Alternative UTAUT Model Influencing the Adoption of a Blockchain Traceability Platform in the Rubber Industry Supply Chain in Thailand

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Published: Apr 30, 2025
Keywords:
UTAUT Model, Rubber Supply Chain, Blockchain Technology, Adoption Behavior, Alternative Model

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Jeeranan Wandee
School of Management, Mae Fah Luang University
Damrongpol Kamhangwong
School of Agro- Industry, Mae Fah Luang University
Samatthachai Yamsa-ard
Digital Transformation Research Center for Agro-Industry and Business, Mae Fah Luang University

Abstract

This study aimed to explore factors related to the blockchain traceability platform within the hypothesis of the Unified Theory of Acceptance and Use of Technology (UTAUT) model and to develop an alternative UTAUT model that influenced the adoption of a blockchain traceability platform in the rubber industry supply chain in Thailand. The study employed the conventional UTAUT model by incorporating the Technological Anxiety (TA) factor, which was hypothesized to influence stakeholders’ adoption of the blockchain traceability platform. The conventional UTAUT model included Social Influence (SI), Facilitating Conditions (FC), Performance Expectancy (PE), and Effort Expectancy (EE) factors, all of which were theorized to influence Behavioral Intention (BI). The sample group consisted of  130 stakeholders. The research tool was a questionnaire, and the results were analyzed using Structural Equation Modeling (SEM), utilized Excel and JAMOVI Software (Version 2.6), for statistical analysis, testing both the hypothesis of the UTAUT model and an alternative UTAUT model.


The findings revealed that the hypothesis of the UTAUT model was not consistent with the empirical data. Therefore, an alternative UTAUT model was proposed, which was found to be consistent with the empirical data. In this model, BI had a clear influence on the adoption of blockchain in the rubber supply chain industry. It was concluded that FC had a direct influence on BI (β = 0.996; p < 0.001). FC plays a significant role in driving stakeholder participation in the rubber supply chain process and highlights the importance of facilitating conditions, such as information technology infrastructure, regulatory modernization, and blockchain technology training for stakeholders. However, TA, PE, SI, and EE were found to have an indirect influence on BI. Based on these findings, the study provides specific recommendations for each factor, suggesting that RAOT should support and encourage the adoption of the blockchain traceability platform in Thailand’s rubber industry supply chain.

Article Details

How to Cite
Wandee, J., Kamhangwong, D., & Yamsa-ard, S. . (2025). Alternative UTAUT Model Influencing the Adoption of a Blockchain Traceability Platform in the Rubber Industry Supply Chain in Thailand . Dusit Thani College Journal, 19(1), 168–181. retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/279886
Issue
Vol. 19 No. 1 (2025): Dusit Thani College Journal: January-April
Section
Research Article
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