Factors Influencing the Decision to Use Credit Cards for Payment at Convenience Stores

Background and Aims: The credit card market in Thailand continues to grow despite rising competition from debit cards, e-wallets, and Prompt Pay. Financial institutions enhance convenience through contactless payments, mobile apps, and strategic partnerships. Marketing communication plays a key role in raising awareness and influencing consumer behavior, while strategies like fee waivers and no minimum spending boost appeal. This study examines how marketing communication and credit card benefits impact consumer decisions at convenience stores. Methodology: A quantitative research approach was employed, using structured questionnaires to collect data from 400 credit cardholders aged 20 and above living or working in Bangkok. Descriptive statistics, including frequency distribution, percentage, mean, and standard deviation, were used to summarize the data. Inferential statistical methods, specifically Pearson’s Product Moment Correlation Coefficient and Multiple Regression Analysis, were applied to assess the relationships among marketing communication strategies, credit card benefits, and consumer payment decisions. Results: The findings show that advertising, public relations, and personal selling, along with credit card benefits, significantly and positively influence credit card usage decisions at convenience stores at the 0.05 significance level. However, sales promotion and direct marketing did not show a significant impact. Conclusion: Credit card providers and convenience stores should collaborate on strategic marketing communication to build trust, raise awareness, and promote card benefits. Joint public relations, personal selling, and targeted advertising can effectively engage consumers. These efforts help drive credit card usage and enhance the retail payment experience.