It also has the potential to function as an AI tour guide that helps consumers save money without sacrificing the quality of their travel experience.
The Influence of Innovativeness on Revisit Intention: The Mediating Role of Word-of-Mouth in Augmented Reality for Tourism in Thailand
Purpose: Â This study aims to identify the motivational factors that encourage travelers to adopt augmented reality (AR) applications when exploring tourism destinations and to investigate the mediating effects of personal word-of-mouth (WOM) on the relationships between innovativeness and revisit intention outcomes among travelers.
Â
Theoretical framework: Â This study developed a conceptual framework that determines travelersâ inclination to use AR applications at tourism destinations, based on three primary variables: Innovativeness, Word-of-Mouth and Revisit Intention.
Â
Design/methodology/approach: Â A sample size of 430 was collected through an online self-administered survey. The proposed model was subjected to analysis using the structural equation modeling to examine the mediator effect of Word-of-Mouth.
Â
Findings: Â The results of the study indicate that service innovation and technology innovation have a significant and direct impact on travelers' WOM communication regarding their intention to revisit tourist destinations that offer AR applications. The revisit intention towards AR-based tourism applications is indirectly influenced by service innovation as mediated by WOM.
Â
Research, Practical & Social implications: Â This current study enhances comprehension of the determinants that drive tourists to utilize AR applications at tourism destinations by integrating established theoretical frameworks and adapting them to the specific context of tourism.
Â
Originality/value: Â As prior studies focused on the post-experience aspects of AR adoption, the motivations of travelers to reconsider their intention to use ART in Thailand remained unclear. Insufficient comprehension of tourists' inclination to revisit and utilize AR in Thailandâs tourism destinations may result in the failure of these destinations to attract new or returning visitors, ultimately leading to a decline in revenue
UTAUT Determinants of Cashless Payment System Adoption in Thailand: A Hybrid SEM-Neural Network Approach
Research has been limited on what factors may make customers feel uncomfortable with using electronic payment systems. The purpose of this research study was to develop a model that analyzed the dimensions of the unifiB01;ed theory of acceptance and use of technology (UTAUT) with extra structures to understand how gender can affect whether consumers decide to embrace cashless payment systems in Thailand. Accordingly, 416 valid answers were submitted by banking customers utilizing the survey instrument. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were employed to kick off the process of creating a measurement model. Structural equation modeling (SEM) was then used to pinpoint the most pressing factors that prevent people from embracing online banking systems. The purpose of this research was to develop a technology acceptance model with extra structures to understand how attitudes and perceived risks affect peopleâs decision-making process as to whether they embrace cashless payment systems in Thailand (i.e., innovativeness). In the second stage, we used a neural network model to rank the importance of various SEM-derived predictions. The results demonstrate a robust association between Internet banking and the value barrier, the risk barrier, and the image barrier. The only factor that indicated any kind of negative influence on whether people chose to use Internet banking was the conventional barrier. Remarkably, the image barrier affected Internet banking adoption more than the risk barrier or the no-frills alternative. Furthermore, according to the data, men experienced greater challenges than women. The findings of this study may help financial institutions create offerings that entice customers to conduct financial dealings with them online. The banking industry could immensely benefit from this research since it may lead to changes in the laws that govern banking and could ultimately enhance customer service and online services
āļāļēāļĢāļ§āļīāđāļāļĢāļēāļ°āļŦāđāđāļāļāļāļģāļĨāļāļāđāļāļīāļāđāļāļĢāļāļŠāļĢāđāļēāļāļāļāļāļāļēāļĢāļāļąāļāļŠāļīāļāđāļāđāļĨāļ·āļāļāđāļāđāļāļĢāļīāļāļēāļĢ āļĻāļđāļāļĒāđāļāļđāđāļĨāđāļāļāļĨāļļāđāļĄāđāļāļāļĩāđāļāļđāļĄāđāļĄāļāļĢāđ (Baby Boomer)
āļāļēāļāļ§āļīāļāļąāļĒāļāļĩāđāļĄāļĩāļ§āļąāļāļāļļāļāļĢāļ°āļŠāļāļāđāđāļāļ·āđāļāļ§āļīāđāļāļĢāļēāļ°āļŦāđāđāļāļāļāļģāļĨāļāļāđāļāļīāļāđāļāļĢāļāļŠāļĢāđāļēāļāļāļāļāļāļēāļĢāļāļąāļāļŠāļīāļāđāļāđāļĨāļ·āļāļāđāļāđāļāļĢāļīāļāļēāļĢāļĻāļđāļāļĒāđāļāļđāđāļĨāđāļāļāļĨāļļāđāļĄāđāļāļāļĩāđāļāļđāļĄāđāļĄāļāļĢāđ (Baby Boomer) āđāļĨāļ°āđāļŠāļāļāđāļāļ§āļāļēāļāđāļāļāļēāļĢāđāļĨāļ·āļāļāđāļāđāļāļĢāļīāļāļēāļĢāļĻāļđāļāļĒāđāļāļđāđāļĨāđāļāđāļāļđāđāļŠāļđāļāļāļēāļĒāļļ āđāļāļĒāļāļĨāļļāđāļĄāļāļąāļ§āļāļĒāđāļēāļ āļāļ·āļ āļāļđāđāļāļĩāđāļĄāļĩāļāļēāļĒāļļ 45â73 āļāļĩ āļŦāļĢāļ·āļāļāļĨāļļāđāļĄāđāļāļāļĩāđāļāļđāļĄāđāļĄāļāļĢāđ āļāļģāļāļ§āļ 530 āļāļ āđāļāđāļāļāļ āļēāļāđāļŦāļāļ·āļāļāļāļāļĨāđāļēāļ 1 āļāļąāđāļāļŦāļĄāļ 5 āļāļąāļāļŦāļ§āļąāļ āđāļāđāđāļāđ āļāļąāļāļŦāļ§āļąāļāļāļēāļ āļāļąāļāļŦāļ§āļąāļāļāļļāļāļĢāļāļīāļāļāđ āļāļąāļāļŦāļ§āļąāļāļāļīāļĐāļāļļāđāļĨāļ āļāļąāļāļŦāļ§āļąāļāđāļāļāļĢāļāļđāļĢāļāđ āđāļĨāļ°āļāļąāļāļŦāļ§āļąāļāļŠāļļāđāļāļāļąāļĒ āđāļāļĒāļ§āļīāđāļāļĢāļēāļ°āļŦāđāļāđāļāļĄāļđāļĨāļāđāļ§āļĒāļŠāļāļīāļāļīāđāļāļīāļāļāļĢāļĢāļāļāļē āļāļĨāļāļēāļĢāļ§āļīāđāļāļĢāļēāļ°āļŦāđ āļāļāļ§āđāļē āļāļđāđāļāļāļāđāļāļāļŠāļāļāļāļēāļĄāļŠāđāļ§āļāđāļŦāļāđāđāļāđāļāđāļāļĻāļŦāļāļīāļ āļĄāļĩāļāļēāļĒāļļāļĢāļ°āļŦāļ§āđāļēāļ 52-58 āļāļĩ āļĄāļĩāļŠāļāļēāļāļ āļēāļāļŠāļĄāļĢāļŠ āļĄāļĩāļāļēāļĢāļāļĢāļ°āļāļāļāļāļēāļāļĩāļ āļāđāļēāļĢāļēāļāļāļēāļĢ/ āļāļāļąāļāļāļēāļāļĢāļąāļāļ§āļīāļŠāļēāļŦāļāļīāļ/ āļāļāļąāļāļāļēāļāļāļāļāļĢāļąāļ āļĄāļĩāļĢāļ°āļāļąāļāļāļēāļĢāļĻāļķāļāļĐāļēāļāļĢāļīāļāļāļēāļāļĢāļĩ āļĄāļĩāļĢāļēāļĒāđāļāđāđāļāļĨāļĩāđāļĒāļāđāļāđāļāļ·āļāļ 20,001â40,000 āļāļēāļ āđāļĨāļ°āļĄāļĩāļĨāļąāļāļĐāļāļ°āļāļĢāļāļāļāļĢāļąāļ§āļāļĩāđāļāļēāļĻāļąāļĒāļāļĒāļđāđāļāļąāļāļāļđāđāļŠāļĄāļĢāļŠāđāļĨāļ°āļāļļāļāļĢ/ āļŦāļĨāļēāļ āļāļąāđāļāļāļĩāđāļāļēāļāļāļēāļĢāļ§āļīāđāļāļĢāļēāļ°āļŦāđāļāđāļāļĄāļđāļĨāļāđāļ§āļĒāđāļāļāļāļģāļĨāļāļāļŠāļĄāļāļēāļĢāđāļāļīāļāđāļāļĢāļāļŠāļĢāđāļēāļ (Structural Equation Model) āļāļāļ§āđāļē āļāļąāļāļāļąāļĒāļŠāđāļ§āļāļāļĢāļ°āļŠāļĄāļāļēāļāļāļēāļĢāļāļĨāļēāļāļāļĢāļīāļāļēāļĢāļĄāļĩāļāļīāļāļāļīāļāļĨāļāļēāļāļāļĢāļāļāđāļāļāļąāļĻāļāļāļāļī (Îē=0.285, p<0.001) āļĄāļēāļāļāļĩāđāļŠāļļāļ āļāļķāđāļāļāļĢāļ°āļāļāļāļāđāļ§āļĒāļāļąāļāļāļąāļĒāļāđāļēāļāļāļĢāļ°āļāļ§āļ (Îē=0.954, p< 0.001) āļĢāļāļāļĨāļāļĄāļēāļāđāļēāļāļŠāđāļāđāļŠāļĢāļīāļĄāļāļēāļ āļāļēāļĢāļāļĨāļēāļ (Îē=0.934, p<0.001) āđāļĨāļ°āļāđāļēāļāļāđāļāļāļāļēāļāļāļēāļĢāļāļąāļāļāļģāļŦāļāđāļēāļĒ (Îē=0.888, p<0.001) āļāļēāļĄāļĨāļģāļāļąāļ āļāļĩāļāļāļąāđāļāļāļąāļāļāļąāļĒāļāļąāļĻāļāļāļāļīāļĄāļĩāļāļīāļāļāļīāļāļĨāļāļēāļāļāļĢāļāļāđāļāļāļēāļĢāļāļąāļāļŠāļīāļāđāļāđāļĨāļ·āļāļāđāļāđāļāļĢāļīāļāļēāļĢ (Îē=0.228, p<0.001) āđāļāđāļāļĒāđāļēāļāđāļĢāļāđāļāļēāļĄ āļāļđāđāļ§āļīāļāļąāļĒāļāļāļ§āđāļē āļāļļāļāļ āļēāļāļāļēāļĢāļāļĢāļīāļāļēāļĢāđāļĄāđāļĄāļĩāļāļīāļāļāļīāļāļĨāļāļēāļāļāļĢāļāļāđāļāļāļąāļĻāļāļāļāļīāļāđāļāļāļēāļĢāļāļąāļāļŠāļīāļāđāļāđāļĨāļ·āļāļāđāļāđāļāļĢāļīāļāļēāļĢ āļāļąāļāļāļąāđāļ āđāļāļāļēāļĢāļ§āļīāļāļąāļĒāļāļĢāļąāđāļāļāļĩāđ āļŦāļēāļāļŠāļāđāļāļāļĢāļ°āļāļāļāļāļīāļāļāļēāļĢāļĻāļđāļāļĒāđāļāļđāđāļĨāļāļđāđāļŠāļđāļāļāļēāļĒāļļāļāļ°āļāđāļāļāđāļŦāđāļāļ§āļēāļĄāļŠāļģāļāļąāļāļāļąāļāļŠāđāļ§āļāļāļĢāļ°āļŠāļĄāļāļēāļāļāļēāļĢāļāļĨāļēāļāļāļĢāļīāļāļēāļĢ āđāļāļĒāļĄāļļāđāļāđāļāđāļāļāļąāļāļāļēāļāđāļēāļāļāļĢāļ°āļāļ§āļāļāļēāļĢ āļāļēāļāļīāđāļāđāļ āļĻāļđāļāļĒāđāļāļđāđāļĨāļĄāļĩāļĢāļ°āļāļāļāļēāļĢāļāļģāļāļēāļāđāļāļāļēāļĢāđāļŦāđāļāļĢāļīāļāļēāļĢāļāļĩāđāļĄāļĩāļĄāļēāļāļĢāļāļēāļāļĢāļāļāļĢāļąāļ āļāļĢāđāļāļĄāļāļąāđāļāļĄāļĩāļāļēāļĢāļāļĢāļ§āļāļŠāļāļāļāļĢāļ°āļ§āļąāļāļīāđāļĨāļ°āļāļąāļāļāļĢāļāļāļāļđāđāđāļāđāļēāļĄāļēāđāļāđāļāļĢāļīāļāļēāļĢāļāļĒāđāļēāļāļĨāļ°āđāļāļĩāļĒāļ āļĢāļ§āļĄāļāļķāļāļĄāļĩāļĢāļ°āļāļāļāļēāļĢāļāļąāļāļāļķāļāļāđāļāļĄāļđāļĨāļŠāļļāļāļ āļēāļāļāļāļāļāļđāđāļĄāļēāđāļāđāļāļĢāļīāļāļēāļĢ āđāļāļāđāļēāļāļāļēāļĢāļŠāđāļāđāļŠāļĢāļīāļĄāļāļēāļĢāļāļĨāļēāļāļĄāļĩāļāļēāļĢāđāļŠāļāļāđāļŦāđāļŠāđāļ§āļāļĨāļāđāļĨāļ°āļŠāļīāļāļāļīāļāļīāđāļĻāļĐāļŠāļģāļŦāļĢāļąāļāļāļđāđāļĄāļēāđāļāđāļāļĢāļīāļāļēāļĢāđāļāļĒāļāđāļēāļāļāđāļāļāļāļēāļāļāļēāļĢāđāļāļĐāļāļēāđāļĨāļ°āļĄāļĩāļĻāļđāļāļĒāđāđāļāļ°āļāļģāļāđāļāļĄāļđāļĨāđāļāļ·āđāļāļāļāđāļāđāļāļĩāđāļĒāļ§āļāļąāļāļĻāļđāļāļĒāđāļāļđāđāļĨ āđāļĨāļ°āđāļāļāđāļēāļāļŠāļāļēāļāļāļĩāđāļāļ§āļĢāļĄāļĩāļāļēāļĢāđāļāļĢāļĩāļĒāļĄāļāļ§āļēāļĄāļāļĢāđāļāļĄāļāļāļāļāļĩāđāļāļāļāļĢāļāđāļŦāđāđāļāļĩāļĒāļāļāļ āļāļĢāđāļāļĄāļāļąāđāļāļĄāļĩāļāļēāļĢāļāļąāļāļāļēāļĢāļāđāļēāļāļŠāļ āļēāļāđāļ§āļāļĨāđāļāļĄāđāļŦāđāļŦāđāļēāļāđāļāļĨāļāļēāļāļĄāļĨāļāļīāļĐ āļŠāļīāđāļāđāļŦāļĨāđāļēāļāļĩāđ āļāļ°āļāđāļāđāļŦāđāđāļāļīāļāļāļąāļĻāļāļāļāļīāļāļĩāđāļāļĩāļāđāļāļāļđāđāļĄāļēāđāļāđāļāļĢāļīāļāļēāļĢāļĻāļđāļāļĒāđāļāļđāđāļĨāļāļđāđāļŠāļđāļāļāļēāļĒāļļ āđāļĨāļ°āļāļģāđāļŦāđāđāļāļīāļāļāļēāļĢāļāļąāļāļŠāļīāļāđāļāđāļĨāļ·āļāļāđāļāđāļāļĢāļīāļāļēāļĢāļĻāļđāļāļĒāđāļāļđāđāļĨāļāļđāđāļŠāļđāļāļāļēāļĒāļļāļĄāļē
Shopping Navigation Assistance System on Android Using RFID Applications and Dijkstra's Algorithm
This research aims at developing a model of indoor route guidance with RFID technology to identify users (customers) and product locations by using a mall as a prototype for a Data Warehouse. The researchers have designed a set of RFID devices, which store and read product locations and also communicate with applications. The route guidance system was developed in the form of applications on Android operating system, where users can search for desired products. The system then guides the customer using Web Server transmission. The system gets a product list from the customer and displays the path, which guides the user to the locations of selected products. Results from the application tests of the RFID technology for navigation on Android within a local mall showed that the system can display the selected items and recommended routes to the various points correctly. However, this is only a prototype. For realistic operation, it needs better performance by modifying the set of RFID devices to improve the speed and distance of reading and transmission of data
āļĢāļđāļāđāļāļāļāļēāļĢāļĒāļāļĄāļĢāļąāļāļāļĪāļāļīāļāļĢāļĢāļĄāļāļ§āļēāļĄāļāļąāđāļāđāļāđāļāļāļēāļĢāđāļāđāļāļĢāļīāļāļēāļĢ āļŠāļĄāļēāļĢāđāļāđāļāļāļāļĨāļīāđāļāļāļąāđāļāđāļāļ·āđāļāļŠāļļāļāļ āļēāļāļāļāļ Gen X
āļāļēāļāļ§āļīāļāļąāļĒāļāļĩāđāļĄāļĩāļ§āļąāļāļāļļāļāļĢāļ°āļŠāļāļāđāđāļāļ·āđāļāļ§āļīāđāļāļĢāļēāļ°āļŦāđāļĢāļđāļāđāļāļāļāļēāļĢāļĒāļāļĄāļĢāļąāļāļāļĪāļāļīāļāļĢāļĢāļĄāļāļ§āļēāļĄāļāļąāđāļāđāļāđāļāļāļēāļĢāđāļāđāļāļĢāļīāļāļēāļĢāļŠāļĄāļēāļĢāđāļāđāļāļāļāļĨāļīāđāļāļāļąāđāļāđāļāļ·āđāļāļŠāļļāļāļ āļēāļāļāļāļ Gen X āđāļāđāļāļāļ āļēāļāđāļŦāļāļ·āļāļāļāļāļĨāđāļēāļ 1 āļāļģāļāļ§āļ 5 āļāļąāļāļŦāļ§āļąāļ āđāļāđāđāļāđ āļāļąāļāļŦāļ§āļąāļāļāļēāļ āļāļąāļāļŦāļ§āļąāļāļāļļāļāļĢāļāļīāļāļāđ āļāļąāļāļŦāļ§āļąāļāļāļīāļĐāļāļļāđāļĨāļ āļāļąāļāļŦāļ§āļąāļāđāļāļāļĢāļāļđāļĢāļāđ āđāļĨāļ°āļāļąāļāļŦāļ§āļąāļāļŠāļļāđāļāļāļąāļĒ āļāļĩāđāļĄāļĩāļāļēāļĒāļļāļāļąāđāļāđāļāđ 39 - 53 āļāļĩ āļāļģāļāļ§āļ 400 āļāļ āļāļĨāļāļēāļĢāļ§āļīāđāļāļĢāļēāļ°āļŦāđāļāđāļ§āļĒāđāļāļāļāļģāļĨāļāļāļŠāļĄāļāļēāļĢāđāļāļīāļāđāļāļĢāļāļŠāļĢāđāļēāļ āļāļāļ§āđāļē āļāļĪāļĐāļāļĩāļāļēāļĢāļĒāļāļĄāļĢāļąāļāđāļĨāļ°āļāļēāļĢāđāļāđāđāļāļāđāļāđāļĨāļĒāļĩ āđāļĨāļ°āđāļāļāļāļģāļĨāļāļāļāļēāļĢāļĒāļāļĄāļĢāļąāļāđāļāļāđāļāđāļĨāļĒāļĩāļĄāļĩāļāļīāļāļāļīāļāļĨāļāļēāļāļāļĢāļāļāđāļāļāļ§āļēāļĄāđāļ§āđāļ§āļēāļāđāļ āļāļĩāļāļāļąāđāļāļāļ§āļēāļĄāđāļ§āđāļ§āļēāļāđāļāļĄāļĩāļāļīāļāļāļīāļāļĨāļāļēāļāļāļĢāļ āļāļĒāđāļēāļāļĄāļĩāļāļąāļĒāļŠāļģāļāļąāļāļāđāļāļāļĪāļāļīāļāļĢāļĢāļĄāļāļ§āļēāļĄāļāļąāđāļāđāļāđāļāļāļēāļĢāđāļāđāļāļĢāļīāļāļēāļĢāļŠāļĄāļēāļĢāđāļāđāļāļāļāļĨāļīāđāļāļāļąāđāļāđāļāļ·āđāļāļŠāļļāļāļ āļēāļ āļāļēāļāļāļēāļĢāļ§āļīāļāļąāļĒāļāļĢāļąāđāļāļāļĩāđāđāļāđāļāđāļāļāđāļāļāļāļāļĩāđāļŠāļģāļāļąāļāļ§āđāļē āļāļĪāļĐāļāļĩāļāļēāļĢāļĒāļāļĄāļĢāļąāļāđāļĨāļ°āļāļēāļĢāđāļāđāđāļāļāđāļāđāļĨāļĒāļĩ āđāļĨāļ°āđāļāļāļāļģāļĨāļāļāļāļēāļĢāļĒāļāļĄāļĢāļąāļāđāļāļāđāļāđāļĨāļĒāļĩ āđāļāđāļāļāļąāļāļāļąāļĒāļāļĩāđāļŠāļģāļāļąāļāđāļāļāļēāļĢāļāļąāļāļāļēāļāļēāļĢāļĒāļāļĄāļĢāļąāļāđāļāļāļēāļĢāđāļāđāļāļĢāļīāļāļēāļĢāļŠāļĄāļēāļĢāđāļāđāļāļāļāļĨāļīāđāļāļāļąāđāļāđāļāļ·āđāļāļŠāļļāļāļ āļēāļ āđāļĨāļ°āļĒāļąāļāļāđāļ§āļĒāđāļāļīāđāļĄāļāļ§āļēāļĄāđāļ§āđāļ§āļēāļāđāļāđāļāļāļēāļĢāđāļāđāļāļĢāļīāļāļēāļĢ āļāļķāđāļāļŠāđāļāļāļĨāļāđāļāđāļāļĒāļąāļāļāļĪāļāļīāļāļĢāļĢāļĄāļāļ§āļēāļĄāļāļąāđāļāđāļāđāļāļāļēāļĢāđāļāđāļāļĢāļīāļāļēāļĢāļŠāļĄāļēāļĢāđāļāđāļāļāļāļĨāļīāđāļāļāļąāđāļāđāļāļ·āđāļāļŠāļļāļāļ āļēāļ āļāļąāđāļāļāļĩāđāļāļĨāļĨāļąāļāļāđāļāļēāļāļāļēāļāļ§āļīāļāļąāļĒāļŠāļēāļĄāļēāļĢāļāđāļāđāđāļāđāļāļāļąāļ§āļāđāļāđāļāļāļŠāļģāļŦāļĢāļąāļāļāļđāđāļāļąāļāļāļēāđāļāļāļāļĨāļīāđāļāļāļąāđāļāđāļāļ·āđāļāļŠāļļāļāļ āļēāļāđāļŦāđāļāļĢāļāļāļēāļĄāļāļ§āļēāļĄāļāđāļāļāļāļēāļĢāļāļāļāļāļđāđāļāļĢāļīāđāļ āļ āļāđāļāđāļŦāđāđāļāļīāļāļāļ§āļēāļĄāđāļ§āđāļ§āļēāļāđāļāđāļĨāļ°āļĄāļĩāļāļĢāļ°āļŠāļīāļāļāļīāļ āļēāļāļĄāļēāļāļāļķāđ
Assessing the Optimal Digital Banking Model for Service Users in Thailand: A Structural Equation Modelling Approach to Risk Analysis
Purpose âThis study investigates the factors that influence the adoption of internet banking in Thailand. It specifically examines the interplay between six dimensions of perceived risk (financial risk, performance risk, privacy risk, security risk, social risk, and time risk), attitude, and trust, and their impact on behavioral intentions to use internet banking.Design/methodology/approach âA multi-stage sampling process was used to obtain a representative sample of 505 respondents in Thailand. Structural Equation Modeling (SEM) was used to analyze the data.Findings âThe research outcomes suggest that the adoption and usage of internet banking services are influenced by several key factors, namely perceived risk, attitude, and trust. These factors play a significant role in shaping individuals' decisions and behaviors when it comes to engaging with online banking platforms. The findings also show that attitude and trust mediate the relationship between perceived risk and behavioral intention. Practical implications of this study extend to two key groups: internet banking developers, who can leverage the insights from this research to design user-centric systems aligned with the needs and lifestyles of their target users, and CEOs, who can establish effective and operational strategies and regulations to provide a competitive advantage for their organizations. Originality/value âThis study contributes to the existing literature on internet banking adoption by providing a comprehensive understanding of the factors that influence this behavior. It also provides insights for internet banking developers and CEOs on how to design and promote internet banking services in a way that minimizes perceived risk and maximizes attitude and trust