International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
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 Volume 11, Issue 4 (April 2024), Pages: 228-235

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 Original Research Paper

Exploring the impact of online payment methods on consumer behavior: A study of Generation X in Thailand using structural equation modeling

 Author(s): 

 Sukontip Wongpun, Rungsan Suwannahong, Sureerut Inmor *

 Affiliation(s):

 Faculty of Business Administration, Rajamangala University of Technology Thanyaburi, Khlong Hok, Thailand

 Full text

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 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0002-2938-0495

 Digital Object Identifier (DOI)

 https://doi.org/10.21833/ijaas.2024.04.024

 Abstract

This research investigates how different online payment methods impact the behavior of consumers, the efficiency of banking services, and the overall economic growth of the e-commerce industry. The study focuses on how Generation X online shoppers in Thailand perceive and use online financial services. A survey conducted between January and April 2023 gathered data from 400 participants. By using statistical methods like mean rating, standard deviation, and structural equation modeling (SEM), the study revealed important insights. While the ease of using online services did not directly affect transaction behavior, the study found that the perceived usefulness indirectly influenced behavior through ease of use, highlighting the importance of usefulness as a mediator. By enhancing the perceived usefulness of online financial services, businesses can strengthen this mediating role between ease of use and service usage. This strategic approach can enhance user engagement, foster loyalty, and promote early adoption of online financial services.

 © 2024 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Online payment methods, Consumer behavior, Generation X, Perceived usefulness, Structural equation modeling

 Article history

 Received 8 December 2023, Received in revised form 30 March 2024, Accepted 19 April 2024

 Acknowledgment 

This research has been supported by the Faculty of Business Administrator, Rajamangala University of Technology Thanyaburi, Thailand. The researchers would like to express their appreciation to all parties that provided highly valuable information.

 Compliance with ethical standards

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Wongpun S, Suwannahong R, and Inmor S (2024). Exploring the impact of online payment methods on consumer behavior: A study of Generation X in Thailand using structural equation modeling. International Journal of Advanced and Applied Sciences, 11(4): 228-235

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 Figures

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 Tables

 Table 1 Table 2 Table 3

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