ปัจจัยที่มีผลต่อความตั้งใจใช้ระบบชำระเงิน QR code ในการก้าวสู่สังคมไร้เงินสด กรณีศึกษา ธนาคารพาณิชย์ในประเทศไทย

Abstract

This research aims to study the extended unified theory of acceptance and use of technology (UTAUT 2) and integrated marketing communication that affected the intention to use QR code payment. The questionnaire was used as a tool, collecting data form 400 samples in Chonburi who use Mobile banking and never use QR code payment. The research found that performance expectancy, social influence, facilitating conditions, price value and habit were affected on the intention to use QR code payment. The result of integrated marketing communications analysis showed that advertising, public relations, sales promotion, and personal selling were affected on the intention to use QR code payment.