Robotic technology and robotic process automation are widely credited with raising productivity, accuracy and long-run competitiveness, yet their diffusion inside Thai organizations remains shallow and uneven, and the behavioural conditions under which employees actually accept working alongside such systems are still poorly specified. This conceptual paper synthesises the literatures on organizational culture, organizational innovativeness, digital leadership, technology acceptance and organizational performance in order to propose an integrative antecedent model for the Thai organizational context. Working definitions are derived for each construct, and each construct is decomposed into three observed sub-dimensions: involvement, consistency and adaptability for culture; product, process and behavioural innovativeness for innovativeness; innovation driving, digital technology skills and driving behaviour for digital leadership; perceived usefulness, perceived ease of use and attitude for acceptance; and financial, customer-market and internal-process outcomes for performance. Seven propositions are advanced in which culture, innovativeness and digital leadership each exert direct influence on both technology acceptance and organizational performance, while acceptance of robotic technology operates as an intervening mechanism that transmits organizational conditions into performance outcomes. A mixed-method design is proposed for subsequent empirical testing, combining in-depth interviews with fifteen purposively selected executives and a survey of three hundred organizational members, with content validity established through item-objective congruence, reliability through a pilot administration, and hypothesis testing through covariance-based structural equation modelling. The paper contributes an explicitly context-sensitive acceptance model and a testable research agenda for robot-enabled organizational improvement in Thailand.
Keywords: organizational culture, innovativeness, digital leadership, technology acceptance, robotic technology.