Increasing Continual Intention to use Mobile Payment through a Half-Price Subsidy Campaign

Authors

  • Waranpong Boonsiritomachai Department of Management, Kasetsart Business School, Kasetsart University
  • Ploy Sud-On Mahidol University International College, Mahidol University
  • Noppadol Manosuthi Manosuthi Tourism Industry Management, Faculty of Business Administration and Accountancy, Khon Kaen University

Keywords:

M-payment, Attitude, Government, Economic, Coronavirus

Abstract

The Thailand government offered 21.4 million citizens a 50:50 co-payment scheme as part of the economic stimulus program. The payment scheme specifically involved the use mobile phone payments
(m-payment) and for many of the citizens, this was their first experience with m-payment. This paper aims to understand the variables that accelerate continual usage intention of m-payment in everyday life by considering the user’s attitude during the Government’s economic stimulus scheme. A sample of 506 respondents through a questionnaire approach was collected and analyzed with the Structural Equation Modeling. The findings of the research revealed that economic benefits, enjoyment, health benefit and ease of use pose as the impact on attitude toward m-payment under the government’s co-payment scheme. Also, simply positive attitude was statistically significant to explain continual intention to use m-payment. The key findings from this study provide management and government authorities with key insights and practical considerations to encourage and stimulate adoption of m-payment. The findings can also equally be applied to adoption of other technologies by better understanding and promotion of the appropriate benefits that encourage usage of new technologies.

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Published

2022-01-02

How to Cite

Boonsiritomachai ว. ., Sud-On พ., & Manosuthi น. . (2022). Increasing Continual Intention to use Mobile Payment through a Half-Price Subsidy Campaign. Modern Management Journal, 19(2), 37–48. Retrieved from https://so04.tci-thaijo.org/index.php/stou-sms-pr/article/view/253527

Issue

Section

Research Articles