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Thai Dairy Farmers' Adoption of Automated Disinfectant Production
(2026-07-01)
Akkhasingh, Akkhawit
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Vuthisopon, Sujira
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Saengnoree, Amnuay
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Sonsupap, Somchai
Adoption of sustainable on-farm technologies is essential to minimize environmental impacts and improve the sustainability and biosecurity of the livestock industry. Despite growing interest in precision livestock farming, no prior study has examined the psychological and behavioral determinants of dairy farmers' adoption of automated disinfectant production systems, particularly in developing economies. The current research uses structural equation modeling to investigate the determinants of adoption intention for a novel automated on-farm disinfectant production system that requires minimal external chemicals and generates no waste. The data were gathered from 320 members of the Dairy Farming Cooperative of Thailand. The hypothesized model includes the constructs of innovation characteristics, trust in innovation, perceived usefulness and perceived value to explain adoption intention. The model had a good fit (χ²/df = 1.22, RMSEA = 0.02, CFI = 0.99) and accounted for 73% of the variability in adoption intention. Among the variables studied, perceived value showed the strongest direct influence on adoption, followed by perceived usefulness. In addition, innovation characteristics exerted the greatest overall influence on adoption intention through the intermediary factors of trust, perceived usefulness and perceived value. It becomes evident that, to foster sustainable innovation in agriculture, it is essential to convey a value proposition that goes well beyond its functional aspects, with trust an indispensable factor in the process. The outlined model provides theoretical and practical views that can enhance the implementation of innovative livestock management techniques.
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Financial Innovation and Crowdfunding: Influencing Investment Decisions in Tech Startups
(2024-12-01)
Panitkulpong, Kaimuk
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Saengnoree, Amnuay
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Teerawatananond, Thapong
This study investigates the financial behavior of Thai investors in equity crowdfunding (ECF), focusing on the factors that influence their investment intentions. Drawing upon the Information System Success Model (ISSM), the Theory of Diffusion of Innovations, and the Technology Acceptance Model 3 (TAM3), the research examines the platform quality (PQ), platform characteristics (PC), and social influence (SI) as independent variables, with the perceived usefulness (PU) and perceived ease of use (PEOU) acting as mediators. Data were gathered from 275 Thai investors and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that the PU significantly influences investment decisions both directly and indirectly through the PEOU, which also directly affects investment intention. Furthermore, SI, PC, and PQ have indirect effects on investment decisions via the PU and PEOU, with SI being the most influential factor. This study provides valuable insights into optimizing ECF platform design, fostering investor trust, and enhancing regulatory frameworks to facilitate financial inclusion and innovation in the Thai crowdfunding landscape.
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Innovative factors affecting performance of local government organizations in Thailand
(2024-01-01)
Tunjararuck, Anake
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Saengnoree, Amnuay
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Teerawatananond, Thapong
This dissertation aimed (1) to study factors that have causal influences that affect the performance of municipalities. (2) to study the causal relationship model of innovative organizations, innovative capabilities, service innovation and performance management that influences the performance of municipalities. (3) to develop a linear structural equation model of the influence of service innovation, innovation organization, innovative capabilities and performance management that affects the performance of local government organizations in the category of municipalities in Thailand. The sample group were 320 executives of local government organizations in the category of municipalities in Thailand. Sampling was done in 2 steps: stratified and systematic sampling. This study is a quantitative study, and the research tool was a structured questionnaire and data were analyzed by percentage, mean, standard deviation, skewness, kurtosis, and confirmatory component analysis and structural equation model analysis. The findings of this study demonstrate significant direct effects of innovative capabilities, service innovation and performance management on performance of local government organizations in Thailand. Moreover, it was observed that innovative organizations and innovative capabilities also exerted indirect effects on performance of local government organizations through their influence on performance management, serving as mediator variables. Through the development of a structural equation model, it was determined that innovative capabilities had the greatest overall influence on the performance of local government organizations in the category of municipalities in Thailand, followed by performance management, service innovation and innovation organization, respectively. This research study made executives of local government organizations in category of municipalities in Thailand can be used as a guideline in determining strategies for managing their organization to be able to keep up with changes in the digital world and to ensure that the performance of the local government organization achieves the specified goals in terms of both efficiency and effectiveness.
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Michelin-starred restaurant diner return willingness: A case study from Thailand
(2024-01-01)
Rattanaparinyanon, Harit
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Vuthisopon, Sujira
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Saengnoree, Amnuay
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Siripongdee, Surapong
This study investigates the factors influencing the return willingness (RW) of diners at Michelin-starred restaurants in Thailand. The focus is on understanding how service novelty (SN), new product innovation (NPI), culinary standards (CS), and diner satisfaction (DS) contribute to diners' intentions to return. A quantitative approach was employed using structural equation modeling (SEM) to analyze data collected from a sample of 320 diners. The study examined the direct and total effects of the variables on RW. The analysis revealed that service novelty, new product innovation, culinary standards, and diner satisfaction collectively account for 75% of the variance in return willingness (R² = 0.75). Service novelty, new product innovation, and culinary standards exhibit significant direct effects on return willingness, with total effect (TE) values of 0.87, 0.79, and 0.76, respectively. Diner satisfaction also significantly impacts return willingness, with a TE value of 0.42. All nine proposed hypotheses were supported, confirming the positive influence of SN, NPI, CS, and DS on diners' return willingness. The study underscores the critical role of continuous innovation, high culinary standards, and exceptional diner satisfaction in fostering repeat business. These factors are integral to enhancing customer loyalty at Michelin-starred restaurants in Thailand. The findings offer valuable insights for restaurant managers aiming to boost customer loyalty and sustain long-term success. Emphasizing service innovation, maintaining high culinary standards, and ensuring diner satisfaction can significantly improve diners' return willingness.
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An Analysis of how Customer Value, Service Innovation, and Brand Image Influence Chinese Online Travel Agency Customer Satisfaction and Loyalty
(2024-01-01)
Sun, Lei
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Chamsuk, Wawmayura
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Saengnoree, Amnuay
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Sornsaruht, Puris
This study examines the relationships between customer value (CV), service innovation (SI), OTA brand image (IM), e-customer satisfaction (ECS), and e-customer loyalty (ECL) in the online travel industry. From February to March 2023, the authors collected and analyzed opinions from 361 Chinese online travel agency (OTA) users via confirmatory factor analysis (CFA) and partial least squares structural equation modeling (PLS-SEM) with AMOS Version 22. SPSS for Windows Version 24 was employed for descriptive statistics. The analysis revealed positive direct effects of CV (0.45), SI (0.60), and IM (0.35) on ECS, highlighting their importance in shaping customer satisfaction. ECS also had a strong direct effect on ECL (0.75), emphasizing its role in driving loyalty. Additionally, CV and IM had indirect impacts on the ECL through the ECS (0.34 and 0.26, respectively). The model explains 82% of the variance in ECS and 89% in ECL. These findings offer strategic insights for OTAs, stressing the importance of enhancing CV, SI, and IM to improve ECS and ECL. The study discusses theoretical and practical implications, highlighting the importance of a customer-centric approach in the online travel industry.
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Antecedents to Haidilao Hot Pot Restaurant Consumer Loyalty in Bangkok
(2024-01-01)
Fan, Hairui
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Saengnoree, Amnuay
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Siripongdee, Surapong
This study's objective was to develop a structural equation model (SEM) of factors influencing consumer loyalty at Bangkok's Haidilao Hot Pot (HHP) Chinese restaurants. The study focused on consumers who visited the Central World Mall and Central Rama 9 Mall branches at least once during June and July 2023. The researchers used stratified random sampling to collect 312 questionnaires from the consumers surveyed. The questionnaire's validity and reliability were ensured through expert evaluation and pilot testing, with Cronbach's alpha values ranging from 0.81 to 0.89. Data were collected via an online questionnaire in both Thai and English and assessed for content validity and reliability. The SEM path analysis was conducted using LISREL 9.10, while SPSS for Windows 21 was used for descriptive statistics. Results indicated that all SEM factors positively influenced consumer loyalty, explaining 63% of the variance. The three most significant factors were service innovation (0.79), service quality (0.64), and service satisfaction (0.61). This study extends the limited post-COVID-19 literature on the Asian food and service sector by validating a comprehensive model of consumer loyalty specific to Chinese hot pot restaurants. It highlights the essential nature of service innovation, quality, and satisfaction in fostering consumer loyalty. The findings provide valuable insights for restaurant industry practitioners, highlighting the need to invest in service innovation and maintain high service quality to enhance customer satisfaction and loyalty. These strategies are essential for sustainable growth and operational improvements.
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Drivers of Revisit Intentions at Michelin-Starred Restaurants in Thailand: The Role of Innovation, Quality, and Satisfaction
(2024-01-01)
Rattanaparinyanon, Harit
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Vuthisopon, Sujira
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Saengnoree, Amnuay
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Siripongdee, and Surapong
This study analyzed factors impacting consumers’ revisit intentions at Michelin-starred restaurants in Thailand. Survey data from 400 patrons of Michelin-starred establishments revealed high intentions to revisit driven by service innovation, product innovation, restaurant quality, and customer satisfaction. Structural equation modeling indicated a significant positive influence of these four key factors – collectively explaining 60.7% of the variance in repeat patronage intentions. The findings imply that emphasizing creativity and novelty in food and service delivery enhancements, upholding facility excellence, and ensuring positive sensory and value perceptions underpins customer loyalty for Michelin-starred dining. Practical and policy implications center on restaurant and tourism industry strategies to continually elevate standards, differentiate offerings, and promote Thailand as a premier culinary destination. Addressing limitations of sample representation and variables examined, further research should adopt mixed methods designs incorporating observational and longitudinal approaches to deepen insight into revisiting behavior within luxury dining segments.
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Integrative Medicine and Health Training for Thai General Practitioners (GP): A SEM Analysis
(2023-01-31)
Daengneam, Bancha
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Deebhijarn, Samart
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Saengnoree, Amnuay
The study aimed to determine which factors affected a Thai general practitioner’s (GP) intent to take integrative medicine and health (IMH) training. From the literature review, it was noted that IMH has other similar programs globally with names such as complementary and alternative medicine (CAM) and complementary and integrative medical procedures (CIM). Additionally, three latent variables were selected for the study and used in the confirmatory factor analysis (CFA) and structural equation model (SEM) LISREL 9.10 path analysis of the five hypotheses. The SEM results for each GP’s training attendance intention (TAI) discovered that first in importance was each medical professional’s learning ability (LA), then their perception of the innovative training course (ITC), and finally, their innovative attitude (IA). Final determination was then made that all the causal variables in the model had a positive influence on TAI, with the variability of factors influencing TAI (R<sup>2</sup>) at 41%. The three causal variables determined to affect TAI had total effect values of 0.64 (LA), 0.52 (ITC), and 0.43 (IA), respectively.
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THE RELATIONSHIPS BETWEEN TECHNOLOGY ADOPTION, HR COMPETENCIES, AND HR ANALYTICS OF LARGE-SIZE ENTERPRISES
(2023-01-01)
Penpokai, Sukawat
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Vuthisopon, Sujira
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Saengnoree, Amnuay
Purpose: The aim of this study is to explore the organizational construct that have relationship to HR Analytics in large-size organizations that operate their businesses in Thailand. Theoretical framework: Technology Adoption and HR Competencies are the two organizational constructs that are introduced in this study to examine their relationship with the HR Analytics. Design/methodology/approach: The study adopts a confirmatory factor analysis to develop the structural equation model through data collection from large-size organizations in Thailand. Findings: The hypotheses of the proposed conceptual framework are confirmed at significant level of p < 0.01. In addition, the study also provided statistical confirmation of the role of Technology Adoption as a mediating factor of HR Competencies to HR Analytics. Research, Practical & Social implications: The study gives the results to support the call from many authors around the area of HR Analytics and its influence on organization management. Originality/value: The study offers pioneer views on the relationship of relevant organizational dimensions to the HR Analytics and helps to bridge the gaps on the existing studies.
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A development model of factors affecting customer loyalty to mobile service providers in Thailand
(2018-01-01)
Klankaew, Patcharanan
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Saengnoree, Amnuay
The purpose of this research is to explore the model of factors affecting customer loyalty to mobile service providers of Thailand. Consequently, this study examined and analysed the causal relation factors of service quality, brand image, customer satisfaction, and switching deterrents on their loyalty. Based on previous empirical studies, this study proposes a structural model of customer loyalty and units of analysis are selected from users of 3 major mobile phone service providers, totalling 400 people. Population sampling is mobile users from the percentage of six areas in Bangkok with multi-stage sampling. A set of questionnaires is used to collect data. An analysis of structural equation modelling using AMOS 21 program is conducted to test the ten hypotheses. This paper provides development model for mobile phone service providers to manage the important influential roles of service quality, brand image and customer satisfaction effect on customer loyalty.

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