MUT Journal of Business Administration

Confirmatory Factor Analysis of Marketing Mix Factors and Travel Intention toward Tourism in Chonburi Province

Fri, 26 Jun 2026 00:00:00 +0700

This research aimed to study the components of tourist attractions and marketing mix factors affecting tourists' intention to travel to Chonburi Province. Data were collected from 400 tourists who had visited Chonburi Province through online channels, specifically Facebook pages related to tourism in Chonburi Province. A questionnaire was used as the research instrument. The data were analyzed using descriptive and inferential statistics. Confirmatory Factor Analysis (CFA) and multiple regression analysis were employed to analyze the relationship. The results revealed that the majority of respondents were female (244 participants), aged 21–30 years, with a monthly income of 10,001–25,000 baht. The tourism component factors affecting tourists’ intention to visit were attractions ( ). The marketing mix factors affecting tourists’ intention were products and services ( ).

The results of Hypothesis 1 testing using Stepwise Multiple Regression Analysis revealed that the three components of tourist attractions affecting tourists’ intention to visit Chonburi Province were attractions, facilities, and accessibility. They could significantly predict the tourists’ intention at the 0.05 level. The results of Hypothesis 2 testing using Stepwise Multiple Regression Analysis revealed that the marketing mix could significantly predict the tourists’ intention to visit Chonburi Province in four aspects: products and services, price, location, and promotion, at the 0.05 level.

Components Analysis of Green Restaurant Management among Consumers in Bangkok

Chanchira Chattrawanit, Wipa Mala — Fri, 26 Jun 2026 00:00:00 +0700

This research is a quantitative study with two primary objectives: 1) to investigate consumers’ opinions regarding the management factors of eco-friendly restaurants in Bangkok, and 2) to analyze the factors influencing consumers’ utilization of green restaurant services in Bangkok. The sample consisted of 352 consumers, aged 20 and above, who utilize green restaurant services. The sample size was determined using G*Power software, and participants were selected via convenience sampling from consumers at ten award-winning green restaurants (2019), comprising four Gold-level, one Silver-level, and five Bronze-level establishments. Data were analyzed using mean, percentage, and Exploratory Factor Analysis (EFA). The research instrument was a questionnaire consisting of rating scales and multiple-choice items.

The findings revealed that the green restaurant management factors receiving the highest levels of consumer agreement were the absence of unpleasant odors, the absence of excessive noise, and the cessation of foam packaging for food. The Exploratory Factor Analysis identified three key factors: 1) Service Factor, consisting of seven indicators; 2) Environmental Factor, consisting of five indicators; and 3) Raw Material Management Factor, consisting of six indicators. Collectively, these three factors accounted for 62.65% of the variance in consumers' decisions to use eco-friendly restaurant services. These findings can serve as guidelines for management, strategic planning, and quality improvement of eco-friendly restaurants, enabling entrepreneurs to enhance their competitive potential and achieve sustainable business success.

Ethical Business Models Influencing Online Purchasing Behavior and Future Service Trends among Consumers in Dusit District, Bangkok

Khajeerat Phumphruk — Fri, 26 Jun 2026 00:00:00 +0700

The purposes of this research are: (1) to study ethical business models, including personnel, processes, products, and technology, that influence online purchasing behavior; and (2) to investigate future service trends among consumers in Dusit District, Bangkok. The sample consisted of consumers residing in Dusit District, Bangkok. Data were collected using questionnaires and analyzed using frequency, percentage, mean, standard deviation, multiple regression analysis, and Pearson simple correlation coefficient.

The research results, based on a simple random sample of 400 people, revealed that the majority of consumers were female, aged 20-29 years, single, held a bachelor's degree, worked as private-sector employees, and had a monthly income between 15,001 and 20,000 baht. The overall business model, as well as the product and process dimensions, significantly influenced online purchasing behavior in terms of expenditure per transaction with statistical significance at the .01 level. Furthermore, the overall business model and its individual dimensions, namely technology and product dimensions, significantly influenced online purchasing behavior in terms of purchase frequency (times/month) with statistical significance at the .01 level. In addition, online purchasing behavior, specifically expenditure per transaction and purchase frequency (times/month), was significantly associated with future service usage trends, future purchasing intentions, and recommendation or word-of-mouth behavior with statistical significance at the .01 level.

The Influence of Vocational Students' Fear of Failure and Digital Entrepreneurial Intention in Yunnan Province, China: Roles of Risk Tolerance and Climate for Inclusion

Ke Zhang, Xichang Huang — Fri, 26 Jun 2026 00:00:00 +0700

The current economic downturn in the China-ASEAN region presents a pressing challenge in reversing the prevailing difficulties. Entrepreneurial activities conducted online by vocational students represent a crucial initiative for advancing the digital economy within the China-ASEAN region.Negative emotions are closely associated with vocational students' digital entrepreneurial intention.Therefore, employing complex adaptive systems theory, this study examines the relationship between vocational students’ fear of failure and digital entrepreneurial intention in Yunnan Province, China, from a China-ASEAN regional perspective. It also investigates the mediating effect of risk tolerance and the moderating role of climate for inclusion. Data were collected from students at five vocational colleges in Yunnan Province, China, in August 2025 using purposive sampling and an online questionnaire. A total of 345 valid questionnaires were received (response rate: 86.25%). Empirical analysis and hypothesis testing revealed that, within the China-ASEAN regional context, there was a negative correlation between vocational students’ fear of failure and digital entrepreneurial intention. Furthermore, risk tolerance had a mediating effect, while climate for inclusion moderated the direct effect of fear of failure on digital entrepreneurial intention, and the indirect effects of climate for inclusion on vocational students’ digital entrepreneurial intention through risk tolerance in the Yunnan Province, China. Consequently, these students require not only positive emotional states but also anticipated risk perception and experiences of institutional fairness to fully enhance their entrepreneurial readiness in Yunnan Province, China. This, in turn, will stimulate their future participation in digital entrepreneurial practices within the China-ASEAN region.

Factors Influencing Job Satisfaction in Chinese Private Universities: The Mediating Role of Work Engagement

Zhang Xin, Chidchanok Inthong — Fri, 26 Jun 2026 00:00:00 +0700

This study investigates the impact of job characteristics, perceived organizational support, self-efficacy, and social support on job satisfaction among teachers in private universities in Shandong Province, China, with work engagement as a mediating variable. Using a mixed-methods approach, data were collected from 400 full-time teachers at eight private undergraduate institutions through structured questionnaires and in-depth interviews. Structural equation modeling (SEM) was employed to test the research hypotheses. The results revealed that work engagement played a significant partial mediating role between the four antecedent variables and job satisfaction, with the mediation proportion stabilizing between 49.3% and 50.7%. Job characteristics demonstrated the strongest effect on work engagement (beta = 0.31, p < 0.001), followed by self-efficacy (beta = 0.29, p < 0.001), perceived organizational support (beta = 0.27, p < 0.001), and social support (beta = 0.20, p < 0.001). The findings provide theoretical contributions to the Job Demands-Resources theory and offer practical implications for human resource management in resource-constrained private higher education institutions. Additionally, qualitative thematic analysis of in-depth interviews with 23 key informants revealed five core themes: autonomy in content sequencing, real-time classroom feedback, ritualistic training, interdisciplinary collaboration, student participatory feedback, and adaptive perspectives on salary satisfaction. These qualitative findings complement and explain the quantitative results, illuminating why job characteristics have stronger effects on younger faculty and why a gap exists between formal and substantive organizational support.

The Effect Mechanism of Virtual Team Leadership on Employees’ Intrapreneurial Behavior in Southwest Border Areas of China

Lei Li; Chuensumon Bunnag, Ke Zhang, Zhaoyun Wen — Fri, 26 Jun 2026 00:00:00 +0700

The southwestern border areas are among the poorest regions in China, where poverty remains difficult to overcome. Activities such as employee-led intrapreneurship can accelerate organizational innovation and transformation, serving as an important driving force for economic development in these regions and as a key approach to improving local economic conditions. Leadership has been found to be closely related to employees’ intrapreneurial behavior. Therefore, based on Social Information Processing Theory, this study examines the relationship between virtual team leadership and employees’ intrapreneurial behavior, while also exploring the mediating role of passion for inventing and the moderating effect of organizational embeddedness in the southwestern border areas of China.Data were collected in September 2025 through purposive sampling using online questionnaires distributed to employees from 65 enterprises in the region, resulting in 589 valid responses, representing an 89.24% response rate. This quantitative study utilized SPSSAU* to test the hypotheses through correlation analysis, path analysis, as well as mediation and moderation analyses.

The findings revealed that virtual team leadership was positively associated with employees’ intrapreneurial behavior. In addition, passion for inventing played a mediating role in this relationship, while organizational embeddedness moderated both the direct effect of virtual team leadership on passion for inventing and the indirect effect of virtual team leadership on employees’ intrapreneurial behavior through passion for inventing in the southwestern border areas of China. Finally, the study recommends that poverty alleviation agencies and related organizations prioritize support for the composite leadership characteristics required in virtual environments, as well as employees’ perceptions of organizational attachment, within local poverty reduction strategies. Such an approach can foster proactive innovation mechanisms and encourage employee-initiated intrapreneurial activities, thereby contributing to poverty alleviation and economic development in the southwestern border areas of China.

* Intelligent web analytics software, including SEM

Confirmatory Factor and Multiple Regression Analysis of Marketing Influencer Factors Influencing Purchasing Decisions on TikTok

Pratumporn Wongthongsri, Chidchanok Inthong — Fri, 26 Jun 2026 00:00:00 +0700

This research aimed to study the factors of influencers in marketing communication that affect consumers’ purchasing decisions on the TikTok platform. Data were collected from 400 respondents who had previously purchased products through TikTok. The data collection was conducted online through Facebook pages related to online shopping on TikTok. The research instrument used was a questionnaire. The data were analyzed using descriptive and inferential statistical methods. In addition, Confirmatory Factor Analysis (CFA) and Multiple Regression Analysis were employed to examine the relationships among variables.

The findings revealed that most respondents were female (244 individuals), aged below 25 years, and had a monthly income between 15,001 and 25,000 baht. Regarding influencer factors in marketing communication affecting purchasing decisions, respondents expressed a high level of agreement with the influencers’ characteristics. The model fit analysis indicated that the model was consistent with the empirical data at an acceptable level and could therefore be used to further analyze the relationships among variables. Moreover, all standardized factor loadings met the required criteria. The results of Hypothesis 1 testing, using Stepwise Multiple Regression Analysis, showed that credibility and trustworthiness, expertise, attractiveness, similarity to consumers, interaction, and presentation quality of influencers significantly predicted consumers’ purchase intentions on TikTok at the 0.05 level of statistical significance.

A Study of Total Inventory Cost Reduction through Economic Order Quantity (EOQ) Calculation A Case Study of Ban Sa Si Liam Community Store, Chaiyaphum Province

Fri, 26 Jun 2026 00:00:00 +0700

This research aimed to: 1) classify and prioritize inventory items of Ban Sa Si Liam Community Store, Chaiyaphum Province, using ABC Analysis; 2) analyze the optimal order quantity calculation to reduce total inventory costs; and 3) reduce the annual total inventory cost by comparing the total inventory costs before and after the analysis with the existing ordering method. This study used purchasing data from the case study store collected between January and December 2023, covering a 12-month period. The research procedures consisted of collecting product item data, classifying and prioritizing inventory items using ABC Analysis, selecting Group A items to calculate the optimal order quantity using the Economic Order Quantity (EOQ) method, and comparing total inventory costs before and after the analysis.

The results revealed that ABC Analysis classified 137 items as Group A products, which were considered important for inventory control and purchasing planning. When Group A items were analyzed using the EOQ method, the total optimal order quantity was 21,891 units, whereas the order quantity before the analysis was 2,724 units. This resulted in an increase of 19,167 units in the optimal order quantity. In addition, the case study store had sufficient storage space; therefore, the adjusted order quantity did not create storage limitations.

The comparison of total inventory costs showed that, before the analysis, the annual total inventory cost of the case study store was 3,060,102 baht. After applying the EOQ method, the annual total inventory cost decreased to 791,881 baht. As a result, the total inventory cost was reduced by 2,268,221 baht per year, equivalent to a 74.12% reduction compared with the total inventory cost before the analysis. The findings indicate that applying ABC Analysis together with EOQ can help determine more appropriate order quantities, reduce total inventory costs, and improve inventory management efficiency for community stores.

Marketing Mix Factors Influencing the Decision to Use Overnight Palliative Care Service for Pets in Samut Sakhon Province

Pakkavadee Phongsooksawat — Fri, 26 Jun 2026 00:00:00 +0700

This research aims to study the demographic factors and service quality that influence decisions to use palliative care services for terminally ill pets in Samut Sakhon. It also aims to analyze the relationship among service quality, word-of-mouth referrals, and repeat service usage.This analysis will provide guidelines for developing business strategies that effectively meet the needs of pet owners.Data were collected through questionnaires administered to a sample of 400 individuals residing, working, or studying in Samut Sakhon province, using purposive and convenience sampling methods.Data were analyzed using a t-test and one-way ANOVA at a statistical significance level of 0.05.

The findings revealed that most respondents recognized the importance of 24-hour care for sick pets, emphasizing the need for qualified personnel to enhance pets’ quality of life in their final stages. This reflects a strong demand for and trusts in palliative and end-of-life care services for pets. Respondents expressed high levels of satisfaction and confidence in existing facilities, along with a strong intention of repeat use, indicating reliability and quality of palliative care services within the province. In terms of demographic factors, gender, age, education level, and occupation significantly influenced the decision to use such services (p < 0.05), whereas marital status and income showed no significant effects. These insights can contribute to the development of targeted marketing strategies and the improvement of service design to better address the diverse needs of different demographic groups.

Regarding the marketing mix (7Ps), multiple regression analysis identified six significant factors (Sig. < 0.05) influencing customers’ decisions: product and service quality, distribution channels, people, service processes, physical evidence, and convenience. All factors were rated as highly important, underscoring customers’ expectations of service quality, accessibility, and value. The study highlights that service quality, convenience, transparency, and strong customer relationships are key factors to attracting and retaining clients. The results provide valuable guidance for developing effective marketing and management strategies to enhance the competitiveness and sustainability of overnight animal hospice and palliative care businesses.