Factors Affecting the Behavioral Intention to Use Mobile Fintech Payment Channel in Bangkok


  • Premyuda Meepien Master of Science Program in Finance, Thammasat Business School, Bangkok, Thailand
  • Sirithida Chaivisuttangkun Mahidol University International College


Mobile payment, Consumer Behaviour, Technology Acceptance Model (TAM), Structure Equation Modelling (SEM)


The study examines the intention to use mobile banking in Bangkok and the factors influencing this behavior. We analyze the behavioral intention across different age groups and education levels. The results indicate that perceived ease of use, perceived usefulness, attitude, perceived behavioral control, perceived security, and intention behavior significantly impact the willingness to use mobile banking. However, subjective norm and perceived COVID-19 risk were found to be insignificant factors in this context.


Aditya, & Andy. (2020, May 2). Thailand's Fintech Growth Is Amongst the Fastest In ASEAN - Startup in Thailand. StartUp in Thailand. Retrieved June 4, 2023, from https://startupinthailand.com/thailands-fintech-growth-is-amongst-the-fastest-in-asean

Ajzen, I. (1991, December 1). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50, 179-211. https://doi.org/10.1016/0749-5978(91)90020-T

Ajzen, I., & Madden, T. J. (1986, September). Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of Experimental Social Psychology, 22(5), 453-474. https://doi.org/10.1016/0022-1031(86) 90045-4

Alm, K. H., Chotiyaputta, V., & Bejrakashem, S. (2022, April). Factors Influencing Mobile Payment Adoption by Silver Generation in Thailand and Sweden. Social Science Asia, 8(2), 22-44. https://socialscienceasia.nrct.go.th/index.php/


Alsajjan, B., & Dennis, C. (2006, June). The Impact of Trust on Acceptance of Online Banking. European Association of Education and Research in Commercial Distribution, 27-30. https://bura.brunel.ac.uk/handle/2438/738

Chancharussin, N., & Tangtammaruk, P. (2019). A Study of Consumer Behavior and Decision to Use Mobile Banking. Faculty of Economics Srinakharinwirot University. http://ir-ithesis.swu.ac.th/dspace/handle/123456789/527

Choomchit, C., & Dheera-aumpon, S. (2022, August). Factors Affecting the Decision to Use Personal Loan Service via Mobile Banking Application. Journal of Buddhist Education and Research, 8(2), 130-141. https://so06.tci-thaijo.org/index.php/jber/article/view/260570

Daragmeh, A., Lentner, C., & Sági, J. (2021, December). FinTech payments in the era of COVID-19: Factors influencing behavioral intentions of “Generation X” in Hungary to use mobile payment. Journal of Behavioral and Experimental Finance, 32(100574). https://doi.org/10.1016/j.jbef.2021.100574

Grabner-Kräuter, S., & Kaluscha, E. (2003, June). Empirical research in on-line trust: a review and critical assessment. International Journal of Human-Computer Studies, 58(6), 783-812. https://doi.org/10.1016/S1071-5819(03)00043-0

Jantarakolica, K., & Jantarakolica, T. (2018, October 4). Acceptance of Financial Technology in Thailand: Case Study of Algorithm Trading. Banking and Finance Issues in Emerging Markets, 25, 255-277. https://doi.org/10.1108/S1571-038620180000025011

Jantarakolica, T., Jantarakolica, K., & Wongkantarakorn, J. (2021, June). Point of Sale and Decision to Use e-Payment Channel. Thailand and The World Economy, 39(2), 37-55. https://so05.tci-thaijo.org/index.php/TER/article/view/251891/170485

Jixiang, Y. (2021). The Factors Affecting Intention to use Mobile Payment in Chonburi of ThailandLAND. Faculty of Management and Tourism. https://buuir.buu.


Li, B., Hanna, S. D., & Kim, K. T. (2022, January 31). who uses mobile payments: Fintech potential in users and non-users. Financial Counseling and Planning. Journal of Financial Counseling and Planning, 31(1), 83-100. https://doi.org/10.1891/JFCP-18-00083

Liu, G.-S., & Tai, P. T. (2016, November). A Study of Factors Affecting the Intention to Use Mobile Payment Services in Vietnam. Economics World, 4(6), 249-273. 10.17265/2328-7144/2016.06.001

Lwoga, E. T., & Lwoga, N. B. (2017, December 5). User Acceptance of Mobile Payment: The Effects of User-Centric Security, System Characteristics and Gender. Electronic Journal of Information Systems in Developing Countries, 81(3), 1-24. https://doi.org/10.1002/j.1681-4835.2017.tb00595.x

Pin, L., & Lin, H.-H. (2005, November). Toward an understanding of the behavioral intention to use mobile banking. Computers in Human Behavior, 21(6), 873-891. https://doi.org/10.1016/j.chb.2004.03.003

Rouibah, K., Thurasamy, R., & May, O. S. (2009). User Acceptance of Internet Banking In Malaysia: Test of Three Competing Models. International Journal of E-Adoption, 1(1), 1-19. https://doi.org/10.4018/jea.2009010101

Suoranta, M., & Mattila, M. (2004, June). Mobile banking and consumer behaviour: New insights into the diffusion pattern. Journal of Financial Services Marketing, 8(4), 354-366. https://doi.org/10.1057/palgrave.fsm.477013

Valencia, S., Bautista, R., & Jeong, L. S. (2021). Know Your Customers: How Generations X and Y Perceive Mobile Payment. DLSU Business & Economics Review, 31(1), 16-28. https://www.dlsu.edu.ph/wp-content/uploads/2021/08/


Vanguard Marketing International. (2022, May). Top 5 Perceived Attributes of Innovations and Their Effect on Rate of Adoption. A Strategic, Technology Marketing Firm. https://e-vmi.com/top-5-perceived-attributes-of-innovations-and-their-effect-on-rate-of-adoption.

Electronic Media

Allen, R. (2020, November 13). Digital Marketing Models: The Technology Acceptance Model. Smart Insights. Retrieved June 5, 2023, from https://www.smartinsights.com/manage-digital-transformation/digital-transformation-strategy/digital-marketing-models-technology-acceptance-model.

Axerve. (2022, April 26). Generational comparison on the use of payment methods. Retrieved June 5, 2023, from https://www.axerve.com/en/learn/insights/generation-payments-method-comparison.

Bangkokbiznews. (2021, September 19). Six transactions through the FinTech payment. Financial Technology. https://www.bangkokbiznews.com/pr-news/business/961081

Bank of Thailand. (2021, March 26). Joint Press Release The Launch of the Interoperable QR Payment Linkage between Viet Nam and Thailand. News & Media. https://www.bot.or.th/en/news-and-media/news/news-20210324-1.html

CardConnect. (2022). Mobile Payment Security: Best Practices & Risks. Payment Security. https://cardconnect.com/launchpointe/payment-security/mobile-payment-security

Engelberg, R. (2023, May 26). Mobile Payment: Definition, Types, and Advantages (2023). Shopify Blog. Retrieved July 1, 2022, from https://www.shopify.com/blog/mobile-payment.

Giles, B. (2022, August 10). Consumers' Preferred Payment Methods, by Generations. Ingenico. Retrieved June 5, 2023, from https://ingenico.com/us-en/newsroom/blog/consumer-payment-methods.

Goddard, W. (2021, June 2). What is Mobile Payments - Types, Benefits and Examples. ITChronicles. https://itchronicles.com/mobile/what-is-mobile-payments-types-benefits-and-examples/

Kasikorn. (2020, September 1). Contactless Payment in Thailand. Kasikorn Research Center. https://www.kasikornresearch.com/th/analysis/k-econ/financial/Pages


Kongkumcha, J. (2021, November 11). Digital Payment Transformation. Economic Intelligence Center (EIC). https://www.scbeic.com/th/detail/product/7924

Mahattanalai, T. (2021, September 13). Industry Outlook 2021-2023: Digital Services and Software. Krungsri. https://www.krungsri.com/en/research/industry/industry-outlook/services/digital-software/io/io-digital-software-21

Pierce, T. (2020, July 14). The Generational Effect on Consumer Payment Preferences CU Today. https://www.cutoday.info/THE-tude/The-Generational-Effect-on-Consumer-Payment-Preferences

United Overseas Bank. (2021, November 5). FinTech in Thailand, 3Q2021. News & Insights. https://www.uobgroup.com/techecosystem/news-insights-fintech-in-thailand-3q-2021.html?filter=.Blockchain

Additional Files