FACTORS AFFECTING ATTITUDES AND BEHAVIOR OF CHOOSING PAYMENT CHANNELS IN THE DIGITAL ERA.

Abstract

This study focuses on Factors affecting attitude and behavior of choosing payment channels in the digital era by conducting a study on attitudes and behaviors of consumers who have used electronic payment channels by determining the scope of study in Bangkok the suitable sample was calculated by using W.G.'s formula at a 95% confidence level, 5% error was allowed. A total of 420 samples were collected and divided into 7 areas: Bang Rak, Sathorn, Pathumwan, Ratchathewi, Wattana, Huai Khwang, and Chatuchak. The results were analyzed by frequency, percentage, mean, standard deviation, t-test, one-way analysis of variance (One way-ANOVA). chi-square statistics and multiple regression analysis.

The research results consisted of Different personal factors do not correlate with attitudes towards choosing payment methods in the digital era. different at a significance level of .05. In terms of personal factors, different factors are related to the behavior of choosing payment channels in the digital era. different at a significance level of .05. In terms of marketing mix factors, it influences attitudes towards choosing payment channels in the digital era. at a significance level of .05. And the last terms of marketing mix factors, there is a correlation with the behavior of choosing payment channels in the digital era. at a significance level of .05.