DESIGN AND DEVELOPMENT OF A DIGITAL SERVICE PLATFORM USING LINE OFFICIAL ACCOUNT FOR COMMUNITY ENTERPRISES IN KHANOM DISTRICT, NAKHON SI THAMMARAT PROVINCE

Abstract

This study aimed to (1) design and develop a digital service system via LINE Official Account for community enterprises and (2) evaluate user acceptance of the system based on the Technology Acceptance Model (TAM). A contextual review of the target community enterprises indicated that information regarding products, services, tourism, news, and contact channels was fragmented across disparate communication channels. Consequently, this study sought to develop a digital service system that consolidated these services into a single platform. The study employed Design and Development Research (DDR) and applied the System Development Life Cycle (SDLC) as the development framework, systematically encompassing requirements analysis, system design, development, testing, and refinement, while the TAM framework was utilized to assess user perceptions and system acceptance following implementation. The investigation focused on two community enterprises as case studies, comprising 17 key informants for requirements analysis, 3 information technology experts for system quality evaluation, and 60 end users for technology acceptance evaluation. Qualitative data were analyzed using content analysis, while quantitative data were analyzed using descriptive statistics, including the mean () and standard deviation (S.D.). The findings revealed that the developed system effectively integrated and presented enterprise information, products and services, tourism data, news, contact channels, and external digital services through LINE Official Account within a unified service structure. The overall system quality evaluated by the experts was at the highest level ( = 4.59, S.D. = 0.17). Overall user technology acceptance was likewise at the highest level ( = 4.64, S.D. = 0.48). Among the TAM dimensions, Perceived Usefulness yielded the highest mean score ( = 4.70, S.D. = 0.46), followed by Perceived Ease of Use ( = 4.67, S.D. = 0.48), Behavioral Intention to Use ( = 4.62, S.D. = 0.49), and Attitude Toward Using ( = 4.57, S.D. = 0.50), respectively, demonstrating that the system effectively met user needs and achieved high acceptance. The key contribution of this research is an integrated design and development framework for LINE Official Account-based digital service systems that connects requirements analysis, SDLC-based development, and TAM-based acceptance evaluation. This framework serves as a practical model for developing and evaluating digital service systems in community enterprises with diverse operational contexts, adaptable to the specific context and user requirements of each area.