Chaveesuk, Singha
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Item type:Publication, Testing and Measurement on Willingness to Use Augmented Reality, Virtual Reality, and AI-Enabled Checkouts(2022-01-01); Augmented Reality, Virtual Reality, and AI-Enabled Checkouts in several industries, including education, retail, etc. These technologies have shown an essential and highly important ability to provide customers with new innovative user experiences and interactions between humans and technology. This paper focuses on developing a tool including nine latent and 23 observed variables for an exam a conceptual framework of Willingness to Use Augmented Reality, Virtual Reality, and AI-Enabled Checkouts with Unified Theory of Acceptance and Use of Technology2, Expectation-Confirmation Model, Service Quality, and Personal Innovativeness. These findings will provide observed variables as a tool for exam insight into what affects customer willingness to use. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, A conceptual framework for better understanding of factors influencing accessibility to a website and its acceptance by university students with visual impairments(2017-07-01); Sathitwiriyawong, ChanboonInformation and communication technology have been developed and widely used nowadays. A good website should be readily accessible to every group of users. General users or users with disability should be able to access and understand the messages in a website equally well. However at the present, many people with visual impairment cannot access a website readily: They cannot search for information, in particular. Specifically, some university students in Thailand have problems accessing a website and understanding its content due to the website was developed by developers and associated personnel that lacked the knowledge and understanding of the principles that affect universal website accessibility and acceptance. This study, therefore, propose a conceptual framework based on the UTAUT theory of website acceptance. In addition to the main variables in the original theory which are applicable only to general users, two more main variables were included in this framework: Perceived convenience and perceived reliability. Two new moderators were added to it as well: web accessibility and vision impairment level. These extra variables and moderators were added in order to incorporate users' intention to use a website and their usage behavior in this framework. This framework would be of value to developers and associated personnel to help them understand the valid website design requirements for university students with visual impairment. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Factors influencing behavioral intention to use MOOCs for the Green Entrepreneurship Study: the testing and measurement of an instrument to measure the conceptual framework(2025-01-01) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Factors Affecting the Investment Behavior of Generation X and Generation Z(2026-01-01); While types of cohort generally build their different patterns of attitudes by certain conditioning forces—a social-economic-technical environment; this study tries to evaluate how two specific generations, namely X and Z, are always different from each other as far as the generational-determining forces are concerned into the investment behavior of these two groups. The qualitative study design involves the use of an item answering through set structured questionnaire items to measure the four latent variables out of the twenty-three items included. Three other well-known professionals validated the expert ratings concerning the perceived effectiveness of the questionnaires in that the item interrogated had Index of Item-Objective Congruency values above the requirement of 0.5. Through a pilot survey with a sample of 30 respondents, all constructs gave Cronbach's alpha coefficients over 0.7 with the use of the SPSS software program indicating that the degree of internal consistency and reliability of the research instrument was high in quality. Data resulted from SPSS analysis revealing a very high score in Cronbach’s alpha, exceeding 0.7 for all constructs that indicate internal consistency and reliability of the instrument. Therefore, understanding the factors that influence investment decisions across the two generations could well broaden and deepen the understanding of the currents that govern today’s financial behavior. - Some of the metrics are blocked by yourconsent settings
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, Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector(2024-09-01); 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. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Developing an Acceptance Model for Use with Online Video-Sharing Platforms(2021-06-25); Online video-sharing platforms have increased their popularity significantly in recent years. For example, YouTube has grown rapidly and become the most visited website in the world. Video-sharing platforms work by allowing users to provide content, view, subscribe, like, dislike and comment on the platform. They provide cost-saving, remote access, improved learning, stress relief, and available advantages 24 hours per day. This paper aimed to develop a conceptual framework to comprehend the acceptance to use video-sharing platforms and proposed a conceptual framework developed from a prior conceptual framework of UTAUT and IS Success model. A structural equation model was applied utilizing confirmatory factor analysis to validate the acceptance model towards an acceptance model for other technological platforms. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, How to Shift Consumer Willingness to Use the Emerging Technologies on Omnichannel(2022-01-01); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, USE OF ENTERPRISE RESOURCE PLANNING (ERP) SYSTEM IN CHINESE SMALL AND MEDIUM ENTERPRISES (SMES)(2024-01-01); Major organizations are maturing and have extensively used Enterprise Resource Planning (ERP) System systems. However, due to intense rivalry, China's small and medium enterprises (SMEs) have not yet implemented ERP systems. Therefore, the study aimed to test a model for the use of ERP System in Chinese SMEs. Using cross-sectional research design and purposive sampling technique data were collected from 660 Chinese SMEs ERP users. The SEM analysis results show that organizational, environmental, and service quality factors have a positive and significant impact on ERP usage in Chinese SMEs, while system and information quality also positively influence both ERP usage and user satisfaction. Task-technology fit, driven by task characteristics, has a positive effect on ERP usage, and human self-efficacy contributes positively to both ERP usage and user satisfaction. Additionally, ERP usage and user satisfaction both have a positive and significant impact on SME performance. These findings suggested that SMEs in China should focus on the enhancement of ERP-related factors to increase ERP adoption. Additionally, improving system and information quality, alongside fostering user confidence, can significantly enhance both ERP usage and performance.