The analyses of the payment channel decision and the determination of the factors to mobile payment adoption

This dissertation examines the acceptance and influencing factors of mobile payment among Chinese and Thai consumers in the context of e-commerce growth and the impact of the Covid-19 pandemic. Therefore, the main objectives of this study are: 1) To compare Thai consumers' acceptance of bank and non-bank mobile payments and explore the factors influencing their decision to adopt these payment channels; 2) To compare the acceptance of non-bank mobile payments among Chinese and Thai consumers and explore the factors influencing their choice; 3) To examine the impact of various financial incentives, such as discounts, cashback, and transaction fees, on the choice of mobile payment methods among Chinese and Thai consumers. This dissertation first analyzes the acceptance of mobile payments and the factors influencing their choice in China and Thailand by applying the Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM), and Network Externality in constructing a conceptual framework. Data was collected using a stratified random sampling technique and analyzed through the Structural Equations Model (SEM). The findings from the study on Thai mobile payment acceptance (Chapter 2) confirm the research hypotheses and indicate that Thai consumers display a higher acceptance of technology for bank-based mobile payments than non-bank-based options. Furthermore, the study examining Chinese and Thai consumers' acceptance of non-bank mobile payments (Chapter 3) reveals that Chinese consumers exhibit a higher acceptance of technology for Alipay and WeChat Pay than nonbank-based mobile payments among Thai consumers. Network externality factors, including the perceived number of peers, perceived cross-platform usage, and perceived complement, significantly influence the perceived usefulness of mobile payment applications. Finally, the dissertation employs a choice experiment survey technique and conditional logistic regression to investigate the impact of financial incentives (Chapter 4). The findings demonstrate that discounts and cashback positively influence users' adoption of mobile payments, while transaction fees discourage usage. Additionally, financial incentives are more effective in encouraging Thai consumers to utilize e-wallets than their Chinese counterparts.