FACTORS ASSOCIATING DIGITAL WALLET ADOPTION AMONG THAI SHOPPERS: AN INTEGRATION OF UTAUT AND PERCEIVED RISK THEORY
DOI:
https://doi.org/10.60101/rmuttgber.2026.297125Keywords:
Digital wallet, Digital payment, SEM, UTAUT model, Perceived risk theoryAbstract
This study examines the factors influencing Thai shoppers' behavioural intention to adopt digital wallet services, drawing on the UTAUT model and perceived risk theory. A quantitative survey method was employed in this study, conducted in Bangkok, Thailand and involved 347 respondents. Structural equation modelling (SEM) was utilized to analyze and test hypotheses. The empirical research revealed that performance expectancy, effort expectancy, and social influence significantly positively impacted Thai shoppers' behavioural intention to use a digital wallet. Additionally, perceived risk significantly negatively impacted Thai shoppers' behavioural intention to use a digital wallet.
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Copyright (c) 2026 Chaichana Wongjunya, Norrasate Sritanee, Adisorn Chaysang
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