BUS-01. บทความวิชาการ/วิจัย (วารสารระดับนานาชาติ)
URI ถาวรสำหรับคอลเล็กชันนี้
เรียกดู
การส่งล่าสุด
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 AkrajindanonThis 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.รายการ Applying Government Innovations for Public Management and Public Services(Ramkhamhaeng University, 2566-04) Anaphat Nongkoo; Supawadee HamaneeAbstract. Innovative government becomes an important principle for governmental agencies to cope with severe challenges and to be adaptable and viable in a changing and disruptive world. This article aims to explore the models and applications of technology and innovations in the public management and public service delivery of the public sector, providing guidance for those interested in building upon these products or services, as well as management processes, in order to enhance the competitive capabilities of businesses or other sectors within the country. Various types of innovations and digital government technology have been applied in Thailand and abroad including artificial intelligence (AI), blockchain, big data analytics, government innovation labs. In Thailand, research and development of government innovations have employed digital technologies as the primary tool for the development of public management and services. Besides, the government may focus on the application of policy-based innovations for strategic planning and policy. The development of government innovation helps create opportunities for collaboration between the private sector and the public to achieve common goals among government agencies, the private sector, and the public sector to create shared value in utilizing digital technologies, leading to effective and innovative public management and public services.รายการ How chatbot e-services motivate communication credibility and lead to customer satisfaction: The perspective of Thai consumers in the apparel retailing context(LLC “Consulting Publishing Company “Business Perspectives”, 2565-07-08) Wutticha Limarunothai; Akawut Jansom; Thaksaorn SrisangkhajornMany apparel retailing brands use e-service marketing tools such as a chatbot (a sys tem that is available 24 hours a day, 7 days a week) to increase their competitive ad vantage in today’s world of digitalization. During the COVID-19 pandemic, chatbots gained more power to serve as a communication tool that provides information and maintains customer experience. Therefore, this study is conducted to investigate the influence of chatbot e-service agents’ marketing efforts (involving interaction, enter tainment, trendiness, and problem-solving) on Thai customers’ perceived communica tion credibility and satisfaction in apparel retailing, as research in this area is limited. In order to test the hypotheses, the paper employed structural equation modeling us ing Amos. In addition, an online survey of 400 Thai consumers who had previously used chatbots in the apparel retailing industry was conducted. The results showed that chatbot e-service marketing efforts, including interaction, trendiness, and problem solving, affected customer satisfaction without entertainment elements. Beyond this, a chatbot, viewing interaction and entertainment, was found to have an insignificant effect on communication credibility. Thus, the coefficient value proved that informa tion regarding communication credibility is more dominant in customer satisfaction. Therefore, the chatbot e-service marketing effort is essential in motivating communica tion credibility in customer satisfaction. These findings delivered managerial implica tions for understanding consumers in the field of digitalizationรายการ 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 SangthongThe 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.รายการ High resilience of coral communities at Hin Ang Wang, Surat Thani Province and a proposed management strategy(Ramkhamhaeng University, 2565-05) Sittiporn Pengsakun; Supawadee Hamanee; Oranit Saengthongsuk; Anupong Avirutha; Panida Rakklin; Wanlaya Klinthong; Thamasak Yeemin; Makamas SutthacheepThe 1998 and 2010 mass coral bleaching events caused coral degradation to be severe and extensive in the Gulf of Thailand, particularly the Western Gulf of Thailand. This study assessed the resilience potential of coral communities at Hin Ang Wang, the Western Gulf of Thailand, by conducting field surveys on benthic components, community structure of scleractinian corals, diversity and density of juvenile corals, composition and abundance of macrobenthic invertebrates and reef fish. The live coral cover was 44.2%, while dead coral cover was 3.7%, indicating that the coral community is very good condition. The dominant coral species were Porites lutea, Pavona decussata and Montipora aequituberculata. The total density of juvenile corals was 1.6 juveniles/m2. The total density of 27 reef fish species was 937. 8±433.6 individuals/100 m2. The most dominant reef fishes were Neopomacentrus anabatoides, Chromis cineracens and Parioglossus philippinnus. There were several target species of macrobenthic invertebrates and reef fish for aquaculture and fishing. Some are attractive to tourists and can be target species for marine ecotourism. Our results show that the coral communities at Hin Ang Wang had high resilience to coral bleaching events and human impacts. It should be established as a marine protected area under the Department of Marine and Coastal Resources. The management plan should be also developed and implemented. The resilience-based management is proposed to support natural processes and maintain coral reef resilience (Yeemin et al. 2012; Sutthacheep et al. 2012). Knowledge concerning the synergistic effects of coral bleaching and anthropogenic impacts on the ecological functions and processes of coral reefs, especially coral recruitment, is very important for establishing a management strategy for enhancing the resilience of coral reefs (Manikandan et al. 2017). High coral recruitment and survivorship of juvenile corals are essential factors in maintaining coral populations after mass mortality from bleaching events (Hughes et al. 2002; Doropoulos et al. 2015; Yucharoen et al. 2015). Therefore, coral recruitment is usually applied as a bioindicator of coral reef recovery and resilience after severe coral bleaching events. Several environmental factors influence coral recruitment, particularly sedimentation, water pollution and overfishing (Yeemin et al. 2013b). The capacity of coral reefs to resist or recover from degradation and to maintain their ecosystem services are defined as coral reef resilience (Mumby et al. 2007). Resilience-based management of coral reefs assesses spatial variation in resilience potential and implementing proper management plans. Several resilience indicators have been developed and used for assessing the ecological resilience of coral reefs, including the assessment of the resilience potential of inshore and offshore coral communities in the Western Gulf of Thailand (Sutthacheep et al. 2019). This study quantitatively assessed the coral reef resilience potential at Hin Ang Wang, Surat Province, the Western Gulf of Thailand, based on scientific surveys in early 2022รายการ Density of coral recruits on dome-shaped coral nurseries in Mu Ko Chumphon National Park, the western Gulf of Thailand(Ramkhamhaeng University, 2565-05) Wanlaya Klinthong; Charernmee Chamchoy; Makamas Sutthacheep; Arirush Wongnutpranont; Nachaphon Sangmaee; Sitiporn Pengsakun; Phanuwat Damphupha; Supawadee Hamanee; Anupong Avirutha; Supasit Kongdee; hamasak YeeminNatural recruitment is an important recovery process in coral reef. Coral reef areas were decreased cause by climate change around the world. Therefore, several shaped of the artificial reef were designed to enhance the available substrate for coral recruitment. Knowledge of coral recruitment is required for understanding and managing coral reef ecosystems. This study quantified the abundance and taxonomic composition of juvenile corals on natural reefs and their relationships with dome-shaped coral nurseries in Mu Ko Chumphon National Park, the Western Gulf of Thailand, after deployed for one year. Dome-shaped coral nurseries were set up at Ko Rang Kachiu and Ko Ngam Yai. The results showed that the total density of coral recruits at Ko Gnam Yai was higher than that at Ko Rang Kachiu after six months (36.50±11.26 and 8.50±2.51 recruits/m2 ) and one year (69.79±10.26 and 39.77±4.51recruits/m2 ). The coral recruits of Pocillopora and Porites were commonly observed in shallow reef flats and reef slopes at Ko Rang Kachiu and Ko Ngam Yai. After one year, sizefrequency distribution of coral recruits ranged from 0.3-3.0 centimeters. The average sizes of coral recruits at Ko Rang Kachiu and Ko Ngam Yai were 1.79±0.30 and 0.84±0.23 centimeters, respectively. A better understanding of coral recruitment pattern is necessary for planning and managing of coral reef recovery in a global warming crisis.รายการ Assistant Professor(Veridian E-Journal Silpakorn University, 2561-12-01) Dr.Anupong AviruthaThe purpose of this research is to study whether digital business transformation significantly affect SMEs to increase the business performance including the financial perspective, customer/marketing perspective, internal process perspective, and learning and growth perspective. The research design is designed as a quantitative research. Structural equation modeling (SEM) is used to analyze the survey responses. Using SME is to specify, test, and modify the measurement model. The results of measurement model analysis and path model analysis are presented. The data set of 500 samples are collected. The results of structural path analysis indicate that two hypotheses are statistically significant and positive.รายการ The impact of digital transformation to business performance in thailand 4.0 era(2561-12-01) Assistant Professor Dr.Anupong AviruthaThe purpose of this research is to study whether digital business transformation significantly affect SMEs to increase the business performance including the financial perspective, customer/marketing perspective, internal process perspective, and learning and growth perspective. The research design is designed as a quantitative research. Structural equation modeling (SEM) is used to analyze the survey responses. Using SME is to specify, test, and modify the measurement model. The results of measurement model analysis and path model analysis are presented. The data set of 500 samples are collected. The results of structural path analysis indicate that two hypotheses are statistically significant and positive.