Factors Affecting the Intention of Digital Transformation of Thai Agricultural Entrepreneurs

Abstract

The objective of the study is to examine the factors, including perceived of technology and digital readiness significantly affect to digital transformation in the Thai agricultural entrepreneurs. A total of 300 usable samplings of e-marketplace customers are obtained. The findings reveal that the predictor variables of digital technology (β = 0.643, t = 15.541, P = 0.009), perceived of attributes of innovation (β = 0.173, t = 3.793, P = 0.000), digital readiness (β = 0.109, t = 2.631, P = 0.000), are achieved significance at the 0.05 level.