Rojniruttikul, Nuttawut

Preferred name

Main Affiliation

KMITL Business School

nuttawut.ro@kmitl.ac.th

Now showing 1 - 10 of 34

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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
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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.
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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
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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.
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Business Case Study: Antecedents of User Satisfaction with Huawei Mobile Phones
(2025-01-01)
Du, Miao
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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.
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Determinants of tea planters' purchasing behavior of planting insurance: SEM analysis
(2025-05-01)
Xu, Zhenhua
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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.
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A Conceptual Framework for Mobile FinTech Adoption: Integrating TAM-TPB with Technology Readiness Index
(2026-01-01)
Wang, Wei
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Kasemwattanasuk, Thannaphat
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Chaveesuk, Singha
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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.
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INFLUENCES OF PRESSURE AND GREEN SUPPLY CHAIN MANAGEMENT ON SUSTAINABLE PERFORMANCE OF GREEN MANUFACTURING INDUSTRY IN THAILAND
(2024-01-01)
Yupat, Mongkhol
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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.
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The Influence of Food Values on Customer Loyalty within Chinese Brand Chain Restaurants: The Mediating Role of Customer Satisfaction
(2025-01-01)
Yang, Yuqin
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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.
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Exploring compensation fairness, emotional engagement, and task performance of enterprise employees: a moderated-moderation approach with emotional intelligence and artificial intelligence adoption as moderators
(2025-01-01)
Qiu, Yingming
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Rojniruttikul, Nuttawut
The rapid development of artificial intelligence technology has profoundly impacted the behavior of enterprise employees. How to improve employee engagement and performance in the new era is an important issue in enterprise management. Grounded in the Group Engagement Model (GEM), this study investigates the impact of various dimensions of employee compensation fairness (CF) on task performance (TP) via emotional engagement (EE), with emotional intelligence (EI) and artificial intelligence adoption (AIA) as moderators. This study employs structural equation modeling and three-way interaction analysis to examine data from 311 employees in Chinese media enterprises. The results indicate that distributive fairness (DF), procedural fairness (PF), and interactional fairness (IF) are positively associated with EE, which is positively linked to TP. Among the three dimensions of CF, DF demonstrated the strongest positive relationship with EE, and PF exhibited the largest total effect on TP. The moderating effect of EI on the relationship between IF and EE is significantly and positively related to AIA; and the moderated-moderated mediation effects exists. These findings extend the GEM and suggest enterprise managers should tailor their compensation systems and technology strategies, foster a favorable working environment, to enhance employee productivity, and promote sustainable development of the enterprise.
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The Influence Mechanism of Core Elements in E-commerce Live Broadcasting on Consumers' Purchase Intention in China
(2025-01-01)
Huang, Yiling
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Rojniruttikul, Nuttawut
This study delves into the dynamics of e-commerce live broadcasting by examining how core elements—anchored characteristics, product attributes, broadcast room scene, and online comment quality—affect consumers' purchase intention. Grounded in the "User-Product-Environment" theory and perceived value theory, data were gathered from 320 Chinese consumers who actively participated in e-commerce live broadcast shopping. Through empirical analysis of the structural equation model (SEM), the study reveals the significant impact and pathways of these factors on consumer’s purchase intention. The results emphasize the key role of anchor characteristics, product attributes, broadcast room scene, and online comments in shaping consumer purchase intention in the field of e-commerce live broadcasting. The study also shows that the online comment quality plays a mediating role between e-commerce core elements and consumer’s purchase intention.
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Factors Influencing Customer Retention in the Parcel Delivery Industry
(2024-01-01)
Wu, Zonghong
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Rojniruttikul, Nuttawut
This study, based on a sample of 385 customers, investigates the intricate dynamics of factors influencing customer retention within the parcel delivery sector. A structured questionnaire-based survey was the primary data collection tool, supplemented by advanced statistical techniques, including multiple linear regressions, for comprehensive data analysis. The study has identified five pivotal factors shaping customer retention: Technology Adoption, Communication Channels, Online Ordering Experience, Service Quality, and Corporate Social Responsibility (CSR) and Sustainability Perception. The findings reveal the significant influence of these factors on customer retention—technology adoption, including tracking and tracing technologies, fosters transparency, trust, and increased customer satisfaction. Effective communication channels, mobile apps, and personalized services ensure customer engagement and heightened loyalty. A seamless online ordering experience, coupled with secure payment processes, positively impacts customer satisfaction and repeat business. Service quality and reliability, characterized by professionalism and damage-free deliveries, maintain customer trust. Lastly, CSR and sustainability perception exemplify a robust commitment to ethical and sustainable business practices, which bolster community goodwill and customer retention. The results of this study provide valuable insights for parcel delivery companies, enabling them to formulate and implement strategies that address each of these critical factors. By harnessing the power of technology, enhancing communication channels, refining online ordering experiences, elevating service quality, and actively engaging in CSR and sustainability initiatives, these companies can effectively fortify customer retention, nurturing long-term loyalty in an ever-evolving industry landscape.

Rojniruttikul, Nuttawut

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