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Exploring entrepreneurial capabilities and firm innovativeness to leverage financial technology start-up business performance
(2025-12-01)
Sardiana, Anna
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Sawmong, Sudaporn
Objective: This article examines the role of entrepreneurial capabilities and firm innovativeness in driving the business performance of financial technology (fintech) start-ups. By cultivating entrepreneurial orientation, innovation capacity, and knowledge creation, firms can enhance their competitive edge, adapt to market shifts, and achieve sustainable performance. Research Design & Methods: We conducted a quantitative study using a self-administered questionnaire and partial least squares structural equation modelling (PLS-SEM) to test our hypotheses. The sample included the management teams of 144 Indonesian fintech start-ups, each in operation for at least three years. Findings: Our analysis reveals that both entrepreneurial capabilities and firm innovativeness significantly and positively impact the business performance of fintech start-ups. Furthermore, firm innovativeness mediates the relationship between entrepreneurial capabilities and business performance. Specifically, entrepreneurial capabilities and firm innovativeness collectively explain 58.3% of the variance in business performance, while entrepreneurial capabilities account for 48% of the variation in firm innovativeness. Implications & Recommendations: This study demonstrates that firms with robust entrepreneurial capabilities are better equipped to identify and seize opportunities, leading to higher innovation and, consequently, stronger business performance. These findings suggest that fintech firms can enhance performance through increased market share, greater profitability from new products, and more efficient operations. We recom-mend that managers and entrepreneurs in the fintech sector use these insights to make informed decisions regarding resource allocation, strategic planning, and organisational design. Policymakers can also leverage these insights to develop programs that promote entrepreneurial capabilities and innovation, foster economic growth and boost competitiveness within the sector. Contribution & Value Added: Our study adds valuable insights to the dynamic and competitive fintech sector by demonstrating that cultivating entrepreneurial capabilities and fostering innovation within fintech firms can significantly enhance their performance outcomes. This research provides actionable guidance for both industry practitioners and policymakers seeking to drive growth and competitiveness in the fintech ecosystem.
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Exploring the adoption of photovoltaic cleaning robots: An institutional management approach
(2024-09-01)
Promvongsanon, Rubporn
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Sawmong, Sudaporn
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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.
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Exploring attitude and intention toward solar panel cleaning robots: Evidence from user insights
(2024-06-01)
Promvongsanon, Rubporn
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Sawmong, Sudaporn
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Khalid, Bilal
There is a global trend towards adopting green energy, with solar energy being the primary source derived from solar panel technologies. Solar panels can generate enough power for general and household use. However, to effectively function and serve their purpose, they require regular cleaning and effective maintenance, and robotic cleaning is among the current applicable technologies. This research aims to determine the intention of using solar panel cleaning robots in Thailand for individual solar panel users. The study was hinged on the extended C-TAM-TPB model. The quantitative survey study design was employed using primary data collected from individual solar panel users in their households. 419 respondents were used to collect the data. The C-TAM-TPB model proposed using reliability, validity, and model fitness which employed confirmatory factor analysis (CFA). They adopted structural equation modeling (SEM) in the evaluation of the variables' relationships and study hypotheses. Subjective norms and trust in technology, individual control perception, and awareness of renewable energy significantly and positively affected behavioral intention to use solar panel cleaning robots as indicated by the study. Trust in technology, awareness of renewable energy, and environmental concerns were found to be pivotal mediators to the attitude effect on individual users' intention to act in using solar panel cleaning robots. The authors recommend that to improve the adoption of solar panel cleaning robots; the concerned stakeholders should consider, firstly, enhancing trust in the technology of these robots, which is crucial, focusing on aspects like reliability, privacy, security, and reputation. Secondly, considering the influence of subjective norms, including perceptions from family, friends, colleagues, and experts, is essential. Perceived behavioral control should also be a focal point, encompassing self-efficacy, resources, and complexity. Moreover, increasing awareness of renewable energy and environmental benefits is vital to encourage individual adoption. The research also recommended that to encourage the adoption and use of solar panel cleaning robots, the aspects that should be emphasized include subjective norm, perceived behavior control, trust in technology, and awareness of renewable energy.
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Factors influencing e-loyalty among Thai consumers in mobile food delivery applications
(2023-01-01)
Sawmong, Sudaporn
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Ahadi, Navidreza
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Dansomboon, Suwaj
The study investigates the key factors influencing customer e-loyalty toward mobile food delivery applications (MFDAs) in Thailand. Employing a quantitative research approach, the study collected 360 responses from MFDA users through a simple random sampling technique. The data was analysed using structural equation modelling (SEM), which revealed that factors such as trustworthiness, consumer awareness, innovative design, technology acceptance, and consumer satisfaction positively impact consumer e-loyalty. The findings confirmed significant correlations between these variables, highlighting their importance in shaping consumer e-loyalty in MFDA. The study's findings indicated that the MFDA service provider may utilise them to acquire a better understanding of the food delivery application's (FDA) customer loyalty in the future, refining their services, improving customer engagement, as well as developing marketing strategies, uncovering opportunities, and gaining a competitive edge. By leveraging these findings, companies can uncover new opportunities and gain a competitive advantage in the rapidly evolving food delivery market.
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Factors affecting Thai consumers' online purchase intention toward organic foods for health benefits and convenience
(2023-01-01)
Sawmong, Sudaporn
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Ahadi, Navidreza
This study aims to explore several factors influencing Thai consumers’ online purchase intentions through different purchasing phases. An expanded research model based on the theory of reasoned action was employed. The research used survey questionnaires to collect data from a sample of 400 online consumers to test the hypotheses and analyse the data. During data processing, the researchers used descriptive statistics to ascertain the sample size’s attributes. Additionally, a structural equation model was employed in this study to identify relationships between variables influencing consumer online purchase intention. The results confirm the relationship between variables and alignment with the hypothesis and theoretical framework.
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Examining the Key Factors that Drives Live Stream Shopping Behavior
(2022-12-01)
Sawmong, Sudaporn
The purpose of this research was to examine the key factors that drive live-stream shopping behavior in Thailand. The specific objective was to determine the live stream shopping factors that influence purchase intention. The study was driven by the increasing role of e-commerce and live streaming shopping trends through social media marketing. For marketers, live-stream shopping is considered a valuable marketing strategy for commercial businesses to enhance sales, save expenses, and create unique marketing impacts. The study adopted the Uses and Gratification Theory and the Source Credibility Theory. Through these theories, the variables of the study were considered to be entertainment, informativeness, attractiveness, expertise, trustworthiness, culture, and purchase intention. A quantitative research methodology was adopted, with primary data collected from 370 respondents. The model was evaluated using reliability, validity, and CFA. SEM was used to analyse the hypotheses using AMOS and SPSS software. The results of the study indicated that four factors (entertainment, informativeness, expertise, and trustworthiness) have a significant and positive effect on purchase intention. Trustworthiness and entertainment had the highest effect. Attractiveness was found not to influence purchase intention, while culture did not moderate the effect of any variable on purchase intention. The research recommended that live streaming should be trustworthy in terms of sincerity, non-exaggeration, correct information, correct thoughts, and opinions. They should also be entertaining to establish positive interconnectivity between the user and the product or service, and also informative to contribute towards awareness of a product/service and offer insights that influence perceptions and behavioral intentions.
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A study of rice mill innovation for using in household that effects the marketing mix satisfaction of farmers in Thailand
(2022-05-01)
Sawmong, Sudaporn
Thailand is a major rice grower and one of the top rice exporters in the world. Thailand's rice is recognized globally for its quality and is in high demand in a large number of countries. Milling is a crucial step in the post-production of rice. The basic objective of a rice milling system is to remove the husk and the bran layers, to produce an edible, rice kernel that is free of impurities. This study focuses on the needs of the farmers to obtain the final product using rice mills as a household item with much-needed innovation. Innovation is defined as a new idea, method, or device. This research aims to develop innovative rice mills for rice farmers, and explores the satisfaction of innovation in rice mill, which is to be used in the households of Thai farmers, and its effect on customer satisfaction as per the 7Ps marketing mix. The instrument used in the survey questionnaire, which was tested by the evaluator, was accurate and had a Cronbach alpha coefficient reliability of 0.958. The statistics used in this study are descriptive statistics, which consist of frequency, percentage, average, and standard deviation. The inferential statistics to test the hypotheses were multiple regression analysis for testing product innovation factors (structure, application, quality, and value) that effect the marketing mix factors (7P's) satisfaction of farmers in Thailand. This research found that the most sought after features in innovative rice mill products for organic farmers are its size, mobility, and cost-effectiveness. It consisted of four innovation factors, which were structure, value, quality, and application. The research found that the farmers focus on the people (staff) most, followed by the product, process, physical evidence, price, place, and promotion, respectively, and that the innovation factor effect on 7P's marketing mixed satisfaction was structure, application, and value of innovation, except quality.
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Empirical analysis of factors influencing student satisfaction with online learning systems during the COVID-19 pandemic in Thailand
(2022-03-01)
Kornpitack, Piriyakorn
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Sawmong, Sudaporn
Starting in early 2020, Thailand's education system came to a grinding halt due to the global COVID-19 pandemic, which created a fervor-like effort to move from traditional classrooms to online education. However, the process has experienced significant troubles. Therefore, starting in June 2021, multiple-stage random sampling and simple random sampling were used to select a sample of 270 Thai high school students across nine Thai provinces. Using a network of Thai teachers, students were assisted with their questionnaire input using Google Form. LISREL 9.1 software was used to conduct the subsequent goodness-of-fit (GOF) assessment and the confirmatory factor analysis (CFA). A structural equation model (SEM) was used for the 53-item questionnaire, which contained eight latent variables, 18 observed variables, and ten hypotheses. Descriptive statistics were used to analyze the SEM's output and ten hypotheses. After that, it was calculated that the model's causal variables had a positive effect on SS, which had an R<sup>2</sup> of 54%. The analysis also revealed that when ranked by total effect (TE) values, performance expectancy (PE = 0.43) was most significant, followed by actual use (AU = 0.30), learner interaction (LI = 0.18), and behavioral intention (BI = 0.12). Overall, hypotheses testing established three moderately strong correlations, four weak correlations, and three unsupported hypotheses. The novelty of our study is the growing concern of stakeholders for how online learning affects student satisfaction due to the deadly global COVID-19 pandemic. This study's research contribution is that it is unique in that it was conducted during the pandemic lockdown while students were participating in Thai Ministry of Education (MOE) online courses. This paper contributes to the online education domain by providing research directions and implications for future researchers. In conclusion, the study confirmed that the model adequately explained causal relationships between variables and presented direct and indirect significant impacts on online SS, promoting learners' better academic performance and knowledge acquisition.
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Factors Influencing Shoppers’ Behavioral Intention to Purchase Smart Phones: Digital Transformation Through YouTube User Generated Content
(2022-01-01)
Thirakulwanich, Anuphat
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Sawmong, Sudaporn
This study explored the factors that influence shoppers’ behavioral intention to purchase smartphones based on User Generated Content on the YouTube platform. The study was underpinned by two critical theories which include; Extended Technology Acceptance Model (TAM) and Source Credibility Theory to understand how UGC on YouTube was applicable in influencing purchase decisions. The independent variables were UGC, perceived credibility, and perceived usefulness. The study adopted a quantitative descriptive survey research design. A questionnaire was used to collect data from a sample size of 442 YouTube users in Thailand and the data were analyzed using SEM. The findings revealed that user-generated content on YouTube has a positive effect on perceived credibility, perceived usefulness, and behavioral intention to purchase smartphones. It also showed that perceived usefulness and perceived credibility have a positive effect on behavioral intention to purchase smartphones. Ultimately, the study also found that UGC on YouTube has an indirect and significant effect on behavioral intention to purchase smartphones mediated for both perceived usefulness and perceived credibility. The study recommends that future studies should consider different social media platforms where UGC are available to test for consistency, and also incorporate a mixed method of research involving qualitative data that will allow respondents to provide clarifications for their decisions. A few imitations of the study could be highlighted. The first limitation is within the scope of the study, from the fact that the study’s focus was on one social media channel – YouTube. The study focused more on the user-generated content on YouTube and added two more variables (perceived credibility and perceived usefulness).
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The role of personality traits and engagement factors towards the use of paid stickers in personal communication messages
(2022-01-01)
Sawmong, Sudaporn
Background: The research investigated the personality traits and engagement factors that influence the use of paid stickers in personal communication. The study was driven by the increasing significance of stickers such as emoticons and emojis in online dialogues. The study was hinged on the Theory of the big five personality traits; neuroticism, extraversion, openness to experience, agreeableness and conscientiousness. The study tested seven hypotheses to ascertain the effect of personality traits and engagement factors towards the utilization of paid stickers in personal communication. Methods: The research applied the quantitative survey research design, where primary data was collected from respondents that had experience in using emojis and emoticons in their communications. The data was collected from respondents in Bangkok, Thailand using a structured questionnaire between May 14, 2022, and May 31, 2022. Results: The results from 391 respondents indicated that conscientiousness, extraversion, openness, and neuroticism influence perceived enjoyment, while perceived enjoyment and perceived ease of use have a significant and positive influence on the intention to use paid stickers. Two elements of engagement, interactive engagement, and personal engagement were used to assess the influence of engagement parameters on the behavioral intention to use paid stickers. The intention to employ paid stickers in personal messages was found to be strongly and favorably influenced by these two engagement characteristics. Conclusions: The study recommends that the creators of stickers, emoticons, and emojis should consider user personality features, sticker engagement, sticker simplicity of use, and the personal delight of users in the creative and communication process. The study concludes that perceived enjoyment and perceived ease of use have a large and favorable impact on the use of paid stickers. The study's main limitation was that it focused on one area of social media. This must be taken into account when applying the findings.

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