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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.
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Health consciousness technology innovation customer satisfaction customer expectation and purchase behavior of durian chips in Thailand digital age
(2026-01-01)
Chaowarot, Chusak
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Rojniruttikul, Nuttawut
;
Chaveesuk, Singha
This study examines factors influencing consumers’ purchase behavior of durian chips in Thailand’s digital age. A quantitative research design was employed using a sample of 350 consumers in Chanthaburi province, selected through convenience sampling. Data were collected via a structured questionnaire and analyzed using descriptive statistics, correlation analysis, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The measurement and structural models demonstrated an acceptable fit to the data (χ<sup>2</sup>/df = 1.607, p = 0.004, AGFI = 0.950, RMSEA = 0.037). The results indicate that customer satisfaction plays a central role in shaping purchase behavior, exerting the strongest direct effect among the studied variables. Health consciousness and customer expectation significantly contribute to customer satisfaction, while their direct effects on purchase behavior are relatively weak. Technology innovation does not show a significant direct influence on purchase behavior and exhibits only a limited relationship with satisfaction, suggesting that technological features may function as baseline conditions rather than active purchase motivators in a mature digital environment.
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Preface
(2026-01-01)
Chaveesuk, Singha
;
Shin, Seungwoo
;
Kot, Sebastian
;
Khalid, Bilal
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A Conceptual Framework for Mobile FinTech Adoption: Integrating TAM-TPB with Technology Readiness Index
(2026-01-01)
Wang, Wei
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Kasemwattanasuk, Thannaphat
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Chaveesuk, Singha
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Rojniruttikul, Nuttawut
This study proposes a conceptual framework to examine the adoption of mobile financial technology (FinTech) by integrating the Technology Readiness Index (TRI) with a combined Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB). The framework investigates how technology readiness dimensions, which are optimism, innovativeness, discomfort, and insecurity, influence users’ perceptions of mobile FinTech in terms of perceived usefulness and perceived ease of use. These perceptions subsequently shape users’ attitudes toward using mobile FinTech, which, together with subjective norms and perceived behavioral control, drive the behavioral intention to adopt the technology. A quantitative survey will be conducted and analyzed using Structural Equation Modeling to evaluate how factors influence behavioral intention to adopt mobile financial technology within the integrated TAM, TPB, and TRI framework. Through this integrated approach, the study aims to provide empirical insights that underpin mobile FinTech adoption, enabling service providers and policymakers to design more effective strategies to enhance user acceptance and utilization of mobile FinTech services.
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Customer Loyalty in Purchasing Dietary Supplements Through E-Marketplaces in Central Thailand
(2026-01-01)
Aiemchan, Hannarong
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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.
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Competitive Strategies in Thailand’s Swiftlet House Business: A Conceptual Framework for Entrepreneurial Adaptation and Financial Management
(2026-01-01)
Ratanakitkoson, Areerat
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Chaiyasoonthorn, Wornchanok
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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.
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Factors Affecting the Investment Behavior of Generation X and Generation Z
(2026-01-01)
Thawong, Thitiworada
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Chaiyasoonthorn, Wornchanok
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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.
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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
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Chaveesuk, Singha
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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.
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Developing a Conceptual Framework UTAUT-TTF-TOE Model to Examine AI’s Influence on HR Performance in Higher Education
(2026-01-01)
Luomou
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Chaveesuk, Singha
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Chaiyasoonthorn, Wornchanok
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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.
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The mediating role of economic sustainability and crisis environment in the relationship between CSR initiatives and customer satisfaction
(2026-01-01)
Zaw, Wai Yan Paing
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Rojniruttikul, Nuttawut
;
Chaveesuk, Singha
This study examines how corporate social responsibility (CSR) initiatives relate to customer satisfaction in Myanmar’s private banking sector by testing economic sustainability and the crisis environment as proposed mediating mechanisms and the crisis environment as a moderating condition. Using a quantitative survey of private bank customers in Myanmar and structural equation modeling (SEM), the study evaluates direct, indirect, and moderating relationships. The findings show that CSR Initiatives significantly predict Economic Sustainability and Crisis Environment, indicating that CSR contributes to stability- and crisis-related perceptions within the banking context. However, CSR Initiatives do not have a significant direct effect on Customer Satisfaction, and the overall bootstrapped indirect effect is not statistically supported. In contrast, Crisis Environment has a positive and statistically significant direct effect on Customer Satisfaction (β = 0.116, p = 0.026). Moderation analysis further shows that Crisis Environment strengthens the relationship between CSR and Customer Satisfaction, although the interaction effect is small (β = 0.068). These results suggest that CSR is better understood as a context-sensitive signal than as a broad direct or mediated driver of customer satisfaction. The model explains a moderate proportion of variance in Customer Satisfaction (R<sup>2</sup> = 0.460), indicating that crisis-related perceptions play a more prominent role than CSR’s direct or indirect effects in shaping customer satisfaction in this setting. Overall, the study contributes to CSR research by showing that, in a volatile emerging-market context, CSR matters more under crisis conditions than as a general predictor of customer satisfaction.

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