Promoting habitual mobile payment usage via the Thai government's 50:50 co-payment scheme
Issued Date
2023-06-01
Resource Type
ISSN
10293132
Scopus ID
2-s2.0-85136130295
Journal Title
Asia Pacific Management Review
Volume
28
Issue
2
Start Page
163
End Page
173
Rights Holder(s)
SCOPUS
Bibliographic Citation
Asia Pacific Management Review Vol.28 No.2 (2023) , 163-173
Suggested Citation
Boonsiritomachai W., Sud-On P. Promoting habitual mobile payment usage via the Thai government's 50:50 co-payment scheme. Asia Pacific Management Review Vol.28 No.2 (2023) , 163-173. 173. doi:10.1016/j.apmrv.2022.07.006 Retrieved from: https://repository.li.mahidol.ac.th/handle/20.500.14594/83044
Title
Promoting habitual mobile payment usage via the Thai government's 50:50 co-payment scheme
Author(s)
Author's Affiliation
Other Contributor(s)
Abstract
The Thai government launched an economic stimulus initiative using mobile payments (m-payments) to alleviate the economic and public health effects of the COVID-19 outbreak. The advantages of this program and the simplicity, dependability, and contact-free nature of m-payments have led to its widespread adoption in Thailand. Many Thai individuals have never used the m-payment method before. Hence, the aim of this study was to investigate at potential factors that encourage frequent m-payment usage with an emphasis on user attitudes and continual usage intentions. The technology acceptance model and the mental accounting theory were used in this study to analyse 506 respondents who had completed a questionnaire survey. According to the structural equation modeling analysis of the survey data, Thai peoples' desire to take part in the government's co-payment program is most influenced by enjoyment, financial benefits, ease of use, health benefits, and situational factors. Surveyed participants particularly liked utilizing m-payment to benefit from the 50% rebate on full-priced goods and services. It was found that a positive attitude toward m-payment use alone is insufficient to promote long-term adoption of contactless payment technology. However, prolonged reliance on the m-payment system was shown to increase the likelihood of habitual usage.