Differences in Perceived Attributes of an Innovation between Group of Users and Non Users : A Case Study of Bualuang ibanking (Thailand)

University essay from Mälardalens högskola/Akademin för hållbar samhälls- och teknikutveckling; Mälardalens högskola/Akademin för hållbar samhälls- och teknikutveckling


The respondents can be classified into 3 groups as follows,

users 47%, non users 37%, non awareness customers 16%.

We found that the group of users perceived more positive

toward Bualuang ibanking than the group of non users in four

aspects, relatively advantage, complexity, compability and

observability, while, trialability was not perceived as a

significant attribute facilitating the use of Bualuang ibanking.

However, in some circumstances, such as, time processing,

mental effort, frustrating, privacy and security, the attitude

toward these circumstances is positive but not divergent

between these two groups. For the non awareness customers,

there are 58% of them preferred adopting this technology in

the future and the most frequently selective duration that they

will adopt this technology is within one month.

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