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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 |
Appears in Collections: | Theses Theses
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