Consumer's intention to use the QR code mobile payment system in Bangkok, Thailand | |
| Author | Joshi, Minnat |
| Call Number | AIT RSPR no.SM-19-42 |
| Subject(s) | Mobile commerce--Thailand--Bangkok Electronic funds transfers--Thailand--Bangkok Payment--Technological innovations--Thailand--Bangkok |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | The main purpose of this research paper is to investigate and examine the factors that influences Consumer Intention on using QR Code mobile payments in Bangkok, Thailand. Based on the Innovation Diffusion Model (relative advantage, compatibility, complexity and trialability) and the added factor Security, it was able for me to underline the key factor which affected Consumer Intention on using QR Code mobile payments. Being a quantitative study, 456 responses were collected by using online tool and out of that, 395 valid responses were included in the data analysis. An analysis of multiple regression was run in order to test the hypotheses that were developed. The regression results suggested that consumers intention to use QR Code mobile payments was highly influenced by security, followed by relative advantage and complexity. Security factor was found to be the strongest determinant of Thai consumers intention of using QR Code mobile payments. As the consumers feel more secured making payment via QR Code mobile payment services, the industry gains customers satisfaction and the other hand banks establishes stronger relationships with cardholders. However, trialability and compatibility were found to be insignificant predictors of Thai consumers intention on using QR Code mobile payments. Furthermore, it encourages and recommends shop managers, banks and mobile network operators to formulate their marketing strategies by creating advertisements which reflects innovative, trendy, flexibility and security benefits that QR code mobile payments can give. The campaign can also highlight the advantages of QR Code mobile payment services where smartphone will be treated as their wallet and having everything in one device. |
| Year | 2019 |
| 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) | Islam, Nazrul; |
| Examination Committee(s) | Vimolwan Yukongdi;Badir, Yuosre F.M.; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2019 |