Mobile payment : an empirical research of Chinese tourists' behavior in Thailand | |
| Author | Tan, Zhi |
| Call Number | AIT RSPR no.SM-18-04 |
| Subject(s) | Mobile commerce--Thailand Tourism--Thailand--Research Chinese--Travel--Thailand |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | In recent years, with the rapid development of China's outbound tourism industry, the mobile payment habits of Chinese tourists create an opportunity for the development of Chinese mobile payment industry in overseas tourist destinations which including Thailand. This paper analyzes the Chinese tourists’ use intention and behavior of mobile payment in Thailand. In order to find out the factors that determine the use of this technology and figure out the most influential factors affect Chinese tourists using mobile payment in Thailand. The study proposed an m-payment research model which consists of five factors, which are age, perceived usefulness, perceived ease of use, perceived risk and exchange rate. The empirical results show perceived ease of use and perceived usefulness have a strongly positive effect on the level of user intention. Perceived risk will be reduce user's willingness to use mobile payment. However, with the mature of mobile payment technology, the acceptance level of Chinese tourists is quite high. The effect of Age and exchange rate to the users’ acceptance level is negligible. Finally, the article provides several valuable suggestions base on the research findings for increase the number of mobile payment users, upgrade the use frequency of the existing users, and improve the mobile payment services in Thailand. The study also provides directions for future mobile payment-related studies in Thailand. |
| Year | 2018 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Supasith Chonglerttham; |
| Examination Committee(s) | Badir, Yuosre;Zimmerman, Willi; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research report (M.B.A.) - Asian Institute of Technology, 2018 |