INFLUENCING FACTORS TO PURCHASING INTENTION FOR DIGITAL LOTTERY TICKETS OF THE GOVERNMENT LOTTERY OFFICE VIA APPLICATION PAOTANG
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Abstract
Introduction: In today's digital era, the Thai government has developed a digital lottery system through the "Pao Tang" application to address the problem of overpriced lottery tickets and create transparency in the distribution system. This study aims to analyze key factors influencing the intention to purchase digital lottery tickets issued by the Government Lottery Office, focusing on the influence of technology acceptance, reference groups, and perceived risk on citizens' behavior toward digital government services in the Thai social context. Research Objectives: 1) To assess the levels of technology acceptance, conformity to reference groups, perceived risk, and purchase intention of digital lottery tickets via the Pao Tang app; 2) To analyze the influence of these factors on user intention; and 3) To propose direct influence pathways affecting usage intention. Methodology: A mixed-methods approach was employed. Data were collected from 384 individuals who had previously purchased digital lottery tickets through the Pao Tang app, using purposive sampling. Questionnaires and in-depth interviews were used as research tools. Quantitative data were analyzed using Structural Equation Modeling (SEM) through Smart PLS 3.0.
Research Findings: The average scores of the four variables were at a high level: technology acceptance (3.84), reference groups (3.63), perceived risk (3.58), and usage intention (3.52). All three independent factors had a statistically significant direct influence on usage intention, with path coefficients of 0.483, 0.524, and 0.637, respectively. The in-depth interview findings supported these results. Conclusion: Technology acceptance, reference groups, and perceived risk play crucial roles in shaping users’ intention to purchase digital lottery tickets via the Pao Tang application.
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