influence of thailand 4.0 towards the design of future

INFLUENCE OF THAILAND 4.0 TOWARDS THE

DESIGN OF FUTURE KIOSK TOP-UP MACHINE

BY

MISS CZARINA LAYA TANPRASERT

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF

THE REQUIREMENTS FOR THE DEGREE OF

MASTER OF SCIENCE PROGRAM IN MARKETING

(INTERNATIONAL PROGRAM)

FACULTY OF COMMERCE AND ACCOUNTANCY

THAMMASAT UNIVERSITY

ACADEMIC YEAR 2017

COPYRIGHT OF THAMMASAT UNIVERSITY

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INFLUENCE OF THAILAND 4.0 TOWARDS THE

DESIGN OF FUTURE KIOSK TOP-UP MACHINE

BY

MISS CZARINA LAYA TANPRASERT

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL

FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE

OF MASTER OF SCIENCE PROGRAM IN MARKETING

(INTERNATIONAL PROGRAM)

FACULTY OF COMMERCE AND ACCOUNTANCY

THAMMASAT UNIVERSITY

ACADEMIC YEAR 2017

COPYRIGHT OF THAMMASAT UNIVERSITY

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Independent Study Title INFLUENCE OF THAILAND 4.0 TOWARDS

THE DESIGN OF FUTURE KIOSK TOP-UP

MACHINE

Author Miss Czarina Laya Tanprasert

Degree Master of Science Program in Marketing

(International Program)

Major Field/Faculty/University Faculty of Commerce and Accountancy

Thammasat University

Independent Study Advisor Professor Kenneth E. Miller, Ph.D.

Academic Year 2017

ABSTRACT

The study of “Influence of Thailand 4.0 towards the Design of Future Kiosk

Top-up Machine” is a contemporary topic in applied marketing. This study will cover

the details of Kiosk Top-Up machine industry in Thailand, which can be applied with

various applications. This study will mainly focus on a Kiosk use for paying mobile

fees that can be from the telecommunication companies or from other companies. This

Kiosk Top-Up machine and other kiosk machines have been used widely not only by

government sector, but also by private segments as well.

This study used both exploratory research and descriptive research in the

purpose of getting the accurate data. For the in-depth interview, there were a total

numbers of the interview at 4 times including shop owners and industry expert.

Moreover, the respondents of 174 has been complete the questionnaires for both online

and offline. Mainly collecting data directly from the end-user of the Kiosk. In addition,

this research also covered in-depth interview from the expert and the owner of the Kiosk

as well in order to understand the different dimension of information from related

parties toward Kiosk.

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The results of this study mainly show that satisfactory level of the Kiosk

users and their weight for development attribute. These data can be used for Kiosk

related company, especially, Kiosk service provider to see the customers’ insights. This

can be used for their campaign or launch of the new Kiosk model.

Keywords: Kiosk, Kiosk Machine, Top-up machine, Payment, Payment system,

Thailand 4.0

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ACKNOWLEDGEMENTS

First of all, please allow me to express my sincere gratitude to Professor

Dr. Kenneth E. Miller. It is truly indeed an honored of mine to have him as my

advisor. His dedication on guiding the research plan, providing feedback and replying

our emails in this research projects are beyond what we could expect from an advisor

whom has to travel for his important lectures and businesses. I cannot think what

would be the result of this research without him. Moreover, I would like to thank you

Asst. Prof. Pannapachr Itthiopassagul, MIM Director, for giving me the opportunity to

be a part of MIM. Trusts, I will never stop developing myself in order to be a MIM

member whom can create positive impact to the society. In addition, I would like to

show my appreciation to all of my respondents and interviewees for letting me collect

the useful data for this project.

Finally, I would like to express my endless thankfulness to all of my

supporters whom help to me to pursuit my degree. I would never come to this far

without my beloved family, friends and colleagues.

Miss Czarina Laya Tanprasert

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TABLE OF CONTENTS

Page

ABSTRACT (1)

ACKNOWLEDGEMENTS (3)

LIST OF TABLES (7)

LIST OF FIGURES (8)

CHAPTER 1 INTRODUCTION 1

1.1 Report Overview 1

1.2 Research Objective 2

CHAPTER 2 REVIEW OF LITERATURE 3

2.1 Situation of Thailand 4.0 3

2.2 Free Fees Bank Policy 4

2.3 Kiosk Industry in Thailand 5

CHAPTER 3 RESEARCH METHODOLOGY 6

3.1 Research Objective 6

3.2 Exploratory Research 6

3.2.1 Literature Review 6

3.2.2 In-depth Interview 6

3.3 Descriptive research 7

3.3.1 Offline questionnaire 7

3.3.1 Online Survey 7

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3.4 Data Collection Process 7

3.4.1 Qualitative Research 7

3.4.2 Quantitative Research 7

3.5 Sampling Plan 8


3.5.2 Descriptive Research 8

3.6 Data Analysis 8

3.6.1 Qualitative Data Analysis 8

3.6.2 Quantitative Data Analysis 9

CHAPTER 4 RESULTS AND DISCUSSION 10

4.1 Qualitative Research Result 10

4.1.1 Literature Review 10

4.1.1.1 Sub-heading 2 10


4.1.2.1 Industrial Expert 10

4.1.2.2 Shop Owners 12

4.2 Quantitative Research Result 13

4.2.1 Respondent Profile 14

4.2.2 Segmentation 15

4.3 Result for Research Objective 18

4.3.1 Understand the Business Model of Kiosk Top-up Machine 18

in Thailand

4.3.2 Understand Customer’s Behavior on Using Kiosk-Top up 18

Machine

4.3.2.1 Custom Table: Segments vs. Payment Channels 18

4.3.2.2 Custom Table: Segments vs. Other Payment Service 19

4.3.2.3 Custom Table: Segment vs. Mobile usage 19

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4.3.3 Understand Factors that influence/lead to Customers 20

Usage of Kiosk Machine

4.3.3.1 Custom Table: Segments vs. Satisfactory 20

4.3.3.2 Custom Table: Segments vs. Importance Factor Rate 21

4.4 Relationships between Variables 21

4.4.1 Correlations: Segments vs. Other Services

CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 23

5.1 Summary 23

5.2 Conclusions and Recommendations 23

5.3 Limitations 24

5.3.1 Sample Size 24


5.3.3 Time constrain 25

5.3.4 Announcement of Bank Free Fees 25

5.3.5 Cluster Analysis 25

REFERENCES 26

APPENDICES 28

APPENDIX A: In-depth Interview Question for Expert 29

APPENDIX B: In-depth Interview Question for Shop Owners 30

APPENDIX C: Questionnaire Questions 31

APPENDIX D: Quantitative Data: SPSS Tables 37

BIOGRAPHY 39

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LIST OF TABLES

Tables Page

4.1 Educational Level of Respondents 14

4.2 Occupation of Respondents 14

4.3 Monthly Income of Respondents 14

4.4 SPSS Custom Table Segmentation vs. Demographic 15

4.5 SPSS Custom Table Segmentation vs. Lifestyle 15

4.6 Independent Samples Test Segments of Kiosk User and Satisfaction Level 17

4.7 Custom Table: Segments vs. Payment Channels 18

4.8 Custom Table: Segments vs. Other Service 19

4.9 Custom Table: Segments vs. Mobile Usage 19

4.10 Custom Table: Segments vs. Satisfaction on Kiosk 20

4.11 Custom Table: Segments vs. Importance Rate on Future Kiosk 21

4.12 Correlation: Segments vs. Other Services 21

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LIST OF FIGURES

Figures Page

1.1 Different Kiosk in Thailand 1

2.1 Thailand 4.0 3

4.1 Model 1. Telecommunication brand 10

4.2 Model 2. Telecommunication brand with other services 11

4.3 Model 3. Third Party Kiosk 11

4.4 Gender of Respondents 13

4.5 Living Area of Respondents 13

4.6 Age Range of Respondents 13

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CHAPTER 1

INTRODUCTION

1.1 Report Overview

This study is a contemporary topic in applied marketing that includes three main

objectives as follows; firstly, to understand the business model of Kiosk Top-Up

machine in Thailand. Secondly, explore customer’s behaviors on the factors on using

Kiosk. Lastly, to determine factors that influence and lead to customers’ usage of Kiosk.

According to dictionary website, “Kiosk” means “a small structure having one

or more sides open, used as a newsstand, refreshment stand, bandstand, etc.” (2018) . In

this report “Kiosk” will be used to represent a self-service machine that providing

payment service mainly for mobile fees and including utility and other fees. Aside from

standard platform of mobile top-up, Kiosk providers are providing additional

application as well. There are 3 main types of Kiosk which are 1 . Telecommunication

brand 2. Telecommunication brand and other services and 3. Third Party Kiosk.

Figure 1.1: Different Kiosk in Thailand

Based on information given by the Royal Thai Embassy, Washington D.C.

(2017), Thailand 4.0 will focus on “Competitive Advantage” strategy into “5 Groups

of Technology and Targeted Industries”. And, Kiosk machine falls into group four

named “Digital, Internet of Things (loT), Artificial Intelligence and Embedded

Technology”. According to the article from Thansettakit (2017), the market size of

kiosk top-up machine in Thailand is huge and valued about 21 billion baht.

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There will be 3 key variables in this study 1) Customer characteristics such as

demographic and geographic. 2) Consumer behaviors including frequency and payment

range. 3) Psychographic such as lifestyle and preferences. As a result, this study will

provide more information on customers profile and the factors that influence them to

use the Kiosk.

1.2 Research Objectives

To study on the Kiosk Top-Up machine in Thailand on three main keys

objectives that will be covered the topic as follows;

1. Understand the business model of Kiosk Top-up machine in Thailand

This topic will study on the current business model, operational flowchart in Kiosk

Top-Up machine in the aspect of companies and service provider. The result will clarify

on background of kiosk industry in Thailand, type of kiosk, what are Kiosk top up,

market size and opportunity in the business.

2. Understand Customer’s behavior on using Kiosk-Top up machine

This topic will be focus on customer’s details. There will be 4 list of sub question to be

asked under “who, where, when and why customers use the Kiosk Top-Up machine.

This insight details lead us to see the reasons and fact of their habits, which can be apply

in company future marketing focus.

3. Understand Factors that influence/lead to customers usage of Kiosk

machine

This topic will identify the factors that motivate customers (end-user) to use

kiosk top-up machine. Aside from that, with the result given from marketing research,

it will show how customers weight each factor, which can lead to “how can company

use this information for marketing purpose.

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CHAPTER 2

REVIEW OF LITERATURE

2.1 Situation of Thailand 4.0

According to Thai BBC, Thai Government announced that, Thailand will shift

from Thailand 3.0 model; focusing on heave industrial manufacturing to Thailand 4.0

model; innovation and value based industry since 2017 (Bunchanonth, 2017). This

policy didn’t affect only to the huge corporates, but also to individual Thais as well.

Starting from the behavior changes of Thais that more familiar to proceed their payment

through various online method such bank transfer via bank website, bank’s mobile

application, Prompt pay ( Free transfer to every bank within amount of THB 5,000)

and Scan and Pay by QR code. According to the Digital Consumer in Thailand in

Euromonitor International (2017), digital or online payment had been wildly accepted.

It can be shown on the adaptation of online payment that each companies. This will be

an opportunity for the vending machine as people get more familiar with a machine.

Figure 2.1: Thailand 4.0 (Languepin, 2017)

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According to information given by the Royal Thai Embassy, Washington D.C.

(2017), Thailand 4.0 will focus on “Competitive Advantage” strategy into “5 Groups

of Technology and Targeted Industries”. And, Kiosk machine falls into group four

named “Digital, Internet of Things (loT), Artificial Intelligence and Embedded

Technology”. From this fact, Thailand will get closer to “cashless society” concept that

Thais will use less cash and will use Electronic money instead. This will bring Near-

field communication (NFC technology) to support the electronic transaction.

According to “Information Kiosk for Use in Electronic Commerce: Factors

Affecting its Ease of Use and Usefulness”, it shows that customers concern on easy to

use, security, and reliability of the machine (Tung, 2001). With these fundamental

information, we can use them to develop further details and questionnaires. There are

also study on similar topic of Kiosk Top-Up machine in for South Sudan mentioning

the readiness of the convenient corner shop (2013). This study shows that this business

model is not limited to use in Asia or USA, but can be used in Africa as well. That

people now are more open on the technology. On the other hand, Kiosk providers

should not only develop their software, but should also focus on marketing to increase

customer awareness on the security and reliability of the Kiosks.

2.2 Free Fees Bank Policy

According to Longtun Man, investment website, the announcement of no fees

for transferring to different bank brand has been announce on since 2 6 March 2 0 1 8

from 4 major banks in Thailand including Kasikorn Bank, Siam Commercial Bank,

Krung Thai Bank and Thai Military Bank (2 0 1 8 ) . This phenomenon has encourage

their customers to use bank service instead of using other method such as third party

Kiosk and Counter service. Before the announcement on 2 8 March 2 0 1 8 , when

customers transferring money across banks or paying for other service through bank,

they need to pay service free starting from THB 5 up to THB 35 (Moneyhub, 2018).

Thus, in order to avoid this, customers use Kiosk to pay for their mobile fees due to

lower . According from the article in the investment website) Longtun Man (2 0 1 7 ) ,

Boonterm, one of the leading Kiosk Company got profits more than 4 2 0 million Thai

baht in 2016. With this, these major banks foreseen the opportunity to bring back their

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customer to use their service directly. Even though they didn’t charge for the service

fees, these bank still get commission fees from the telecommunication companies. With

this strategy, it will directly affect to the usage of Kiosk in the future.

2.3 Kiosk Industry in Thailand

According to the article from Thansettakit (2017), the market size of kiosk top-

up machine in Thailand is huge and valued about 2 1 billion baht and the number of

profit has been increasing rapidly in each year. It can be interpreted that the acceptance

of Thais toward kiosk usage has been wildly accepted and the number of Kiosk has

been spread out to serve the need nation-wide. Nevertheless, with the announcement of

Free Fees from Thai banks, it directly affect to Boonterm situation immediately.

Manager News Online has been reported the price of the company stock named

FSMART has been decreased for 7.69% (2018). This can be interpreted that without

any further changes or development of the Kiosk, this industry might in the risky

position.

In summary, there are various data related to the kiosk and the value of the

market in terms of the whole industry and in the aspect of supply side such as

telecommunication companies, service providers and shop owners. With all of these

information, there are 3 main ideas from the literature reviews as follows;

1. Overall Kiosk top-up machine industry in Thailand

2. Adaptation of Kiosk toward Thailand 4.0 policy

3. Additional application and interface that can enhance usage of Kiosk top-up

machine

With all of these data and understanding toward the kiosk top-up machine, this

information can be used in terms of developing the questionnaires for the demand’s

side. As a result, this study will show the factors that lead to more usage of the machine

and how the companies can encourage customers to use accordingly.

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CHAPTER 3

RESEARCH METHODOLOGY

3.1 Research Objective

This study used both exploratory research and descriptive research in the

purpose of getting the accurate data. Mainly collecting data directly from the end-user

of the Kiosk. In addition, this research also covered in-depth interview from the expert

and the owner of the Kiosk as well in order to understand the different dimension of

information from related parties toward Kiosk.

3.2 Exploratory Research

3.2.1 Literature review

To understand the current situation of Kiosk Top-Up machine, this study

used details from various sources in order to collect the data and analyzed them in to

each key mail ideas.

Google and Google Scholar; this search engine websites are important to

this study. Google is use for searching for news, articles and interviews of related

players of this business. On the other hand, Google Scholar is to use for searching

academic journals that have been published in order to use as a reference. Most of the

information are not ready to use for Kiosk-Top-Up machine industry. However, there

are related details and factors in those journals.

Euro Monitor website has been use through the account of MIM program,

Thammasat University, It shows the statistic and growth of digital payment and

activities for these recent years. This data can be used to analyze the acceptability of

technology among Thai people.

3.2.2 In-depth interview

There were 2 sets of in-depth interviews which are 1) Industry Expert and

2). Kiosk Owners (3 Shops). These interview views has been conducted individually in

their venue in order to understand on how they are operating on this business and their

direct feedback.

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3.3 Descriptive research

3.3.1 Offline questionnaire

Offline questionnaire of this study has been sent to the shop owners. They

collected data from directly from the end user after using Kiosk service. The question

in the questionnaire focused on their satisfactory level toward current service of Kiosk,

their importance level for further development of the Kiosk and their personal

information.

3.3.2 Online survey

Online survey of this study has been conducted for 1 month through online

platform. The question in the survey focused on their satisfactory level toward current

service, their importance level for further development of the Kiosk and their personal

information

3.4 Data Collection Process

According to the research methodology, this study included 2 parts which are

exploratory research and descriptive research. These research has been done differently

in order to collect the accurate data from different types of respondents. Herewith the

details of each research;

3.4.1 Qualitative research

This interview aim to collect data from the shop owner who also provide

kiosk for the customer. This samplings, kiosk owner, will be able to observe the

feedback of the customers directly. Moreover, this study will be able to clarify their

satisfaction toward kiosk and supporting service

3.4.2 Quantitative research

Offline questionnaire is focusing on feedback of current user. This survey

will be conducted at the kiosk machine. By this, the respondents will be able to

complete the form with fresh experiences in both positive and negative ways.

Online survey is focusing on kiosk users. By launching this questionnaire,

the data from the respondent can be used for identify their satisfaction level along with

the importance of factors that would lead to the more usage of the Kiosk. The result be

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applied in the recommendation part on how the company can encourage these people

to use more frequent.

3.5 Sampling Plan

This research has been conducted by using convenient sampling method. The

qualifications of each respondents


Shop Owners; the interviewees are also the owner of shop that providing

Kiosk to serve their clients. It has been conducted separately in their shop in Dindaeng

(Bangkok), Srivara (Bangkok) and Nakornayok.

Industry Expert; the expert that has been selected for this research is Dr.

Thantham Yeesarn, Project Director of Retailing Technology Co., Ltd. and a Professor

from Silpakorn University, Bangkok. He has been working in Information Technology

and Kiosk project since 2 0 0 9 with an outstanding reference behind leading Kiosk

machines in Thailand.

3.5.2 Descriptive research

Offline Questionnaire; the questionnaires has been sent to the shop owners

in order to distribute to the target respondents after they use the kiosk machine in the

shop. The condition for this questionnaire was the respondent could answer only once.

There are in total of 4 shops which located in different places which are Dindaeng

(Bangkok), Srivara (Bangkok), Nakonayok and Chiang Mai.

Online Survey; the survey has been created and sent the link through online

platform such as Facebook Post, LINE chat and Email. The respondents included for

current users and non-current user by the screening question.

3.6 Data Analysis

3.6.1 Qualitative data analysis

The qualitative data of this study came from 2 sets of in-depth interviews

which are 3 shop owners whom providing Kiosk service and one industry expert.

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3.6.2 Quantitative data analysis

1. Frequency Analysis has been used to identify the overall respondents

profile in terms of demographic and purchasing behaviors. Also, this analysis has been

used for segment the respondents into groups based on their behaviors, light and heavy

user. This helped the data to become easier to process and analyze using other

analyzing methods, such as regression analysis and correlation.

2. Independence Sample T-Test has been used to see the different between

variables.

3. Custom Tables has been used to compare frequency and means of each

variable and factors to the segments of the respondents.

4. Correlation has been used to show the relationship of each variables.

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CHAPTER 4

RESULTS AND DISCUSSION

4.1 Qualitative Research Result

4.1.1 Literature review

Has been mentioned in the literature review (Chapter 2).


4.1.2.1 Industrial expert

Originally, Kiosk Top-Up machine has been designed for each

individual telecommunication service provider to the customers or end users (Top-Up

Kiosk,2016). However, when the time passed by, the new option has been added in to

the Kiosk in order to serve customers need. After a personal interview with expert

(Yeesarn, 2018), Project Director of Retailing Technology Co., Ltd. and a Professor

from Silpakorn University, there are 3 major models of Kiosk in the industry including;

1) Telecommunication brand

2) Telecommunication brand with other services

3) Third Party Kiosk.

Figure 4.1: Model 1. Telecommunication brand

This type of Kiosk is the first model that has been introduced to market that

each customer of each telecommunication brand can pay only for their mobile fees

under its own brand.

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Figure 4.2: Model 2. Telecommunication brand with other services

This type is the second model that aside from paying the fees, those Kiosk has

been added extra services such as electricity, water, credit card, insurance fees and so

on in order encourage customers to use (Fintech, 2017). However, the customer cannot

pay other telecommunication services.

For Kiosk under model 1 and 2, these machine belongs to each own brands.

The companies will rent a space in department store, community mall or even in front

of the shops. And, they are taking care for support and operation system.

Figure 4.3: Model 3. Third Party Kiosk

The last type of Kiosk Top-Up machine is a Third Party Kiosk. This Kiosk

will be operated by a company that is not related to telecommunication companies.

These service

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provider companies operate as connecting point between telecommunication

companies and other services including utility, game card, credit card and insurance to

the end user through the machine that has been placed in the kiosk machine owner’s

venue. The well-known brands including Boonterm, Singer and Power Gold.

4.1.2.2 Shop Owners

On the other side, the in-depth interview with shop owners whom

providing Kiosk had been conducted to 3 different persons. The details has been

clarify as below;

- Kiosk service increase number of customers in their shops

around 30% of their customers visited the shop only for using Kiosk.

- Customers need only 1 – 2 guidance from the shop owners when

they firstly use the Kiosk.

- They happy to have Kiosk as it can be operated 24 hours, so they

didn’t lose opportunity to make money when the shop is close.

- Customers ask for further services such as purchasing LINE

credit, can transfer money, pay for application on App store or Play store.

- Call centre and support from the Kiosk Company is very

important that must be able to contact 24 hours every day.

- The problem from using Kiosk is very low. The approximate rate

is 1 time a month, which were the minority problem that can be fixed within 15 minutes.

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4.2 Quantitative Research Result

Figure 4.4: Gender of Respondents

Figure 4.5: Living Area of Respondents

Figure 4.6: Age Range of Respondents

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4.2.1 Respondent Profile

As shown in figures and tables above, 62.6% of respondents were female

and 37.4% were male. The majority of the age range is in the range of 21-30 years old,

which accounts 63.8% of the total respondents. Around 74.1% of the respondents lives

in Bangkok Metropolitan. Their educational level mostly lies in “Bachelor’s degree”

with 74.7% and following by 19.5% of Master Degree, 4% high school, 1.1% Doctoral

Degree and 0.6% below high school. The occupations of these respondents were

classified into students, freelancers, office workers, business owners, government

Table 4.1: Educational Level of Respondents

Table 4.2: Occupation of Respondents

Table 4.3: Monthly Income of Respondents

Monthly Income N=174 Percent

15,000 and below 17 9.80%

15,001-30,000 47 27%

30,001-45,000 87 50%

45,001-60,000 11 6%

More than 60,000 12 7%

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sectors, and unemployed, which represented in percentage as 10.9%, 25.3%, 44.3%,

1.7%, 13.2%, and 4.6% respectively. For the monthly Salary, 50% of the respondents

have THB 30,000-45,000 per month.

4.2.2 Segmentation

Table 4.4: SPSS Custom table Segmentation vs. Demographic

Table 4.5: SPSS Custom Table Segmentation vs. Lifestyle

The 174 respondents were, then, has been segmented into 2 different

groups based on their behavior on using Kiosk machine, Light Users and Heavy Users,

which each of the segments contains 156 and 18 populations respectively.

Light Users, as shown in table 4, 59.6% of the populations are female

and 40.4% are male. For the age, the majority lies in 21-30 years old for 63.5% and

following by 31-40 years old at 21.2%. The educational level covers from below high

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school to Doctoral Degree, but the top three percentages are Bachelor’s Degree at

73.1%, Master Degree at 21.8% and High school at 3.2%. Moreover, 47.4% of the

populations of this segment’s salary rages lie between THB 30,001- 45,000 at 47.4%

and following by THB 15,001-30,000 at 28.2%, below THB 15,000 at 9.6%, more than

THB 60,000 at 7.7% and THB 45,001-60,000 at 7.1%. For their life style, they are more

likely to study and working at the same time whom prefer to stay at home instead of

going to the department store in their free time. They are interesting in new technology

and like to do online shopping. For their online payment, as it shown in the table 6,

most of them agree that they have transferred money through mobile banking. They

agree that they will use less Kiosk because of the mobile banking service that will

eventually lead to less usage of Kiosk as they will use less Kiosk because they can pay

through different channel.

Heavy Users, as shown in table 4, 88.9% of the populations are female

and 11% are male. For the age, the majority lies in 21-30 years old for 66.7% and

following by below than 20 years old, 31-40 Years old and more than 50 years old at

the equal share at 11.1%. The educational level covers only 2 levels, which are Bachelor

degree at 88.9% and high school at 11.1. Moreover, 47.4% of the populations of this

segment’s salary rages lie between THB 30,001- 45,000 at 72.2% and following by

THB 15,001-30,000 at 16.7% and below THB 15,000 at 11.1%. For their life style, they

are not likely to study and working at the same time whom prefer to go to the

department store when they have free time instead of staying at home. They are

interesting in new technology and like to do online shopping. For their online payment,

as it shown in the table 5, less than half of the population in this segment transferred

money through online banking, which they do not agree that they will use less Kiosk

because they use mobile banking for paying fees. They agreed that they will use less

service from Kiosk as they can pay through different channel.

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Table 4.6: Independent Samples Test Segments of Kiosk User and Satisfaction

Level

From table Independent Samples Test Segments of Kiosk User and

Satisfaction Level, it shows how the segments are different in each of the attribute of

the satisfaction level. For example, the availability of languages and easy to understand

attributes are “Equal variances with different mean”. Another group of attributes

including Easy to Use, Screen Brightness, Screen Sensitivity, Able to Return Change

and Service Support is fast are having "Not equal variances, and different in mean" and

Kiosk Color, Brand reputation are having "Equal variances are assumed, but there are

differences in the mean of the two segments".

Equal variances assumed .003 .959 -1.755 134 .082

Equal variances not assumed -2.026 25.344 .053

Equal variances assumed .358 .551 1.686 134 .094

Equal variances not assumed 1.745 23.079 .094

Equal variances assumed 3.625 .059 1.350 134 .179




Equal variances assumed 3.861 .051 -1.990 134 .049








Equal variances assumed .054 .817 -.284 134 .777

Equal variances not assumed -.307 23.904 .762















Equal variances assumed .010 .919 -.759 134 .449

Equal variances not assumed -.637 20.337 .531

Equal variances assumed 5.503 .020 .559 134 .577

Equal variances not assumed .798 33.189 .431

Satisfactory - Languages Available

Levene's Test for Equality of

Variances

F Sig. t df Sig. (2-tailed)

t-test for Equality of Means

Satisfactory - Accessibility

Satisfactory - Visibility

Satisfactory - Variety of Service

Satisfactory - Service Support is

fast

Satisfactory - Easy to Understand

Satisfactory - Easy to Use

Satisfactory - Screen Brightness

Satisfactory - Screen Sensitivity

Satisfactory - Easy to insert money

Satisfactory - Able to Return

Change

Satisfactory - Kiosk Design

Satisfactory - Kiosk Color

Satisfactory - Audio Available

Satisfactory - Brand Reputation


Easy to Contact


effective

Satisfactory - Low failure rate

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4.3 Result for Research Objective

4.3.1 Understand the business model of Kiosk top-up machine in

Thailand 1

The result has been describe in “Qualitative: In-depth Interview” section.

The summary of Kiosk business model from the industry expert that cover the

operational flowchart of each model in the aspect from supply side, type of Kiosk and

opportunity of this industry.

4.3.2 Understand customer’s behavior on using Kiosk-top up machine

The result has been shown in respondent profile. In order to understand the

lifestyle and behavior of respondent, demographic has been used for segmenting. Then,

behaviors and lifestyle factors have been used as dependent variable.

4.3.2.1 Custom Table: Segments vs. Payment Channels

Table 4.7: Custom Table: Segments vs. Payment Channels

Payment Channels

Segments of Kiosk User

Light User (N=156) Heavy User (N=18)

N Percent N Percent

Channel - Counter AIS, TRUE, DTAC Yes 38 24.4% 8 44.4%

No 118 75.6% 10 55.6%

Channel - Payment Kiosk from AIS, TRUE, DTAC Yes 62 39.7% 13 72.2%

No 94 60.3% 5 27.8%

Channel - Payment Kiosk from Third Party Yes 85 54.5% 16 88.9%

No 71 45.5% 2 11.1%

Channel - Counter Service (7-11) Yes 35 22.4% 3 16.7%

No 121 77.6% 15 83.3%

Channel - Bank (Internet, Applications, ATM) Yes 57 36.5% 0 0.0%

No 99 63.5% 18 100.0%

Channel - Others Yes 0 0.0% 1 5.6%

No 156 100.0% 17 94.4%

From table 4.7, it shows how each segments pay for their mobile fees.

The top 3 payment channel for light users are Third party Kiosk at 54.4%, Kiosk from

telecommunication companies at 39.7% and bank at 36.5%. On the other hand top three

channel for heavy users are Third party Kiosk at 88.9%, Kiosk from telecommunication

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companies at 72.2% and Shop’s counter at 44.4%. There are none of heavy users pay

their fees through bank.

4.3.2.2 Custom Table: Segments vs. Other Payment Service

Table 4.8: Custom Table: Segments vs. Other Service

From table 4.8, it shows the frequency of respondent on other payment

service in Kiosk. Light users are rarely pay for other services as it shown in a low

percentage at 28.2%, 26.9% and 26.3% in paying utility, credit card and game credit

respectively. On the other hand, heavy user has higher percentage on paying other

service via Kiosk as follows; 66.7%, 61.1% and 44.4% in paying Game credit, utility

and Line stickers. For the insurance, it is the least popular service among respondents.

4.3.2.3 Custom Table: Segment vs. Mobile usage

Table 4.9: Custom Table: Segments vs. Mobile Usage

For Light user, they more than half of respondents are using AIS that

counts 51.3% and following by TRUE at 25% and DTAC at 23.7%, which majority is

the post pay subscriber at 54.5%. On the other hand, heavy user are using 2

telecommunication brands which are 55.6% of TRUE and 44.4% of AIS. And, majority

are using pre-paid at 88.9%. Thus, it can inferred that using postpaid can cause less

N Percent N Percent

Yes 44 28.2% 11 61.1%

No 112 71.8% 7 38.9%

Yes 41 26.3% 12 66.7%

No 115 73.7% 6 33.3%

Yes 14 9.0% 8 44.4%

No 142 91.0% 10 55.6%

Yes 42 26.9% 4 22.2%

No 114 73.1% 14 77.8%

Yes 8 5.1% 2 11.1%

No 148 94.9% 16 88.9%

Yes 12 7.7% 6 33.3%

No 144 92.3% 12 66.7%

Other Service - Insurance

Other Service - Other


Light User (N=156) Heavy User (N=18)Other Service

Other Service - Utility

Other Service - Game Credit

Other Service - Line Stickers

Other Service - Credit Card Payment

N Percent N Percent

Which of these mobile service providers are you using? AIS 80 51.3% 8 44.4%

TRUE 39 25.0% 10 55.6%

DTAC 37 23.7% 0 0.0%

Are you a prepaid or a postpaid subscriber? Prepaid 71 45.5% 16 88.9%

Postpaid 85 54.5% 2 11.1%

Mobile Usage



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usage on Kiosk according to the Light user while using pre-paid can lead to more

frequent usage in Kiosk.

4.3.3 Understand factors that influence/lead to customers usage of

Kiosk machine

This topic will identify the factors that motivate customers (end-user) to

use kiosk top-up machine. Aside from that, with the result given from marketing

research can be used on “how can company use this information for marketing purpose.

4.3.3.1 Custom table: segments vs. satisfactory

Table 4.10: Custom Table: Segments vs. Satisfaction on Kiosk

From the SPSS result in table 4.10, it shows the satisfactory level from

light user and heavy user. Light users are highly satisfied on easy to use, easy to

understand and low failure rate. On the other hand, they least satisfies on input money,

return changes and language availability. With this, it can be interpreted that light user

is already satisfied on the usage function, but need the improvement on monetary

function (easier to insert the banknotes and should provide changes) and more variety

of languages. For the heavy user, they highly satisfied on Easy to understand,

Accessibility and effectiveness of service support. On the other hand, they are least

satisfied on color of Kiosk, languages availability and brand reputation of the Kiosk.

Thus, it can be summaries that light user is satisfied on the easy to access, use and

Mean

Standard

Deviation Count Mean

Standard

Deviation Count

Satisfactory - Accessibility 3.77 1.17 156 4.28 .96 18

Satisfactory - Visibility 3.86 1.38 156 3.28 1.32 18

Satisfactory - Variety of Service 3.82 1.13 156 3.44 .92 18

Satisfactory - Languages Available 3.05 1.12 156 2.00 1.33 18

Satisfactory - Easy to Understand 4.04 1.04 156 4.56 .86 18

Satisfactory - Easy to Use 4.38 .83 156 3.17 1.29 18

Satisfactory - Screen Brightness 3.75 1.02 156 3.17 1.10 18

Satisfactory - Screen Sensitivity 3.80 1.20 156 3.39 .61 18

Satisfactory - Easy to insert money 2.95 1.50 156 3.06 1.35 18

Satisfactory - Able to Return Change 2.99 1.60 156 3.76 1.09 18

Satisfactory - Kiosk Design 3.13 1.33 156 3.72 1.02 18

Satisfactory - Kiosk Color 3.35 1.09 156 1.88 1.11 18

Satisfactory - Audio Available 3.42 1.22 156 3.72 .83 18

Satisfactory - Brand Reputation 3.32 1.04 156 2.56 1.09 18

Satisfactory - Service Support is Easy to Contact 3.75 1.33 156 2.78 1.59 18

Satisfactory - Service Support is fast 3.74 1.38 156 3.00 1.24 18

Satisfactory - Service Support is effective 3.69 1.25 156 3.94 1.59 18

Satisfactory - Low failure rate 3.99 1.17 156 3.83 .71 18

Satisfaction on Kiosk



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service, but they need further development on the branding and appearance of the kiosk.

For the language, once the Kiosk provide various languages, it can fix problems for

both segments.

4.3.3.2 Custom table: segments vs. importance factor rate

Table 4.11: Custom Table: Segments vs. Importance Rate on Future Kiosk

From the SPSS result in table 4.11, it shows the importance level from

both light user and heavy user toward the further development of the new Kiosk. With

the scale of 5, Light users weight 4.50 means on Low failure rate and following by

More technology enhancement and support at 4.46 and faster operational speed at 4.42.

For the least weight is Kiosk design that has 3.78 mean score. On the other hand, heavy

user’s result has been showed that More technology enhancement and support is the

most importance weight at 4.78 and following by faster operational speed at 4.74 and

Low failure rate at 4.61. Both group has weight the design factor in the least importance

position. In summary, there are 3 most importance for both segments including 1) low

failure rate 2) More technology enhancement and support 3) Faster operational speed.

And, the least importance is design of the Kiosk.

4.4 Relationships between variables

4.4.1 Correlations: segments vs. other services

Table 4.12: Correlations: segments vs. other services

Mean Count Mean Count

Importance - Provide more function and service 4.31 156 4.11 18

Importance - More user friendly 4.30 156 4.11 18

Importance - More technological advancement such as QR Code and NFC 4.46 156 4.78 18

Importance - Faster speed 4.42 156 4.72 18

Importance - Kiosk Design 3.78 156 3.00 18

Importance - Low failure rate 4.50 156 4.61 18

Imaportance Level for Future Kiosk



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Regarding to the table 4.12, there is a negative relationship between

segments and Other Payment Service on Utility, game credit, Line stickers, Insurance.

While, there is no relationship on Credit card.

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CHAPTER 5

CONCLUSIONS AND RECOMMENDATIONS

5.1 Summary

This research “Influence of Thailand 4.0 towards the Design of Future Kiosk

Top-up Machine”, the objective is to understand the Kiosk industry in Thailand, learn

customers’ behaviours and find the factors that can lead customers to use more Kiosk.

Overall answer to the objectives. After studied, result shows that current satisfaction

level toward Kiosk is above the mean. However in language availability is still need

further development. For the importance attribute for the future Kiosk design both

segments least concern on “Design of the Kiosk”. However, they weight on “Low

failure rate” and “More technology enhancement and support”. Thus, it can be

summarized that user mainly concern on functionality of the Kiosk.

After collected data, the research has been shown that the segments can be

classified based by frequency based. This study can clarified the type of respondents

into 2 segments which are Light User and Heavy User based of their behaviour toward

using on Kiosk Machine. These two group have huge gab in terms of population as

Light user consist of 156 respondents while Heavy user consist of 18 respondents.

Nevertheless, majority of respondents are female. The respondents are mainly in the

age range between 21-30 years old, living in Bangkok Metropolitan area having

Bachelor degree whom working as employee and get salary in the rage of have THB

30,000-45,000 per month. These information can be used in order to develop the most

suitable promotional campaign and promotion.

5.2 Conclusions and Recommendations

Regarding to the recommendation for the Kiosk producer, the company should

be more focus on the functional of the kiosk in order to encourage customers to use

more. Mostly will be the development on the software in order to create friendly to user

interface that proving more languages. For the design, it can be a minority change or

leave it for the next phrase. On the other hand, for all three models of Kiosk, they should

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focus on the functional as soon as possible. Aside from that, they company should pay

attention in promoting their Kiosk on their strong attribute such as variety of services,

friendly to users and fast speed for paying bills. The company should

go for value added strategy because banking just turned itself to be Kiosk direct

competitor after announcing the “free fees campaign”.

Further recommendation regarding to the new generation of Kiosk machine is

the functions. With the marketing intelligent system including trends, tradeshows,

feedback from expertise and clients, the Kiosk should add more functional feature such

as combining with vending machine, Coffee machines or other physical kiosk that

already existing in the market. This could be a join venture program, so each party can

provide can share their strengths and providing the better version of Kiosk machine.

5.3 Limitations

All of the research has problems or limitations, in “Influence of Thailand 4.0

towards the Design of Future Kiosk Top-up Machine”, there are a total of 5 limitations

with details as follows;

5.3.1 Sample Size

In the beginning, the number of respondent should be more than 200

respondents. However, the total number of questionnaires respondents reached 174

people. This lead to the less details. During running the data, some data were not

significantly classifiable. If the study contain more sample size, the data should be more

reliable.

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5.3.2 In-depth Interview

In this research, the opinion of the shop’s owner could provide in-depth

details from the demand side of the Kiosk. However, it’s not difficult to ask for

interview as most of them had to sell goods in their shop and seeing interview as a

burden of making money. Furthermore, some owner postponed the interview for 3

times, it leads to difficulties to collect data.

For the interview with expert, there were some limitation of details that he

couldn’t share to us. It would be better to be able to contact another industry expert in

order to see wider vision and ideas.

5.3.3 Time constrain

The total time for this research is around 5 month. Even though the plan

and timeline has been prepared, there were, still, uncontrollable factors that lead to the

delay. If this research provide more time, there will be more opportunity to collect data

more in order to receive a nation-wide feedback as from the current details, the

population from Bangkok Metropolitan is account more than half of total respondents.

5.3.4 Announcement of Bank Free Fees

On 28 March 2018, the news of top 3 banks of Thailand will stop charge

for fees had been posted in every social media and became a talk of the town topic for

a couple of days. This news has been announce after the data had been collected from

respondents and the time contain leads to limitation of changing the questionnaires. If

the announcement occurred during creating the question list, the answer should be more

accurate.

5.3.5 Cluster Analysis

In the beginning, Cluster Analysis has been used in order to classify the

respondent’s segmentation. After running the data, it results in the not significantly

different due to the diversification of the respondents were too limited to create a

significantly different groups. Since the segment of the user are unclear to identify from

this analysis, “Frequency analysis” has been used in segmenting the respondents

instead.

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REFERENCES

Electronic Media

Bunchanonth, P., (2017), BBC Thailand, “Thailand 4.0: Vision of the Land”, accessed

on 22 March, 2018 at http://www.bbc.com/thai/thailand-38527250

Dictionary. (2018), “Definition of Kiosk,” Retrieved April 1, 2018 from Dictionary:

http://www.dictionary.com/browse/kiosk?s=ts”

Euromonitor International (2017, December 10). Digital consumer in Thailand.

Retrieved from Passport database

Fintech, (2017), website “strategy: open new business”, accessed on from

https://brandinside.asia/ boonterm-first-fintech-in-thailand/

Joseph Abuni Gama, J.A., (2013), Journals “Feasibility Analysis of Electronic Top Up

System in the Telecommunication Industry”, accessed on 10 December 2017 at

http://erepo.usiu.ac.ke/handle/11732/2475

Royal Thai Embassy, Washington D.C., (2017), “Agenda 2: Development of

Technology Cluster and Future Industries”, accessed on 4 October 2017 from

http://thaiembdc.org/agenda-2-development-of-technology-cluster-and-future-

industries/

Languepin, O. (2017), .Thailand Business News, “Thailand 4.0, What do you need to

know”, accessed on 18 March 2018 at https://www.thailand-business-

news.com/economics/ 54286-thailand-4-0-need-know.html

Longtunman (2017), website “How many Boonterm Kiosk Exist in Thailand” accessed

on 10 February 2018 from http://longtunman.com/1033

Longtunman (2018), website “Why Banks join Free Fees Campaign” accessed on 23

March 2018 from http://longtunman.com/5044

Manager News Online (2018), website “ Bank Free Fees Campaign directly negatively

impact to the stock value of Boonterm”, accessed on 31 March 2018 from

https://mgronline.com/ stockmarket/detail/ 9610000030846

Moneyhub (2018), website “Fees Comparinson”, accessed on 31 March 2018 from

https://money hub.in .th/ article/fee-comparison/

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Thansettakit, (2017), website “Top-up Kiosk War”, accessed on 4 October 2017 from

http://www.thansettakij.com/content/127307

Thairath, (2016), “Key to success of Mr. Somchai Soongsawang from Boonterm”,

accessed on 24 November 2017 from

https://www.thairath.co.th/content/671341

Top-up Kiosk, (2016), efinanceThai, “ผา่สมรภูมิ`ตูเ้ติมเงิน` การแข่งขนัระอุ แ้่เิงเ่ก้.จบ !1.2 แสนลจ.”

accessed on 4 October 2017 from

https://www.efinancethai.com/hottopic/hottopicmain.aspx?release=

y&id=1395&file_name=ht_201702061047&symbol=HT

Tung, L., (2001), Journals “Information Kiosk for Use in Electronic Commerce:

Factors Affecting its Ease of Use and Usefulness”, accessed on 24 October,

2017 at

http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1079&context=bled2001

Personal Interview

Yeesarn, T., (2018) Interview with Expert on 20 March 2018

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APPENDICES

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APPENDIX A

IN-DEPTH INTERVIEW QUESTION FOR EXPERT

1. Can you share the history of Kiosk industry in Thailand?

2. How to classified Kiosk Top Up Machine in the industry? And what are the

different between them?

3. How Kiosk Company get profits from kiosk machine?

4. What are the attribute that customers (Telecommunication companies) required for

a Kiosk?

5. Possibility of the changes in design?

6. What are the feedback that you received from customer (Telecommunication

Companies)?

7. What are the feedback that you received from end users?

8. What are main concern for building a Kiosk?

9. How accurate for the Kiosk? Bank acceptor and return changes?

10. Opportunity in Kiosk industry

11. What are threats of this industry?Insert text here

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APPENDIX B

IN-DEPTH INTERVIEW QUESTION FOR SHOP OWNERS

1. How long have you install Kiosk into the shop?

2. Is it worth to invest Kiosk into the shop?

3. How many percent of the clients use the Kiosk and didn’t buy anything from the shop?

4. Do you have any bad experience of having Kiosk? Problem?

5. Can you share pros and cons of having Kiosk in your shop?

6. When have problem or error, how to do you?

7. How’s your experience with the Kiosk Company? and support center ?

8. Have customers complain anything about the Kiosk?

9. Have customers give any suggestion on the Kiosk machine or service?

10. Do you need to teach customers to use Kiosk?

11. If there’s a new model of Kiosk, what do you expectation toward it?

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APPENDIX C

QUESTIONAIR QUESTIONS

This survey is a part of the Independent Study project under Master of Marketing,

Thammasat University. The objective is to study of consumer perception on kiosk machine

toward Thailand 4.0.Please answer each question or statement as honestly as possible. All of

the information will be kept confidentiality and be used only for academic purpose. The

questions will take approximately 15 minutes in order to complete.

Part 1: Screening Question

1. Have you ever used Kiosk top up machine?

a. Yes

b. No (End of survey)

2. Have you used Kiosk Top up Machine within the past 3 months?

a. Yes

b. No (End of survey)

Part 2: Basic Information on Usage of Mobile

3. Which of these mobile service providers are you using? (If you have more than one

mobile phone, please select the mostly used one)

a. AIS

b. TRUE

c. DTAC

d. Others: __________

4. Are you a prepaid or a postpaid subscriber?

a. Prepaid

b. Postpaid

5. How much do you spend in total per month (range) ?

a. Below 100 THB

b.101-300 THB

c. 301-500 THB

d.501-700 THB

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e. 701-900 THB

f. More than 900 TB

6. How do you pay or buy your top up? (can select more than 1 choice)

a. Telecommunication shops (counter)

b. Telecommunication Kiosk payment machine

c. Other Kiosk Machine provider

d. Counter service (7-11)

e. Bank (Internet / Mobile application / ATM)

f. Other: ________

7. How many times you pay for the fee in a month

a. 1 time

b. 2 times

c. 3 times

d. More than 3 times

8. Aside from using kiosk for telecommunication payment purpose, what other services do

you use (you can select more than 1)

a. Utility Electricity & Water bills

b. Purchasing game credit

c. Buy sticker for LINE

d. Credit Card fees

e. Insurance fees

f. Other: _____

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Part 3: Feedback toward Kiosk Machine

9. Please indicate your satisfactory level towards current kiosk on each of the attributes

below;

Attributes Satisfactory Levels

Least Satisfied Unsatisfied Neutral Satisfied Most Satisfied

Location:

Accessibility

Visibility

Features: Application

Variety of

Services

Different

Languages

Available

Easy to use

Easy to

understand

Features: Kiosk Machine

Screen

Brightness

Screen

Sensitivity

Easy to insert

bank notes

Easy to insert

coins

Able to return

change

Attractiveness:

Kiosk Design

Kiosk Color

Audio

Available

Reliability: Kiosk Machine

Brand

Reputation

Service support

is easy to

contact

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Part 4: Development of the New Kiosk

10. Please indicate the level of importance towards the development of the new kiosk

machine on each of the attributes below;

Attribute

Levels of Importance

Least Important Somewhat

Important Neutral Important Most Important

Provide more

function and

service

More user

friendly

More

technological

advancement

Faster speed

Compact size

Lower failure

rate

Other: Please

specify

Part 5: Lifestyle and Behaviors

11. How much do you agree on the following statements regarding your Lifestyle?

Attribute Least

agreed Disagree Neutral Agree

Most

Agree

I am studying and working together

I live alone

I prefer to stay at home comparing walking in the

mall when I have a time

I am interested in new technology

I love shopping online

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12. How much do you agree on the following statements regarding your Money

Transaction Behavior?

Money Transaction Behavior? Least

agreed Disagree Neutral Agree

Most

Agree

I have transfer money through mobile banking more

than ATM machine

I transfer money through Promptpay more than

traditional transfer

I believe that “mobile banking service” will decrease

the number of the payment on kiosk

I have transfer money through mobile banking more

than ATM machine

I will use less kiosk machine because I will pay via

“mobile banking service”.

I will use less kiosk machine because I will pay via

other online method aside from “mobile banking

service”.

Part 6: Demographic

13. Gender

a. Male

b. Female

14. Age

a. 20 or below

b.21-35

c. 36-50

d. More than 50 / มากกว่า 50

15. Where do you live ?

a. Bangkok Metropolitan

b. Other Province: ________

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16. Educational level

a. Below High School

b. High School

c. Bachelor’s Degree

d. Master’s Degree

e. Doctoral Degree

17: Occupation

a. Student / นักเรียน

b. Freelance / รับจ้างอสิระ

c. Office worker / พนักงานบริษทั

d. Entrepreneur / เจ้าของธุรกิจ

e. Unemployed / ว่างงาน

f. Other: ________

18. Monthly Income

a. Below 15,000 Baht

b. 15,001 - 30,000 Baht

c. 30,001 - 45,000 Baht

d. 45,001 - 60,000 Baht

e. More than 60,000 Baht

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APPENDIX D

QUANTITATIVE DATA: SPSS TABLES

1. Respondent profile:

Count

Column N

%

Table Total

N %

Subtable

Total N % Count

Column N

%

Table Total

N %

Subtable

Total N %

ชายMale 63 40.4% 36.2% 36.2% 2 11.1% 1.1% 1.1%

หญงิFemale93 59.6% 53.4% 53.4% 16 88.9% 9.2% 9.2%

Other (please specify) 0 0.0% 0.0% 0.0% 0 0.0% 0.0% 0.0%

20 หรือต า่กวา่20 or below

7 4.5% 4.0% 4.0% 2 11.1% 1.1% 1.1%

21-3099 63.5% 56.9% 56.9% 12 66.7% 6.9% 6.9%

31-4033 21.2% 19.0% 19.0% 2 11.1% 1.1% 1.1%

41-509 5.8% 5.2% 5.2% 0 0.0% 0.0% 0.0%

มากกวา่ 50More than 508 5.1% 4.6% 4.6% 2 11.1% 1.1% 1.1%

ต า่กวา่มัธยมปลายBelow High School1 .6% .6% .6% 0 0.0% 0.0% 0.0%

มัธยมปลายHigh School

5 3.2% 2.9% 2.9% 2 11.1% 1.1% 1.1%

ปรญิญาตรBีachelor's Degree

114 73.1% 65.5% 65.5% 16 88.9% 9.2% 9.2%

ปรญิญาโทMaster's Degree

34 21.8% 19.5% 19.5% 0 0.0% 0.0% 0.0%

ปรญิญาเอกDoctoral Degree

2 1.3% 1.1% 1.1% 0 0.0% 0.0% 0.0%

15,000 หรือต า่กวา่15,000 and below 15 9.6% 8.6% 8.6% 2 11.1% 1.1% 1.1%

15,001-30,000 44 28.2% 25.3% 25.3% 3 16.7% 1.7% 1.7%

30,001-45,000 74 47.4% 42.5% 42.5% 13 72.2% 7.5% 7.5%

45,001-60,000 11 7.1% 6.3% 6.3% 0 0.0% 0.0% 0.0%

มากกวา่ 60,000More than 60,000 12 7.7% 6.9% 6.9% 0 0.0% 0.0% 0.0%

Segments

Light 2 Heavy

Gender

Age

Level of Education

Monthly Salary

N Mean

Std.

Deviation

Std. Error

Mean

Light 156 1.5962 .49225 .03941

2 Heavy 18 1.8889 .32338 .07622

Light 156 2.4359 .87385 .06996

2 Heavy 18 2.3333 1.08465 .25565

Light 156 3.1987 .53786 .04306

2 Heavy 18 2.8889 .32338 .07622

Light 156 2.7500 .99434 .07961

2 Heavy 18 2.6111 .69780 .16447

Age

Group Statistics

How many times you pay for the mobile fee in a month?

Gender

Level of Education

Monthly Salary

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38

Lower Upper

Equal variances assumed 90.831 .000 -2.459 172 .015 -.29274 .11904 -.52771 -.05776

Equal variances not assumed -3.412 27.093 .002 -.29274 .08581 -.46877 -.11670

Equal variances assumed .171 .680 .459 172 .647 .10256 .22326 -.33812 .54325

Equal variances not assumed .387 19.630 .703 .10256 .26506 -.45100 .65613

Equal variances assumed 5.054 .026 2.391 172 .018 .30983 .12959 .05403 .56563

Equal variances not assumed 3.539 29.258 .001 .30983 .08755 .13085 .48881

Equal variances assumed 1.651 .201 .576 172 .566 .13889 .24123 -.33727 .61505


Age

Independent Samples Test: Segments vs. demographicsLevene's Test for

Equality of Variances t-test for Equality of Means

F Sig. t df

Sig. (2-

tailed)

Mean

Difference

Std. Error

Difference

95% Confidence

Interval of the Difference

Gender

Level of Education

Monthly Salary

Lower Upper

Equal variances assumed 5.725 .018 1.837 172 .068 .20085 .10935 -.01498 .41669

Equal variances not assumed 1.602 19.882 .125 .20085 .12535 -.06072 .46243





Equal variances assumed 1.464 .228 -.558 172 .577 -.05769 .10335 -.26169 .14630

Equal variances not assumed -.598 21.948 .556 -.05769 .09640 -.25764 .14225

Equal variances assumed 227.679 .000 -3.201 172 .002 -.36538 .11416 -.59071 -.14005

Equal variances not assumed -9.447 155.000 .000 -.36538 .03868 -.44179 -.28898


Equal variances not assumed 1.000 17.000 .331 .05556 .05556 -.06166 .17277







Equal variances assumed .846 .359 -.426 172 .671 -.04701 .11036 -.26483 .17082


Equal variances assumed 3.879 .050 1.030 172 .305 .05983 .05809 -.05484 .17450




95% Confidence

Interval of the Difference

Independent Samples Test: Segments vs. channels & servicesLevene's Test for

Equality of Variances t-test for Equality of Means

F Sig. t df

Sig. (2-

tailed)

Mean

Difference

Std. Error

Difference

Other Service - Other

Channel - Counter AIS, TRUE, DTAC

Channel - Payment Kiosk from AIS,

TRUE, DTAC

Channel - Payment Kiosk from Third

Party

Channel - Counter Service (7-11)

Channel - Bank (Internet, Applications,

ATM)

Channel - Others

Other Service - Utility

Other Service - Game Credit

Other Service - Line Stickers

Other Service - Credit Card Payment

Other Service - Insurance

Lower Upper

Equal variances assumed .847 .359 2.322 172 .021 .99786 .42980 .14950 1.84623

Equal variances not assumed 2.159 20.407 .043 .99786 .46211 .03515 1.96058

Equal variances assumed .147 .702 .217 172 .828 .09188 .42303 -.74311 .92687


Equal variances assumed.355 .552 2.109 172 .036 .62607 .29689 .04004 1.21209

Equal variances not assumed2.004 20.605 .058 .62607 .31240 -.02437 1.27651

Equal variances assumed 6.214 .014 -.469 172 .640 -.12821 .27337 -.66780 .41139


Equal variances assumed 12.799 .000 -2.863 172 .005 -.85684 .29928 -1.44757 -.26610

Equal variances not assumed -5.716 52.452 .000 -.85684 .14990 -1.15758 -.55609

Equal variances assumed 3.862 .051 1.835 171 .068 .53369 .29089 -.04050 1.10789


Equal variances assumed 6.011 .015 3.374 172 .001 1.24573 .36925 .51689 1.97456

Equal variances not assumed 5.405 32.738 .000 1.24573 .23047 .77669 1.71476

Equal variances assumed 63.771 .000 6.578 172 .000 1.68376 .25598 1.17850 2.18903

Equal variances not assumed 3.782 17.904 .001 1.68376 .44525 .74796 2.61956

Equal variances assumed .672 .414 -1.878 172 .062 -.56410 .30033 -1.15690 .02870

Equal variances not assumed-1.778 20.566 .090 -.56410 .31733 -1.22488 .09667

Equal variances assumed 5.086 .025 -1.067 172 .287 -.26923 .25230 -.76724 .22878

Equal variances not assumed

-1.479 27.072 .151 -.26923 .18199 -.64260 .10414

Equal variances assumed 22.835 .000 4.776 172 .000 1.36325 .28545 .79981 1.92669

Equal variances not assumed3.231 18.458 .005 1.36325 .42194 .47836 2.24814

Equal variances assumed 7.348 .007 3.715 172 .000 .92094 .24793 .43157 1.41031

Equal variances not assumed

2.962 19.276 .008 .92094 .31094 .27076 1.57112

Agree - I transfer money through

Promptpay more than traditional

mobile

Agree - I believe that the moblie

banking service will decrease the

number of payment via kiosk

machine

Agree - I will use less kiosk

machine, because I can pay via

mobile banking

Agree - I will use less kiosk,

because I can pay via other online

methods aside from mobile

banking service

Agree - I have transferred money

through mobile banking

Sig. (2-tailed) Mean Difference

Std. Error

Difference

95% Confidence

Interval of the

Agree - I am working and studying

at the same time

Agree - I live alone

Agree - I prefer to stay at home

comparing to walking in the mall

when I have time

Agree - I am interested in the new

technology

Agree - I like shopping through

online platform

Agree - I change mobile when the

new model is released

Agree - I prefer android operating

system than iOS

Independent Samples Test on Segments and Lifestyle Levene's Test for Equality of

Variances t-test for Equality of Means

F Sig. t df

Ref. code: 25605902040889BCL

39

BIOGRAPHY

Name Miss Czarina Laya Tanprasert

Date of Birth April 11, 1989

Educational Attainment

2012: Bachelor Degree of Business and

Administration, Mahidol University International

College

Work Position Assistant to Managing Director

Power Gold Co., Ltd.

Work Experiences 2016 - Present: Assistant to Managing Director

Power Gold Co., Ltd.

2012 – 2016: Corporate Sales Manager

Anatara Siam Bangkok Hotel

(Former: Four Seasons Hotel Bangkok)

Ref. code: 25605902040889BCL

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