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Abstract:
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The study aims to investigate consumer behaviors towards the use of financial services, particularly in the form of “Promtpay” and to find out factors affecting the use of Promtpay service after an announcement on the removal of money transfer fees. The data were collected from the sample group conducting PromptPay transaction through Mobile Banking or Internet Banking services. The sample consisted of 400 individuals who have been involved with using PromptPay financial services for over 1 year within the area of Chiang Mai Province. The data were also analyzed with descriptive statistics and the Chi-square test statistics in order to examine hypotheses about relationships of the initial data from the respondents.
The results of the study indicated that general information of the sample group is mostly female individuals, with an average age of 35 years. Most are civil servants or state enterprise officers who hold a bachelor's degree and have average monthly income of 25,000 baht. As for their behavior toward PromptPay registration, it showed that most of the respondents chose to register with both their citizen ID number and mobile phone number. The financial transaction which was mostly conducted through the Promptpay service is transferring money to other people, with an average frequency of 2 - 3 times per month and a maximum value of 5,000 baht each transaction. After the commercial bank had announced to remove fund transfer fees, it was found that the frequency of using PromptPay service had a tendency to increase further, as Promptpay service by using citizen ID card or mobile phone number is a quick and convenient financial transaction. Moreover, it is also convenient and saves time to receive tax refund as well as reduces the cost of fee collection for any kind of financial transactions.
The study results of marketing mix factors found that majority of respondents gave importance to cost factors. The financial transaction in the form of PromptPay service is worthwhile in comparison to travel expenses while travelling directly to conduct transactions at a commercial bank. Another is the convenience factor. Regarding the use of the service, PromptPay can be easily accessed and used via the application of various commercial banks. Referring to the value factor on service provider side in terms of the system proficiency, Promptpay is promptly ready to use, convenient and fast.
Through the Chi Square statistics, the testing of relationships among behaviors towards the use of financial services via Promtpay after the announcement on removal of transfer fees revealed that gender-related and occupation factors have had an influence on using PromptPay service for the purpose of tax refunds, with a transaction value of less than 5,000 baht each time. In addition, the education factor had also relationship with types of transaction that uses the Promptpay service to receive money transferred from another person, with a transaction value of less than 5,000 baht each time.
Keywords: Prompt Pay Service/ Cancellation of Transfer Fee/ Transfer/ Commercial/ Chiang Mai Province
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