Theerawut Tantiathimongkhon; Mahasak Ketcham; Montean … - In: Journal of open innovation : technology, market, and … 11 (2025) 4, pp. 1-19
The study investigates the adoption of Generative AI (GenAI) as a complex socio-technical phenomenon within Thailand's emerging open learning innovation ecosystem. By synthesizing the Theory of Planned Behavior (TPB) and Technology Acceptance Model 2 (TAM2) and extending them with constructs of...