Factors Affecting Attitudes and Behavior of Choosing Payment Channels in the Digital Era

Abstract

The purpose of this study was to study the factors affecting the choice of electronic payment channels in the digital era. The study considered factors in various fields. The factors affecting decision-making consisted of attitude factors and behavioral factors of people who use electronic payment systems. By comparing educational methods with a questionnaire to collect data from the sample group in Bangkok, a suitable sample group was calculated using WG Cochran’s formula. A total of 420 samples were collected and divided into 7 geographical are as, namely Bang Rak, Sathorn, Pathumwan, Ratchathewi, Wattana, Huai Khwang, and Chatuchak. Results were analyzed using frequency, percentage, mean, standard deviation, t-test, one-way analysis of variance, Chi-Square distribution statistics, and multiple regression analysis as statistical tools. There sults found different personal factors that did not affect attitudes toward schoosing payment methods in the digital era.There were differences interms of different personal factors affecting the behavior of choosing payment channels in the digital era and different in terms of service marketing mix factors. Influencing attitudes in choosing payment methods in the digital era in terms of service marketing mix factors was related to the behavior of choosing payment channels.

Keywords

• digital era
• attitude
• behavior of choosing payment channels
• service marketing mix