Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{194481,
        author = {Kongchai Suphanavong},
        title = {A Study on Consumer Buying Behavior toward Digital Payment Methods in Thailand},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {4692-4698},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=194481},
        abstract = {The rapid expansion of digital payment systems has significantly transformed consumer buying behavior in Thailand. With the support of government initiatives such as the National e-Payment Master Plan and the growing penetration of smartphones, Thai consumers are increasingly shifting from cash-based transactions to mobile wallets, QR code payments, and internet banking systems. Despite technological advancements, variations in consumer trust, perceived usefulness, security concerns, and promotional influence continue to shape adoption patterns. This study examines the factors influencing consumer buying behavior toward digital payment methods in Thailand using a quantitative research approach. Primary data were collected from 137 respondents through a structured questionnaire measured on a five-point Likert scale. Statistical tools including descriptive analysis and Chi-square tests were used to analyze the relationship between perceived usefulness and adoption frequency. The findings indicate that convenience, time-saving benefits, and trust significantly influence digital payment usage. The study contributes to understanding behavioral drivers of digital payment adoption and provides insights for policymakers and fintech providers aiming to enhance consumer trust and long-term usage.},
        keywords = {Digital Payment, Consumer Buying Behavior, Trust, Perceived Usefulness, Thailand, Adoption},
        month = {March},
        }