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How to Shift Consumer Willingness to Use the Emerging Technologies on Omnichannel
(2022-01-01)
Junsawang, Sunisa
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Chaiyasoonthorn, Wornchanok
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Urbański, Mariusz
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Chaveesuk, Singha
This paper examines factors that show how to shift consumer willingness to use emerging technologies on omnichannel. The goal was to understand what parameters influence consumer tendency to adopt developing technologies on Omnichannel. The study was motivated by a desire to better understand the challenges that emerging technologies face, as they are not widely used due to concerns about operability, safety, and privacy, in contrast to established technologies. The study utilized UTAUT2 and ECM Models to create a triangulation model. Furthermore, the study used empirical data to develop 11 hypotheses, nine constructs, and one moderating factor by Structural Equation Modeling (SEM). The study was a quantitative survey using both online and offline shoppers in Thailand. A structured questionnaire was used to obtain primary data from a sample size of 520 people between May 12 and August 15, 2021. The result indicated that all the hypotheses were supported, and the variables were seen to have direct and indirect influences on the acceptance model. Finally, this paper proposes that combining the Unified Theory of Acceptance and Use of Technology, Expectation-Confirmation Model, Service Quality, and Personal Innovativeness would allow for a better understanding of factors of Willingness to Use Emerging Technologies.
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Testing and Measurement on Willingness to Use Augmented Reality, Virtual Reality, and AI-Enabled Checkouts
(2022-01-01)
Junsawang, Sunisa
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Chaveesuk, Singha
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Chaiyasoonthorn, Wornchanok
Augmented Reality, Virtual Reality, and AI-Enabled Checkouts in several industries, including education, retail, etc. These technologies have shown an essential and highly important ability to provide customers with new innovative user experiences and interactions between humans and technology. This paper focuses on developing a tool including nine latent and 23 observed variables for an exam a conceptual framework of Willingness to Use Augmented Reality, Virtual Reality, and AI-Enabled Checkouts with Unified Theory of Acceptance and Use of Technology2, Expectation-Confirmation Model, Service Quality, and Personal Innovativeness. These findings will provide observed variables as a tool for exam insight into what affects customer willingness to use.
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Willingness to Use Self-Service Technologies Innovation on Omnichannel
(2021-04-23)
Junsawang, Sunisa
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Chaveesuk, Singha
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Chaiyasoonthorn, Wornchanok
Omnichannel includes innovations in Self Services technologies such as Augmented Reality, Virtual Reality, Amazon-Whole Foods, Amazon Go, Amazon Go Grocery, etc. This paper aims to develop a conceptual framework using ECM and UTAUT2 of customer willingness to use Self Services Technologies. In the end, this will provide insight into the factors that initially influence the willingness to use Self Services Technologies Innovation on Omnichannel. This conceptual framework contains eight potential constructs and expected two moderating variables to help develop and analyze a model of willingness to use Self-Service Technology Innovation using structural equation modeling.
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Willingness to Use Self-Service Technologies Similar to Amazon Go at Supermarkets in Thailand
(2020-04-07)
Junsawang, Sunisa
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Chaiyasoonthorn, Wornchanok
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Chaveesuk, Singha
Several businesses use self-service technology to help customers check-out and make payment without interacting with a cashier. Amazon also encourages this concept and uses Amazon Go technology on a customer's smartphone which automatically detects a customer profile using Artificial Intelligence. There have been very few studies conducted on self-service technology like Just Walk Out from Amazon Go in Thailand with the purpose of encouraging willingness to use. This paper focuses on a conceptual framework of self-service technology with willingness to use based on Technology Acceptance Model, Customer Satisfaction, Service Quality, Technological Innovativeness, Technology Anxiety at supermarkets in Thailand. Ultimately, this will provide profound insights into factors that influence willingness to use self-service technology at supermarkets in Thailand from the questionnaire which has tested the reliability and validity by using the Cronbach's alpha.
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User experience of augmented reality to encourage user satisfaction and willingness in e-commerce: A conceptual framework
(2020-01-01)
Junsawang, Sunisa
;
Chaveesuk, Singha
The applications of limited augmented reality technology in e-commerce might enhance and create new user's experience. It is apparent that existing e-commerce technology lacks the capability to provide personalized user experience or adequate product information to buyers. Thus, augmented reality technology may enhance the efficiency of e-commerce in respect of purchasing decision, by means of generating virtual information of products. At present, there have been very few studies conducted on the application of augmented reality in e-commerce to improve user experience and, hence, encourage user satisfaction and willingness. In that regard, this paper focuses on constructing a conceptual framework of user experience, satisfaction and willingness by employing augmented reality based on the technology acceptance model. Ultimately, this conceptual framework will provide profound insights into factors that influence user satisfaction and willingness to buy.

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