KKBS Journal of Business Administration and Accountancy

The Influence of Perceived Differentiation of Used Car Dealers in San Pa Tong District, Chiang Mai Province: A Comparative Analysis across Occupation, Salary, and Car Price

Theerakiti Navaratana — 2025-12-31

This study aims to explore the role of customer perceived differentiation in influencing consumers’ intention to purchase used cars from dealerships in San Pa Tong District, Chiang Mai Province, Thailand. This study employs a quantitative, cross-sectional research design, and data were collected from 354 respondents through structured surveys. Using exploratory factor analysis, three key factors were identified as critical to consumers’ decision-making: attractiveness, accessibility, and assurance. The findings indicate that consumers’ occupation significantly affects all three factors, while consumers’ salary only shows a significant effect on assurance. The study also utilizes ANOVA and t-test analyses to examine differences across demographic segments. Furthermore, ANOVA and t-test analyses were conducted to examine significant differences across demographic segments, revealing that car price generally impacts these factors, with accessibility being particularly sensitive to price variations. These insights provide practical guidance for used car dealers to tailor marketing strategies in an increasingly digital and competitive marketplace. For academics, this study contributes to the literature by proposing an alternative perspective on customer perceived differentiation in the used car market, especially in a developing country context, and suggests avenues for further empirical validation and theoretical development.

Digital Transformation, Financial Efficiency, Financial Effectiveness and Firm Values

Mongkhol Moolkham — 2025-12-31

This study investigates the impact of digital transformation on firm values-mediated by financial efficiency and financial effectiveness-among companies listed in the SET100 index from 2019 to 2023. Structural equation modeling (SEM) assesses model fit and tests the hypotheses. The analysis reveals that all goodness-of-fit indices fall within recommended cut-offs, indicating that the hypothesized model adequately reproduces the observed covariance matrix and is suitable for the proposed theoretical framework. Hypothesis tests show that digital transformation significantly enhances financial efficiency, measured by return on assets and return on equity (p < 0.001), and financial effectiveness, reflected in revenue growth and net profit margin (p < 0.001), while also exerting a direct positive effect on firm values (p < 0.001). Both financial efficiency indicators improve firm values (p < 0.01 and p < 0.001, respectively), and revenue growth contributes positively (p < 0.01); however, the effect of net profit margin, though positive, is not statistically significant (p > 0.05). Mediation analysis confirms that financial efficiency and revenue growth significantly mediate the influence of digital transformation on firm values, whereas net profit margin does not-implying that efficient asset utilization, high equity returns, and revenue expansion are the primary drivers of value creation from digital transformation rather than cost control efficiency.

Factors affecting Behavioral Intention of Generation-Y Investors in Online Stock Trading

Piyawan khamglad — 2025-12-31

This research aims to analyze the factors influencing the behavioral intention of retail investors for online trading. Data was collected using questionnaires from 525 retail generation-Y investors through accidental sampling. Structural equation modeling was employed for analysis. The results revealed that perceived security and perceived privacy influenced perceived ease of use. Furthermore, perceived security, perceived privacy, and perceived ease of use influenced perceived usefulness. Perceived usefulness and perceived ease of use influenced trust. Additionally, perceived usefulness significantly influenced attitude, whereas perceived ease of use did not demonstrate a significant influence on attitude. Finally, trust and attitude influenced behavioral intention. The findings of this study can guide investment firms to develop online investment approaches that are beneficial and aligned with investor behavior.

Relationship between SET ESG Ratings and Earnings Management of Listed Companies on the Stock Exchange of Thailand: Beneish M-Score Model

nantiya promtong — 2025-12-31

This study aims to examine the relationship between the SET ESG Ratings and earnings management, as measured by the Beneish M-Score Model, of companies listed on the Stock Exchange of Thailand at the end of 2023. Secondary data were collected from the SETSMART database, with a total of 537 companies, and analyzed using descriptive statistics and binary logistic regression analysis. Results of the study reveal that the SET ESG Ratings is not associated with earnings management of the listed companies. Additionally, corporate governance scores are not associated with earnings management. However, free cash flow is negatively associated with earnings management, while firm size is positively associated with earnings management. Logistic regression analysis methods can be accurately identified 84.50 percent.

The Happiness Structure of Community Hospital Personnel: A Multi-Group Confirmatory Factor Analysis and Policy Implications

Pirapong Prabripu — 2025-12-31

This study aimed to analyze the happiness structure of personnel in community hospitals in Uttaradit Province using Confirmatory Factor Analysis (CFA) and Multi-group Analysis. The sample, selected through purposive sampling, comprised 304 personnel from three community hospitals. Data were collected using a self-administered questionnaire. The results confirmed a three-factor structure of happiness: life satisfaction, job satisfaction, and social and environmental satisfaction. Job satisfaction exhibited the highest factor loading. The mean happiness scores for all components were high. The measurement model demonstrated acceptable levels of construct reliability and average variance extracted. Multi-group analysis revealed acceptable measurement invariance across gender, profession, work experience, and household income groups. However, significant statistical differences in happiness structure were found between age groups and educational levels, indicating that factors influencing personnel happiness may vary according to age cohorts and educational attainment.

These findings have significant implications for developing human resource management policies in the public health system, particularly in enhancing job quality, improving work environments, and designing policies that consider age and educational differences among personnel. The results can be applied to design tailored happiness promotion programs that address the specific needs of community hospital personnel, ultimately leading to improved quality of life for staff and enhanced efficiency of local public health services.

Factors Affecting Conservation Behavior of Early Adults in Natural Tourist Sites

Noppamash Suvachart — 2025-12-31

The purposes of this research were 1) examine the conservation behavior of early adults in natural tourist sites; and 2) analyze the factors affecting nature conservation behavior among early adults. A quantitative research approach was employed, with a target population of tourists aged 19–25 years. A total of 485 participants were selected through purposive sampling. Data were collected using an online questionnaire, which demonstrated a reliability coefficient of 0.84. Statistical analyses included frequency, percentage, mean, standard deviation, discriminant analysis, Fisher’s F-statistic, Wilks’ Lambda. The results revealed that conservation behavior among early adults in natural tourist sites could be categorized into five groups: Very Good (25.57%), Good (61.03%), Moderate (12.17%), Fair (1.03%), and Needs Improvement (0.20%). Furthermore, lifestyle was found to be a statistically significant factor influencing conservation behavior at the 0.05 level.

A structural equation model of casual factors influencing the decision-making of solo travelers in Thailand

Benjawan Saenrat — 2025-12-31

Research on structural equation model of casual factors influencing the decision-making of solo travelers in Thailand aims to develop a model of structural equation factors influencing the decision of solo traveler in Thailand, which collects data from a sample of 400 samples of solo traveler. Relationship analysis by testing hypotheses from Structural Equation Model Analysis (SEM). The results of the research revealed that the driving factors include the need for independence, which influences the travel decision of solo travelers in Thailand.

Unveiling the Power of Live Streaming: Key Drivers of Consumer Purchase Intentions in Thailand

waranpong boonsiritomachai — 2025-12-31

This study aims to analyze the influence of live streamers' personal attributes namely physical attractiveness, professionalism, popularity, interactivity, and customer empathy on consumers’ purchase intention in Thailand’s livestream e-commerce market, and to examine the mediating role of trust in the live streamer in the relationship between these attributes and purchase intention. Based on the Stimulus-Organism-Response (SOR) framework, the study employed a quantitative approach, collecting data from 435 respondents via a structured questionnaire. Structural Equation Modeling (SEM) was used for data analysis. The findings indicate that professionalism, popularity, and customer empathy have significant positive effects on purchase intention. Trust in the live streamer plays a key mediating role, enhancing the indirect effects of these attributes. Customer empathy referring to the live streamer’s ability to understand and relate to consumers’ emotions was found to be the most influential factor both directly and indirectly. In contrast, physical attractiveness and interactivity did not exhibit statistically significant effects. These results highlight the importance of internal qualities over external traits in influencing consumer behavior. Businesses can apply these findings to strategically select or train live streamers who possess high empathy and professionalism to improve consumer trust and increase purchase intention.