Exploratory Study of Technology Attitude Towards Event Technologies in Thailand

Abstract

This empirical study aims to use factor analysis to determine factors contribute to a specific technology of event technologies, being Use behavior and Intention to use future technologies the event organisers of Thailand. The findings of this study used to be of great use in subsequent integration of event technologies into Thai events, allowing event organisers to “fine tune” the process of introduction of event technologies so that they are adopted in Thailand event industry. This study has two objectives. (1) to determine UTAUT Model contribute to the intent to use and the use of event technologies and (2) to investigate the factors that influence event technologies adoption in Thailand. The sample size was 343 samples. The questionnaire was distributed online. SPSS AMOS 23 was used to analyze the data used SEM AMOS as a statistical technique. The data was cleaned using univariate and multivariate analysis. Then, data was used to find reliability, validity, and correlation. Afterward, CFA and SEM the researcher used path analysis to find the relationship between variables. The result found that the effort expectancy has a significant positive effect on intention to use future technologies. The performance expectancy has a significant positive effect on intention to use future technologies. The facilitating condition has a significant positive effect on intention to use future technologies. The social influence has a significant positive effect on intention to use future technologies and Intention to use future technologies has a significant positive effect on Use behaviour