A STUDY OF THAI ADULT CONSUMERS’ ATTITUDE,

PERCEPTION, AND BEHAVIOR TOWARD

DIGITAL PAYMENT

BY

MISS CHOTIMA MEEMUNGTHAM

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE
OF MASTER OF SCIENCE PROGRAM IN MARKETING
(INTERNATIONAL PROGRAM)
FACULTY OF COMMERCE AND ACCOUNTANCY
THAMMASAT UNIVERSITY
ACADEMIC YEAR 2020
COPYRIGHT OF THAMMASAT UNIVERSITY

Ref. code: 25636202040124EVW

 A STUDY OF THAI ADULT CONSUMERS’ ATTITUDE,
PERCEPTION, AND BEHAVIOR TOWARD
DIGITAL PAYMENT

BY

MISS CHOTIMA MEEMUNGTHAM

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE
OF MASTER OF SCIENCE PROGRAM IN MARKETING
(INTERNATIONAL PROGRAM)
FACULTY OF COMMERCE AND ACCOUNTANCY
THAMMASAT UNIVERSITY
ACADEMIC YEAR 2020
COPYRIGHT OF THAMMASAT UNIVERSITY

Ref. code: 25636202040124EVW

 THAMMASAT UNIVERSITY
FACULTY OF COMMERCE AND ACCOUNTANCY

INDEPENDENT STUDY

BY

MISS CHOTIMA MEEMUNGTHAM

ENTITLED

A STUDY OF THAI ADULT CONSUMERS’ ATTITUDE, PERCEPTION,

AND BEHAVIOR TOWARD DIGITAL PAYMENT

was approved as partial fulfillment of the requirements for

the degree of Master of Science Program in Marketing (International Program)

23 MAY 2021
on …………………….....

Chairman __________________________________________
(Professor Kenneth E. Miller, Ph.D.)

Member and Advisor __________________________________________

(Professor Paul G. Patterson, Ph.D.)

__________________________________________
Dean
(Professor Ruth Banomyong, Ph.D.)
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Independent Study Title A STUDY OF THAI ADULT CONSUMERS’

ATTITUDE, PERCEPTION, AND BEHAVIOR
TOWARD DIGITAL PAYMENT
Author Miss Chotima Meemungtham
Degree Master of Science Program in Marketing
(International Program)
Faculty/University Faculty of Commerce and Accountancy
Thammasat University
Independent Study Advisor Professor Paul G. Patterson, Ph.D.
Academic Year 2020

ABSTRACT

Today people are carrying cash less than ever before due to the
development of technology in digital payment. Adoption of digital payment are being
extended in many countries. New digital payment channels such as mobile
application, e-wallets, and QR code payment become more popular because of it is
convenient and fast. Nevertheless, the traditional way of payment like cash is still
requires in some stores, makes Thailand not the country that has become an entirely
cashless society yet.
COVID-19 pandemic is a significant factor in transforming the way that
Thai consumer spending on goods and services by using Contactless Payment rapidly.
Before COVID-19, the central cluster digital payment user is 25-34 years old, an
urban area living. After the COVID-19 situation becomes better, Mobile banking and
e-Wallet usage are increasing. The 35-44 years old users contributed, reflecting the
changing consumer behavior that motivates the high competitive market among
Mobile banking and e-Wallet in the digital payment channel.
Thai government and service provider, both bank and non-bank, is the
crucial players who could develop and establish innovation and technology to support
consumers and merchants' needs to drive the adoption of digital payment and make
the country to become a truly cashless society.

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This study is a contemporary topic in applied marketing in the area of

technology. The primary purpose is to understand the mature age Thai consumer's
attitudes, perceptions, and behavior toward digital payment, both newly adopters and
existing users. The secondary objective is to explore the dynamic of Thai consumers'
behavior spending on digital payment channels. The study aims to determine factors
that affect consumers' intention to provide suggestions to service providers, both bank
and non-bank, to consider when developing new products or enhancing customer
experience to consolidate with the new normal.
In summary beside of cash, adult mainly use mobile banking, QR code,
and Credit card as digital payment. The first priority that they concern when using
digital payment is security and privacy, then following with no fees and convenience.
Promotion is an influencing factor when selecting a payment channel. As consumer
ease of use to ward digital payment they are all know that it more convenient and start
shifting their behavior from using cash in a half of their life to use more digital
payment. Even summaries of their attitude show that digital payment systems are
difficult and complicate to use, need to take long time to learn but if there is a chance
they still choose to use digital payment as same as younger generation. COVID-19
have huge impact that make them shifting their behavior and start to adopt digital
payment. Most of the respondents said that COVID-19 make them use less cash. For
the intention to use, adult have an intention to use digital payment 60-79% in the next
year. About technology anxiety, people who a bit worry and be uncomfortable with
technology, still happen with adults who are older than 40 years old.

Keywords: Digital Payment, e-Payment, Contactless Payment, mature age Thai

consumers, intention to use, Digital Bank, Technology adoption.

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ACKNOWLEDGEMENTS

I would like to express my deepest gratitude and appreciation to my

advisor; Professor Paul G. Patterson, Ph.D. for the valuable and constructive
suggestion during planning, development, and analyzing the study. The study would
not be possible without his guidance.
I would like to also express my appreciation toward other professors for
sharing their knowledge and experience during my 2 years of the MIM program.
I would like to express my appreciation to all of the interviewees for their
valuable time for the in-depth interview process. The answers have provided insight
and finding for this study.
Last but not least, I would like to thank my family for their
encouragement and support throughout my study.

Miss Chotima Meemungtham

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TABLE OF CONTENTS

Page
ABSTRACT (1)

ACKNOWLEDGEMENTS (3)

LIST OF TABLES (7)

LIST OF FIGURES (8)

CHAPTER 1 INTRODUCTION 1

1.1 Problem Statement and Research Purpose 1

1.2 Research Objectives 2

CHAPTER 2 REVIEW OF LITERATURE 3

2.1 Cashless Society Situation in Thailand 3

2.2 Digital Payment 4
2.3 Characteristics of Adult 4
2.4 Academic Theory Implication 4
2.4.1 Technology Acceptant Model (TAM) 4
2.4.2 Theoretical Framework 5
2.4.3 Unified Theory of Acceptance and Use of Technology (UTAUT) 6
2.4.4 Technology Anxiety 7

CHAPTER 3 RESEARCH DESIGN 8

3.1 Research Methodology 8

3.1.1 Exploratory Research 8
3.1.2 Descriptive Research 9

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3.2 Sampling Plan 9

3.2.1 In-depth Interview 9
3.2.2 Online Survey 10
3.3 Data Collection 10
3.3.1 In-depth Interview 10
3.3.2 Online Survey 10
3.4 Data Analysis 11
3.4.1 Data Analysis Plan for Exploratory Research 11
3.4.2 Data Analysis Plan for Descriptive Research 11

CHAPTER 4 DATA ANALYSIS AND RESULTS 14

4.1 Exploratory Research 14

4.1.1 Key Findings from Secondary Research 14
4.1.2 Key Findings from In-depth Interview 15
4.1.2.1 Technology Anxiety 15
4.1.2.2 Current Behavior, Usage and Customer Experience 16
towards Digital Payment
4.1.2.3 Attitude and Perception towards Digital Payment 17
4.2 Descriptive Research 18
4.2.1 Key Findings from the Online Survey 18
4.2.1.1 Summary of the Respondent’ Demographic Profile 18
4.2.1.2 Summary of the Respondents’ Behavior on Digital Payment 20
4.2.1.3 Analysis of Respondents’ Perception on Digital Payment 21
4.2.1.4 Analysis of Respondents’ Attitudes toward Digital Payment 23
4.2.1.5 Summary of COVID-19 Effect 26
4.2.1.6 Intention to Use and Net Promoter Score 27

CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS

5.1 Summary and Conclusion 32

5.2 Business Implications 33

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5.3 Limitations of the Study 33

REFERENCES 35

APPENDICES

APPENDIX A THE IN-DEPTH INTERVIEW QUESTIONS 38

APPENDIX B QUESTIONNAIRE 39

BIOGRAPHY 47

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LIST OF TABLES

Tables Page
2.1 In-depth interview sampling selection 9
2.2 Online survey sampling selection 10
3.1 Example of Dummy Table using to analyze the online survey 13
4.1 Participants’ profiles for the in-depth interviews 15
4.2 Respondents’ age group of the online survey 19
4.3 Respondents’ gender and education 20
4.4 Respondents’ behavior 21
4.5 Analysis of Mean and Standard Deviation of perception on digital payment 22
4.6 2-independent sample t-test of perception toward digital payment 23
4.7 Mean and Standard Deviation of attitudes on digital payment 24
4.8 2-independent sample t-test of attitudes towards digital payment 25
4.9 Covid-19 effect to payment channel 26
4.10 Summary of intention of use 27
4.11 Crosstab to analyse difference of intention to use digital payment 28
between adult and young
4.12 Net Promoter Score 28
4.13 Correlation between Net Promoter Score and Attitudes toward Digital 29
Payment

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LIST OF FIGURES

Figures Page
2.1 Technology Acceptance Model (TAM) 5
2.2 Stimulus Theoretical Framework 6
2.3 Unified Theory of Acceptance and Use of Technology (UTAUT) 7
3.1 Analyzing map 12

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CHAPTER 1
INTRODUCTION

1.1 Problem Statement and Research Purpose

In the digital age, technology is growing exponentially and become a part

of every industry. From the government policy that wants to push up the country to
Thailand 4.0, the banking and financial industry is one industry that has a significant
impact on digital disruption. Many banks have reduced the number of their branches
and switch to develop platforms to support digital banking. A lot of financial
applications launch to provide conveniently and 24 hours service to the consumer.
These digital payments have affected consumer behavior. The young generation from
generation Z to the millennial generation who are growing and embrace technology
become an early adopter. In contrast, the older generation from generation X and baby
boomers need to adjust their perspective and shifting their behavior to adopt the new
technology.
According to the COVID-19 pandemic, the government has many
defensive measures to control the disease's prevalence, especially lockdown in many
places and activities to maintain social distancing, bringing people to the new normal
behavior rapidly. One of the significant impacts is on spending habits, not just
category or value to the product they consider to spend but also the channel of
spending. A lot of transaction happens via a contactless channel to avoid contact with
a disease. The statistic about “Volume of Payment Transaction processed through
Payment system and channels” from Jan 2020 - Jun 2020 (Bank of Thailand, 2020)
shows that Thai people do digital payment transactions, increasing more than 20%.
The high volume of spending via digital channels is the sight that all service providers
need to consider to grab this high-value opportunity.
This study is a contemporary topic in applied marketing in the area of
technology. The primary purpose is to understand the adult Thai consumer's attitudes,
perceptions, and behavior toward digital payment, both newly adopters and existing
users. The secondary objective is to explore the dynamic of Thai consumers' behavior
spending on digital payment channels. The study aims to determine factors that affect

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consumers' intention to provide suggestions to service providers, both bank and non-
bank, to consider when developing new products or enhancing customer experience to
consolidate with the new normal.
Important questions that the result of this study will answer are:
 What is the key concern when consumers select a digital payment
method?
 What are the critical factors that make consumers motivate and
influence Thai consumers using digital payment?
 Is COVID-19 truly an impact on consumer adoption in digital
payment?
 Are they tend to shift to use digital payment instead of traditional
payment like cash onward?

1.2 Research Objectives

The objectives of the study are as follows:

1. To understand the attitudes and perceptions of Thai consumers toward
digital payment.
2. To understand the adult consumer's intention to use and adopt digital
payment.
3. To explore the dynamic of Thai consumers' behavior spending on
digital payment channels after COVID -19.
4. Determine factors that service providers need to concern to meet
customer satisfaction and consistent future direction of digital payment

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CHAPTER 2
REVIEW OF LITERATURE

2.1 Cashless Society Situation in Thailand

A cashless society is an economic concept where online banking is used

rather than actual physical money. By becoming a cashless society country, it would
become beneficial to the country by reducing the banknote in the economic system,
which can reduce the cost of production of physical money and can be investigated
easily. Thomas (2013) divided the cashless society into four states; inception, tipping
point, transition, and advanced. In this research, various methods such as the ratio of a
non-digital transaction and digital transaction and the growing cashless payment rate.
The fourth state (Advanced) is the state that all of the transaction occurred using
online banking where almost all the population in the country have a debit card, and
all merchants accept digital society. The example of the countries with the advanced
state is Sweden and Canada, with a cash per GDP ratio of only 1 per cent. On the
contrary, Thailand is still in the first state (Inception), which is the same as India,
Taiwan, Malaysia, and Indonesia. The cash per GDP of Thailand is around 9.1%
which is closer to China which is the country in the second state (Tipping point)
(Kongpali, 2020).
Moreover, the COVID-19 pandemic creates a shift in the transaction
channel to the online platform to reduce the contact during the payment process and
maintain the social distancing. According to the Bank of Thailand’s statistics (2020),
the amount of transaction of the Thai customer through online platform increased
from 49 transactions per person per year to 151 transactions per person per year in
2020 (data as of the April of 2020). This shift in transaction platform is directly
related to the technology development and Thai government policy, which attempt to
push Thailand transaction channel to become a cashless society in 2021 with the
National e-payment master plan. The plan includes government digital payment
support such as Prompt Pay, e-Tax Invoice, and many projects that let Thai people get
welfare back to their bank account quicker than the traditional way (Sripana, 2019).

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2.2 Digital Payment

According to the Bank of Thailand (2020, digital payment is the channel

that allows the customer to make a payment through the electronic method of bank
and non-bank divided into four instruments. There are Card Payment, Internet
Banking, Mobile Banking, and e-Money. e-Money refers to a smart card, multi-
purpose stored value card, and e-Wallet.

2.3 Characteristics of Adult

This independent study aims to study the population age from 30 years
old and above which are mainly in generation X or people who born between 1965 to
1980 ー which accounted for more than 50 per cent the overall Thai population
(Thailand Board of Investment, 2020)
This generation is also called the Sandwich Generation, which means the
generation that is both children and parent. They have the decision power regarding
the spending of an overall family member, moreover, they also have high earning and
spending power. One essential resource of this generation is time, they tend to be a
planner and time manager. Therefore, this generation, generation X, is the main target
of family product and any technology and innovation that could help them save time
and well-being (TCDC, 2020).

2.4 Academic Theory Implication

2.4.1 Technology Acceptant Model (TAM)

The theory of technology acceptant model (TAM) was first
introduced by Davis in 1989 which then developed into the finalized version in 1996
by Venkatesh and Davis. The goal of this theory is to determine how new technology
and innovation are being accepted. The theory contains three main factors that have
an effect on customer behaviour. The factors consist of External Variable, Perceived
Ease of Use, and Perceived Usefulness. External Variable is the factor that could
influence the belief of the person toward the system. Perceived Ease of Use is referred

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to the degree of customer prospects the ease of use of the system to complete the task.
Perceived Usefulness is defined as the user perspective that using the system could
increase their task performance within an organizational context as shown in Figure
2.1

Figure 2.1 Technology Acceptance Model (TAM) (Venkatesh and Davis, 1996)

In 2008, Venkatesh and Bala developed an integrated technology

acceptance model known as TAM3 by merging TAM2 (Venkatesh & Davis, 2000)
and the determinants of perceived ease of use model by Venkatesh (2000). TAM3 is
the model that perceived ease of use, perceived usefulness, computer anxiety, and
behavioural intention moderated by experiences such as subjective norm, computer
anxiety, computer playfulness as anchors, perceived enjoyment, and objective
usability as adjustment. “TAM3 presented a complete nomological network of the
determinants of users’ Information Technology System adoption” (Venkatesh & Bala,
2008).
2.4.2 Theoretical Framework
According to Lai (2016), Stimulus Theoretical Framework is a
framework that adapting TAM in the version of Venkatesh and Davis (1996) to
measure behaviour intension to use of consumer by leaving actual usage or usage
behaviour and including security as the factor which have a relationship which can
influence consumer’s intention to use in both direct and indirect way. Furthermore,
Lai (2016) adding design as one of the factors in the framework as well. Both security
and design will reflex the system and feature capabilities. While the perceived ease of

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use and perceived usefulness are the factor that motivates consumers to use the
technology as shown in Figure 2.2.

Figure 2.2 Stimulus Theoretical Framework (Lai, 2016).

2.4.3 Unified Theory of Acceptance and Use of Technology (UTAUT)

The UTAUT consists of four factors that can affect consumer’s
behaviour intention of use. There is Performance expectancy is “the degree to which
an individual believes that using the system will help him or her to attain gains in job
performance”, Effort expectancy is “the degree of ease associated with the use of the
system”, Social influence is “the degree to which an individual perceives that
important others believe he or she should use the new system”, and Facilitating
conditions is “The degree to which an individual believes that an organizational and
technical infrastructure exists to support the use of the system” (Venkatesh, Morris,
Davis, & Davis, 2003) as shown in Figure 2.3.

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Figure 2.3 Unified Theory of Acceptance and Use of Technology (UTAUT)

2.4.4 Technology Anxiety

Technology anxiety is a reference from computer anxiety and refers
to attitude toward technology. People who have a negative attitude toward computers
and technology tend to have technology anxiety characteristics (Garland & Noyes,
2004). Technology anxiety can cause by previous computer experience, age, gender,
self-efficacy, and mathematic anxiety (Tsai-Hsuan Tsai, Wen-Yen Lin, Yung-Sheng
Chang, Po-Cheng Chang, Ming-Yih Lee, 2020). Nowadays, while Millennial people
are enjoying and embracing technology and payment innovation, the Older generation
needs to adapt and shift their perspective and behaviour. All the fear and lack of
experience create fear of fraud, privacy loss, identity theft, and wrong processing
(Burgos, 2020), a kind of technology anxiety to the older generation.

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CHAPTER 3
RESEARCH DESIGN

3.1 Research Methodology

The study will be using secondary and primary data, which is both
qualitative and quantitative research. The research will divide into two parts the first
part is exploratory research, and the second part is descriptive research. The Data
obtained from the research approach to answer the research objective to study
adoption, usage behaviour, attitude, perception, and intention of Thai consumers
toward digital payment.

3.1.1 Exploratory Research

In this independent study, these research methodologies were used
to conduct the study
3.1.1.1 Secondary Research
Secondary research is an engaging method to collect
information and summarize existing data to increase the overall effectiveness of the
research. The data was collected from creditable publications, books, academic
journals, and reliable website. The information that gathering in this step could lead to
a better understanding of digital payment in Thailand. It would allow for a better
understanding of the overall picture of digital payment usage data, explore consumer
spending trends, understand the government policy and the plan to support the
cashless society, and the other relevant information regarding the topics. Furthermore,
the secondary research data would also help to establish a comprehensive assumption
and guideline to collect the primary data.
3.1.1.2 In-depth Interview
An in-depth interview is a qualitative data collection method
where the interviewer asks the interviewee various question regarding the topic of
interest to gather insight and find the actual pain point which could lead to the attitude
and behaviour toward the digital payment. A semi-structured questionnaire would be
taken place by using the data gathered from the secondary research as a guideline to

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generate the list of questions for the in-depth interview. The interview focused on the
attitude, perception, intention, and usage behaviour towards digital payment.
3.1.2 Descriptive Research
Descriptive research is the research aimed to understand Thai
consumers’ attitudes and perceptions toward digital payment, identify the key factors
affecting the adult consumers’ intention, and identify critical factors to motivate and
influence Thai consumers to choose digital payment as the objective 1-3 suggested.
3.1.2.1 Online Survey
In this study, the online survey was used as the main channel
to gather the data for quantitative research. The structure of the survey was
constructed to be a close-end survey with language that matches with the respondents
to allow for an easier understanding of the respondents.

3.2 Sampling Plan

3.2.1 In-depth Interview

The participants criteria are as follow:

Table 2.1

In-depth interview sampling selection

Sample Size  2 persons for dry-run session
 8 persons for data collecting
Age 30-60 years old
Gender Male and female
Living area The urban area of Thailand
 4 persons in Bangkok and vicinity
 4 persons in other provinces
Experiences  Mobile device user
 Digital payment user who use at least one digital payment
method in the list:
- Mobile banking - QR payment
- e-Wallet - e-Money
- Internet banking - Card payment

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3.2.2 Online Survey

Respondents’ screening criteria are as follow

Table 2.2

Online survey sampling selection

Sample Size 433 responds
Age 30-60 years old (Generation X and above)
Gender Male and female
Living area The urban area of Thailand
 4 persons in Bangkok and vicinity
 4 persons in other provinces
Experiences  Mobile device user
 Digital payment user who use at least one digital payment
method in the list:
o Mobile banking
o QR payment
o e-Wallet
o e-Money
o Internet banking
o Card payment

3.3 Data Collection

3.3.1 In-depth Interview

The in-depth interview in this study was conducted through online
platforms such as Zoom, Line, and WebEx and a face-to-face interview. The
interview is a one-on-one interview for the privacy of the respondents. In this section,
10 interviews were conducted of which 2 were the dry-run session to test the sequence
and the questionnaire and the other 8 were actual interviews to collect primary data
for the study. In each session, the interview would last for 30 to 45 minutes.
3.3.2 Online Survey
The online survey was conducted through the web which developed
for the questionnaire such as Google form and survey monkey. After the survey was
developed, it was mass distribute via social media such as Facebook, and Line along

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with through the personnel contact and e-mail. The collected data was then analyzed
using Statical Package for Social Sciences (SPSS). The programme was used to
ensure the reliability, the validity of the data along with analysis for frequencies and
means of the data, differences in the response group, and the connection between each
variable.

3.4 Data Analysis

The researcher will use the data collected in each part will be used for
analysis to deliver the answer to the research objective as follows:

3.4.1 Data Analysis Plan for Exploratory Research

3.4.1.1 Secondary Research
The secondary data obtained from creditable publish will
analyze to understand the overview of digital payment in Thailand. The researcher
will use digital payment usage statistics and all the relevant data to perform the
questionnaire's answer and question, both in-depth interviews and the online survey.
3.4.1.2 In-depth Interviews
The researcher will use data gathered in this state to
understand perception, behavior, attitude, and factor that affect the intention of use
toward digital payment of adult Thai consumers and find a relationship between each
variable. In addition to better understanding, the researcher will use the data from in-
depth interview sessions to design a questionnaire in the online survey.
3.4.2 Data Analysis Plan for Descriptive Research
3.4.2.1 Online Survey
The researcher will use statistical data obtained from the
online survey to identify intention to use the digital payment of Thai adult consumers
(30 years old and above), factors that influence and motivate them to adopt the digital
payment, and explore the dynamic of digital payment usage among the target
consumers. The data in this step will process by the SPSS program to calculate the
mean, frequencies, correlation, and recreation between each variable. (Figure 3.1)

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Figure 3.1 Analyzing map

Factors and variable will be analysis using the analysis tool as the
example in the table below:

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Table 3.1

Example of Dummy Table using to analyze the online survey

Objective Variables/Factors Analysis Tools
1 Age Frequency, Mean, Median, Mode,
Standard Deviation, and Range
1 Gender Frequency and percentage
1 Education Frequency and percentage
1 Living area Frequency and percentage
1 Digital payment experience Frequency, Mean, Median, Mode,
Standard Deviation, and Range
1, 2, 3 Usage Behavior Frequency, Mean, Median, Mode,
Standard Deviation, and Range,
Likert scale
1, 2 Frequency of use Frequency, Mean, Median, Mode,
Standard Deviation, and Range,
Likert scale
2 Perceive Usefulness Likert scale
2 Perceive Ease of Use Likert scale
2 Security Likert scale
2 Influence Frequency, Mean, Median, Mode,
Standard Deviation, and Range
3 Intention to use after Frequency, Mean, Median, Mode,
COVID-19 and onward Standard Deviation, and Range,
Likert scale

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CHAPTER 4
DATA ANALYSIS AND RESULTS

4.1 Exploratory Research

4.1.1 Key Findings from Secondary Research

Today, the behaviour of the consumer toward the financial market is
changing. The consumer tends to shift towards cashless behaviour which can be
shown by the growth of the digital technology infrastructure communication and
financial innovation. Consumer started to use online payment in more places such as a
convenience store, restaurant, transportation, and donation. One factor that can help
shift consumer toward online payment is that consumer can have various choice to
choose to do the transactions such as credit/debit cards, internet banking, mobile
banking, QR code, and e-wallet without using any physical money.
According to the bank of Thailand (2020), the trends of physical
money is still steady meaning that it is still used in daily life, however, digital banking
has grown exponentially for 2-3 years. During 2016, the usage of digital banking of
the Thai population on average was 49 transactions per person per year, but it
significantly increased to 151 transactions per person per year in 2020. The increase
in digital banking is the impact of the government policy of the Prompt Pay project,
which was the starting point of deducting the transaction fees when the consumer
transfer money to the different banking institution and the QR payment has also
increased dramatically to 6 million service spots in Thailand.
The COVID-19 pandemic is considered to be one major factor in
transforming the way that Thai consumer perceive online banking and the attitude
toward payment through an online platform. Before COVID-19, the major user of
online banking is the population age between 25-34 years old, in the urban area.
However, after the COVID-19 pandemic situation become better the online banking
e.g. mobile banking and e-wallet usage has increased significantly. The contribution
of consumer age from 35-44 years old has increased, reflect the change in consumer
behaviour that motivates the high competitive market among Mobile banking and e-
Wallet in the digital payment channel. (Kasikorn Research Center 2020).

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4.1.2 Key Findings from In-depth Interview

In order to understand consumer technology anxiety, current
behaviour and attitude toward digital payment, in-depth interviews were conducted
with 10 participants in February 2021. The participants have consisted of 5
participants age from 30 to 39 years old, 3 participants age 40-49 years old, and 2
participants age above 50 years old where all of the participants were match with the
screening criteria as the participants’ profile are shown in Table 4.1

Table 4.1

Participants’ profiles for the in-depth interviews

NO. Name Gender Age Living Area Channels

1 K.Appisara Female 30 Bangkok Face to Face
2 K.Phuttipa Female 48 Samutsakorn Phone Called
3 K.Karnjana Female 55 Pathumthani Line Call
4 K.Tookta Female 43 Bangkok Line Called
5 K.Ajchara Female 43 Bangkok Line Called
6 K.Chiyawat Male 58 Nonthaburi Line Called
7 K.Preeyapa Female 30 Bangkok Line Called
8 K.Pawit Male 35 Bangkok Line Called
9 K.Apirak Male 35 Bangkok Line Called
10 K.Todsapol Male 38 Bangkok Line Call

The result of the in-depth interview can be concluded as following

4.1.2.1 Technology Anxiety
A large portion of the participants is aged in the “Digital
immigrant” generation which means that they were born before the digital age but can
grant access and use the technology from the change in trend around the world. Most
participants gave a similar answer to being nervous and afraid of making mistake
during using the digital payment. However, they often have someone who has the
knowledge to help them e.g. their children or friends.
“At first I wasn’t sure how to use the digital payment, so I
was afraid of making a mistake that cannot be fixed especially because it is about

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money. Therefore, in the beginning, I asked my son to help me do all of the digital
payment but after a while, I started to understand and asked him to teach, I can do it
myself. However, if there is something new which I have not done before I’m still
afraid to do it myself” (K.Phuttipa, Female, 45 years old)
“I have to admit that now everything has changed, when we
want to buy something, we need to use more digital payment. In the beginning, I was
talking to my friends, sharing how to use it after a while all my friend including me
start to ask others to help teach us how to use it” (K. Karnjana, Female, 55 years old)
“When things started to change, it was very difficult for me
to accept it because I don’t believe that it is safe, I didn’t even have the application on
my phone. But I got through it because I need to transfer money by myself and asked
my boyfriend to teach me because he has more knowledge about it. After I understand
how it works, it becomes more convenient for me to check on my account which makes
me feel relief.” (K. Tookta, Female, 43 years old)
“I have used the digital payment for a year now, at first I was
not sure about the system and the security of it but after using it often I started to
believe and confident with it” (Chaiyawat, Male, 56 years old)
4.1.2.2 Current Behavior, Usage and Customer Experience
towards Digital Payment
Even though a large portion of the participants started to be
familiar with the digital payment but 80 per cent of the participants still keep some
cash in their pocket because it gives them a sense of security and believes that there
are no places that would not accept the cash. However, they still prefer to use digital
payment if possible due to it is more convenient. Small portions of the participant
which ages 30-35 stated that they do not want to bring the wallet with them but rather
to only carry their mobile device with them especially when they only travel to the
convenience store or store close to their place.
“Cash is mentally valuable and more tangible, you feel
comfortable when you carry them with you. Everywhere you go, there are people who
still use cash” (K. Karnjana, Female, 35 years old)

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“The wallet is too big, if you only go to 7-11 for a quick pick
up under your condominium or close by it is a lot more convenience to just carry your
mobile phone” (Apisara, Female, 30 years old)
“If the store has the option to digital transfer rather than the
traditional way, I would always choose to use the digital transfer. I used QR code to
transfer the money most of the time because it is very convenient, you can just scan
then go and do not have to wait for the change.” (Apirak, Female, 33 years old)
However, most of the participants state that it is not always to
use the mobile phone to transfer the money, but it is up to the promotion and the value
of the transaction. If the product and service are more than 10,000 baht, the
participant chose to search for the credit payment or promotion instead of digital
transfer. Because the digital payment, in this case, mobile transfer, is the lack in the
promotion such as point collection, reward, cashback and even the instalment with a
low-interest rate.
“If the value of the product or service is small, I chose to
transfer the money or pay with cash however if it worth more than 10,000 baht I
prefer to use a credit card because I want to collect point and some also have a top-up
discount” (K. Phuttpa, Female, 45 years old)
4.1.2.3 Attitude and Perception towards Digital Payment
Most of the participants stated that at first, they feel not
comfortable with digital payment, however, the world is rapidly changing which
means that they need to adapt and learn how to use digital payment. It is hard to deny
that digital payment in today's time is more convenient, sage, and easier to keep track
of all transaction that happened than using the traditional way that they have used in
most of their life.
However, when the participants were asked about the future
of digital payment if it would become easier and more convenient. All of the
participants mentioned their worry about the security and privacy of the transaction.
This indicated that in their perception, they relate the ease of use with the safety of the
transaction. Moreover, all participants indicated their trust in the banking and well-
known company when talking about their security of the digital payment.

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“I feel confident about the safety of all of my digital

transaction, it is very convenient. However, the brand of the service provider needs to
be reliable or well-known because it has an effect on the creditability and the trust in
the service.” (K.Paweena, Female, 49 years old)
“I have used the digital payment for 3 years now, from the
beginning, I did not have any worry about it because it is the service provided by the
bank. It is very easy to keep track of all transaction in real-time, so I don't need to be
afraid of losing money” (Ajcjarawan, Female, 43 years old)
“I am confident in all digital transaction occurred under the
bank service. It is very safe and also very convenient” (Apisara, Female, 30 years old)

4.2 Descriptive Research

4.2.1 Key Findings from the Online Survey

A study of Thai adult consumers’ attitude, perception, and
behaviour toward digital payment was conducted by collecting data through an online
survey. The survey received 433 responses where 327 responses came from the adult
(age above 30 years old) and 106 responses came from the young adult (age 20 to 29
years old). All of 433 response can from the area in Bangkok and around its
perimeter. The data was then analyzed using the statistical Package for Social Science
(SPSS) programme.
4.2.1.1 Summary of the Respondent’ Demographic Profile
Table 4.2 shows the distribution of respondents’ age range to
identify the main age group of the adult when referring in this report

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Table 4.2

Respondents’ age group of the online survey

Age Frequency Percentage
Young 20 – 29 106 24.5%
30 – 39 139 32.1%
40 – 49 113 26.1%
Adult
50 - 59 59 13.6%
Above 60 16 3.7%

In this study, the adult is referred to the respondents who are

age above 30 years old which account for 75.5 per cent of the total respondents. The
majority of the adult is the age between 30 to 39 years old which accounted for 32.1
per cent then followed by respondent aged from 40 to 49 at 26.1 per cent. The young
adult respondents accounted for 24.5 per cent, this group of respondents would be
used to compare the behaviour, perception, and attitudes toward digital payment.
The majority of respondents are female and accounted for
79.2 per cent of adult respondents and 67 per cent of young adult respondents.
Furthermore, the education level of each age group also differs where 52.6 per cent of
the adult respondents have a master degree as their highest education level and 37.9
per cent has a bachelor degree as their highest education level. On the contrary, only
26.4 per cent of the young adult respondents have a master degree as their highest
level of education and 71.7 per cent has a bachelor degree.as shown in Table 4.3.

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Table 4.3

Respondents’ gender and education

Adult Young
Demographic
Frequency Percentage Frequency Percentage
Female 259 79.2% 71 67.0%
Gender Male 66 20.2% 31 29.2%
Other 2 0.6% 4 3.8%
High School 8 2.4% 0 0.0%
Bachelor’s Degree 124 37.9% 76 71.7%
Education
Master’s Degree 172 52.6% 28 26.4%
Ph.D. and Above 23 7.0% 2 1.9%

4.2.1.2 Summary of the Respondents’ Behavior on Digital Payment

When using SPSS to compare adult and young adult
consumer on the digital payment channel. The result has shown that more than 70 per
cent of the adult and young adult are currently using digital payment in some way.
However, the key differences that differ between adults and young adults are credit
cards. The data have shown that adult tends to use a credit card when they shop in the
supermarket, department store, and the bills while young adult use money transfer
services such as prompt pay, debit card, and even e-wallet. Table 4.4 shows the
difference in respondents’ behaviour.

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Table 4.4

Respondents’ behavior
Adult Young
Payment Channels
Frequency Percentage Frequency Percentage
Cash 293 89.6% 98 92.5%
Automatic Debit 158 48.3% 46 43.4%
Mobile Banking Transfer 256 78.3% 91 85.8%
Prompt Pay 203 62.1% 79 74.5%
QR Code 250 76.5% 89 84.0%
Debit Card 63 19.3% 54 50.9%
Credit Card 243 74.3% 55 51.9%
e-Wallet 113 34.6% 60 56.6%
Internet Banking 184 56.3% 69 65.1%

4.2.1.3 Analysis of Respondents’ Perception on Digital Payment

Table 4.5 shows the analysis of mean and standard deviation
of perception toward digital payment. This would help to describe perception scores
of the adults and young adults.
To make payment, adults prioritized safety which shown by
the average score of 4.63 which then followed by the fee exemption at 4.54 and the
convenience at 4.49. On the contrary young adult prioritize the fee exemption which
showed by an average score of 4.6 followed by convenience at 4.57 and time required
at 4.51. Moreover, instalment options scored the least for both age groups. The data
have shown that safety is more important to the adult more than the young adult but in
term of promotion, it has an effect on both age group. The promotion can involve
discount, privilege, and cashback.

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Table 4.5

Analysis of Mean and Standard Deviation of perception on digital payment

Adult Young
Mean S.D. Mean S.D.
Personal Convenience 4.5 0.7 4.6 0.7
Fast 4.4 0.7 4.5 0.7
Safety 4.6 0.7 4.5 0.7
Shop Convenience 3.7 0.9 3.8 1.0
Enough budget 4.2 0.9 4.3 0.8
No Fee 4.5 0.7 4.6 0.6
Installment 3.4 1.1 3.3 1.3
Point Collection 3.7 0.9 3.6 1.1
Cash Back 3.7 0.9 3.7 1.0
Discount 4.2 0.8 4.2 0.9
Privilege 4.0 0.8 4.0 0.9

To analyze and compare the perception towards digital

payment between adult and young adults. The perception is measured using a scale of
1 to 5. There are 2-independent sample t-test was used in this study to test the
hypothesis (Table 4.6)
H0: there is no difference in perception towards digital
payment between adult and young adult
H1: there is a difference in perception towards digital
payment between adult and young adult

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Table 4.6

2-independent sample t-test of perception toward digital payment

t-test p-value
Personal Convenience -.968 .333
Fast -1.659 .098
Safety 1.838 .067
Shop Convenience -.825 .410
Enough budget -1.320 .187
No Fee -.862 .389
Installment .859 .392
Point Collection .795 .428
Cash Back -.018 .986
Discount -.501 .616
privilege -.297 .767

The result has shown that there is no significant difference in

the perception toward digital payment between the two ages group. Every perception
has a p-value higher than 0.05. Hence, the null hypothesis (H0) is failed to reject. It
means that both age groups have the same perception towards digital payment.
4.2.1.4 Analysis of Respondents’ Attitudes toward Digital Payment
This section describes perception scores between adult and
young adult. Table 4.7 shows the comparison of the mean and standard deviation of
attitude between adult and young adult.

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Table 4.7

Mean and Standard Deviation of attitudes on digital payment

Adult Young
Question
Mean S.D. Mean S.D.
I concern about discomfort in the use of technology 1.7 1.0 1.5 1.0
I prefer to used digital payment to cash 4.1 1.0 4.3 1.0
I thought the digital payment was easy to use 4.5 0.7 4.6 0.7
I think I would need the support of a technical person to be 2.9 1.4 2.6 1.4
able to use the digital payment
I think digital payment systems are difficult to use 1.9 1.0 1.7 1.0
I would learn to use digital payment very quickly. 4.3 0.8 4.6 0.8
I am very worried about my privacy and/or security when I 3.4 1.2 3.0 1.2
use digital payment
I am very concerned about controlling spending amount 2.9 1.4 3.2 1.5
when I use digital payment
I am very concerned about inadequate error/ breakpoint/ 3.4 1.2 3.7 1.2
dispute of handling when I use digital payment
I needed to learn a lot of things before I could get going with 2.3 1.2 2.0 1.2
digital payment
I prefer to use digital payments because its convenient, but 2.8 1.1 3.2 1.2
acceptability is low
Whether the digital payment is available affect my decision 3.1 1.2 3.5 1.3
making about purchasing the product and service

Both adult and young adult shows a similar attitude of the

digital payment is very easy to use with the mean score of 4.5 and 4.6 respectively.
The young adults have slightly higher scores of 4.6 in quickly learning how to use the
digital payment of 4.6 when compared to 4.3 of the adults. However, both adults and
young adults prefer to use digital payment over using cash.
To analyze and compare attitudes towards digital payment
between adult and young adults. The perception is measured on a scale of 1 to 5. The
2-independent sample t-test was used in this report to test the hypothesis (Table 4.8)
H0: There is no difference in attitude towards digital
payment between adult and young adult

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H1: There is a difference in attitude towards digital payment

between adult and young adults.

Table 4.8

2-independent sample t-test of attitudes towards digital payment

Question t-test p-value

I concern about discomfort in the use of technology 1.642 .101
I prefer to used digital payment to cash -1.197 .232
I thought the digital payment was easy to use -.597 .551
I think I would need the support of a technical person to be able 1.759 .079
to use the digital payment
I think digital payment systems are difficult to use 2.078 .038*
I would learn to use digital payment very quickly. -3.217 .002*
I am very worried about privacy and/or security when I use 3.223 .001*
digital payment
I very concerned about keeping control of spending when I use -1.609 .108
digital payment
I very concern about inadequate error/ breakpoint/ dispute -1.844 .066
handling when I use digital payment
I needed to learn a lot of things before I could get going with 2.209 .028*
digital payment
I prefer to use digital payments because its convenient, but -2.869 .004*
acceptability is low
The inability to use digital payment affect my decision making -3.402 .001*
when purchasing product and service

The result t-test shows that there are 6 attitudes that are
significantly different between adult and young adult. The first adult shows that their
attitude of digital payment is difficult and complicated with the score of t-test at 2.708
and p-value of 0.038 which is 0.24 higher than the young adult. Second, adult shows
to take a longer period to learn how to use the digital payment with a t-test score at -
3.217 and a p-value of 0.002 with the mean score is 0.28 less than young adult. Adult
also shows more concern about their privacy and/or security when using digital
payment with a mean score of 0.44 higher than the young adult. Adult shows that they

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need to learn a lot of things before understanding how to use the digital payment
which is shown by the t-test score at 2.209 and p-value of 0.028 and the mean that is
0.29 higher than the young adult. Adult also shows to disagree with the preferences of
the convenience of using digital payment with the mean score 0.36 lower than the
young adult. Lastly, adult shows that the ability to use digital payment has no effect
on their decision making when purchasing goods and services.
4.2.1.5 Summary of COVID-19 Effect
The effect of COVID-19 on the payment channel chosen by
the consumer was compared and analyzed.

Table 4.9

Covid-19 effect to payment channel

Adult Young
Impact from Covid
Frequency Percentage Frequency Percentage
Impact: more cash, less digital payment 5 1.5% 2 1.9%
Impact: more digital payment, less cash
212 64.8% 67 63.2%
payment
Impact: Only digital, no cash payments 6 1.8% 9 8.5%
No impact: I normally use more cash,
30 9.2% 11 10.4%
less digital payment
No impact: I normally use more digital
74 22.6% 15 14.2%
payment, less cash payment
No impact: I normally use only digital,
0 0.0% 2 1.9%
no cash payments

According to the result shown in table 4.9, COVID-19 has a

significant impact on the payment channel chosen by the adult and young adult. 64.8
per cent of the adult’s responses show that COVID-19 lead to significant shifts toward
digital payment from the traditional way, however, around 22 per cent of the adult’s
response shows no impact from COVID-19 since they are already digital payment
users. In comparison, young adult shows that around 63 per cent of the response
indicate the effect of COVID-19 toward the shift in payment channel and 14.2 per
cent shows no effect from the COVID-19 since the responses are already digital

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payment users. There are 8.5 per cent differences between adult and young adult in
term of the respondent using only digital payment.
4.2.1.6 Intention to Use and Net Promoter Score
The net promoter score was analyzed and compared between
adult and young adult

Table 4.10

Summary of intention of use

Adult Young
Intention
Frequency Percentage Frequency Percentage
< 20% 5 1.5% 3 2.8%
20% - 39% 12 3.7% 4 3.8%
40% - 59% 58 17.7% 15 14.2%
60% - 79% 137 41.9% 31 29.2%
80% - 100% 115 35.2% 53 50.0%

From the result shown in table 4.10, it shows that around

41.9 per cent of adults are intended to use the digital payment for their 60 to 79 per
cent of their future purchases, and 35.2 per cent of adult intended to used digital
payment for 80 to 100 per cent of the future purchase. However, there are significant
differences between the two age group where 50 per cent of the young adult intended
to use the digital payment for 80 to 100 per cent of the future purchase.
The crosstab was also used to analyze and compare the
difference of intention to use digital payment between adult and young adult as shown
in table 4.11. Since the data is nominal, Chi-square was used to test the hypothesis
H0: There is no difference in intention to use digital payment
in the next 1 year
H1: There is a difference in intention to use digital payment
in the next 1 year

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Table 4.11

Crosstab to analyse difference of intention to use digital payment between adult and
young
Adult Young
Intention
Frequency Percentage Frequency Percentage
< 20% 5 1.5% 3 2.8%
20% - 39% 12 3.7% 4 3.8%
40% - 59% 58 17.7% 15 14.2%
60% - 79%* 137 41.9% 31 29.2%
80% - 100%* 115 35.2% 53 50.0%

Chi-Square 8.74
p-value 0.033
Cramer’s V 0.1421

Since the number of respondents for less than 20% is very

small, this group is combined with 20% - 39% to do crosstab analysis. Chi-Square is
8.74 with p-value 0.033, which is less than significance level 0.05. So, null hypothesis
(H0) is rejected. There is significant difference in intention to use digital payment in
the next 1 year. From the frequency table, young has intention to use digital payment
up 80% - 100% of their purchasing, whereas adults will use around 60% - 79%.
Showing that young tend to almost rely on digital payment than adult.

Table 4.12

Net Promoter Score

Adults Young
Promoters 139 43% 58 55%
Passives 145 44% 37 35%
Detractors 43 13% 11 10%
NPS 29 44

From table 4.12 promoters for adult is 43%, which is lower

than Young (55%). Moreover, Detractors for Adult is 13%, which is higher than

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Young (10%). Hence, Net promoter score for Adult is 29; meanwhile Young has the
score at 44. It means that Young seems to be more likely to recommend families and
friends to use digital payment more than adult.
Analysis of correlation between Net Promoter Score and Attitudes
toward Digital Payment

Table 4.13

Correlation between Net Promoter Score and Attitudes toward Digital Payment
Adult Young
Question Pearson Pearson
P-Value P-Value
Correlation Correlation
I concern about discomfort in the use
-.325** .000 -.301** .002
of technology
I prefer to used digital payment to
.500** .000 .461** .000
cash
I thought the digital payment was easy
.453** .000 .517** .000
to use
I think I would need the support of a
technical person to be able to use the -.056 .311 .103 .295
digital payment
I think digital payment systems are
-.417** .000 -.252** .009
difficult to use
I would learn to use digital payment
.427** .000 .383** .000
very quickly.
I am very worried about privacy
and/or security when I use digital -.332** .000 -.208* .032
payment
I very concerned about keeping
control of spending when I use digital -.102 .065 -.063 .518
payment
I very concern about inadequate error/
breakpoint/ dispute handling when I -.126* .023 .106 .281
use digital payment
I needed to learn a lot of things before
-.245** .000 -.099 .314
I could get going with digital payment
I prefer to use digital payments
because its convenient, but .006 .907 .127 .194
acceptability is low
The inability to use digital payment
affect my decision making when .175** .002 .433** .000
purchasing product and service

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From table 4.13, ** Correlation is significant at the 0.01 level (2-tailed)

and * Correlation is significant at 0.05 level (2-tailed) show that NPS has significant
relationship with attitudes toward Digital Payment in many points for both Adult and
Young. P-Value of many attitudes that are less than 0.05. There are only 3 questions
that do not have significant relationship with NPS for both Adult and Young as
following
 I would like expert person to teach me on how to use digital payment
 I am concerned that digital payment will make me cannot control my
spending
 I would like to use digital payment because it is convenience but I do
not often use because there are few places support the system.
There is one question that is significant to Adult but not for Young, which
is I am concerned about internet signal when I need to do digital payment (Correlation
Coefficient = -0.126 and P-Value = 0.23 for Adult). The negative coefficient means
that Adult are less likely to recommend digital payment to families and friends
because they are concerned about the internet connection.
However, this is not the attitudes having the highest relationship to NPS
for Adult. The top 5 attitudes that have significant relationships with NPS for Adult
are
1. I normally use digital payment instead of cash if I can (Correlation
Coefficient = 0.500 and p-value = 0.000). Adult who generally use digital payment
are more likely to recommend this method to their friends and families, and vice
versa.
2. I think digital payment is the easy channel (Correlation Coefficient =
0.453 and p-value = 0.000). Adults who think that the digital payment channel is easy
have more chance to recommend the payment channel to their families and friends
too.
3. I can quickly learn how to use digital payment (Correlation Coefficient
= 0.427 and p-value = 0.000). Adult who can quickly learn how to use digital payment
are more likely to recommend this payment channel to others.
4. I think digital payment is difficult and complicated payment
(Correlation Coefficient = -0.417 and p-value = 0.000).The result of this attitude align

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with the previous attitude. It is the opposite side. Adult is less likely to recommend
digital payment to other people if they feel that it is difficult and complicated.
5. I am concerned about security while using digital payment (Correlation
Coefficient = -0.332 and p-value = 0.000). Adult who are worried about safe and
security are less likely to recommend digital payment to other people.
Top 5 attitudes for Young are slightly different with Adult as following
1. I think digital payment is the easy channel (Correlation Coefficient =
0.517 and p-value = 0.000).
2. I normally use digital payment instead of cash if I can (Correlation
Coefficient = 0.461 and p-value = 0.000).
3. Availability of digital payment has an effect on my purchasing
decision (Correlation Coefficient = 0.433 and p-value = 0.000).
4. I can quickly learn how to use digital payment (Correlation Coefficient
= 0.383 and p-value = 0.000)
5. I feel uncomfortable of using technology (Correlation Coefficient = -
0.301 and p-value = 0.002)
Comparing to Young, adult will recommend digital payment to their
families and friends if they are comfortable about it such as often use the channel or
do not feel it is difficult to use. On the other hand, Young seems to think about
convenience and ease of use.

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CHAPTER 5
CONCLUSIONS AND RECOMMENDATIONS

5.1 Summary and Conclusion

Due to this digital era, most people, whether adult or young, start shifting
their behavior to use less cash and spend more with digital payment. The way of
doing a transaction is more accessible by using only a mobile phone. Even COVID-19
leads most of the digital payment rapidly due to social distancing, but Thailand is still
in the early stage compared to other countries that have already become cashless.
Therefore, it still has many gaps and opportunities that wait for fulfill to improve for
any product and service of a bank, non-bank, merchants, and all service provider to
consider when developing new products or enhancing customer experience
consolidate with the new normal.
The finding from in-depth interview and online survey are go thru by the
same direction. For behavior side, the digital payment method that adult mainly use is
mobile banking, QR code, and Credit card, while young generation mainly use mobile
banking, QR code, and Prompt Pay. The digital payment method that adult tends to
use significantly more than young is credit card. For the perception side, when have to
choose payment method adults have safety as a first priority, no fee, and personal
convenience, whereas, the first priority of young is no fee, followed by personal
convenience, and fast. For adult seem that safety is more important than young. The
influent factor when consumer choose payment channel is promotion, both adult and
young are going in the same direction which influence by discount, privilege, and
cash back, respectively. For attitude side, adult think that digital payment systems are
difficult and complicate to use than young. They need to take longer time learn to use
digital payment, and more concern about privacy and security. As a digital
immigration, people that not growing with technology, adult have to lean a lot of
things before they could get going with digital payment. Even adult and young prefer
to choose digital payment than cash but for adult merchant, seller, or service provider

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that do not receive digital payment have no effect on their consideration of purchase
which is opposite to young generation.
About the COVID-19 impact and intention to use. COVID-19 have huge
impact to both adult and young on the channel of payment between cash and digital
payment. Most of the respondents said that COVID-19 make them use less cash and
do more transaction using digital payment. For the intention to use, adult have an
intention to use digital payment 60-79%, while young generation have intention to use
digital payment around 80-100% in the next year.
Technology anxiety is not an outstanding factor in the online survey when
comparing adults and young. After looking inside about the differentiation among
adult age groups, there is no difference in other factors except that adults who are
older than 40 years old tend to a bit worry and be uncomfortable with technology
more than young age.

5.2 Business Implications

In view of the above, for banks and non-bank who would like to create a
new product or enhance the customer experience of digital payment. Besides of
focusing on the usefulness of digital payment, which most consumers have well
educated about. The service provider needs to focus on security, privacy and more
consider about ease of use to make consumers feel that the process of doing the
transaction is easy to understand and feel safe at the same time. Discount and
promotion that promote at the merchant are vital influencers that could acquire and
make consumers open to trying. For shop and merchant, having digital payment as a
purchase method is an opportunity to gain more sell and avoid leaving of consumers
because they do not have cash and need to walk away to find ATM.

5.3 Limitations of the Study

Due to the timeline to gain this many respondents, the researcher needs to
use an online survey. On the other hand, most adults who can do the online survey
tend to be more familiar with the digital technology than another group or older adult

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who is not comfortable with technology. Hence, this leads to the result that adults and
young in this research slightly different in perception and attitude. To deeply
understand adult consumers who no expert in technology may need to do more in-
depth interviews and do the face-to-face survey in further research.

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Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User Acceptance of Computer
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Policy/ArticleAndResearch/Pages/FAQ169.aspx#
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platform Epayment. Interdisciplinary Information Sciences, 22(1), 111-122
Sripana, M. (2019). The cashless society situation in thailand. Retrieved from
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Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology

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APPENDICES

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APPENDIX A
THE IN-DEPTH INTERVIEW QUESTIONS

Screening Questions
Q1. How old are you?
Q2. Where do you live?
Q3. Do you use smart phone?
Q4. Have you ever use digital payment?

Session 1: Behavior
Q5. What payment channel that you have been use?
Q6. What brand of banking and service provider of digital payment that you
use?
Q7. What payment channel that you often use mostly? And how often?
Q8. What the factor that you use to make a decision when you have to select
a payment channel?
Q9. When have to choose between cash and digital payment what do you
prefer?
Q10. Is COVID-19 impacting your payment channel usage?

Session 2: Attitude and perception

Q11. If shop, merchant, or any service provider do not receive money via
digital payment is it effect to your decision to purchase?
Q12. What do you think are the problems or obstacles of using digital
payments?
Q13. If there is a new payment method available, Do you think you will try it
as an early adopter or not?

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APPENDIX B
QUESTIONNAIRE

Questionnaire to study factors affecting the choice of payment method.

Dear, Participants

This questionnaire is a part of the studies, Master's Degree Program in

Marketing, Faculty of Commerce and Accountancy, Thammasat University. The
objective of this study is to study factors affecting the choice of payment method.

For accurate results, please answer all the questionnaires entirely and
truthfully. Personal information obtained from the questionnaire will be kept
confidential and used for academic purposes only.

If you have any further questions please do not hesitate to contact the
researchers directly via E-mail: aom.chotimamee@gmail.com or phone number
0961429144.

Sincerely Yours,

Miss Chotima Meemungtham

Researcher

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Part 1: Screening Question

D1. What is your age?

D2. Where is your living area?
 Bangkok
 Nonthaburi, Nakhon Pathom, Pathumthani, Samut Prakarn, Samut Sakorn
 Other province (End of the question)

Part 2: Survey Questionnaires

Session1: To study consumer behavior toward digital payment.

Q1: What payment channel have you used? (More than on answer)
 Cash
 Mobile Banking
 Prompt pay
 QR code
 Debit Card
 Credit Card
 e-Wallet
 Internet Banking
 other..

Q2: What payment channel that you mostly use to pay for utility bills?
 Cash
 Mobile Banking
 Prompt pay
 QR code
 Debit Card
 Credit Card
 e-Wallet
 Internet Banking

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Q3: What payment channel that you mostly use to pay for the internet and mobile?
 Cash
 Mobile Banking
 Prompt pay
 QR code
 Debit Card
 Credit Card
 e-Wallet
 Internet Banking

Q3: What payment channel that you mostly use to pay for the internet and mobile?
 Cash
 Mobile Banking
 Prompt pay
 QR code
 Debit Card
 Credit Card
 e-Wallet
 Internet Banking

Q4: What payment channel that you mostly use to pay for supermarkets?
 Cash
 Mobile Banking
 Prompt pay
 QR code
 Debit Card
 Credit Card
 e-Wallet
 Internet Banking

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Q5: What payment channel that you mostly use to pay for products and services in
department stores?
 Cash
 Mobile Banking
 Prompt pay
 QR code
 Debit Card
 Credit Card
 e-Wallet
 Internet Banking

Q6: What payment channel that you mostly use to pay for convenience store?
 Cash
 Mobile Banking
 Prompt pay
 QR code
 Debit Card
 Credit Card
 e-Wallet
 Internet Banking

Q7: What payment channel that you mostly use to pay for online shopping?
 Cash
 Mobile Banking
 Prompt pay
 QR code
 Debit Card
 Credit Card
 e-Wallet
 Internet Banking

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Q8: What payment channel that you mostly use to pay for food?
 Cash
 Mobile Banking
 Prompt pay
 QR code
 Debit Card
 Credit Card
 e-Wallet
 Internet Banking

Q9: What payment channel that you mostly use to pay for peer to peer?
 Cash
 Mobile Banking
 Prompt pay
 QR code
 Debit Card
 Credit Card
 e-Wallet
 Internet Banking

Q10: What channel do you mostly use to receive money?

 Cash
 Mobile Banking
 Prompt pay
 QR code
 Debit Card
 Credit Card
 e-Wallet
 Internet Banking

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Session2: To study consumer perception toward digital payment

Using Likert scale from 1 – 5

Q11: How important is the following topic when you use digital payment?
Very Very
Unimportant Neutral Important
unimportant Important
1 2 3 4 5
Q11.1: Convenience
(Whatever I have with me)

Q11.2: Transaction speed

Q11.3: Service Provider or

merchant capability

Q11.4: Transaction safety/

security

Q11.5: Budgeting

Q11.6: No Charges for payment

Q11.7: Installments

Q11.8: Collect point and

Reward

Q11.9: Cash Back

Q11.10: Discount

Q11.11: Privilege

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Session 3: To study consumer attitude toward digital payment

How important is the following topic when you use digital payment?
Using Likert scale from 1 – 5
Neither
Strongly Strongly
Disagree agree nor Agree
Disagree agree
disagree
1 2 3 4 5
Q13: I concern about discomfort
in use of technology
Q14: I prefer to used digital
payment than cash
Q15: I thought the digital
payment was easy to use
Q16: I think I would need the
support of a technical person to
be able to use the digital
payment
Q17: I think digital payment
systems are difficult to use
Q18: I would learn to use the
digital payment very quickly.
Q19: I am very worry about
privacy and/or security when I
use digital payment
Q20: I very concern keeping
control of spending when I use
digital payment
Q21: I very concern inadequate
error/ breakpoint/ dispute
handling when I use digital
payment
Q22: I needed to learn a lot of
things before I could get going
with digital payment
Q23: I prefer to use digital
payments because its
convenient, but acceptability is
low
Q24: The inability to use digital
payment affect my decision
making when purchasing
product and service

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Session4: Impact of COVID-19

Q25: Is COVID-19 impacting your payment channel usage?

 Impact : more cash, less digital payment
 Impact : more digital payment, less cash payment
 Impact : Only digital, no cash payments
 No impact : I normally use more cash, less digital payment
 No impact : I normally use more digital payment, less cash payment
 No impact : I normally use only digital, no cash payments

Session 5: Intention to use and Net Promoting Score

Q26: In the next year, What percentage will you decide to use digital payment?
 less than 20%
 20-39%
 40-59%
 60-79%
 80-100%

Q27: Would you recommend using digital payment to a family member or close
friend?

(Using Likert scale 0 as not recommend – 10 highly recommend )

– End of Survey Questionnaire –

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BIOGRAPHY

Name Miss Chotima Meemungtham

Date of Birth November 3, 1990
Educational Attainment Academic Year 2012: Bachelor of Science
(Information Technology for Design)
Silpakorn University
Work Position User Experience Designer
Bank of Ayudhya Co., Ltd.
Work Experiences 2018-present: User Experience Designer
Bank of Ayudhya Co., Ltd.
2014-2017: Product Designer
The Siam Ceramic Group Industry
2012-2014: Layout Artist Designer
M2 Animation Studio

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