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Households’ Intention to Use Solar Rooftop Panels in Thailand: An Integrated TPB-TAM Approach
(2026-07-01)
Theppratuangthip, Pongsapat
;
Rojniruttikul, Nuttawut
The rise in energy demand in Thailand due to constant economic growth coupled with reliance on limited natural gas and oil resources has led to an increased demand for alternative sources of energy. Therefore, this study aims at examining factors that influence the intention of adopting solar rooftop energy among households in Thailand through the integration of the theory of planned behavior (TPB) and the technology acceptance model (TAM). A quantitative research approach was adopted whereby data were obtained from 255 households in all parts of Thailand through questionnaires. The results reveal that attitude (β = 0.484, p < 0.001), perceived usefulness (β = 0.271, p < 0.05), and subjective norms (β = 0.257, p < 0.001) positively and significantly influence intention to use solar rooftop energy, collectively explaining 61% of the variance (R<sup>2</sup> = 0.61). Attitude proved to be the most significant predictor in this regard, underscoring the significance of the evaluative process of cognition and emotion for adopting certain behavior. This research makes a valuable contribution to the body of knowledge on renewable energy in that the TPB-TAM model has been empirically validated in a Thai household setting. In addition, the findings provide suggestive evidence of a mediating role of attitude in the link between perceived usefulness and intention, although this mediation finding should be interpreted with caution due to the conceptual overlap between these constructs and the absence of bootstrap confidence intervals. Future research is recommended to confirm this mediation pathway using formal bootstrap procedures.
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Factors Influencing Rail Service Passenger Loyalty Among Older Thai Adults
(2025-09-01)
Lieophairot, Ratchaphong
;
Rojniruttikul, Nuttawut
;
Chaveesuk, Singha
This study investigates the drivers of older adult loyalty (OAL) in Thailand’s rail passenger transport sector. Using structural equation modeling (SEM), data from 625 older rail passengers were analyzed to examine the direct and indirect pathways shaping loyalty. The results demonstrate that service innovation (SI) exerted the strongest overall effect on OAL, both directly and through its influence on service quality (SQ) and passenger satisfaction (PS). Interaction-oriented innovations and accessible delivery technologies emerged as particularly influential, highlighting the importance of human-centered innovation in aging societies. Perceived value (PV) also significantly predicted SQ, PS, and OAL, with price fairness, emotional reassurance, and reliability as key sub-dimensions. SQ was confirmed as a central mediator, translating SI and PV into satisfaction and loyalty outcomes, while PS, although significant, played a secondary role. The findings extend existing theories by demonstrating that innovation and value outweigh satisfaction as loyalty drivers in this context. They advance the SERVQUAL, Value–Attitude–Behavior, and Expectancy–Disconfirmation frameworks by showing that satisfaction is a necessary but insufficient condition for loyalty. The study emphasizes aligning innovation, value, and quality to build inclusive, sustainable loyalty strategies for older rail passengers.
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A Bank’s Customer Citizenship Behaviour in the Multinomial Logistic Regression Model
(2024-01-01)
Vajrapatkul, Adirek
;
Rojniruttikul, Nuttawut
-This research aimed to study the factors affecting customer citizenship behavior (CCB) in the banking industry. The data were collected from questionnaires from bank customers in six districts of Bangkok, Thailand. The data were analyzed using EFA and MLR techniques. The study identified three latent variables that could affect the level of CCB, namely good corporate governance, quality of self-service technology, and quality of on-site service. The results showed that good corporate governance in transparency, accountability, and fairness significantly improves the level of CCB. In addition, the quality of self-service technology, which provided convenience to bank customers, could lead to increased CCB. Regarding on-site service quality, the results also showed that it was an important factor in increasing CCB. In terms of the impact of demographic variables, people aged 41 to 45, women, and low-income earners were more likely to have high levels of CCB compared to the reference group. This research emphasizes the need to adhere to corporate governance, quality of self-service technology, quality of on-site service, and customer characteristics to enhance CCB and bank success.
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Factors affecting state railway of Thailand (SRT) passenger train service use decision: A structural equation model
(2023-05-01)
Lieophairot, Chalermsap
;
Rojniruttikul, Nuttawut
The State Railway of Thailand's (SRT) rail passenger ridership has dropped from a peak of 88 million rides in 1994 to less than 23 million in 2022, with the reasons for this collapse being numerous. Therefore, the authors set out to examine how organizational image (OI), service quality (SQ), service motivation (SM), and service satisfaction (SS) affect SRT use decision (SUD) making. From August–October 2022, multiple-stage random sampling was used to select a sample of 1,250 SRT passengers from five regional rail lines and their associated 25 stations. A confirmatory factor analysis goodness-of-fit was used to confirm the model's fit. A structural equation model (SEM) using LISREL 9.10 was then used to analyze the ten hypothesized relationships. The quantitative research used a 5-level questionnaire to measure the study's five constructs and 22 observed variables. The reliability of the items ranged from 0.86 to 0.93. The data analysis included calculating various statistical measures. Results showed that the model's causal variables positively affected passenger SRT use decision, with an R<sup>2</sup> of 71%. When ranked by total effect (TE) values, service quality (SQ = 0.89) was viewed by the surveyed passengers as most important, followed by service satisfaction (SS = 0.67), organizational image (OI = 0.63), and service motivation (SM = 0.53). Additionally, all ten hypotheses were supported, with service satisfaction judged the most essential to SRT Use Decisions. The study's novelty is the ever-growing requirement for the SRT to serve as a regional hub in a more extensive East Asian rail and infrastructure strategy. The paper contributes significantly to the academic literature on factors affecting rail transportation use intent.
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The Effect of Technology on Economy
(2022-08-07)
Rojniruttikul, Nuttawut
;
Vajrapatkul, Adirek
This research aims to ingestigate the effect of technological progress on capital input. To meet the research objective, the simple closed economy DSGE model was constructed. The Bayesian technique is then employed to estimate the model parameters by using the quarterly detrended data of Thailand, which covers the period between 2001:Q1 and 2019:Q2, including GDP, policy rate, and employment. The result showed that technological progress can produce potential effects on major economic variables, namely labor, capital, price, return, consumption, and national income, and fits some previous studies. Therefore, government investment in technology and support for technology development should lead to economic growth.

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