Technology Acceptance Factors Affecting Decision-Making on Purchasing Google Ads of Entrepreneurs in Bangkok

Abstract

The purpose of this research is to study 1) the demographic characteristics and usage behavior of entrepreneurs, 2) the acceptance of technology by entrepreneurs, and 3) compare the acceptance of technology that affects the decision to buy advertising in Google Ads, classified by demographic characteristics. This research is quantitative. The sample group used in the research were online business operators in Bangkok, obtained by using W.G. Cochran's formula for determining sampling size without using probability to select a specific sample group. The tool used to collect data was a questionnaire. The data was analyzed using descriptive statistics such as frequency, percentage, mean, and standard deviation. The statistical processing analysis uses inferential statistics, including t-test values and F-test values (one-way ANOVA). The results of the research found that1) Most entrepreneurs are female, aged 31-35 years, and have the highest education: a bachelor's degree, an average monthly income of 20,001-30,000 baht, 3-4 years of experience selling products online, and mostly use YouTube ads or video ads to advertise products. 2) Most entrepreneurs accept technology in terms of ease of perception the most, followed by attitudes toward use. 3) Entrepreneurs with the highest gender, age, and educational level. Having different average monthly incomes has a different effect on the decision to buy ads in Google Ads to run an online sales business, with statistical significance at the 0.05 level.