Kasetsart Applied Business Journal

The impact of Technostress and Intra-organization Conflict on employee’s and Entrepreneurial Job Burnout in Organization within Thailand

Jul Thanasrivanitchai, Krongthong Thongmak , Thanawan Torasamphan — Mon, 30 Jun 2025 00:00:00 +0700

This study explores the impact of the 5 aspects of technostress and the 3 aspects Intra-organization Conflict to employee’s and Entrepreneurial Job Burnout. How do technostress and Intra-organization Conflict affect employee’s and Entrepreneurial Job Burnout in Organization within Thailand.
Many organizations adopt new technology and encourage employees to use technology for maximum organization benefit and achieve the goals. But it may also cause technostress. Moreover, nowadays Thai society experiences unembellished and never-ending social conflict, leading to Intra-organization Conflict. Therefore, this paper aims to understand how technostress and Intra-organization conflict effect on employee’s and Entrepreneurial Job Burnout. To raise an awareness of the impact of technostress and Intra-organization conflict. The results of this study show that Techno-Overload and Techno-Invasion have positive relationship to job burnout. It is also found that Task conflict and Relationship conflict affect job burnout.

The Relationship between Earnings Quality and Market Prices of Securities for Listed Companies in the Stock Exchange of Thailand, Focusing on the Property and Construction Sectors

Panchat Akarak, Witchatkarn Maythawiriyakul — Mon, 30 Jun 2025 00:00:00 +0700

The objective of this research is to examine earnings quality and analyze the relationship between earnings quality and the market price of securities for publicly listed companies in the Stock Exchange of Thailand, specifically in the real estate and construction sectors. Secondary data from financial statements covering the years 2019 - 2021, with a total of 261 samples, were collected. Data analysis included descriptive statistics such as mean, minimum, maximum, and percentage, along with inferential statistics, namely multiple correlation and multiple regression analysis. The research findings revealed that earnings quality, measured by discretionary accruals (DAC), has a statistically significant positive relationship with the stock prices (SP) at the 0.05 level. Among the control variables, company size (SIZE) showed a statistically significant positive relationship with the stock prices (SP) at the 0.01 level, while financial leverage (LEV) demonstrated a statistically significant negative relationship with the stock prices (SP) at the 0.05 level. Other control variables, including large audit firm affiliation (AUDIT FIRM), growth rate (GROWTH), and return on assets (ROA), showed no statistically significant relationship with the stock prices (SP).

Marketing mix factors influencing decision to use electric vehicle charging stations in Nakhon Ratchasima Province

Ajcharapan Tangjaturasopon — Mon, 30 Jun 2025 00:00:00 +0700

The research article aims to: compare the decision-making process of choosing an electric vehicle charging station based on the personal characteristics of private vehicle users, and study the influence of marketing mix factors on personal car users' decision to use electric vehicle charging stations in Nakhon Ratchasima Province. The research involved a sample group of 400 participants, selected through convenient sampling. Data was collected using a questionnaire with a reliability coefficient of 0.861 Statistical analysis was conducted to determine the data using percentages, means, standard deviations, t-test statistics, One-Way Analysis of Variance, Multiple linear Regression, and correlations. The research findings indicated that 1) Personal characteristics, including gender, age, education level, occupation and average monthly income, were not significantly differed in overall decision making on EV charging stations. marketing mix, consist of product, price, place, promotion, process and physical characteristics, have a relationship with the overall decision to use electric vehicle charging stations. The marketing mix that influenced the decision to choose an electric vehicle charging station in general and can be forecasted on three aspects: product, process and physical characteristics. As a result, entrepreneurs need to focus on marketing mix to create competitive advantages and create satisfaction for service users.

The Influence of Brand Image, Brand Identity, Perceived Value, and Brand Love on Brand Evangelism of Smartphone Users in Thailand

wanwisa phetburi, Sasiwemon Sukhabot — Mon, 30 Jun 2025 00:00:00 +0700

This research aims to study the factors influencing brand evangelism to smartphones, focusing on four factors: brand image, brand identity, perceived value, and brand love. The sample group for this study consists of 800 consumers who have been using iPhone and Samsung smartphones for at least six months. This is a quantitative research study that uses a questionnaire as the research instrument. Convenience sampling was employed, and the data were analyzed using percentage, mean, and regression analysis to test the hypotheses. The findings indicate that the factors of brand image, brand identity, perceived value, and brand love significantly influence brand evangelism at a 0.00 statistical level. The results of this research are beneficial for developing marketing and brand communication strategies to foster brand evangelism, which will strengthen the brand and provide a competitive advantage

Factors Affecting the Survival of Traditional Business (Convenience Store) in Chonburi Province

Natthaporn Tipmanee, Nipa Niruttikul — Mon, 30 Jun 2025 00:00:00 +0700

The objectives of this study were study the levels of entrepreneurs characteristics, adaptation strategies, succession transfer on family business and the survival of traditional business (convenience store) and study to entrepreneurs characteristics, adaptation strategies and succession transfer on family business affecting to the survival of traditional business (convenience store) in Chonburi Province. This study was quantitative research and used a questionnaire to be the tool to collection of traditional business (convenience store) retail entrepreneurs of 390 samples in Chonburi Province including of Mueang Chonburi District, Siracha District and Bang Lamung District by using quota sampling. Statistics used in this study included mean, percentage, standard deviation, stepwise multiple regression analysis and simple regression analysis. The results showed that the factors entrepreneurs characteristics, adaptation strategies and succession transfer on family business affecting to the survival of traditional business (convenience store) in Chonburi Province at the 0.05 level of statistics significance.

The structural equation modeling of motivations influencing decision-making and satisfaction of spa consumers in Mueang District, Khon Kaen Province

Jinnapas Dominic, Natsinee Jarasthanitsak, Rachatawan Intawong — Mon, 30 Jun 2025 00:00:00 +0700

This research aims to develop a structural equation model to analyze the factors influencing the use of spa services in Mueang District, Khon Kaen Province, to validate the structural equation model of motivation that influences the use of spa services in Mueang District, Khon Kaen Province, and to analyze and compare the motivations influencing the use of spa services in Mueang District, Khon Kaen Province, between the group of spa users who are self-employed and the group of spa users who are students.
A quantitative research method was collected from 400 consumers. The data was analyzed using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM). The study found that different occupations influenced spa service usage differently. For self-employed occupations, motivations related to marketing mix factors such as online distribution, promotions, the spa's image, reputation, and the desire for physical health improvement affect their decision to use the services and their satisfaction with a desire to return for repeat services. In contrast, for students, social recognition and the desire for socialization motivations influenced their decision to use the services and their satisfaction, resulting in positive word-of-mouth recommendations.