This study investigates the widespread adoption of mobile payments (m-payments) and their impact on different generations, particularly post-COVID-19. We fill a gap in research by suggesting a new way to understand this phenomenon through the lens of social cognitive theory. We employed a multi-stage sampling technique, including purposive, quota, and snowball sampling, to ensure comparable group sizes for four generations and obtained usable survey data from 716 Thai online shoppers. The results reveal direct and indirect (through perceived values) significant relationships between technological self-efficacy and m-payment intention. While perceived values, which constitute functional, emotional, monetary, and social values, fully mediate the relationship between technological self-efficacy and m-payment intention in Gen B and Gen X consumers, it only partially mediates such a relationship in the Gen Y and Gen Z cohorts. Our findings also provide crucial theoretical and practical insights for digital commerce in the evolving landscape of m-payment adoption.

中文翻译：

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调查消费者群体的移动支付意图

本研究调查了移动支付（移动支付）的广泛采用及其对不同世代的影响，特别是在新冠肺炎 (COVID-19) 疫情之后。我们通过提出一种从社会认知理论的角度理解这一现象的新方法来填补研究空白​​。我们采用了多阶段抽样技术，包括有目的、配额和滚雪球抽样，以确保四代人的群体规模具有可比性，并从 716 名泰国网购者那里获得了可用的调查数据。结果揭示了技术自我效能与移动支付意图之间直接和间接（通过感知价值）的显着关系。虽然构成功能、情感、货币和社会价值的感知价值完全调节了 B 代和 X 代消费者的技术自我效能与移动支付意图之间的关系，但它仅部分调节了 Y 代和 X 代消费者的这种关系。 Z 世代群体。我们的研究结果还为移动支付采用不断发展的格局中的数字商务提供了重要的理论和实践见解。