Phaninee Naruetharadhol

Khon Kaen University | KKU · International College

This research aimed to study the factors that affect passion and grit and their relation to Organisational Citizenship Behaviour (OCB) in the educational service sector. The data were collected from 381 employees from four main universities in Thailand. Structural equation modelling was used to conduct the data analysis. The results indicated that...

This study delves into the intriguing dynamics between green semiotics and brand experiences, examining how elements like color, image, logo, and font not only shape brand experiences towards eco-friendly products but also influence green consumer behavior and thinking. Conducting a survey among 357 Thai consumers, this research uses Covariance-bas...

This study concentrates on the question of what influence does each component of smart governance have on the effectiveness of Thailand’s smart city. The primary objective of this study is to identify the components of smart governance and examine the impact of smart governance components on the effectiveness of smart cities. This study is classifi...

Demographic shifts resulting from population aging are evident globally, including in Southeast Asia, Thailand, and Indonesia. The relevance of advance care plans is becoming increasingly apparent as the worldwide demographic transforms due to aging. This study sought to investigate the factors influencing the use and implementation of advance care...

Food waste is an issue throughout the food supply chain from production to consumption, especially in the later stages, such as retailing and final consumption. For the future of the developing world, changes in farming and retail practices are crucial. This study introduces a digital system for managing agricultural waste in Thailand that aims to...

This study examines how green supply chain management (GSCM) in emerging markets affects firms’ waste disposal practices in Thailand’s dynamic economy. Using partial least squares structural equation modelling (PLS-SEM), we examined 320 Thai SMEs’ survey data to understand GSCM. The research reveals two key findings: A strong positive correlation e...

This study investigates the impact of eco-innovation policies on the reduction of food waste in the European Union (EU) and the Association of Southeast Asian Nations (ASEAN). Eco-innovations are a range of new technologies and practices that aim to tackle the global food waste crisis. These innovations not only promote economic growth but also con...

Pro-environmental behaviour is worth researching to understand the relationship between consumer behaviours and environmentally friendly consumptions. This research aims to investigate the impact of citizen science on pro-environmental citizenship behaviour when environmental attitude, environmental knowledge, and environmental awareness intermedia...

Misshapen organic vegetables in the food supply chain can easily be discarded in the market if they do not meet aesthetic standards. E-commerce technology enables the distribution of imperfect organic produce from farmers to potential customers, mitigating agri-food waste issues. Green consumers are prospective customers of imperfect produce becaus...

This study aims to investigate the role of trust and website conversion in consumer responses to green product purchasing, with a new perspective through the lens of innovative website design's technology integration. To achieve this objective, an online survey was conducted with a sample of 384 consumers in Thailand. The results reveal that user t...

In a circular economy, fermented fish residue could be converted into high-calcium fish bone powder for fish sausages to reduce fish waste. To create product concepts for such sausages, this study aimed to (1) identify customer behaviors, needs, and problems associated with purchasing fish sausages; (2) select high-value consumers of high-calcium f...

This study provides an evaluation of the environmental impact and economic benefits associated with the disposal of mango waste in Thailand, utilizing the methodologies of life cycle assessment (LCA) and cost-benefit analysis (CBA) in accordance with internationally recognized standards such as ISO 14046 and ISO 14067. The study aimed to assess the...

The purpose of this study is to empirically examine the influence of social capital on competitive advantage through event innovativeness in business event study. This study uses a quantitative analysis of a questionnaire taken by 471 event participants. The results indicate that event innovativeness partially mediate the relationship between socia...

This research paper focuses on mobile banking acceptance among Generation Z users by combining the technology acceptance model (TAM) and the unified theory of acceptance and use of technology (UTAUT) theory, as well as extending the theories with perceived trust and risk. During the COVID-19 pandemic, the online questionnaire survey was distributed...

Thailand has a problem with fruit and vegetable waste because consumers have a negative attitude towards fruit and vegetables with imperfect shapes; however, those imperfections have no impact on nutritional quality. Young adults are most aware of the problem of food waste. Here, we study factors influencing consumer' intention to adopt an e-commer...

In order to respond to sustainable consumption and production, customers today are more aware of how their actions affect the environment. As a result, customers are looking for products that use sustainable practices and are environmentally conscious; an online platform is viewed as a channel to approach such products in the digital era. To meet t...

The issues of the relationship between the innovative maturity of enterprises, the orientation of small- and medium-sized enterprises (SMEs) to the principles of sustainability, and the expansion of their participation in sustainable development with business efficiency are very important and interesting. In this case, it is important to find a goo...

Digital payment or e-payment is well known in the present digital age and cashless society because of its variety and benefit. With an increasing amount of digital payment technology, the unified theory of acceptance and use of technology (UTAUT) has been utilized for decades to investigate consumers’ acceptance. However, youths’ behavioral intenti...

Recent research has focused mainly on the impact of corporate social responsibility (CSR). However, few studies have examined the impact of CSR and corporate image on organic food consumption, particularly in developing nations. This study explores the effect of corporate social responsibility on consumers’ intention to purchase organic food in Tha...

The increasing awareness of the benefits of functional non-dairy milk has been growing significantly due to the increasing recognition of the benefits of functional foods. Functional non-dairy milk provides a valuable alternative for lactose-intolerant people with other dietary restrictions preventing them from consuming dairy milk. However, some e...

Despite being determined by global market prices, the majority of Thai farmers have never become innovative price setters. Not many Thai farmers considered a pricing approach that would maximize the value of their agricultural products. To this end, this study provides empirical evidence regarding the impact of marketing-based variables on pricing....

Openness to innovation is a key strategic decision of any family business. Despite a rising interest among studies regarding open innovation (OI) in family companies, the existing knowledge and information are rather limited. The present study aims to enhance a greater understanding of the execution of OI strategy, examining how OI affects firm per...

Gluten-free food products have been developed to satisfy the needs of consumers with celiac disease. However, there has been little research on the product feature development of sustainable gluten-free instant noodles through a qualitative study to explore the customer insights related to environmental attitude and purchase decision. Using a cross...

Service quality management has been introduced to higher education for many years. However, most Thai tertiary institutions have not effectively adapted service equality management and marketing strategies to enhance the loyalty of their international students. This research paper seeks to identify significant factors that affect international stud...

The internet offers enormous development opportunities for airline firms and a lot of information for consumers to pick the finest available options. This research aims to study the consumer buying intention of e-commerce airfares in an emerging economy based on the technology acceptance model. This article employed a sample of 3064 respondents at...

Green food has been introduced into the market for several years. Nevertheless, most Thai consumers do not commonly purchase green food in their daily routine. This research article aims to identify the market segments and significant factors affecting green food purchase intention in Thailand based on the theory of planned behavior. It employed a...

The aim of this study was to investigate the existence of collaboration-based business model innovation through an open innovation strategy among multigenerational-cohort SMEs in the context of the Thailand setting. This current research identified four key antecedents of open innovation based on resource and capability review. Open innovation is e...

This research’s objective was to analyse the impact of sustainable practices, destination image, perceived value and novelty seeking on tourist satisfaction and temporal revisit intention in Yogyakarta, Indonesia. The respondents in this study were tourists in the city of Yogyakarta, with a sample size of 420 respondents. The methodology of this re...

There is a growing interest and trend in new product development (NPD) from food waste. However, most qualitative approaches rarely use the lean entrepreneur concept in the context of new product development (NPD), which allows for understanding customer insight rather than the traditional qualitative approach. Therefore, this study aims to (1) exp...

Currently, most companies are increasingly interested in implementing CSR activities in developing countries. Therefore, the purpose of this research was to examine how CSR or sustainable practices can improve a customer relationship through influencing customer experiences, trust, engagement, and satisfaction based on customers’ perceptions. This...

The Coronavirus Disease 2019 (COVID-19) pandemic has reshaped human behaviors and switched communication systems from face-to-face to digital communication technologies. This study aimed to examine how digital transformation practices affect human behavioral change digitally, and how perceived COVID-19 severity affects digital transformation practi...

The challenges of cooperation and collaboration faced by small and medium-sized enterprises (SMEs) in Thailand require a specific approach to creating new shared value through innovation—open innovation is extensively applied. The purpose of this research is to shape the psychometric properties of an Open Innovation Implementation scale that suppor...

E-travel websites have progressively played a significant role in the tourism industry because travelers can easily book a holiday trip anywhere at their fingertips. However, studies related to the relationship between e-service quality and e-reputation of travel agency websites are limited. This study investigates the components of e-service quali...

This study aims to (a) identify perception factors that affect current mobile banking (M-banking) consumers’ continuous use of the technology, (b) explain the self-service technology (STT) dimensions that affect customers’ behavioral intention, and (c) be able to offer recommendations to the banking industry or other organizations related to M-bank...

Green innovation has been valued as a mechanism to reduce environmental impacts, which can increase organizational commitment and engagement propensities for environmental sustainability. This paper aimed to understand: (1) how does green innovation recognition affect the organizational structure? and (2) how can organizational structure help most...

This research article attempts to analyze the relationship between career status and retirement readiness of skilled immigrants in Thailand’s educational sector. This article employed a sample of 319 skilled immigrants in the Northeast of Thailand and performed a statistical analysis utilizing the structural equation modeling (SEM) approach and usi...

Small- and medium-sized enterprises (SMEs) have played an income-generating role in economic notions of prosperity in many developed countries, especially Thailand. Inside green economy, fostering eco-innovation by open innovation has become an increasingly new normal issue in Thailand. The ability to identify and collaborate with external knowledg...

The purpose of this research is to study how corporate social responsibility affects organizational performance. To accomplish this objective, fostering corporate social responsibility is one of the techniques that organisations employ. In this study, the researchers focused on international organizations' corporate social responsibility activities...

This research aimed to study significant relationships among factors influencing customer satisfaction and loyalty in the health care service industry. In order to test the conceptual framework, structural equation modeling (SEM) was used to analyze the data from 252 respondents (outpatients) at four public and private hospitals in Khon Kaen City,...

Small-and medium-sized enterprises (SMEs) face limited resource capability to implement open innovation. Understanding a robust mechanism of knowledge management, organisational structure, and networks can benefit managerial and organisational drivers to achieve open innovation in general. The paper sheds new light on developing the open innovation...

An extensive inquisition on service quality has been a significant subject matter for centuries and has now developed in a manner of self-service technology (SSTs). SSTs service quality has a complex influence on the behaviour of customers in terms of interaction with banking organisations that involve activities of M-banking to establish and devel...

The world is being heavily polluted, which is contributing to many natural disasters. Attempts are being made to come up with innovations that lessen the impact of pollution. Electric cars are one such innovation. Here we investigate the awareness of and decision making about buying electric vehicles among 204 young adults. We propose that consumer...

Retaining human resources is essential for a company’s competitiveness. Losing a high-capacity employee can hurt a company’s performance. In this study, we investigate the inter-relationship among work-related factors, for instance, job stress, person-environment-fit, and quitting intention of employees in Thailand. Data were collected from 400 off...

With the increase of social networks that influence human life, selling products or services online makes it easy and convenient for customers. B2C social network official account started popular in Thailand as it enhances the communication between seller and buyer to be more comfortable. This research aims to study the effects of B2C social networ...

Small- and medium-sized enterprises (SMEs) are largely encouraged to take an open innovation model as a systematic area for R&D to expand networks in science and technology operation (Sci-Tech), especially in Thailand and China. Our paper examines the relationship between organizational culture (OC) and open innovation performance (OIP) of SMEs and...

The purpose of this study is to examine a situation of food tourism research in Southeast Asia. By analysing literature and bibliometric, this paper investigates the feature of food tourism research and essential contributions. The research findings deliver an investigation of food tourism research in Southeast Asia based on systematic review studi...

This study compares the financial planning behavior of urban and rural citizens in China. Data from 399 urban citizens and 315 rural citizens were analyzed by applying the structural equation modeling (SEM) approach and the multi-group analysis (MGA) so that urban and rural citizens’ retirement behaviors were able to compare. We found that an indiv...

This research aims to study the success factors of an online entrepreneur. With the recent rapid growth of the online market for different goods and services, the need to investigate the business strategy of online entrepreneurs in specific markets such as in Thailand and extract relevant success factors is dire. The researcher collected data by us...

Many governments in recent years have sought to control the high public health costs of cigarette smoking as one of their fiscal mandates. This action has mainly been spurred by the health and economic implications of smoking. The purpose of this research particle is to explore the impact of the cigarette tax imposition on cigarette consumption in...

The purpose of this research paper is to investigate the level of user satisfaction with an interface system used by CHEP Aerospace Solutions staff from different geographical areas: Asia, Europe, and North America. The methodology utilized in this research includes survey questionnaires to determine levels of satisfaction based on a five-point Lik...

This research aimed to evaluate the performance of the claims management process of an Australian insurance firm based on three catastrophic events: the Brisbane Storm, the East Coast Storm, and the Brisbane/South East Queensland Storms and Floods. Performance was measured using three parameters: Life-cycle (LC) target, conversion rate, and Net Pro...

This article aims to investigate the determinants of profitability of corporations listed in the energy sector of the Stock Exchange of Thailand. Using the data of thirty-seven energy companies ranging from 2010 to 2015, the Ordinary Least Square (OLS) models were formed to capture the relationships between a firm’s profitability (dependent variabl...

Several Thai initiatives have tried to educate laborers in the industrial sector, as they are the primary source of economic growth for Thailand. However, little has been discussed regarding the perspectives of laborers in Thailand’s industrial sector concerning skill development and job satisfaction. This article investigates the association betwe...

This research aimed to investigate and analyze factors influencing migrants' decisions to migrate to Thailand. Research questions involved in this research were as follows: Why do migrants decide to work in Thailand? What are factors influencing migrants' decisions? Do these migrant workers desire to move to Thailand permanently? 400 migrant worker...

This research paper aims to investigate the differences between the attitudes of the local males and females in Khon Kaen toward problems associated with migrant workers. Using a stratified random sampling technique, 460 local Khon Kaen people were randomly selected as a sample. The sampled respondents were asked to rate their attitudes towards the...

This research paper aims to explore and rank the levels of satisfaction with compensations among foreign educators with different ethnicities (European, American/Canadian, Australian/New Zealander, Asian, and African) in Khon Kaen city, Thailand. Based on a random sampling method, eighty foreign educators working at schools, English tutorial school...

This research paper aims to explore and rank the levels of satisfaction with compensations among foreign educators with different ethnicities (European, American/Canadian, Australian/New Zealander, Asian, and African) in Khon Kaen city, Thailand. Based on a random sampling method, eighty foreign educators working at schools, English tutorial school...

The research was designed to investigate the relationship of Materialism to college students spending tendencies and debts by using correlation analysis. Materialism has been defined by Richins and Dawson (1992) as “the importance ascribed to the ownership and acquisition of material goods in achieving major life goals or desired states.” (Richins...

This research paper places an emphasis on the relationship between mathematical skills and the qualifications of international college students in Thailand whose mathematics related courses were taught in English. 428 international college students were used as samples representing the population of approximately 30,000 international college studen...

The research paper was aim to determine the satisfaction levels of the local people on the Second Thai-Lao Friendship Bridge in three main aspects including economic aspect, social and environment aspect and transportation aspect. A questionnaire survey was created to carry out this study. Findings indicated in economic aspect that the bridge plays...