KMITL

Permanent URI for this communityhttps://dspace.kmitl.ac.th/handle/123456789/1

Browse

Search Results

Now showing 1 - 10 of 11

Some of the metrics are blocked by your
consent settings
Work-related generative artificial intelligence adoption and employee-perceived organisational performance in Thailand's manufacturing industry
(2026-10-01)
Yudhistyra, Wecka Imam
;
Srinuan, Chalita
Generative Artificial Intelligence (GenAI) is increasingly integrated into organisational work processes, yet its implications for manufacturing firms cannot be inferred from adoption intention or usage frequency alone. In contrast to deterministic workplace technologies, GenAI produces probabilistic and context-responsive outputs whose organisational value depends on employees' ability to evaluate, interpret, and apply generated content effectively. This research examines how work-related GenAI use is associated with employee perceptions of GenAI-enabled organisational performance in Thailand's manufacturing sector. Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, the Human-Centred Design paradigm, and Knowledge Management theory, the research develops a framework in which perceived usability, knowledge acquisition, knowledge application, and performance expectancy influence behavioural intention, which subsequently affects use behaviour and employee-perceived GenAI-enabled organisational performance. Survey data from 381 manufacturing employees with prior GenAI experience were analysed using Partial Least Squares Structural Equation Modelling. Bayesian Network (BN) algorithms were subsequently employed to refine the theoretical structure by identifying conditional dependencies beyond the hypothesised model, while Artificial Neural Networks and Importance-Performance Map Analysis provided complementary predictive and managerial insights. The results support all hypothesised relationships. The BN-refined model further identifies direct links between knowledge application, performance expectancy, and organisational performance, suggesting that, in addition to adoption and use, GenAI-derived value also depends on employees' capacity to translate AI-generated knowledge into workplace outcomes. The findings advance technology adoption research by developing and validating a GenAI-specific extension of the UTAUT that integrates human-centred design and knowledge management perspectives. The research further demonstrates that organisational value is realised through a sequential pathway linking adoption antecedents, behavioural intention, and use behaviour, while providing policy-relevant evidence on workforce-driven AI adoption in an emerging economy undergoing digital transformation.
Some of the metrics are blocked by your
consent settings
Analysis of Thailand's fixed broadband internet services demand: A merger screening of AIS and 3BB
(2024-03-01)
Phansatarn, Thunwar
;
Srinuan, Chalita
The article conducted a ‘merger screening’ of the potential impact of the merger between AIS and 3BB, which were the second and third largest internet service providers among the four major operators prior to the merger in 2022. National survey data across country in 2022 and discrete choice model was used for the analysis. Surprisingly, finding showed that AIS and 3BB were not the closest competitors, but instead True, the provider with the largest market share, was their closest competitor. Based on the pre-merger analysis, it was predicted that service prices were likely to increase, and this merger is comprised a relevant market. To accurately define the market (market definition), other operators' services should not be considered as well. Considering the rising magnitude in service prices, it is estimated that, on average, prices will increase by 7.51%–31.51% compared to the current rates in 2022. Moreover, the study revealed that the merger would lead to an average increase in cost efficiency of 15.01% of the current marginal cost, which would allow the post-merger service prices to remain unchanged if the cost savings are passed on to consumers. A key policy recommendation was for regulatory agencies to conduct further analysis of competition, including evaluating entry barriers, the response of non-merging competitors, and competition without regulated pricing. Additionally, the study examines the potential future impacts on social welfare.
Some of the metrics are blocked by your
consent settings
Determining spectrum caps and service efficiency: A case study of mobile operators in Thailand
(2021-11-01)
Srinuan, Chalita
;
Srinuan, Pratompong
Mobile spectrum is a crucial natural resource, which is essential in a nation's economic growth and a mobile operator's business operations and sustainability. Moreover, spectrum auctions have become a common method for spectrum allocation by telecom regulators in recent decades. In Thailand, the National Broadcasting and Telecommunications Commission (NBTC) over the past years has used a spectrum cap setting mechanism to encourage more competition in both the auctions and in the market after the auctions. This mechanism also allows regulators to determine the number of mobile operators in the market. However, regulatory mandated spectrum caps can potentially harm a large mobile operator's performance since spectrum caps can preclude large carriers from getting more necessary spectrum to support their customers' demand. Therefore, the purpose of this research was to demonstrate the effect of spectrum caps' determination using frequency allocation in Thailand as a case study. This paper employs data from Q3 2012 - Q1 2020 for the three major mobile operators in Thailand (AIS, TRUE, and DTAC) and analyzes the mean difference of six operating parameters by 1 MHz spectrum and the industry average. Results revealed that AIS was the largest carrier with the most spectrum amount, the greatest number of users, with revenue exceeding the industry average. AIS also had a statistically significant operational efficiency in all six of the evaluated dimensions. However, TRUE which is second in the total number of users in Thailand was determined to have no statistically significant operating efficiencies. Furthermore, the study determined that operators need additional spectrum so that they can increase market share through improved service quality. Finally, the empirical evidence suggests that spectrum caps when set in conjunction with each auction did not create any significant operator's efficiency problem.
Some of the metrics are blocked by your
consent settings
The relationships between marketing mix, brand equity, lifestyle and attitude on a consumer's private product brand purchasing decision
(2019-01-01)
Khanta, Fuengnapha
;
Srinuan, Chalita
In a 2018 study, 85% of the American consumers surveyed stated they trusted private brand products at least as much as national brands. In both Asia and Thailand, the importance of private brands is also increasing. Therefore, the researchers undertook a study to investigate the sample group of 1,000 Thai Tesco Lotus and Big C retail shoppers about their opinions concerning the importance of the store's marketing mix (MM), brand equity (BE), their lifestyle (LS), and their attitude (AT) towards their final purchase decision. LISREL 9.1 was used to conduct both a confirmatory factor analysis [CFA] and a structural equation model [SEM] to analyze the study's six hypotheses and their interrelationships. From the SEM analysis it was determined that the most important causal variables influencing PDPD were BE, AT, MM, and LS, which had total effect values of .61, .23., .22, and .17, respectively.
Some of the metrics are blocked by your
consent settings
Shifting Thai mobile user behavior and its impact on mobile regulation
(2017-07-01)
Srinuan, Chalita
This study investigated the determinants of mobile- only user (mobivore) subscribers in the Thai mobile communications market. Survey data from 2014 along with a probit model were employed for analysis. Results showed that Thai subscriber characteristics including gender, home location, ownership of a smartphone, employment as a government official, private-sector executive and self-employed, and the type of Internet application, can significantly explain mobile-only user behavior of Thai mobile subscribers. Findings also showed that subscribers who were heavy Internet users used other complimentary services. Additionally, telecom regulators should consider implementing a quality of service regulation which provides the opportunity for rural subscribers to better access mobile services, and develop a spectrum allocation policy that is consistent with the high demand of a mobile only user. This will benefit both urban and rural users.
Some of the metrics are blocked by your
consent settings
Mobile phone customer loyalty in Thailand: A path analysis case study
(2017-01-01)
Pumim, Adilak
;
Srinuan, Chalita
;
Panjakajornsak, Vinai
Research was reviewed globally from mobile/cellular carriers to develop the six antecedents (customer satisfaction, perceived service quality, customer trust, corporate image, perceived value, and perceived switching costs) contributing to mobile customer loyalty in Thailand. Data were drawn from interviews with 515 Thai mobile users, who were asked about customer satisfaction, service quality perceptions, and customer loyalty. Findings suggest that perceived service quality and value have a direct positive influence on customer satisfaction: if the customer’s perception of service quality and customer satisfaction is high, it has a strong influence on customer loyalty. Additionally, if the perceived service quality is high, it has a direct impact on perceived value and customer satisfaction, in terms of price, value, terms, and reasonable carrier services. Finally, perception regarding switching costs is recognized in non-monetary terms and plays a key role in influencing customer loyalty.
Some of the metrics are blocked by your
consent settings
A Thai banking industry organisational performance analysis
(2017-01-01)
Pranee, Tasanai
;
Napompech, Kulkanya
;
Srinuan, Chalita
The purpose of this research is to determine the effects of talent management, technological innovation and service quality on Thai bank performance. The population of the study consisted of 14 registered banking enterprises along with their associated 2068 branches. Using the IBM Statistical Package for the Social Sciences (SPSS v.21), 424 responses selected from a simple random sampling survey were analysed using both a secondorder confirmatory factor analysis (CFA) and structural equation modelling (SEM). From the 93-item survey, pre-trail test, and the in-depth interviews from five experts, a questionnaire reliability score of 0.98 was obtained. Findings revealed that technological innovation and service quality strongly influence the Thai banking industry's performance, and should be given great attention.
Some of the metrics are blocked by your
consent settings
ICT adoption by southern Thai rubber plantation smallholders
(2016-01-01)
Srinuan, Chalita
The ASEAN economies of Thailand, Vietnam and Indonesia account for about twothirds of the world's rubber output, with Thai rubber production being only second to rice as an important economic component of GDP. As such, government agencies have made many efforts to introduce ICT technology into the agricultural sector including technology transfer programs, e-services and e-libraries with limited success. Additionally, given the continued plunge in global rubber prices and the associated hardships being encountered by rubber farmers, the importance of understanding ICT's role and use in this sector cannot be overstated. This research therefore was undertaken to explore the components hindering or enhancing the ability of Information and Communication Technology adoption with Thai rubber farmers. This study aimed to examine empirically whether socio-economic variables and farmer's perception have a systematic link with the adoption of ICT services by employing the Technology Acceptance Model (TAM). Data were gathered from a questionnaire distributed to three adjoining provinces in rural southern Thailand between December 2013 and May 2014 of which 264 small rubber farmers were surveyed. The findings reveal that socio-economic variables have indirect effects on ICT adoption via the perceptions of rubber smallholder's households. Significant perceptions include the perception of usefulness, perceived quality, social influence and facilitating conditions. Possible policies to promote more ICT adoption among rubber smallholders are also discussed.
Some of the metrics are blocked by your
consent settings
Uncertainty of public pay phone in Thailand: Implications for the universal service obligation
(2014-01-01)
Srinuan, Chalita
Public pay telephones are fast becoming technological dinosaurs headed quickly toward extinction. In Thailand, however, the National Broadcasting and Telecommunications Commission (NBTC) has included the public pay phone as part of the Universal Service Obligation (USO) to ensure that all people in the country have reasonable access to a standard telephone service on request, and that payphones are accessible to all people on an equitable basis, wherever they live or carry on business. In spite of this, however, public pay phones and their revenue are also sharply declining due to the ever increasing encroachment of mobile phone technology. The researcher therefore undertook a study to empirically examine the key determinant factors for individual consumers using public payphones. A discrete choice model is employed together with the analysis of data from a 2011 national survey commissioned by the NBTC. Payphone usage is determined by the ownership of fixed phones, mobile phones and income which all play an important role with payphone being a necessary service for low-income people. Hence, NBTC should continue support through the USO fund and reassess the areas and groups of people who need this service in order to ensure that the USO policy is effectively and beneficially implemented.
Some of the metrics are blocked by your
consent settings
Pricing strategies and innovations in the Thai mobile communications market
(2013-01-31)
Srinuan, Chalita
;
Srinuan, Pratompong
;
Bohlin, Erik
Purpose: The aim of this paper is to explore the price plans offered by Thai mobile operators and analyse the role of demand characteristics in the development of new price plans. The paper also shows how demand affects a firm's degree of innovativeness in terms of the number of new price plans. Design/methodology/approach: The empirical qualitative analysis is based on an original data set from several secondary data sources and includes all the price plans offered in the history of the Thai mobile communications market between 2002 and 2010. Findings: The results show that mobile operators have introduced several innovative price plans to attract and retain their consumers. Although a greater number of price plans can increase competition among operators, some have complex combinations that may lead to confusion for consumers. Practical implications: A price comparison programme should therefore be implemented by the telecom regulator to ensure that consumers receive correct and complete information about the price plans. Originality/value: Most studies, by far, have not extensively discussed this mobile communications market in detail and the effect of innovation on competition between firms in the mobile communications industry, in particular the development of innovation in developing countries. © Emerald Group Publishing Limited.

KMITL

Browse

Filters

Settings

Sort By

Results per page

Search Results