DETERMINANTS OF FINTECH ACCEPTANCE AND USAGE AMONG POPULATIONS IN THE LOWER NORTHERN REGION OF THAILAND: AN APPLICATION OF UTAUT MODEL
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This research article aims to (1) To examine the effect of performance expectancy on behavioral intention to use FinTech services. (2) To analyze the influence of effort expectancy on users’ behavioral intention toward FinTech adoption. (3) To investigate the impact of social influence on behavioral intention to use FinTech and (4)To evaluate the effect of facilitating conditions on the actual usage of FinTech services.. The study employs a quantitative research design, collecting data from 412 respondents residing in the lower northern region of Thailand, a socio-economically diverse area characterized by a mix of agricultural and semi-urban communities with varying levels of digital infrastructure and financial accessibility. Data were collected using a structured questionnaire with five-point Likert-scale measures and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 to evaluate both measurement and structural models.
The research results found that: (1) performance expectancy is the strongest predictor of behavioral intention, followed by effort expectancy and social influence, all of which have statistically significant positive effects; (2) behavioral intention and facilitating conditions significantly influence actual FinTech usage, with behavioral intention demonstrating the strongest effect; and (3) the model exhibits substantial explanatory power, with R² values of 0.68 for behavioral intention and 0.61 for usage behavior, confirming the robustness of the UTAUT framework in this regional context.
These findings underscore the critical role of perceived usefulness, ease of use, social dynamics, and infrastructural support in shaping FinTech adoption. Practically, the study highlights the importance of community-based promotion strategies, alongside user-centered system design and targeted digital literacy initiatives, to enhance financial inclusion in semi-urban and rural contexts. The study contributes to the literature by providing region-specific empirical evidence from Thailand and suggests future research directions incorporating trust, perceived risk, and longitudinal approaches.
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