การเปิดรับข่าวสาร ปัจจัยการยอมรับนวัตกรรม และพฤติกรรมการใช้บริการระบบชำระเงินด้วยรหัสคิวอาร์โค้ดภายใต้การกำกับดูแลในโครงการไทยคิวอาร์เพย์เมนต์ของธนาคารแห่งประเทศไทย

Abstract

The objective of the research is to study media exposure, adoption of innovation factors and behavior of consumer using QR code payment, including the relationship between such media exposure, adoption of innovation factors and behavior of consumer using QR code payment. This research is a quantitative research using the questionnaire as a data-collecting tool. The finding is as follows:
The majority of the samples were female, aged between 26-34 years, graduated bachelor's degree, worked as employees in private companies and gained personal monthly income between 10,000-20,000 Baht. For media exposure, They are exposed regard to the contents about QR code payment as the new technology payment channel that suitable of young generation were mostly. For media exposure about QR code payment both traditional media (3.09) and new media (3.01) at the middle level
The adoption of innovation factors. The finding showed the majority of the samples adoption of innovation factors as relative advantage (4.31) and compatibility (4.26) at the highest level about complexity (4.15) trial ability (3.98) observables (4.09) at the high level. The behavior of consumer using QR code payment the majority of the samples using QR code payment systems pay for goods (1.98) and services (1.64) at the low level.
The results of hypothesis testing can be found that media exposure both tradition media and new media had low relationship with adoption of innovation in factors relative advantage, compatibility, complexity and observables. About media exposure both tradition media and new media had middle relationship with adoption of innovation in factors trial ability. Beside the research found media exposure in tradition media had low relationship with consumer using QR code payment systems pay for goods and services and media exposure in new media had middle relationship with consumer using QR code payment systems pay for goods and services. For adoption of innovation factors and behavior had middle relationship with using QR code payment systems pay for goods and services.