INCOME FACTORS INFLUENCING THE INTENTION TO USE PAY NEXT EXTRA DIGITAL CREDIT SERVICES ON THE TRUEMONEY WALLET APPLICATION
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Abstract
Introduction: This research aims to examine the factors influencing consumers’ intention to use the Pay Next Extra credit service on the TrueMoney Wallet application in Thailand, focusing on users residing in Bangkok and its metropolitan area who have previously used the service. Objectives: The study seeks to explore differences in income factors, personal characteristics, and borrowing behaviors, as well as the relationships between information perception and the 5A marketing mix under the Marketing 4.0 framework, which consists of Awareness, Appeal, Ask, Act, and Advocate. Methods: The sample consisted of 405 respondents selected through purposive sampling. Data were collected via an online questionnaire and analyzed using descriptive statistics, One-Way ANOVA, and LSD post hoc tests. Result: The findings revealed that income significantly influences information perception, with online media having the strongest impact on the intention to use the service. Income also affected the 5A marketing mix, with “Act” (decision) showing the highest significance. Respondents with a monthly income of 50,000–59,999 THB demonstrated the highest responses across all components. Conclusion: The researcher proposes adjusting strategies by emphasizing online media and enhancing the “Act” (decision) component to strengthen the development of digital credit services in Thailand
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