Rojniruttikul, Nuttawut
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Rojniruttikul, Nuttawut
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nuttawut.ro@kmitl.ac.th
4 results
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Item type:Publication, Impact of human resource training on supply chain efficiency in Guiyang’s enterprises: a structural equation modelling (SEM) analysis(2026-03-01); This study investigates the impact of human resource (HR) training on supply chain efficiency (SCE) among enterprises in Guiyang, China. A quantitative approach was used to analyse data from 316 respondents across ten key industrial sectors. Structural equation modelling (SEM) was applied to analyse the relationships between HR training, organisational culture, technological adaptability, and supply chain efficiency. The measurement model demonstrated adequate convergent validity (average variance extracted > 0.50) and internal consistency (composite reliability > 0.70). Discriminant validity was confirmed through the Fornell-Larcker criterion and HTMT ratio (< 0.85). The structural model revealed a positive influence of HR training on organisational culture (β = 0.664, p < 0.01), technological adaptability (β = 0.399, p < 0.01), and SCE made directly (β = 0.262, p < 0.05) and indirectly through organisational culture and technological adaptability (β = 0.272, p < 0.05). The model fit indices (χ<sup>2</sup>/df = 1.295; CFI = 0.984; TLI = 0.976; RMSEA = 0.031) confirmed its robustness. The findings suggest that HR training enhances SCE by improving employee skills, fostering technological integration, and cultivating an adaptive organisational culture. This research contributes to the theoretical understanding of HR development in supply chain management. It provides policymakers and business leaders with practical insights on leveraging workforce training as a strategic tool to enhance supply chain performance in regions such as Guiyang. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Enhancing Supply Chain Efficiency through HR Training: The Role of Technological Adaptability as a Mediator(2025-01-01); In today's rapidly evolving business landscape, the interplay between human resource (HR) training, technological adaptability, and supply chain efficiency is paramount for organizational success. This study investigates these relationships by comprehensively analyzing existing literature and empirical data. Drawing on a documentary review methodology, the study synthesizes findings from academic journals, books, and conference proceedings to examine the impact of HR training on technological adaptability and supply chain efficiency. The results reveal significant positive correlations between HR training, technological adaptability, and supply chain efficiency, highlighting the critical role of HR training programs in fostering a technologically adaptable workforce and enhancing supply chain performance. Furthermore, mediation analysis suggests that technological adaptability partially mediates the relationship between HR training and supply chain efficiency, emphasizing the interconnectedness of these variables. The implications of these findings for policy formulation, educational enhancement, and entrepreneurial development are discussed, along with practical applications for business professionals and policymakers to enhance supply chain efficiency. Future research directions are also provided to advance our understanding of HR training's influence on supply chain dynamics in today's digital age. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Influence of Social Media on Consumers' Green Purchase Intention of Air Conditioners: The Mediating Role of Behavioral Attitude(2025-01-01); This study explores the factors influencing green purchase intentions among Chinese consumers in the context of air conditioners, focusing on the roles of behavioral attitudes and social media. The research examines three key hypotheses: the relationship between favorable behavioral attitudes and green purchase intentions, the influence of social media on shaping these attitudes, and the mediating role of social media in enhancing green purchase intentions. The findings support all three hypotheses, demonstrating a significant positive relationship between behavioral attitudes and green purchase intentions, a strong influence of social media on shaping favorable attitudes, and the mediating effect of social media in amplifying these attitudes' impact on purchase intentions. These results underscore the importance of leveraging social media for effective marketing strategies and fostering positive behavioral attitudes to promote environmentally friendly products. The study offers practical implications for businesses and policymakers aiming to enhance consumer engagement and drive green purchases. Future research directions include longitudinal studies, cross-cultural comparisons, and investigations into emerging technologies' impact on consumer behavior. This research contributes to the growing body of knowledge on digital consumer behavior and provides actionable insights for optimizing marketing strategies in the digital age. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Exploring the Impact of Digital Platform on Energy-Efficient Consumption Behavior: A Multi-Group Analysis of Air Conditioning Purchase in China Using the Extended TPB Model(2025-06-01); Energy-efficient consumption has become a strategic priority to mitigate global climate change and enhance national energy security. While social media has reshaped online consumption behavior, the mechanisms through which these digital platforms influence energy-efficient purchasing remain underexplored. This study extends the Theory of Planned Behavior (TPB) by integrating price perception variables and applies multi-group structural equation modeling to examine how social media shapes Chinese consumers’ intentions to purchase energy-efficient air conditioning. The results show that (1) social media exposure strengthens energy-efficient purchasing intentions indirectly via behavioral attitude, subjective norm, and perceived behavioral control; (2) price perception is negatively associated with purchase intention; and (3) these effects vary by age cohort, gender, and income—Generation Z and female consumers are more susceptible to social media influence, while low-income groups exhibit heightened price sensitivity. These findings advance TPB theory and offer guidance for digital platform policies aimed at promoting energy-efficient consumption.