In today’s rapidly evolving global market shaped by the digital age (Giustiziero et al., Citation2023), Small and Medium Enterprises (SMEs) in the Thai food industry with fewer than 200 employees in manufactur
Adopters can be categorized into two groups. First, Microsoft Excel users who decide to move to proper online accounting software. Second, on-premise accounting software users whose scope of accounting has become more complex and are looking for a new solution that better serves their needs. Both...