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Author: search.filters.author.Kasemwattanasuk, Thannaphat

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    A Conceptual Framework for Mobile FinTech Adoption: Integrating TAM-TPB with Technology Readiness Index
    (2026-01-01)
    Wang, Wei
    ;
    Kasemwattanasuk, Thannaphat
    ;
    Chaveesuk, Singha
    ;
    Rojniruttikul, Nuttawut
    This study proposes a conceptual framework to examine the adoption of mobile financial technology (FinTech) by integrating the Technology Readiness Index (TRI) with a combined Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB). The framework investigates how technology readiness dimensions, which are optimism, innovativeness, discomfort, and insecurity, influence users’ perceptions of mobile FinTech in terms of perceived usefulness and perceived ease of use. These perceptions subsequently shape users’ attitudes toward using mobile FinTech, which, together with subjective norms and perceived behavioral control, drive the behavioral intention to adopt the technology. A quantitative survey will be conducted and analyzed using Structural Equation Modeling to evaluate how factors influence behavioral intention to adopt mobile financial technology within the integrated TAM, TPB, and TRI framework. Through this integrated approach, the study aims to provide empirical insights that underpin mobile FinTech adoption, enabling service providers and policymakers to design more effective strategies to enhance user acceptance and utilization of mobile FinTech services.
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    Factors influencing behavioral intention to use MOOCs for the Green Entrepreneurship Study: the testing and measurement of an instrument to measure the conceptual framework
    (2025-01-01)
    Kasemwattanasuk, Thannaphat
    ;
    Chaveesuk, Singha
    The landscape of education is rapidly evolving, driven by the proliferation of digital learning technologies, notably Massive Open Online Courses (MOOCs). MOOCs offer accessible and flexible learning opportunities globally, while simultaneously, green entrepreneurship has emerged as a critical approach to addressing environmental challenges through sustainable business practices. This study aims to build a tool to test the reliability and validity of the conceptual framework of factors influencing behavioral intention to use Massive Open Online Courses (MOOCs) for the Green Entrepreneurship study in higher education institutions in Thailand, targeted at business students. The study adopts the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), and the concept of self-efficacy with 7 latent variables and 43 items. The paper uses a sample size of 33 sample respondents to perform the pilot test. The index of item-objective congruence (IOC) for all questions was more than 0.5, indicating the usability of the instrument. Furthermore, a pilot study was used to test the reliability of the instrument and by analyzing the Cronbach's alpha coefficient at a confidence interval of 95%. The results of the analysis showed that the Cronbach's alpha coefficient was exceeding 0.93 overall, which was considered as an acceptable level. Thus, the instrument could be used to measure the factors influencing behavioral intention to use MOOCs for the Green Entrepreneurship Study.