Chai Ching Tan

Rajamangala University of Technology Rattanakosin · Rattanakosin International College of Creative Entrepreneurship

The purposes of this research were: (1) to study and justify customer behaviors in live-streaming e-commerce; (2) to study the flow state drivers and post-flow state mediators as crucial factors influencing compulsive buying; (3) to analyze a quantitative survey is used to collect the data. Artificial neural networks and structural equation modelin...

Purpose This paper aims to highlight the effect of mobile commerce (m-commerce) ubiquity on usage behavior as well as the mediator mechanism of brand trust between ubiquity and usage behavior. To extend the findings, this research also examines the moderator role of product reputation on the nexus between brand trust and usage behavior in the m-com...

Purpose This paper examines the moderated-moderation model of reciprocity belief and fear of negative evaluation between supervisors' abusive reactions and subordinates' distress. Design/methodology/approach The authors obtained 412 valid responses from Egyptian hotel employees and analyzed them using PROCESS model 3. Findings The three-way inter...

This study utilizes bibliometric knowledge mapping to guide the development of consumer behavior within a theoretical framework in live E-commerce environments. This analysis is based on data collected by existing customers on platforms such as Taobao, JD.com, Mogujie, Xiaohongshu, and Jumei Youpin. The literature survey chart is based on 2000 arti...

The fundamental purpose of tourism destination development is to improve the quality of life of local residents. For the minority areas in Guizhou Province in China, tourism development can achieve good ecological, economic and social benefits. This research is aimed at to exploring the key driving factors which can improve the quality of local des...

We are pleased to present Volume 7 Issue No. 1, 2023 edition of the International Journal of Multidisciplinary in Management and Tourism. This volume consists of six articles. The first article studies a recent retail development in Tai’an City that takes advantage of the benefits of value co-creation between suppliers, retailers, and customers. T...

This study aims to empirically validate a link between the three aspects of knowledge management (KM) to the three aspects of innovation capability. Knowledge production, transformation, and knowledge diffusion are the three components of knowledge management. Product innovation, technological innovation, and industry chain cooperation capability a...

This study focuses on the development and influence of special economic zones (SEZs), examining factors such as enterprise competitiveness, main industries, supply chain relationships, and the development environment of the zones. The lack of a consistent framework for assessing the performance and impact of SEZs has been a challenge in research. T...

The current study aims to construct a model describing consumer behaviors of live-streaming e-commerce based on flow theory, on top of socio-technical system theory, as a part of the theoretical contribution to the extant literature, including examining the moderating function of consumer cognitive styles represented by innovativeness and compulsiv...

Drawing on cognitive consistency theory, which is manifested, for example, by person-job, person-environment, person-supervisor fit, and cognitive dissonance, this study fills the extant literature of organizational citizenship behaviors (OCBs) with three antecedent constructs: negotiation style matching, organizational culture matching, and ethica...

This is the preface to the International Journal of Multidisciplinary in Management and Tourism, written by chief editor Dr Chai Ching Tan. We are pleased to present Volume 6 Issue No. 2, 2022 edition of the International Journal of Multidisciplinary in Management and Tourism. This volume consists of eight articles, contributed by seven universiti...

This is the preface of volume 6 issue 2 of the International Journal of Multidisciplinary in Management and Tourism, Thai TCI-2 Journal

Both the academicians and the practitioners have long recognized the role of expectations and actual perceptions of service quality. Nevertheless, scant attention is paid to service quality using additional objectivistic means to shed some missing yet essential insights. This study incorporates neural network simulation, structural equation modelin...

Spirituality and science should go hand in hand, but it is unclear how one integrates both to deal with uncertain and rapidly changing worlds. Spirituality can provide a tranquil state of mind, corresponding calmness, and insights not biased by our prejudices. Science is evident in progress toward an approximation of truths, which also aims to impr...

Discusses mathematical, computational intelligence and engineering approaches for tourism. Presents a unique combination of topics on tourism destination ranking. Appeals to faculty members, postgraduate students, research scholars as well as readers.

We are pleased to present Volume 6 Issue No. 2, 2022 edition of the International Journal of Multidisciplinary in Management and Tourism. This volume consists of eight articles, contributed by seven universities located in Thailand and China: Mahidol University International College, Shinawatra University, National Institute of Development Administ...

Online is a popular media or pedagogical approach in schools these days, and dancing courses are no exception. Empirical research about the perceptions of students towards online dancing classes is rare. As a result, the goal of this study was to develop a model that explains students' continuing support for online dance classes: based on the three...

Due to the rise of e-commerce live streaming, more and more Chinese people liked live streaming shopping in recent years. In the era of digital economy, e-commerce platform has developed into a data platform ecosystem built around data resources and data mining technology system. The most typical application of big data is also concentrated in the...

This study focus on the agricultural energy Internet, which the concept of "Energy Conservation and Emission Reduction" makes agriculture an essential direction for the development of the energy Internet. Agricultural Energy Internet will change the way energy is produced, transported, and consumed, further affect people's lives, promote energy tra...

The study sets forth to present a theoretical model derived from the theory of planned behavior (TPB) that employs a critical missing concept, the "mental model" in the extant literature for applications to organizational citizenship behaviors (OCB). Mental models are represented by the engineer, community-building, visionary, and artistic elements...

The agricultural industry's competitiveness has become increasingly vital as global uncertainty grows. China proposed the dual circulation plan to achieve competitiveness resiliency in May 2020, which intends to enhance supply-side structural reforms. Empirical studies are rare in the early stages of national policy implementation, and most article...

China's "double reduction" education policy is a relatively new statewide movement. A systematic understanding of the policy, such as expectations and the empirical research, is still a gap due to the early stages of policy implementation. This study identifies the cognitive structure of the policy and uses the existing literature for implications...

The globalization of higher education has become an unavoidable tendency of higher education development in today's society. The advancement of information technology has generated a new model of learning that transcends time and location, and the methods and channels for acquiring knowledge have fundamentally changed. Many countries urge residents...

Schools are in a unique position not only to impart knowledge to students and sharpen their cognitive ability, but as they will face many issues during their studies (socially, mentally, or in studies), school counselling is thus a mechanism that many universities incorporated. However, there are rare publications that examine the extent to which t...

The majority of published research on live-streaming commerce employs a quantitative survey method, and the theoretical model differs based on different deductive reasoning. Based on the transcripts of thirty-nine informants in in-depth interviews, this study identifies significant roles of information and knowledge (I&K) and behavioral activation,...

Motivated by students being too stressful in school, this study examines whether psychological capital predicts the stress level, psychological wellbeing and engagement level of students, and exhibits a mediating role for the three antecedent factors, namely school atmosphere, parental support and student relationship and support. Chengdu public pr...

We are pleased to present Volume 6 Issue No. 1, 2022 edition of the International Journal of Multidisciplinary in Management and Tourism. This volume consists of eight articles. The first article discusses how the walking-street space and its design can be effectively exploited for tourism prospects, with a focus on promoting tourism in Thailand'...

This paper presents a conceptual model reflecting relationships between visionary leadership and service employee creativity through organizational inertia and knowledge-donating behavior. The research sample consists of 423 employees of 21 four-star hotels in Egypt. The PLS-SEM results revealed that service employee creativity is enhanced when the...

Establishing an easily comprehensible link between spirituality and technology is crucial for the professions to engage in their roles to embrace the fast-emerging industry 4.0 or 5.0 context. This study uses consciousness (or mindfulness) as an entry point, which resembles the data acquisition and knowing function in artificial intelligence (AI) a...

This research exploits widely acknowledged stimulus-organism-response (SOR) theory to comprehend how students form career search self-efficacy in preparation for future responses. In particular, socio-cognitive theory provides the stimulus structure in which personal and environmental factors were empirically shown by use of structural equation mod...

We are pleased to present the fifth volume, the second issue of the 2021 edition of the International Journal of Multidisciplinary in Management and Tourism. This volume consists of six research articles and one article. Phutawan Ho and Teeris Thepchalerm from the Business Excellence and Logistics Research Centre, Mae Fah Luang Univesity, contrib...

This is the proceedings of the 2nd India, Ukraine, Brazil & Greater Mekong Sub Region International Conference 2021

Innovation is one of the main positive driving forces to promote social development. Rural Revitalization is a major strategy of China, which aims to make agriculture strong, rural areas beautiful and farmers rich. There are a large number of ethnic minority villages in China, which are poor and backward but have beautiful environments and rich tra...

This is the proceedings of the FAI International Conference on Public Management and Administration at the Present Stage of State-Building

Brand trust development phenomenon in a structured component-wise and layer manner is vital, which helps the restaurant service provider to systematically create and implement the needed strategies to establish brand trust. From a systems theory perspective, brand trust is a part of the overall brand management system, which would need antecedent s...

A new Cannabis-based industry is filled with both challenges and opportunities. By being new, it needs the active participations of the different stakeholders and consumers, including the policy makers, to engage in value co-creation. This study exploits the netnography of YouTube and the available Cannabis publications to suggest a framework for i...

1 1 1 2 2 This article underpins on a literature review i.e. of the Buddhist Canons of knowledge, that traces the roots of the study of people's behaviours back to 2500-plus years old, and empirically shows the intellectual and utility power of the Noble Eightfold Path, represented as a process configuration framework, to guide the study of organiz...

We are pleased to present the fifth volume, the first issue of the 2021 edition of the International Journal of Multidisciplinary in Management and Tourism. This volume consists of five articles. The first article touches on a very important topic related to the innovation performance of a very successful e-commerce and technology company in Chin...

Community-based tourism (CBT) is a feasible avenue to help revive the tourism markets during and in post COVID-19, and in particular, due to social distancing and safety measures requirements, communities can pivot towards the MICE (Meetings, Incentives, Conventions and Exhibitions) tourism markets. This paper contributes in twofold domains. First,...

Hot spring destination studies are predominantly qualitative in nature in the extant literature, and thus, a quantitative approach, particularly with combined neural network (NN) simulation and structural equation modeling (SEM), is a significant value-addition, both academically and practically. On the practical aspects, this study, through compar...

Community-based tourism (CBT) is flourishing in Thailand, partly credited to the active local participation and engagement-driven national policies that aim to stimulate effective uses of local resources and destination attributes for income-earning and sustainable socio-cultural and ecological development. Against this policy-grassroot synergistic...

Competence is often described as the fundamental ability for accomplishing tasks, and for firms to even survive, especially in today’s context of hyper-competition (Kunjiapu and Yasin, 2010). Competence manifests in forms of behaviors, which is known as competent behavior, and thinking in this way, one can derive a set of factors that result in com...

This article presents an approach to brand management through a process of stimulus and organism (i.e. perceptions, image, attitudes, knowledge) formation of brand. The two empirical cases-one of the consumer perceptions on Alipay mobile payment system, and another on Tae-tea brand in China-demonstrate not only the validity and robustness of the SO...

We are pleased to present the 4th volume, the second issue of the 2020 edition of the International Journal of Multidisciplinary in Management and Tourism. This volume consists of six articles. The first article is rather creative. The author exploits a universally recognized theory of human behaviors, known as stimulus-organism-response (S-O-R),...

The aim of this paper is to contribute to the extant literature of service quality and its widely measurement instrument, SERVQUAL, through a communication lever emphasis. In particular, the primary and secondary communication levers, operationalized through the mediating role of empathic caring in association with the tangible, assurance, reliabil...

In realizing the wide-ranging sets of variables that could influence the sustainability of the tourist destination of natural and cultural setting, this study exploits the statistical strengths of structural equation modeling (SEM) to exploratively test and explain best model fits. The study relies on simple theoretical scheme, namely the linkage b...

We are pleased to present the 4th volume, the first issue of the 2020 edition of the International Journal of Multidisciplinary in Management and Tourism. This volume consists of six articles. These articles are of multi-disciplinary nature in the fields of management and tourism. Management discipline is broad-based, and everything tangible or int...

This is the proceedings of the India, Ukraine, Brazil & Greater Mekong Subregion International Conference 2020

Wide ranges of behaviors and attitudes, and governmental measures towards curtailing the impacts of Covid-19 on aspects of human life, psychological stresses and economic strains, have caused different nature, scopes and depth of behavioral responses in every job and academic discipline. As a result, we recognize significant gaps existing in what w...

Wide ranges of behaviors and attitudes, and governmental measures towards curtailing the impacts of Covid-19 on aspects of human life, psychological stresses and economic strains, have caused different nature, scopes and depth of behavioral responses in every job and academic discipline. As a result, we recognize significant gaps existing in what w...

Ecotourism is one of the core tourism products the Thai government is actively promoting. However, the extant literature and the markets still lack of an objective framework in explaining into tourist experiences and reactions of ecotourism trips, such as relating to the types of values tourists appreciate, and the nature of stimuli that can, most...

This paper adapts TOPSIS (Technique for Order Preference Similarity to Ideal Solution) to study two industry cases important to Chiang Rai (Thailand), namely the longan and chilli-paste industries. Creative order-ranking use of TOPSIS leads to provide means for assessing hypotheses and illuminating the dynamic patterns, and the similarity and diffe...

Fieldtrip is an important pedagogical means that tourism education in Thailand is actively pursuing. Nevertheless, the advantage of field trips manifested through the ability to see the actual theory in the practical field is relatively unexplored. This study thus proposes a stimulus-organism-response (S-OR) framework as a platform bridging the abs...

1 1 1 2 2 This article underpins on a literature review i.e. of the Buddhist Canons of knowledge, that traces the roots of the study of people's behaviours back to 2500-plus years old, and empirically shows the intellectual and utility power of the Noble Eightfold Path, represented as a process configuration framework, to guide the study of organiz...

Judging by a lack of analytics approach such as the use of artificial neural networks (ANNs) in social science and management research, this study demonstrates the complementary advantage of ANNs to the traditional theory-driven hypothesis testing. A valid 151 dataset, involving the participations of the hotel management and employees, both front a...

The Internet-of-things (IoT), or alternatively known as the Internet of Everything (IoE), or the Industrial Internet, is a new technology paradigm envisioned as another wave of enabling technologies and business approaches that would revolutionize the world businesses, productions and services. At this juncture, the body of literature still lacks o...

Motivated by a desire to fill an empirical gap studying how the tourists form of their attitudes and behaviors towards Lao PDR, through representative cities Vientiane and Luang Prabang, this research thus is initiated. The research focuses particularly on the cognitive and affective aspects of the destination images, and studies how they influence...

Realizing that enterprise risk management (ERM) is not a straightforward topic or a competence to master, it is important empirical research can find a way to convince the management team to adapt ERM. This research exploits the concept of strategic management, underpinning on a logic that a strategic match of both internal management focus and ext...

The extant literature demonstrates a gap in topics relating to spiritual and pilgrimage tourism in the domain of "tourist experience". This study fills the gap based on a stimulus-organism-response (S-OR) framework and highlights the spiritual experience as the domain of stimulus. The organism construct, which states the tourists' inner states of p...

This is the proceedings of the International Conference on Engineering, Mathematical and Computational Intelligence

This study targets to identify and put into a structure organizing the elements that election organizations can exploit to support and enable public opinions in the election process in order to benefit towards promoting democratic society. The methodology is a literature review. The deductive approach of the literature review is a synthesizing mech...

No previous studies in the topics relating to community-based tourism (CBT) and its business model development, for sustainability-oriented purpose, have presented a management-oriented approach through the lens of balanced scorecard (BSC). This paper contributes to fill this gap and considers three interrelated research questions: (1) What are the...

上世纪90 年代，哈佛大学的迈克尔·波特(Michael E.Porter)在其著作《国家 竞争优势》中，提出"钻石理论"(Diamond Framework)。波特认为，企业的竞争 优势集合为产业，再进一步成为国家竞争优势。其中，有 4 个基本因素和 2 个重 要因素值得分析， 即要素条件 (factor conditions) 、 需求条件 (demand conditions)、 相关与支撑产业(supporting industries)以及企业战略、竞争结构与同业竞争 (enterprise strategy, structure and rivalry) 。 此外， 政府(government)和机会(Chance) 对产业竞争优势也有着重大的影响。 以上 6 个因素相互影响，...

摘要： 替代种植”实施的二十多年来，在减少毒品种植面积方面取得了显著成绩。 但国内外对替代种植的成效评价存在较大差异。本文拟运用波特钻石理论，从老 挝北部农业发展的角度，考察中国在老挝北部开展替代种植项目的成效与存在的 问题。通过分析可以发现，作为援助项目的中国替代种植项目，为老挝北部减少 罂粟种植，并在一定程度上促进老挝北部地区农业发展发挥了积极作用。老挝北 部地区农业要实现可持续发展，还需要老挝中央政府和北部地区思 考如何利用援 助项目为本国长期发展服务，并更多关注本地农业企业发展。

Belt and Road initiatives (BRI), alternatively known as OBOR (One Belt One Road) initiatives, are China's grand connectivity project, and if successful, many countries and their industries could be benefited. Being grand and having global scales in influence, there are certainly many challenges ahead. Challenges are made more difficult to tackle, p...

T his article presents how an instrumental case research-oriented approach can be used in a teacher field trip. The purpose is to help the teachers on a field trip to identify and explore research topics and propositions that have currency in today’s digital and AI economy. The authors of this article were among the 55-member team in the educationa...

Worldwide demand for rice has increased dramatically over the past 50 years as the population has grown. However, Myanmar's rice export market share is only 5 per cents of the global rice market, and it cannot compete easily with other neighbouring rice-exporting countries. In view of the significant role of the rice milling industry in Myanmar, an...

This research treats the community as a brand and adapts the stimulus-organism-response (SOR) concept in consumer behavior to suggest how communities can chart their marketing, marketing communications and brand strategies forward. Three layers of the SOR form the basis of the contribution. While the first layer describes how the CBT stimuli lead t...

No previous study in the discipline or topics relating to community-based tourism has shown a management-oriented approach through the lens of a balanced scorecard (BSC). This paper contributes to this gap and considers the question: What is the relevant focus of each perspective in the BSC structure? Overall, the BSC has four perspectives consider...

Rooted in a lack of a model of Buddhist learning and meditation that shares closed-loop systems dynamics configuration and concept that scientists and the Western literatures are familiar with, this research deduces one by integrating the concepts of Buddhist epistemologies, and fundamental socio-psychological theory known as SOR (Stimulus-Organism...

A structural realism position is justified in this article. In particular, a version advocating "Concerted Unilateralism" is borrowed in realizing the approaches based on a structural realism. The structural realism underpins the BRIs in justifying for national competitiveness, and addressing issues, such as relating to PEST-the macro environment t...

This research is motivated by a lack of knowledge explaining how tour operator can make use of how the tourists perceive and react to the destinations targeted, and the overall tour services and the tour guide arranged, to formulate tour operations strategies to yield similar-trip performances and tourist loyalty to similar trips. Seven hypotheses...

This research targets two very important objectives. First, it exploits the similarity structure of the theory of planned behavior, expectancy confirmation theory and the stimulus-organism-response (S-OR) model, in broadening the social-psychological context in the use of the SO -R model, and which renders the model being capable of embracing a bro...

This paper provides the rationales, through deductive reasoning, to propose a balanced scorecard (BSC) configuration to support the design of business model that takes root in maximizing drivers of learning and growth. BSC is one of the most popular, ongoing dominant topic related to performance measurements. Its early concept has since evolved to...

This text serves as a guidebook of what needs to be focused on in the design, implementation, data analysis and interpretations, results and discussions, and writing of business research articles and theses. To help the students master their understanding, the text is arranged in five chapters. The first chapter introduces the role of research, exp...

This research starts by acknowledging a practical and theoretical need to fill a gap in the extant literature, in that the community-based case study of the coffee farming business in Thailand is something not academically reported. Due to the relatively unreported phenomenon, this research exploits the proven feature of soft systems methodology (S...

Assessing the satisfaction of the students can give vital information that shows the successfulness of community-based higher-education institutions in delivering appropriate educational products or services to the market. Studies examining student satisfaction have primarily emphasized service quality traits as the sources of enablers, and this re...

Realizing that enterprise risk management (ERM) is not a straightforward topic or competence to master, it is important for empirical research can find a way to convince the management team to adopt ERM. This research exploits the concept of strategic management, underpinned by the logic that a strategic match of both internal management focus and...

Prior literature highlights very little empirical and conceptual research involved in explaining and characterizing how customers perceive their experiences staying in the hostels. To fill in these gaps, this research adopts a widely acknowledged SO -R paradigm, which studies the mediating roles of a hostel's internal image and customer value propo...

This research is a continuation of two other research efforts of the researchers targeting the same pineapple factory sectors, which extend the works of the theory of planned behavior (TPB) that shifts the prioritization from individuality orientation (i.e. attitudes, subjective norms, and intention) to operational and organizational levels. Explic...

SPACE tool-standing for Strategic Position and Action Evaluation is used in relation to the employee-level factors to rationalize the strategy position the pineapple manufacturers and traders should take. A 312-sample set was obtained and used in the analysis. Job resources and job demand, and motivational incentives are shown to relate positively...

This research lays the exploratory groundwork for studying employee-level contribution to workplace organizational performance. The empirical data were collected from among the managers and the workers of two important value-chain players of the fresh-cut mini-pineapples industry in Chiang Rai, namely the manufacturers and the traders. This researc...

A combined neural network and structural equation modeling (SEM) approach is shown its usefulness in empirically testing the hypotheses. The hotel industry in Aceh, Indonesia, is studied, involving 151 valid responses by hotel managers and other positions. The model tested and confirmed the mediator role of organizational learning-That is, although...

This article presents an approach to brand management through a process of stimulus and organism (i.e. perceptions, image, attitudes, knowledge) formation of a brand. The two empirical cases-one of the consumer perceptions of the Alipay mobile payment system, and another on the Tae-tea brand in China demonstrate not only the validity and robustness...

Motivated by a desire to fill an empirical gap studying how the tourists form their attitudes and behaviors towards Lao PDR, through representative cities Vientiane and Luang Prabang, this research thus is initiated. The research focuses particularly on the cognitive and affective aspects of the destination images and studies how they influence tou...

This is the proceedings of the 1st India-Greater Mekong Sub Region International Conference 2018

Although community-based tourism (CBT) is an established topic in research and practice, the literature on it in the context of social entrepreneurship still lacks theoretical foundations and empirically tested models to help relevant stakeholders develop effective strategies. Therefore, the purpose of this study is to develop and empirically test...

This research employs Karl Popper's concept and arguments of the "three ontological worlds, namely world one, world two and world 3," essentially an effort of Karl Popper made towards an evolutionary theory of knowledge for establishing scientific foundations, to study 1) the role of performance measurements in organizational learning and thus orga...

This research makes numerous fronts of contributions to the existing bodies of knowledge. The research stands on a comprehensive quality assessment footing covering the ontological, epistemological and methodological domains of validity, reliability and generalizability assessments. Judging from the fact that brand community engagement is a context...

The case organization realizes that if they can stimulate changes in the views, from different angles, of their employees, suppliers, and customers, such as about the way the organization measures and manages their performance, for the benefits of the customers, they then can transform their business and gain sustainable competitive advantage. Obje...