AI adoption in Thailand's e-government services: A structural equation modeling (SEM) approach

This study aimed to address factors influencing adoption of AI technologies in Thai e-government services through perspective of Structural Equation Modeling (SEM) approach. Data was collected using questionnaire to 400 Thai civil servants who use AI technologies in their works and 400 e-government service users. Technology Acceptance Model (TAM) and Diffusion of Innovation (DOI) Theory were also applied to examine relationships of perceived usefulness (PU), perceived ease of use (PEOU), attitude toward using (ATU), behavioral intention to use (BIU), and actual system used (ASU). The findings suggest that to increase the adoption of AI technologies in Thai e-government services, authorities should focus on improving trust in government, addressing privacy concerns, raising awareness of AI technologies, enhancing the quality of e-government services, and emphasizing the usefulness of these technologies, as it positively influences both perceived ease of use and attitude toward using. Furthermore, strong relationship between attitude toward using and behavioral intention to use AI technologies underscores the importance of fostering a positive attitude among Thai citizens to increase their willingness to adopt these technologies.