The Finding of Factors to Motivate Stakeholders in the Coffee Supply Chain Towards the Use of Blockchain Technology: Case of Chiang Rai Coffee Supply Chain

Using a blockchain e-commerce platform for transparent traceability and promoting coffee trade between stakeholders in the coffee supply chain is one proposed approach to identifying the value of coffee. However, the efficient work process of the Blockchain Ecommerce Platform (BEP). Studying the factors that motivate stakeholders to use the BEP system is necessary. This research applied The unified theory of acceptance and use of technology (UTAUT) to study the factors that motivate stakeholders in the coffee supply chain toward using blockchain technology. The result shows that social influence (SI), facilitating conditions (FC), performance expectancy (PE), and effort expectancy (EE) are other factors affecting the adoption of BEP technology among coffee supply chain stakeholders in Chiang Rai. Furthermore, this study reveals that users over 45 years of age tend to be unacceptable in using BEP technology due to their relatively less ability and readiness to use information technology comparing with the other populations. Training to promote awareness of the blockchain benefits provides appropriate information technology equipment, will be one way to encourage acceptance of technology for those users.