Chaveesuk, Singha
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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, 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, 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. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, COVID-19 PANDEMIC AND LECTURERS INTENTION TO USE LEARNING MANAGEMENT SYSTEM (LMS)(2022-01-01); Dechaprasert, PaweensudaThis study aims to analyse lecturer intention to use the Learning Management System (LMS) in Thailand's Higher Education (HE) establishments. By using the Technology Acceptance Model (TAM) and conducting a survey of lecturers at ten universities, a total of 396 responses have been analysed, using Partial Least Square Structural Equation Modelling. The results show that User-Interface Design was what made the most decisive impact on intention to use LMS. They also show that Perceived Ease Of Use, Perceived Usefulness, and Perceived Interaction are important mediators in the extended TAM model. The research also proved that Perceived Self-Efficacy, User-Interface Design, and Perceived Interaction are essential constructs of the TAM model. The study recommends that in order to improve lecturer-student interaction in the LMS, policymakers should improve the system's interface design. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, An integrated model of customer loyalty in automobile insurance in Thailand(2019-01-01) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, 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); ; 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. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, 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) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, EMERGING TRENDS AND ORGANIZATIONAL DRIVERS OF METAVERSE ADOPTION FOR REMOTE WORK: QUANTITATIVE INSIGHTS FROM THE FMCG INDUSTRY(2024-06-24); ; ; 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. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Sustainability of Rubber Farmers Cooperatives: Empirical Evaluation of Determining Factors(2022-01-01); 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.