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Evaluating the Determinants of Consumer Adoption of Autonomous Vehicles in Thailand—An Extended UTAUT Model
(2023-01-01)
Chaveesuk, Singha
;
Chaiyasoonthorn, Wornchanok
;
Kamales, Nayika
;
Dacko-Pikiewicz, Zdzislawa
;
Liszewski, Wiesław
This study explores the effects of autonomous cars and how they may affect the design of transportation systems. The research investigated the determinants of consumer adoption of autonomous vehicles in Thailand. The research was driven by increasing environmental protection awareness and the need to conserve it through revolutionary technology. The study adopted the extended UTAUT model, where a quantitative method was adopted using primary data from 381 respondents. The results indicated that consumer adoption of autonomous vehicles in Thailand is influenced by performance expectancy, effort expectancy, facilitating conditions, environmental benefits, and purchase subsidy. The recommendations developed were that, to enhance the consumers’ intention to adopt autonomous vehicles, the concerned stakeholders should improve on aspects, such as the ability to improve job performance, increase productivity, ease of use, flexibility, clarity, and understanding, as well as improve social status. The government should also consider subsidizing autonomous vehicles as this would encourage consumption. A limitation of the study is the generalization of the findings as it is limited to Thailand.
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Continuance intention to use digital payments in mitigating the spread of COVID-19 virus
(2022-03-01)
Chaveesuk, Singha
;
Khalid, Bilal
;
Chaiyasoonthorn, Wornchanok
This study investigated the continuous intention to use digital payment solutions in online transactions to mitigate the spread of the COVID-19 virus. Primary data was collected from individuals using digital payment systems in Bangkok, Thailand using a structured questionnaire from a total of 400 respondents. The study adopted the Technology Acceptance Model (TAM). Data were analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) in AMOS 26. The results revealed that factors that significantly affected continuous intention to use digital payments were perceived ease of use, satisfaction, attitude, and social distancing. Satisfaction mediated the effects of perceived usefulness, perceived ease of use, and social distancing on continuous intention to use. Attitude mediated the effect of perceived usefulness on continuous intention to use. The study recommends that concerned policymakers and institutions should consider users’ satisfaction, social distancing, and perceived ease of use when developing digital payment systems.
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The diffusion and adoption of electronic payment systems in Bangkok
(2019-04-01)
Chaiyasoonthorn, Wornchanok
;
Suksangiam, Watanyoo
This article aims to study the diffusion and adoption of electronic payment systems in Bangkok, Thailand. This study is a cross-sectional survey of 394 respondents who lived in Bangkok. This research employs Pearson's correlation and structural equation modeling (SEM) to answer two research questions: 1) How do the socio-economic classes of people show differences in the use of e-payment systems? and 2) What are significant factors driving customers to use e-payment systems? The findings show that user behavior has a positive correlation with personal income. Higher-income people tend to use electronic payment systems more than lower-income people. There is no relationship between areas and use behavior. Moreover, the research shows that adoption readiness, income, and internet banking positively influence use behavior significantly, while electronic money shows a significant negative relationship with use behavior. Education and age indirectly influence use behavior via personal income. The authors also addressed both theoretical and practical implications.
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Decision Making in Selecting Mobile Payment Systems
(2019-01-01)
Chaiyasoonthorn, Wornchanok
Thailand is transforming its economy into a digital economy.Mobile payment (m-payment) is a core technology that helps the country phasesfrom the manufacturing-based economy into the digital economy. However, aquestion remains what factors influencing people to adopt mobile payment. Littleliterature focuses on users in Thailand. This study aims to determine factorsassociating with the decision-making process in selecting m-payment systemsof respondents in Bangkok. The study addresses a research question. What dofactors segregate m-payment adoption? 820 respondents were asked by using aquestionnaire. Employment of confirmatory factor analysis (CFA) developedthe measurement showing acceptable validity and reliability. The study usesmultinomial logistic regression to classify Technology Choices (TCs). The resultsshow low values of Pseudo R-Square, indicating that there is a lack ofpractical variables. Discussions and suggestions are addressed in this research
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Users' acceptance of online literature databases in a Thai university: A test of UTAUT2
(2018-01-01)
Chaiyasoonthorn, Wornchanok
;
Suksa-Ngiam, Watanyoo
Online literature databases are important for higher education and research organizations since they represent a vast collection of academic literature that researchers can utilize and review previous research conducted so far. The study aims to test a theory explaining what drive research students adopt online academic literature databases. Unified Theory of Acceptance and Use of Technology 2 (Venkatesh, Thong, & Xu, 2012) is a new theory in Information Systems that should be tested in a different circumstance. The study surveyed 614 respondents in a Thai university. The data are analysed using structural equation modelling (SEM). The results show that behavioral intention and facilitating conditions did not influence use behavior where as other paths suggested by UTAUT2 are still significant. However, only gender moderates the path from facilitating conditions to behavioral intention. The order moderators did not moderate the path suggested by the theory.
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The adoption of social media by Thai university students: Multiple group moderating effects
(2015-01-01)
Suksa-ngiam, Watanyoo
;
Chaiyasoonthorn, Wornchanok
The purposes of this research are to explain why Thai university students use social media and how differences between groups of respondents moderate the structure of relationships. Four core latent constructs were investigated in this study: behavioural intention (BI), subjective norms (SN), perceived ease of use (PEOU), and perceived usefulness (PU). Two moderating variables, gender and age, were employed to answer the research questions. Respondents (n = 600) in three universities in Bangkok, Thailand, were selected and Structural Equation Modelling (SEM) was employed to analyse the data. The results show that behavioural intention is influenced by perceived ease of use, subjective norm, and perceived usefulness respectively. Perceived usefulness is also influenced by perceived ease of use. Moreover, our study affirms that the path from subjective norm to behavioural intention is moderated by age. This path is stronger for older people than for younger people. Discussions, limitations, and recommendations for future research are addressed.

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