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Subject: search.filters.subject.Behavioral Intention

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    Factors influencing behavioral intention to use MOOCs for the Green Entrepreneurship Study: the testing and measurement of an instrument to measure the conceptual framework
    (2025-01-01)
    Kasemwattanasuk, Thannaphat
    ;
    Chaveesuk, Singha
    The landscape of education is rapidly evolving, driven by the proliferation of digital learning technologies, notably Massive Open Online Courses (MOOCs). MOOCs offer accessible and flexible learning opportunities globally, while simultaneously, green entrepreneurship has emerged as a critical approach to addressing environmental challenges through sustainable business practices. This study aims to build a tool to test the reliability and validity of the conceptual framework of factors influencing behavioral intention to use Massive Open Online Courses (MOOCs) for the Green Entrepreneurship study in higher education institutions in Thailand, targeted at business students. The study adopts the Technology Acceptance Model (TAM), the Theory of Planned Behavior (TPB), and the concept of self-efficacy with 7 latent variables and 43 items. The paper uses a sample size of 33 sample respondents to perform the pilot test. The index of item-objective congruence (IOC) for all questions was more than 0.5, indicating the usability of the instrument. Furthermore, a pilot study was used to test the reliability of the instrument and by analyzing the Cronbach's alpha coefficient at a confidence interval of 95%. The results of the analysis showed that the Cronbach's alpha coefficient was exceeding 0.93 overall, which was considered as an acceptable level. Thus, the instrument could be used to measure the factors influencing behavioral intention to use MOOCs for the Green Entrepreneurship Study.
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    Understanding the Perceptions’ of Local Thai Cuisine of Chinese and European Tourists in Thailand
    (2023-01-01)
    Napompech, Kulkanaya
    This study explores the dimensions of local cuisine images viewed by foreign tourists by examining the impact of the perceived image of local Thai cuisine based on the satisfaction of eating Thai food, its impact on satisfaction when traveling in Thailand, and future behavioral intention. It also examines whether there are differences in perceptions of local cuisine images between European and Chinese tourists. To do so, data were collected from Chinese and European tourists travelling in Thailand. The statistics processed for this study included factor analysis, one-way analysis of variance, and multiple regression analysis. The results revealed five food image dimensions: “affective food image,” “food quality,” “attractiveness of food,” “health promotion” and “cultural heritage.” Differences in the perceptions of food images between Chinese and European tourists were found. Further still, the food dimensions varied in how they affected tourist satisfaction and behavioral intention. “Affective food image” had the highest impact on satisfaction from travelling to Thailand, eating Thai cuisine and related behavioral intention. This study thus helps stakeholders comprehensively understand tourists’ local food perceptions, marketers can then formulate appropriate strategies to respond to tourist demand, and tourism-related agencies can use the information to promote tourism.
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    Moocs adoption in higher education: A management perspective
    (2021-01-01)
    Khalid, Bilal
    ;
    Chaveesuk, Singha
    ;
    Chaiyasoonthorn, Wornchanok
    The purpose of this research is to investigate the factors affecting the Behavioral Intention (BI) to use Massive Open Online Courses (MOOCs) in Thailand. The study adopted the Unified Theory of Acceptance and Use of Technology (UTAUT) Model with an extension to include two variables of Perceived Autonomy (PA) and Absorptive Capacity (AC). The study has also investigated the moderating effects of Culture (CUL) on the relationship between the independent and dependent variables. The study was conducted using primary data collected from 490 respondents, who were university students and intended to use MOOCs. The study used structural equation modelling (SEM) to evaluate the relationship between study variables in AMOS 26. The findings of the study indicated that Perceived Autonomy (PA) was found to have a positive and significant effect on Behavioral intention to use MOOCs (BI); Facilitating Conditions (FCS) has a positive and significant effect on Behavioral intention to use MOOCs (BI). Absorptive capacity (AC) has a positive and significant effect on Behavioral intention to use MOOCs (BI); Social Influence (SI) has a positive and significant effect on Behavioral intention to use MOOCs (BI). However, the results indicated that Performance Expectancy (PE) and Effort Expectancy (EE) have a non-significant effect on BI. Additionally, Perceived Autonomy has a positive and significant effect on Performance Expectancy and Effort Expectancy. The results of interaction between Culture and independent variables (PE, EE, SI, FC, AC, & PA) indicated that CUL does not moderate any relationship with dependent variable (BI). This research is considered very critical during the period of COVID-19 pandemics, where most learning is being conducted online. Therefore, the policymakers in the education sector in Thailand, and the heads and management of institutions of higher learning could benefit from the findings of this research.
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    Success of smart cities development with community’s acceptance of new technologies: Thailand perspective
    (2019-08-23)
    Chaiyasoonthorn, Wornchanok
    ;
    Khalid, Bilal
    ;
    Chaveesuk, Singha
    Information and Communication Technology (ICT) and the Internet of Things (IOT) had been propagating in numerous aspects of our social and economic interactions and have started to transform our lifestyle with integration into the implementation in Smart Cities projects throughout the world. Smart Cities are part of the Thailand 4.0 initiatives which started in 2016. Adoption of the new Technology by citizens is essential and mandatory for such Smart City projects. We researched the Technology Acceptance Model and further extended the same with additional aspects to study the factors affecting the real adoption of new technology on the mass scale as part of the Smart Cities implementation.