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Contemporary Art Access and Distribution Channels: A Case of Thai Undergraduate Student
(2025-05-01)
Leelayudthyothin, Mittheera
The contemporary art market has witnessed substantial global growth since the 1990s, making access and distribution channels increasingly essential for emerging artists, including undergraduate art students. This study investigates whether differences in university rankings influence students’ preferences regarding contemporary art access and distribution channels. A quantitative research method was employed, utilizing a closed-ended questionnaire based on a five-point Likert scale. A total of 450 undergraduate art students from four Bangkok-based institutions—two top-ranking and two general universities— were selected through simple random sampling. Data were analyzed using independent sample t-tests to compare students’ preferences between the two groups. The findings reveal that students from both groups reported similar levels of access to various contemporary art channels, including public art centers, private galleries, mass media, websites, and social media platforms. However, notable differences were observed in distribution preferences: students from general universities showed significantly greater reliance on traditional channels such as public art centers, private galleries, mass media, and Facebook, whereas students from top-tier universities were more evenly distributed across traditional and online platforms. These findings highlight the continuing relevance of traditional art spaces while underscoring the growing importance of digital channels in contemporary art dissemination.
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Influence of Social Media on Consumers' Green Purchase Intention of Air Conditioners: The Mediating Role of Behavioral Attitude
(2025-01-01)
Zheng, Zhong
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Srinuan, Chalita
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Rojniruttikul, Nuttawut
This study explores the factors influencing green purchase intentions among Chinese consumers in the context of air conditioners, focusing on the roles of behavioral attitudes and social media. The research examines three key hypotheses: the relationship between favorable behavioral attitudes and green purchase intentions, the influence of social media on shaping these attitudes, and the mediating role of social media in enhancing green purchase intentions. The findings support all three hypotheses, demonstrating a significant positive relationship between behavioral attitudes and green purchase intentions, a strong influence of social media on shaping favorable attitudes, and the mediating effect of social media in amplifying these attitudes' impact on purchase intentions. These results underscore the importance of leveraging social media for effective marketing strategies and fostering positive behavioral attitudes to promote environmentally friendly products. The study offers practical implications for businesses and policymakers aiming to enhance consumer engagement and drive green purchases. Future research directions include longitudinal studies, cross-cultural comparisons, and investigations into emerging technologies' impact on consumer behavior. This research contributes to the growing body of knowledge on digital consumer behavior and provides actionable insights for optimizing marketing strategies in the digital age.
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Exploring the effect of social media on revisit intentions
(2024-01-01)
Ahmad, Sheraz
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Chaveesuk, Singha
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Chaiyasoonthorn, Wornchanok
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Khan, Sulaiman
After the emergence of COVID-19, the tourism industry changed drastically and experienced a considerable decline. Thus, this study explored the impact of social media during COVID-19 on revisit intentions with the mediating effect of brand commitment and brand happiness based on protection motivation theory (PMT). Survey-based quantitative data was gathered from the tourists, and data analysis was done on SPSS and AMOS. The results exhibit that social media during COVID-19 has a significant positive relationship with revisit intentions, brand commitment, and brand happiness. The study also showed that brand commitment and brand happiness have a significant positive relationship with revisit intentions. The study has also demonstrated a significant positive mediating effect of brand commitment and brand happiness between social media during COVID-19 and revisit intentions.
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Robust ambulance base allocation strategy with social media and traffic congestion information
(2023-11-01)
Yuangyai, Chumpol
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Nilsang, Suriyaphong
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Cheng, Chen Yang
At present, traffic congestion has become a major problem in many metropolitan areas globally, affecting the economy and social conditions in these areas. Of special concern, the response time of ambulances has increased, causing the death or disability of patients during emergencies. Various ambulance allocation strategies have been developed to locate a base that can achieve coverage of the demand point within a prescribed time or distance frame. However, real-time ambulance deployment is required to determine the number of ambulance and their bases. In particular, the dynamic relocation of an ambulance base is complicated, and each relocation does not guarantee that the next period will change again, thus increasing the workloads of the ambulance crew and potentially reducing their capability of responding to an emergency call. Furthermore, these models only considered covering all demand points but lacked the ability to consider uncertain factors, such as traffic congestion, patient conditions, public events, and population movement. Therefore, this study focused on formulating a covering model based on traffic congestion from web-based services and social media analysis, using the Markov-chain traffic speed assignment to allocate ambulance bases and trade-off the number of ambulance facilities between the current period and next period while considering the number of ambulance vehicles. Moreover, the proposed model was demonstrated using a case study of Bangkok emergency medical services. According to the results, obtained through collecting data on social media and traffic speed, the average traveling time of an ambulance can be improved by more than 70% with the trade-off between different periods if several emergency calls are received.
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Exploring consumer attitudes: Organic herb cordyceps and intention to purchase
(2023-09-01)
Patthirasinsiri, Natphasuth
Cordyceps are a form of herb that is nurtured and propagated utilizing organic farming techniques. This study investigated consumers’ intention towards adopting the organic herb cordyceps, also referred to as “Thungchao” in Thai language. The research was driven by increased health awareness among people, and skewness towards use of organic as compared to conventional medica-tion. In Thailand, the herb has been consumed traditionally for years, because of its medical ben-efits. The Theory of Planned Behavior (TPB) was applied to investigate the outcomes of users’ perceptions (perceived experience with organic product, perceived health benefit, information awareness) and TPB aspects (subjective norm, perceived behavioral control, attitude towards organic herb) to examine intentions of consumers’ towards adopting codyceps. The research collected primary data from 452 Thai respondents. Collected data were evaluated utilizing Structural Equation Modeling analysis. Results revealed that for the perceived customers’ experience, intention to use organic herb cordyceps was positively and significantly influenced by perceived experience with organic hers and information awareness. All the TPB variables – subjective norm, perceived behavior control, and attitude towards organic herbs – significantly and positively influence consumers’ intention towards organic herb cordyceps. The research recommended that organic herb cordyceps “Thungchao” has many medical benefits, and its consumption should be encouraged. Information awareness and sharing of the knowledge of the herb’s medical require-ment and benefits, resources and dosage are necessary to encourage or rather influence consumers intention.
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Text Mining Analysis of Comments in Thai Language for Depression from Online Social Networks
(2021-01-01)
Chaiwuttisak, Pornpimol
The objectives of this research were to analyze the relationship of the phrases or words commonly found in the comments from depression hashtag on Twitter using the association rules. The data used in this study were collected from comments in Thai language via depression hashtag on Twitter during 1 January 2019 to 31 January 2019, in total of 1,500 comments. According to the comments in Thai language on social media collected by using Rapidminer Studio 9 software to get the word about depression and used to analyze relationships of words from a text comment to get the format data Association. The frequency of words and phrases in a form of presentation is used to describe the various opinions about the depression that has a presentation on social media. According to the model performance in each of the above methods, it was found that Euclidean Distance provided the best result due to the smallest average distance at all points in each cluster which was equal to 152.504. The association analysis, a total of 30 association rules were obtained, the support of 0.5% and the 80% confidence.
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Social media activities impact on the decision of watching films in cinema
(2021-01-01)
Suvattanadilok, Montajula
The aim of the research is to examine the social media activities of film promoters and the factors that have an impact on public decision-making and to watch film in the cinema. This research looked at film audiences in Thailand to evaluate public perception, social media tracking and knowledge-based activity that has not yet been established in previous studies. Few studies have investigated the variables such as promotional programs, social media platform activities, trailer assessment, and decision to watch a movie. This study’s audience consisted of Thai citizens who are a sample of 400 subjects. This group has been identified as the group that watched the film in Thailand. The statistical tool used is ANOVA, which is concerned only with the disparity of results used in the comparative analysis. The strongest statistical relationship for the trailer assessment has been identified. Indication of the essential distinction between advertising, social media interactions and trailer assessment. References to social media will motivate the audience to feel that they are enjoying the recommended films. Social awareness is also related to the determination of the reference value for video screening. The findings of this study show that social networks affect audiences to watch movies. Overall, different factors need to work together to inspire audiences to watch movies. In order to make people watch films more frequently in cinemas, it is important to explore other strategies for market demand.
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The Development of an Asynchronous Web Application for Family Social Media Communication
(2020-01-01)
Thaithae, Thanathep
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Towsakul, Apichaya
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Jamsri, Pornsuree
In Asia countries, a family usually encourages their children to acquire a better education in a prestige university even though it is far from their hometown. The distance can affect to family relationship for this opportunity in life. A social media becomes one of the communication channels which usually insufficient to maintain proper communication and relationships due to the downside of synchronous communication. KUMAMI, a multi-platform web application, is developed by using an asynchronous communication. A solution to provides a better experience while communicating among family members with familiar features, members status, family notes. This method reduces expectation of an immediate response in the family as ordinary social media platforms.
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Effect of community relationship management, customer engagement, and brand trust on food supplement brand loyalty
(2019-01-01)
Wongsuphasawat, Tul
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Buatama, Urusa
Social media have revolutionized the behavior of people, perceptions, decision processes, and levels of engagement with a brand. There are a number of empirical studies on the impact of the social media on community relationship management, customer engagement, brand trust, and brand loyalty, but not regarding food supplements. Global health and beauty supplement sales have been continuously growing, employing both traditional and digital media channels for promotion. The purpose of this research was to understand the factors in the social media that affect food supplement brand loyalty in Thailand in order to develop a more efficient marketing program. Confirmatory factor analysis was used to analyze structural equation modeling. In total, 508 young Thais living in Bangkok, Thailand participated in this study. The results showed that community relationship management has a direct impact on customer engagement but it bears no direct influence on brand trust and brand loyalty (p <.001). The model explained 69.3 percent of brand loyalty variation. It is clear that by keeping customers engaged, the level of trust and loyalty would increase over time.
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How website quality, e-service quality, e-satisfaction, and social value affect poshtel e-loyalty in Thailand
(2019-01-01)
Phromlert, Chatchai
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Deebhijarn, Samart
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Sornsaruht, Puris
Poshtels have become the high-end version of the backpacker's hostel, which is now combining the comfort and style of boutique hotels with the sensibilities and budge prices of a hostel. Current research has stated that the global market for hostels is $5.2 billion, with the smaller niche market of poshtels rapidly growing. As such, the authors set out to investigate which factors influence a Thai poshtel's e-loyalty (e- LOY). An analysis was conducted on the six hypotheses interrelationships between website quality (WQ), e-service quality (e-SQ), e-satisfaction (e-SAT), and social value (SV). Initial analysis was conducted by the use of confirmatory factor analysis [CFA], followed by a structural equation model [SEM] path analysis using LISREL 9.1 on the study's five latent variables. From the audited questionnaire sample of 405 poshtel guests, the factors affecting e-LOY were SV (TE = .081), e-SQ (TE = .59), WQ (TE=.28), and e- SAT (TE). Additionally, all the model's variables influenced poshtel guest e-LOY as the combined influence of the factors (R<sup>2</sup>) was 75%. Although the ten poshtel websites used in the study showed very creative designs and a multitude of promotional features, the poshtel guests rated this as a moderate concern but elevated the social value that the poshtel brings to its guests as very important, with numerous reports backing this conclusion. Therefore, poshtel proprietors need to take great care in maximizing their guest online social experience by providing accommodations that are 'picture perfect' and exciting to the guest and smartphone camera's eye. Moreover, although it might be expected that younger Millennials are in the majority of the guests (they were at 70.62%), it is also interesting to note that almost 30% were 31 years of age or older.

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