Market analysis toward online payment platform in Thailand

Name: Sakpon Gunlayatuvanon

keyword: Online payment platform

; E-payment

; Digital payment

; Digital banking

; Thai consumer

Abstract: Thailand is ranked as seventh out of ten Asian countries in Asian FinTech Competitiveness Index. Thailand scores high in terms of regulatory advancement, Thai regulators offer a regulatory sandbox for testing and learning new features and services. They have forged international FinTech collaboration between the Bank of Thailand and the Monetary Authority of Singapore. The Thailand 4.0 policy lays out a solid foundation for the country's financial technology (FinTech) development. Thailand has the potential to leapfrog its early-stage digital banking services into integrated digital commerce or value-added FinTech services, such as fast and convenient cross-border transfers and real-time consumer purchases. Bank and FinTech startups are increasing their capability of bringing new services to the market whereby transaction data is analysed from their customer including customer profiles and behaviours. FinTech, including online payment platform, has the potential to stimulate innovation across other adjacent industries such as commerce and healthcare. Besides, an increase of online payment platform adoption in Thailand would enable FinTech startups in Thailand, not only to enhance the number of products and services available to existing customers, but to serve the country’s unbanked consumers as well. This independent study of “Market analysis toward online payment platform in Thailand market” was selected as a contemporary topic in Applied Marketing to understand customers’ behaviour towards online payment platform and to identify the factors that influence customers to try and use online payment platform. To achieve objectives, both exploratory and qualitative researches were conducted. The sampling of the research was selected as non-probability sampling due to the convenience of the data collected. Secondary research was first gathered online and from local libraries. The data from in-depth interviews was collected as primary data to develop conclusion and recommendation. from local libraries. The data from in-depth interviews was collected as primary data to develop conclusion and recommendation.From a managerial perspective, this study could help to provide better understanding of Thai consumer perception toward online payment platform and recognise crucial factors including features and marketing strategies impacted upon the adoption of online payment platform in Thailand’s market. The result of this study could be utilized to improve consumers’ online payment experience in order to leverage online payment ecosystem in Thailand.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Hoffman, K. Douglas

Role: advisor

Created: 2017

Modified: 2021-04-22

Issued: 2021-04-22

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2017.486

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

©copyrights Thammasat University

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