Abstract
This exploratory study delves into the factors influencing digital technology adoption and the dynamics of its institutionalization within the Thai maritime industry, a key sector underpinning Thailand's economic expansion. Data was collected through semi-structured interviews with executive leaders from seven Thai shipowners, utilizing a snowball sampling method. The study reveals that digital technology adoption is driven by a complex interplay of factors including reliable IT infrastructure, perceived technological benefits, organizational culture, top management support, IT skills and support, legal, regulatory, and policy requirements, social pressure influence, and varying degrees of government support. Additionally, the institutionalization of such technologies within the maritime sector is heavily reliant on well-defined organizational rules and the establishment of trust in technological advancements. These findings not only enrich the theoretical landscape regarding digital adoption but also offer practical insights for industry stakeholders, paving the way for more nuanced interventions and policy formulations aimed at enhancing digital integration in this traditionally conservative sector.
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