Explore the evidence.
Understand the reach.

Success in electronic commerce relies greatly on customer trust. While other studies have examined various factors affecting online customer trust, few have investigated the joint effects of perceived risk and website reputation on purchase intention using online trust as a mediator. The current study attempts to fill this gap. 300 online shoppers participated via web-based questionnaires using a quota sampling technique. Based on confirmatory factor analysis (CFA), our measurements were found to be valid and reliable. Using structural equation modeling (SEM), we confirmed significant direct effects of perceived risk and website reputation on customer purchase intentions. Furthermore, both factors had significant indirect effects on purchase intention through online trust. In addition to extending theoretical insight into online trust as a mediator for the effects of perceived risk and website reputation on purchase intention, web-based vendors may adopt the findings to adjust their online stores to raise customer trust and ultimately increase the possibility of online purchases.

In anticipating a high completion rate for web surveys, researchers must be attentive to the design features, two of which are the forced responses (i.e., 100%-, 50%, or 0%-forced) and the questionnaire item display (i.e., paging or scrolling). Moreover, the respondents’ favorable attitude towards questionnaires is a key factor driving them to complete the questionnaires. However, no studies have examined the effects of these three variables on web survey completion rates. This research thus attempts to fill this gap. Using a quasi-experiment, we obtained 401 responses to six (i.e., 3 levels of forced responses x 2 display styles) comparable online questionnaires with identical contents. The analysis confirmed the statistically significant effects of the forced responses, the item display and the subjects’ attitudes toward questionnaires on completion rates. In addition to extending theoretical insights into the factors leading to a web survey’s completion rates, practical recommendations are suggested based on the findings.

The online retail business has grown substantially. Given distinctive product categories (e.g. search or experience goods), owners must put an effort in the design of websites so every visit may end with a purchase. Clickstream panel data allowing examination into website visiting behavior (i.e. the number of pages viewed (or pageview) or the visit duration) are increasingly accessible. However, it is unclear whether the differences of the two visiting behavior between purchase outcome or product categories are significant. The present study hopes to fill the void. An analysis of 27,528 visit sessions extracted from ComScore verifies that (1) the difference of page views between purchase outcomes and that between product categories were significant and (2) only the difference of visit duration between the product categories was significant but that between purchase outcomes was insignificant. In addition to theoretical insight into online behavior across purchasing horizons and product categories using clickstream data, online retail practitioners could apply the findings to enhance the possibility of the purchases at their online stores.

A positive relationship between pageview and visit duration has been identified for several types of websites, including retail. However, pornography websites offer such explicitly sexual content that viewers might stay on one page so long that it could distort the positivity. Yet, no empirical work has investigated this matter and little has focused on visit behavior to adult websites. Based on 473,840 visit sessions to pornography websites targeting both (1) the public and (2) the homosexual viewers, the 0.771 correlation coefficient between the pageview and the visit duration is statistically significant. It confirms that these two variables are positively related in the online pornography context. We also found that the viewer’s sexual orientation may have a moderating effect on the relationship between them. In addition to extending the theoretical insights into online visit behavior to pornography websites, online practitioners may apply the findings in order to retain visitors to their websites.

Halal packaged food products have attracted much attention in ASEAN where its largest member, Indonesia, is the world’s most populous Muslim country and is a major market in the region. For a non-Muslim country like Thailand, Islam also has a significant role in being the second popular religion after Buddhism. Although the Islamic population in Thailand is not as great as in Islamic countries, Thailand plays a substantial part in halal business as being recognized as a food production base exporting halal food worldwide. Therefore, the major objective of this study is to identify and analyze the significant factors that influence purchase intention of Thai and Indonesian Muslims toward halal packaged food products from non-Muslim manufacturers. This study used a survey to collect data consisting of 200 Thai respondents and 200 Indonesian respondents. The results indicated that product ingredients significantly influenced consumers’ intention to purchase both in Thailand and Indonesia while halal certification only significantly influenced consumers’ intention to purchase in Indonesia.

This research aims to investigate how learning processes can be organized to create a model for effective leadership towards management. The study aims to compare the opinions of personnel in Wang Phong Sub-district Municipality regarding problems and obstacles in municipality administration and identify solutions to address these issues. The research methodology involved conducting in-depth interviews with key informants, and qualitative data analysis was used for data interpretation. The study's findings revealed that the former president of Wang Phong Sub-district Administrative Organization was a good leader who had a strong understanding of the principles of good governance and had effectively applied these principles in practice. Factors that contributed to the success of exemplary governance implementation included leadership, availability of resources and finances, and personnel numbers. Two important principles of good governance were identified: a system for awarding contests, and clear and transparent management principles for Sub-district Administrative Organizations.

This paper aims to examine the effect of corporate governance (CG) on firm performance (FP). The 3SLS (Three-Stage Least Squares) regressions were performed on a system of equations based on a panel dataset of 1,768 firm-years of Thai-listed companies from 2014 to 2020. This is to assess the simultaneous linear/curvilinear relationships between CG and FP. We found that internal CG mechanisms (i.e., the board size, institutional ownership, and dividend policy) are significantly related to firm performance measured by return on equity (ROE), return on assets (ROA), and price-to-book ratio/Tobin’s Q (PBR). Board size exhibits a curvilinear relationship rather than a linear relationship with FP. This reflects the integration between resource dependency theory and stewardship theory. Relative to ROE and ROA, a board size of 10 is optimal (which is associated with a peak ROE of 14.8% and a peak ROA of 3.4%. A board size greater than ten would see a fall in ROE and ROA. Relative to PBR, a board size of 12 is optimal, with a peak PBR of 2.39 times. This study further identifies a ranking of effective CG mechanisms.

It is recognized that reading ability is essential for Thai EFL students and English reading is perceived as a difficult task among them. To understand the difficulty experienced by the students while reading English text, this study hence aimed at investigating problems of using English reading strategies perceived by Thai EFL students as well as providing suggested reading instructions for Thai lecturers to cope with the emerging problems. This study employed a mixed-method design. The participants of the study were 412 Thai EFL students who, in this study, were also considered as Gen Z students at a large-size university in Bangkok, Thailand. The participants were asked to complete an online questionnaire on 4-point Likert’s scale, which was adapted from Aebersold and Field (1997). Moreover, 10 students were recruited for two focus group interviews. The results revealed that Thai EFL students experience difficulties in using English reading strategies when they have to skip unknown words during the first reading (mean = 2.67, SD = 1.01) followed by varying reading speed rates according to the type of the reading passage (mean = 2.66, SD = 0.97), and guessing the meanings of unknown words by using the context clues (mean = 2.59, SD = 0.92) respectively. Based on both quantitative and qualitative results and personality traits of Thai Gen Z, suggested reading instructions including guided reading, improving student’s vocabulary knowledge and reading comprehension, technology-blended classroom and critical reading were purposed.

This study aims to (i) analyze desired characteristics of successful start-up entrepreneurs in Prachuap Kirikhan province, (ii) compare desired characteristics of successful start-up entrepreneurs in Prachuap Kirikhan province according to gender, age, educational background, investment, budget capital, entrepreneur experience, and a number of staff, and (iii) study additional suggestions. The research samples were 140- start-up entrepreneurs in Prachuap Kirikhan province derived through the Simple Random Sampling technique. The instruments used for collecting the data were the rating scale and open-ended questionnaire. Frequency, mean scores, Standard Deviation, t-Test, F-test, and content analysis were used for data analysis. The findings were (i) Desired characteristics of successful start-up entrepreneurs were at a high level (ii) Success of start-up business were ranked according to gender, educational background and number of staff and (iii) the additional suggestions were remarkably emphasized on using past and present experiences to adapt with the business; using technological advancement to reach a wider target group, and using new creativity and risk-taking to make a brand uniqueness.   

The purpose of this study is to emphasize the term workplace fun that has been widely used in the western world but has had minimal impact in developing countries—such as Thailand. The research examines the relationships among variables such as the attitude of millennial employees towards workplace fun, experienced workplace fun, job satisfaction, and task performance in Thailand. According to the data of the National Statistical Office of Thailand, millennial will account for half of Thailand’s workforce by 2030. The study relied upon survey data collected from 519 respondents representing millennials who are working in Thailand. By applying descriptive and inferential statistics, the study has found that millennial employees are true believers in the concept of workplace fun. Pearson’s correlation coefficient indicates that a higher exposure to experienced workplace fun leads to higher employee’s job satisfaction and higher task performance. This paper serves to change the traditional management view of having fun in the workplace and to direct for future work so that it may continue growing to improve Human Resource Management knowledge in Thailand.