The Influence of Online Marketing Factors and Technology Adoption Factors on Acceptance of Payment Services via the “True Money Wallet” Application of Subscribers in Bangkok

Article Sidebar

pdf
Published: Apr 27, 2020
Keywords:
Online Marketing, Technology Acception, Payment Via Application

Main Article Content

Kiattisak Suksrichavalit
Graduate Student, Master of Business Administration Program, Dusit Thani College, Lecturer of Culinary Arts and Kitchen Management, Faculty of Hospitality Industry, Dusit Thani College
Watit Intuluck
Assistant Professor, Ph.D., at Department of Business Administration and General Education, Dusit Thani College

Abstract

This research aims to study factors affecting the acceptance of payment services via the application “True Money Wallet” as perceived by users in Bangkok. It is classified according to demographic factors and social media marketing and the technology adoption factors which Influence the acceptance of the use of payment services through the application “True Money Wallet” of users in the Bangkok area. The sample is a population aged 15 - 59 years living in Bangkok, consisting of 350 people. This research is quantitative research. Data collection was done by using the developed questionnaire and were analyzed statistics Multiple regression.


     The research found that the target sample who has different age groups, education levels, occupations and income levels tends to have a level of acceptance of the use of payment services through the application “True Money Wallet” as per the perceptions of service users in Bangkok differently with a statistic significance of 0.05 and when studying social media marketing and the technology adoption factors Influence the level of acceptance of the use of payment services through the application “True Money Wallet” of users in Bangkok, the results of the hypothesis testing found that the social media marketing factors and technology acceptance factors can together explain the acceptance of the use of payment services through the application “True Money Wallet” by 46.3% (Adjust R2 = .463) and when controlling the influence of other independent variables, there are 2 independent variables that influenced the acceptance of payment services via the application “True Money Wallet”, such as Electronic Word of Mouth (EWOM) and awareness of the benefits with a statistical significance of 0.05

Article Details

How to Cite
Suksrichavalit, K. . ., & Intuluck, W. . . (2020). The Influence of Online Marketing Factors and Technology Adoption Factors on Acceptance of Payment Services via the “True Money Wallet” Application of Subscribers in Bangkok. Dusit Thani College Journal, 14(1), 404–418. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/241422
Issue
Vol. 14 No. 1 (2020): Dusit Thani College Journal Vol.14 No.1 January - April 2020
Section
Research Article

Article Screening Policy

  1. All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
  2. All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
  3. The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
  4. Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.

References

1. Jutarat Kiadrasamee. (2015). Factor Affecting The Decision Making on Purchasing Products from Online Application in Bangkok Metropolitan Region. Business Administration. Thammasat University.
2. Lobphai, S. (2016). Innovation and Technology Acceptance, Technology Usage, and Customer Behavior Affecting People’s Intention to Use PromptPay Financial Service of Thai Government. Bangkok University
3. Nattanan Pitiwatchotkul. (2017). Mobile Technology Acceptance, Social Media Marketing, and Online Consumer Behavior Affecting Online Products’ Purchase Intention through Application of Customers in Bangkok. Business Administration. Bangkok University.
4. Per E. Pedersen. (2009). Adoption of Mobile Internet Service: An Exploratory Study of Mobile Commerce Early Adopters. Journal of Organizational Computing and Electronic Commerce (15).
5. Waranya Phopraithong. (2013). Factors affecting the decision to buy clothing from online stores. Business Administration. Thammasat University.


6. Wett Nuchchareun. (2017). Revealing Survey of Internet Use Behavior and Value of E-Commerce, showing the readiness of Thailand to become an ASEAN e-commerce owner. https://www.etda.or.th/content/thailand-internet-user-profile-2017-and-valueof-e-commerce-survey-in-thailand-2017l-press-conference.html.
7. Siriwan Sereerat. (2007). Customer Behavior. Bangkok: Teerafilm and sitex.
8. Singha Chaweesuk and Sunanta Wongchaturapat. (2012). Theory of Technology Acceptance. http://journal.it.kmitl.ac.th
9. Schumacker, R.E. & Lomax, R.G. (1996). A beginner’s guide to structural equation Modeling. Mahwah, NJ: Lawrence Earlbaum.
10. Eakkaruk Tanacharoenpisarn. (2011). Personnel’s Awareness and Acceptance on Implementation of Environmental Management System (ISO 14001) in Public Organization: A Case Study of Office of Natural Resources and Environmental Policy and Planning. Master of Science (Environmental Management).