Chaiyasoonthorn, Wornchanok
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Preferred name
Chaiyasoonthorn, Wornchanok
Alternative Name
Chaiyasoonthorn, Womchanok
Main Affiliation
Email
wornchanok.ch@kmitl.ac.th
11 results
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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, DETERMINANTS OF AI-BASED APPLICATIONS ADOPTION IN THE AGRICULTURAL SECTOR – MULTI-GROUP ANALYSIS(2024-01-01); ; ; - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Digital payment system innovations: A marketing perspective on intention and actual use in the retail sector(2021-09-01); ; 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. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Moocs adoption in higher education: A management perspective(2021-01-01); ; The purpose of this research is to investigate the factors affecting the Behavioral Intention (BI) to use Massive Open Online Courses (MOOCs) in Thailand. The study adopted the Unified Theory of Acceptance and Use of Technology (UTAUT) Model with an extension to include two variables of Perceived Autonomy (PA) and Absorptive Capacity (AC). The study has also investigated the moderating effects of Culture (CUL) on the relationship between the independent and dependent variables. The study was conducted using primary data collected from 490 respondents, who were university students and intended to use MOOCs. The study used structural equation modelling (SEM) to evaluate the relationship between study variables in AMOS 26. The findings of the study indicated that Perceived Autonomy (PA) was found to have a positive and significant effect on Behavioral intention to use MOOCs (BI); Facilitating Conditions (FCS) has a positive and significant effect on Behavioral intention to use MOOCs (BI). Absorptive capacity (AC) has a positive and significant effect on Behavioral intention to use MOOCs (BI); Social Influence (SI) has a positive and significant effect on Behavioral intention to use MOOCs (BI). However, the results indicated that Performance Expectancy (PE) and Effort Expectancy (EE) have a non-significant effect on BI. Additionally, Perceived Autonomy has a positive and significant effect on Performance Expectancy and Effort Expectancy. The results of interaction between Culture and independent variables (PE, EE, SI, FC, AC, & PA) indicated that CUL does not moderate any relationship with dependent variable (BI). This research is considered very critical during the period of COVID-19 pandemics, where most learning is being conducted online. Therefore, the policymakers in the education sector in Thailand, and the heads and management of institutions of higher learning could benefit from the findings of this research. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Generation Y entrepreneurial competitiveness: An empirical analysis of determining factors(2025-12-01); ; Objective: The research aimed to identify the determining factors that influence Generation Y entrepreneurial competitiveness. The study was motivated by this Generation’s significant impact on the global economy, as they comprise a quarter of the global population, and the fact that they grew up in a period of technological advancement. Research Design & Methods: We used a quantitative survey research design to empirically collect primary data from Gen Y entrepreneurs, using a sample size of 384 respondents. The model had six independent vari-ables, i.e., personal traits, entrepreneurial self-efficacy, networking skills, digital capabilities, fear of failure, and growth mindset. The mediating variable was entrepreneurial orientation, while the dependent variable was entrepreneurial competitiveness. We evaluated the model using confirmatory factor analysis (CFA), and we tested the hypotheses using structural equation modelling (SEM). Findings: We found that entrepreneurial self-efficacy, digital capabilities, networking skills, and growth mindset significantly enhance Gen Y competitiveness, while personal traits showed no significant effect. Fear of failure had an unexpected positive impact. Entrepreneurial orientation did not mediate these re-lationships. Innovation and adaptability were key drivers, but digital transformation emerged as the strongest predictor of Gen Y entrepreneurial success in competitive markets. Implications & Recommendations: The study recommended Gen Y entrepreneurs and policymakers entrepreneurial training and education to enhance their entrepreneurial capabilities; networking strategies and skills, which are vital in nurturing a diverse workforce; and digital transformation for small businesses as a strategy to achieve entrepreneurial competitiveness. Contribution & Value Added: Our research advances entrepreneurial research by identifying key drivers of Gen Y competitiveness: digital capabilities, self-efficacy, and networking, while challenging conventional as-sumptions about personal traits and fear of failure. It bridges gaps in generational entrepreneurship literature by empirically validating technology’s pivotal role. The findings offer a refined framework for policymakers and educators to cultivate adaptive, digitally fluent entrepreneurs, enhancing competitiveness in evolving markets. This work enriches theoretical discourse and provides actionable strategies for fostering Gen Y entrepreneurial success by integrating psychological and technological perspectives. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Emergence of new business environment with big data and artificial intelligence(2019-08-23); ; The research paper aims to study the factors related to incorporation of the artificial intelligence and big data in the business environment leading to rapid transformation leading to businesses expansion while riding the market trends, taking over of the competitions and other dynamics of the business environment. The need of conducting this research evolved from the recent events which have put many data mining companies under fire with the uncovering of the Big-Data scandals, manipulating and directing consumers’ mindsets among masses to affect the favorable impressions. Furthermore, it has been also observed that business tends to seek assistance through its professionals, corporate and social networks to have price parity to achieve its strategic business goals and objectives. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Understanding Stakeholders Needs for Using Blockchain Based Smart Contracts in Construction Industry of Thailand: Extended TAM Framework(2020-06-01); ; Traditionally, the contractual transactions between untrusted parties were generally carried out in a centralized form, requiring a trusted third party to act as a witness, and make them legally binding, enforceable and trustful. However, the process of involving a third party is associated with high expenses and delays. The Blockchain technology has been developed to address these issues, by allowing parties to enter into contractual agreements without involvement of third parties. The contract allows conducting of trusted agreements and transactions between unknown parties without the need of having an enforcement mechanism, trusted third party or legal system. In the construction sector, the smart contracts would help eliminate the slow, expensive and brittle transactions, associated with integrity and transparency issues due to potential records manipulation of the traditional contracts. This study focused on designing a blockchain smart contract adoption model and understanding stakeholders' needs for using blockchain-based smart contracts in construction industry. The study proposed the extended Technology Acceptance Model, which illustrates the constructs around the adoption and use of the blockchain smart contracts in Thailand construction sector. The model suggests that factor such as perceived financial costs, facilitating conditions, trust and readiness has influence on the construct of perceived usefulness (PU) and perceived ease of use (PEOU), which affects the behavioral intention to use the blockchain smart contracts in construction industry of Thailand. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Understanding the Model of User Adoption and Acceptance of Technology by Thai Farmers: A Conceptual Framework(2020-04-07); ; Thailand is constantly making policy changes and implementing Industrial revolution agendas like Thailand 4.0. With the advent of Industry revolution 4.0, Thailand government is making policy initiatives and technological advancement for successful transition to industry 5.0. The initiative is focused to offer farmers an opportunities to incorporate technology in their farming and agricultural processes to produce better crops and high-quality food. The Development of Eastern Economic Corridor is a crucial step in this regard as it focused on the evolution and progression of 10 key industries in Thailand. The plan is designed to be driven through agricultural technology and innovativeness. The future benefits of the ICT based 5.0 industrial revolution in agricultural field directly depends on the user adoption and acceptance of agricultural technology. The study, therefore, investigates the acceptance and adoption of ICT based products and services by farmers by utilizing the basics of TAM. The study proposes the framework of FTAM, and identifies the internal and external factors affecting the behavior intentions and attitude of farmers. It was found out that factors like "occupation relevance", "self-efficacy" and "social influence" affect the "Perceived usefulness (PU)" and "Perceived Ease of Use (PEOU) which in return impact their behavior intention and attitude towards utilizing and accepting ICT based products and services in farming and agriculture. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Evaluating the Determinants of Consumer Adoption of Autonomous Vehicles in Thailand—An Extended UTAUT Model(2023-01-01); ; ;