This objective of this study were 1) to study demographic characteristics that influences on confidence in using application (KMA), 2) to study marketing mix factors that influences on confidence in using application (KMA) and 3) to study experiential marketing factors that influences on confidence in using application (KMA) in Thailand. By using questionnaires to collect dada with 405 sample of customers who use the application (KMA) service. Data were analyzed by frequency, percentage, mean, standard deviation and hypothesis test by t-test, f-test and multiple regression.

    The finding showed that education levels and incomes have an influence on the confidence in using application (KMA) (service quality), education levels and status have an influence on the confidence in using application (KMA) (trust) and jobs have an influence on the confidence in using application (KMA) (corporate image) and study marketing mix factors that influences on confidence in using application (KMA). But, experiential marketing factors that influences on confidence in using application (KMA) at insignificant 0.05 level.