Rojniruttikul, Nuttawut

Preferred name

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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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The effects of human resource practices on firm performance in Thailand's manufacturing industry
(2015-01-01)
Tangthong, Sorasak
;
Trimetsoontorn, Jirasek
;
Rojniruttikul, Nuttawut
The purpose of this study is to determine the effects of human resource management (HRM) practices on firm performance in Thailand's manufacturing industrial Zone 2, a region that has seen an influx of foreign investment. Twenty-three theoretically based hypotheses have been developed that point to possible positive and negative relationships between HRM practices, mediating variables and firm performance. A total of 224 top managers, business leaders and line managers provided the input that was examined and then empirically tested using analysis of moment structures (AMOS) Path Analysis. The results show that HRM practices do strongly influence firm performance, a conclusion that is not only consistent with the results of previous research on the subject, but also indicative of methods that of ever-increasing importance to long-term growth in organisations. This study has provided new insight into HRM practices and firm performance, getting to the heart of the role that mediating variables play in the network of relationships.
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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 the state railway of Thailand’s (SRT) total quality management process: SEM analysis
(2018-01-01)
Sivalai, Tanin
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Rojniruttikul, Nuttawut
Dropping from the peak of 88 million passengers back in 1994, Thailand’s state railway system today is transporting less than 50% of its maximum. Operations run at a loss, with infrastructure and aged equipment contributing to significant delays and a continuing loss of passengers. In late 2017 however, a new 20-year, $US81.57 billion plan was proposed to save the SRT from its downward spiral. The researchers therefore undertook a study to survey 500 Thai state railway (SRT) civil servants. Each was given a 5-level Likert-type agreement scale questionnaire, containing 51 items concerning their personal characteristics, their attitudes, human resource management processes, the use of the balanced scorecard for improvement, their perspectives on SRT’s organizational culture, and the SRT’s total quality management program. LISREL 9.1 was used to conduct a confirmatory factor analysis (CFA) and then structural equation model (SEM) was applied to analyze the results. The results have determined that organizational culture had the greatest impact on total quality management, followed by attitudes, human resource management, and finally, the balanced scorecard. It is also interesting to note that the surveyed SRT staff consider organizational change as the most important aspect in improving efficiency, while staff evaluation and reward system were rated as least effective for total quality management.
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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.
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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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Factors Influencing Working Stress of Operative Employees: A Case of Automotive Industry in Ladkrabang Estate
(2021-07-08)
Chaisin, Supot
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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.
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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.

Rojniruttikul, Nuttawut

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