Behavior and attitudes of accepting innovation among working-age consumers towards the use of electronic payment services via the LINEPAY application in Bangkok

  • Charncrit Jaroonkiettikun Faculty of Communication Arts. Kasembundit University
Keywords: Behavior, attitudes

Abstract

        the research found that Behavior and attitudes of accepting innovation among working-age consumers towards the use of electronic payment services via the LINEPAY application in Bangkok The objectives of this study were to 1) demographic characteristics of working age consumers and electronic payments via LINE Pay application. 2) Behavior of working-age consumers to- wards using electronic payment services via LINE Pay application 3) Attitudes of consumers of working-age consumers towards using electronic payment services via LINE Pay application 4) Accepting use of electronic payment services of working age consumers towards using electronic payment services via LINE Pay application and 5) Working attitude of consumers in working age affecting the acceptance of use of electronic payment services. Electronic payment service via LINE Pay application This research is survey research. From the population group is Working people group that use electronic payment service via LINE Pay application The random sampling was conducted by 400 persons by questionnaires. The statistics used for data analysis were frequency, percentage, arithmetic mean. standard deviation One-way variance testing statistics Multiple regression analysis And analyzed the Pearson product moment correlation coefficient.

        1) demographic characteristics of working-age consumers with electronic payment applications through the LINE Pay application are mostly male, ranging in age from 25 - 32 years with degree education. bachelor buddhist occupation of private employees with income of 10,000 - 15,000 baht 2) consumer behavior in working age towards the use of electronic payment services via the line pay application. use the line man food application with LINE Pay. know the application of LINE Pay from the service line during the time period. 17:00 - 19:00 hrs. pay through the application LINE Pay 4-6 times per month. there is a service charge per time 1,001-3,000 baht. choose to buy the product type. food and drink buy products from home or accommodation with 3-4 years experience use food ordering service and spend time with social media about 4-6 hours per day 3) Attitude of working-age consumers towards using electronic payment services via LINE Pay application Overall, most of the respondents Have attitude The components of understanding were at a high level, the components of the senses were at a high level, the image elements were in a high level, the promotional elements were at a high level and the perceived benefits were at a high level. 3) adoption of electronic payment innovations through the application of line pay for working-age consumers with different demographic characteristics working age consumers education level and different income there will be acceptance of electronic payment innovations through different line pay applications. 4) Acceptance of using electronic payment services of working age consumers via LINE Pay application Overall, most of the respondents The accept- ance of electronic payment services The characteristics of the compatible features were at a high level. The features of complexity were at a high level. And the social influence is at a high level 5) Analysis of the relationship between attitudes and acceptance of electronic payment services of working-age consumers through the LINE Pay application, working-age consumer attitudes In electronic payments through most LINE Pay applications Correlated with the acceptance of the use of electronic payment services via LINE Pay application With a statistical significance of 0.01 6) Attitude of working consumers It mainly affects the acceptance of the use of electronic payment through LINE Pay application. The effective aspect is the image composition factor at Beta 0.336, the perceived benefit at the Beta 0.245 and the composition. Regarding feelings at Beta 0.238, which has statistic significance at the level of 0.05

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References

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Published
2020-01-01