Vol. 13 No. 2 (2023): Journal of KMITL Business School Year 13, issue 2, July - December 2023

Research Article

• Factors Influencing Generation Z Consumers' Loyalty Towards E-Marketplace Purchases of Apparel and Accessories: A Study in Central Thailand

  Nattasiri Kumsiripiman, Wornchanok Chaiyasoonthorn, Singha Chaveesuk

  1-13

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• PERCEIVED RISK AND TRUST INFLUENCING ON e-WOM, SATISFACTION, AND BUYING DECISIONS THROUGH SHOPEE APPLICATION FOR GEN Y CONSUMERS IN BANGKOK PERCEIVED RISK AND TRUST INFLUENCING ON e-WOM, SATISFACTION, AND BUYING DECISIONS THROUGH SHOPEE APPLICATION FOR GEN Y CONSUMERS IN BANGKOK

  ่JIDAPA YOOPHUN

  14-24

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• ADVERTISING BY FAMOUS PEOPLE , LIFESTYLE AND TECHNOLOGY ACCEPTANCE THAT AFFECTS ONLINE CONSUMER BEHAVIOR AND DECISION TO BUY FASHION PRODUCTS THROUGH ONLINE NETWORKS INSTAGRAM OF UNDERGRADUATE IN BANGKOK

  Warumporn Punin, Wasan Sakulkijkarn

  25 - 39

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• ELECTRONICS WORD-OF-MOUTH, SOCIAL MEDIA INFLUENCERS, AND ATTITUDES TOWARD SOCIAL MEDIA INFLUENCERS INFLUENCING PURCHASING DECISION AND BRAND EQUITY ON THAI FACIAL SKINCARE OF GENERATION Y CONSUMERS IN BANGKOK

  Ananya Naksri, Wasan Sakulkijkarn

  40 - 58

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• Creative Economy Strategies, Entrepreneur Characteristics and External Environment Affecting The Success of Durian Exporting in Chumphon Province

  Jittima Phrueksakan; Kitti Kaewkhiew

  59-70

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• Factors of marketing mix on affect to behavior's consumer decision for Construction Contractors in Nakhon Pathom municipality

  Weerachet Mangwaen, Phutthiwat Waiyawuththanapoom

  71-86

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• Using behavior of utensil sterilizers among users in Eastern Thailand's food courts

  Manthana Chamsri, Wornchanok Chaiyasoonthorn

  87-101

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• Economic Factors Affecting Foreign Direct Investment in Thailand

  Phaksuwan Li, Natcha Onsumlee, Dacharthon Soontarodom, Thitipong Chomkhunthod, Dr.Tanes Tachasaen

  102-116

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