The effect of technology-organization-environment on adoption decision of big data technology in Thailand

Abstract

Big data technology (BDT) is being actively adopted by world-leading organizations due to its expected benefits. However, most of the organizations in Thailand are still in the decision or planning stage to adopt BDT. Many challenges exist in encouraging the BDT diffusion in businesses. Thus, this study develops a research model that investigates the determinants of BDT adoption in the Thai context based on the technology-organization-environment (TOE) framework and diffusion of innovation (DOI) theory. Data were collected through an online questionnaire. Three hundred IT employees in different organizations in Thailand were used as a sample group. Structural equation modeling (SEM) was conducted to test the hypotheses. The result indicated that the research model was fitted with the empirical data with the statistics: Normed Chi-Square=1.651, GFI=0.895, AFGI=0.863, NFI=0.930, TLI=0.964, CFI=0.971, SRMR=0.0392, and RMSEA=0.046. The research model could, at 52%, explain decision to adopt BDT. Relative advantage, top management support, competitive pressure, and trading partner pressure show significant positive relation with BDT adoption, while security negatively influences BDT adoption.