Determinants of Adoption Intention For Service Innovations in Brackish Water Management

This study investigates the factors influencing the intention to adopt water usage from the ANSAT service, an innovation developed by the Metropolitan Waterworks Authority (MWA) to mitigate brackish water issues in Bangkok, Thailand.A quantitative survey was conducted among 300 households in eastern Bangkok, employing statistical analyses such as percentage, mean, standard deviation, Structural Equation Modeling (SEM), and Confirmatory Factor Analysis (CFA) to examine relationships between key variables and assess the model's goodness-of-fit.The results confirm that the model aligns with empirical data, supporting hypothesis testing.The findings reveal that the intention to adopt ANSAT 's water usage service is significantly influenced by perceived value, innovation attributes, and subjective norms.Additionally, the study highlights the interrelationships between these factors, offering valuable insights for ANSAT stakeholders, policymakers, and researchers in fostering a supportive environment for adoption and long-term usage of this service innovation in brackish water management.