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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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Emerging Trends in Pet Food: Scientific Innovations, Patent Landscapes, and Global Market Development
(2026-06-01)
Vuthisopon, Sujira
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Kamonpatana, Pitiya
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Promhuad, Khwanchat
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Srisa, Atcharawan
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Wongphan, Phanwipa
The pet food sector has progressively evolved over the past decade from conventional nutrition toward functionally targeted and sustainability-oriented systems that are increasingly parallel developments in human health. While numerous reviews have examined individual aspects of pet food innovation, an integrated perspective linking scientific research, patent activity, and global market dynamics remains limited. This review addresses this gap by systematically synthesizing peer-reviewed literature, patent landscapes, and product launch data to identify key drivers and bottlenecks shaping contemporary pet food innovation. The analysis highlights a strong concentration of research and patent activity in health-oriented functional formulations, particularly those targeting gastrointestinal health, immune modulation, and age-related conditions, while postbiotics, precision nutrition, and digital tools remain comparatively underdeveloped. Sustainability-driven ingredients and alternative proteins show growing momentum but face persistent challenges related to scalability, regulation, and sensory acceptance. The commercial success of functional pet foods depends on translating scientific findings into stable, manufacturable, and evidence-supported products. Future innovation will therefore be shaped by technologies that connect biological function with process feasibility and market readiness. This review concludes that future progress in pet food innovation will depend on integrated frameworks that align biological efficacy, technological feasibility, and market viability, thereby bridging the gap between scientific advancement and commercial implementation.
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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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Advances in Functional Pet Food Research: Health-Driven Ingredients, Nutritional Targets and Evidence-Based Claims
(2026-04-01)
Vuthisopon, Sujira
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Kamonpatana, Pitiya
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Promhuad, Khwanchat
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Srisa, Atcharawan
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Wongphan, Phanwipa
Functional pet food has grown rapidly, in line with the accelerated humanization of pets, growing attention to relations between diet and health, and mounting sustainability awareness. The article provides a critical overview of recent developments and new trends in functional pet food, combining data from published works, patents and market-driven innovative companies. The current trends depict a transition from single-nutrient fortification to integrated nutrition interventions through modulation of gastrointestinal health, immunity, metabolism, cognition and age-associated conditions. Special attention is dedicated to probiotics, prebiotics, postbiotics, polyphenols and novel protein sources, as well as innovations in processing and delivery technologies. The review highlights ongoing issues on the relevance of study design, available long-term safety information and our capacity to mechanistically underpin claims with respect to function. Because this review maps clusters of innovation and clusters of underdeveloped knowledge, it offers a roadmap for the translational pathway from scientific discovery to commercialization. The results highlight a call for harmonized methods, longer duration studies and integrative omics-based approaches in order to improve the evidence basis formulation and responsible marketing of future functional pet food products following credible, safe and sustainable strategies.
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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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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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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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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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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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The causal factors that affect the organizational performance of large-size companies in Thailand through HR analytics
(2023-01-01)
Penpokai, Sukawat
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Vuthisopon, Sujira
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Saengnoree, Amnuay
Purpose: The purpose of this study is to investigate the impact of the causal factors, namely Organizational Culture (OC), Technology Adoption (TEA), and HR Competencies (HRC) on Organizational Performance (ORP), with a focus on the moderating effect of HR analytics (HRA). Design/Methodology/Approach: Data were collected using the purposive sampling method from 498 top management in the human resources department working for large-size organizations in Thailand. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) are applied as statistical techniques to validate and test the proposed hypotheses of the conceptual framework. Findings: Results give strong supporting evidence to accept all the proposed hypotheses that the studied factors are contributing to each other and creating an impact on organizational performance. Conclusion: It is confirmed that ORC, TEA, and HRC have positively impacts on HRA and ORP. In addition, it is also confirmed that HRA acts as a moderating factor to facilitate the impact of ORC, TEA, and HRC on ORP. Research Limitations/Implications: The scope of this study only focuses on large-size organizations that operate in Thailand. Practical Implications: This study provides guidelines for an organization to improve factors that can have a positive impact on their performances. Contribution to Literature: This study serves as one of the pioneering contributions to the field of HRA and its implications for ORP.

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