The findings suggest that the relative advantage of mobile payments is different from that specified in previous studies and theories and includes time and place independence, availability, mobile payment options and queue avoidance. Furthermore, the adoption of mobile payments was found to be dynamic, depending on several factors such as the lack of other payment methods or urgency. Several other barriers to the adoption of mobile payments were also identified, including complexity and perceived risks.
The results provide useful information on mobile payment adoption and for the practical development of the mobile payment services. The evolution of mobile phones to smartphones allows people to connect to the world anytime, anywhere. The widespread availability of high-speed internet for mobile networks has enabled Thais to use a wider range of features and capabilities on their smartphones, including mobile payment and e-commerce.
However, the penetration of smartphone users may push the number of mobile payment users to increase overtime. The main drivers for the adoption of mobile payments in Thailand include the development of smartphone technology, development of financial institution services and consumer interest in new innovation.
LITERATURE REVIEW
- Definition of Mobile Payment
- Type of Mobile Payment
- Mobile Payment Services in Thailand
- Consumer Attitudes toward Mobile Payment
- Mobile Payment in the Commerce Sector
- The Benefits of Mobile Payments Mobile Payment Benefits for Consumers
- Mobile Payment Benefits for Businesses
- Technology Acceptance Model (TAM)
- E-commerce in Thailand
- Research Framework
- Technology Acceptance Model (TAM)
- Perceived usefulness (PU)
- Perceived ease of use (PEOU)
- Research Gap
The latest mobile payment adoption on the market is the conversion from mobile to a point of sale system, by connecting temporary hardware that allows businesses to accept credit card payments called mPOS (mobile point of sale). Mobile payment services in Thailand have developed with smartphone technology and efficient payment systems. Users' attitudes and intentions towards using mobile payment are of immense importance to researchers as it helps financial institutions such as banks and mobile payment service providers gain an advantage by accepting the key factors that influence the intention to use mobile payment.
In the past, mobile payment activity was limited, but in 2014 the BOT revised the definition between internet and mobile payment. Mckinsey Asia's 2014 Personal Financial Services Survey found that mobile payment usage in Thailand grew by 15% in 2014, with usage skewed. to affluent and young consumers (Barquin and Vinnayak, 2015). Since the beginning of 2000, mobile payment services have been envisaged in the commercial sector, mainly in the USA, Europe and some parts of Asia (Tuunainen and Mallat, 2008).
Mobile payment services have been introduced by quick service industries such as fast food restaurants and public transportation. The onus is on retail industries to adopt mobile payment channels to attract customers, provide convenience and security for consumers. A lot of literature is mentioned about the benefits of mobile payment to customers, merchants, governments and society (Arvidsson, 2014).
Nowadays the market is full of technological developments and products. Many retailers and consumers are interested in adopting mobile payments, but some are still concerned about the potential impact on losses. Access to deals and offers: Many mobile payment service providers create special offers just for their customers (Bakanowicz, 2015). Security: Mobile payment is a safe way of paying, because the payment information is not stored directly on smartphones, but in the cloud system (Nenad and Boris,2014).
More sales opportunities: Mobile payment technology gives businesses the ability to be more flexible in accepting payment, which is reflected in more revenue opportunities (Niina, 2015). Customer Loyalty: The mobile payment technology can improve customer experience and promote loyalty, for example Starbucks coffee loyalty card in Thailand. The developed technology in the mobile payment industries is increasing overtime, there are some studies to find out the acceptance of the consumer to use the mobile payment technology.
RESEARCH METHODOLOGY
Populations and Sample
Research Design
Interview Process
2 How do you compare the use of mobile payment and conventional payment in terms of convenience. Guide participants to describe their behavior and state which type of mobile payment they use. Investigate what factor leads them to use mobile payment services and what key factors they find useful so that the service provider will know what they should develop in the future.
6 Do you think the convenience of mobile payment services makes you spend more on online shopping? To know their perspectives of mobile payment services in terms of advantages and disadvantages based on their experience. 8 What you expect from the adoption of mobile payment services in terms of benefits.
RESEARCH FINDINGS AND ANALYSIS
- Surveys Demographic
- Interview Guidelines
- Research Findings
- Reasons for Using Mobile Payment
- Users’ Characteristics
- Perceived Ease of use
- Perceived Usefulness
- Theme
The aim here was to gather information about the user-friendliness of mobile payment services. The purpose here was to discuss about the problems and obstacles while using the mobile payment services. The purpose here was to discuss about the convenience of mobile payment services for the online shopping behavior.
The fifth discussion topic was 'Wishes for the future adoption and expectations in the field of mobile payment services'. The aim here was to map consumers' wishes for the future and collect their attitudes towards mobile payment services. The intention to use mobile payment services may depend on the profession and level of education.
In the first place, the lifestyle of users is one of the factors that influence the use of mobile payment services. The mobile payment services are more popular among the young than the elderly. Therefore, age may be one of the factors influencing the perception of mobile payment services.
In addition, the failed transaction affected the future use of mobile payment services. Four participants said that they would consider failed transactions when deciding whether to use mobile payment services. Then I sign up for the mobile payment service, because I myself have found that it is useful for me.”
Therefore, the characteristics of mobile payment services that meet the needs of two groups are different. While mature adults need the ease of use of mobile payment services to become a regular user. They need to be familiar with the mobile payment services before they see the usefulness of the services.
CONCLUSION AND RECOMMENDATION
Conclusion
- Perceived Usefulness (PU)
- Perceived Ease of Use (PEOU)
With the rapid development of the smartphone operating system, it makes the smartphone become a powerful device for users. Many studies found that smartphone devices have played an important role in the e-commerce and banking industry. For mobile payment services, it is important for the service developer to understand the users' needs, their concern and perceptions towards the services, so that they can continuously improve the service system and reliability to gain more users.
In the paper, the researcher chose the Theory Acceptance Model to find out the users' perception of using mobile payment services. Most of the participants mentioned in these 3 hypotheses, so the perceived usefulness is accepted to have an impact on the use of mobile payment services. Women are more concerned about ease of use, while men, who prefer the usefulness and reliability of the service.
Perceived Ease of Use (PEOU) (D2) Easy to follow how to use. E2) Take some steps to complete your payment (F2) You can use it skillfully. Perceived Ease of Use was used to test their attitude towards using mobile payment services if it is easy to use. Most of them said that mobile payment services are easy to use and easy to complete their financial transaction in just a few steps, but there are not many features in mobile payment services to make it work.
Furthermore, the researcher found that participants over 40 years of age are still more concerned about the ease of use of the mobile payment services than other age groups, although they realized that the mobile payment services help them save costs and time, but they still need to it at lightness. So the three hypotheses, it is ranked (D2), and (E2) Then the new perceived ease of use will be ranked as below;. Perceived Ease of Use (PEOU) (D2) Easy to follow how to use. E2) Take several steps to complete your.
After all, the new model of technology acceptance for this study will be as below;.
Implication
- Implication to the mobile payment service developer
- Implication to the Theory Acceptance Model
As a result, perceived ease of use takes precedence over the development of perceived usefulness, and should therefore be the first priority to develop. Two interesting things have been discovered by the participant that the mobile payment service should think about. This is a common problem when users go abroad and have not subscribed to data roaming services, so they cannot use mobile payment to make a financial transaction abroad.
Now there are only a few mobile payment services that allow using transaction password instead of 4G/3G connection to perform the financial transaction. The user who is above 40 years old mentioned that it takes time for them to get used to the interface of the mobile payment services and now the mobile payment service provider is stopping the feature and interface of the services. So they have problems to use the mobile payment services every time the services got new update.
This problem occurs when the user changes the mobile number, so he has to register the new number and wait for approval to use the service. Nowadays people change mobile number very often because of their faith in fortune telling and mathematics. Most of the studies that use TAM as a research framework and they found that PEOU has direct impact on PU that affects the user's intention to use.
While in this study, it found that PEOU did not directly influence PU. However, the influence of the intention to use may differ depending on the focus group and research topic. While women and old users prefer ease of use and the convenience of the service.
However, the result of the research may be different if the researcher uses more factors to discuss.
Limitation
