Rojniruttikul, Nuttawut
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Rojniruttikul, Nuttawut
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Email
nuttawut.ro@kmitl.ac.th
4 results
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Item type:Publication, A Conceptual Framework for Mobile FinTech Adoption: Integrating TAM-TPB with Technology Readiness Index(2026-01-01); This study proposes a conceptual framework to examine the adoption of mobile financial technology (FinTech) by integrating the Technology Readiness Index (TRI) with a combined Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB). The framework investigates how technology readiness dimensions, which are optimism, innovativeness, discomfort, and insecurity, influence users’ perceptions of mobile FinTech in terms of perceived usefulness and perceived ease of use. These perceptions subsequently shape users’ attitudes toward using mobile FinTech, which, together with subjective norms and perceived behavioral control, drive the behavioral intention to adopt the technology. A quantitative survey will be conducted and analyzed using Structural Equation Modeling to evaluate how factors influence behavioral intention to adopt mobile financial technology within the integrated TAM, TPB, and TRI framework. Through this integrated approach, the study aims to provide empirical insights that underpin mobile FinTech adoption, enabling service providers and policymakers to design more effective strategies to enhance user acceptance and utilization of mobile FinTech services. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The mediating role of economic sustainability and crisis environment in the relationship between CSR initiatives and customer satisfaction(2026-01-01); This study examines how corporate social responsibility (CSR) initiatives relate to customer satisfaction in Myanmar’s private banking sector by testing economic sustainability and the crisis environment as proposed mediating mechanisms and the crisis environment as a moderating condition. Using a quantitative survey of private bank customers in Myanmar and structural equation modeling (SEM), the study evaluates direct, indirect, and moderating relationships. The findings show that CSR Initiatives significantly predict Economic Sustainability and Crisis Environment, indicating that CSR contributes to stability- and crisis-related perceptions within the banking context. However, CSR Initiatives do not have a significant direct effect on Customer Satisfaction, and the overall bootstrapped indirect effect is not statistically supported. In contrast, Crisis Environment has a positive and statistically significant direct effect on Customer Satisfaction (β = 0.116, p = 0.026). Moderation analysis further shows that Crisis Environment strengthens the relationship between CSR and Customer Satisfaction, although the interaction effect is small (β = 0.068). These results suggest that CSR is better understood as a context-sensitive signal than as a broad direct or mediated driver of customer satisfaction. The model explains a moderate proportion of variance in Customer Satisfaction (R<sup>2</sup> = 0.460), indicating that crisis-related perceptions play a more prominent role than CSR’s direct or indirect effects in shaping customer satisfaction in this setting. Overall, the study contributes to CSR research by showing that, in a volatile emerging-market context, CSR matters more under crisis conditions than as a general predictor of customer satisfaction. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Health consciousness technology innovation customer satisfaction customer expectation and purchase behavior of durian chips in Thailand digital age(2026-01-01); This study examines factors influencing consumers’ purchase behavior of durian chips in Thailand’s digital age. A quantitative research design was employed using a sample of 350 consumers in Chanthaburi province, selected through convenience sampling. Data were collected via a structured questionnaire and analyzed using descriptive statistics, correlation analysis, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The measurement and structural models demonstrated an acceptable fit to the data (χ<sup>2</sup>/df = 1.607, p = 0.004, AGFI = 0.950, RMSEA = 0.037). The results indicate that customer satisfaction plays a central role in shaping purchase behavior, exerting the strongest direct effect among the studied variables. Health consciousness and customer expectation significantly contribute to customer satisfaction, while their direct effects on purchase behavior are relatively weak. Technology innovation does not show a significant direct influence on purchase behavior and exhibits only a limited relationship with satisfaction, suggesting that technological features may function as baseline conditions rather than active purchase motivators in a mature digital environment. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Factors Influencing Rail Service Passenger Loyalty Among Older Thai Adults(2025-09-01); This study investigates the drivers of older adult loyalty (OAL) in Thailand’s rail passenger transport sector. Using structural equation modeling (SEM), data from 625 older rail passengers were analyzed to examine the direct and indirect pathways shaping loyalty. The results demonstrate that service innovation (SI) exerted the strongest overall effect on OAL, both directly and through its influence on service quality (SQ) and passenger satisfaction (PS). Interaction-oriented innovations and accessible delivery technologies emerged as particularly influential, highlighting the importance of human-centered innovation in aging societies. Perceived value (PV) also significantly predicted SQ, PS, and OAL, with price fairness, emotional reassurance, and reliability as key sub-dimensions. SQ was confirmed as a central mediator, translating SI and PV into satisfaction and loyalty outcomes, while PS, although significant, played a secondary role. The findings extend existing theories by demonstrating that innovation and value outweigh satisfaction as loyalty drivers in this context. They advance the SERVQUAL, Value–Attitude–Behavior, and Expectancy–Disconfirmation frameworks by showing that satisfaction is a necessary but insufficient condition for loyalty. The study emphasizes aligning innovation, value, and quality to build inclusive, sustainable loyalty strategies for older rail passengers.