Chaiyasoonthorn, Wornchanok

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Chaiyasoonthorn, Wornchanok
Alternative Name
Chaiyasoonthorn, Womchanok
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Email
wornchanok.ch@kmitl.ac.th

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    Item type:Publication,
    How to Shift Consumer Willingness to Use the Emerging Technologies on Omnichannel
    (2022-01-01)
    Junsawang, Sunisa
    ;
    Chaiyasoonthorn, Wornchanok
    ;
    Urbański, Mariusz
    ;
    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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    Item type:Publication,
    The Mobile Payment Application Acceptance Model of China: on the Basis of S-O-R Theory
    (2023-10-27)
    Chen, Shulan
    ;
    Chaveesuk, Singha
    ;
    Ramadhana, Arga
    ;
    Chaiyasoonthorn, Wornchanok
    With the rapid increase in the scale of mobile terminal equipment, the continuous expansion of mobile data traffic and the growth of Chinese residents' consumer demand, these factors have promoted the development of China's mobile e-commerce. Payment methods are a key component of mobile e-commerce, while traditional paper money transactions show increasingly prominent shortcomings in mobile electronic payments. In such a context, mobile payment emerged naturally. Mobile payment is convenient, fast and cashless. Mobile payment has changed the payment habits of Chinese paper currency transactions. Especially during the period from 2020 to 2022, the outbreak of the COVID-19 has promoted cashless mobile payment to become the preferred payment method of the Chinese people. Among the Chinese mobile payment market, there are many kinds of mobile payment apps. For example, the People's Bank of China is testing a digital RMB application. In April 2022, Huawei Pay officially started operation. In addition, China has introduced a highly standardized system for mobile payments. With the increasing number of mobile payment applications and the introduction of a high standardization system for mobile payment, the competition in China's mobile payment market is increasingly fierce. Under the premise of complying with China's mobile payment standardization system, how can China's mobile payment operators retain and expand users in the fierce payment market? How do China's mobile payment operators survive and develop in the fiercely competitive environment? These are the issues that China's mobile payment operators focus on. Therefore, it is a very meaningful topic to study the influencing factors of China's mobile payment APP users' willingness to use.