BIG DATA ANALYTICS ADOPTION IN THAILAND'S EEC: LEADERSHIP, TECHNOLOGICAL READINESS, AND SYSTEM ALIGNMENT
DOI:
https://doi.org/10.14456/aamr.2026.16Keywords:
Big Data Analytics, Technology Acceptance Model, TOE Framework, Digital Transformation, SME CompetitivenessAbstract
Big Data Analytics (BDA) has become a critical driver of competitive advantage, yet its adoption among small and medium-sized enterprises (SMEs) in emerging economies like Thailand remains largely underexplored. This current study investigates the determinants of BDA adoption within Thailand’s Eastern Economic Corridor (EEC) by integrating the Technology-Organization-Environment (TOE) framework with the Technology Acceptance Model (TAM). Surveying a diverse sample of 340 SME entrepreneurs, the research employs confirmatory factor analysis (CFA) and Structural Equation Modeling (SEM) to evaluate relationships among complex constructs. The findings demonstrate that leadership capability is the most influential organizational determinant for adoption. At the same time, technological readiness, specifically data security and system compatibility, significantly enhances perceived usefulness and ease of use. Furthermore, perceived usefulness strongly predicts actual BDA application, emphasizing that tangible operational benefits heavily drive adoption intentions. The structural model confirms an excellent fit, effectively validating the integrated theoretical approach. Ultimately, this research provides vital practical implications, highlighting that policymakers and industry stakeholders must prioritize transformational leadership development, foster an innovation-oriented culture, and establish targeted training programs to accelerate sustainable digital transformation, competitive advantage, and data-driven decision-making in SMEs.
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