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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/2797

Title: Brand Choice of Chinese Consumers to Adopt Digital Payment Platform in Thailand Focusing on Alipay, Wechat Pay, and Union Pay
Authors: Longhui Feng
Keywords: Digital payment
Brand choice
Degree of innovation
Social influence
Issue Date: 2017
Publisher: Bangkok University
Abstract: The objective of this study is mainly to find out factors affecting brand choice of Chinese consumers to adopt digital payment platform in Thailand focusing on Alipay, Wechat pay, and Union pay. The 402 questionnaires are randomly distributed to research respondents in top six Chinese customers shopping location in Bangkok, including MBK, Central World, Siam Paragon, Pantip Plaza, Chatuchak Market, and Platinum Fashion Mall. The statistical technique for interpreting the data and testing the research hypotheses at 0.05 level of significance are Mean, Standard Deviation and Multinomial Logistic Regression Analysis. The result has been showed that product, perceived cost, convenience, promotion, physical evidence, people, process, brand equity, technology, risk, customer expectation, facilitating conditions, service quality, degree of innovativeness, social influence significantly influence brand choice of Chinese consumers to adopt digital payment platform in Thailand.
Description: Thesis(M.B.A.)--Graduate School, Bangkok University, 2017
Advisor(s): Sumas Wongsunopparat
Lokweetpun Suprawan
URI: http://dspace.bu.ac.th/jspui/handle/123456789/2797
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