Srinuan, Chalita

Preferred name

Srinuan, Chalita

Main Affiliation

KMITL Business School

chalita.sr@kmitl.ac.th

Now showing 1 - 10 of 27

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Influence of Social Media on Consumers' Green Purchase Intention of Air Conditioners: The Mediating Role of Behavioral Attitude
(2025-01-01)
Zheng, Zhong
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Srinuan, Chalita
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Rojniruttikul, Nuttawut
This study explores the factors influencing green purchase intentions among Chinese consumers in the context of air conditioners, focusing on the roles of behavioral attitudes and social media. The research examines three key hypotheses: the relationship between favorable behavioral attitudes and green purchase intentions, the influence of social media on shaping these attitudes, and the mediating role of social media in enhancing green purchase intentions. The findings support all three hypotheses, demonstrating a significant positive relationship between behavioral attitudes and green purchase intentions, a strong influence of social media on shaping favorable attitudes, and the mediating effect of social media in amplifying these attitudes' impact on purchase intentions. These results underscore the importance of leveraging social media for effective marketing strategies and fostering positive behavioral attitudes to promote environmentally friendly products. The study offers practical implications for businesses and policymakers aiming to enhance consumer engagement and drive green purchases. Future research directions include longitudinal studies, cross-cultural comparisons, and investigations into emerging technologies' impact on consumer behavior. This research contributes to the growing body of knowledge on digital consumer behavior and provides actionable insights for optimizing marketing strategies in the digital age.
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Pricing strategies and innovations in the Thai mobile communications market
(2013-01-31)
Srinuan, Chalita
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Srinuan, Pratompong
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Bohlin, Erik
Purpose: The aim of this paper is to explore the price plans offered by Thai mobile operators and analyse the role of demand characteristics in the development of new price plans. The paper also shows how demand affects a firm's degree of innovativeness in terms of the number of new price plans. Design/methodology/approach: The empirical qualitative analysis is based on an original data set from several secondary data sources and includes all the price plans offered in the history of the Thai mobile communications market between 2002 and 2010. Findings: The results show that mobile operators have introduced several innovative price plans to attract and retain their consumers. Although a greater number of price plans can increase competition among operators, some have complex combinations that may lead to confusion for consumers. Practical implications: A price comparison programme should therefore be implemented by the telecom regulator to ensure that consumers receive correct and complete information about the price plans. Originality/value: Most studies, by far, have not extensively discussed this mobile communications market in detail and the effect of innovation on competition between firms in the mobile communications industry, in particular the development of innovation in developing countries. © Emerald Group Publishing Limited.
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ICT adoption by southern Thai rubber plantation smallholders
(2016-01-01)
Srinuan, Chalita
The ASEAN economies of Thailand, Vietnam and Indonesia account for about twothirds of the world's rubber output, with Thai rubber production being only second to rice as an important economic component of GDP. As such, government agencies have made many efforts to introduce ICT technology into the agricultural sector including technology transfer programs, e-services and e-libraries with limited success. Additionally, given the continued plunge in global rubber prices and the associated hardships being encountered by rubber farmers, the importance of understanding ICT's role and use in this sector cannot be overstated. This research therefore was undertaken to explore the components hindering or enhancing the ability of Information and Communication Technology adoption with Thai rubber farmers. This study aimed to examine empirically whether socio-economic variables and farmer's perception have a systematic link with the adoption of ICT services by employing the Technology Acceptance Model (TAM). Data were gathered from a questionnaire distributed to three adjoining provinces in rural southern Thailand between December 2013 and May 2014 of which 264 small rubber farmers were surveyed. The findings reveal that socio-economic variables have indirect effects on ICT adoption via the perceptions of rubber smallholder's households. Significant perceptions include the perception of usefulness, perceived quality, social influence and facilitating conditions. Possible policies to promote more ICT adoption among rubber smallholders are also discussed.
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The relationships between marketing mix, brand equity, lifestyle and attitude on a consumer's private product brand purchasing decision
(2019-01-01)
Khanta, Fuengnapha
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Srinuan, Chalita
In a 2018 study, 85% of the American consumers surveyed stated they trusted private brand products at least as much as national brands. In both Asia and Thailand, the importance of private brands is also increasing. Therefore, the researchers undertook a study to investigate the sample group of 1,000 Thai Tesco Lotus and Big C retail shoppers about their opinions concerning the importance of the store's marketing mix (MM), brand equity (BE), their lifestyle (LS), and their attitude (AT) towards their final purchase decision. LISREL 9.1 was used to conduct both a confirmatory factor analysis [CFA] and a structural equation model [SEM] to analyze the study's six hypotheses and their interrelationships. From the SEM analysis it was determined that the most important causal variables influencing PDPD were BE, AT, MM, and LS, which had total effect values of .61, .23., .22, and .17, respectively.
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How intellectual capital, knowledge management, and the business environment affect thailand’s food industry innovation
(2018-01-01)
Yaklai, Pimsara
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Suwunnamek, Opal
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Srinuan, Chalita
In 2015, Thailand employed nearly 11% of the population in agriculture, which has always been a stable and prosperous component of the economy. Having a rich natural abundance of resources, combined with significant investments in technology, food safety, and research and development (R&D) have helped contribute to Thailand being labeled as “Kitchen of the World.” Given these priorities, stratified sampling was employed to select 246 individuals from the target population. Confirmatory factor analysis was used, followed by a structural equation model to analyze how intellectual capital, knowledge management, and the business environment affect innovation in Thailand’s entrepreneurial food industry. The research survey was conducted using a questionnaire which contained a 7-level Likert type agreement scale. Results from the study revealed that the food industry’s knowledge management capability was the most important factor (0.60), which was also influenced directly by the organization’s intellectual capital (0.44). Of lesser importance was intellectual capital (0.39) and the business environment (0.39).
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Exploring the Acceptance of Technological Innovation Among Employees in the Mining Industry: A Study on Generative Artificial Intelligence
(2024-01-01)
Yudhistyra, Wecka Imam
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Srinuan, Chalita
Generative Artificial Intelligence (GenAI) technology innovation holds promise for revolutionizing the mining industry. However, the sector's traditionally conservative stance toward innovation has led to limited research. Thus, this manuscript aims to address this gap by exploring factors influencing the acceptance of GenAI technology innovation among mining industry employees from a developing country perspective. Based on literature reviews seven factors were identified to influence employees' acceptance of GenAI technological innovation. These factors were examined in a data sample of 286 mining industry employees collected via an office-intercept survey and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) using the SmartPLS software. Through thorough data analysis, models have been constructed that exhibit robustness, evidenced by their strong validity, reliability, and excellent fit with the data. The findings reveal that attitude, perceived usefulness, perceived ease of use, compatibility, company size, industrial competitiveness, and top management support significantly influence the acceptance of GenAI technology innovation. Notably, attitude was identified as the most influential factor, significantly shaping the likelihood of adoption. Conversely, company size had a comparatively minor impact on acceptance, and the regulatory framework showed no significant effect on the adoption of GenAI technology innovation. These results have important theoretical and managerial implications. Theoretically, they provide a nuanced understanding of the key factors driving technology acceptance in the mining industry, challenging the traditional emphasis on regulatory frameworks. Managerially, they underscore the importance of focusing on factors when developing strategies to foster technological adoption.
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Low-cost carrier passenger repurchase intention: A structural equation model analysis
(2017-01-01)
Vuthisopon, Sujira
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Srinuan, Chalita
Low-cost carrier (LCC) aviation has exploded globally, which now represents 26% of all passenger seats, while in Southeast Asia LCC passengers have soared to 54%. The purpose of this research was, therefore, to develop and examine the accuracy of a structural equation model of the factors affecting repurchase intention of low-cost carrier passengers in Thailand. Convenience sampling was utilized to obtain a sample of 440 individuals from four Thai low-cost carriers, including Thai AirAsia, Nok Air, Thai Lion Air (Don Muang Airport-DMK), and Thai Smile Airways (Suvarnabhumi Airport-BKK) in 2016. To examine the study’s five latent and 22 observed variables, a 97-item survey was used. Results from the study determined the positive and significant influences that customer satisfaction has on customer loyalty, followed by electronic service quality on customer satisfaction, and customer satisfaction on repurchase intention, respectively.
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A Thai banking industry organisational performance analysis
(2017-01-01)
Pranee, Tasanai
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Napompech, Kulkanya
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Srinuan, Chalita
The purpose of this research is to determine the effects of talent management, technological innovation and service quality on Thai bank performance. The population of the study consisted of 14 registered banking enterprises along with their associated 2068 branches. Using the IBM Statistical Package for the Social Sciences (SPSS v.21), 424 responses selected from a simple random sampling survey were analysed using both a secondorder confirmatory factor analysis (CFA) and structural equation modelling (SEM). From the 93-item survey, pre-trail test, and the in-depth interviews from five experts, a questionnaire reliability score of 0.98 was obtained. Findings revealed that technological innovation and service quality strongly influence the Thai banking industry's performance, and should be given great attention.
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Willingness to pay for cloud computing service of SME in Thailand
(2017-06-15)
Srinuan, Chalita
This study examined the factor affecting a decision to use cloud computing service for Thai SMEs. A questionnaire was employed for data collection from a sample of SMEs that use cloud computing technology in the Bangkok area during January 2015-June 2015. A statistic model was utilized in order to analyses the determined factor on using cloud computing service of Thai SMEs. Moreover, the willingness-to-pay (WTP) to additional cloud computing service was calculated. The findings can be used to gauge SMEs demand for improved cloud computing services and infrastructure.
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A cross-cultural study on the value structure of mobile internet usage: Comparison between Indonesia and Thailand
(2016-01-01)
Wardani, Ranti Yulia
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Srinuan, Chalita
This study aims to examine the usage a pattern of mobile Internet from perspective of intercultural among developing countries. Data obtained from a survey of questionnaire which is distributed in both Thailand and Indonesia during 2013. The multiple regression analysis has been applied to identify between value structures (functional value, emotional value, social value and monetary value) and overall satisfaction in each country. Finding shows that functional value, emotional value, social value, and monetary value significantly affect satisfaction for Indonesia users which is similar to Thai users except the emotional value does not affect the satisfaction. A comparison test to examine the difference in value structure between Indonesia and Thailand has been analyzed. The results show that the functional value, emotional value, social value and monetary value between Indonesia and Thailand are different. The results of these differences are influenced by the perceptions of respondents in Indonesia and Thailand to the different mobile Internet usage pattern. In this case it turns out different cultures influence the way in perceiving the use of different technologies, especially in the mobile Internet usage pattern.
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Srinuan, Chalita

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