FACTORS OF DIGITAL LITERACY AND ACCEPTANCE OF TECHNOLOGY INFLUENCING DECISION TO BUY DIGITAL LOTTERY TICKETS THROUGH THE "PAOTANG" APPLICATION OF CONSUMERS IN BANGKOK

Abstract

        The objective of this study was to study digital literacy and technology acceptance factors in terms of perceived benefits and perceived ease that influenced digital lottery decision making through wallet applications and to investigate the causal relationship between digital literacy and technology acceptance factors in terms of perceived benefits and the ease with which digital lottery purchasing decisions were influenced through the wallet application. The sampling group selected by a convenient sampling method was a group of 430 people in Bangkok who had purchased digital lottery tickets through their wallet application. The questionnaire was used as a data collection tool by testing the confidence of the questionnaire. The alpha coefficient according to Kronbach's method was at .97. Statistics used in data analysis included frequency, percentage, mean, standard deviation, and factor testing with some least squares structural equation variable analysis. The program SmartPLS was used to conduct a survey of the respondents: The majority of respondents were male, 31-40 years of age, private company employees, and had the highest level of opinion on technology acceptance, technology acceptance, ease-of-use, digital literacy and purchasing decisions. When considering digital literacy items, it had a statistically significant effect on purchasing decision making, utility perception, and ease perception at the .05 level. In addition, the perception of benefits and the perception of ease had a statistically significant impact on the decision to purchase digital lottery tickets through the wallet application at .05.