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, Factors Influencing Organizational Survival of Retail Food Businesses in Thailand: A Conceptual Perspective(2024-01-01); This research aims to investigate the factors influencing the organizational survival of retail food businesses during the COVID-19 outbreak in Thailand to develop a conceptual framework. The study involves a comprehensive review of domestic and international literature regarding organizational survival factors. It seeks to address the gaps identified in previous research conducted in Thailand, which has yet to study survival factors in service businesses. The exploration of theories about survival, as well as related theories, revealed the main theories that helped researchers to understand the causes of adaptation, human adaptive behaviour and the process of human adaptation when there is an accident or a change in life, including the results that occur. Humans must adapt using intelligence to acclimatize and survive when facing change in life. The theory mentioned by the researcher is Roy's adaptation model. The findings of this research are expected to offer a model approach for future data collection. In order to obtain research results that can benefit retail food business operators in the country, please enable them to utilize the research findings for adaptation and survival in the business. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The adoption of social media by Thai university students: Multiple group moderating effects(2015-01-01) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, EMERGING TRENDS AND ORGANIZATIONAL DRIVERS OF METAVERSE ADOPTION FOR REMOTE WORK: QUANTITATIVE INSIGHTS FROM THE FMCG INDUSTRY(2024-06-24); ; ; Adopting and using metaverse technologies for remote work is increasingly becoming a focal point for organizations across industries, including the Fast-Moving Consumer Goods (FMCG) sector. This study aims to investigate the organizational drivers that influence the intention to use the metaverse for remote work within the FMCG industry. Using the extended TAM framework, the study investigated the effects of various constructs on organizational adoption intentions, including leadership support, performance expectancy, effort expectancy, organizational culture, social influence, and facilitating conditions. Primary data was collected from 341 respondents comprising executives and middle managers from representative multinational FMCG companies. The analysis was conducted using correlation analysis and multiple regression analyses. The results revealed that social influence, organizational culture, performance expectancy, leadership support and facilitating conditions significantly influenced the intention to adopt metaverse in remote work. Corporate culture was also found to have a significant influence on found corporate culture to significantly affect effort expectancy, performance expectancy, social influence and facilitating conditions. The research recommended the importance of cultivating a supportive corporate culture. The top-level management should actively support and champion metaverse adoption initiatives. Additionally, firms operating in the FMCG sector should invest in robust network infrastructure, compatible hardware, and software necessary for metaverse adoption. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Sustainability of Rubber Farmers Cooperatives: Empirical Evaluation of Determining Factors(2022-01-01); The study investigated the factors that influence rubber farmers' cooperatives from the perspective of sustainability in Thailand. The research adopted a quantitative survey methodology with data purposively collected from 434 Thai rubber farmer groups. The variables included trust, sustainability, perceived value, satisfaction, loyalty, and brand image. The model was evaluated using Confirmatory Factor Analysis (CFA), while Structural Equation Modeling (SEM) was used to assess the hypotheses. The results indicated that the sustainability of the rubber farmers' cooperatives as a corporate entity is influenced by brand image, loyalty, and satisfaction. Trust was also found to have a significant effect on the satisfaction and loyalty of the rubber farmers' cooperatives. The research recommended that to enhance the sustainability of the rubber farmers' cooperative's brand image, loyalty, and satisfaction should be improved. The research's drawback is that it only looked at the rubber farmer cooperatives of Thailand as a corporation, and therefore, these factors should be taken into account when applying these results outside of this scope. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Impact of charging infrastructure on willingness to pay for EV: Mediating role of driving experience and behavior intentions(2025-04-01); Global primary transportation networks are affected by challenges associated with carbon emissions and rising oil prices. A growing population is opting for electric vehicles (EVs) because of their independent operation without reliance on gasoline and their lower pollution emissions. Establishing a charging infrastructure is necessary to stimulate consumer willingness to pay for EVs. Therefore, this study explored the impact of charging infrastructure on the willingness to pay, as well as the mediating role of driving experience and behavior intentions, using the theory of planned behavior. A quantitative methodology was employed, whereby data were gathered via a survey questionnaire distributed among Thai users residing in Bangkok, Thailand. Statistical analysis was conducted on data collected from 231 potential consumers using structural equation modeling and confirmatory factor analysis to validate the variables. This study revealed that charging infrastructure positively and significantly enhances the driving experience. The driving experience of an EV significantly affects behavior intentions, and positive behavior intentions significantly affect willingness to pay for an EV. Additionally, this study tested the sequential mediation of driving experience and behavior intentions, and the results revealed partial mediation. Furthermore, this study's findings indicate that the government and EV manufacturers should invest in developing charging infrastructure to enhance consumers' willingness to pay. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The impact of competitive strategy on enterprise performance: An empirical study of small and medium-sized manufacturing enterprises(2024-01-01); This study investigates the relationships between competitive strategy, innovation, corporate governance structure, capital structure, human capital, and enterprise performance in small and medium-sized manufacturing enterprises (SMEs). The research is based on the Competition Theory. The survey research design includes 506 valid responses from SMEs in China. Structural equation modelling was employed to analyze the responses. It revealed that competitive strategy positively impacts performance, with innovation and human capital as key mediators. Corporate governance and capital structure also mediate these relationships, supporting various strategic management theories. Additionally, the environment moderates the impact of competitive strategy on performance, highlighting the need for adaptability in dynamic markets. These findings offer theoretical substantiations and practical insights for enhancing SME performance through strategic planning. Future research should employ longitudinal approaches and integrate objective data to explore these dynamics further. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, An Exploration of the Performance of Prosumer Amidst Rapid Digital Evolution(2025-01-01); The online business environment presents a diverse range of clients for entrepreneurs, leading to a wide range of lifestyle variances. This causes misunderstandings between each other, which can lead to problems in business operations. This research article aims to develop a research framework which influences the prosumer performance amidst rapid digital evolution in Thailand and is ready to cope with future changes. This research is using qualitative research methods. Data were collected using in-depth individual interviews. Important information providers include 25 Prosumers of social network. The Snowball sampling technique is applied in this study. The tools used for data collection were questions for semi-structured interviews combined with participant observation. The results of the research explore which variables influence Prosumer performance on rapidly changing digital platforms and how. This result motivates Prosumer to perform to achieve their goals. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Willingness to Use Self-Service Technologies Innovation on Omnichannel(2021-04-23); Omnichannel includes innovations in Self Services technologies such as Augmented Reality, Virtual Reality, Amazon-Whole Foods, Amazon Go, Amazon Go Grocery, etc. This paper aims to develop a conceptual framework using ECM and UTAUT2 of customer willingness to use Self Services Technologies. In the end, this will provide insight into the factors that initially influence the willingness to use Self Services Technologies Innovation on Omnichannel. This conceptual framework contains eight potential constructs and expected two moderating variables to help develop and analyze a model of willingness to use Self-Service Technology Innovation using structural equation modeling. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Driving Dilemmas: A Qualitative Exploration of Autonomous Vehicle Use in Thailand(2024-01-01); This study explores the intricacies of autonomous vehicle (AV) acceptance within the unique landscape of Thailand where AV adoption remains a challenge despite some global success. Employing an in-depth interview methodology, our research is based on grounded theory in a qualitative approach, aiming to provide an understanding of this phenomenon. Our investigation is based on semi-structured interviews with 19 regular AV users, chosen after thorough background verification to ensure the research's credibility. These interviews, ranging from 45 to 60 min, facilitated an in-depth exploration of the subject matter. Employing ATLAS.ti software, one intriguing revelation from our study is the counterintuitive behavior of the participants: All Thai AV drivers regularly deactivate the autonomous functions of their AVs. Among others, this phenomenon is influenced by several factors, including Thailand's distinct traffic conditions, the unpredictable of local driving behaviors, and pervasive trust issues regarding the capabilities of autonomous systems. We meticulously detail the complexities surrounding AV adoption, shedding light on the multifaceted nature of the challenge. Our discussion offers a nuanced understanding of the factors contributing to the preference for manual control among Thai AV users, providing valuable information for policymakers, industry stakeholders, and researchers seeking to comprehend the intricacies of AV acceptance. In conclusion, this research serves as a foundational resource for future investigations by facilitating more effective strategies for AV integration in diverse global contexts. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Management of innovation and sustainable development of FMCG across omni-channels(2021-01-01); This paper attempts to provide an insight into the management of innovation and sustainable development of FMCG across omni-channels by shoppers in Thailand. The theoretical model was generated from the triangulation of three models based on the touchpoints of product, satisfaction, online trust & loyalty, offline trust & loyalty, and sustainable consumption. The models utilized in this study are IS success model, loyalty model and sustainable consumption model. The study used structural equation model (SEM) technique with AMOS program that consist of FMCG Shoppers on online and offline platforms with 369 respondents across Thailand. The study hypotheses were accepted, and the findings shows that most customers want to purchase products or services confidently, promptly, and easily from trusted online shops and such relationships can translate into offline benefits for the shops. The researchers recommend that brands must be honest to their customers and consider their customer benefits in all management decisions incorporating omni-channels across different platforms.