Rojniruttikul, Nuttawut

Preferred name

Main Affiliation

KMITL Business School

nuttawut.ro@kmitl.ac.th

Now showing 1 - 10 of 40

Some of the metrics are blocked by your
consent settings
The Impact of the Forward-Looking Strategy on the Sustainable Development of Enterprises Under the Background of Digital Economy—Based on Dynamic Regulation
(2025-01-01)
Zeng, Xiao
;
Rojniruttikul, Nuttawut
In recent years, sustainable entrepreneurship has emerged as a dynamic field, driving innovative solutions to environmental, social, and financial issues, as evidenced by the improvement of income systems. The purpose of this study is to explore the impact of the forward-looking strategy on enterprise performance so as to ensure that enterprises can maintain the ability of sustainable development. Foresight can promote the enhancement of sustainable development. Therefore, the current research mainly determines that forward-looking strategies will ultimately affect the performance of enterprises through the impact on their own dynamic capabilities. Through the empirical investigation of 125 enterprises, the corresponding research data are obtained. The results show that the forward-looking strategy has a positive impact on enterprise performance, while enterprise dynamic capability, as an intermediary variable, has a positive impact between the forward-looking strategy and enterprise performance. This research introduces market dynamic capability as a moderating variable to explore whether forward-looking strategies can adapt to changes in the external market environment. Structural equation modeling (SEM) is used to examine the complex relationships between multiple independent and dependent variables of forward-looking strategies and dynamic capabilities, including the impact of latent variables. Under the background of digital economy, digital technology gradually infiltrates the operation of enterprises and plays a vital role in enterprise performance. Digital transformation has become a realistic need for enterprises to respond to changes in the market environment and seek development. The forward-looking strategy has brought new opportunities to solve this problem. The core of the forward-looking strategy lies in “forward thinking” and “pioneering intention”. It not only emphasizes the ability to predict and identify potential opportunity windows in uncertain environments but also pays attention to the cultivation of enterprise resilience and openness to maintaining sustainable competitive advantage. Its foresight can build dynamic capabilities and ensure the sustainable development ability of enterprises through continuous insight into market information and technology resources, such as opportunity recognition perception, knowledge absorption and transformation, resource replacement and innovation, organizational change, and reconstruction.
Some of the metrics are blocked by your
consent settings
Enhancing Online Customer Engagement for Zhang Yiyuan Tea Products: An Analysis of Convenience, User-Friendliness, Customer Support, and Security Assurance in the Online Purchase Process
(2023-08-25)
Zhao, Haoran
;
Rojniruttikul, Nuttawut
This research study investigates the determinants of online customer engagement for Zhang Yiyuan tea products within the e-commerce context. The primary objective is to gain an in-depth understanding of how various factors, namely convenience of online purchase, user-friendliness of the online platform, customer support, and security and privacy assurance, influence online customer engagement. Utilizing a quantitative research approach, the study collected data from 385 respondents who have prior experience with online purchases of Zhang Yiyuan tea products, employing convenience sampling to select customers. The findings reveal significant associations between the convenience of online purchase and customer engagement, underscoring the importance of efficient and seamless purchasing experiences. Additionally, the study highlights the pivotal role played by the user-friendliness of the online platform, as customers exhibit stronger engagement tendencies towards platforms that offer intuitive navigation and aesthetic appeal. Furthermore, responsive and reliable customer support emerges as a crucial factor in positively influencing customer engagement, highlighting the value of proactive assistance and issue resolution. Moreover, the study underscores the critical significance of customers' trust in the security and privacy of their personal information during online transactions, as it substantially impacts their engagement with the brand. The implementation of robust data protection measures and transparent communication regarding security protocols is paramount in fostering a sense of trust and bolstering continued engagement. In overall, the research emphasizes the key determinants that drive online customer engagement for Zhang Yiyuan tea and underscores the necessity for the company to prioritize enhancing its online platform and customer support services. By heeding the recommendations stemming from the research findings, Zhang Yiyuan can cultivate stronger customer relationships, foster brand loyalty, and capitalize on the opportunities presented by the digital marketplace.
Some of the metrics are blocked by your
consent settings
Business Case Study: Antecedents of User Satisfaction with Huawei Mobile Phones
(2025-01-01)
Du, Miao
;
Rojniruttikul, Nuttawut
This research examines the antecedents of user satisfaction with Huawei mobile phones, with a particular emphasis on critical factors such as product pricing, quality, service, data privacy, and user experience. Employing a convenience sampling method, the study encompasses a sample size of 385 actively engaged Huawei phone users. The research instrument utilized is a structured questionnaire, and the analysis employs multiple linear regression to unveil the nuanced relationships between these factors and user satisfaction. Within the context of product pricing, this research underscores the pivotal role of user perceptions in evaluating the equilibrium between phone performance and price. Additionally, it critically assesses the impact of Huawei's promotional and discount strategies during sales, elucidating their significance in users' purchasing decisions and subsequent satisfaction. While user surveys demonstrate commendable satisfaction with product quality, the study urges caution concerning potential variations across diverse product lines. Positive feedback on service and after-sales service is duly acknowledged, alongside identified opportunities for optimization. The research recognizes the paramount importance of data privacy and protection in shaping user satisfaction, emphasizing the imperative of continuous attention to evolving user expectations. These findings contribute significantly to the nuanced understanding of user satisfaction dynamics, offering actionable insights for strategic decision-making at Huawei.
Some of the metrics are blocked by your
consent settings
The Projection of Thai Manufacturing Export in the Bayesian VAR Model
(2022-08-07)
Rojniruttikul, Nuttawut
;
Vajrapatkul, Adirek
This research aims to study the effects of manufacturing value-added, consumer price index, and exchange rate on manufacturing exports in the context of Thailand by utilizing the Bayesian Vector Autoregression (BVAR) model with the annual modified data from 1960 to 2019. This model shows the interactions between these four variables and the forecast result. It was revealed that the effect of the exchange rate can pass through the consumer price index, which further affects manufacturing exports. According to the research results, government authorities should pay attention to domestic price control by controlling the general price level by indirectly controlling the exchange rate, which passes through its effect on domestic prices, and directly controlling domestic prices via monetary and fiscal policy. In addition, manufacturers should pay attention to the reduction of the production cost by investing in modern technology and reducing the per unit cost, which leads to a price reduction.
Some of the metrics are blocked by your
consent settings
Determinants of tea planters' purchasing behavior of planting insurance: SEM analysis
(2025-05-01)
Xu, Zhenhua
;
Rojniruttikul, Nuttawut
This study explores the influence of government support and risk cognition on tea planters’ purchasing behavior regarding planting insurance, with a particular emphasis on the mediating roles of perceived value and environmental concern. Data were collected from 550 tea planters in Guizhou Province, China, using a structured questionnaire and convenience sampling method. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were conducted using AMOS 28.0 to analyze the data. The results indicate that both government support and risk cognition significantly and positively impact the perceived value of planting insurance. To promote the uptake of planting insurance among tea farmers, government agencies should strengthen policy advocacy and provide business guidance. Such efforts would help tea farmers recognize the value and psychological significance of planting insurance, thereby better safeguarding their agricultural interests. This study enhances the understanding of how government support and risk cognition can facilitate the adoption of planting insurance among tea farmers.
Some of the metrics are blocked by your
consent settings
A Conceptual Framework for Mobile FinTech Adoption: Integrating TAM-TPB with Technology Readiness Index
(2026-01-01)
Wang, Wei
;
Kasemwattanasuk, Thannaphat
;
Chaveesuk, Singha
;
Rojniruttikul, Nuttawut
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 your
consent settings
Factors Influencing Working Stress of Operative Employees: A Case of Automotive Industry in Ladkrabang Estate
(2021-07-08)
Chaisin, Supot
;
Rojniruttikul, Nuttawut
In present, mental health issues are very important that could affect the population around the world. In Thailand, it is in an ever-changing economic and political period, including the COVID-19 epidemic that has a direct economic impact on the well-being of the people and making people in a state that causes more mental health problems, especially those who have suffered from career failure as well as those who are laid off or unemployed. This research aims to determine the factor influencing working stress of operative employee at automotive industry in Ladkrabang estate, Thailand. Data was gathered from 368 respondents by using convenience sampling method. This research shows the predictor of working stress are role in organization, career development, and relationship at work. In addition, organizational structure and climate have no effect on working stress of employees at automotive industry.
Some of the metrics are blocked by your
consent settings
INFLUENCES OF PRESSURE AND GREEN SUPPLY CHAIN MANAGEMENT ON SUSTAINABLE PERFORMANCE OF GREEN MANUFACTURING INDUSTRY IN THAILAND
(2024-01-01)
Yupat, Mongkhol
;
Rojniruttikul, Nuttawut
Introduction: Green industries play an important role in economic and social development. The market situation is an important factor for the organizations to be developed with regard to technology, regulations of the government, stakeholders, and the competitors, which all affect the revenue of the companies that are faced with the pressure. Thus, the companies implement the Green Supply Chain Management to obtain advantages over their competition. The Green Supply Chain Management increases the competitiveness and resolves the trade dispute issues. The Green Supply Chain Management is a convergence of the elements of environmental management and supply chain management of the organizations that Thai manufacturers cannot avoid. Objective: This study aims to develop the pressure model and green supply chain management that affect the sustainable performance of green industries in Thailand Method: The study uses a Quantitative Research method, and the data was collected using a survey of 250 factory managers as well as analysis with the structural equation model (SEM). Results: The findings reveal that Pressure has a positive direct effect on sustainability performance and Green Supply Chain Management. And, Green Supply Chain Management (GSCM) has a positive influence on sustainability performance. Conclusion: Pressure and Green Supply Chain Management positively impact the Green Manufacturing Industry's sustainability performance. Furthermore, Market Needs, Regulations, Stakeholders, and Competitors have a significant impact on the improvement of the competitiveness of organizations. They also promote social and community responsibility throughout the supply chain, enhancing the competitiveness and sustainability of the Green Manufacturing Industry in Thailand in order to develop sustainable economic and social environments.
Some of the metrics are blocked by your
consent settings
Management of Green Economic Infrastructure and Environmental Sustainability in One Belt and Road Enitiative Economies
(2022-05-01)
Chen, Jian
;
Rojniruttikul, Nuttawut
;
Kun, Li Yu
;
Ullah, Sana
Green infrastructure has been considered as one potential solution for improving air quality as well as enhancing environmental sustainability in the modern era. Therefore, the study aims to examine the impact of green economic infrastructure on environmental sustainability in one belt and road initiative (OBRI) economies for the period 2007 to 2019. For empirical investigations, the study adopts 2SLS and GMM approaches. The study uses three proxies to measure green economic infrastructure, namely, green logistics, use of the internet, and green technology. Our 2SLS findings demonstrate that green logistics increases CO2 in OBRI, Central Asia, MENA and reduces CO2 in Europe. However, GMM findings report that green logistics increases CO2 in OBRI, central Asia, and MENA and reduces CO2 in Europe. While our 2SLS findings show that internet use reduces CO2 in OBRI and East and Southeast Asia Europe and increases CO2 in MENA. While GMM findings reveal that the use of the internet reduces CO2 in OBRI and Europe and increases in East and Southeast Asia and MENA. While green technology also enhances environmental sustainability in OBRI. Based on the findings, environmental policies can be revised for OBRI economies.
Some of the metrics are blocked by your
consent settings
The Influence of Food Values on Customer Loyalty within Chinese Brand Chain Restaurants: The Mediating Role of Customer Satisfaction
(2025-01-01)
Yang, Yuqin
;
Rojniruttikul, Nuttawut
This study examines the influence of differential added food values and basic food values on customer satisfaction and subsequent loyalty within Chinese Brand Chain Restaurants. Drawing on a convenience sampling approach, data were collected from 385 customers who recently patronized Chinese Brand Chain Restaurants. The research instrument, a structured questionnaire, captured perceptions related to food values, customer satisfaction, and loyalty, alongside demographic profiles. Descriptive and inferential statistical analyses were conducted to explore relationships between variables and test hypotheses. Results indicate that occupation, differential added food values, basic food values and the interaction between differential added food values and basic food values significantly impact customer satisfaction. Furthermore, customer satisfaction positively predicts food loyalty and restaurant loyalty. Mediation analysis suggests that customer satisfaction mediates the effects of food values on loyalty. The findings underscore the importance of offering diverse and high-quality food options to meet customer preferences and enhance satisfaction, ultimately fostering loyalty. Recommendations for Chinese Brand Chain Restaurants include prioritizing food quality, implementing loyalty programs, and embracing sustainability and digitalization initiatives to remain competitive in the evolving restaurant landscape.

Rojniruttikul, Nuttawut

Filters

Settings

Sort By

Results per page