Factors motivating to use a credit card and its frequency of use in Thailand.

Abstract

This research studied the credit card usage behavior and factors in adoption by Thai consumers. There were two research objectives which are to study profiles of Thai credit cardholders and to investigate factors that influenced Thai consumers to use credit cards. The study used a conceptual model based on the technology acceptance model (TAM), which was proposed by Davis (1986) as a way of explaining the adoption of technologies. A quantitative approach was used was distributed Thai consumers that have credit cards (n = 284). The data was analyzed using descriptive statistics and regression analysis. There are five hypotheses tested, including four that are internal to the TAM model and one related to external variables (credit card reward programs) Therefore it showed that perceived usefulness and perceived ease of use influenced attitudes. It also showed that promotions and discounts influenced consumer use of credit cards, but co-branding did not. Finally, attitudes toward credit card use had a moderate effect on credit card use. These findings generally supported the TAM as well as one of the external variables (loyalty programs), but did not show a strong influence from social norms. KEY WORDS: Thailand Credit Card / Consumer Behavior / Reword Program / Loyalty Programs / Technology Acceptance Model