Exploring the impact of online payment methods on consumer behavior: A study of Generation X in Thailand using structural equation modeling

This research investigates how different online payment methods impact the behavior of consumers, the efficiency of banking services, and the overall economic growth of the e -commerce industry. The study focuses on how Generation X online shoppers in Thailand perceive and use online financial services. A survey conducted between January and April 2023 gathered data from 400 participants. By using statistical methods like mean rating, standard deviation, and structural equation modeling (SEM), the study revealed important insights. While the ease of using online services did not directly affect transaction behavior, the study found that the perceived usefulness indirectly influenced behavior through ease of use, highlighting the importance of usefulness as a mediator. By enhancing the perceived usefulness of online financial services, businesses can strengthen this mediating role between ease of use and service usage. This strategic approach can enhance user engagement, foster loyalty, and promote early adoption of online financial services. (c) 2024 The Authors. Published by IASE. This is an open access article under the CC BY -NC -ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).