Abstract
Thailand’s rapid digital transformation has expanded public e-service platforms, including the Paotang digital lottery application. This study examines the success factors and stakeholder benefits of digital lottery transactions from buyers and sellers. Semi-structured interviews in qualitative research were used to collect data from 40 respondents (20 buyers and 20 sellers) on the Paotang application. Content analysis identified six key success factors: information quality, system quality, service quality, intention to use, user satisfaction, and net benefits. Participants highlighted convenience, transparent 80-baht pricing, reduced transaction risks, and improved sales efficiency as major benefits. Future research should deploy mixed research methods and diversify respondents across broader geographical areas to improve the generalizability.
Recommended Citation
Yamrat, Latisha and Ractham, Peter, "Successful Factors for Thailand Digital Lottery Application: Examining Buyer and Seller Perspectives on the Paotang Application" (2026). ICEB 2026 Proceedings (Beijing, China). 55.
https://aisel.aisnet.org/iceb2026/55