Factors Affecting Financial Transactions via ShopeePay

Abstract

The objectives of this research are as follows (1) to study the behavior in financial transactions via ShopeePay, (2) to study the satisfaction of the 7P’s marketing mix for financial transactions via ShopeePay, and (3) to analyze factors affecting financial transactions via ShopeePay. By using data from questionnaires of 400 ShopeePay users whose payments within a one month period, this research analyzes data using descriptive statistics and multiple regression analysis. The results show that ShopeePay users mostly learn how to use the application by themselves. The most use of ShopeePay is to make a purchase in ShopeePay application or in stores due to the ease of use, convenience and speed. On average, ShopeePay users use ShopeePay 2 times per month during 6.01 p.m. - 00:00 a.m. The average top-up amount is 500 baht per times when purchasing goods and services. For the satisfaction of the 7P’s marketing mix, place is ranked first, followed by physical product process promotion people and price in that order. In the analysis of factors affecting financial transactions via ShopeePay. The estimation result of multiple regression analysis indicates that the satisfaction on process and types of financial transactions affect positively on monthly usage frequency of ShopeePay. Therefore, to increase satisfaction on process and an access to different financial transactions, ShopeePay should simplify the sign-up process and add shortcut menus for various transactions. This leads to an increase in monthly usage frequency of ShopeePay.