DOI: 10.14457/tu.the.2020.346
title: A study of Thai adult consumers’ attitude, perception, and behavior toward digital payment

description: 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.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.