Rojniruttikul, Nuttawut

Preferred name

Main Affiliation

KMITL Business School

nuttawut.ro@kmitl.ac.th

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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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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.
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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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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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The mediating role of economic sustainability and crisis environment in the relationship between CSR initiatives and customer satisfaction
(2026-01-01)
Zaw, Wai Yan Paing
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Rojniruttikul, Nuttawut
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Chaveesuk, Singha
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.
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Impact of human resource training on supply chain efficiency in Guiyang’s enterprises: a structural equation modelling (SEM) analysis
(2026-03-01)
Wu, Xin
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Srinuan, Chalita
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Rojniruttikul, Nuttawut
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.
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Enhancing Supply Chain Efficiency through HR Training: The Role of Technological Adaptability as a Mediator
(2025-01-01)
Wu, Xin
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Srinuan, Chalita
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Rojniruttikul, Nuttawut
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.

Rojniruttikul, Nuttawut

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