Acceptance of generative AI in Thailand.
A groundbreaking independent study from Thammasat University (TUXSA Online MBA – Business Innovation, Class of 2025) has just unpacked the real factors behind Generative AI adoption in software development in Thailand.
Author: Charoen Kasetruengphol
Title: “Adoption of Generative Artificial Intelligence (Generative AI) in Software Development: An Analysis Using the UTAUT2 Framework with Trust and Perceived Risk Factors”
Using the extended UTAUT2 model plus Perceived Trust & Perceived Risk, the researcher surveyed 404 Thai software developers and programmers via online questionnaire and analyzed the data with SmartPLS (PLS-SEM).
The model explains 42.9% of Behavioral Intention and 44.8% of actual Use Behavior. The factors with statistically significant positive influence on intention to use are Hedonic Motivation (fun & enjoyment) β = 0.328, Price Value β = 0.228, Habit β = 0.203, and even Perceived Risk β = 0.141. For actual usage, Habit β = 0.355 and Behavioral Intention β = 0.424 are the key drivers.
Surprisingly, Performance Expectancy, Effort Expectancy, Social Influence, and Perceived Trust showed no significant impact. Gender, age, and experience also had no moderating effect.
Bottom line: Thai developers are not adopting GenAI because “it makes them faster” or “everyone else is using it.” They adopt it because it’s enjoyable, feels worth the cost, becomes second nature, and the manageable risks actually push them to experiment. This shifts the narrative from “productivity tool” to creative, habit-forming companion.
Huge congratulations to Charoen Kasetruengphol on an excellent thesis! 🎉
If you’re a developer, tech leader, or AI enthusiast in Thailand (or anywhere), this study is a must-read for designing better GenAI tools and adoption strategies.
ที่มา ethesisarchive
#GenerativeAI #UTAUT2 #SoftwareDevelopment #ThaiTech #AIAdoption #ChatGPT #GitHubCopilot #TechResearch #ThammasatUniversity #BusinessInnovation #PLSSEM #AIinThailand #DeveloperLife #HedonicMotivation #AIResearch2025
โฆษณา
- ดาวน์โหลดแอปพลิเคชัน
- © 2026 Blockdit
