• Wanida Saetang Department of Information Technology, Faculty of Information Technology, King Mongkut’s University of Technology North Bangkok.
  • Sakchai Tangwannawit Faculty of Information Technology, King Mongkut’s University of Technology North Bangkok.
  • Tanapon Jensuttiwetchakul Faculty of Information Technology, King Mongkut’s University of Technology North Bangkok.


Technology acceptance model, Big data technology, Structural equation modeling


The purpose of this study was to investigate the acceptance of Big Data Technology (BDT) within the Thailand context, using Technology Acceptance Model (TAM). The informants of this study were 260 participants who were familiar with BDT. Questionnaires were used to collect the data. The structural equation model (SEM) was employed to test the hypotheses via AMOS software. The result indicated that the research model was consistent with the empirical data with the statistics GFI = 0.959, AFGI = 0.929, SRMR = 0.519, RMSEA = 0.054, NFI= 0.977, CFI = 0.990 and Normed Chi-Square = 1.747. The research model could explain behavior intention to use BDT for 50%. Perceived usefulness and perceived ease of use affect the behavior intention to use BDT at 0.71 and 0.45 at statistical significance level of 0.001. Furthermore, perceived usefulness might be a mediator between the perceived ease of use and behavior intention to use. However, the results also showed that people would actually use BDT only when it was easy to use and useful.


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How to Cite

Saetang, W., Tangwannawit, S., & Jensuttiwetchakul, T. . (2021). A STUDY OF BIG DATA TECHNOLOGY ADOPTION IN THAILAND: ORGANIZATIONAL PERSPECTIVE. Srinakharinwirot University Journal of Sciences and Technology, 13(25, January-June), 110–122. Retrieved from https://ph02.tci-thaijo.org/index.php/swujournal/article/view/246642