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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The effects of human resource practices on firm performance in Thailand's manufacturing industry
(2015-01-01)
Tangthong, Sorasak
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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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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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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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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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Management of Green Economic Infrastructure and Environmental Sustainability in One Belt and Road Enitiative Economies
(2022-05-01)
Chen, Jian
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Rojniruttikul, Nuttawut
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Kun, Li Yu
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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.
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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.

Rojniruttikul, Nuttawut

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