MBA-KKU Journal

Technology Acceptance and Perceived Risk Affecting Contactless Payment Services among Bangkok Residents

Kawalee Tongfue — 2025-11-26

The objectives of the study were: 1) to examine the technology acceptance in the use of contactless payment card in Bangkok, 2) to examine perceived risks associated with their use, 3) to assess the level of usage, 4) to compare usage levels across demographic variables, and 5) to analyse the influence of technology acceptance and perceived risk on usage. A quantitative research approach was employed with a sample of 400 Bangkok residents. Data were collected using a structured questionnaire and analyzed through frequency, percentage, mean, standard deviation, independent sample t-test, one-way ANOVA, and multiple regression analysis. The results revealed that (1) technology acceptance toward the use of contactless payment cards was at a high level, (2) perceived risk was at a moderate level, and (3) usage was at a high level. In addition, (4) significant differences in usage were found across age groups (p < 0.05), and (5) attitude toward use (β = 0.674), perceived ease of use (β = 0.159), and perceived security risk (β = –0.123) significantly influenced the use of contactless payment cards (p < 0.05).

The Impact of Trust and Technology Acceptance on the Intention to Use Electronic Services through Mobile Banking of Thai Commercial Bank in Nakhon Ratchasima District

Jeeranart Namthaisong — 2025-11-26

This study aims to investigate the effects of trust and technology acceptance on the intention to use electronic services via mobile banking of Thai commercial banks in Nakhon Ratchasima. The sample consisted of 405 respondents aged 20–58 years who had prior experience using mobile banking services. Data were collected through a structured questionnaire and analyzed using multiple regression analysis with the Enter method. The findings revealed that trust had a significant effect on the intention to use mobile banking services at the 0.05 significance level. In addition, technology acceptance—specifically perceived usefulness and perceived ease of use—had a significant influence on the intention to use mobile banking services at the 0.01 level. These results underscore the importance of building trust and promoting technology acceptance to enhance customers’ intention to adopt electronic services through mobile banking.

The Influence of Product Attributes and Attitudes on Consumers’ Purchase Intention toward Smartwatches in Thailand

Chularat Khankaew — 2025-11-26

The purposes of this research are 1) to examine the product attributes, attitudes, and purchasing intentions associated with smartwatches, 2) to explore the impact of product attributes on attitudes and purchasing intentions, and 3) to investigate the influence of attitudes on the purchase intention of smartwatches. A survey-based approach was employed, using an online questionnaire administered to 211 respondents in Thailand who had previously purchased and used smartwatches. They were selected using non-probability sampling, specifically purposive and convenience sampling selection methods. Data were analyzed using structural equation modeling. The findings revealed that Thai consumers perceived smartwatch product attributes at a very high level, expressed strong positive attitudes toward smartwatches, and demonstrated a high level of purchase intention. The results further indicated that perceptions of product attributes positively influenced attitudes, which in turn significantly affected purchase intention. However, product attributes alone did not have a direct positive effect on purchase intention. These findings provide practical implications for marketing managers in the smartwatch industry, highlighting the importance of developing distinctive product features and emphasizing functional benefits through effective communication strategies. Enhancing familiarity and shaping positive consumer attitudes can strengthen purchase intentions and support future product development and marketing strategies tailored to the needs of the Thai market.

The Influence of the New Marketing Mix (4E’s) on Millennials’ Repurchase Intention of Services toward Flight and Accommodation Booking Platforms

Pichaporn Srichan — 2025-11-26

This study aims to investigate the influence of the new marketing mix factors (4E’s) on repurchase intention through flight and accommodation booking platforms, with technology acceptance considered as a moderating variable in the relationship between the marketing mix and consumer behavior among Millennials. A quantitative research design was adopted, using a structured questionnaire tested for reliability and content validity. Data were collected from 400 Millennial consumers in Thailand who had prior experience using digital travel platforms. Multiple regression analysis and moderator analysis were applied to test the hypotheses. The results indicated that all four elements of the new marketing mix—experience, exchange, everywhere, and evangelism—had a statistically significant effect on repurchase intention among Millennial consumers. Additionally, higher levels of technology acceptance were found to weaken the effects of the “everywhere” and “evangelism” factors on repurchase intention. These findings contribute to the understanding of how the 4E’s marketing mix influences repurchase behavior in flight and accommodation booking platforms. Moreover, they can serve as a guideline for strategic marketing planning to better meet consumer needs and to strengthen efficiency in the tourism sector, which is a critical factor for the country’s future development and growth.

Service Quality Influencing the Continuance Intention of Broadband Internet Users: Evidence from NT Public Company Limited, Nakhon Ratchasima

Suthasinee Koedthale — 2025-11-26

The purpose of this research is to examine the effect of service quality on the continuance intention of broadband Internet users of National Telecom Public Limited Company in Nakhon Ratchasima Province. The sample comprised 385 participants aged 20 years and above who were current broadband Internet users of National Telecom Public Company Limited in Nakhon Ratchasima Province. Data were collected using a questionnaire and were analyzed using descriptive statistics, including frequency, mean, percentage, and standard deviation, as well as inferential statistics through multiple regression analysis. The results of the study revealed that service quality dimensions of empathy, assurance, and tangibles had a statistically significant effect on continuance intention at the 0.001 level, while responsiveness had a significant effect on the continuance intention to use broadband internet at the 0.05 level. Reliability, however, was not found to have a significant effect. Together, the independent variables explained 55.30% of the variance in continuance intention. These results highlight the importance of empathy and assurance, as well as the need to further strengthen tangibles and responsiveness. Although reliability did not show a significant effect, it should not be overlooked as it may play a critical role in fostering long-term customer relationships and sustaining competitiveness in the telecommunications industry.

Factors Affecting the Digital Skills of Revenue Department Government Officials in the Bangkok Metropolitan Area

Rinrada Lertwiram — 2025-11-26

This study aims to investigate factors influencing the digital skills of revenue department officers in the Bangkok metropolitan area. The sample consisted of 356 revenue officers. Data were collected using a questionnaire and analyzed using frequency, percentage, mean, and standard deviation, and multiple regression analysis. The results revealed three main factors that significantly influenced digital skills at the 0.05 significance level: organizational factors, technology acceptance factors, and human resource development factors. The organizational factors, including job characteristics, coworker support, and working conditions, had a positive impact and explained 30.7% of the variance. The technology acceptance factors, such as perceived usefulness, perceived ease of use, and intention to use, positively influenced digital skills, accounting for 33.9% of the variance. The human resource development factors, including training, education, and development, had the strongest impact, explaining 43.8% of the variance. Among these, perceived usefulness and participation in digital skills training were the most influential. The findings provide guidelines for developing policies and strategies to enhance government personnel's digital skills for effective adaptation and efficient performance in the digital era.

The Study of Customer Journey Affecting Decision to Purchase Secondhand Clothing on Instagram

Thammarat Utsa — 2025-11-26

This study aims to examine customer journey (5A’s) factors influencing the decision to purchase secondhand clothing on Instagram. The data was collected through a questionnaire survey conducted in Thailand with a sample of 400 individuals interested in shopping for secondhand clothes on Instagram. The data analysis involved statistical techniques such as percentage calculations, mean, standard deviation, and logistic regression. The findings explore the customer journey using 5A’s framework: Awareness, Appeal, Ask, Act, and Advocacy. Hypothesis testing within this framework identified nine significant factors positively influencing the decision to purchase secondhand clothes on Instagram: 1) Recommendations from Friends in Person: Personal recommendations play a crucial role in influencing purchasing decisions. 2) Reels and Short Videos: Engaging content such as reels and short videos capture attention and drive interest in secondhand clothing. 3) Hashtags: Relevant hashtags help customers discover products and connect with brands. 4) Full Detail Description of Sizing and Fabric: Detailed product descriptions regarding sizing and fabric quality are essential for customers to make informed decisions. 5) Background of Clothes: Information about the origins and stories behind the clothes adds value and appeal to the products. 6) Styling Tips for Mix and Match: Customers appreciate styling tips that help them visualize how to incorporate secondhand items into their wardrobe. 7) Buying from Online Shops: Customers prefer purchasing from established online shops they trust on Instagram. 8) Anticipation for New Drops: The excitement of waiting for new product releases encourages repeat visits and purchases. 9) Recommendations to Friends and Family: Satisfied customers are likely to recommend stores to their friends and family, creating a cycle of continuous engagement and new customer acquisition. These factors highlight the importance of a comprehensive approach to marketing secondhand clothing on Instagram. The accuracy in prediction was 92.3% Brands should focus on creating engaging content, providing detailed product information, and fostering a sense of community and trust among their customers.

A Comparative Analysis of Brand Personality of Mobile Network Operators in Thailand and Philippines Using LLM-as-a-Judge: A Case Study of AIS and Globe

Piyaporn Auemsuvarn — 2025-11-26

This study explores the brand personalities of leading mobile network operators in Thailand and the Philippines—Advanced Info Service (AIS) and Globe Telecom—using Large Language Models (LLMs) within the LLM-as-a-Judge framework. Three generative AI models, ChatGPT, Gemini, and DeepSeek, were employed to analyze and interpret brand-related content, offering an independent, AI-driven perspective on brand personality. Coca-Cola, a globally recognized consumer brand, was included as a control brand to provide a contrasting baseline outside the telecom sector. The study applied a qualitative content analysis approach using consistent prompts and controlled AI generation conditions to extract brand personality traits. By comparing outputs across multiple AI models, the study highlights how LLMs can consistently identify core traits such as innovative and reliable traits, while also revealing differences in how each model perceives emotional and cultural nuances in brand personality. The findings contribute to marketing and AI research by introducing a novel application of LLM-as-a-Judge for cross-cultural brand personality analysis. This approach expands the use of AI in branding studies beyond technical applications and highlights the role of cultural context in shaping brand personality perception. The results offer practical insights for telecom operators seeking to refine their brand positioning and provide a methodological foundation for future studies exploring brand personality using AI. A major contribution of this study is demonstrating that generative AI models can effectively uncover both shared and unique brand personality traits across industries and regions, offering a scalable approach to cross-cultural brand analysis.

Book Review

Pisek Chainirun — 2025-11-26

Cover

MBA — 2025-11-26

Editorial

MBA — 2025-11-26

List of Readers

MBA — 2025-11-26

MBA-KKU Journal

Technology Acceptance and Perceived Risk Affecting Contactless Payment Services among Bangkok Residents

The Impact of Trust and Technology Acceptance on the Intention to Use Electronic Services through Mobile Banking of Thai Commercial Bank in Nakhon Ratchasima District

The Influence of Product Attributes and Attitudes on Consumers’ Purchase Intention toward Smartwatches in Thailand

The Influence of the New Marketing Mix (4E’s) on Millennials’ Repurchase Intention of Services toward Flight and Accommodation Booking Platforms

Service Quality Influencing the Continuance Intention of Broadband Internet Users: Evidence from NT Public Company Limited, Nakhon Ratchasima

Factors Affecting the Digital Skills of Revenue Department Government Officials in the Bangkok Metropolitan Area

The Study of Customer Journey Affecting Decision to Purchase Secondhand Clothing on Instagram

A Comparative Analysis of Brand Personality of Mobile Network Operators in Thailand and Philippines Using LLM-as-a-Judge: A Case Study of AIS and Globe

Book Review

Cover

Editorial

Table of Contents

List of Readers