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The purpose of this study is to systematically investigate the factors influencing the adoption and utilization of ChatGPT in the Thai context, using the Technology Acceptance Model (TAM) as a theoretical foundation which bridges the gap between technological innovation and local adoption dynamics, providing critical insights for future technology implementations in similar contexts..

To validate six hypotheses, this study engages 400 respondents residing in Bangkok. Data were collected through a rigorously designed structured survey and analyzed via descriptive and inferential statistical techniques using confirmatory factor analysis and structural equation modeling to validate hypotheses including mediating effect of attitude toward behavior (ATB).

The findings indicate that all determinants significantly influence the intention to adopt ChatGPT (IAC). Additionally, the ATB plays a pivotal role in mediating the relationship between perceived usefulness, perceived ease of use and IAC.

This research shed a new light on emerging trends of Thais’ motivations toward ChatGPT adoption. This may provide an insight into further development and practical implications for businesses.

Indigenous knowledge is an essential element for unveiling the evolutionary journey of socio-culture phenomena. One of the key challenges in foresight exercises is to incorporate social-culture issues such as culture, lifestyle and behavior (referred as indigenous knowledge) into the study. However, the statistical trends of those factors tend to be either not available or limited unlike the population or economic related factors. The purpose of this study is to present the use of valuable data from indigenous knowledge to enhance the foresight exercise through the better understanding of social dynamics and changes.

The fragmented form of indigenous knowledge is analyzed and converted into a structured data format and then interpreted to unveil the evolutionary journey of socio-cultural phenomena. This study applies a scenario development method to visualize the results of foresight by comparing before and after the integration of indigenous knowledge. Finally, an assessment was conducted to reflect the value enhancement resulting from the integration of indigenous knowledge into the foresight process.

With the proposed approach, the foresight study on the future development of Thai food was demonstrated. The findings of this study show that the use of indigenous knowledge on eating behavior, cooking style and food flavor helps improve the alternative scenarios for the future development of Thai foods.

Indigenous knowledge can be applied to develop plausible scenarios and future images in foresight exercises. However, by nature, indigenous knowledge is not well-structured and, therefore, needs to be analyzed and turned into structured data so that it can be interpreted before integrating into the foresight process.

This study is one of few studies addressing the opportunities for integrating indigenous knowledge into foresight process. Indigenous knowledge can unveil the evolution of socio-cultural changes to improve the results of foresight study, especially the cases where statistical data and trends may not be sufficient to foresee future development.

The purpose of this paper to address the challenges on “what should the management plan for organization development (OD) toward becoming an innovative organization?”

This study applies the concept of innovation management, maturity model and roadmapping. The confirmatory factor analysis and the multi-criteria decision analysis are applied as the methodologies to evaluate the relative importance of each influencing factor and to assess the areas needed for improvement, respectively. A case example is also included to demonstrate how the proposed approach can be applied.

Comparing the assessment result and the strategic target defined by the management, the gaps can be diagnosed and then a roadmap guiding OD can be proposed based on a firm’s strategy for improvement.

This study proposes the approach and assessment model. Different companies always have their unique focus, so the management team have to modify the assessment model by following the proposed approach. Future research should be conducted to assess the effectiveness of each activity in increasing the level of innovativeness.

Ineffective development could result from setting a strategic direction and resource allocation based on the intuitive decisions of the management team. Therefore, it would be much better if the management team can systematically assess the current status and diagnose the areas needed for improvement to set an appropriate strategic direction.

The analytical approach to develop a strategic roadmap guiding a firm to become an innovative organization has not been presented in the existing literature.