International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 12, Issue 7 (July 2025), Pages: 246-256

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 Original Research Paper

Factors influencing digital technology adoption for the sustainable growth of SMEs in Thailand

 Author(s): 

 David Kiatsangsilp, Sumaman Pankham *

 Affiliation(s):

 College of Digital Innovation Technology, Rangsit University, Lak Hok, Thailand

 Full text

    Full Text - PDF

 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0009-0002-6821-7049

 Digital Object Identifier (DOI)

  https://doi.org/10.21833/ijaas.2025.07.025

 Abstract

Small and Medium Enterprises (SMEs) are essential to Thailand’s economic growth, making up 99.8% of all businesses in the country. This study explores the main factors that affect the sustainable growth of digital technology adoption among Thai SMEs. A mixed-methods approach was used, combining qualitative data from the Rough Set Delphi method with 20 industry experts and quantitative data from a survey of 848 SME owners. The study focuses on eight key factors: social media usage, service quality, attitude, perceived behavioral control, subjective norms, satisfaction, intention to use, and actual usage behavior. The results show that attitude has the strongest impact on sustainable growth, followed by intention to use. Subjective norms, perceived behavioral control, and satisfaction are equally important. Experts agreed that social media plays a key role in improving customer relationships and collecting useful data. These findings offer useful guidance for policymakers and business support agencies to design effective strategies that help Thai SMEs adopt digital technologies more successfully.

 © 2025 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Digital adoption, Thai SMEs, Sustainable growth, Social media, Attitude influence

 Article history

 Received 1 March 2025, Received in revised form 26 June 2025, Accepted 30 June 2025

 Acknowledgment

The authors are grateful to the 20 industry experts and 848 SME owners who contributed their time and insights to this study. 

 Compliance with ethical standards

 Ethical considerations

This study adhered to Rangsit University's ethical standards for human research, reviewed and approved by the Ethics Review Board of Rangsit University in Thailand with COA No. RSUERB2024-106. Participants agreed to take part in the survey after being informed about the study. Privacy and confidentiality of their information were rigorously protected, and no personal details were gathered.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Kiatsangsilp D and Pankham S (2025). Factors influencing digital technology adoption for the sustainable growth of SMEs in Thailand. International Journal of Advanced and Applied Sciences, 12(7): 246-256

  Permanent Link to this page

 Figures

  Fig. 1  Fig. 2  Fig. 3  Fig. 4

 Tables

  Table 1  Table 2  Table 3  Table 4 

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