KMITL

Permanent URI for this communityhttps://dspace.kmitl.ac.th/handle/123456789/1

Browse

Search Results

Now showing 1 - 7 of 7

Some of the metrics are blocked by your
consent settings
TikTok videos on brand love and brand authenticity in the tourism industry
(2026-01-01)
Ahmad, Sheraz
TikTok has emerged as a robust social media platform in the tourism industry. Therefore, this study aims to investigate the moderating role of the trustworthiness of celebrities between TikTok videos and brand love/brand authenticity based on self-congruity theory in a tourism context. The results exhibit that TikTok videos have a significant positive relationship with brand love. However, TikTok has an insignificant relationship with brand authenticity. The study also provides empirical evidence about the moderating role of celebrity trustworthiness between TikTok videos and brand love/authenticity. The trustworthiness of celebrities negatively moderates the relationship between TikTok videos and brand love/brand authenticity.
Some of the metrics are blocked by your
consent settings
Impact of charging infrastructure on willingness to pay for EV: Mediating role of driving experience and behavior intentions
(2025-04-01)
Ahmad, Sheraz
;
Chaveesuk, Singha
;
Chaiyasoonthorn, Wornchanok
Global primary transportation networks are affected by challenges associated with carbon emissions and rising oil prices. A growing population is opting for electric vehicles (EVs) because of their independent operation without reliance on gasoline and their lower pollution emissions. Establishing a charging infrastructure is necessary to stimulate consumer willingness to pay for EVs. Therefore, this study explored the impact of charging infrastructure on the willingness to pay, as well as the mediating role of driving experience and behavior intentions, using the theory of planned behavior. A quantitative methodology was employed, whereby data were gathered via a survey questionnaire distributed among Thai users residing in Bangkok, Thailand. Statistical analysis was conducted on data collected from 231 potential consumers using structural equation modeling and confirmatory factor analysis to validate the variables. This study revealed that charging infrastructure positively and significantly enhances the driving experience. The driving experience of an EV significantly affects behavior intentions, and positive behavior intentions significantly affect willingness to pay for an EV. Additionally, this study tested the sequential mediation of driving experience and behavior intentions, and the results revealed partial mediation. Furthermore, this study's findings indicate that the government and EV manufacturers should invest in developing charging infrastructure to enhance consumers' willingness to pay.
Some of the metrics are blocked by your
consent settings
Exploring the determinants affecting the usage of blockchain-based remittance services: an empirical study on the banking sector
(2024-01-01)
Mansoor, Muhammad
;
Abbasi, Amir Zaib
;
Abbasi, Ghazanfar Ali
;
Ahmad, Sheraz
;
Hwang, Yujong
The industrial revolution 4.0 has pushed the banking sector to bring transparency in their financial transactions, especially in sending and receiving remittances. This study identifies the factors that affect the user's behaviour in the adaptability of blockchain technology (BT). The unified theory of acceptance and use of technology (UTAUT) with two additional factors comprising trust and transparency is used in the current study. The data of 240 respondents from the banks of Pakistan were tested through the PLS-SEM and fsQCA. The study results show that performance expectancy, effort expectancy, trust in BT, transparency in BT and the facilitating condition positively affect, while social influence negatively affects the behavioural intention towards BT. This study extends the application of the UTAUT model with two dimensions (e.g., trust and transparency) to identify the factors that predict bankers' intentions and their subsequent effect on the overall use of blockchain-based remittance services in Pakistani banks. In addition, we extend this study by combining symmetric (i.e. PLS-SEM) and asymmetric (i.e. fsQCA) techniques to generate significant implications for banks that provide blockchain-based remittance services. The asymmetric findings also provided bankers with two models (recipes) that have a greater potential for predicting bankers' use of blockchain-based remittance services.
Some of the metrics are blocked by your
consent settings
Exploring the effect of social media on revisit intentions
(2024-01-01)
Ahmad, Sheraz
;
Chaveesuk, Singha
;
Chaiyasoonthorn, Wornchanok
;
Khan, Sulaiman
After the emergence of COVID-19, the tourism industry changed drastically and experienced a considerable decline. Thus, this study explored the impact of social media during COVID-19 on revisit intentions with the mediating effect of brand commitment and brand happiness based on protection motivation theory (PMT). Survey-based quantitative data was gathered from the tourists, and data analysis was done on SPSS and AMOS. The results exhibit that social media during COVID-19 has a significant positive relationship with revisit intentions, brand commitment, and brand happiness. The study also showed that brand commitment and brand happiness have a significant positive relationship with revisit intentions. The study has also demonstrated a significant positive mediating effect of brand commitment and brand happiness between social media during COVID-19 and revisit intentions.
Some of the metrics are blocked by your
consent settings
The adoption of electric vehicle in Thailand with the moderating role of charging infrastructure: an extension of a UTAUT
(2024-01-01)
Ahmad, Sheraz
;
Chaveeesuk, Singha
;
Chaiyasoonthorn, Wornchanok
Electric vehicles (EVs) have the potential to greatly reduce the amount of gasoline consumed and carbon emissions produced during transportation. Consequently, the Thai government actively advocates for the widespread use of electric vehicles (EVs). This study has examined the factors that influence the adoption of electric vehicles in Thailand, with the moderation of charging infrastructure. The research builds upon the UTAUT2 model and incorporates new elements such as environmental concerns, satisfaction with incentive policies, trust, and the availability of charging infrastructure. Environmental concerns, price value, and hedonic motivation significantly affect use behaviour through trust and behaviour intentions; however, facilitating conditions do not affect them. Habits positively affect use behaviour through behaviour intention, though factors such as effort expectancy and social influence satisfaction with policies showed insignificant results when affecting use behaviour. The moderating effect of charging infrastructure showed an insignificant result.
Some of the metrics are blocked by your
consent settings
Actual use of electric vehicle in Pakistan: a moderating role of charging infrastructure
(2024-01-01)
Ahmad, Sheraz
;
Chaveesuk, Singha
;
Chaiyasoonthorn, Wornchanok
Due to air pollution, technological change is needed in the transportation sector as traditional vehicles are the top contributor. Replacing fossil fuel vehicles with electric vehicles can minimize contamination in the air. This study has investigated factors affecting the adoption of electric vehicles with the moderation of charging infrastructure using the extended unified theory of acceptance and use of technology (UTAUT2) with additional factors such as environmental concerns, satisfaction with policies, trust, and charging infrastructure. The data were collected from 300 users through a survey questionnaire in Pakistan. Environmental concerns, price value, hedonic motivation, and habit significantly predict use behavior. Nevertheless, facilitating conditions, effort expectancy, social influence, and satisfaction with incentive policies showed insignificant results while affecting use behavior. The moderating effect of charging infrastructure showed insignificant results.
Some of the metrics are blocked by your
consent settings
Impact of internal brand management on sustainable competitive advantage: An explanatory study based on the mediating roles of brand commitment and brand citizenship behavior
(2022-03-01)
Qureshi, Fatima Nawaz
;
Bashir, Shahid
;
Mahmood, Asif
;
Ahmad, Sheraz
;
Attiq, Saman
The existing literature on internal branding has often adopted a managerial-based approach and seldom considered employees’ perceptions. Therefore, there is a need to understand the perspective of frontline and non-managerial employees. In this context, the current study investigates the impact of internal brand management on brand commitment, brand citizenship behavior, and sustainable competitive advantage for the hotel industry. A survey-based quantitative data was gathered from 390 non-managerial frontline staff working in 3-, 4-, and 5-star hotels of Pakistan. The results revealed that internal brand management positively impacts brand commitment, brand citizenship behavior, and sustainable competitive advantage. Besides, brand commitment has a positive impact on brand citizenship behavior and sustainable competitive advantage. Moreover, brand citizenship behavior has a positive impact on sustainable competitive advantage. In addition, the mediating roles of brand commitment and brand citizenship behavior exist between internal brand management and sustainable competitive advantage. The research implications, together with research limitations, have also been discussed.

KMITL

Browse

Filters

Settings

Sort By

Results per page

Search Results