Chaveesuk, Singha

Preferred name

Chaveesuk, Singha

Main Affiliation

KMITL Business School

singha.ch@kmitl.ac.th

Now showing 1 - 10 of 22

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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)
Sirikitsathian, Phatthanan
;
Chaveesuk, Singha
;
Sathitwiriyawong, Chanboon
Information 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.
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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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An integrated model of customer loyalty in automobile insurance in Thailand
(2019-01-01)
Meeboonsalang, Wanngam
;
Chaveesuk, Singha
Factors influencing customer loyalty toward automobile insurance companies in Thailand were examined, and a structural equation model of variables was analyzed. A questionnaire was employed to gather primary data. Survey participants included 549 customers of automobile insurance companies in Thailand derived from multi-stage sampling. Data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM). Findings revealed that service quality, brand image, and customer commitment had a positive impact on customer loyalty, with perceived value and customer trust showing a negative impact. Service quality had a strong impact on customer satisfaction, which had no direct effect on customer loyalty. Perceived value could lead to customer satisfaction. No relationship was found between the brand image and customer satisfaction.
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Mobile technology acceptance for library information service: A theoretical model
(2013-01-01)
Vongjaturapat, Sununthar
;
Chaveesuk, Singha
The rapid growth of mobile technology provides a great potential to support users to work in a dynamic mobile environment. Research findings indicate that students expect to access their institutes' service from their handheld devices. To cope with this trend, this paper aims to propose a theoretical model for academic institutes and service providers by addressing the following question: What are the key determinant factors for the mobile technology acceptance in using library information services? How to integrate between patron' perspective and technical perspective in the process of mobile technology acceptance in library context? While the Venketesh (2012), UTAUT2 model helps understanding and predicting the drivers of acceptance of new information technologies by consumers, the Goodhue (1995), task-technology fit model helps explaining how technology leads to the impact of user involvement on performance when technology provides features and support that fit the requirement of a task. Adapting the UTAUT2 model requires re-specification to suit a specific information system. The re-specific model introduces new constructs and new measuring instruments. New constructs will add to the UTAUT2 model as well as including integration variables namely technology characteristics and task characteristics. The research includes both exploratory and quantitative techniques. The structural equation model will be used for data analysis. The contribution of the model is a design guideline for the mobile technology function that is consistent with the library context. © 2013 Infonomics Society.
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The acceptance model of M-payment using smartphone devices in Thailand: A conceptual framework
(2018-01-01)
Nakwari, Parisgawin
;
Kreesuradej, Worapoj
;
Chaveesuk, Singha
In this paper, we have proposed the M-payment method using the smartphone applications, 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 extended theory that can be more appropriate for the consumers. The UTAUT2 extended theory is integrated with the service quality, which can be used to examine the acceptance potential of the M-Payment user by smartphone devices. The outcomes of this study will benefit the financial industry in their effort to initiate an extensive online-payment process in all users, especially, in Thailand.
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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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The acceptance model of a national e-payment in Thailand: Conceptual framework
(2017-01-01)
Chaluay, Patawee
;
Chaveesuk, Singha
;
Pantuwong, Natapon
The rapid growth of technology allows people to connect easier also through electronic commerce (e-Commerce). E-Commerce provides a great potential to support the user for trading in products or services with computer networks. Electronic payment (e-Payment) was developed to facilitate e-Commerce transactions. In recent years, the government has been trying to push a national e-Payment system in Thailand to aid economic development. This research will investigate the user's willingness to use a national e-Payment system in Thailand. The proposed model was developed by integrating the unified theory of acceptance and use of technology (UTAUT) with the task technology fit model (TTF) and Initial trust model (ITM). The contribution of this model will be used to examine the acceptance potential of the national e-payment user in Thailand.
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The Consumer Trust Influencing Intention to Use Electronic Wallet in Thailand
(2019-10-01)
Nookhao, Saowakhon
;
Chaveesuk, Singha
The intense competition of globalization and the advancement of technology cause the business sector to adjust and expand into digital business. In addition, the consumer behavior has also changed such as using a smartphone as a part of life and financial transactions. Using of electronic wallets is a new technology that has been popular for consumers for conducting financial transactions via smartphones. The objective of the research is to develop structural model of consumer trust to intention to use electronic wallet. It is also studied the factors that influence consumer trust and intention to use electronic wallet. It was found that consumer trust in electronic wallet is caused by 3 aspects; 1) Information quality which has four attributes (Accuracy, Completeness, Relevance, and Up-to-date) 2) System quality which has four attributes (Ease of use, Availability, Reliability, and User-friendly) and 3) Service quality which has three attributes (Assurance, Responsiveness, and Empathy). It was also found that consumer trust will affect the satisfaction and intention to use electronic wallet of consumers.

Chaveesuk, Singha

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