Assessing Digital Banking Adoption by Small-Scale Farmers in Rural Thailand: A 5S Framework based on TAM and UTAUT

This dataset, collected in March 2024 from 426 rural farm households in Mae Hong Son province, Thailand, was designed to examine the key factors influencing digital banking adoption among small-scale farmers. Guided by the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), the study tests the hypothesis that the 5S framework—Subsidy, Security, Signal, Satisfaction, and Socio-demographic factors—significantly affects both the likelihood of adoption (analyzed using probit models) and the intra-household adopter ratio (analyzed using tobit models). The file contains two worksheets: one describing the variables and the other presenting the raw data.