Development Of Technology Application Models Suitable For The Tasks Of The Transportation Business
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Abstract
The purpose of this research is (1) to study causal factors such as market focus; Technology acceptance and innovation culture affecting the application of appropriate technology for the transportation industry in Thailand. (2) To study the influence of the application of appropriate technology on the efficiency of transportation business operations in Thailand. and (3) to develop a model for applying technology suitable for the work of the transport business. This is survey research which is a mixed method both qualitative research and qualitative research. Data were collected from interview and questionnaires. The sample was transport company operators in Bangkok and Vicinity, with actual land transportation activities during March - June 2022, totaling 260 company, data analysis using descriptive and inferential statistical techniques by method of Structural Equation Model: SEM.
The results showed that (1) the application of appropriate technology directly influenced the efficiency of the transport business at a significant level of .01. (2) Market-oriented has a direct influence on the application of appropriate technology for the job at the significance level .01. (3) Technology acceptance has a direct influence on the application of technology suitable for the job at the significance level .05. (4) Innovation culture has a direct influence on the application of appropriate technology for the job at the significance level .01. (5) Market focus has an indirect influence on the efficiency of the transport business at the significance level .01. (6) The acceptance of technology has a direct influence on the efficiency of the transport business through the application of appropriate technology for the job at the significance level .05. (7) Innovation culture has a direct influence on the efficiency of the transport business through the application of appropriate technology for the job at the significance level .01.
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