“THE INFLUENCE OF TRUST, SECURITY, AND RISK FACTORS ON THE USE OF SPAYLATER LOAN SERVICES ON THE SHOPEE PLATFORM”

Abstract

The objectives of this research were: (1) to study the levels of trust, security, and perceived risk of consumers using the SPayLater credit service on the Shopee platform; (2) to examine the factors of trust, security, and perceived risk affecting consumers’ intention to use SPayLater; and (3) to propose guidelines for enhancing trust and security, as well as reducing risks in using SPayLater services. This study employed a quantitative research approach. The sample consisted of 400 respondents residing in the Lower Northern Region of Thailand. Data were analyzed using descriptive statistics—percentage, frequency, mean, and standard deviation—and inferential statistics through regression analysis.

          The research results found that 1) The level of trust and security were related and had a positive effect on the intention to use SPayLater service at the highest level ( =  4.57, S.D. = 0.69). When considering each aspect, it was found that all aspects were practiced at the highest level. The aspect with the highest mean value was trust ( =  4.59, S.D. = 0.71), followed by safety ( =  4.58, S.D. = 0.70), and the aspect with the lowest mean value was risk ( =  4.55, S.D. = 0.67). 2) Factors of trust, safety, and risk affecting the use of SPayLater loan services on Shopee found that factors affecting trust, safety, and risk had a positive effect, with statistical significance at the 0.05 level, affecting the use of SPayLater loan services on the Shopee application for online shopping with statistical significance at the 0.05 level, having a positive effect on each other. With a predictive power of 97.2 percent (R2 adj = 0.972) and a standard error of 7206.516, 3) Approaches to promote confidence and safety, as well as reduce risks in using SPayLater loan services on Shopee. Promoting confidence and safety are key strategies to increase acceptance and sustainable use of SPayLater services, while managing and reducing perceived risks will encourage consumers to use the service with more confidence and responsibility for their financial obligations. All of these will be important guidelines for Shopee and other online loan providers to develop a more reliable and secure “buy now, pay later” payment system in the future.