Factors affecting the decision to use digital platforms of local governments’ personnel: A Case Study of Khon Kaen Province

Abstract

The purpose of this research is to study factors affecting the decision to use digital platforms by local government organization personnel. A case study of Khon Kaen Province Using quantitative research methods Collect data from all forms of the population who are personnel of local government organizations in Khon Kaen Province. Using qualitative questionnaire data collection. To obtain statistical information with clear confirmation numbers As for data analysis, descriptive statistics will be used to test hypotheses. To analyze factors affecting the decision to use digital platforms by local administrative organization executives and officials. The results of the study found that factors affecting the decision to use digital platforms by local government organizations The factors that most influence technology adoption are theories about technology acceptance. Expectations from technology efficiency and support from supervisors, which have a statistical significance value that has the same value later, Perceived difficulty of use and perceived benefits of technology, respectively The marketing mix concept found that marketing promotion has the most influence. distribution and price, respectively, which significantly influence decision-making. The aforementioned concepts and theories are factors that affect personnel's decisions to use digital platforms. Relationship between demographic factors and factors affecting the decision to use digital platforms From the results of data analysis with ANOVA, it was found that age significantly affects the perceived difficulty of using technology and influences personnel's decision to use digital platforms. From the study, the factors affecting the decision to use a digital platform are known. The researcher therefore proposes appropriate guidelines for the decision to use a digital platform for local government organizations, as follows: Training or learning should be organized on such digital platforms. To understand according to the age group and focus on communicating the benefits that will help the target group recognize the ease and convenience.