A Study of Consumer Behaviors and Barriers to the Use of Digital Payment Systems in Bangkok

Abstract

This research aims to explore consumer behavior in Bangkok and identify the barriers affecting the adoption of digital payment systems. A qualitative research methodology was employed, utilizing participant observation and in-depth interviews. The primary informants consisted of ten individuals, including consumer representatives from four generational cohorts (Generation Z, Generation Y, Generation X, and Baby Boomers) as well as financial experts. Research instruments included semi-structured interviews, and the data were analyzed using content analysis.

The findings revealed that younger consumers are generally more familiar with and adaptable to digital payment technologies such as e-Wallets, PromptPay, and mobile banking applications while older consumers tend to face several challenges. These include limited digital literacy, concerns about cybersecurity, and restricted access to reliable internet infrastructure. Nevertheless, consumers across all age groups recognized the benefits of electronic payments in terms of convenience and financial management. Two key factors influencing technology adoption were identified: perceived usefulness and perceived ease of use. Based on the findings, several policy recommendations are proposed. These include expanding and improving internet infrastructure, promoting digital literacy particularly among the elderly and low-income populations developing user-friendly and secure applications, and enhancing public awareness regarding cybersecurity threats. These measures are crucial to supporting a sustainable transition toward a cashless society.