DETERMINANTS OF INTENTION TO USE AN INNOVATIVE APPLICATION SUPPORTING COMPANY SECRETARIES IN LISTED COMPANIES’ COMPLIANCE WITH THAI CAPITAL MARKET LAW

Introduction: In Thailand's evolving capital market, the increasing importance of Company Secretaries in public companies has highlighted the need for innovative tools, e.g. software, to manage tasks and ensure legal compliance. Objective: This research examines the factors influencing Company Secretaries' decisions to adopt and use a web application designed to assist them in complying with Thailand's capital market laws. Method: Employing a comprehensive literature review, the Technology Acceptance Model (TAM) was the theoretical foundation. The model, tested and validated using structural equation modeling on survey data from 360 professional Company Secretaries in Thai public companies, revealed key factors affecting application use. Results: The study identified four main factors impacting user satisfaction and leading to intention to use the application: perceived ease of use, perceived usefulness, trust, and innovation quality. The analysis also showed a significant relationship between innovation quality, user satisfaction, trust, and the intention of Company Secretaries to use the application. Conclusion: This study uniquely explores the factors influencing user satisfaction and intention to use an application among professional Company Secretaries in Thailand's listed companies. Providing actionable insights supports listed companies in shaping policies to enhance technology adoption for improved legal compliance. It also lays a foundation for software developers and researchers to further investigate technology's role in the legal profession. The originality: The study highlights the interplay among the four TAM variables: perceived ease of use, perceived usefulness, trust, and innovation quality. By prioritizing innovation quality, user satisfaction, and trust as the most significant factors influencing the intention to use the application, the research provides a novel perspective on technology adoption in the legal sector. These findings contribute to understanding the critical elements driving technology acceptance, particularly among Company Secretaries, and emphasize the importance of aligning technological innovation with user trust and satisfaction.