二維條碼支付是一種藉由智能手機或平板電腦掃描二維條碼來支付商品或服務的技術，它透過各種支付方式連接，如自動扣帳、信用卡和現金錢包等等。
本研究的目的是藉由發放400份問卷，調查泰國和台灣消費人口對於二維條碼支付的人口特徵、行銷溝通的覺知和態度做比較。透過SPSS統計統體的t檢定，單因子變異數分析（f檢定）和皮爾生相關係數進行分析。
研究結果顯示在行銷溝通的覺知上，泰國消費人口依年齡、教育程度和職業的差和台灣消費人口的年齡、職業和收入差異導致了不同的行銷溝通觀念。相對於泰國消費人口而言，台灣消費人口對於行銷溝通有更正向的看法和態度。泰國和台灣的消費人口的行銷溝通覺知的二維條碼支付態度有顯著相關。

The advancement of technology has become an imperative part in the perspective of Business, Industries, World Economy, and Lifestyle are changed rapidly. In order to develop several things in this world sometimes either positive or negative. Perhaps, technology will be met with customer’s needs providing many ways of payment in daily life and change consumer behavior in the future conveniently. QR Code Payment is a technology to exchange or buy goods or services by scanning QR Code through smartphone or tablet, which be able to connect with the various ways such as Direct Debit, Credit Card, and Cash Wallet and so on. This study focuses on the behavioral trend for a cashless society in the future as well as study the impact of technology on social change.
The purpose of this research is to compare the behavioral trend of Thai and Taiwanese in term of Perception of Marketing Communication, and Attitude toward QR Code Payment. The data has been collected from 400 samples of Thai and Taiwanese by Questionnaire and analyzed by t-test, One-Way ANOVA (F-test), and Pearson Correlation.
This research mainly indicates the differences of Age, Education, and Occupation of Thai samples; the differences of Age, Occupation, and Income of Taiwanese samples lead to the different perception of marketing communication. Moreover, Taiwanese samples have more positive perception and attitude concerning marketing communication than Thai samples as well as the perception of marketing communication both Thai and Taiwanese samples has a significantly low correlation of attitude toward QR Code Payment.

Chinese Abstract ........................................................................................... i
English Abstract ........................................................................................... ii
Acknowledgements ........................................................................................... iv
Table of Contents ........................................................................................... v
List of Tables ........................................................................................... viii
List of Figures ........................................................................................... xii
List of Charts ........................................................................................... xiii
Chapter 1 Introduction....................................................................... 1
1.1 Research Background........................................................ 1
1.2 Research Objectives........................................................... 2
1.3 Limitations......................................................................... 3
1.4 Definitions......................................................................... 4
1.5 Research Structure............................................................. 5
Chapter 2 Literature Review.............................................................. 6
2.1 QR Code Payment............................................................. 6
2.1.2 How to use QR Code......................................................... 7
2.2 Demographic Characteristics............................................. 8
2.2.1 Age..................................................................................... 8
2.2.2 Gender............................................................................... 8
2.2.3 Income............................................................................... 8
2.2.4 Education........................................................................... 8
2.2.5 Occupation......................................................................... 9
2.3 Perception Theory.............................................................. 9
2.3.1 Stages of Perception.......................................................... 9
2.3.2 Selective Process and Selective Exposure......................... 10
2.4 Marketing Communications.............................................. 10
2.4.1 Procedure to develop effective communication................ 11
2.4.2 Types of media advertising................................................ 12
2.5 Attitude Theory.................................................................. 13
2.5.1 Measuring of Attitude........................................................ 14
2.6 Related Research............................................................... 15
2.6.1 Behavior and Satisfaction of K-Mobile Banking plus Application of Kasikorn Bank Public Company Limited Users in Bangkok............................................................... 15
2.6.2 Factors Influence Customers’ Decision Making Through the QR Code Online System in Bangkok.......................... 17
2.7 Summary of Literature Review......................................... 17
Chapter 3 Research Methodology...................................................... 19
3.1 Population, Samples and Random Sampling..................... 19
3.1.1 Population.......................................................................... 19
3.1.2 Samples.............................................................................. 19
3.1.3 Sampling............................................................................ 20
3.2 Conceptual Framework...................................................... 20
3.3 Hypothesis......................................................................... 21
3.4 The Study Instrument........................................................ 24
3.5 Data Collection.................................................................. 27
3.5.1 Primary Data...................................................................... 27
3.5.2 Secondary Data.................................................................. 27
3.6 Data Analysis and Statistics for Analyzing Data............... 28
Chapter 4 Data Analysis..................................................................... 30
4.1 The Result of Data Collection........................................... 30
4.1.1 Demographic Characteristics of Thai and Taiwanese Samples.............................................................................. 30
4.1.2 Perception of marketing communications of Thai and Taiwanese Samples toward QR Code Payment................. 40
4.1.3 The Attitude of Thai and Taiwanese Samples toward QR Code Payment.................................................................... 64
4.2 Hypothesis Testing............................................................. 86
4.3 The Conclusion of the Hypothesis..................................... 109
Chapter 5 Summary and Conclusion.................................................. 111
5.1 Summary of Finding.......................................................... 111
5.1.1 To study, Demographic Characteristics of Thai and Taiwanese Samples includes gender, age, education, occupation and income toward QR Code Payment............................................................................. 111
5.1.2 To study, Perception of marketing communications of Thai and Taiwanese Samples toward QR Code Payment............................................................................. 113
5.1.3 To study, Attitude of Thai and Taiwanese Samples toward QR Code Payment................................................. 115
5.2 Conclusion and Discussion................................................ 118
5.3 Limitations and Recommendations................................... 122
References ........................................................................................... 123
Appendix I ........................................................................................... 126
Appendix II ........................................................................................... 128
Extended Abstract ........................................................................................... 149

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