Factors affecting success in information technology utilization in business operations of agri-tech startups in Southern Thailand

This study aimed to explore the factors that affect the success of information technology utilization in the business operations of agri-tech startups in Southern Thailand. Purposive sampling was used for random sampling, and the samples consisted of startup entrepreneurs in the agricultural sector in the south, registered with the department of business development, and a trade association to promote new technology entrepreneurs in 2019. The total number of cases was 48, and there were five experts in information technology management, startup business management, and executives involved in the startup business. Data were collected using in-depth semi-structured interviews and a questionnaire with a 5-point rating scale. Frequency, percentage, mean, standard deviation, and multiple regression analysis were applied using the R program. The results showed that 11 factors were associated with the successful use of information technology in operating a startup. The main predictor of success in information technology utilized in business operations of agri-tech startups in Southern Thailand were the characteristics of Information technology (X1), behavior on using information technology (X3), familiarity with basic technology in the organization (X6), financial technology (X10), and policy and law (X11) (R2 = 0.511, P < 0.05). The results of the study could provide useful guidelines for developing and improving information technology, innovation utilization, and for setting policy suggestions regarding needs analysis, developing information technology in supporting agriculture entrepreneurs, and other businesses in Southern Thailand to manage the startup ecosystem.