The impact of mobile payments on consumer behavior-a case study of the Thai market

Abstract

As the global economy rapidly advances toward digitalization, financial technology (FinTech) has witnessed substantial growth, with mobile payment—one of its most prominent innovations—significantly reshaping consumer payment behavior. This trend is particularly evident in emerging markets such as Thailand. This study aims to examine the impact of mobile payment on the behavior of middle-aged consumers in Thailand by developing a theoretical model grounded in the Theory of Planned Behavior (TPB). A questionnaire survey method was employed, targeting mobile payment users aged 30-50 years in the Bangkok region, yielding 427 valid responses. The data were analyzed using descriptive statistics, reliability and validity testing, correlation analysis, and regression analysis. The regression model confirmed the positive influence of attitude, subjective norm, and perceived behavioral control on mobile payment intention, as well as the significant positive effects of payment intention and perceived behavioral control on actual mobile payment behavior. These findings validate the applicability of the Theory of Planned Behavior (TPB) in explaining mobile payment behavior among Thai consumers. Notably, perceived behavioral control and payment intention emerged as the most influential factors driving actual usage. This study offers valuable practical implications for the development of mobile payment promotion strategies and provides theoretical support for designing more targeted and behaviorally informed marketing approaches