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

Amonrat Thoumrungroje; Lokweetpun Suprawan

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

Amonrat Thoumrungroje, Lokweetpun Suprawan

언어ENG
URLhttps://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)

초록

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.

키워드

M-payment Cohort analysis Behavioral intention Self-efficacy Perceived value

ABSTRACT
Introduction
Literature review and proposed relationships

저자

Amonrat Thoumrungroje(Mahidol University International College, Thailand)
Lokweetpun Suprawan(Mahidol University International College, Thailand)

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