The Behavior in QR Code Payment System

Abstract

The objectives of this research are as follow: (1) to conduct Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis; (2) to study user behavior in QR Code payment system; and (3) to study the influence of demographic differences on customer satisfaction with QR Code payment system. Both secondary and primary data (10 shops and 400 customers) are used in this research. The findings indicate that the QR code payment system’s strengths are easy to use and versatile. However, its weaknesses are too much system maintenance, long downtime, and unable to conduct international transactions. Opportunities for the system lie in the growing popularity of online businesses and the trend of contactless transactions. Technological issues and concerns regarding system security are identified as threats. The majority of system users are female, aged between 31 - 40, with educational attainment below or equivalent to a bachelor's degree. They are employed in the private sector with an average monthly income ranging from 30,001 to 60,000 baht. Furthermore, they primarily use the system once a day for food and beverage purchases, with Kasikorn Bank being the most frequently used banking service. Additionally, the study reveals that differences in age, occupation, average monthly income, and marital status influence satisfaction levels related to perceived benefits and ease of use, while difference in educational level impacts satisfaction on ease of use only. In this regard, the government should promote the QR Code payment systems by building trust and guidance to using QR Code payment system. Additionally, they should collaborate with system providers to develop the capabilities of the system and to improve the overall environment.