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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
;
Chaveesuk, Singha
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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.
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Gender, family and organisation: an investigation of gendering processes in a large organisation in Thailand
(2025-01-01)
Kamales, Nayika
;
Lewis, Patricia
;
Wyatt, Madeleine
Drawing on Joan Acker's theory of gendered organisation and the emphasis she places on the embeddedness of cultural assumptions related to gender difference in organisational structures and practices, this chapter explores how men and women experience work within a large organisation in Thailand. Adopting a gender-as-process approach to reveal how gender functions across multiple levels of social life with gender inequality arising out of a diverse range of factors, we draw on interviews with 72 men and women managers, to investigate the way in which our study organisation is gendered. Specifically, we argue that an organisational logic of family permeates the work context our interviewees are subjected to. While both men and women benefit from family-of-origin support provided by fathers, mothers, uncles and aunts, men can more easily build an organisational family by broadening their network connections to support their careers within the context of a Thai organisation.
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An Acceptance Model for the Adoption of Battery Electric Vehicles in Thailand
(2024-01-01)
Sithanant, Thana
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Sukphisal, Burin
;
Kamales, Nayika
The primary objective of this study is to propose a model that will shape the adoption patterns of battery electric vehicles (BEVs) within the consumer demographic of Thailand. BEVs have emerged as a promising avenue for addressing critical environmental concerns, including air pollution, fossil fuel dependency, and climate change. Despite the successful integration of BEVs in various global markets, the penetration in Thailand remains notably limited in contrast to nations such as the United States, China, and Europe, especially Norway. The investigation begins by delineating the fundamental characteristics of BEVs, followed by a meticulous integration of theoretical underpinnings derived from the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Car Technology Acceptance Model (CTAM). These theoretical frameworks serve as a robust foundation for the analysis. In tandem with this theoretical framework, a host of pivotal determinants from multiple BEV adoption reviews is scrutinized, encompassing aspects like pricing structures, regulatory policies implemented by governmental bodies, the accessibility and robustness of charging infrastructures, the dimensions of environmental consciousness, experiential considerations related to driving, household composition, and residential placement. Consequently, these multifarious determinants are synthesized and result in a novel conceptual framework, thereby engendering a nuanced and insightful comprehension of the pivotal drivers that collectively shape the landscape of BEV adoption within Thailand. Further empirical investigations will be undertaken to a more profound awareness of the intricate dynamics that propel the broader integration of BEVs nationwide.
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Evaluating the Determinants of Consumer Adoption of Autonomous Vehicles in Thailand—An Extended UTAUT Model
(2023-01-01)
Chaveesuk, Singha
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Chaiyasoonthorn, Wornchanok
;
Kamales, Nayika
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Dacko-Pikiewicz, Zdzislawa
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Liszewski, Wiesław
This study explores the effects of autonomous cars and how they may affect the design of transportation systems. The research investigated the determinants of consumer adoption of autonomous vehicles in Thailand. The research was driven by increasing environmental protection awareness and the need to conserve it through revolutionary technology. The study adopted the extended UTAUT model, where a quantitative method was adopted using primary data from 381 respondents. The results indicated that consumer adoption of autonomous vehicles in Thailand is influenced by performance expectancy, effort expectancy, facilitating conditions, environmental benefits, and purchase subsidy. The recommendations developed were that, to enhance the consumers’ intention to adopt autonomous vehicles, the concerned stakeholders should improve on aspects, such as the ability to improve job performance, increase productivity, ease of use, flexibility, clarity, and understanding, as well as improve social status. The government should also consider subsidizing autonomous vehicles as this would encourage consumption. A limitation of the study is the generalization of the findings as it is limited to Thailand.

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