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Author: search.filters.author.Chaveesuk, SinghaSubject: search.filters.subject.Trust

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    Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector
    (2024-09-01)
    Yang, Gu
    ;
    Chaiyasoonthorn, Wornchanok
    ;
    Chaveesuk, Singha
    The e-commerce landscape is evolving rapidly, and businesses seek novel ways to enhance their competitive edge. In this context, understanding consumers' purchase intentions becomes crucial. Drawing from the Stimulus-Organism-Response (SOR) theory, we propose a conceptual framework investigating the factors influencing purchase intention in e-commerce live-streaming marketing. The research adopts Structural Equation Modeling (SEM), Confirmatory Factor Analysis (CFA), and hypothesis testing to evaluate the relationships. The findings revealed that the attributes of live streaming, including the live streamer, the product, and the field, as well as trust and impulsiveness, positively influence purchase intention. This study provides a novel perspective on live streaming e-commerce with evidence on how e-commerce live streaming drives purchase intentions, enriches the content of live streaming e-commerce literature, and explores the practical implications for marketing managers who are looking for marketing by live streaming.
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    The Mobile Payment Acceptance Model of Chinese Residents
    (2021-06-23)
    Chen, Shulan
    ;
    Chaiyasoonthorn, Wornchanok
    ;
    Chaveesuk, Singha
    The rapid development of the Internet in China has changed the modes of payment among the Chinese residents. Nowadays, the mobile payment users in China take up 60.93% of the Chinese population. However, there are still 416 million non-netizens in China. In the future, China's mobile payment market will seek further expansion. In addition, with the further development of digitalization and the circulation of the digital RMB, the Chinese mobile payment, which is represented by Alipay and WeChat Pay, will suffer from huge impacts. In this paper, based on the technology acceptance model, planned behavior theory, system security, trust, and demographics, a conceptual framework is established to analyze the acceptance of mobile payment in China and find out the determinants that affect the use of mobile payment. The outcome of this paper not only provides a theoretical framework for subsequent scholars to further study the determinants of Chinese residents' mobile payment, but also provides a theoretical basis for mobile payment operators to retain and expand the mobile payment market.
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    The acceptance model of QR code payment systems in Thailand: A proposed model
    (2020-01-01)
    Witchutawon, Benjaporn
    ;
    Chaiyasoonthorn, Wornchanok
    ;
    Chaveesuk, Singha
    Technological developments have been playing an important role in the economic system of countries. In order to further propel the Thailand economic system, the government has a national e-payment master plan to support standardized e-payment systems conforming to existing technology. The QR code payment system is one of the national e-payment master plan which the government is trying to push to take Thailand into a cashless society. QR code payment system for citizens in Thailand is very new technology and yet does not have many users. Thus, the purpose of this research is to develop the conceptual framework on QR code payment system in Thailand to initially identify relevant factors which influence the intention to use it for making payments. The research framework has been developed by integrating the Unified Theory of Acceptance and Use of Technology (UTAUT) with trust, perceived risk (PR) and personal innovativeness in information technology (PIIT). Finally, the contribution of this study provides potential factors that could affect the acceptance of QR code payment systems in Thailand.
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    The model of mobile payment system acceptance on social networks in Thailand: A conceptual framework
    (2018-09-22)
    Chaveesuk, Singha
    ;
    Wutthirong, Phayat
    ;
    Chaiyasoonthorn, Wornchanok
    Mobile technologies and social media are rapidly increasing and initiating to provide interesting and beneficial new products or services. This technology has led to a significant revolution in modern trading systems towards more successful commercial formats. With these innovative technologies, mobile commerce or social commerce is used as successfully commercial formats to achieve their sales and profits. To gain attention in global, mobile payment (m-payment) has changed to become a key activity for digital economy. The m-payment system enables users to pay for goods or services. The Thai government policy promotes the use of mobile payment services. However, these m-payment services are now undergoing the adoption process. More and more consumers use their mobile applications however the new method of financial payment has had limited consumer interest. Adopting m-payment is relatively low compared to the adoption of recent forms of payments. Limited research has been undertaken to identify the factors affecting the use of the mobile payment in the new electronic environment. Drawing on the technology acceptance model, IS success model, and trust, this research is to develop a conceptual framework to analyze users’ acceptance of m-payment systems on social networks for identifying and explaining potential factors affecting intention to use and user satisfaction of m-payment, together with the mediating effect of usability towards the actual use of mobile payment on social networks.
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    S-commerce buying decision model for second-hand products in Thailand: A conceptual framework
    (2018-01-01)
    Auttaput, Tharinee
    ;
    Chiyasoonthorn, Wornchanok
    ;
    Chaveesuk, Singha
    In Thailand, social commerce (s-commerce) is a new development in e-commerce that uses social media to empower customers to interact with sellers and other buyers on the Internet. The advancement of Web technology and social media platform gives rise to s-commerce which can act like a mechanism for businesses and customers to interact. S-commerce reestablished the social aspect of shopping in e-commerce. It especially increases the amount of social behavior in the online environment. In addition, the nature of the second-hand economy has changed significantly with the beginning of online technology, services, and platforms, i.e., the way second-hand product trade is implanted has changed by s-commerce. Inevitably, the related issues of social network marketing and trust between buyers and sellers have been also been a focus of attention for researchers in order to expand the current understanding of this phenomenon, especially regarding technological marketing and users' trust. Accordingly, the main objective of this study was to systematically review and develop a conceptual framework of s-commerce buying decision model for second-hand product trade in Thailand. This study theorizes the nature of social aspect of online s-commerce behavior. Researchers employ a set of digital marketing mix and a trust model for consumers' Internet shopping that could explain current online purchase behavior. Finally, this proposed model provides potential factors that affect the buying-decision behaviors of second-hand products through s-commerce in Thailand.