THE ACCEPTANCE OF TECHNOLOGY AFFECTED DIGITAL TRANSFORMATION OF THAI FURNITURE INDUSTRY
DOI:
https://doi.org/10.55003/IJIET.8104Keywords:
Technology adoption, Digital transformation, Technology adoption, Digital transformation, Thai furniture manufacturing industryAbstract
his study investigates technology adoption and digital transformation among entrepreneurs in the Thai furniture industry. The objectives aimed: 1) to study the level of opinions regarding technology adoption among entrepreneurs in the Thai furniture industry, 2) to study the level of opinions on digital transformation within the same group of Thai furniture industry, 3) to compare the level of technology acceptance among Thai furniture industry classified by different business characteristics, 4) to compare the level of digital transformation among Thai furniture industry classified by different business characteristics, and 5) to study technology adoption influencing digital transformation among entrepreneurs in the Thai furniture industry. A total of 331 entrepreneurs participated in the study. Data was collected through structured questionnaires and analyzed using descriptive statistics, ANOVA, and multiple regression analysis. The findings revealed that both technology adoption and digital transformation were perceived at a high level. Significant differences in technology adoption were found across most business characteristics, except for the type of business operation. Similarly, digital transformation varied significantly across business characteristics, excluding main distribution channels. Furthermore, four key factors of technology adoption perceived usefulness, perceived ease of use, intention to use, and perceived acceptance in terms of investment and budget allocation were identified as significant predictors of digital transformation (p < 0.05). These insights highlight the critical role of technology adoption in driving digital transformation within the Thai furniture sector, offering valuable implications for strategic planning and policy development.
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