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Households’ Intention to Use Solar Rooftop Panels in Thailand: An Integrated TPB-TAM Approach
(2026-07-01)
Theppratuangthip, Pongsapat
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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 (R2 = 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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Impact of human resource training on supply chain efficiency in Guiyang’s enterprises: a structural equation modelling (SEM) analysis
(2026-03-01)
Wu, Xin
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Srinuan, Chalita
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Rojniruttikul, Nuttawut
This study investigates the impact of human resource (HR) training on supply chain efficiency (SCE) among enterprises in Guiyang, China. A quantitative approach was used to analyse data from 316 respondents across ten key industrial sectors. Structural equation modelling (SEM) was applied to analyse the relationships between HR training, organisational culture, technological adaptability, and supply chain efficiency. The measurement model demonstrated adequate convergent validity (average variance extracted > 0.50) and internal consistency (composite reliability > 0.70). Discriminant validity was confirmed through the Fornell-Larcker criterion and HTMT ratio (< 0.85). The structural model revealed a positive influence of HR training on organisational culture (β = 0.664, p < 0.01), technological adaptability (β = 0.399, p < 0.01), and SCE made directly (β = 0.262, p < 0.05) and indirectly through organisational culture and technological adaptability (β = 0.272, p < 0.05). The model fit indices (χ2/df = 1.295; CFI = 0.984; TLI = 0.976; RMSEA = 0.031) confirmed its robustness. The findings suggest that HR training enhances SCE by improving employee skills, fostering technological integration, and cultivating an adaptive organisational culture. This research contributes to the theoretical understanding of HR development in supply chain management. It provides policymakers and business leaders with practical insights on leveraging workforce training as a strategic tool to enhance supply chain performance in regions such as Guiyang.
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Structural equation model of E-commerce live broadcasting influencing customers purchase intention prediction using machine learning
(2026-01-01)
Huang, Yiling
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Rojniruttikul, Nuttawut
There is a growing need to understand how live streaming e-commerce influences consumers’ purchasing behavior. Perceived value, engagement, and live streaming quality are crucial components that utilized structural equation modeling (SEM) to examine the factors that influence purchase intentions. This study presents a methodology for analyzing the variables that influence live streaming e-commerce purchase decisions. The study uses SEM and Machine Learning algorithms like Bayesian model, Random Forest, XGBoost, KNN and SVM to assess the prediction. This paper uses two feature transformation methods (MinMax and Zscore) and two feature selection models (InfoGain and Correlation) to improve the prediction of purchase intention. This paper gathers questionnaire responses from 500 participants who have purchased goods through E-commerce Live Broadcast in China and validates the results using a SEM. The study provides a reliability and validity analysis for the suggested model using SEM analysis. The attributes of live broadcasts can elevate the perceived value and trustworthiness, as well as consumer impulsivity, hence increasing customers’ likelihood to purchase.
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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
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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 (χ2/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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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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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
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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 (R2 = 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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Factors Influencing Rail Service Passenger Loyalty Among Older Thai Adults
(2025-09-01)
Lieophairot, Ratchaphong
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Rojniruttikul, Nuttawut
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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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Exploring the Impact of Digital Platform on Energy-Efficient Consumption Behavior: A Multi-Group Analysis of Air Conditioning Purchase in China Using the Extended TPB Model
(2025-06-01)
Zheng, Zhong
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Srinuan, Chalita
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Rojniruttikul, Nuttawut
Energy-efficient consumption has become a strategic priority to mitigate global climate change and enhance national energy security. While social media has reshaped online consumption behavior, the mechanisms through which these digital platforms influence energy-efficient purchasing remain underexplored. This study extends the Theory of Planned Behavior (TPB) by integrating price perception variables and applies multi-group structural equation modeling to examine how social media shapes Chinese consumers’ intentions to purchase energy-efficient air conditioning. The results show that (1) social media exposure strengthens energy-efficient purchasing intentions indirectly via behavioral attitude, subjective norm, and perceived behavioral control; (2) price perception is negatively associated with purchase intention; and (3) these effects vary by age cohort, gender, and income—Generation Z and female consumers are more susceptible to social media influence, while low-income groups exhibit heightened price sensitivity. These findings advance TPB theory and offer guidance for digital platform policies aimed at promoting energy-efficient consumption.
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Determinants of tea planters' purchasing behavior of planting insurance: SEM analysis
(2025-05-01)
Xu, Zhenhua
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Rojniruttikul, Nuttawut
This study explores the influence of government support and risk cognition on tea planters’ purchasing behavior regarding planting insurance, with a particular emphasis on the mediating roles of perceived value and environmental concern. Data were collected from 550 tea planters in Guizhou Province, China, using a structured questionnaire and convenience sampling method. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were conducted using AMOS 28.0 to analyze the data. The results indicate that both government support and risk cognition significantly and positively impact the perceived value of planting insurance. To promote the uptake of planting insurance among tea farmers, government agencies should strengthen policy advocacy and provide business guidance. Such efforts would help tea farmers recognize the value and psychological significance of planting insurance, thereby better safeguarding their agricultural interests. This study enhances the understanding of how government support and risk cognition can facilitate the adoption of planting insurance among tea farmers.
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Influence of a Green Environmental Orientation on Corporate Sustainable Performance in the Manufacturing Sector
(2025-03-01)
Chen, Jian
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Rojniruttikul, Nuttawut
As sustainability becomes a strategic imperative in the manufacturing sector, firms are increasingly adopting green environmental practices to enhance their competitive advantage and long-term viability. This study investigates the influence of an Internal (IGEO) or External Green Environmental Orientation (EGEO) on the Green Competitive Advantage (GCA), Green Innovation (GI), and Sustainable Performance (SP). Specifically, this research assesses the direct impact of an IGEO and EGEO on the GCA and GI, as well as their mediating roles in achieving sustainability objectives. To empirically validate the proposed conceptual framework, this study employs structural equation modeling (SEM) using survey data collected from 468 manufacturing firms in China. The findings reveal that an IGEO and EGEO are significant drivers of a GCA and GI, both of which, in turn, positively influence Sustainable Performance. The results underscore the importance of aligning internal sustainability initiatives with external environmental expectations to achieve superior long-term sustainability outcomes. This study contributes to the literature on green management by offering empirical evidence of the mechanisms through which a green orientation fosters sustainability. The insights derived have practical implications for firms seeking to integrate their internal capabilities with external environmental demands to develop a comprehensive and effective sustainability strategy. These findings serve as a valuable resource for researchers and practitioners aiming to enhance green competitiveness and innovation in the manufacturing sector.

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