Journal of Business, Innovation and Sustainability (JBIS)

A Comparative Study of Personal Factors Influencing Technology Acceptance Among Mobile Food Ordering Application Users in Bangkok

2024-11-25T14:23:56+07:00

This study aims to compare the level of technology acceptance factors among Mobile Food Ordering Application (MFOAs) users based on personal factors including age and incomes. These factors involve performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit, promotion packages, privacy and security, partnerships, and physiological needs. A quantitative research approach was employed, using a survey of 231 food ordering app users in Bangkok. Data were analyzed using both descriptive and inferential statistical methods. The findings revealed that the users, who had different age and income, significantly rated different levels of technology acceptance factors including social influence, facilitating conditions, hedonic motivation, price value, habit, promotion packages, privacy and security, partnerships, and physiological needs. However, there were no significant differences on the level of performance expectancy and effort expectancy. Specifically, the users, aged between 20 and 35 years, placed greater importance on all factors, compared to other age groups. Moreover, users with a monthly income of 15,000-30,000 THB rated all factors of technology acceptance more highly than those in other income brackets.

Entrepreneurial Orientation and Brand Orientation on Competitive Advantage: The Mediating Role Innovation Capabilities of Food Truck Entrepreneurs in Thailand

2024-09-02T10:47:50+07:00

The purpose of this study was to examine the connection between entrepreneurial orientation, brand orientation, innovation capabilities, and competitive advantage. Additionally, the mediating role of innovation capabilities was examined. The study followed a deductive approach based on the quantitative design in investigating the proposed relationships. Data were collected using a questionnaire. The relationships were investigated based on a sample of 176 food truck entrepreneurs using structural equation modeling (SEM). The results showed that model aligns to empirical data (CMIN/DF = 2.407, NNFI = 0.970, CFI = 0.980, SRMR = 0.056, and RMSEA = 0.073). It was also found that entrepreneurial orientation and branding orientation positively affected innovation capabilities and were directly related to competitive advantage. Entrepreneurial orientation and competitive advantage were influenced by innovation capabilities as a mediator. Innovation capabilities mediated the relationship between brand orientation and competitive advantage. Theoretical contributions made by this study contributed to a clearer understanding of the mediating role of innovation capabilities, a new phenomenon in the context of food trucks. In addition, the outcomes could be advantageous to entrepreneurs by improving the competitiveness of food truck entrepreneurs. The competitive advantage of food trucks could be affected by promoting entrepreneurial and branding orientation.

An Analysis of The Economic Interdependencies of The Next – Generation Automotive Industry Under Shaped by Thailand 4.0

2024-11-01T13:41:59+07:00

This research article examines the economic interconnections within the next-generation automotive industry (NGA4.0) and is structured into two main components. The first component analyzes the structure of factor usage and production distribution, while the second focuses on evaluating the economic multipliers associated with NGA4.0. The study utilizes data from production factors and output tables, which are reviewed every five years. Specifically, it compares data from 2010 to 2015 to ensure alignment with the 20-year strategy for Thailand 4.0 (2017 - 2036) within the context of the Eastern Economic Corridor (EEC).

The analysis of factor usage and production distribution within the next-generation automotive industry (NGA4.0) revealed notable trends. Domestic factor usage in this sector rose from 0.53% in 2010 to 2.36% in 2015. In contrast, the share of production allocated to the sector itself decreased from 2.34% in 2010 to 2.31% in 2015. Overall, the economic interconnectedness index for NGA4.0 indicates that this industry relies significantly on external sectors while also distributing its production to them. Notably, both the overall backward and forward linkage indices are above the average, exceeding a value of 1.

The analysis of economic multipliers for the next-generation automotive industry (NGA4.0) indicates that a 1% increase in final demand within this sector leads to a corresponding rise in the total value of production across the economy by 9.42% in 2010 and 9.57% in 2015. To foster ongoing production growth and economic expansion in the NGA4.0 and other sectors, the government should prioritize and support research and development of modern technologies and innovations. This effort should include adequate budget allocations and various investment promotion incentives.

Communication To Foster Technology Acceptance Of Telemedicine Among Medical Personnel Under The Covid-19 Epidemic: Case Studies In Medical School Hospitals In Thailand

2024-10-25T09:31:54+07:00

This research, titled "Communication to Foster Technology Acceptance of Telemedicine Among Medical Personnel Under the COVID-19 Epidemic: Case Studies in Medical School Hospitals in Thailand," aimed to (1) study the communication planning strategies for fostering acceptance of telemedicine systems among medical personnel, and (2) examine the factors influencing their acceptance of telemedicine technology. The study employed a qualitative methodology using in-depth interviews with purposively sampled participants, including communication planners and medical personnel, from Chulalongkorn Hospital and Siriraj Hospital. Data were analyzed through thematic content analysis, ensuring alignment with research objectives.

Findings revealed that communication strategies in both hospitals shared four common objectives: (1) raising awareness about telemedicine systems, (2) reducing COVID-19 transmission risks, (3) optimizing hospital bed usage to accommodate critical cases, and (4) enhancing healthcare service capabilities. Factors influencing acceptance included seven key elements: (1) image, (2) subjective norms, (3) voluntariness, (4) job relevance, (5) perceived ease of use, (6) output quality, and (7) result demonstrability, with the supplementary variable of experience identified as the most significant. Personal experience enabled medical personnel to recognize telemedicine's benefits and influenced other factors. Conversely, image had the least impact, as neither hospital prioritized it during system implementation.

The results emphasize that the success of telemedicine adoption relies heavily on strategic communication planning tailored to organizational contexts and the experiences of medical personnel. These findings contribute to the development of effective communication frameworks to promote technology acceptance in healthcare.

The Influence of Buddhist Philosophy for Achievement in Mitigating the Negative Impacts onWorkers' Performance during the Covid-19 Era

2024-10-29T10:53:54+07:00

This article presents the results of a study of the influence of Buddhist philosophy for achievement in mitigating the negative impacts on workers’ performance during the Covid-19 pandemic by using indicators from a survey of happiness of 25,955 employees in organizations from all regions of Thailand. The sampling frame of the survey was established by the National Statistical Office (NSO), which represent of the worker population across 17 industrial sectors, classified according to the Thai Standard Industrial Classification (TSIC) criteria. The authors classify the factors into four practices according to the doctrine of Buddhist philosophy. The results of a binary logistic regression analysis indicate that love of work (Adjusted odd ratio: AOR = 0.73; P-value < 0.01), commitment to effort (AOR = 0.97; P-value <0.05), concentration on work (AOR = 0.97; P-value <0.05), and review of the work (AOR = 0.94; P-value < 0.01) were influential in reducing the likelihood of negative impacts on the worker's overall performance during a crisis such as the Covid-19 pandemic. When analyzed by sector of employment, it was found that the love of work, commitment, and concentration on works reduces the likelihood of having a negative impact of work by employees in government and state enterprise organizations. The love of work, concentration on work, and review of the work can help reduce the chances that a crisis will have a negative impact on performance of people working in private organizations. This study highlights the benefits of applying Buddhist philosophy in human resource management to help workers cope with changes in the organization and adapt to a new way of life. The Buddhist philosophy also guidelines human resource development on performance enhancement that appropriate to the organizational context.

A Pathway to Thai Soft Power: An Exploration of Soft Power Proposals in Post-COVID Thailand

2024-11-04T09:32:42+07:00

In the wake of the global success of the Korean Wave, soft power has become a top priority for Thailand as a means to enhance its competitiveness in the post-COVID era. This research analyzes key proposals from the Ministry of Culture, the Thai Chamber of Commerce, and the ASEAN Watch Program through archival analysis. The findings indicate that Thai soft power is primarily conceptualized as the power of popularity, focusing on economic promotion and image-building rather than traditional dominance in international politics. The pathway to achieving Thai soft power involves promoting Thai culture through entertainment diplomacy, which requires significant investment in media production, distribution, and public relations. Moreover, an understanding of soft power from a political perspective is evident solely in the academic proposal, leading to a lack of explicit agendas concerning international relations in most strategies. Non-academic proposals are more aligned with the creative economy and nation branding. This study concludes with suggestions for more actionable concepts that can garner stronger support for the advancement of Thai soft power.

Determinants of Self-reported Health among Older Adults in Thailand

2024-11-08T11:03:19+07:00

Background Rapidly aging societies have become one of the most concerning issues that many countries, including Thailand, are now facing. Thailand is now in the stage of population aging in which the working-age share of the population is shrinking and the older-age share is increasing. Understanding the factors that influence health outcomes among the elderly becomes increasingly important. As people live longer, ensuring they maintain good health is essential to reduce the burden on healthcare systems and society.

Methods This study utilizes data from the 2021 Survey of the Older Persons in Thailand collected by National Statistics Office (NSO). The study focuses on a person aged sixty years and above, defined as an older adult, resulting in a sample of 43,693 older persons. The binary logistic regression analysis was used to determine how demographic, economic, behavior and social environment factors affect elderly health.

Results For each additional year of age, the probability of having good health decreases. Males are more likely to have good health compared to females. Individuals with higher education are more likely to have good health compared to those with lower education. Universal healthcare has the least impact on good health. Older adults who can do activities of daily living without dependence and those exercise regularly have higher probability to have good health. Elderly living alone slightly decreases the likelihood of good health. Older adults who quit jobs deteriorated health.

The Influence of Service Failure, Service Recovery, and Customer Forgiveness on Customer Loyalty: A Case Study of the Omnichannel Marketing Restaurants in the Lower Northern Provincial Cluster 1 of Thailand

2025-03-19T10:16:52+07:00

This research investigates the direct and indirect influences of service failure, service recovery, and customer forgiveness on customer loyalty in omnichannel marketing restaurants within the Lower Northern Provincial Cluster 1 of Thailand. The study employs a quantitative approach, utilizing data from 731 customers and analyzed through Structural Equation Modeling (SEM). The findings reveal that service failure directly impacts customer loyalty and service recovery, while service recovery, in turn, positively affects both customer loyalty and forgiveness. Furthermore, customer forgiveness has a significant direct influence on customer loyalty. Notably, service recovery and customer forgiveness function as mediators in this relationship, highlighting the complex dynamics at play. The hypothesized model demonstrates a good fit, with key indices including Chi-square = 233.449 and RMSEA = 0.032.
This study contributes to theoretical understanding by elucidating the causal relationships among the variables involved. Additionally, it offers practical insights for restaurant management, emphasizing the importance of effective service recovery strategies in an evolving technological landscape. By focusing on these aspects, restaurants can enhance customer loyalty, ultimately supporting sustainable business growth.

Enhancing Shareholder Value with Net Present Value (NPV)

2025-03-28T15:26:01+07:00