Factors influencing the Use of Digital Technology by Secondhand and Bric-abrac Sellers in Bangkok and Surrounding Provinces.

Abstract

Continuously advancing technology has allowed people in modern society to complete many tasks in the comfort of their home through the use of digital technology. We have seen many past studies investigating factors influencing the use of new technology for selling brand-new products or providing services such as on e-commerce, online payments and online banking. However, there have not been many studies on factors influencing the use of digital technology for selling secondhand items. The objectives of this study were to 1. examine the current situation and demography of secondhand and bric-a-brac sellers in Bangkok and surrounding provinces and 2. examine factors influencing the utilization of digital technology by secondhand and bric-a-brac sellers in Bangkok and surrounding provinces. This study employed a mixed research methodology. Four hundred and thirteen sellers were asked to answer questionnaire at six largest flea markets in Bangkok and surrounding area through convenience random sampling method. Additionally, thirty in-depth interviews were also conducted to capture additional information. A research model was developed based on Technology Organization Environment Framework (TOE. integrated with Diffusion of Innovation theory (DOI. and Technology Acceptance Model (TAM.. Proposed relationships between adoption of digital technology and sixteen independent variables were tested using Multiple Regression Analysis. The empirical evidence demonstrates that Pressure from competition, Innovativeness of business owner/manager and Ability of technology of business owner/manager were found to have significant positive relationship with adoption of digital technology. The results shed light on how to Thailand could improve the use of technology among tiny business operators such as these secondhand and bric-a-brac sellers. The increase in the use of technology would contribute to sustainable economic development and complimentary to Thailand 4.0 scheme.