KOREASCHOLAR

DIAGNOSING THE IMPACT OF TECHNOLOGY SELF-EFFICACY ON BEHAVIORAL INTENTION OF MOBILE PAYMENT: A COHORT ANALYSIS

Amonrat Thoumrungroje, Lokweetpun Suprawan
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422001
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.4-9
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study proposes a conceptual model to investigate consumers' behavioral intention to use m-payment based on social cognitive theory and the value-based adoption model. The model compares the behaviors of two consumer cohorts in Thailand, generation X and Z.

Keyword
M-paymentCohort analysisBehavioral intentionSelf-efficacyPerceived value
Table Content
ABSTRACT
Introduction
Literature review and proposed relationships
Author
  • Amonrat Thoumrungroje(Mahidol University International College, Thailand)
  • Lokweetpun Suprawan(Mahidol University International College, Thailand)