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Behavioral intentions toward air purifier adoption in Thai municipal offices for sustainable indoor air quality
(2026-12-01)
Taghipour, Amirhossein
;
Saengnoree, Amnuay
;
Sangmanee, Woranat
As outdoor air pollution in Thailand increases and indoor environments begin to trap the accumulation of fine particulate matter (PM 2. 5) outside and produce it inside, the protection of indoor air quality (IAQ) in municipal offices is an issue of public-health concern. In this paper, we test determinants of the behavioral intention to use (BIU) portable air purifiers in municipal executives by combining the theory of planned behavior (TPB) and technology acceptance model (TAM) with a structural equation modelling (SEM) model based on a survey of n = 320 municipal executives across the country. Findings reveal that the perceived innovativeness and effectiveness of air purifiers, as a constitute of a key antecedent of adoption, has positive and significantly large standardized path coefficients both directly affecting BIU and indirectly, through perceived behavioral control (PBC) and perceived ease of use (PEOU). Results also indicate that BIU is related to environmental air characteristics (EAC) in the perception of executives regarding ambient and indoor air conditions and that this influences adoption through PBC and, indirectly through performance expectancy (PE) (all significant paths p < 0.001). Collectively, the evidence cannot cause an effect but indicates strong in-direct pathways that can be used to support an explanation of technology acceptance in the workplaces of the public sector. The findings highlight the significance of the user-centered design, the ability to build capabilities, as well as to communicate the air-purifier performance in a clear way helping to improve perceived control and expectancy. This research can inform policy-makers with respect to ad-ministration of cities because it connects the concepts of IAQ management, occupational health, and sustainable procurement and emphasizes how convenient data dashboards and online visualizations of air quality can shape the willingness of executives to implement air purifying technologies.
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A Conceptual Framework for Mobile FinTech Adoption: Integrating TAM-TPB with Technology Readiness Index
(2026-01-01)
Wang, Wei
;
Kasemwattanasuk, Thannaphat
;
Chaveesuk, Singha
;
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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Students’ adoption towards behavioral intention of digital learning platform
(2023-09-01)
Songkram, Noawanit
;
Chootongchai, Suparoek
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Osuwan, Hathaiphat
;
Chuppunnarat, Yootthana
;
Songkram, Nutthakorn
The purpose of this research was to investigate students’ behavioral intentions toward a digital learning platform. In the framework of Thai education, an empirical study evaluated and applied the adoption model. The recommended research model was tested using structural equation modeling with a sample of 1406 students from every part of Thailand. According to the findings, the best facilitator for students’ recognition of using digital learning platforms is attitude (ATT), followed by internal factors such as perceived usefulness (PU) and perceived ease of use (PEU). Furthermore, technology self-efficacy (TSE), subjective norms (SN), and facilitating conditions (FC) are peripheral factors that enhance comprehension of a digital learning platform’s approval. These results are consistent with past research, with the exception that PU is the only factor that has a negative influence on behavioral intention. Consequently, this study will be useful to academics and researchers by bridging a research gap in the literature review whilst also demonstrating the practical application of an impactful digital learning platform relating to academic accomplishment.
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Digital payment system innovations: A marketing perspective on intention and actual use in the retail sector
(2021-09-01)
Chaveesuk, Singha
;
Khalid, Bilal
;
Chaiyasoonthorn, Wornchanok
This study empirically investigated the marketing perspectives of behavioral intention and the actual use of digital payment solutions as electronic innovation for retail purchases in Thailand. This is important as leveraging digital innovation can be applied to minimize physical contact between retailers and customers, especially in the COVID-19 era. The UTAUT model was used and extended to include attitude, social distancing, and perceived risk variables. The study was conducted using primary data collected from 467 Thai respondents who used digital payment systems as a means of payment in retail purchases. The study data were collected employing a structured questionnaire. Techniques used in data analysis include Confirmatory Factor Analysis and Structural Equation Modeling. The results from the data analysis highlighted that behavioral intention to use digital payment innovation in Thailand was influenced by Perceived Risk (PR), Facilitating Condition (FC), Performance Expectancy (PE), and Attitudes (AT) of people. The study also revealed that exploring the marketing perspectives, Behavioral Intention (BI) significantly influenced the Actual Use (AU) of digital payment systems. The implication is that stakeholders in retail and financial sectors, such as banks and other digital payment providers, should consider aspects of people's attitudes and perceived risk as they influence the use and adoption of innovative digital payment solutions. Thus, it is, appropriate to propose policies and regulations that promote the effective use of digital payment systems in the Thai retail sector.
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Factors determining the behavioral intention of using food delivery apps during covid-19 pandemics
(2021-08-01)
Muangmee, Chaiyawit
;
Kot, Sebastian
;
Meekaewkunchorn, Nusanee
;
Kassakorn, Nuttapon
;
Khalid, Bilal
The purpose of this study was to investigate the factors determining the behavioral intention of using food delivery apps (FDAs) during COVID-19 pandemics, under a case study of Bangkok, Thailand. The study was necessitated by the increased use of FDAs during the lockdown; online transactions were considered important in preventing the spread of the virus. The study used quantitative techniques involving structural equation model (SEM) to evaluate the effects of exogenous variables on endogenous variables. Primary data were collected from people who had installed and used FDAs. The findings indicated that performance expectancy, effort expectancy, social influence, timeliness, task technology fit, perceived trust, and perceived safety significantly influence the behavioral intention to use (BIU) to use food delivery apps during the COVID-19 pandemic. To this end, effort should be intensified to study and understand FDAs as it pertains to safety and usage.

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