Assessing Digital Banking Adoption by Small-Scale Farmers in Rural Thailand: A 5S Framework based on TAM and UTAUT
Description
This dataset, collected in March 2024 from 426 rural farm households in Mae Hong Son province, Thailand, was designed to examine the key factors influencing digital banking adoption among small-scale farmers. Guided by the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), the study tests the hypothesis that the 5S framework—Subsidy, Security, Signal, Satisfaction, and Socio-demographic factors—significantly affects both the likelihood of adoption (analyzed using probit models) and the intra-household adopter ratio (analyzed using tobit models). The file contains two worksheets: one describing the variables and the other presenting the raw data.
Files
Steps to reproduce
The questionnaire was initially developed in English, reviewed for validity, and then translated into Thai before being administered via the Microsoft 365 online form. The data were collected face-to-face in March 2024 during the harvesting period. Household locations were coordinated by village leaders. Six enumerators visited seven districts and recorded responses onsite. Key variables were selected, and some Likert-scale items were recoded into binary form to align with the requirements of probit and tobit regression models. Data analysis was performed using Stata 17.0.
Institutions
- Asian Institute of Technology