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Behavioral intentions toward air purifier adoption in Thai municipal offices for sustainable indoor air quality
(2026-12-01)
Taghipour, Amirhossein
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Saengnoree, Amnuay
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Sangmanee, Woranat
As outdoor air pollution in Thailand increases and indoor environments begin to trap the accumulation of fine particulate matter (PM 2. 5) outside and produce it inside, the protection of indoor air quality (IAQ) in municipal offices is an issue of public-health concern. In this paper, we test determinants of the behavioral intention to use (BIU) portable air purifiers in municipal executives by combining the theory of planned behavior (TPB) and technology acceptance model (TAM) with a structural equation modelling (SEM) model based on a survey of n = 320 municipal executives across the country. Findings reveal that the perceived innovativeness and effectiveness of air purifiers, as a constitute of a key antecedent of adoption, has positive and significantly large standardized path coefficients both directly affecting BIU and indirectly, through perceived behavioral control (PBC) and perceived ease of use (PEOU). Results also indicate that BIU is related to environmental air characteristics (EAC) in the perception of executives regarding ambient and indoor air conditions and that this influences adoption through PBC and, indirectly through performance expectancy (PE) (all significant paths p < 0.001). Collectively, the evidence cannot cause an effect but indicates strong in-direct pathways that can be used to support an explanation of technology acceptance in the workplaces of the public sector. The findings highlight the significance of the user-centered design, the ability to build capabilities, as well as to communicate the air-purifier performance in a clear way helping to improve perceived control and expectancy. This research can inform policy-makers with respect to ad-ministration of cities because it connects the concepts of IAQ management, occupational health, and sustainable procurement and emphasizes how convenient data dashboards and online visualizations of air quality can shape the willingness of executives to implement air purifying technologies.
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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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Sustainable Air Purifiers for Thai Smart Cities: Integrating Circular Economy and Public Health in Municipal Innovation
(2026-06-01)
Taghipour, Amirhossein
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Saengnoree, Amnuay
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Sangmanee, Woranat
Rapid urbanization and economic growth in Thailand have intensified urban air-quality challenges, especially PM2.5 pollution associated with agricultural burning, industrial emissions, and traffic congestion. Municipal governments are therefore exploring technological interventions that can complement conventional emission-control policies in the transition toward healthier smart cities. One promising approach is the deployment of sustainable outdoor air-purifier towers equipped with high-speed fans, jet scrubbers, and IoT-based monitoring systems. Early pilots, including the MQDC FahSai Mini tower, have demonstrated substantial dust-reduction potential and real-time data integration with public air-quality platforms. This study develops an interdisciplinary framework that connects public health, circular economy principles, technology adoption, and sustainable urban design. We examine how environmental awareness, perceived effectiveness, social influence, perceived cost, health anxiety, and value co-creation shape adoption intention and behavior toward municipal air-purification systems in Bangkok, Chiang Mai, Khon Kaen, and Phuket. Using mixed methods, including interviews and survey data from 320 stakeholders, residents, and officials, and analyzing the data through CFA and SEM, the study finds that environmental awareness and perceived effectiveness positively influence adoption, while perceived cost reduces it. Value co-creation emerges as the strongest driver of adoption intention and mediates the role of social influence. Scenario analysis further indicates that the deployment of 10–15 purifier towers could reduce PM2.5 by approximately 30–40% and generate meaningful health-related economic benefits. The discussion now more explicitly addresses the end-of-life management of saturated filter media, the role of multi-level governance and redistributive financing for urban equity, and the importance of addressing technological anxiety to secure a durable social license for deployment.
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Determinants of Digital Asset Investment Intention Among Mutual Fund Investors in Thailand
(2026-05-01)
Jiaranaipayuk, Wilasinee
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Saengnoree, Amnuay
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Vuthisopon, Sujira
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Pattananupong, Kaimuk
This study examined the determinants of intentions to participate in digital asset investment among Thai mutual fund investors with medium-to-high risk tolerance by extending the Theory of Planned Behavior (TPB) to include financial literacy and trust. A quantitative survey was conducted with 360 respondents, and the proposed model was analyzed using structural equation modeling. The results indicate that attitudes toward behavior, subjective norms, and perceived behavioral control are positively associated with the intention to invest. Financial literacy and trust also demonstrate direct and indirect effects, with financial literacy emerging as the strongest overall predictor. In addition, perceived behavioral control and attitudes toward behavior serve as important mediating mechanisms linking cognitive and social factors to the intention to invest. The model explains 52% of the variance in investment intention, indicating moderate explanatory power. These findings suggest that intention to invest in digital assets among Thai mutual fund investors with medium-to-high risk tolerance is shaped by a combination of financial capability, social influence, perceived control, and evaluative judgment. However, these findings should be interpreted cautiously due to the purposive sampling approach and the fact that they are primarily applicable to financially experienced and relatively risk-tolerant investors rather than the broader Thai population.
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Factors affecting student’s purchase intension on innovative electric motorcycles in Bangkok and surrounding areas
(2025-01-01)
Withayaruksun, Thanapol
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Vuthisopon, Sujira
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Saengnoree, Amnuay
This research investigates the impact of three core factors—namely, product innovation characteristics, perceived value, and individual attitude—on the intention of university students in Bangkok and surrounding areas to purchase electric motorcycles. Additionally, the study aims to construct a structural equation model (SEM) illustrating the relationships among these variables. A quantitative approach was adopted, employing a structured questionnaire to collect data from 240 university students who had experience in motorcycle purchasing. A two-stage sampling method, including quota and purposive sampling, was applied. The data were analyzed using descriptive statistics, confirmatory factor analysis (CFA), and structural equation modeling (SEM). The findings revealed that product innovation characteristics, perceived value, and attitude each had a statistically significant and positive direct effect on purchase intention. Moreover, both product innovation and perceived value indirectly influenced purchase intention through the mediating role of attitude. Among these factors, product innovation characteristics exhibited the strongest total influence, followed by perceived value and attitude. An effective product innovation strategy that aligns with consumer values and nurtures positive attitudes is crucial in boosting students' purchase intention. These insights provide actionable recommendations for manufacturers and marketers of electric motorcycles aiming to target young urban consumers. The research advances understanding in the field of consumer behavior toward sustainable transport, particularly electric motorcycles. By integrating innovation, value perception, and attitude within a cohesive model, the study offers a practical framework for addressing purchase behavior in a growing market segment.
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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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The Intention to Use Innovative Compliance Application for Thai-Listed Companies
(2024-09-20)
Chalermnon, Pattarasupang
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Vuthisopon, Sujira
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Saengnoree, Amnuay
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Deebhijarn, Samart
This study explores the intention to use innovative compliance applications among Thai-listed companies, focusing on a novel technology introduced to companies listed on the Stock Exchange of Thailand (SET). The research employs the Technology Acceptance Model (TAM) as its theoretical foundation, utilizing a quantitative approach. Data from 360 capital market law compliance officers in Thai public companies listed on the SET was analyzed using structural equation modeling. The study identifies four key factors impacting user satisfaction and intention to use the application: perceived ease of use, perceived usefulness, trust, and innovation quality. Results reveal significant relationships between innovation quality, user satisfaction, trust, and the intention to use the application. Findings demonstrate the connection between TAM variables and technology adoption in the legal sector, particularly for capital market law compliance officers. Innovation quality, user satisfaction, and trust emerge as the most influential factors, in that order, affecting the intention to use the application. This research contributes to understanding user perceptions and intentions regarding compliance software, potentially guiding future developments in regulatory technology for Thai-listed companies.
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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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