การรับรู้ถึงประโยชน์การใช้เทคโนโลยีในยุคดิจิทัล

Lanming  Lin; Naphawan  Netpradit; Pichaphob  Panphae

Authors

Lanming Lin Faculty of Management Sciences, Lampang Rajabhat University
Naphawan Netpradit Faculty of Management Sciences, Lampang Rajabhat University
Pichaphob Panphae Faculty of Business Administration and Liberal Arts, Rajamangala University of Technology Lanna

Keywords:

Perceived Usefulness, Use Technology, Digital Era

Abstract

The acceptance of technology usage depends on various factors, with perceived usefulness being a key determinant. This refers to users recognizing that technology can enhance their efficiency. Achieving this recognition involves not only the inherent benefits of the service but also electronic word-of-mouth communication, often derived from credible reviews based on real experiences. These perceptions influence user decisions through factors such as awareness and attitude, leading to the evaluation of alternatives and the intention to use the technology. This article aims to study the components of perceived usefulness in technology usage, analyze its impact, and propose actionable strategies to foster awareness of its benefits. These strategies can be practically applied to enhance competitiveness and ensure the sustainability of rapidly evolving technologies. This article significantly contributes to filling the knowledge gap regarding perceived usefulness of technology in the digital era, emphasizing the situations where such perceptions arise. It extends existing knowledge by highlighting the profound effects of perceived usefulness in highly competitive and complex contexts. The findings provide strategic recommendations for businesses to develop and refine technologies that align with user needs effectively in the digital age.

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