BUS-01. บทความวิชาการ/วิจัย (วารสารระดับนานาชาติ)

URI ถาวรสำหรับคอลเล็กชันนี้

https://dspace.spu.ac.th/handle/123456789/2634

เรียกดู

กำลังเรียกดู BUS-01. บทความวิชาการ/วิจัย (วารสารระดับนานาชาติ) โดย ผู้เขียน "Ravipa Akrajindanon"

ตอนนี้กำลังแสดง1 - 2 ของ 2
  • รูปภาพขนาดย่อ
    รายการ
    Factors Affecting the Intention of Digital Transformation of Thai Agricultural Entrepreneurs
    (Sripatum University, 2565-10) Ravipa Akrajindanon; Anupong Avirutha; Prasert Sitthijirapat; Supawadee Hamanee; Monton Tongpanung; Supreeya Sangthong
    The objective of the study is to examine the factors, including perceived of technology and digital readiness significantly affect to digital transformation in the Thai agricultural entrepreneurs. A total of 300 usable samplings of e-marketplace customers are obtained. The findings reveal that the predictor variables of digital technology (β = 0.643, t = 15.541, P = 0.009), perceived of attributes of innovation (β = 0.173, t = 3.793, P = 0.000), digital readiness (β = 0.109, t = 2.631, P = 0.000), are achieved significance at the 0.05 level.
  • รูปภาพขนาดย่อ
    รายการ
    Marketing Mix and International Tourists’ Consumer Behavior Towards Thai Street Food in Thailand After Post-COVID 19 Era
    (International Journal of Management, Business, and Economics, 2566-09) Anupong Avirutha; Ravipa Akrajindanon
    This study attempts to explore the factors that influence their preferences, decision-making, and overall satisfaction in order to gain insights into the role street food plays in shaping their cultural experience during their visit to Thailand. The respondents in this study were international tourists in Bangkok. The numbers of respondents are 200 respondents. The participants in this study are voluntary and anonymity. Descriptive, frequency, percentage distributions, Xs are used to describe and report the information collected affecting to individual variables and demographic information. The regression equation provided represents a statistical model that examines the relationship between the independent variables (product, price, place, and promotion) and the dependent variable (street food experience). It reveals that all four independent variables have positive coefficients, suggesting that improvements in product quality, reasonable pricing, attractive place (location), and effective promotions can enhance the overall street food experience.