Intention to Use Generative AI for Work of Private Sector Employees in Thailand

Abstract

          This research aimed to study the factors affecting the intention to use Generative AI for work of private employees in Thailand. The research design was quantitative, and the research method was survey. The research instrument was an online questionnaire. Data were collected from private employees in Thailand, using Generative AI for work at least once in the past year. Non-probability sampling and purposive sampling were used. Data analysis used (1) descriptive statistics: frequency, percentage, mean, and standard deviation, and (2) inferential statistics using multiple regression, Enter method at a statistical significance level of 0.05.

           The research results found that the private employees in Thailand had opinions on factors affecting the intention to use Generative AI for work of private employees in Thailand at a very agree level. And the results of the hypothesis testing found that attitude towards use, facilities for use, personal norm, perceived usefulness and organizational context influenced the intention to use Generative AI for the work of private employees in Thailand, statistically significant at the 0.01 and 0.05 levels, in accordance with the hypothesis.