MUT Journal of Business Administration

Factors Affecting Consumers' Purchase Intention of Electric Vehicles in Bangkok and the Metropolitan Area

Nattakit Diloktiansak, Snitnuth Niyomsin, Tussanee Sirariyakul — Mon, 16 Dec 2024 00:00:00 +0700

The present study examined factors affecting consumers’ intention to purchase electric vehicles (EVs). Participants were individuals who lived in Bangkok and the metropolitan area and were either buying or planning to buy new cars within a few years. Convenience sampling was employed, and to ensure a diverse pool of participants, the researchers also used voluntary response sampling by distributing an online questionnaire across various social networks. A total of 408 participants completed the online questionnaire. This study employed descriptive statistics and applied multiple regression analysis and one-way ANOVA to test the hypotheses. The results showed that most participants were single females, aged 36 - 45, and held bachelor’s degrees. They worked in the private sector, with incomes ranging from 40,001 - 60,000 Baht per month. The results from the hypothesis testing indicated that social influence had the greatest effect on EV purchase intention (β = 0.546, p = .000), followed by effort expectation (β = 0.211, p = .000), performance factors (β = 0.106, p = .005), price value (β = 0.099, p = .019), and facilitating conditions (β = -0.083, p = .020), respectively. No significant effect of environmental concerns or perceived physical risks on purchase intention was found. All factors explained 54.10 percent of consumers’ intentions to purchase EVs. The findings also revealed that participants’ income levels were related to both social influence and EV purchase intention. Generally, as income levels increased, both the importance of social influence and EV purchase intention increased. Male participants also reported that operating an EV required less effort than it did for female participants.

THE HUMAN RESOURCE DEVELOPMENT MODEL THAT AFFECTS EMPLOYEE EFFICIENCY IN LOCAL WHOLESALE AND RETAIL BUSINESSES IN THE LOWER NORTHERN THAILAND

Phattaradanai Taithaisong, Umarwan Watakit — Mon, 16 Dec 2024 00:00:00 +0700

The objectives of this research were: 1) to study the current conditions of human resource development operations in local wholesale and retail businesses, 2) to analyze the human resource development process factors that affect employee efficiency in local wholesale and retail businesses, and 3) to propose a human resource development model that enhances the employee efficiency in local wholesale and retail businesses in the lower northern region. This research employed a mixed-methods approach. The sample group for the qualitative research consisted of 12 executives responsible for human resource development in local wholesale and retail businesses in the lower northern region. The sample group for the quantitative research consisted of 500 employees working in local wholesale and retail businesses in the lower northern region. The data were collected using questionnaires and in-depth interviews. The data were analyzed using confirmatory factor analysis and structural equation model analysis.

The research found that 1) at present, local wholesale and retail businesses do not implement human resource development activities according to the theoretical framework. Additional actions that need to be done include: (1) individual development, focusing on establishing an operational competency system and supporting employees in pursuing higher education; (2) career development, which involves preparing career advancement plan and succession plans for key positions; (3) performance management, through the appointment of performance evaluation and monitoring committee; and (4) organizational development, with an emphasis on benchmarking between organizations within the same group of organizational development and fostering a learning organization. Furthermore, human resource development factors including individual development, career development, performance management, and organizational development affect employee efficiency in local wholesale and retail businesses in the lower northern region. The performance management aspect has the greatest influence on operational efficiency. Also, the human resource development model affects the employee performance in local wholesale and retail businesses in the lower northern region. The model has p-value = 0.051, χ2/df = 1.690, RMSEA = 0.037, GFI = 0.950, and AGFI = 0.911. Therefore, the C model consists of 1) C: Competency, 2) C: Career Path, 3) C: Committee, and 4) C: Compare. It should be applied as a guideline for driving the human resource development system in local wholesale and retail businesses.

The Influence of Service Quality on the Performance of Food and Beverage Businesses in Thailand

Nopmanee Parungrojrat, Suparerk Sooksmarn, Bordin Rassameethes, Sawat Wanarat — Mon, 16 Dec 2024 00:00:00 +0700

This research employed a mixed-method approach to study the service quality and performance of restaurants and beverage shops. The main objective was to study the relationship between service quality and organizational performance of restaurants and beverage shops. The data collection tools included questionnaires to gather quantitative data on customers’ perspectives and interviews to collect qualitative data on the attitudes of restaurant and beverage shop operators in 5 provinces: 1) Sangkhla Buri, Kanchanaburi Province, 2) Suan Phueng, Ratchaburi Province, 3) Yala Province, 4) Pattani Province, and 5) Narathiwat Province. The convenience sampling method was used to select 432 customers and 14 restaurants and beverage shops offering dine-in, street food, and delivery services, in order to measure service quality from the perspective of customers with different cultural dimensions. The objectives were: 1) to study the components of restaurant service quality from the perspective of customers with different cultural dimensions, 2) to study the characteristics of customers’ cultural dimensions that influence their expectations of service quality, and 3) to study the influence of service quality on organizational performance. The data collected from the questionnaires were analyzed using descriptive statistics, including percentage, mean, and standard deviation, with the Amos software to process the statistical data for the Structural Equation Model (SEM). Various indices such as the Chi-square index, Goodness of Fit Index (GFI), Adjusted Goodness of Fit Index (AGFI), Tucker Lewis Index (TLI), Incremental Fit Index (IFI), Comparative Fit Index (CFI), and Root Mean Square Error of Approximation (RMSEA), were used to analyze the regression coefficients of the variables.

The research results indicated that: 1) Service quality, as perceived by customers, comprised three components: tangible (Concrete Element), ability to support customers (Ability to Serve), and compassion in service (Service Caring). 2) The characteristics of the customer’s cultural dimensions in terms of power distance, risk avoidance, and long-term perspectives influenced service quality expectations. These service quality expectations, in turn, affected both the perceived and customer satisfaction. Moreover, the perceived service quality and customer satisfaction impacted organizational performance. 3) The qualitative data revealed that the stores prioritized service quality components differently than customers, with the highest emphasis on Ability to Serve, followed by Service Caring and Concrete Element. 4) Fit indices values from statistical analysis using the Amos program were CMIN/df = 3.243, Goodness of Fit Index (GFI) = 0.884, Adjusted Goodness of Fit (AGFI) = 0.851, Tucker Lewis Index (TLI) = 0.905, Incremental Fit Index (IFI) = 0.921, Comparative Fit Index (CFI) = 0.920, Root Mean Square Error of Approximation (RMSEA) = 0.072.

A Structural Equation Model of Information Presentation Characteristics in Digital Financial Reporting and Decision-Making Success of Mutual Fund in Thailand

Sawad Hakin, Worawit Laohamethanee — Mon, 16 Dec 2024 00:00:00 +0700

This research aimed to examine the influence of interactional and presentation awareness of digital financial reports on the decision-making success of mutual funds in Thailand, with information symmetry effectiveness as a mediating variable. Data were collected through a mail survey, with fund managers as the respondents. A total of 82 fully completed questionnaires were used for data analysis. The data were analyzed using descriptive statistics, multiple correlation, confirmatory factor analysis (CFA) and structural equation modeling (SEM). The results revealed that interactional and presentation awareness of digital financial reports had a significantly positive influence on information symmetry effectiveness (β=0.382, P<0.01). Furthermore, information symmetry effectiveness had a significantly positive influence on decision-making success (β=0.462, P<0.01). These findings confirmed that investors recognized and understood the benefits of interactivity and presentation in digital financial reports in enhancing information symmetry, which led to more effective organizational investment and decision-making. Therefore, to promote equitable information disclosure, relevant agencies could use these findings as a guideline for developing more effective presentation characteristics of financial reports disseminated through digital systems to further benefit users.

Confirmatory Factor Analysis of Marketing Mix Factors and Motivations Affecting Thai Tourists' Intention to Travel with Dogs

Mon, 16 Dec 2024 00:00:00 +0700

This research aimed to study 1) the marketing mix factors affecting the intention to travel with pets of Thai tourists, 2) the relationship between motivation and intention to travel with pets of Thai tourists, and 3) the relationship between marketing mix factors and intention to travel with pets of Thai tourists. Data were obtained from a sample of 400 Thai tourists who were dog lovers, selected via online channels using incidental methods. The main research instrument was a questionnaire. The main data analysis methods were descriptive statistics and inferential statistics. The data were analyzed using Confirmatory Factor Analysis (CFA) and multiple regression analysis.

The research found that most dog owners were female, aged 21-35 years, and had a monthly income of 20,001-40,000 baht. The motivation item with the highest impact on the intention to travel with a pet was the attachment to the pet ( ). The marketing mix factor that had the highest impact on the intention to travel with a pet was the price ( ). The results of testing hypothesis 1 using stepwise multiple regression analysis found that the motivation to travel with a pet could predict the intention to travel with a pet in 2 aspects: 1) the perception of benefits that pets receive and 2) the social interaction aspect, with statistical significance at the 0.05 level. However, the aspects of attachment to a pet, prestige and novelty could not predict the intention to travel with a pet of Thai tourists. The results of testing hypothesis 2 using stepwise multiple regression analysis found that the marketing mix could predict the intention to travel with a pet in 3 aspects: 1) products and services, 2) places, and 3) promotions, with statistical significance at the 0.05 level. The price factor could not predict the intention to travel with a pet.

The Influence of Perceived Brand Authenticity on Brand Usage Intention and Willingness to Pay a Price Premium: A Case Study of the Vietnamese Food Brand "VT Nam Nueng"

Anusak Rattanakanokkan — Mon, 16 Dec 2024 00:00:00 +0700

The objectives of this research article were to 1) examine the influence of brand authenticity perception on consumer brand engagement and 2) examine the influence of consumer brand engagement on brand usage intention and willingness to pay a price premium.
This research used quantitative methods. The sample group consisted of 400 consumers who were familiar with and interested in purchasing VT Nam Nueng products, residing in Udon Thani Province. Multi-stage sampling was used. The research instrument was a five-level questionnaire. Data were analyzed using inferential statistics through Structural Equation Modeling (SEM). The research findings were as follows: 1) symbolism positively influenced consumer brand engagement, 2) brand engagement positively influenced the intention to use the brand, and 3) brand engagement positively influenced the willingness to pay a price premium.

An Analysis and Approach to Reduce Road Transportation Costs with Cold Chain Logistics: A Case Study of ABC Company, a Private Operator of Domestic Temperature-Controlled Freight Transport

Mon, 16 Dec 2024 00:00:00 +0700

This research analyzed road transportation costs and explored strategies for reducing road transportation costs using cold chain logistics. ABC Company, a private operator of domestic temperature-controlled freight transport was chosen as a case study. The company’s five delivery areas were studied. The principle of the 7 Wastes was used to develop guidelines for problem-solving. The ECRS principle was applied to assess problems in each activity. This research found that the problem that most affected the total costs was the waste of time due to waiting, waste of waiting time during the loading process of goods onto delivery trucks with the cold chain system, and waste of waiting time when the trucks were not pre-cooled to the required temperature in advance. This resulted in an inability to promptly receive and arrange goods within the transport vehicle, causing ABC Company, the case study, to lose opportunities to accept additional jobs each day. This impacted backhaul costs and affected the total road transportation costs, especially in terms of fuel expenses, which were a primary factor influencing variable costs related to vehicle fuel consumption rates. These variable costs depend on the distance traveled (VC₂). The improved approach should involve rearranging work processes and improving processes to ensure smooth information flow from the order placement stage to the delivery planning stage. A system or application should be set up to link data more efficiently, providing faster and more convenient real-time access. The analysis results, after adjusting the service areas based on transportation time and considering the shortest distance with the lowest cost according to the cost-saving approach, led to the decision to reduce the number of service areas from five to four. The cost analysis revealed that the total transportation cost for all delivery areas for the case study of ABC Company, a domestic temperature-controlled freight operator using 4-wheel temperature-controlled trucks, amounted to 10,564.87 Baht per month before optimization. After the improvements, the total monthly transportation cost decreased to 3,734.89 Baht. The total transportation cost was reduced by 6,829.98 Baht, which is equivalent to a 35% decrease. The number of transportation trips was increased. Before the improvement, there were 52 trips per month; after the improvement, this increased to 63 trips per month. Following the improvement, the monthly income from transportation services (Transportation Charge Income) increased to 495,180.00 Baht, compared to the previous income of 409,448.00 Baht. This results in an increased income of 85,732.00 Baht, which is a 9% increase.

Factors Affecting the Acceptance to Use the Electronic Tax Invoice and Electronic Receipt System (e-Tax Invoice & e-Receipt) of the Entrepreneurs in Bangkok Area Revenue Office 21

Mon, 16 Dec 2024 00:00:00 +0700

This research aims to investigate the following: 1) The fundamental characteristics of entrepreneurs; 2) The factors influencing technology acceptance, risk perception, and the adoption of the electronic tax invoice and electronic receipt system (e-Tax Invoice & e-Receipt); and 3) The impact of various elements, including perceived benefits, perceived ease of use, social influence, and perceived risk, on entrepreneurs' acceptance of the electronic tax invoice and electronic receipt system (e-Tax Invoice & e-Receipt) in the Revenue Office Area 21, Bangkok. The study employs a quantitative research method, utilizing a sample of 400 entrepreneurs selected through convenience sampling. Data collection was conducted using a questionnaire with a 5-point Likert scale, and the analysis involved statistical methods to determine frequency, mean, percentage, and standard deviation. Hypothesis testing was performed using one-way analysis of variance and multiple regression analysis.

The research findings indicated that medium-sized enterprises, generating annual revenues exceeding 30 million baht but not surpassing 500 million baht, along with businesses operating for more than 10 years, demonstrated a higher acceptance of the e-Tax Invoice & e-Receipt system compared to other business types. Among the various factors, perceived ease of use had the most significant impact on the acceptance of the system, followed by social influence, perceived benefits, and perceived risks, repectively. These factors can predict the acceptance of the e-Tax Invoice & e-Receip system of entrepreneurs by 71 percent, with statistical significance at 0.05. Government agencies can use the research results as guidelines for creating effective policies or measures to push entrepreneurs to join the system more.

Development and Enhancement of Products to Add Value to Palm Bark-Dyed Fabric in Alignment with Market Acceptance Leading to Commercial Production

Kritchana Wongrat, Sopaporn Klamsakul, Wiwit Suksangaram, Piyanut Monklang — Mon, 16 Dec 2024 00:00:00 +0700

The objectives of this research were: 1) to study the potential and management readiness of the Palmyra palm bark-dyed fabric product group in Phetchaburi, 2) to study purchasing behavior, patterns, and factors affecting purchasing decisions, and 3) to develop product prototypes from Phetchaburi's Palmyra palm bark-dyed fabric. This study employed a research and development methodology. The research samples consisted of 15 group members and producers of Palmyra palm bark-dyed fabric products, 400 consumers, and 5 experts. The research instruments included interviews, questionnaires, and evaluation forms. The statistics used in the research were percentage, mean, standard deviation, t-test, F-test and content analysis. The research findings revealed that the group possessed potential and management readiness to develop Palmyra palm bark-dyed fabric products with modern, identifiable designs that met consumer demands and standards. Regarding purchasing behavior for Palmyra palm bark-dyed fabric products, consumers placed the highest importance on product quality. The development of processed Palmyra palm bark-dyed fabric should focus primarily on clothing and apparel products. The main reasons for purchasing were supporting community products and appreciation for local uniqueness. The development of Palmyra palm bark-dyed fabric products maintained identity, quality, beauty, and utility under the brand name "Chex-Khow," which means "thank you" in Karen language. The research benefits include enabling group members and community entrepreneurs to use the Palmyra palm bark-dyed fabric product prototypes developed through this research as guidelines for product development to create market value for commercial purposes.

The Influence of E-Service Quality and Food Quality on Continuance Usage Intention: The Role of E-Satisfaction in Online Food Delivery

Suteera Detnakarin, Thananya Yincharoen, Akkayarn Arrayayarn — Mon, 16 Dec 2024 00:00:00 +0700

The objectives of this study were to: 1) investigate the direct influence of e-service quality and food quality on continuance usage intention of online food delivery applications; and 2) examine the indirect influence among e-service quality, food quality, and continuance usage intention of online food delivery applications through the mediation role of e-satisfaction. The sample group consisted of 721 individuals with experience ordering online food delivery through at least one application, using convenience sampling. The research instrument was an online questionnaire, and the data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM). This analysis showed that the theoretical model was relevant to the empirical data. The findings were as follows: 1) e-service quality had a significant direct influence on continuance usage intention of apps, while the influence of food quality on continuance usage intention of apps was found to be not significant; 2) e-service quality had an indirect influence on continuance usage intention, partially mediated by e-satisfaction; and 3) food quality had an indirect influence on continuance usage intention, fully mediated by e-satisfaction. The findings demonstrated that e-satisfaction was an important factor in the decision to continue using online food delivery applications.

Needs Assessment of the New Marketing Evangelism on Brand Loyalty for Car Rental Service Development

Watcharee Ariyamang, Supot Rattanapun, Thikamporn Thaweedech — Mon, 16 Dec 2024 00:00:00 +0700

The research aims to (1) measure the level of expectations and perceptions of current conditions for car rental services, (2) compare and prioritize control needs for market development, and (3) analyze the relationship between rental car loyalty and the New Marketing Mix. The questionnaires were used to collect data from the participants which were car rental customers. The frequency, percentage, mean, standard deviation, Pearson correlation and the PNI _Modified were used to analyze the data. The research results indicated that (1) the level of car rental customers' expectations was highest in terms of Everywhere, Exchange, Experience, and Evangelism, with mean values of 4.72, 4.59, 4.54 and 4.51 percent, respectively. Perception of the current condition was at a high level in all aspects, except for Everywhere, which was at the highest level. (2) The priority needs for market development ranked as follows: first, Experience and Everywhere, followed by Evangelism and Exchange, with PNI _Modified values of 0.07, 0.07, 0.05, and 0.05, respectively. (3) Customer loyalty in car rental services had a positive linear relationship with the marketing factors of Experience and Evangelism at a moderate level, and Exchange and Everywhere at a low level.