Understanding consumer motivation to buy products through E-wallet payment.

Abstract

The purpose of this study is to explore the consumer insight towards E-wallet payment in terms of motivation and perception to E-wallet user behavior in Bangkok. The main aspects such as social influence, sales promotion, perceived risk will be explored the motivation to use of E-wallet users and non-users. In addition, this study aims to investigate the attitudes, behavior and aspects driving intention to use E-wallet and barriers of non-users by conducting through qualitative method as in-depth interviews. The findings of this research showed that E-wallet is one of the marketing tools to motivate consumers to buy products because of promotions and convenience. However, there are some users revealed that E-wallet cannot motivate them to buy products because they think it is just only one of the payment channels that help users more convenience when making purchases. This study is useful for the readers who are in E-wallet business industries or who would like to build the electronic payment business and want to increase the customers and profit margins for business growth in the future.