Author

Yod Sukamongkol

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Open access 2026

Assessing AI readiness and adoption for marketing optimization in Bangkok's SMEs: An application of structural equation modeling (SEM)

The results indicate that Behavioral Intention is the strongest predictor of AI Usage Behavior and significantly mediates the relationships between organizational readiness and AI adoption.

Wanlop Aruntammanak, Yod Sukamongkol · Decision Science Letters · 0 citations