Author:
,Wongpun Sukontip,Suwannahong Rungsan, ,Inmor Sureerut,
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.
Publisher
International Journal of Advanced and Applied Sciences
Reference13 articles.
1. Katz, S., & Van Allen, J. (2020). Evolving into the open: A framework for collaborative design of renewable assignments. In A. Clifton & K. D. Hoffman (Eds.), Open pedagogy approaches. https://milnepublishing.geneseo.edu/openpedagogyapproaches/chapter/evolving-into-the-open-a-framework-for-collaborative-design-of-renewable-assignments/
2. Kaufman, D. K. (2009). A teacher educator writes and shares: Student perceptions of a publicly literate life. Journal of Teacher Education, 60(3), 338-350. https://doi.org/10.1177/0022487109336544
3. Kelly, A. E., Laurin, J. N., & Clinton-Lisell, V. (in-press). Making psychology's hidden figures visible using Open Educational Resources: A replication and extension study. Teaching of Psychology. https://doi.org/10.1177/00986283221108129
4. Kim, M. (2007). The Creative Commons and copyright protection in the digital era: Uses of Creative Commons licenses. Journal of Computer-Mediated Communication, 13(1), 187-209. https://doi.org/10.1111/j.1083-6101.2007.00392.x
5. Koseoglu, S., & Bozkurt, A. (2018). An exploratory literature review on open educational practices. Distance Education, 39(4), 441-461. https://doi.org/10.1080/01587919.2018.1520042