Determinants of Satisfaction Toward the “Tang Rat” App A Study of Government Digital Service Use in Bangkok
Keywords:
Technology Acceptance, Information Systems Success, User Satisfaction, Government ApplicationAbstract
T
This research aims to 1) study the levels of opinion toward factors affecting satisfaction, including the overall level of satisfaction with the Tang Rat application services, and 2) analyze the influence of factors that affect satisfaction with the Tang Rat application services, focusing on a case study of Bangkok. The study integrates concepts from the Technology Acceptance Model (TAM) and the Information Systems (IS) Success Model. Employing a quantitative methodology, this study collected data via an online questionnaire from a sample of 400 the Tang Rat application users in Bangkok. The data were analyzed using descriptive statistics and multiple regression analysis. The findings reveal that four factors have a significant positive influence on satisfaction: service quality, information quality, system quality, and ease of use. Service Quality was identified as the most influential factor (β = 0.398), followed by Information Quality (β = 0.262), System Quality (β = 0.179), and Ease of Use (β = 0.173), respectively. Conversely, Perceived Usefulness was found to have no significant effect on satisfaction. The research model collectively explains 89.4% of the variance in satisfaction (Adjusted R² = .894). These findings indicate that to enhance user satisfaction with the Tang Rat application, public agencies must place the highest priority on developing the quality-of-service support, in conjunction with maintaining information quality and system stability.
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บทความที่ได้รับตีพิมพ์เป็นลิขสิทธิ์ของวารสาร..... depend on policy
