Marketing communication and Socio-cultural factor affecting the decision to use a mobile payment service with an application of a commercial bank in Thailand
Marketing communication and Socio-cultural factor effecting the decision to use a mobile payment service with an application of a commercial bank in Thailand
Keywords:
Integrated marketing communications, socio-cultural factors, decision-making, commercial bank applicationsAbstract
The purpose of this research was to (1) explore the characteristics of personal factors and behavior of using mobile payment services using an application of commercial banks in Thailand. (2) Analysis of the influence of integrated marketing communications affecting the decision to use the payment service via the application. (3) Analyze the influence of sociocultural factors affecting the decision to use the payment service through the application. This research uses quantitative research. The sample group was Gen B (born between 1946-1964, aged 57-75 years) with a total of 600 people. Systematic random sampling using questionnaires. The statistics used were descriptive statistics and logistic regression analysis. The results of the research found that (1) The personal factors of the sample group most of them were female, aged 57-75 years, retired, Bachelor's degree, average monthly income 40,001-50,000 baht. The behavior of using an application service to order food online from restaurants. The most frequency of using the service once a month. The average cost of using the service is 1,000 - 10,000 baht per time. The most important reason for using the service is that there is a promotion that like. The media influencing the decision to use the service comes from the LINE application. (2) Integrated Marketing Communications, advertising and sale promotion predicting opportunity decisions on brands application. Advertising, public relations, online marketing and social media predict decision opportunities on transaction types. And promotions, activities and experiences, online marketing and social media predict the probability of deciding on the amount or quantity of purchases made through the application. (3) Sociocultural factors of reference group, family, social class, culture and subculture predict application brand decision opportunities. Reference groups, families, cultures and subcultures predict the likelihood of a decision on transaction type. And reference group, family, social class predict the likelihood of a decision on the amount or quantity of purchases made through the application.
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