Consumers’ Attitude Towards Useability of Cashless Transactions in the Thai Nakhon Ratchasima Province : A Structural Equation Modeling Approach


  • Adisak Suvittawat School of Management Technology, Suranaree University of Technology, Thailand



Consumer attitude, cashless transaction, consumer perceived value, consumer perceived risk, structural equation modelling


The rapid adoption of new financial technology affects consumers’ attitudes toward cashless transactions and helps entrepreneurs understand how consumers’ behavioral changes are significant. This research investigates the variables that influence consumers’ attitudes toward cashless transactions. The questionnaire was a research tool, and the sampling method was a non-probability sampling technique. Two hundred participants with experience and knowledge about cashless transactions were considered the research sample. The questionnaires were used face-to-face, and the researchers explained the unclear questions until they were clear to the participants. The research data analysis included descriptive and inferential statistics, which were imposed using structural equation modeling (SEM). Based on the research findings, consumers’ perceived risk has a significant and positive relationship with consumers’ lifestyles, as consumers are aware of the information leaking and data disclosure, which affects consumers’ activities and interests. Consumer purchasing behavior in the clothing industry is rapidly changing as new technology for purchasing support has changed. Consumers’ attitudes towards sustainability have a significant impact on their purchasing intentions. Consumers’ perceived value is fundamental to their product performance. Consumers are willing to pay for the best product value, such as price differentiation, ease of use, and transaction costs. Consumers’ lifestyles directly influence their attitudes, as they are more interested in new financial transaction tools. Furthermore, consumers’ lifestyle is a mediator variable between consumers’ perceived risk and attitude, and consumers’ perceived value is a mediator variable between consumers’ perceived risk and attitudes. Based on the research findings, the suggestions that consumers’ attitude towards the usability of cashless transactions is very positive, then entrepreneurs will adapt to cashless transactions for business operations. This is the value creation of a cashless society and business operations.