Sawmong, Sudaporn
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Item type:Publication, Factors influencing e-loyalty among Thai consumers in mobile food delivery applications(2023-01-01); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Exploring entrepreneurial capabilities and firm innovativeness to leverage financial technology start-up business performance(2025-12-01) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Integrated marketing communication model for creating brand loyalty to Japanese cars in Thailand(2018-10-01)Thailand automobile market has experienced growth for several years due to worldwide economic growth. The proposed policies present great opportunities for Japanese car companies who have such technologies and willing to invest in an emerging markets region. This research aimed to find the integrated marketing communication model for creating brand loyalty to Japanese cars in Thailand. The quantitative data was collected via questionnaire survey to 460 Japanese car customers in Thailand. The sampling method used the simple random sampling at the department of Land Transport, Bangkok, Thailand. The descriptive statistics applied in this research consist of mean average, percentage and frequency, whereas inferential statistics consisted of confirmatory factor analysis, path analysis and Structural Equation Modeling. The study found that the integrated marketing communication model for creating brand loyalty to Japanese cars in Thailand consisted of car factors, customer psychological factors, integrated marketing communication tools, and brand loyalty. The constructed model developed by this research is consistent with the empirical data and showed the ability to predict value perception to an acceptable degree with a multiple correlation's squares (R<sup>2</sup> of 87 %, GFI = 0.96, AGFI = 0.93, Chi-Square = 114.91, DF = 94, P-Value = 0.089, and RMSEA = 0.022. These finding were achieved through better understanding and addressing the Japanese car producer on integrated marketing communication model for creating brand loyalty in Thailand. The practical implication model has been suggested in this paper. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Exploring the adoption of photovoltaic cleaning robots: An institutional management approach(2024-09-01); There is increased adoption of renewable energy, particularly photovoltaic (PV), as a major source of clean and environmentally friendly energy. With the wide application of PV technologies, commonly called solar panels, their appropriate maintenance and cleaning are vital for optimum PV energy generation. The research focuses on exploring the various factors attributed to influence the want, intention and need to use PV panel cleaning robots in Thailand from an institutional management perspective. The study adopted the extended C-TAM-TPB by adding three more variables-Trust in technology, awareness of renewable energy, and environmental concern. A quantitative approach was used, where primary data was collected from PV institutional users. A population sample of 411 respondents was used. The confirmatory factor analysis (CFA) came in handy in evaluating the performance model, with the study's hypotheses being evaluated by the structural equation modeling (SEM). Results indicated that most of the subjective behaviors, perceived behavioral controls, and trust in technology played a key role in determining the intention and need to use solar panel cleaning robots. Perceived usefulness was found to have significant influence towards PV panel adoption. The influence of attitude was mediated by several factors – environmental concern, renewable energy awareness, trust in technology. The study recommended that the institutional users of solar panels should consider investing in knowledge regarding perceived behavioral control, developing confidence in the use of renewable and sustainable energy, and developing trust of the renewable and sustainable energy technologies. This could be achieved through programs such as public awareness, sharing accurate information regarding solar panel cleaning robots, and providing support and after sales support. Educational initiatives to change users' attitudes toward renewable energy technologies were recommended. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Factors affecting Thai consumers' online purchase intention toward organic foods for health benefits and convenience(2023-01-01); Ahadi, NavidrezaThis study aims to explore several factors influencing Thai consumers’ online purchase intentions through different purchasing phases. An expanded research model based on the theory of reasoned action was employed. The research used survey questionnaires to collect data from a sample of 400 online consumers to test the hypotheses and analyse the data. During data processing, the researchers used descriptive statistics to ascertain the sample size’s attributes. Additionally, a structural equation model was employed in this study to identify relationships between variables influencing consumer online purchase intention. The results confirm the relationship between variables and alignment with the hypothesis and theoretical framework. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, A study of rice mill innovation for using in household that effects the marketing mix satisfaction of farmers in Thailand(2022-05-01)Thailand is a major rice grower and one of the top rice exporters in the world. Thailand's rice is recognized globally for its quality and is in high demand in a large number of countries. Milling is a crucial step in the post-production of rice. The basic objective of a rice milling system is to remove the husk and the bran layers, to produce an edible, rice kernel that is free of impurities. This study focuses on the needs of the farmers to obtain the final product using rice mills as a household item with much-needed innovation. Innovation is defined as a new idea, method, or device. This research aims to develop innovative rice mills for rice farmers, and explores the satisfaction of innovation in rice mill, which is to be used in the households of Thai farmers, and its effect on customer satisfaction as per the 7Ps marketing mix. The instrument used in the survey questionnaire, which was tested by the evaluator, was accurate and had a Cronbach alpha coefficient reliability of 0.958. The statistics used in this study are descriptive statistics, which consist of frequency, percentage, average, and standard deviation. The inferential statistics to test the hypotheses were multiple regression analysis for testing product innovation factors (structure, application, quality, and value) that effect the marketing mix factors (7P's) satisfaction of farmers in Thailand. This research found that the most sought after features in innovative rice mill products for organic farmers are its size, mobility, and cost-effectiveness. It consisted of four innovation factors, which were structure, value, quality, and application. The research found that the farmers focus on the people (staff) most, followed by the product, process, physical evidence, price, place, and promotion, respectively, and that the innovation factor effect on 7P's marketing mixed satisfaction was structure, application, and value of innovation, except quality. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Empirical analysis of factors influencing student satisfaction with online learning systems during the COVID-19 pandemic in Thailand(2022-03-01) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, An analysis of competency, needs, and gap on Thai engineering capabilities within ASEAN(2018-01-01) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Exploring attitude and intention toward solar panel cleaning robots: Evidence from user insights(2024-06-01); There is a global trend towards adopting green energy, with solar energy being the primary source derived from solar panel technologies. Solar panels can generate enough power for general and household use. However, to effectively function and serve their purpose, they require regular cleaning and effective maintenance, and robotic cleaning is among the current applicable technologies. This research aims to determine the intention of using solar panel cleaning robots in Thailand for individual solar panel users. The study was hinged on the extended C-TAM-TPB model. The quantitative survey study design was employed using primary data collected from individual solar panel users in their households. 419 respondents were used to collect the data. The C-TAM-TPB model proposed using reliability, validity, and model fitness which employed confirmatory factor analysis (CFA). They adopted structural equation modeling (SEM) in the evaluation of the variables' relationships and study hypotheses. Subjective norms and trust in technology, individual control perception, and awareness of renewable energy significantly and positively affected behavioral intention to use solar panel cleaning robots as indicated by the study. Trust in technology, awareness of renewable energy, and environmental concerns were found to be pivotal mediators to the attitude effect on individual users' intention to act in using solar panel cleaning robots. The authors recommend that to improve the adoption of solar panel cleaning robots; the concerned stakeholders should consider, firstly, enhancing trust in the technology of these robots, which is crucial, focusing on aspects like reliability, privacy, security, and reputation. Secondly, considering the influence of subjective norms, including perceptions from family, friends, colleagues, and experts, is essential. Perceived behavioral control should also be a focal point, encompassing self-efficacy, resources, and complexity. Moreover, increasing awareness of renewable energy and environmental benefits is vital to encourage individual adoption. The research also recommended that to encourage the adoption and use of solar panel cleaning robots, the aspects that should be emphasized include subjective norm, perceived behavior control, trust in technology, and awareness of renewable energy.