Rojniruttikul, Nuttawut

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Rojniruttikul, Nuttawut
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Email
nuttawut.ro@kmitl.ac.th

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    Item type:Publication,
    Households’ Intention to Use Solar Rooftop Panels in Thailand: An Integrated TPB-TAM Approach
    (2026-07-01)
    Theppratuangthip, Pongsapat
    ;
    Rojniruttikul, Nuttawut
    The rise in energy demand in Thailand due to constant economic growth coupled with reliance on limited natural gas and oil resources has led to an increased demand for alternative sources of energy. Therefore, this study aims at examining factors that influence the intention of adopting solar rooftop energy among households in Thailand through the integration of the theory of planned behavior (TPB) and the technology acceptance model (TAM). A quantitative research approach was adopted whereby data were obtained from 255 households in all parts of Thailand through questionnaires. The results reveal that attitude (β = 0.484, p < 0.001), perceived usefulness (β = 0.271, p < 0.05), and subjective norms (β = 0.257, p < 0.001) positively and significantly influence intention to use solar rooftop energy, collectively explaining 61% of the variance (R<sup>2</sup> = 0.61). Attitude proved to be the most significant predictor in this regard, underscoring the significance of the evaluative process of cognition and emotion for adopting certain behavior. This research makes a valuable contribution to the body of knowledge on renewable energy in that the TPB-TAM model has been empirically validated in a Thai household setting. In addition, the findings provide suggestive evidence of a mediating role of attitude in the link between perceived usefulness and intention, although this mediation finding should be interpreted with caution due to the conceptual overlap between these constructs and the absence of bootstrap confidence intervals. Future research is recommended to confirm this mediation pathway using formal bootstrap procedures.
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    Factors Influencing Rail Service Passenger Loyalty Among Older Thai Adults
    (2025-09-01)
    Lieophairot, Ratchaphong
    ;
    Rojniruttikul, Nuttawut
    ;
    Chaveesuk, Singha
    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.