Digital payment system innovations: A marketing perspective on intention and actual use in the retail sector

Volume: 17, Issue: 3, Pages: 109 - 123
Published: Sep 1, 2021
Abstract
This study empirically investigated the marketing perspectives of behavioral intention and the actual use of digital payment solutions as electronic innovation for retail purchases in Thailand. This is important as leveraging digital innovation can be applied to minimize physical contact between retailers and customers, especially in the COVID-19 era. The UTAUT model was used and extended to include attitude, social distancing, and perceived...
Paper Details
Title
Digital payment system innovations: A marketing perspective on intention and actual use in the retail sector
Published Date
Sep 1, 2021
Volume
17
Issue
3
Pages
109 - 123
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