AI in Public Service and Citizen Trust: A Case Study of Thai Local Governments
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Abstract
This research aims to (1) examine the level of Artificial Intelligence (AI) utilization in public service delivery among local administrative organizations in Bangkok, (2) analyze the influence of AI adoption on service quality, transparency, and citizen trust, and (3) investigate the mediating role of digital user experience (UX) between AI adoption and citizen trust. This quantitative study employed a survey method with 500 respondents who had used AI-based municipal service platforms across five districts, Bang Khen, Pom Prap Sattru Phai, Khan Na Yao, Pathumwan, and Prawet all of which have actively implemented the Traffy Fondue platform for more than one year. Data were analyzed using descriptive statistics and Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypotheses.Findings revealed that AI utilization in the public sector positively influences both service quality (β = 0.68) and transparency (β = 0.59) at a statistically significant level. AI also exerts both direct and indirect effects on citizen trust (β_total = 0.74), with UX serving as a partial mediator. The overall model explains 65.3% of the variance in citizen trust (R² = 0.653), confirming that AI plays a vital role in strengthening public confidence and trust in local government organizations.
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