Modern Management Frontier Journal

The Impact of Consumers' Perceived Value on Purchase Intention of Clothing: A Comparison between E-commerce and Social Live Commerce

2026-03-02T09:47:41+07:00

The objective of this research study is to: (1) Study consumer purchasing behavior for clothing through e-commerce and social live commerce channels
(2) Measure the levels of consumers' perceived value across four dimensions and the levels of purchase intention through both e-commerce and social live commerce channels (3) Compare the influence of consumers' perceived value dimensions on purchase intentions across both distribution channels and propose appropriate marketing guidelines for each distribution channel. This study employed a quantitative research design, utilizing online questionnaires to collect data from a sample of 500 consumers, who have experience purchasing clothing through e-commerce or social live commerce channels. Descriptive statistics and multiple linear regression analysis were used to analyze the data. The research findings reveal that (1) Consumers purchasing clothing through social live commerce have shorter average decision-making time compared to those using e-commerce (2) Overall perceived value and purchase intention for e-commerce channel are at a “high” level, while for social live commerce, they are at the “highest” level (3) Functional and price values significantly impact purchase intention in the e-commerce channel, while functional and emotional values significantly impact purchase intention in the social live commerce channel (p < .05). Consequently, practitioners should prioritize creating functional values in both channels, while emphasizing price value in the e-commerce channel and emotional value in the social live commerce channel to effectively stimulate consumers’ purchase intention.

Analysis of Intellectual Property Registration Readiness of Research Outputs: A Case Study of Local and Community Development Higher Education Institution, Nakhon Phanom University

2026-03-11T10:01:02+07:00

Intellectual property registration represents a critical mechanism for enhancing the value of research outputs and strengthening the role of higher education institutions within the national innovation system. Higher education institutions in the local and community development group continue to encounter structural and managerial constraints that affect the level of IP Readiness of their research outputs. This study aims to (1) assess the level of intellectual property readiness of research projects funded under the Fundamental Fund scheme,
(2) classify readiness levels according to different types of IP protection, and (3) analyze systemic research management constraints influencing the progression of research outputs toward legal protection. The population comprised 77 research projects funded under the Fundamental Fund (FF) scheme at Nakhon Phanom University during fiscal years 2022–2024. A purposive sample of 73 projects (94.81%) with complete documentation was selected for analysis. A mixed-methods approach was employed using a five-criteria IP registration readiness assessment instrument validated by three IP specialists (validated through a 4-step process). Documentary analysis and independent expert evaluations were conducted. Descriptive statistics and Fleiss' Kappa inter-rater reliability analysis were applied. The findings indicate that (1) most projects demonstrate a 'partial potential, requiring further development' level of IP readiness, particularly in technical documentation and systematic patent search;
(2) research outputs are most suitable for copyright protection (27.40%), followed by those with unclear classification (23.29%) and patent/petty patent (17.81%); and
(3) key systemic constraints include absence of prior art search, publication-oriented documentation, and lack of early-stage IP strategy. The Fleiss' Kappa of 0.433 (Moderate Agreement) indicates professional judgment complexity in IP assessment. Findings generate policy recommendations for strengthening IP management systems in local and community-oriented higher education institutions.

The Influence of Sensory Stimuli on Brand Experience and Brand Equity: A Case Study of Urban Shopping Malls in Thailand

2026-04-07T10:20:12+07:00

This research aims to: (1) analyze the levels of sensory stimuli perception, brand experience, and brand equity; (2) examine the influence of sensory stimuli on both brand experience and brand equity; and (3) evaluate the mediating role of brand experience within the context of urban shopping malls in Thailand. Adopting a quantitative research design, data were collected via online questionnaires from 400 Thai consumers and analyzed using descriptive statistics and Structural Equation Modeling (SEM). The findings indicate that all variables were perceived at high levels. Furthermore, sensory stimuli were found to have a significant positive influence on both brand experience and brand equity (p < .001). However, brand experience did not exhibit a direct effect on brand equity, nor did it function as a mediator in this relationship. These results suggest that, in the context of Thai shopping malls, the design of physical stimuli plays a more critical direct role in establishing brand equity than the experiential process itself. This study provides valuable insights for shopping mall executives in formulating sensory marketing strategies to achieve sustainable competitive advantages.

A Study of Factors Influencing Employee Job Satisfaction and Job Performance in Life Insurance Companies in Bangkok

2026-04-01T13:29:42+07:00

The objectives of this research were to examine the prevailing trends in job satisfaction and job performance levels, analyze the underlying factors influencing these variables, and formulate strategic guidelines to enhance both satisfaction and performance among life insurance employees in Bangkok. This study utilized a quantitative research methodology, gathering data via questionnaires from a sample of 405 life insurance professionals in Bangkok. Data were analyzed through descriptive statistics and linear regression analysis. The findings revealed that the overall perception of the investigated factors was at a high level. Specifically, compensation, organizational culture, psychological well-being, and perceived supervisor support exerted a statistically significant positive influence on job satisfaction, with compensation emerging as the most predominant predictor. Furthermore, job satisfaction demonstrated a significant positive impact on job performance. The results indicate that within the highly competitive life insurance sector, characterized by rigorous sales targets, organizations should prioritize the implementation of equitable and competitive compensation systems in tandem with the promotion of employee psychological well-being. Such a dual approach is instrumental in mitigating occupational stress and pressure, thereby fostering higher levels of job satisfaction and facilitating the sustainable enhancement of job performance.

Should Business Schools Engage in Societal Marketing? The Influence of Personal CSR Values on Willingness to Pay Tuition Fees

2026-03-11T15:54:52+07:00

The objective of this study is to investigate the influence of environmental, employee, local community, and customer-oriented personal CSR values on undergraduate business students’ willingness to pay tuition fees. Using purposive sampling, data were collected from 357 students at two Thai business schools via an online survey conducted from February to April 2025. Multiple regression analysis was utilized to evaluate the predictive power of the four distinct personal CSR values on students’ financial commitment.

The findings reveal that employee-oriented and local community-oriented CSR exert significant positive influence on students’ willingness to pay tuition fees, with employee-oriented CSR emerging as a stronger predictor. Meanwhile, environmental and customer-oriented CSR do not significantly impact students’ willingness to pay. Therefore, in an educational landscape characterized by high Power Distance and Collectivism, such as Thailand, universities are encouraged to engage in human-centric CSR to justify tuition fees.

Adaptation of Graphic Design Studios toward the Integration of Generative AI

2026-04-29T09:23:24+07:00

The rapid development of Generative Artificial Intelligence (Generative AI) has significantly influenced various creative industries, particularly graphic design. This technology enables the generation of visual content through machine learning models, allowing designers to explore new creative possibilities and accelerate the design process. This study aims to investigate how graphic design studios adapt to the integration of Generative AI in their professional practices.

This research employed a qualitative research approach by collecting data through open-ended questionnaires developed based on semi-structured interview guidelines from 30 key informants, including graphic designers, creative directors, and executives working in advertising agencies and graphic design studios in Thailand. The participants were selected using purposive sampling, focusing on individuals with experience related to the use of Generative AI tools in the design process.

The findings indicate that Generative AI is increasingly used as a supportive tool in several stages of the design process, particularly in idea generation, visual exploration, and rapid prototyping. Many design studios reported that AI technologies help reduce production time and expand creative experimentation. However, most participants emphasized that Generative AI cannot fully replace human designers because creative interpretation, contextual understanding, and client communication remain essential aspects of design work. Furthermore, design studios are adapting by developing new digital competencies, integrating AI tools into their workflows, and redefining the role of designers in the creative process.

The study highlights that the integration of Generative AI is reshaping the professional landscape of graphic design while maintaining the importance of human creativity. The findings provide insights into how creative organizations adapt to emerging technologies in the evolving digital economy.

An Analysis of Factors Influencing Demand for Online Tutoring Among High School Students in Bangkok

2026-03-23T09:54:13+07:00

This study investigates factors affecting the demand for online tutoring among high school students in Bangkok, considering satisfaction and learning obstacles, personal characteristics, and economic factors. The research adopts a quantitative approach, collecting data from 400 students using a multi-stage approach combined with non-probability sampling. The data were analyzed using descriptive statistics and multiple linear regression estimated by the ordinary least squares (OLS) method.

The results show high satisfaction with online tutoring, especially convenience and content suitability. Major obstacles include unstable internet connections and lack of motivation. Factors with statistically significant positive relationships with the number of online tutoring courses include grade level, the objective of studying for advance preparation, application complexity, satisfaction with content, total expenditure, and total study hours, while the study program shows no statistically significant relationship. At the macro level, the unemployment rate shows a significant negative relationship with the demand for tutoring, whereas the pre-tertiary education budget and gross national income per capita show no significant relationships with the demand for tutoring.

The Influence of Intellectual Capital on the Performance of Companies Listed on the Stock Exchange of Thailand: The Mediating Role of Cost of Debt

2026-02-10T08:31:14+07:00

This study aims to examine the influence of intellectual capital, namely human capital, structural capital and relational capital on the firm performance (Tobin’s Q) of companies listed on the Stock Exchange of Thailand, with the cost of debt as a mediating variable. The sample consists of 441 listed firms (excluding financial firms), covering the period 2022–2024, with a total of 1,323 firm-year observations. Data were analyzed using descriptive statistics, Pearson correlation, and path analysis.

The results indicate that human capital and structural capital have significant negative effects on the cost of debt (β = -0.106 and -0.107, p < 0.01), whereas relational capital has a significant positive effect (β = 0.077, p < 0.05). However, all three dimensions of intellectual capital and the cost of debt show no direct effect on firm performance (Tobin’s Q). Additionally, no indirect effect of intellectual capital on firm performance through the cost of debt was found. The findings indicate that although some dimensions of intellectual capital affect the cost of debt, the cost of debt could not serve as a mediating variable in explaining the relationship between intellectual capital and firm performance in the context of the Thai capital market.