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Author: search.filters.author.Khalid, BilalSubject: search.filters.subject.Thailand

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    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.
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    Evaluating the Determinants of Consumer Adoption of Autonomous Vehicles in Thailand—An Extended UTAUT Model
    (2023-01-01)
    Chaveesuk, Singha
    ;
    Chaiyasoonthorn, Wornchanok
    ;
    Kamales, Nayika
    ;
    Dacko-Pikiewicz, Zdzislawa
    ;
    Liszewski, Wiesław
    This study explores the effects of autonomous cars and how they may affect the design of transportation systems. The research investigated the determinants of consumer adoption of autonomous vehicles in Thailand. The research was driven by increasing environmental protection awareness and the need to conserve it through revolutionary technology. The study adopted the extended UTAUT model, where a quantitative method was adopted using primary data from 381 respondents. The results indicated that consumer adoption of autonomous vehicles in Thailand is influenced by performance expectancy, effort expectancy, facilitating conditions, environmental benefits, and purchase subsidy. The recommendations developed were that, to enhance the consumers’ intention to adopt autonomous vehicles, the concerned stakeholders should improve on aspects, such as the ability to improve job performance, increase productivity, ease of use, flexibility, clarity, and understanding, as well as improve social status. The government should also consider subsidizing autonomous vehicles as this would encourage consumption. A limitation of the study is the generalization of the findings as it is limited to Thailand.
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    GAMIFICATION AND ITS INFLUENCE ON FINANCIAL MANAGEMENT BEHAVIORS OF YOUNG INVESTORS
    (2023-01-01)
    Khalid, Bilal
    ;
    Dacko-Pikiewicz, Zdzislawa
    ;
    Szczepanska-Woszczyna, Katarzyna
    Exploring the intersections linking gamification and financial management among young investors in Thailand, the study focused on the attenuating impact of gamification on financial management factors-financial planning activity, financial self-efficacy, financial literacy, financial attitude, and financial culture on financial management behavior of these investors. The specific aim of the study was to examine and understand the impact of gamification on the financial management behaviors and decision-making processes of young investors with an age range from 18-40 years. A quantitative survey research design was applied, utilizing primary data collected from 332 young investors in Thailand, which were analyzed using structural equation modeling. The highlights of the results showed that financial attitude, financial culture, financial planning activity, and financial literacy positively and significantly affect the financial management behavior of young investors in Thailand. Gamification was also found to moderate the effect of all latent factors on financial management behavior significantly. In this regard, gamification should be considered sacrosanct for young investors when making investment decisions because of its aptitude to influence engagement, loyalty, attention span, and financial management behavior, which are all central to building a thriving platform.
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    Continuance intention to use digital payments in mitigating the spread of COVID-19 virus
    (2022-03-01)
    Chaveesuk, Singha
    ;
    Khalid, Bilal
    ;
    Chaiyasoonthorn, Wornchanok
    This study investigated the continuous intention to use digital payment solutions in online transactions to mitigate the spread of the COVID-19 virus. Primary data was collected from individuals using digital payment systems in Bangkok, Thailand using a structured questionnaire from a total of 400 respondents. The study adopted the Technology Acceptance Model (TAM). Data were analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) in AMOS 26. The results revealed that factors that significantly affected continuous intention to use digital payments were perceived ease of use, satisfaction, attitude, and social distancing. Satisfaction mediated the effects of perceived usefulness, perceived ease of use, and social distancing on continuous intention to use. Attitude mediated the effect of perceived usefulness on continuous intention to use. The study recommends that concerned policymakers and institutions should consider users’ satisfaction, social distancing, and perceived ease of use when developing digital payment systems.
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    APPROACHES TO UNDERSTANDING MIGRATION: A MULT-COUNTRY ANALYSIS OF THE PUSH AND PULL MIGRATION TREND
    (2021-01-01)
    Khalid, Bilal
    ;
    Urbański, Mariusz
    The study explores the factors that drive migration to Poland and Thailand. It investigated how economic, political, environmental, and social factors impact on workers decision to migrate in search of greener pastures. The research is hinged on the Push-Pull Migration Model. The research populations consisted of a total of 762 purposively selected respondents; 452 were selected from Bangkok and Phuket, Thailand, while 310 were selected from Warsaw in Poland. The study was quantitative research that applied SEM analysis for data interpretation. Findings indicated that 76% of the migrants to Thailand have at least a university degree compared to 24% with a high school certificate or less, while for Poland, 68% have at least a university degree compared to 32% with a high school certificate or less. SEM analysis revealed that only the economic push and pull factors were accepted in both Thailand and Poland/ The results reinforced the significant influence of unemployment, poverty, high employment, and high wages, while acknowledging the impact of political and social factors. The significance of environmental factors from the findings was underwhelming.