Assessing the Integration of ChatGPT in Business Environments: An Application of the Technology Acceptance Model

บทคัดย่อ

This study aims to explore the determinants influencing the adoption of ChatGPT among business owners in Bangkok, specifically focusing on perceived ease of use and usefulness, as outlined by the Technology Acceptance Model (TAM). Through a qualitative approach, in-depth interviews were conducted with ten purposively selected participants, and the resulting data were analyzed using content analysis and NVivo software. The findings illuminate the complex landscape of ChatGPT adoption among Bangkok's business owners, highlighting the pivotal roles of perceived ease of use and usefulness in driving adoption, in line with TAM. Additionally, the study emphasizes the multifaceted challenges faced by business owners, including concerns about data security, privacy, and potential impacts on personal customer interactions—issues not limited to Bangkok but resonating globally. While recognizing the significant benefits of ChatGPT, its full potential remains unrealized due to a lack of tailored support and customization options. Consequently, the study underscores the need for tailored support mechanisms and customization options to fully exploit the platform's capabilities. Addressing these critical gaps can enable stakeholders to better leverage ChatGPT, enhancing operational efficiency, and meeting the evolving demands of the contemporary business environment.