TECHNOLOGY ACCEPTANCE FACTOR AND NETWORK EXTERNALITY FACTOR AFFECTING E-WALLET USAGE BEHAVIOR
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Abstract
The purposes of this study were to determine factors affecting e-wallet usage behavior and to compare the level of acceptance of e-wallet technology. The research's conceptual framework was based on the theory Reason Action, theory of planned behavior, technology acceptance model, and network externalities. The data were collected from 420 e-wallet customers via online questionnaires using the stratified sampling method and analyzed using the structural equation model.
The findings revealed that factors affecting the e-wallet usage behavior of customers were perceived ease of use, perceived number of peers, perceived complement, perceived usefulness, subjective norm, and behavioral intention. Customers under the age of 25 years old, bachelor's degree, student occupation, and level of income not more than 15,000 baht have higher levels of technology acceptance than those of other groups.
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