Abstract:
This study was factored influencing acceptance of using Chatbot of entrepreneurs in the central region of Thailand aimed to compare the differences in the acceptance of using Chatbot of entrepreneurs classified by demographic characteristics, as well as study the factors of technology acceptance model (UTAUT2) affecting the acceptance of using Chatbot of entrepreneurs. The samples consisted of 400 entrepreneurs, lived in the central part by consideration from the provinces where densely populated areas, especially in Bangkok and other four provinces in the central region of Thailand obtained by purposive sampling and questionnaires were used for data collection. The questionnaire used in this research has a reliability of 0.976. The statistics used in data analysis were descriptive statistics consisting of frequency, percentage, mean, standard deviation, and inferential statistics, including t-test, one-way ANOVA, and multiple linear regression analysis. The results of the research showed that entrepreneurs with different income levels have a different level of acceptance of using Chatbot and use of technology that influences the acceptance of using Chatbot of entrepreneurs in the central region of Thailand consists of performance expectancy, effort expectancy, facilitating conditions and price value.