Chaiyasoonthorn, Wornchanok

Preferred name

Alternative Name

Chaiyasoonthorn, Womchanok

Main Affiliation

KMITL Business School

wornchanok.ch@kmitl.ac.th

Now showing 1 - 10 of 15

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The acceptance of social network: The role of status seeking on TAM
(2017-08-08)
Chaiyasoonthorn, Wornchanok
;
Suksa-Ngiam, Watanyoo
online 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.
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Success of smart cities development with community’s acceptance of new technologies: Thailand perspective
(2019-08-23)
Chaiyasoonthorn, Wornchanok
;
Khalid, Bilal
;
Chaveesuk, Singha
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.
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Decision Making in Selecting Mobile Payment Systems
(2019-01-01)
Chaiyasoonthorn, Wornchanok
Thailand is transforming its economy into a digital economy.Mobile payment (m-payment) is a core technology that helps the country phasesfrom the manufacturing-based economy into the digital economy. However, aquestion remains what factors influencing people to adopt mobile payment. Littleliterature focuses on users in Thailand. This study aims to determine factorsassociating with the decision-making process in selecting m-payment systemsof respondents in Bangkok. The study addresses a research question. What dofactors segregate m-payment adoption? 820 respondents were asked by using aquestionnaire. Employment of confirmatory factor analysis (CFA) developedthe measurement showing acceptable validity and reliability. The study usesmultinomial logistic regression to classify Technology Choices (TCs). The resultsshow low values of Pseudo R-Square, indicating that there is a lack ofpractical variables. Discussions and suggestions are addressed in this research
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The adoption of social media by Thai university students: Multiple group moderating effects
(2015-01-01)
Suksa-ngiam, Watanyoo
;
Chaiyasoonthorn, Wornchanok
The purposes of this research are to explain why Thai university students use social media and how differences between groups of respondents moderate the structure of relationships. Four core latent constructs were investigated in this study: behavioural intention (BI), subjective norms (SN), perceived ease of use (PEOU), and perceived usefulness (PU). Two moderating variables, gender and age, were employed to answer the research questions. Respondents (n = 600) in three universities in Bangkok, Thailand, were selected and Structural Equation Modelling (SEM) was employed to analyse the data. The results show that behavioural intention is influenced by perceived ease of use, subjective norm, and perceived usefulness respectively. Perceived usefulness is also influenced by perceived ease of use. Moreover, our study affirms that the path from subjective norm to behavioural intention is moderated by age. This path is stronger for older people than for younger people. Discussions, limitations, and recommendations for future research are addressed.
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Satisfaction ofworking people in Thailand in their usage of cloud storage systems
(2018-09-22)
Chaiyasoonthorn, Wornchanok
;
Najantong, Kulapa
;
Chaveesuk, Singha
The purpose of this research was to investigate Satisfaction of working people in Thailand in their usage of cloud storage systems. The theories that this study was based on are Technology Acceptance Model 3 or TAM3, Unified Theory of Acceptance and Use of Technology Model or UTAUT and Service satisfaction. The sample group consisted of 400 working people in the central region of Thailand. Five hypotheses were formulated and tested by multiple linear regression statistic. Briefly, it was found that all of the four independent variables featured in the hypotheses: Perceived Usefulness, Perceived Ease of Use, Social Influence and Experience influent were significant to user satisfaction in terms of equitable service and progressive service. Some of the above independent variables also influenced user satisfaction in terms of timely service, ample service, and continuous service. The independent factor that did not influence user satisfaction in terms of timely service was Social Influence while the factor that did not do so in terms of ample service and continuous service was Perceived Usefulness.
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Understanding the model of user satisfaction in using cloud storage systems of employees in Thailand: A conceptual framework
(2018-06-15)
Najantong, Kulapa
;
Chaveesuk, Singha
;
Chaiyasoonthorn, Wornchanok
The use of cloud storage technology has been dramatically increased in Thailand especially for most working people. Satisfaction in using cloud storage systems (e.g., for storing and retrieving information) is one of users' criteria for making a decision to use them. The purpose of this study is to develop a model of User Satisfaction of working people in Thailand in order to define relevant factors that affect their use of cloud storage systems. This conceptual framework is based on a technology acceptance theory (TAM3) that considers perceived usefulness and perceived ease of use and on a Unified Theory of Acceptance and Use of Technology (UTAUT2) that considers social influence and user's experience that affect user's satisfaction. In this model, the following service aspects of Cloud storage systems which have been taken from a service satisfaction research are defined as dependent variables: equitable service, timely service, ample service, continuous service and progressive service.
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Cloud computing classroom acceptance model in Thailand higher education’s institutes: A conceptual framework
(2018-09-22)
Chaveesuk, Singha
;
Wutthirong, Phayat
;
Chaiyasoonthorn, Wornchanok
In the era of digitization, higher education institutes and universities are strengthening to provide a new way of virtual technologies and electronics for learning and teaching. Cloud computing technology is currently considered to become an integral part of the educational experience and will have a significant impact on the learning environment. This innovative technology has been applied to cloud-computing learning system and has facilitated the development of cloud computing for classrooms. With the development of the cloud computing classrooms, improving students’ attitudes is quite significant to adopt and use cloud computing classroom, however, student behavioral intention using cloud computing remains unclear among higher education institutions in Thailand. Limited studies integrating and analyzing factors influencing user acceptance of cloud computing classroom in higher education are investigated for guiding in students’ adoption decision. Thus, this study review significant factors that could affect user acceptance of cloud computing classroom and develop a conceptual framework of cloud computing classroom acceptance model in higher education’s institutions in Thailand. A conceptual framework developed is theoretically based on Technology Acceptance Model (TAM) and Service and System Quality (SSQ). This framework provides a comprehensive understanding of the potential factors influencing the students’ behavioral intention and the use of cloud computing classrooms.
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Users' acceptance of online literature databases in a Thai university: A test of UTAUT2
(2018-01-01)
Chaiyasoonthorn, Wornchanok
;
Suksa-Ngiam, Watanyoo
Online literature databases are important for higher education and research organizations since they represent a vast collection of academic literature that researchers can utilize and review previous research conducted so far. The study aims to test a theory explaining what drive research students adopt online academic literature databases. Unified Theory of Acceptance and Use of Technology 2 (Venkatesh, Thong, & Xu, 2012) is a new theory in Information Systems that should be tested in a different circumstance. The study surveyed 614 respondents in a Thai university. The data are analysed using structural equation modelling (SEM). The results show that behavioral intention and facilitating conditions did not influence use behavior where as other paths suggested by UTAUT2 are still significant. However, only gender moderates the path from facilitating conditions to behavioral intention. The order moderators did not moderate the path suggested by the theory.
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The acceptance model toward cashless society in Thailand
(2019-08-23)
Chaveesuk, Singha
;
Vanitchatchavan, Prachuab
;
Wutthirong, Phayat
;
Nakwari, Parisgawin
;
Jaikua, Mathin
The rapid growth of technology allows Thailand into a cashless society in the future. In this study, we have proposed the cashless society acceptance in Thailand, from which all electronic transactions such as purchasing, sales, and the provision of other financial services can be applied. This is the investigation of the UTAUT2 theory that can be more appropriate for the consumers. The UTAUT2 theory is integrated with the service quality (trust and application design), which can be used to examine the acceptance potential of the cashless society acceptance in Thailand. The outcomes of this study will benefit the financial industry in their effort to initiate an extensive online-transactions process in all users, especially in Thailand.
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Emergence of new business environment with big data and artificial intelligence
(2019-08-23)
Chaveesuk, Singha
;
Khalid, Bilal
;
Chaiyasoonthorn, Wornchanok
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.

Chaiyasoonthorn, Wornchanok

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