Chaiyasoonthorn, Wornchanok

Preferred name

Alternative Name

Chaiyasoonthorn, Womchanok

Main Affiliation

KMITL Business School

wornchanok.ch@kmitl.ac.th

Now showing 1 - 10 of 34

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Comparative analysis of variables that influence behavioral intention to use MOOCs
(2022-04-01)
Chaveesuk, Singha
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Khalid, Bilal
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Bsoul-Kopowska, Magdalena
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Rostanska, Eugenia
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Chaiyasoonthorn, Wornchanok
The purpose of this research was to investigate the key factors that influence behavioral intention to adopt MOOCs. The study was conducted in three countries namely, Poland, Thailand, and Pakistan. The study was considered significant considering the advancements in technology that have had an unprecedented impact on education, and the need to conduct learning online due to the COVID-19 to pandemics. The research adopted the Unified Theory of Acceptance and Use of Technology (UTAUT2) and extended it by including other variables including culture, social distancing, and absorptive capacity. The study was conducted using the quantitative methodology, where the data was collected using a structured questionnaire. The data was collected from a sample from each of the three countries, and sample sizes were 455, 490, and 513 for Poland, Thailand, and Pakistan respectively. The data were analyzed using Structural Equation Modeling (SEM) and multi-group SEM analysis. The results of the study indicated that effort expectancy and culture significantly and positively influenced behavioral intention to use MOOCs in all three countries. As well, absorptive capacity is mediated significantly by performance expectancy and effort expectancy. Facilitating conditions have a significant influence on MOOCs in both Thailand and Pakistan. Social influence has a significant influence on behavioral intention to use MOOCs in Thailand, hedonic motivation and price value have a significant influence on behavioral intention to use MOOCs in Poland, and the habit has a significant factor in Pakistan. The keys aspects influencing behavioral intention to Use MOOCs were different in Poland, Thailand, and Pakistan, in various factors which are performance expectancy, social distancing, price value, facilitating conditions, and social influence. The research recommended that it is important to evaluate the situation and prevailing conditions of the concerned country, before implementing the MOOCs and the associated online learning practices.
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Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector
(2024-09-01)
Yang, Gu
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Chaiyasoonthorn, Wornchanok
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Chaveesuk, Singha
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.
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How to Shift Consumer Willingness to Use the Emerging Technologies on Omnichannel
(2022-01-01)
Junsawang, Sunisa
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Chaiyasoonthorn, Wornchanok
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Urbański, Mariusz
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Chaveesuk, Singha
This paper examines factors that show how to shift consumer willingness to use emerging technologies on omnichannel. The goal was to understand what parameters influence consumer tendency to adopt developing technologies on Omnichannel. The study was motivated by a desire to better understand the challenges that emerging technologies face, as they are not widely used due to concerns about operability, safety, and privacy, in contrast to established technologies. The study utilized UTAUT2 and ECM Models to create a triangulation model. Furthermore, the study used empirical data to develop 11 hypotheses, nine constructs, and one moderating factor by Structural Equation Modeling (SEM). The study was a quantitative survey using both online and offline shoppers in Thailand. A structured questionnaire was used to obtain primary data from a sample size of 520 people between May 12 and August 15, 2021. The result indicated that all the hypotheses were supported, and the variables were seen to have direct and indirect influences on the acceptance model. Finally, this paper proposes that combining the Unified Theory of Acceptance and Use of Technology, Expectation-Confirmation Model, Service Quality, and Personal Innovativeness would allow for a better understanding of factors of Willingness to Use Emerging Technologies.
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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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Driving financial results is not the only priority! An exploration of the future role of chief financial officer: a grounded theory approach
(2024-04-25)
Chatpibal, Manoj
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Chaiyasoonthorn, Wornchanok
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Chaveesuk, Singha
Purpose: This study aims to develop a conceptual framework for the role of chief financial officer (CFO) in an ever-changing environment. As previous research focused on responding to specific crises, there have been theoretical and practical gaps in the role of CFO. The study's goal is to fill a critical gap by developing a comprehensive and integrated set of roles to assist the CFO in a constantly changing environment. Design/methodology/approach: Using a grounded theory approach, semi-structured interviews and observations were conducted with 21 CFOs from various industries in Thailand, including foreign multinational corporations and domestic companies with international operations. CFOs were asked how they frame their roles in the face of an ever-changing environment and how they prepare for the future. Findings: The iCFO model is developed, which identifies the critical “core” roles of the CFO in securing the business foundation, as well as the “future opportunities” roles that function as growth engines for long-term business strength. The research delves into the importance of integrity, ethical mindset and corporate governance in the role of the CFO. The iCFO model is designed to help guide future research and provide practical applications for CFOs in both domestic and international contexts. The term “core” refers to the CFO’s primary responsibilities, which include driving profitability, managing risks and optimizing business performance. The “future opportunities” component focuses on the roles that CFOs can play in strengthening the future of business by optimizing investment efficiency, driving digital transformation and being the CEO’s business partner. The findings also emphasized “integrity,” which must encompass all decisions, actions or recommendations made by the CFO. Originality/value: The study offers unique perspectives on an emerging economy, providing new insights. Through interviews with 21 CFOs, it contributes empirical evidence on the development of roles in accounting and finance, emphasizing good governance practices. The findings highlight the integrated role of the CFO and their self-reflection on their value within the company. Significantly, the study's implications are relevant and applicable to a global audience, particularly in developing economies that prioritize growth. Future studies could incorporate integrated thinking into the iCFO model to address social, environmental and economic factors, making it more universally relevant. Additionally, exploring the adoption of the chief value officer context in developing markets could enable CFOs to expand their focus beyond financial metrics, embracing a comprehensive approach to value creation. By integrating these concepts into the iCFO model, CFOs can effectively drive sustainable and impactful business outcomes on a global scale.
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The adoption of social media by Thai university students: Multiple group moderating effects
(2015-01-01)
Suksa-ngiam, Watanyoo
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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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Retailers, don't ignore me on social media! The importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heel
(2023-05-01)
Gutierrez, Anabel
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Punjaisri, Khanyapuss
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Desai, Bhavini
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Syed Alwi, Sharifah Faridah
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O'Leary, Simon
Effective interactions are essential for retail brands to progressively nudge consumers towards purchase. While social media provides the platform for brands to directly connect with consumers, it is critical that brands take privacy concerns seriously. This paper address common questions retailers ask: How do brands develop effective interactions with consumers on social media? Do consumer-brand interactions impact purchase intention? Does privacy matter? Through 541 UK participant responses and using social exchange theory, this research examines consumer-brand interactions on social media, focusing on how social media activities, attitudes towards social media advertising, and privacy, impact upon purchase intention. Our results show that brands must establish strong relationships through high-quality consumer-brand interactions to significantly raise purchase intentions, while also carefully managing consumers' privacy expectations. Effective privacy management positively mediates the link between social media and purchase intention but ignore privacy, and it becomes the Achilles heel of the relationship.
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EMERGING TRENDS AND ORGANIZATIONAL DRIVERS OF METAVERSE ADOPTION FOR REMOTE WORK: QUANTITATIVE INSIGHTS FROM THE FMCG INDUSTRY
(2024-06-24)
Chaiyasoonthorn, Wornchanok
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Sombat, Paneepan
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Chatpibal, Manoj
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Chaveesuk, Singha
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.
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Sustainability of Rubber Farmers Cooperatives: Empirical Evaluation of Determining Factors
(2022-01-01)
Nuanphromsakul, Kajohnjak
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Szczepańska-Woszczyna, Katarzyna
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Kot, Sebastian
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Chaveesuk, Singha
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Chaiyasoonthorn, Wornchanok
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.
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Impact of charging infrastructure on willingness to pay for EV: Mediating role of driving experience and behavior intentions
(2025-04-01)
Ahmad, Sheraz
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Chaveesuk, Singha
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Chaiyasoonthorn, Wornchanok
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.

Chaiyasoonthorn, Wornchanok

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