The Analysis of Government E-marketplace Adoption in Thailand: A Seller's Perspective utilizing Causal Relationship Model
DOI:
https://doi.org/10.55164/ecbajournal.v18i2.276791Keywords:
Technology-Organization-Environment Framework, Technology Acceptance Model, Trust Concept, Partial Least Squares Structural Equation Modeling, Government e-marketplaceAbstract
This research investigates factors influencing the adoption of Thailand's government e-marketplace from sellers' perspectives. The study develops an integrated theoretical framework by combining the Technology-Organization-Environment (TOE) framework with the Technology Acceptance Model (TAM) and trust concepts. Data was collected through questionnaires from 203 micro, small, and medium enterprises selling OTOP (One Tambon One Product) products via the government e-marketplace platform. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed for data analysis. Findings reveal that perceived usefulness positively influences trust, attitude, and adoption of the government e-marketplace, while website reputation directly affects adoption. Furthermore, trust positively influences attitudes toward usage, and attitudes subsequently drive adoption behavior. These findings contribute to both theory and practice by informing strategic initiatives to enhance e-marketplace adoption through effective communication of system benefits, implementation of robust security measures to establish trust, maintenance of service quality standards to strengthen platform reputation, and development of targeted programs showcasing success stories and providing appropriate training to foster positive user attitudes.
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