Integration of UTAUT model in Thailand cashless payment system adoption: the mediating role of perceived risk and trust

Abstract

Purpose

The purpose of this paper is to propose a model that examines the relationships among the five dimensions of the unified theory of acceptance and use of technology (UTAUT) toward the overall behavioral intentions (BIs); to use cashless payment systems in Thailand, which are practically based on the basic models and theories of consumer behavior such as the theory of reasoned action (TRA), theory of planned behavior (TPB) and technology acceptance model (TAM); and to explain the indirect effects between UTAUT and BIs to use cashless payment systems mediating by perceived risk and trust.

Design/methodology/approach

A total of 708 respondents, who have had an experience with a cashless payment system in Thailand, were selected using a stage sampling method. The data obtained from the participants were analyzed using a structural equation modelling approach.

Findings

The results of this paper reveal that UTAUT model, perceived risk and trust have all significant influences on BIs to use a cashless payment system. This suggests that consumers in Thailand adopt to specific financial technological innovation if they perceive that the risk is low and they can trust the system, especially if it is associated with a reliable online banking network.

Originality/value

The basic understanding of the UTAUT model that influences BIs to use cashless payment systems has been the focus of this current paper. This paper empirically examined the overall direct and indirect influences of UTAUT model and perceived risk, trust and BI to use. This current paper also expands the UTAUT theory by exploring several dimensions (i.e. performance expectancy, effort expectancy and social influence). Research findings reveal that effort expectancy can reduce perceived risk and increase trust in Thailand's cashless payment systems. This can generate more customer interest and engagement, as well as provide insights into customers' intentions in using a cashless payment system.

Citation

Namahoot, K.S. and Jantasri, V. (2023), "Integration of UTAUT model in Thailand cashless payment system adoption: the mediating role of perceived risk and trust", Journal of Science and Technology Policy Management, Vol. 14 No. 4, pp. 634-658. https://doi.org/10.1108/JSTPM-07-2020-0102