Technology Acceptance Factors Influencing the Decision-Making Process of Purchasing Beverages from Automatic Beverage Brewing Machines in Surat Thani Province

Abstract

          This research aims to study 1) factors of technology acceptance involving automatic beverage vending machines in Surat Thani Province, 2) the decision-making process when people buy beverages from automatic beverage vending machines in Surat Thani Province, and 3) factors of technology acceptance affecting the decision-making process when people buy beverages from automatic beverage vending machines in Surat Thani Province. This research is a quantitative study. The sample size was determined by using the specific Cochran formula. The sample population was 385 people who had used automatic beverage vending machines in Surat Thani Province. The research instrument was a questionnaire. The statistics used for data analysis were mean and multiple regression analysis.

          The research findings revealed that the factors influencing the acceptance of automated beverage vending machines and the purchasing decision-making process of residents in Surat Thani Province, overall, were at the highest level. Furthermore, it was found that three technology acceptance factors—namely, attitude toward use, intention to use, and actual usage significantly affected the purchasing decision-making process at the 0.05 statistical significance level. These factors could explain 68.70% of the variance in the purchasing decision-making process (Adjusted R-squared = 0.687). The findings of this study can serve as a guideline for enhancing the design and marketing strategies of automated beverage vending machines to better meet consumer needs.