Promoting habitual mobile payment usage via the Thai government's 50:50 co-payment scheme

Abstract

The Thai government launched an economic stimulus initiative using mobile payments (m-payments) to alleviate the economic and public health effects of the COVID-19 outbreak. The advantages of this program and the simplicity, dependability, and contact-free nature of m-payments have led to its widespread adoption in Thailand. Many Thai individuals have never used the m-payment method before. Hence, the aim of this study was to investigate at potential factors that encourage frequent m-payment usage with an emphasis on user attitudes and continual usage intentions. The technology acceptance model and the mental accounting theory were used in this study to analyse 506 respondents who had completed a questionnaire survey. According to the structural equation modeling analysis of the survey data, Thai peoples' desire to take part in the government's co-payment program is most influenced by enjoyment, financial benefits, ease of use, health benefits, and situational factors. Surveyed participants particularly liked utilizing m-payment to benefit from the 50% rebate on full-priced goods and services. It was found that a positive attitude toward m-payment use alone is insufficient to promote long-term adoption of contactless payment technology. However, prolonged reliance on the m-payment system was shown to increase the likelihood of habitual usage.