A Development of the Causal Model of the Online Payment Service System Business

Abstract

The purposes of this research were to 1) To study factors that influence the performance of the online payment system 2) Examination the consistency between the hypothetical model and empirical data of factors that influence the operating results of the online payment system and    3) Develop the causal model of the operating results for online payment system business. Representative sample were entrepreneurs of small business and consumers of core network mobile online payment system including 147 people from AIS, 140 people from Dtac and 113 people from True (total 400 people). Information were obtained by using structural equation model consist of Hair, Black, Babin, Anderson, and Tatham (2006). The result found that 1. the principal factor in the operation of online payment system were strategic management in term of technology and satisfaction while the factor of marketing mix did not affect on online payment service system business. 2. The concordance between hypothetical model and empirical data of factors that influence the operating results of the online payment system were satisfaction and technology factors that influenced the operating results of the online payment system. 3. for explication causal model of the operation of online payment system business. The main factor from developed causal model consisted of marketing mix, strategic management, technology and customer satisfaction initiatives but the result from the study of importance effect on online payment system business were satisfaction and technology that influence the performance of the online payment system.