ปัจจัยที่ส่งผลต่อความตั้งใจใช้งานซอฟต์แวร์การบริหารจัดการร้านค้าและบัญชีของธุรกิจค้าปลีกขนาดย่อม: กรณีศึกษา ธุรกิจค้าปลีกที่เข้าร่วมโครงการธงฟ้าประชารัฐ

Abstract

In today's highly competitive business environment, the adaptability of retail businesses is imperative by applying information technology system as a supportive tool to ensure business continuity. However, most retailers are still using limited technology, causing inefficient store and accounting information management. The objective of this research was to study factors affecting the behavioral intention by retail businesses to use store and accounting management software. The sample consists of 475 retail businesses that participate in the Thongfah Pacharat Project in Thailand and have not yet implemented store management and accounting software to conduct their business operations. The businesses were selected based on quota sampling. The research instrument for data collection was an online questionnaire. General data were analyzed with descriptive statistics. Hypothesis testing was conducted by the analysis of the structural equation model. The research results were as follows: 1) Information quality, system quality and service quality had a direct influence on perceived usefulness and perceived ease of use. 2) Perceived ease of use had a direct influence on perceived usefulness. 3) Perceived usefulness had a direct influence on the attitude towards online accounting use. However, perceived ease of use did not directly influence the attitude towards online accounting use. 4) The attitude towards online accounting use had a direct influence on behavioral intention. The findings can benefit store and accounting management software providers in both public and private sectors for the efficient development of software applications in accordance with the user requirements. In addition, related departments could apply the research results as guidelines for encouraging retail businesses to adopt more store management and accounting software.