User Adoption of Generative AI for Government Information Services in Thailand
Wasinee Noonpakdee · Rajapark Journal · 2024
Recent advancements in generative AI have gained significant attention from both academic and industrial sectors. With the ability to generate new content like text, images, and audio from user inputs, generative AI has demonstrated considerable potential in enhancing organizational efficiency, improving service delivery, and automating complex tasks. In the government sector, generative AI offers opportunities to automate citizen inquiries, enhance administrative processes, and provide more personalized public services. This paper aimed to study the factors influencing user adoption of generative AI for government information services in Thailand. The sample included individuals, focusing on their intentions regarding the use of generative AI for accessing government information. Participants were selected using a convenience sampling method, and data was collected through 400 questionnaires. The data was then analyzed using descriptive statistics and a structural equation model (SEM) to test the hypotheses. The research results indicate that the factors influencing user adoption of generative AI for government information services in Thailand are social influence and user experience, which include perceived usefulness, perceived ease of use, and trust. The overall model explains 48.5% of the variance in the intention to use generative AI for government information services (R² = 0.485). The suggestions are proposed to increase adoption rates by developing strategies that involve engaging influencers and advocates, promoting community engagement and education, and improving the overall user experience. These findings provide valuable insights for government agencies and policymakers in Thailand on effectively promoting the adoption of generative AI, contributing to more efficient and accessible government services.