KMITL

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

Browse

Search Results

Now showing 1 - 10 of 72

Some of the metrics are blocked by your
consent settings
The Role of Digitalization in Facilitating Renewable Energy Transition and Reducing Greenhouse Gas Emissions in Thailand
(2026-02-01)
Chaveesuk, Singha
;
Chaiyasoonthorn, Wornchanok
The study investigates the dual transitions of digitalization and renewable energy in Thailand to see if digital expansion facilitates the transition to renewable energy sources and greenhouse gas (GHG) mitigation. The study utilized data from the World Bank between 2000 and 2023 to reconstruct models for autoregressive distributed lag (ARDL) analysis for short-run and long-run dynamics under ecological modernization and technology diffusion theories. Contrary to expected synergies, empirical results revealed that a developing economy would find an ‘investment trade-off’ instead. Digitalization showed no significant immediate impact on renewable energy production; however, it exerted a significant negative lagged effect (coefficient = −0.593), suggesting that digital and energy infrastructures compete for limited financial resources. It was found that there is a 6.3% increase in greenhouse gas emissions for every 1% increase in internet usage. Thus, these results challenge the belief that increased internet usage will help improve the environment. Absent proper supportive policies about both digitalization and green transitions, such as investing in plants and machinery towards digitalization rather than green technology, the pacing effects of digitalization will affect the goals of converting to clean energy. This requires a policy coordination approach to ensure that funds earmarked for green infrastructure are safeguarded.
Some of the metrics are blocked by your
consent settings
Customer Loyalty in Purchasing Dietary Supplements Through E-Marketplaces in Central Thailand
(2026-01-01)
Aiemchan, Hannarong
;
Chaiyasoonthorn, Wornchanok
;
Chaveesuk, Singha
This exploratory research examines external stimulus factors affecting customer loyalty in purchasing dietary supplements through E-Marketplace channels among customers in central Thailand. The study investigates obstacles and recommendations for customer loyalty in purchasing dietary supplements through E-Marketplace channels. Using purposive and quota sampling, data were collected from 100 respondents and analyzed through frequency distribution, percentages, means, standard deviations, One-Way ANOVA, Least Significant Difference comparisons, and Multiple Regression analysis. Results showed no significant differences in brand loyalty opinions among customers with different personal factors. However, external consumer stimulus factors, specifically user experience and price and promotion, significantly affect customer loyalty in dietary supplement purchases through E-Marketplace channels, serving as primary drivers influencing consumers’ repeat purchase decisions. User experience contributes to satisfaction and trust building, forming the crucial foundation for long-term business-customer relationships. The approaches that businesses should prioritize include building platform and store credibility, presenting transparent product information, and efficiently managing problems and complaints. Price and promotion play exceptionally important roles in attracting customers in highly competitive markets. Establishing appropriate pricing strategies and offering attractive promotions not only stimulate short-term sales but also serve as tools for long-term customer retention. To promote customer loyalty, businesses should integrate both approaches by enhancing user experience alongside presenting valuable prices and promotions, creating sustainable competitive advantages in the online dietary supplement market.
Some of the metrics are blocked by your
consent settings
Competitive Strategies in Thailand’s Swiftlet House Business: A Conceptual Framework for Entrepreneurial Adaptation and Financial Management
(2026-01-01)
Ratanakitkoson, Areerat
;
Chaiyasoonthorn, Wornchanok
;
Chaveesuk, Singha
Thailand’s swiftlet house industry is a high-value sector with significant export potential and has attracted considerable international research attention. By contrast, domestic scholarship remains limited, with most studies focusing separately on technology, marketing, or finance, lacking an integrated approach to explain how these dimensions collectively influence competitive performance. This study aims to develop an integrated conceptual framework that explains the relationship between entrepreneurial adaptation (EA), covering technology, consumer behavior, and business networks and financial management (FM), including fixed cost management, variable cost management, and asset management. Together, these factors influence competitive strategies (CS) in terms of product quality, timing, pricing, and channel expansion. The research adopts a systematic literature synthesis, integrating the Resource-Based View (RBV) and Dynamic Capabilities Theory (DCT) to clarify the interconnections among these key variables. The developed framework can be applied to guide entrepreneurs in strategic planning and resource management, as well as support relevant agencies in policy formulation to enhance industry.
Some of the metrics are blocked by your
consent settings
Factors Affecting the Investment Behavior of Generation X and Generation Z
(2026-01-01)
Thawong, Thitiworada
;
Chaiyasoonthorn, Wornchanok
;
Chaveesuk, Singha
While types of cohort generally build their different patterns of attitudes by certain conditioning forces—a social-economic-technical environment; this study tries to evaluate how two specific generations, namely X and Z, are always different from each other as far as the generational-determining forces are concerned into the investment behavior of these two groups. The qualitative study design involves the use of an item answering through set structured questionnaire items to measure the four latent variables out of the twenty-three items included. Three other well-known professionals validated the expert ratings concerning the perceived effectiveness of the questionnaires in that the item interrogated had Index of Item-Objective Congruency values above the requirement of 0.5. Through a pilot survey with a sample of 30 respondents, all constructs gave Cronbach's alpha coefficients over 0.7 with the use of the SPSS software program indicating that the degree of internal consistency and reliability of the research instrument was high in quality. Data resulted from SPSS analysis revealing a very high score in Cronbach’s alpha, exceeding 0.7 for all constructs that indicate internal consistency and reliability of the instrument. Therefore, understanding the factors that influence investment decisions across the two generations could well broaden and deepen the understanding of the currents that govern today’s financial behavior.
Some of the metrics are blocked by your
consent settings
Designing an Interview Guide for Grounded Theory Research: The Case of AI-Driven Transformation in High-Reliability Organizations for Aviation
(2026-01-01)
Glinprapussorn, Jitti
;
Chaveesuk, Singha
;
Chaiyasoonthorn, Wornchanok
This chapter presents a systematic approach to designing a semi-structured interview guide, which serves as the primary qualitative instrument in a theory-generating mixed-methods study. While existing methodological frameworks provide only broad guidance for interview design, this study fills a critical research gap by applying these principles directly to the underexplored context of Artificial Intelligence (AI) transformation in High-Reliability Organizations (HROs) within aviation. The overarching research seeks to develop a substantive Grounded Theory that explains how HROs, particularly Air Navigation Service Providers (ANSPs), evolve into Intelligent HROs through the adoption of AI. Guided by Grounded Theory principles, the interview guide is intentionally inductive, crafted to elicit rich, narrative data that enable the emergence of theory rather than the validation of pre-existing constructs. This chapter contributes to both methodology and practice by providing a transparent, replicable model specifically tailored for investigating AI adoption in ANSPs. The model addresses the unique challenges of safety–critical environments, where conventional change management often doesn’t work. The design process follows the practical framework of Joungtrakul et al. (2023), beginning with the translation of the central research question into a broad, open-ended “grand tour” prompt. This is complemented by a flexible probing toolkit addressing conditions, strategies, socio-technical dynamics, and consequences of transformation. The chapter underscores the importance of constructing a rigorous yet adaptive qualitative instrument, one that evolves alongside theoretical sampling and analysis, thereby ensuring the resulting theory is authentically grounded in the lived experiences of practitioners operating in high-stakes environments.
Some of the metrics are blocked by your
consent settings
Developing a Conceptual Framework UTAUT-TTF-TOE Model to Examine AI’s Influence on HR Performance in Higher Education
(2026-01-01)
Luomou
;
Chaveesuk, Singha
;
Chaiyasoonthorn, Wornchanok
;
Kamales, Nayika
The swift advancement of artificial intelligence (AI) is exerting a profound influence on the operational paradigm of higher education, yet the degree of its implementation exhibits substantial disparities among institutions. Presently, there is a dearth of systematic research on the moderating mechanisms of AI adoption intensity on organizational performance. This research integrates the Unified Theory of Acceptance and Use of Technology (UTAUT), task-technology fit (TTF), and the technology-organization-environment (TOE) framework to formulate a comprehensive model for exploring the mechanisms through which AI impacts human resource performance in universities. The research centers on analyzing how technological, organizational, and environmental factors interact to affect AI adoption, specifically investigating the moderating function of adoption intensity in this relationship. This research endeavors to uncover the specific pathways and boundary conditions for AI to improve university management efficiency.
Some of the metrics are blocked by your
consent settings
Generation Y entrepreneurial competitiveness: An empirical analysis of determining factors
(2025-12-01)
Khalid, Bilal
;
Chaveesuk, Singha
;
Chaiyasoonthorn, Wornchanok
Objective: The research aimed to identify the determining factors that influence Generation Y entrepreneurial competitiveness. The study was motivated by this Generation’s significant impact on the global economy, as they comprise a quarter of the global population, and the fact that they grew up in a period of technological advancement. Research Design & Methods: We used a quantitative survey research design to empirically collect primary data from Gen Y entrepreneurs, using a sample size of 384 respondents. The model had six independent vari-ables, i.e., personal traits, entrepreneurial self-efficacy, networking skills, digital capabilities, fear of failure, and growth mindset. The mediating variable was entrepreneurial orientation, while the dependent variable was entrepreneurial competitiveness. We evaluated the model using confirmatory factor analysis (CFA), and we tested the hypotheses using structural equation modelling (SEM). Findings: We found that entrepreneurial self-efficacy, digital capabilities, networking skills, and growth mindset significantly enhance Gen Y competitiveness, while personal traits showed no significant effect. Fear of failure had an unexpected positive impact. Entrepreneurial orientation did not mediate these re-lationships. Innovation and adaptability were key drivers, but digital transformation emerged as the strongest predictor of Gen Y entrepreneurial success in competitive markets. Implications & Recommendations: The study recommended Gen Y entrepreneurs and policymakers entrepreneurial training and education to enhance their entrepreneurial capabilities; networking strategies and skills, which are vital in nurturing a diverse workforce; and digital transformation for small businesses as a strategy to achieve entrepreneurial competitiveness. Contribution & Value Added: Our research advances entrepreneurial research by identifying key drivers of Gen Y competitiveness: digital capabilities, self-efficacy, and networking, while challenging conventional as-sumptions about personal traits and fear of failure. It bridges gaps in generational entrepreneurship literature by empirically validating technology’s pivotal role. The findings offer a refined framework for policymakers and educators to cultivate adaptive, digitally fluent entrepreneurs, enhancing competitiveness in evolving markets. This work enriches theoretical discourse and provides actionable strategies for fostering Gen Y entrepreneurial success by integrating psychological and technological perspectives.
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
Developing an Interview Guide for Online Focus Group Discussions during the Crisis of the COVID-19 Pandemic
(2025-01-01)
Joungtrakul, Jamnean
;
Chaiyasoonthorn, Wornchanok
;
Chitwattanakorn, Trakul
;
Rojsurakitti, Terdsak
;
Klinpong, Samita
Introduction: Focus group discussion is one of the most widely recognized methods of data collection in qualitative research. This approach allows participants to engage and motivate their concepts, providing insight that is not easily obtained from individual interviews. It is a valuable means of gaining insight from subjects through participatory experience. Researchers collect various types of realistic information by way of interactions, exchanges, and feedback that is shared. In addition, focus groups help researchers understand the personal perspectives of their participants by observing their interactions, creative responses, and flexibility within the interview or dialogue. They also help researchers to collect a large amount of data in a short time. Currently, focus group discussion (FGD) has developed and progressed from the traditional focus group (TFG) into an online focus group (OFG). Several options are available for OFG, such as Zoom, or other cloud meeting platforms. Such platforms offer flexibility and help reduce costs. This was particularly evident during the COVID-19 pandemic. Preventive measures that were imposed, such as travel restrictions, social distancing, and limits on gatherings, created limitations on data collection for researchers trying to complete their research projects. Initial reviews, however, indicate that studies in Thai language of OFG methods remain limited, especially regarding the development of tailored interview guides. Content: The essence of this article presents the process of developing an interview guide for OFGs. It begins with an introduction to the study's key topics, starting with the concept of focus group discussions as a foundation for understanding their traditional meaning and components, known as in-person focus group interviews. It then explores the transition to online focus groups, which evolved from traditional discussions using digital technology as a communication tool. The next section outlines the steps for conducting online focus groups to foster relationships, enhance engagement, and encourage participants to share opinions, exchange knowledge, and experiences. The article further discusses the development of an interview guide specifically for online focus groups, highlighting key components such as adaptable question topics that can be adjusted in number as needed. Finally, it details the process of constructing the interview guide, adapting the in-depth interview framework based on variations in the number of questions, while incorporating visuals and tables that effectively connect to the content in a comprehensive manner. Conclusion: Traditional focus groups meet in physical locations for data collection, whereas OFGs require technology to operate via online networks instead. Important steps for running OFGs include cautious planning, the selection of appropriate technology and testing it before use, adjusting content, organizing schedules, assigning roles, and protecting personal data. Recorded visuals and conversation data should be finally reported to participants. For the process of developing interview guidelines for online focus group discussions in qualitative research, it is essential to emphasize key steps: considering questions and objectives, reviewing literature, drafting questions, selecting and structuring them, ensuring quality, conducting pilot tests, and finalizing the interview guide.
Some of the metrics are blocked by your
consent settings
Entrepreneurship and Technology Acceptance in the Growth of Public EV Charging Station Applications: A Framework Using Information System Success Models
(2025-01-01)
Naovakoon, Natpimon
;
Chaiyasoonthorn, Wornchanok
;
Chaveesuk, Singha
This study investigates the key determinants influencing the adoption of electric vehicle (EV) charging station applications in central Thailand, incorporating user views through technological acceptance models. A quantitative approach was employed, polling 206 electric car users throughout the four provinces with the largest number of public EV charging stations (38%): Bangkok, Nonthaburi, Samut Prakan, and Pathum Thani. This study combines the Unified Theory of Acceptance and Use of Technology (UTAUT2) with the Information Systems Success Model to assess the impact of Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Effort Expectancy (EE), and Facilitating Conditions (FC) on the quality of information, systems, and services in electric vehicle (EV) charging applications. The results indicate that the user demographic is primarily female (58.3%), with a significant portion aged 28–37 years (49.5%). Furthermore, 89.8% of participants possess a bachelor’s degree or higher. Usage of public charging stations is moderate, with 64.4% of users charging 1–2 times per week, which is lower than frequencies observed in comparable studies conducted in Europe. The findings indicate that EE and PU are the primary determinants of adoption, with EE being essential for system quality and PU exerting a positive effect on all quality dimensions. Facilitating conditions significantly influence information quality, with service quality identified as the most robust predictor of overall satisfaction. The research underscores ongoing fragmentation within electric vehicle applications, especially in developing markets. These insights offer critical guidance for developers, policymakers, and other stakeholders, highlighting the necessity of user-centered design, integrated solutions, and high-quality services to promote EV adoption and facilitate Thailand's transition to sustainable transportation. As supplementary information for product development aimed at entrepreneurs in the domain of application development for public electric vehicle charging stations in Thailand.

KMITL

Browse

Filters

Settings

Sort By

Results per page

Search Results