KMITL

Permanent URI for this communityhttps://dspace.kmitl.ac.th/handle/123456789/1

Browse

Search Results

Now showing 1 - 10 of 40

Some of the metrics are blocked by your
consent settings
Preface
(2026-01-01)
Chaveesuk, Singha
;
Shin, Seungwoo
;
Kot, Sebastian
;
Khalid, Bilal
Some of the metrics are blocked by your
consent settings
Determinants of Audience Engagement among Virtual YouTubers
(2025-12-31)
Khalid, Bilal
Developments in the digital space have enabled VTubers to emerge as a transformative force in digital entertainment; this they achieve by combining the concepts of virtual avatars, live streaming, and community-driven content creation. Their ability to engage audiences is critical for loyalty creation and continued entertainment. Nonetheless, the engagement of traditional influencers has been studied and elaborated upon in many studies, and relatively few studies exist that examine the interacting factors of engagement wholly within the unique VTuber ecosystem. Therefore, this study explored the determining factors of audience engagement by VTubers, and to which extent they achieve it. A conceptual framework was developed borrowing from Cultural Studies Theory, Social Presence Theory, Uses and Gratification Theory, and Thai contextual factors. The study adopted a quantitative methodology utilizing primary data collected from VTuber fans. A sample of 433 respondents was used. The data was analysed using structural equation modelling to evaluate the set hypotheses. The results revealed that VTubers' audience engagement was significantly and positively influenced by content quality, interactivity, language proficiency, cultural relevance, localised humour, community involvement, and perceived entertainment. The results also indicated that perceived entertainment mediated the effect of VTuber personality, interactivity, language proficiency, localised humour, virtual aesthetic appeal, and community involvement on audience engagement. The study recommended that VTubers and other content creators should consider developing engaging, emotionally stimulating content. They should also invest in language adaptability. VTubers should also leverage community involvement as an extension beyond the visual aesthetic.
Some of the metrics are blocked by your
consent settings
Generation Y entrepreneurial competitiveness: An empirical analysis of determining factors
(2025-12-01)
Khalid, Bilal
;
Chaveesuk, Singha
;
Chaiyasoonthorn, Wornchanok
Objective: The research aimed to identify the determining factors that influence Generation Y entrepreneurial competitiveness. The study was motivated by this Generation’s significant impact on the global economy, as they comprise a quarter of the global population, and the fact that they grew up in a period of technological advancement. Research Design & Methods: We used a quantitative survey research design to empirically collect primary data from Gen Y entrepreneurs, using a sample size of 384 respondents. The model had six independent vari-ables, i.e., personal traits, entrepreneurial self-efficacy, networking skills, digital capabilities, fear of failure, and growth mindset. The mediating variable was entrepreneurial orientation, while the dependent variable was entrepreneurial competitiveness. We evaluated the model using confirmatory factor analysis (CFA), and we tested the hypotheses using structural equation modelling (SEM). Findings: We found that entrepreneurial self-efficacy, digital capabilities, networking skills, and growth mindset significantly enhance Gen Y competitiveness, while personal traits showed no significant effect. Fear of failure had an unexpected positive impact. Entrepreneurial orientation did not mediate these re-lationships. Innovation and adaptability were key drivers, but digital transformation emerged as the strongest predictor of Gen Y entrepreneurial success in competitive markets. Implications & Recommendations: The study recommended Gen Y entrepreneurs and policymakers entrepreneurial training and education to enhance their entrepreneurial capabilities; networking strategies and skills, which are vital in nurturing a diverse workforce; and digital transformation for small businesses as a strategy to achieve entrepreneurial competitiveness. Contribution & Value Added: Our research advances entrepreneurial research by identifying key drivers of Gen Y competitiveness: digital capabilities, self-efficacy, and networking, while challenging conventional as-sumptions about personal traits and fear of failure. It bridges gaps in generational entrepreneurship literature by empirically validating technology’s pivotal role. The findings offer a refined framework for policymakers and educators to cultivate adaptive, digitally fluent entrepreneurs, enhancing competitiveness in evolving markets. This work enriches theoretical discourse and provides actionable strategies for fostering Gen Y entrepreneurial success by integrating psychological and technological perspectives.
Some of the metrics are blocked by your
consent settings
Preface
(2025-01-01)
Kot, Sebastian
;
Khalid, Bilal
;
Ul Haque, Adnan
Some of the metrics are blocked by your
consent settings
Emotional Brand Attachment as a Pathway to Brand Nostalgia, Brand Involvement and Brand Forgiveness
(2025-01-01)
Hongthong, Patcharee
;
Jaroenwanit, Pensri
;
Nelson, James E.
;
Khalid, Bilal
This study explores the relationships between Emotional Brand Attachment (EBA), Brand Nostalgia, Brand Involvement, and Brand Forgiveness, focusing on their roles in consumer-brand recovery dynamics. Using Emotional Brand Attachment Theory and Structural Equation Modeling (SEM), the findings reveal that EBA strongly influences Brand Involvement and directly contributes to Brand Forgiveness, while Brand Involvement serves as a key mediator in restoring trust. However, Brand Nostalgia shows minimal direct impact on forgiveness, highlighting its context-dependent nature. These insights emphasize the importance of fostering emotional connections and consumer involvement in brand recovery strategies, while suggesting that the effectiveness of nostalgia may vary across scenarios. The study provides actionable recommendations for leveraging emotional attachment and involvement in post-failure brand management while encouraging further exploration of contextual influences.
Some of the metrics are blocked by your
consent settings
INTENTIONS TO CONSUME DIETARY SUPPLEMENTS AMONG GEN Y: EXTENDED PLANNED BEHAVIOUR MODEL
(2025-01-01)
Chaichana, Chutima
;
Kot, Sebastian
;
Khalid, Bilal
;
Chaveesuk, Singha
The attention drawn by COVID-19 in terms of health improvement has included usage of dietary supplements; it is viewed as a means of boosting immune systems and hence supporting a better overall physical condition, The research intends to establish the determining aspects of the intention to consume dietary supplements among those of Gen Y. Extended theory of planned behavior was adopted to develop the framework for this study. The empirical study used primary data generated from Gen Y individuals aware of their consumption. A total of 449 respondents were collected and data were analyzed using structural equation modeling (SEM). The results indicated five positive and significant influences on the consumption of dietary supplements by Gen Y: the perceived behavioral control over the use of supplements; need for supplement consumption; health information-seeking behavior; perceived social pressure; and trust in the supplement brand. It is evident that attitude toward dietary supplements significantly mediates the relationship between the social media subjective norm and health information seeking and the intention to consume the dietary supplements. Despite increasing studies on dietary supplement consumption, not much has been done on the aspects influencing intention to consume dietary supplements on the part of Gen Y.
Some of the metrics are blocked by your
consent settings
Mascot effect: Analysing brand character influence on purchase intentions in Thailand’s food market
(2025-01-01)
Khalid, Bilal
Introduction. The aim of this research was to examine the influence of brand mascots on consumer purchase intentions in the Thai food sector. The study integrated the Theory of Planned Behavior (TPB) with the construct of emotional engagement. Materials and methods. This study employed an empirical approach based on primary data collected through an online survey. The target population comprised consumers familiar with mascot-driven brands. 368 valid responses were obtained. Data were analyzed using confirmatory factor analysis and structural equation modeling to evaluate model fit. Results and discussion. The study’s respondents were primarily male (48.9%), within the 25–34 age bracket (31.3%), held a Bachelor’s degree (36.1%), and were self-employed (24.5%). This demographic profile reflects a young, economically active, and marketing-responsive consumer segment. All structural model fit indices demonstrated acceptable adequacy (e.g., CMIN/DF = 2.310), while reliability and validity metrics met the required thresholds, with the minimum Average Variance Extracted (AVE) = 0.548 and minimum Composite Reliability (CR) = 0.759, confirming strong measurement quality. The empirical results revealed that Emotional Connection (β = 0.489) was the strongest positive predictor of Purchase Intention, underscoring its pivotal role in consumer decision-making. In contrast, Attitude exerted a significant negative effect (β = –0.175), suggesting that rational evaluations alone may not always align with affective or behavioral outcomes. Furthermore, Emotional Connection significantly mediated the effects of Mascot Characteristics, Subjective Norm, and Perceived Behavioral Control, reinforcing its central role as an emotional bridge between perception and intention. These findings confirm that emotional engagement serves as a crucial determinant of consumer behavior, particularly in culturally expressive markets such as Thailand, where affective symbolism and brand storytelling strongly influence purchase motivation. Conclusions. The findings show that food brand mascots significantly influence consumer attitudes, intentions, and behavior. Emotional resonance, rather than purely cognitive evaluation, was found to drive purchase intention. Accordingly, marketers in the Thai food sector should develop mascots that convey authenticity, relatability, and emotional warmth aligned with consumer values and cultural expectations, thereby strengthening brand loyalty and long-term engagement.
Some of the metrics are blocked by your
consent settings
Towards global citizenship–role of cross border higher education across the ASEAN region
(2024-10-01)
Khalid, Bilal
;
Kurowska-Pysz, Joanna
The Association of Southeast Asian Nations (ASEAN) region has been experiencing a vibrant economy with heavy investment in higher education as an economic development driver. Being home to over 630 million people and more than 7,000 higher education institutions (HEIs) and over 12 million students, it was critical to evaluate the role of cross-border higher education in the region. This study aimed to investigate the factors and motivations contributing to the success and efficacy of cross-border higher education in the ASEAN region. Additionally, it sought to examine the impact of cross-border education on the development of global citizenship. A quantitative study was conducted using secondary data from the repositories of the World Bank and UNESCO Institute for Statistics (UIS). Data was analyzed using descriptive visualizations and regression analysis. Results indicated variations in HEIs investments, with Brunei having the least. Many students moved from the ASEAN region to seek higher education in other regions, with Vietnam having the highest number of 137,022 students. The majority of these ASEAN countries have more than 10,000 higher education students’ abroad. The United States, Australia, and Japan were the significant destinies of students from the ASEAN region. Government expenditure on tertiary education, gross domestic product (GDP), tertiary school enrolment, and GDP growth rate were found to have a significant influence on cross-border higher education mobility. Policy recommendations were the development of international collaborations, cross-border partnerships, and cross-national harmonization to enhance the partnership and mobility of higher education students in the ASEAN region.
Some of the metrics are blocked by your
consent settings
Exploring the adoption of photovoltaic cleaning robots: An institutional management approach
(2024-09-01)
Promvongsanon, Rubporn
;
Sawmong, Sudaporn
;
Khalid, Bilal
There is increased adoption of renewable energy, particularly photovoltaic (PV), as a major source of clean and environmentally friendly energy. With the wide application of PV technologies, commonly called solar panels, their appropriate maintenance and cleaning are vital for optimum PV energy generation. The research focuses on exploring the various factors attributed to influence the want, intention and need to use PV panel cleaning robots in Thailand from an institutional management perspective. The study adopted the extended C-TAM-TPB by adding three more variables-Trust in technology, awareness of renewable energy, and environmental concern. A quantitative approach was used, where primary data was collected from PV institutional users. A population sample of 411 respondents was used. The confirmatory factor analysis (CFA) came in handy in evaluating the performance model, with the study's hypotheses being evaluated by the structural equation modeling (SEM). Results indicated that most of the subjective behaviors, perceived behavioral controls, and trust in technology played a key role in determining the intention and need to use solar panel cleaning robots. Perceived usefulness was found to have significant influence towards PV panel adoption. The influence of attitude was mediated by several factors – environmental concern, renewable energy awareness, trust in technology. The study recommended that the institutional users of solar panels should consider investing in knowledge regarding perceived behavioral control, developing confidence in the use of renewable and sustainable energy, and developing trust of the renewable and sustainable energy technologies. This could be achieved through programs such as public awareness, sharing accurate information regarding solar panel cleaning robots, and providing support and after sales support. Educational initiatives to change users' attitudes toward renewable energy technologies were recommended.
Some of the metrics are blocked by your
consent settings
Evaluating customer perspectives on omnichannel shopping satisfaction in the fashion retail sector
(2024-08-30)
Khalid, Bilal
The effective implementation of omnichannel commerce can fundamentally alter how consumers shop online. This study attempted to understand Thai consumers' omnichannel fashion retail purchasing activities. The objectives of the study were to investigate the determinants shaping omnichannel customer experiences within the fashion retail industry and to examine the impact of omnichannel customer experiences on customer satisfaction within the Thai retail industry. The research utilized the Unified Theory of Acceptance and Use of Technology (UTAUT) model to analyze the effects of omnichannels on purchasing behaviors and levels of satisfaction of consumers. The study employed a survey research design, applying simple random sampling to select 509 respondents with omnichannel shopping experience in the clothing and fashion. The respondent data was analyzed using structural equation modeling utilizing the Amos software version 24. Analyzing the results revealed a significant correlation between omnichannel shopping and customer satisfaction in fashion retail shopping. Perceived ease of use, perceived enjoyment, integrated promotions, integrated customer service, and integrated transactions were all found to influence omnichannel experiences favorably. The findings suggest that fashion retailers prioritize customer satisfaction by enhancing their omnichannel experiences through better coordination and synchronization of their different customer service channels.

KMITL

Browse

Filters

Settings

Sort By

Results per page

Search Results