THE FACTORS AFFECTING INTENTION TO USE MOBILE PAYMENT IN CHONBURI OF THAILAND

Abstract

With the growing of mobile payment technology, there would be opportunities to introduce new products, new services, and new payment tools such as mobile payment into Thailand, especially Chonburi city that is the main city of eastern economic corridor. Also, there had been an increase of smart phone in Thailand. There is relevance between the number of smart phone and mobile payment since it is likely that the smart phone users become mobile payment users. These developments in the growth of smart phone plus the development in mobile payment technology offered the opportunity to study about factors that influence intention to use mobile payment in Chonburi of Thailand. This study aims to study the level of intention to use mobile payment and to examine the factors that influence intention to use mobile payment in Chonburi of Thailand. Four independent variables including attitude, subjective norm, trust, perceived behavior control are selected from the literature reviews. Questionnaires are answered by 400 people who own a smart phone and live in Chonburi but never use mobile banking. Descriptive statistic and inferential statistic such as simple liner regression are employed to analyze data. The results show that there is a high level of intention to use mobile payment. The findings illustrate that perceived behavior control has the most significant effect following by trust and attitude while subjective norm has the least significant effect on intention to use mobile payment.

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