Chaiyasoonthorn, Wornchanok
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Preferred name
Chaiyasoonthorn, Wornchanok
Alternative Name
Chaiyasoonthorn, Womchanok
Main Affiliation
Email
wornchanok.ch@kmitl.ac.th
87 results
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Item type:Publication, Testing and Measurement on Willingness to Use Augmented Reality, Virtual Reality, and AI-Enabled Checkouts(2022-01-01); Augmented Reality, Virtual Reality, and AI-Enabled Checkouts in several industries, including education, retail, etc. These technologies have shown an essential and highly important ability to provide customers with new innovative user experiences and interactions between humans and technology. This paper focuses on developing a tool including nine latent and 23 observed variables for an exam a conceptual framework of Willingness to Use Augmented Reality, Virtual Reality, and AI-Enabled Checkouts with Unified Theory of Acceptance and Use of Technology2, Expectation-Confirmation Model, Service Quality, and Personal Innovativeness. These findings will provide observed variables as a tool for exam insight into what affects customer willingness to use. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The acceptance of social network: The role of status seeking on TAM(2017-08-08); Suksa-Ngiam, Watanyooonline social networks are progressively being adopted among young people in developing countries. The public is questioning why so many people adopt this technology in many aspects of their lives? The purpose of this study is to understand the acceptance of social networks by Thai students. We used traditional TAM's behavioral constructs: subjective norms (SN), perceived usefulness, perceived ease of use (PEOU), and behavioral intention (BI) together with status seeking (SS) to answer the question. We surveyed 350 Thai university students and use structural equation modelling (SEM) for the analysis. The findings depict a significant theoretical model and suggest the future research. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Factors Affecting the Investment Behavior of Generation X and Generation Z(2026-01-01); While types of cohort generally build their different patterns of attitudes by certain conditioning forces—a social-economic-technical environment; this study tries to evaluate how two specific generations, namely X and Z, are always different from each other as far as the generational-determining forces are concerned into the investment behavior of these two groups. The qualitative study design involves the use of an item answering through set structured questionnaire items to measure the four latent variables out of the twenty-three items included. Three other well-known professionals validated the expert ratings concerning the perceived effectiveness of the questionnaires in that the item interrogated had Index of Item-Objective Congruency values above the requirement of 0.5. Through a pilot survey with a sample of 30 respondents, all constructs gave Cronbach's alpha coefficients over 0.7 with the use of the SPSS software program indicating that the degree of internal consistency and reliability of the research instrument was high in quality. Data resulted from SPSS analysis revealing a very high score in Cronbach’s alpha, exceeding 0.7 for all constructs that indicate internal consistency and reliability of the instrument. Therefore, understanding the factors that influence investment decisions across the two generations could well broaden and deepen the understanding of the currents that govern today’s financial behavior. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Comparative analysis of variables that influence behavioral intention to use MOOCs(2022-04-01); ; - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Success of smart cities development with community’s acceptance of new technologies: Thailand perspective(2019-08-23); ; Information and Communication Technology (ICT) and the Internet of Things (IOT) had been propagating in numerous aspects of our social and economic interactions and have started to transform our lifestyle with integration into the implementation in Smart Cities projects throughout the world. Smart Cities are part of the Thailand 4.0 initiatives which started in 2016. Adoption of the new Technology by citizens is essential and mandatory for such Smart City projects. We researched the Technology Acceptance Model and further extended the same with additional aspects to study the factors affecting the real adoption of new technology on the mass scale as part of the Smart Cities implementation. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector(2024-09-01); The e-commerce landscape is evolving rapidly, and businesses seek novel ways to enhance their competitive edge. In this context, understanding consumers' purchase intentions becomes crucial. Drawing from the Stimulus-Organism-Response (SOR) theory, we propose a conceptual framework investigating the factors influencing purchase intention in e-commerce live-streaming marketing. The research adopts Structural Equation Modeling (SEM), Confirmatory Factor Analysis (CFA), and hypothesis testing to evaluate the relationships. The findings revealed that the attributes of live streaming, including the live streamer, the product, and the field, as well as trust and impulsiveness, positively influence purchase intention. This study provides a novel perspective on live streaming e-commerce with evidence on how e-commerce live streaming drives purchase intentions, enriches the content of live streaming e-commerce literature, and explores the practical implications for marketing managers who are looking for marketing by live streaming. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Developing an Acceptance Model for Use with Online Video-Sharing Platforms(2021-06-25); Online video-sharing platforms have increased their popularity significantly in recent years. For example, YouTube has grown rapidly and become the most visited website in the world. Video-sharing platforms work by allowing users to provide content, view, subscribe, like, dislike and comment on the platform. They provide cost-saving, remote access, improved learning, stress relief, and available advantages 24 hours per day. This paper aimed to develop a conceptual framework to comprehend the acceptance to use video-sharing platforms and proposed a conceptual framework developed from a prior conceptual framework of UTAUT and IS Success model. A structural equation model was applied utilizing confirmatory factor analysis to validate the acceptance model towards an acceptance model for other technological platforms. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, How to Shift Consumer Willingness to Use the Emerging Technologies on Omnichannel(2022-01-01); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The Creation of Tools to Collect Qualitative Research Data for Prosumer Performance(2024-01-01); Thailand ranks among the top 5 for social media usage in Southeast Asia as of January 2023 by country. This article aims to create a tool to collect qualitative research data on Thai prosumers’ performance on social media. This methodological research is a qualitative research method. The researcher uses semi-structured interviews as a tool for research data collection, which is used to develop a research interview guide. It begins by creating an interview guide based on Jungtrakul’s proposed guidelines. The first part of the interview guideline was developed to understand the context of prosumers related to social media. The second part was developed to ask about consumer performance. After having the questions guide, the next stage is to consult with experts in qualitative research methods. Then, use it to revise, try out, and test the coverage and clarity of the questions. Then, improve and consider research ethics before actually using them. In the future, the researcher will develop a framework for prosumer performance to continue. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Competitive Strategies in Thailand’s Swiftlet House Business: A Conceptual Framework for Entrepreneurial Adaptation and Financial Management(2026-01-01); Thailand’s swiftlet house industry is a high-value sector with significant export potential and has attracted considerable international research attention. By contrast, domestic scholarship remains limited, with most studies focusing separately on technology, marketing, or finance, lacking an integrated approach to explain how these dimensions collectively influence competitive performance. This study aims to develop an integrated conceptual framework that explains the relationship between entrepreneurial adaptation (EA), covering technology, consumer behavior, and business networks and financial management (FM), including fixed cost management, variable cost management, and asset management. Together, these factors influence competitive strategies (CS) in terms of product quality, timing, pricing, and channel expansion. The research adopts a systematic literature synthesis, integrating the Resource-Based View (RBV) and Dynamic Capabilities Theory (DCT) to clarify the interconnections among these key variables. The developed framework can be applied to guide entrepreneurs in strategic planning and resource management, as well as support relevant agencies in policy formulation to enhance industry.