( 您好!臺灣時間:2024/07/23 12:02
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::


研究生:Chirachaya Martkamjorn
論文名稱(外文):Factors Affecting Brand Loyalty of the Electronic Wallets in Thailand
指導教授(外文):Yeh, Hsiaoping
口試委員(外文):Hu,KuanyuZhao, Pei
外文關鍵詞:E-walletBrand AwarenessBrand AssociationBrand LoyaltyCustomer experienceCustomer Effort
  • 被引用被引用:0
  • 點閱點閱:47
  • 評分評分:
  • 下載下載:3
  • 收藏至我的研究室書目清單書目收藏:0
電子錢包,也稱為電子錢包或數字錢包,近年來由於其眾多的優點和功能而獲得了顯 著的重要性和流行度。此外,由於電子錢包的非接觸式性質和社交距離措施的需要, 在 COVID-19 大流行期間變得更加重要。它們為傳統支付方式提供了安全、便捷、衛生
的替代方案,支持個人、企業和社區應對危機的挑戰。電子錢包對泰國人民的生活方 式也至關重要,尤其是在新冠肺炎 (COVID-19) 疫情期間。有兩款應用廣受用戶
青睞:TrueMoney Wallet 和 Pao Tang。本研究的目的是比較泰國的這兩種電子錢包應用 程序,並研究影響曼谷用戶品牌忠誠度的因素。該研究共有 416 名參與者,其中一半
使用 TrueMoney Wallet,另一半使用 Pao Tang。使用 SPSS 進行數據分析。研究發現
TrueMoney Wallet 和 Pao Tang 總體上沒有顯著差異。然而,結果表明,TrueMoney Wallet 的客戶體驗對品牌知名度對品牌聯想的影響有正向調節作用,而 Pao Tang 的案例則不 然,兩個電子錢包品牌的客戶努力對品牌聯想的影響沒有正向調節作用關於品牌忠誠
度。而且,結果兩者的品牌聯想的中介效果卻存在不同。品牌聯想在 TrueMoney 僅在 品牌知名度和品牌忠誠度之間為部分中介關係,但對於 Pao Tung 而言,則為完全中介 關係。
Electronic wallets, also known as e-wallets or digital wallets, have gained significant importance and popularity in recent years due to their numerous advantages and functionalities. Moreover, e-wallets have become even more significant during the COVID-19 pandemic due to their contactless nature and the need for social distancing measures. They have provided a safe, convenient, and hygienic alternative to traditional payment methods, supporting individuals, businesses, and communities in navigating the challenges of the crisis. E-wallets have also been crucial to the way of life of Thai people, particularly during the COVID-19 circumstance. There are two applications that are widely favored by users: TrueMoney wallet and Pao Tang. The purpose of this study was to compare these two e-wallets applications in
Thailand and examine the factors influencing brand loyalty among users in Bangkok. A total of 416 participants were included in the research, with a half using TrueMoney Wallet and the other Pao Tang. The data analysis was conducted using SPSS. State general analytical results of the framework. Interestingly, the study found no significant difference between TrueMoney Wallet and Pao Tang overall. However, the result shows that TrueMoney wallet’s customer experience has positively moderating effect on the influence of brand awareness on brand association while Pao Tang’s case does not and both two e-wallet brands’s customer effort does not have a moderating effect on the influence of brand association on brand loyalty.
Furthermore, the results did reveal significant differences between the two e-wallet brands regarding the mediation effect of brand association that acted as a partial mediator between brand awareness and brand loyalty for TrueMoney wallet, while fully mediating the relationship for Pao Tang.

1.1 Research Background 2
1.2 Major e-wallet brands in Thailand 4
1.2.1 TrueMoney Wallet 5
1.2.2 Pao Tang 5
1.3 Research Motivation 8
1.4 Research Objectives 8
1.5 Thesis Structure 9
2.1 E-wallet 10
2.2 Brand Equity 12
2.2.1 Brand Awareness 13
2.2.2 Brand Association 14
2.2.3 Brand Loyalty 15
2.3 Customer Experience 15
2.4 Customer Effort 16
2.5 Hypothesis Development 17
2.5.1 Relationship between brand awareness and brand association 17
2.5.2 Relationship between brand association and brand loyalty 18
2.5.3 Moderating effect of customer experience 19
2.5.4 Moderating effect of customer effort 20
2.5.5 Difference between TrueMoney Wallet and Pao Tang 21
3.1 Conception Model 22
3.2 Research Design, Participant and Data Collection 22
3.2.1 Research Design and Instrument 22
3.2.2 Data Collection 23
3.3 Variable Measurement 24
4.1 Demographics 28
4.2 Reliability Analysis 30
4.3 Factor Analysis 31
4.4 Path Analysis 33
4.5 Moderating Effect 35
4.5.1 Moderating Effect of Customer Experience 35
4.5.6 Moderating Effect of Customer Effort 36
4.6 Mediating Effect of Brand Association 37
5.1 Discussion 39
5.2 Managerial Implications 41
5.2 Limitations and recommendations 42

Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free.
Aaker, D.A. (1996). Building Strong Brands, The Free Press, New York, NY.
Alexandra, Z., and Cerchia, A. E. (2018). The Influence of Brand Awareness and Other Dimensions of Brand Equity in Consumers Behaviour: The „Affordable Luxury” Strategy.“. Ovidius” University Annals,. Ovidius Univ Annal Economic Sci Series, 18(1), 222-427.
Atilgan, E., Aksoy, S., and Akinci, S. (2005). Determinants of the brand equity: A verification approach in the beverage industry in Turkey. Marketing Intelligence and Planning, 23(3), 237-248.
Bank of Thailand (2016). Keeping up with electronic payment systems Retrieved from https://bot.or.th
Baron, R. M., and Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Bettman, J. R., and Park C. W. S. (1980). Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis in Journal of Consumer. Research, Volume 7, Issue 3.
Brakus, J. J., Schmitt, B. H., and Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.
Carbone, L. P., and Haeckel, S. H. (1994). Engineering customer experiences. Marketing management, 3(3), 8-19.
Cardozo, R.N. (1965). An Experimental Study of Customer Effort, Expectation, and Satisfaction. Journal of Marketing Research, 3, 244-249.
Chang, T. Y., and Horng, S. C. (2010). Conceptualizing and measuring experience quality: the customer's perspective. The Service industries journal, 30(14), 2401-2419.
Cho, E., Fiore, A. M., and Russell, D. W. (2015). Validation of a fashion brand image scale capturing cognitive, sensory, and affective associations: Testing its role in an extended brand equity model. Psychology & Marketing, 32(1), 28-48.
Clark, M., and Bryan, A. (2013). Customer effort: help or hype?. Henley Business school.
Dasu, S., and Chase, R. B. (2013). The customer service solution: Managing emotions, trust, and control to win your customer's business. (No Title).
Davis, D. F., Golicic, S. L., and Marquardt, A. J. (2008). Branding a B2B service: does a brand differentiate a logistics service provider?. Industrial marketing management, 37(2), 218-227.
Demirgüneş, B. K. (2015). Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay More. International Review of Management and Marketing 5(4), 211-220.
Ding, C. G., and Tseng, T. H. (2015). On the relationships among brand experience, hedonic emotions, and brand equity. European Journal of Marketing, 49(7/8), 994-1015.
Dixon, M, Freeman, K and Toman, N. (2010). “STOP Trying To Delight Your Customers.” Harvard Business Review, 88 (7/8), 116–22.
Dolbec, P. Y., and Chebat, J. C. (2013). The impact of a flagship vs. a brand store on brand attitude, brand attachment and brand equity. Journal of Retailing, 89(4), 460-466.
Erdem, T., Swait, J., and Louviere, J. (2002). The impact of brand credibility on consumer price sensitivity. International journal of Research in Marketing, 19(1), 1-19.
Gentile, C., Spiller, N., and Noci, G. (2007). How to sustain the customer experience:: An overview of experience components that co-create value with the customer. European management journal, 25(5), 395-410.
Ghana, I. (2015). The impact of brand awareness on customer loyalty: a case study of sinapi aba savings and loans ghana limited. South American Journal of Management, 1(1).
Gilitwala, B., and Nag, A. K. (2022). Understanding effective factors affecting brand equity. Cogent Business & Management, 9(1), 2104431.
Hoeffler, S., and Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78-89.
Hoyer, W.D., and Brown, S.P. (1990). "Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product in Journal of Consumer Research, Vol. 17, Issue 2, pp. 141-148.
Hui, M. K., and Bateson, J. E. (1991). Perceived control and the effects of crowding and consumer choice on the service experience. Journal of consumer research, 18(2), 174-184.
International Business Magazine, LLC (2022). Krungthai Bank’s super app, ‘Pao Tang’, an all-in-one platform for Thais. Retrieved from https://intlbm.com/2022/07/25/krungthai-banks- super-app-pao-tang-an-all-in-one-platform-for-thais/
Jackson D. (2007). Navigating the Alphabet Soup of Survey Methodologies. CallidusCloud Clicktools. Retrieved from https://images.g2crowd.com/uploads/attachment/file/22963/uploads_2F124aa125-c693-4784- 8e9e-c5a8126a1445_2FNavigating_the_Alphabet_Soup-2015.pdf
Jain, R., Aagja, J., and Bagdare, S. (2017). Customer experience–a review and research agenda. Journal of Service Theory and Practice, 27(3), 642-662.
James, D. (2005). Guilty through association: brand association transfer to brand alliances. Journal of consumer marketing, 22(1), 14-24.
Jeon, H. M., and Yoo, S. R. (2021). The relationship between brand experience and consumer-based brand equity in grocerants. Service Business, 15(2), 369-389.
Kaiser, H. F., and Rice, J. (1974). Little jiffy, mark IV. Educational and psychological measurement, 34(1), 111-117.
Kapferer, J. N. (2001). (Re) inventing the brand: Can top brands survive the new market realities?. Kogan Page Publishers.
Karam, A. A., and Saydam, S. (2015). An analysis study of improving brand awareness and its impact on consumer behavior via media in North Cyprus (A case study of fast food restaurants). International Journal of Business and Social Science, 6(1).
Keller, K.L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57, 1-22.
Keller, K.L. (1998). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice Hall, Upper Saddle River.
Keller, K.L. (2003). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Prentice Hall, Upper Saddle River.
Keller, K.L. (2003). Brand Synthesis the Multidim Ensionality of Brand Knowledge. Journal of Consumer Research, 29, 595-600.
Klie, L. (2012). Customer service metrics that matter. Speech Technology, 17(6), 22-25.
Kim, H., and Choi, B. (2013). The influence of customer experience quality on customers' behavioral intentions. Services Marketing Quarterly, 34(4), 322-338.
Kotler, P., and Keller, K.L. (2006). Marketing Management, 12th ed., Prentice Hall, Upper Saddle River, NJ.
Le, D. N., Nguyen, H. T., and Truong, P. H. (2020). Port logistics service quality and customer satisfaction: Empirical evidence from Vietnam. The Asian Journal of Shipping and Logistics, 36(2), 89-103.
Lemke, F., Clark, M., and Wilson, J. (2011, December). Customer experience quality: An exploration in business and consumer contexts using repertory grid tech-nique. Journal of the Academy of Marketing Science, 39, 846–869.
Martin, A. (2019). Mobile Money Platform Surveillance. Surveillance & Society, 17(1/2), pp.213-222.
Meyer, C., and Schwager, A. (2007, February). Understanding customer experience. Harvard Business Review, 117–126.
MGR Online (2018). FINANSIA Points Mobile Banking Causing Market Worries on Declining Fee Income in Banking Sectors. Retrieved from https://mgronline.com/stockmarket/detail/9610000031270
Mohamad, A. M., Salleh, A. S. M., Nor, M. Z. M., and Jalil, N. I. A. (2019). Harnessing Risks Perception Theory for the Understanding of Barriers to E-Government. International Journal, 4(15), pp.194-205.
Nguyen, V. T., Vuong, D. H., Ha, N. T. T., Nguyen, Q. T., Kim, M. H., and Quy, N. L. D. (2020). Exploring brand loyalty toward traditional confectioneries in an emerging market. Entrepreneurship and Sustainability Issues, 8(1), 60.
Nigam, A., and Kaushik, R. (2011). Impact of brand equity on customer purchase decisions: An empirical investigation with special reference to hatchback car owners in central Haryana. International Journal of Computational Engineering & Management, 12, 121-128.
Oliver, R. L., and DeSarbo, W. S. (1988). Response determinants in satisfaction judgments. Journal of Consumer Research, 14(4), 495–507.
Ou, W. M., Shih, C. M., Chen, C. Y., and Wang, K. C. (2011). Relationships among customer loyalty programs, service quality, relationship quality and loyalty: An empirical study. Chinese management studies, 5(2), 194-206.
Oliver, R.L. (1997). Satisfaction: A Behavioral Perspective on the Consumer. The McGraw- Hill Companies, Inc., New York.
Palmatier, R. W., and Crecelius, A. T. (2019). The “first principles” of marketing strategy. AMS Review, 9(1-2), pp.5-26.
Pappu, R. (2005). Consumer-based brand equity: Improving the measurement. Journal of Product and Brand management, 14(3), 143-154.
Patma, T. S., Kusumawati, A., Mauludin, H., and Zaini, A. (2020). Mediating Effect of Customer Perceive Value on Experience Quality and Loyalty Relationship Utopía y Praxis Latinoamericana, vol. 25, no. Esp.6, 524-536.
Phong, L.T., Nga, T.H., Hanh, N.T., and Minh, N.V. (2020). Relationship between brand association and customer loyalty: The case of online retail industry. Management Science Letters, 10, 1543-1552.
Pinar, M., Trapp, P., Girard, T., and Boyt, T. E. (2011). Utilizing the brand ecosystem framework in designing branding strategies for higher education. International Journal of Educational Management, 25(7), 724-739.
Pitta, D. A., and Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. Journal of consumer marketing, 12(4), 51-64.
Preacher, K. J., and Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior research methods, 40(3), 879-891.
Pribadi, J. A.,Adiwijaya, M., and Herjanto, H. 2019. The Effect Of Brand Trilogy On Cosmetic Brand Loyalty. International Journal of Business and Society, 20(2), 730–742.
Rais, N. M., Musa, R., and Muda, M. (2016). Reconceptualisation of customer experience quality (CXQ) measurement scale. Procedia Economics and Finance, 37, 299-303.
Regina Shwastika, K. K. (2021). The Effect of Brand Awareness, Social Media Marketing, Perceived Quality, Hedonic Motivation, and Sales Promotion Towards Consumers Intention To Purchase in Fashion Industry. Advances in Social Science, Education and Humanities Research, 1-9.
Raynor de Best. (2023). Users of various mobile payment apps in Thailand in 2020, with forecasts to 2025. Retrieved from https://www.statista.com/statistics/1271760/mobile-wallet- user-forecast-in-thailand/
Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53- 67.
Severi, E., and Ling, K. C. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), 125.
Shahid, Z., Hussain, T., and Zafar, F. (2017). The impact of brand awareness on the consumers’ purchase intention. Journal of Accounting & Marketing, 6(01), 34-38.
Shiffman, Leon G., and Leslie Lazar Kanuk. (2010). Consumer Behavior Tenth Edition. New Jersey: Pearson Education.
Söderlund, M. and Sagfossen, S. (2017). The consumer experience: The impact of supplier effort and consumer effort on customer satisfaction. Journal of Retailing and Consumer Services 39(November), 219-229.
Statista Research Department (2023). Market share of leading mobile wallet apps in Thailand in 2020. Retrieved from https://www.statista.com/statistics/1322911/thailand-popular- mobile-wallet-market-share/
Statista Research Department (2023). Number of users of selected mobile wallets in Thailand in 2020, with forecasts from 2021 to 2025. Retrieved from https://www.statista.com/statistics/1271760/mobile-wallet-user-forecast-in-thailand/
Statista Research Department (2023). Volume of mobile banking transactions in Thailand from 2017 to 2022. Retrieved from https://www.statista.com/statistics/1131363/thailand- volume-of-mobile-banking-transactions/
Taber, K. S. (2018). The use of Cronbach’s alpha when developing and reporting research instruments in science education. Research in science education, 48, 1273-1296.
Tavneet, S. (2017). Mobile Money. Annual Review of Economics, 9, 497-520.
Tella, Adeyinka. (2012). Determinants of E-Payment System Success : A User’s Satisfaction Perspective. International Journal of E Adoption, 4 (3), 15-38.
ThaiPublica. (2018). BOT opens the cost of "using cash" three times more expensive than "e- Payment" - pointing to the cost of production - transportation of 50,000 million baht per year. Koh Krasae. Retrieved from https://thaipublica.org/2018/10/bot-symposium-2018-05/
Tong, X., and Hawley, J. M. (2009). Creating brand equity in the Chinese clothing market: The effect of selected marketing activities on brand equity dimensions. Journal of Fashion Marketing and Management: An International Journal, 13(4), 566-581.
Torres‐Moraga, E., Vásquez‐Parraga, A. Z., and Zamora‐González, J. (2008). Customer satisfaction and loyalty: start with the product, culminate with the brand. Journal of consumer marketing, 25(5), 302-313.
Tritama, H. B., and Tarigan, R. E. (2016). The effect of social media to the brand awareness of a product of a company. CommIT (Communication and Information Technology) Journal, 10(1), 9-14.
TrueMoney Co. Ltd. (2023) TrueMoney Official Website. Retrieved from https://www.truemoney.com/about/
Van Osselaer, S. M., and Janiszewski, C. (2001). Two ways of learning brand associations. Journal of Consumer Research, 28(2), 202-223.
Whan, P.C., and Parker, L.V. (1981). "Familiarity and Its Impact on Consumer Decision Biases and Heuristics", in Journal of Consumer Research, Vol. 8, Issue 2, 223-230.
Wright, L. T., Millman, C., and Martin, L. M. (2007). Research issues in building brand equity and global brands in the PC market. Journal of Marketing Management, 23(1-2), 137- 155.
Yang, M., Yew, L. K., Hai, S. T., Kowang, T. O., Hoo, W. C., Hong, A. N. H., and Kiong, T. P. (2022). Customer experience, brand innovativeness, word of mouth and brand equity of banks in China. NeuroQuantology, 20(6), 145-154.
Yang, Z., and Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology and Marketing, 21(10), 799-822.
Yasin, N., and Zahari, A. (2011). Does family and viral marketing have any effect on brand equity. Contemporary Marketing Review, 1(8), 1-13.
Yoo, B., Donthu, N., and Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
Yoo, B., and Donthu, N. (2001), “Developing and Validating a Multidimensional Consumer- Based Brand Equity Scale,” Journal of Business Research, 52 (April), 1-14.
Yoo, B., and Donthu, N. (2002). The effects of marketing education and individual cultural values on marketing ethics of students. Journal of Marketing Education, 24(2), 92-103.
Zaltman, G., and Burger, P. (1975). Marketing research: Fundamentals and dynamics. Dryden Press.
第一頁 上一頁 下一頁 最後一頁 top