Learning Information Technology Acceptance and Logistics Factors Affecting the Decision to choose Private Logistic Service Provider for Online Business Entrepreneurs in Bangkok

Thanakon Ratchatakulpat; Maneerat Ratchatakulpat; Thanaphon Ratchatakulpat; Kasidech Sutthivanich; Gumporn Supasettaysa; Sujinda Imngoen; Varunya Sitthithum; Rattanavalee Maisak

doi:10.34293/education.v14i4.11162

Thanakon Ratchatakulpat Rajamangala University of Technology Phra Nakhon, Thailand https://orcid.org/0009-0008-4354-0871
Maneerat Ratchatakulpat Rajamangala University of Technology Phra Nakhon, Thailand https://orcid.org/0009-0003-1325-3146
Thanaphon Ratchatakulpat Rajamangala University of Technology Phra Nakhon, Thailand https://orcid.org/0009-0008-4962-9375
Kasidech Sutthivanich Rajamangala University of Technology, Thailand https://orcid.org/0009-0008-1671-9147
Gumporn Supasettaysa Rajamangala University of Technology, Thailand https://orcid.org/0000-0003-3961-1055
Sujinda Imngoen Rajamangala University of Technology, Thailand https://orcid.org/0009-0003-6099-2339
Varunya Sitthithum Rajamangala University of Technology, Thailand https://orcid.org/0009-0000-2522-7584
Rattanavalee Maisak Rajamangala University of Technology, Thailand https://orcid.org/0009-0000-4477-054X

DOI: https://doi.org/10.34293/education.v14i4.11162

Keywords: Decision Making, IT Acceptance, Logistics Factors, Online Entrepreneurs, E-commerce Logistics, Bangkok

Abstract

This study aims to examine the learning factors that influence the decision of online entrepreneurs in Bangkok to use private transport services. This study considers three main dimensions: organizational characteristics, information technology (IT) acceptance, and logistics factors. The methodology used was quantitative. A standardized questionnaire was disseminated to 400 Internet entrepreneurs. Multiple regression analysis was used to analyze the data. The results indicate that information technology acceptability and logistical considerations are the main predictors of the decision-making process (p < 0.05). However, organizational characteristics (company type, age, and size) were not significant. Delivery speed, real-time tracking, and service technology are the most critical drivers. The results indicate that logistics companies must focus on digital agility to satisfy the expectations of modern SMEs. Future research should investigate geographic and sectoral diversity, extending to rural or other regional e-commerce regions. Longitudinal tracking is necessary because technology and customer expectations are constantly changing. This longitudinal research strategy can be used by future researchers. Integration of Advanced Digital Parameters, which could be related to new technology variables. For example, artificial intelligence (AI) can be used for predictive routing, automated customer service bots, and green supply chain procedures.