Kanokkarn Namahoot - Academia.edu (original) (raw)
Papers by Kanokkarn Namahoot
International Journal of Membrane Science and Technology
Purpose –This study investigates the factors that influence the adoption of internet banking in T... more Purpose –This study investigates the factors that influence the adoption of internet banking in Thailand. It specifically examines the interplay between six dimensions of perceived risk (financial risk, performance risk, privacy risk, security risk, social risk, and time risk), attitude, and trust, and their impact on behavioral intentions to use internet banking.Design/methodology/approach –A multi-stage sampling process was used to obtain a representative sample of 505 respondents in Thailand. Structural Equation Modeling (SEM) was used to analyze the data.Findings –The research outcomes suggest that the adoption and usage of internet banking services are influenced by several key factors, namely perceived risk, attitude, and trust. These factors play a significant role in shaping individuals' decisions and behaviors when it comes to engaging with online banking platforms. The findings also show that attitude and trust mediate the relationship between perceived risk and behavi...
Management Science Letters, 2021
This research aims to compare the influence of service quality on intention to use broadband inte... more This research aims to compare the influence of service quality on intention to use broadband internet through attitudes and technology acceptance, as mediator variables between large and small broadband internet service providers (ISPs) in Thailand. A comprehensive review of the literature has modified the development of this behavioral model that explains intention to use of broadband internet. A data set from two groups: large and small broadband ISPs, nationwide survey was conducted in Thailand (n = 928 consumers). The theoretical model was tested using structural equation modeling. The findings show that integrated models have good explanatory power (78.3 percent) to predict customer's intention to use broadband internet. The results of this study are as follows. Firstly, service quality: tangible, reliability, responsiveness, assurance and empathy, supports second-order factor analysis. Service quality has an influence on attitude, perceived usefulness, perceived ease of use, and intention to use broadband internet both two types of service providers. Secondly, perceived usefulness has a significant effect on attitude, and intention to use only in small companies. Thirdly, attitude, perceived usefulness, and perceived ease of use as mediator variables have a positive effect between service quality and intention to use broadband internet. This study proposes customer acceptance on broadband internet using a modified TAM.to reveal the impact of service quality on intention to use. The results of this study can be replicated and extended to ASEAN countries. The conclusions and implications for management provide alternatives for companies to increase the number of internet users in order to improve overall quality of life.
RePEc: Research Papers in Economics, 2021
Journal of science & technology policy management, Feb 10, 2022
Purpose The purpose of this paper is to propose a model that examines the relationships among the... more Purpose The purpose of this paper is to propose a model that examines the relationships among the five dimensions of the unified theory of acceptance and use of technology (UTAUT) toward the overall behavioral intentions (BIs); to use cashless payment systems in Thailand, which are practically based on the basic models and theories of consumer behavior such as the theory of reasoned action (TRA), theory of planned behavior (TPB) and technology acceptance model (TAM); and to explain the indirect effects between UTAUT and BIs to use cashless payment systems mediating by perceived risk and trust. Design/methodology/approach A total of 708 respondents, who have had an experience with a cashless payment system in Thailand, were selected using a stage sampling method. The data obtained from the participants were analyzed using a structural equation modelling approach. Findings The results of this paper reveal that UTAUT model, perceived risk and trust have all significant influences on BIs to use a cashless payment system. This suggests that consumers in Thailand adopt to specific financial technological innovation if they perceive that the risk is low and they can trust the system, especially if it is associated with a reliable online banking network. Originality/value The basic understanding of the UTAUT model that influences BIs to use cashless payment systems has been the focus of this current paper. This paper empirically examined the overall direct and indirect influences of UTAUT model and perceived risk, trust and BI to use. This current paper also expands the UTAUT theory by exploring several dimensions (i.e. performance expectancy, effort expectancy and social influence). Research findings reveal that effort expectancy can reduce perceived risk and increase trust in Thailand's cashless payment systems. This can generate more customer interest and engagement, as well as provide insights into customers' intentions in using a cashless payment system.
Human behavior and emerging technologies, Aug 31, 2022
The purpose of this paper was to propose a model that examined a study adopting the technology ac... more The purpose of this paper was to propose a model that examined a study adopting the technology acceptance model with additional constructs (i.e., innovativeness) and the mediating role of attitude and perceived risk to use the cryptocurrency platform in Thailand. The data were collected through a questionnaire-based survey (456 usable responses) from consumers in Thailand. A two-step SEM approach (i.e., a measurement model and a structural model) was used to analyze the data. The findings showed a significant positive influence of perceived usefulness, perceived ease of use, innovativeness, attitude, perceived risk, and cryptocurrency platform adoption. Moreover, attitude mediated the relationship between perceived usefulness, perceived ease of use, innovativeness, and cryptocurrency platform adoption. Overall, our results showed that the model of perceived usefulness, perceived ease of use, and innovativeness explained 62.9% of the variance in the intention to use the cryptocurrency platform in Thailand. Our study has contributed to the technology acceptance model and highlighted its effectiveness in explaining the adoption of the cryptocurrency platform in Thailand.
International Journal of Professional Business Review
Purpose: Less attention has been given to the barriers that prevent consumers from using augment... more Purpose: Less attention has been given to the barriers that prevent consumers from using augmented reality in tourism (ART). Therefore, this research objective to propose a model that examines a study adopting innovativeness (i.e., service innovation and technology innovation) to use ART as the mediating role of attitude and word of mouth (WOM) in Thailand’s tourism industry. Theoretical framework: To identify individual characteristics that influence the use of augmented reality in tourism (ART), despite the technology's growing popularity in the country. We propose a conceptual model derived from studies on innovativeness, attitude, WOM and intention to use (ART). Design/Methodology/Approach: A total of 551 responses were considered for research analyses. Both confirmatory and exploratory factor analyses (CFA and EFA) were employed during the preliminary stages of the development of the measurement model. The significant impact that innovativeness has on ART in Thailand ...
International Journal of Professional Business Review
Purpose: This study aims to identify the motivational factors that encourage travelers to adopt ... more Purpose: This study aims to identify the motivational factors that encourage travelers to adopt augmented reality (AR) applications when exploring tourism destinations and to investigate the mediating effects of personal word-of-mouth (WOM) on the relationships between innovativeness and revisit intention outcomes among travelers. Theoretical framework: This study developed a conceptual framework that determines travelers’ inclination to use AR applications at tourism destinations, based on three primary variables: Innovativeness, Word-of-Mouth and Revisit Intention. Design/methodology/approach: A sample size of 430 was collected through an online self-administered survey. The proposed model was subjected to analysis using the structural equation modeling to examine the mediator effect of Word-of-Mouth. Findings: The results of the study indicate that service innovation and technology innovation have a significant and direct impact on travelers' WOM communication regar...
Lecture Notes in Computer Science, 2022
Management Science Letters, 2021
This research aims to compare the influence of service quality on intention to use broadband inte... more This research aims to compare the influence of service quality on intention to use broadband internet through attitudes and technology acceptance, as mediator variables between large and small broadband internet service providers (ISPs) in Thailand. A comprehensive review of the literature has modified the development of this behavioral model that explains intention to use of broadband internet. A data set from two groups: large and small broadband ISPs, nationwide survey was conducted in Thailand (n = 928 consumers). The theoretical model was tested using structural equation modeling. The findings show that integrated models have good explanatory power (78.3 percent) to predict customer’s intention to use broadband internet. The results of this study are as follows. Firstly, service quality: tangible, reliability, responsiveness, assurance and empathy, supports second-order factor analysis. Service quality has an influence on attitude, perceived usefulness, perceived ease of use, a...
งานวจยนมวตถประสงคเพอวเคราะหรปแบบการยอมรบพฤตกรรมความตงใจในการใชบรการสมารทแอพพลเคชนเพอสขภาพของ Gen ... more งานวจยนมวตถประสงคเพอวเคราะหรปแบบการยอมรบพฤตกรรมความตงใจในการใชบรการสมารทแอพพลเคชนเพอสขภาพของ Gen X ในเขตภาคเหนอตอนลาง 1 จำนวน 5 จงหวด ไดแก จงหวดตาก จงหวดอตรดตถ จงหวดพษณโลก จงหวดเพชรบรณ และจงหวดสโขทย ทมอายตงแต 39 - 53 ป จำนวน 400 คน ผลการวเคราะหดวยแบบจำลองสมการเชงโครงสราง พบวา ทฤษฎการยอมรบและการใชเทคโนโลย และแบบจำลองการยอมรบเทคโนโลยมอทธพลทางตรงตอความไววางใจ อกทงความไววางใจมอทธพลทางตรง อยางมนยสำคญตอพฤตกรรมความตงใจในการใชบรการสมารทแอพพลเคชนเพอสขภาพ จากการวจยครงนไดขอคนพบทสำคญวา ทฤษฎการยอมรบและการใชเทคโนโลย และแบบจำลองการยอมรบเทคโนโลย เปนปจจยทสำคญในการพฒนาการยอมรบในการใชบรการสมารทแอพพลเคชนเพอสขภาพ และยงชวยเพมความไววางใจในการใชบรการ ซงสงผลตอไปยงพฤตกรรมความตงใจในการใชบรการสมารทแอพพลเคชนเพอสขภาพ ทงนผลลพธจากงานวจยสามารถใชเปนตวตนแบบสำหรบผพฒนาแอพพลเคชนเพอสขภาพใหตรงตามความตองการของผบรโภค กอใหเกดความไววางใจและมประสทธภาพมากขน
International Journal of Scientific & Technology Research, 2015
The purpose of this research is to examine the relationship among the quality management, trust a... more The purpose of this research is to examine the relationship among the quality management, trust and behavioral intention to use internet banking of customers in Thailand. Using a structured questionnaire, primary data were collected from 400 internet banking users from both public and private banks, randomly selected from various parts of Thailand. Multiple regression was used to study the effect of quality management on trust and the effect of trust on behavioral intention to use internet banking. The findings indicate that the strongest predictor of quality management on trust is the service quality. In addition, the results show that trust and behavioral intention to use internet banking is positively correlated in the moderate level. There are three factors of quality management (service quality, system quality, and information quality) that associated with internet banking. The system and service qualities positively affects on trust, however, the information quality negatively...
งานวจยนมวตถประสงคเพอวเคราะหแบบจำลองเชงโครงสรางของการตดสนใจเลอกใชบรการศนยดแลในกลมเบบบมเมอร (Baby B... more งานวจยนมวตถประสงคเพอวเคราะหแบบจำลองเชงโครงสรางของการตดสนใจเลอกใชบรการศนยดแลในกลมเบบบมเมอร (Baby Boomer) และเสนอแนวทางในการเลอกใชบรการศนยดแลแกผสงอาย โดยกลมตวอยาง คอ ผทมอาย 45–73 ป หรอกลมเบบบมเมอร จำนวน 530 คน ในเขตภาคเหนอตอนลาง 1 ทงหมด 5 จงหวด ไดแก จงหวดตาก จงหวดอตรดตถ จงหวดพษณโลก จงหวดเพชรบรณ และจงหวดสโขทย โดยวเคราะหขอมลดวยสถตเชงพรรณนา ผลการวเคราะห พบวา ผตอบแบบสอบถามสวนใหญเปนเพศหญง มอายระหวาง 52-58 ป มสถานภาพสมรส มการประกอบอาชพ ขาราชการ/ พนกงานรฐวสาหกจ/ พนกงานของรฐ มระดบการศกษาปรญญาตร มรายไดเฉลยตอเดอน 20,001–40,000 บาท และมลกษณะครอบครวทอาศยอยกบคสมรสและบตร/ หลาน ทงนจากการวเคราะหขอมลดวยแบบจำลองสมการเชงโครงสราง (Structural Equation Model) พบวา ปจจยสวนประสมทางการตลาดบรการมอทธพลทางตรงตอทศนคต (β=0.285, p<0.001) มากทสด ซงประกอบดวยปจจยดานกระบวน (β=0.954, p< 0.001) รองลงมาดานสงเสรมทาง การตลาด (β=0.934, p<0.001) และดานชองทางการจดจำหนาย (β=0.888, p<0.001) ตามลำดบ อกทงปจจยทศนคตมอทธพลทางตรงตอการตดสนใจเลอกใชบรการ (β=0.228, p<0.001) แตอยางไรกตาม ผวจยพบวา คณภาพการบรการไมมอทธพลทางตรงต...
International Journal of Bank Marketing, 2018
Purpose The purpose of this paper is to examine the relationships among five dimensions of servic... more Purpose The purpose of this paper is to examine the relationships among five dimensions of service quality towards the overall behavioural intentions to use internet banking in Thailand and explain the indirect effects between service quality and behavioural intentions to use internet banking using perceived risk and trust as the mediating variables. Design/methodology/approach A multi-stage sampling procedure was performed to select the 505 respondents for this study. The participants were selected based on their experiences using internet banking in Thailand. The data obtained from the participants was analysed using a structural equation modelling approach. Findings The results show that service quality, perceived risk and trust influence behavioural intentions to use internet banking. This study primarily aims to find out whether perceived risk and trust worked as a mediator variable between service quality and behavioural intentions to use internet banking. The study will be us...
The Journal of Internet Banking and Commerce, 2015
We have used Thai astrology as a naming methodology, the MetaSound algorithm for personal name ma... more We have used Thai astrology as a naming methodology, the MetaSound algorithm for personal name matching and the basic rules for forming syllables in Thai to construct the rule based naming system. Our proposed system uses the new phonetic based algorithm to return the variants of names from a database with the relative probability of their similarity. The advantage of this process is to improve searching algorithms for multicultural names in databases as well as in the internet. Currently we are using the MetaSound for A Framework for an Ontology-Driven Multi-lingual Transcription Systems for constructing the thesaurus of transcriptions to get different name variations of a specific name dynamically. This algorithm is designed for different language specific naming conventions and it helps to produce highly accurate matches. Our future intention is to implement an English Naming System based on the Thai astrology naming concept for foreigners. In addition the Thai astrology naming s...
Journal of Science and Technology Policy Management, 2022
Purpose The purpose of this paper is to propose a model that examines the relationships among the... more Purpose The purpose of this paper is to propose a model that examines the relationships among the five dimensions of the unified theory of acceptance and use of technology (UTAUT) toward the overall behavioral intentions (BIs); to use cashless payment systems in Thailand, which are practically based on the basic models and theories of consumer behavior such as the theory of reasoned action (TRA), theory of planned behavior (TPB) and technology acceptance model (TAM); and to explain the indirect effects between UTAUT and BIs to use cashless payment systems mediating by perceived risk and trust. Design/methodology/approach A total of 708 respondents, who have had an experience with a cashless payment system in Thailand, were selected using a stage sampling method. The data obtained from the participants were analyzed using a structural equation modelling approach. Findings The results of this paper reveal that UTAUT model, perceived risk and trust have all significant influences on BI...
International Journal of Membrane Science and Technology
Purpose –This study investigates the factors that influence the adoption of internet banking in T... more Purpose –This study investigates the factors that influence the adoption of internet banking in Thailand. It specifically examines the interplay between six dimensions of perceived risk (financial risk, performance risk, privacy risk, security risk, social risk, and time risk), attitude, and trust, and their impact on behavioral intentions to use internet banking.Design/methodology/approach –A multi-stage sampling process was used to obtain a representative sample of 505 respondents in Thailand. Structural Equation Modeling (SEM) was used to analyze the data.Findings –The research outcomes suggest that the adoption and usage of internet banking services are influenced by several key factors, namely perceived risk, attitude, and trust. These factors play a significant role in shaping individuals' decisions and behaviors when it comes to engaging with online banking platforms. The findings also show that attitude and trust mediate the relationship between perceived risk and behavi...
Management Science Letters, 2021
This research aims to compare the influence of service quality on intention to use broadband inte... more This research aims to compare the influence of service quality on intention to use broadband internet through attitudes and technology acceptance, as mediator variables between large and small broadband internet service providers (ISPs) in Thailand. A comprehensive review of the literature has modified the development of this behavioral model that explains intention to use of broadband internet. A data set from two groups: large and small broadband ISPs, nationwide survey was conducted in Thailand (n = 928 consumers). The theoretical model was tested using structural equation modeling. The findings show that integrated models have good explanatory power (78.3 percent) to predict customer's intention to use broadband internet. The results of this study are as follows. Firstly, service quality: tangible, reliability, responsiveness, assurance and empathy, supports second-order factor analysis. Service quality has an influence on attitude, perceived usefulness, perceived ease of use, and intention to use broadband internet both two types of service providers. Secondly, perceived usefulness has a significant effect on attitude, and intention to use only in small companies. Thirdly, attitude, perceived usefulness, and perceived ease of use as mediator variables have a positive effect between service quality and intention to use broadband internet. This study proposes customer acceptance on broadband internet using a modified TAM.to reveal the impact of service quality on intention to use. The results of this study can be replicated and extended to ASEAN countries. The conclusions and implications for management provide alternatives for companies to increase the number of internet users in order to improve overall quality of life.
RePEc: Research Papers in Economics, 2021
Journal of science & technology policy management, Feb 10, 2022
Purpose The purpose of this paper is to propose a model that examines the relationships among the... more Purpose The purpose of this paper is to propose a model that examines the relationships among the five dimensions of the unified theory of acceptance and use of technology (UTAUT) toward the overall behavioral intentions (BIs); to use cashless payment systems in Thailand, which are practically based on the basic models and theories of consumer behavior such as the theory of reasoned action (TRA), theory of planned behavior (TPB) and technology acceptance model (TAM); and to explain the indirect effects between UTAUT and BIs to use cashless payment systems mediating by perceived risk and trust. Design/methodology/approach A total of 708 respondents, who have had an experience with a cashless payment system in Thailand, were selected using a stage sampling method. The data obtained from the participants were analyzed using a structural equation modelling approach. Findings The results of this paper reveal that UTAUT model, perceived risk and trust have all significant influences on BIs to use a cashless payment system. This suggests that consumers in Thailand adopt to specific financial technological innovation if they perceive that the risk is low and they can trust the system, especially if it is associated with a reliable online banking network. Originality/value The basic understanding of the UTAUT model that influences BIs to use cashless payment systems has been the focus of this current paper. This paper empirically examined the overall direct and indirect influences of UTAUT model and perceived risk, trust and BI to use. This current paper also expands the UTAUT theory by exploring several dimensions (i.e. performance expectancy, effort expectancy and social influence). Research findings reveal that effort expectancy can reduce perceived risk and increase trust in Thailand's cashless payment systems. This can generate more customer interest and engagement, as well as provide insights into customers' intentions in using a cashless payment system.
Human behavior and emerging technologies, Aug 31, 2022
The purpose of this paper was to propose a model that examined a study adopting the technology ac... more The purpose of this paper was to propose a model that examined a study adopting the technology acceptance model with additional constructs (i.e., innovativeness) and the mediating role of attitude and perceived risk to use the cryptocurrency platform in Thailand. The data were collected through a questionnaire-based survey (456 usable responses) from consumers in Thailand. A two-step SEM approach (i.e., a measurement model and a structural model) was used to analyze the data. The findings showed a significant positive influence of perceived usefulness, perceived ease of use, innovativeness, attitude, perceived risk, and cryptocurrency platform adoption. Moreover, attitude mediated the relationship between perceived usefulness, perceived ease of use, innovativeness, and cryptocurrency platform adoption. Overall, our results showed that the model of perceived usefulness, perceived ease of use, and innovativeness explained 62.9% of the variance in the intention to use the cryptocurrency platform in Thailand. Our study has contributed to the technology acceptance model and highlighted its effectiveness in explaining the adoption of the cryptocurrency platform in Thailand.
International Journal of Professional Business Review
Purpose: Less attention has been given to the barriers that prevent consumers from using augment... more Purpose: Less attention has been given to the barriers that prevent consumers from using augmented reality in tourism (ART). Therefore, this research objective to propose a model that examines a study adopting innovativeness (i.e., service innovation and technology innovation) to use ART as the mediating role of attitude and word of mouth (WOM) in Thailand’s tourism industry. Theoretical framework: To identify individual characteristics that influence the use of augmented reality in tourism (ART), despite the technology's growing popularity in the country. We propose a conceptual model derived from studies on innovativeness, attitude, WOM and intention to use (ART). Design/Methodology/Approach: A total of 551 responses were considered for research analyses. Both confirmatory and exploratory factor analyses (CFA and EFA) were employed during the preliminary stages of the development of the measurement model. The significant impact that innovativeness has on ART in Thailand ...
International Journal of Professional Business Review
Purpose: This study aims to identify the motivational factors that encourage travelers to adopt ... more Purpose: This study aims to identify the motivational factors that encourage travelers to adopt augmented reality (AR) applications when exploring tourism destinations and to investigate the mediating effects of personal word-of-mouth (WOM) on the relationships between innovativeness and revisit intention outcomes among travelers. Theoretical framework: This study developed a conceptual framework that determines travelers’ inclination to use AR applications at tourism destinations, based on three primary variables: Innovativeness, Word-of-Mouth and Revisit Intention. Design/methodology/approach: A sample size of 430 was collected through an online self-administered survey. The proposed model was subjected to analysis using the structural equation modeling to examine the mediator effect of Word-of-Mouth. Findings: The results of the study indicate that service innovation and technology innovation have a significant and direct impact on travelers' WOM communication regar...
Lecture Notes in Computer Science, 2022
Management Science Letters, 2021
This research aims to compare the influence of service quality on intention to use broadband inte... more This research aims to compare the influence of service quality on intention to use broadband internet through attitudes and technology acceptance, as mediator variables between large and small broadband internet service providers (ISPs) in Thailand. A comprehensive review of the literature has modified the development of this behavioral model that explains intention to use of broadband internet. A data set from two groups: large and small broadband ISPs, nationwide survey was conducted in Thailand (n = 928 consumers). The theoretical model was tested using structural equation modeling. The findings show that integrated models have good explanatory power (78.3 percent) to predict customer’s intention to use broadband internet. The results of this study are as follows. Firstly, service quality: tangible, reliability, responsiveness, assurance and empathy, supports second-order factor analysis. Service quality has an influence on attitude, perceived usefulness, perceived ease of use, a...
งานวจยนมวตถประสงคเพอวเคราะหรปแบบการยอมรบพฤตกรรมความตงใจในการใชบรการสมารทแอพพลเคชนเพอสขภาพของ Gen ... more งานวจยนมวตถประสงคเพอวเคราะหรปแบบการยอมรบพฤตกรรมความตงใจในการใชบรการสมารทแอพพลเคชนเพอสขภาพของ Gen X ในเขตภาคเหนอตอนลาง 1 จำนวน 5 จงหวด ไดแก จงหวดตาก จงหวดอตรดตถ จงหวดพษณโลก จงหวดเพชรบรณ และจงหวดสโขทย ทมอายตงแต 39 - 53 ป จำนวน 400 คน ผลการวเคราะหดวยแบบจำลองสมการเชงโครงสราง พบวา ทฤษฎการยอมรบและการใชเทคโนโลย และแบบจำลองการยอมรบเทคโนโลยมอทธพลทางตรงตอความไววางใจ อกทงความไววางใจมอทธพลทางตรง อยางมนยสำคญตอพฤตกรรมความตงใจในการใชบรการสมารทแอพพลเคชนเพอสขภาพ จากการวจยครงนไดขอคนพบทสำคญวา ทฤษฎการยอมรบและการใชเทคโนโลย และแบบจำลองการยอมรบเทคโนโลย เปนปจจยทสำคญในการพฒนาการยอมรบในการใชบรการสมารทแอพพลเคชนเพอสขภาพ และยงชวยเพมความไววางใจในการใชบรการ ซงสงผลตอไปยงพฤตกรรมความตงใจในการใชบรการสมารทแอพพลเคชนเพอสขภาพ ทงนผลลพธจากงานวจยสามารถใชเปนตวตนแบบสำหรบผพฒนาแอพพลเคชนเพอสขภาพใหตรงตามความตองการของผบรโภค กอใหเกดความไววางใจและมประสทธภาพมากขน
International Journal of Scientific & Technology Research, 2015
The purpose of this research is to examine the relationship among the quality management, trust a... more The purpose of this research is to examine the relationship among the quality management, trust and behavioral intention to use internet banking of customers in Thailand. Using a structured questionnaire, primary data were collected from 400 internet banking users from both public and private banks, randomly selected from various parts of Thailand. Multiple regression was used to study the effect of quality management on trust and the effect of trust on behavioral intention to use internet banking. The findings indicate that the strongest predictor of quality management on trust is the service quality. In addition, the results show that trust and behavioral intention to use internet banking is positively correlated in the moderate level. There are three factors of quality management (service quality, system quality, and information quality) that associated with internet banking. The system and service qualities positively affects on trust, however, the information quality negatively...
งานวจยนมวตถประสงคเพอวเคราะหแบบจำลองเชงโครงสรางของการตดสนใจเลอกใชบรการศนยดแลในกลมเบบบมเมอร (Baby B... more งานวจยนมวตถประสงคเพอวเคราะหแบบจำลองเชงโครงสรางของการตดสนใจเลอกใชบรการศนยดแลในกลมเบบบมเมอร (Baby Boomer) และเสนอแนวทางในการเลอกใชบรการศนยดแลแกผสงอาย โดยกลมตวอยาง คอ ผทมอาย 45–73 ป หรอกลมเบบบมเมอร จำนวน 530 คน ในเขตภาคเหนอตอนลาง 1 ทงหมด 5 จงหวด ไดแก จงหวดตาก จงหวดอตรดตถ จงหวดพษณโลก จงหวดเพชรบรณ และจงหวดสโขทย โดยวเคราะหขอมลดวยสถตเชงพรรณนา ผลการวเคราะห พบวา ผตอบแบบสอบถามสวนใหญเปนเพศหญง มอายระหวาง 52-58 ป มสถานภาพสมรส มการประกอบอาชพ ขาราชการ/ พนกงานรฐวสาหกจ/ พนกงานของรฐ มระดบการศกษาปรญญาตร มรายไดเฉลยตอเดอน 20,001–40,000 บาท และมลกษณะครอบครวทอาศยอยกบคสมรสและบตร/ หลาน ทงนจากการวเคราะหขอมลดวยแบบจำลองสมการเชงโครงสราง (Structural Equation Model) พบวา ปจจยสวนประสมทางการตลาดบรการมอทธพลทางตรงตอทศนคต (β=0.285, p<0.001) มากทสด ซงประกอบดวยปจจยดานกระบวน (β=0.954, p< 0.001) รองลงมาดานสงเสรมทาง การตลาด (β=0.934, p<0.001) และดานชองทางการจดจำหนาย (β=0.888, p<0.001) ตามลำดบ อกทงปจจยทศนคตมอทธพลทางตรงตอการตดสนใจเลอกใชบรการ (β=0.228, p<0.001) แตอยางไรกตาม ผวจยพบวา คณภาพการบรการไมมอทธพลทางตรงต...
International Journal of Bank Marketing, 2018
Purpose The purpose of this paper is to examine the relationships among five dimensions of servic... more Purpose The purpose of this paper is to examine the relationships among five dimensions of service quality towards the overall behavioural intentions to use internet banking in Thailand and explain the indirect effects between service quality and behavioural intentions to use internet banking using perceived risk and trust as the mediating variables. Design/methodology/approach A multi-stage sampling procedure was performed to select the 505 respondents for this study. The participants were selected based on their experiences using internet banking in Thailand. The data obtained from the participants was analysed using a structural equation modelling approach. Findings The results show that service quality, perceived risk and trust influence behavioural intentions to use internet banking. This study primarily aims to find out whether perceived risk and trust worked as a mediator variable between service quality and behavioural intentions to use internet banking. The study will be us...
The Journal of Internet Banking and Commerce, 2015
We have used Thai astrology as a naming methodology, the MetaSound algorithm for personal name ma... more We have used Thai astrology as a naming methodology, the MetaSound algorithm for personal name matching and the basic rules for forming syllables in Thai to construct the rule based naming system. Our proposed system uses the new phonetic based algorithm to return the variants of names from a database with the relative probability of their similarity. The advantage of this process is to improve searching algorithms for multicultural names in databases as well as in the internet. Currently we are using the MetaSound for A Framework for an Ontology-Driven Multi-lingual Transcription Systems for constructing the thesaurus of transcriptions to get different name variations of a specific name dynamically. This algorithm is designed for different language specific naming conventions and it helps to produce highly accurate matches. Our future intention is to implement an English Naming System based on the Thai astrology naming concept for foreigners. In addition the Thai astrology naming s...
Journal of Science and Technology Policy Management, 2022
Purpose The purpose of this paper is to propose a model that examines the relationships among the... more Purpose The purpose of this paper is to propose a model that examines the relationships among the five dimensions of the unified theory of acceptance and use of technology (UTAUT) toward the overall behavioral intentions (BIs); to use cashless payment systems in Thailand, which are practically based on the basic models and theories of consumer behavior such as the theory of reasoned action (TRA), theory of planned behavior (TPB) and technology acceptance model (TAM); and to explain the indirect effects between UTAUT and BIs to use cashless payment systems mediating by perceived risk and trust. Design/methodology/approach A total of 708 respondents, who have had an experience with a cashless payment system in Thailand, were selected using a stage sampling method. The data obtained from the participants were analyzed using a structural equation modelling approach. Findings The results of this paper reveal that UTAUT model, perceived risk and trust have all significant influences on BI...