THE CAUSAL FACTORS INFLUENCING THE OPERATIONAL EFFICIENCY OF THAI TRANSPORTATION INDUSTRY

Abstract

This study aims to examine causal factors such as market orientation, technology acceptance, and innovative cultural influences that affect the application of suitable technology in the transportation industry in Thailand. Additionally, the study investigates the impact of applying technology appropriate to the work on the operational efficiency of the transportation business in Thailand. The research focuses on the implementation of technology that aligns with the work processes. It explores the driving factors behind the adoption of technology, which is a crucial aspect of transitioning into the digital age. This is quantitative research conducted using data collected from a sample group of 393 Thai transportation business entrepreneurs. A questionnaire was developed based on relevant research reviews, covering variables including market orientation, technology acceptance, innovative cultural influences, application of technology suitable for work, and the efficiency of the transportation business. These variables were developed using the IOC technique and tested for reliability, with an obtained IOC value of 1 and a Cronbach’s alpha value greater than 0.7 on all aspects. The study's findings were analyzed using structural equation modeling to test hypotheses for each issue and to identify the direct and indirect influences of the variables tested. The results of the study revealed that market orientation, technology acceptance, and innovative cultural influences influence the application of technology suitable for work. Moreover, market orientation, technology acceptance, and innovative cultural influences significantly affect the efficiency of the transportation business through the application of technology suitable for work. The study highlights the importance of these factors in adopting technology in the transportation industry and enhancing business efficiency.