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accounted for 48.2 % of the variance in the intention to use the K-Mobile Banking
PLUS application, with usefulness having the highest impact followed by
(in decreasing order) the feeling of trust, ease of use, user interface and service
quality. Figure
10.8
shows the results of the multiple regression analyses on the
intent to use the mPay application, which revealed that the trust in the application is
significant. The beta-coefficients for the service quality and user interface (design
aesthetics) were significant factors upon the trust, supporting hypotheses H2 and
H3, but security was not significant (
0.102; p
0.05) and so hypothesis H1 is
b ¼
>
rejected (and accordingly not shown in Fig.
10.8
).
Trust also significantly impacted upon the intention to use this application,
supporting hypothesis H5. Moreover, the design aesthetics, usefulness and ease of
use were found to significantly impact upon the intention to use the mPay applica-
tion, supporting hypotheses H6 and H7. However, the service quality (
0.060;
b ¼
p
0.05) was not significant with a slight numerical negative effect on the
intention to use this mobile payment application, and so hypothesis H4 is rejected
(and accordingly is not shown in Fig.
10.8
). All together, the trust, service quality,
design aesthetics, usefulness and ease of use accounted for 45.5 % of the variance in
the intention to use the mPay application, with service quality having the highest
impact on the level of trust and the user interface having the highest impact on the
intention to use this application, followed by (in decreasing order) the feeling of
service quality, trust and perceived usefulness.
The results from the multiple regression analysis showed that the user interface
has the highest impact on the trust factor for the K-Mobile Banking PLUS applica-
tion. This is consistent with Karvonen (
2000
), who reported that the aesthetic
beauty of the website affects the feeling of trust in the internet environment. In
Karvonen's study, the design elements, such as the clarity, was the most frequently
mentioned key factor in enhancing the trust level towards service providers on the
web (Karvoven
2000
). Clear and clean design in the internet environment would
make users ready to trust the service providers more easily.
In this study presented here the user interface is the most important factor and is
then followed in importance by the service quality and security factors, where
participants think that this application should have a confirmation message for
finishing any tasks, such as a short messaging service (SMS). They desire that a
SMS should be sent to their mobile phones after they have transferred money or
paid bills confirming the transaction was completed as this would make them feel
safer and trust in this mobile payment application more easily. Moreover, the results
also show that the usefulness has the highest impact on the intention to use factor
for the K-Mobile Banking PLUS application. Participants think that this application
can be used in daily life for money transferring or any other tasks they want to do so
that they do not have to go to the bank or the ATM.
The second highest impact on the intention to use factor is trust, which is an
advantage of the K-Mobile Banking PLUS application. The application is owned by
one of the top five banks in Thailand and so this familiar brand-name imposed level
of trust relates to the level of user satisfaction. This is then followed by the ease of
use and user interface, where because participants find this application easy to use
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