Pongsakorn Limna

Rangsit University | RSU · Faculty of Economics

This study aims to explain the essence of ethical change management affecting teacher satisfaction and school performance. A purposive sampling of six teachers from three schools in Krabi, Thailand, was selected. The data were analysed using content analysis and the NVIVO software program. The results show that the schools face ethical issues, such...

Artificial intelligence (AI) adoption is critical in the age of digital technology. This review article aims to evaluate the literature on AI in the hospitality industry. A narrative synthesis was used in this review article. Moreover, the literature was reviewed systematically to explore AI in the hospitality industry. The literature and informati...

The digital economy is becoming more popular these days. Thus, this article aims to review the growing trend in the digital economy systematically. A narrative synthesis was employed. Moreover, the literature was reviewed systematically to describe the digital economy. The literature and information were obtained from various books and research art...

This qualitative study explored customer satisfaction and customer loyalty towards service quality of Muang Thai Insurance Company, Krabi Branch in Thailand. A purposive sampling of Thai six insurance customers of Muang Thai Insurance Company, Krabi Branch, were selected for a qualitative study. The data were analyzed employing content analysis and...

This study aimed to evaluate the literature on the elements of fintech and its trends. A narrative synthesis was used in this review article. The documentary method and content analysis via systematic review were used to analyze the data. The results indicated that fintech is a critical type of digital technology. It has played a significant role i...

Purpose - This study explains the impact of ChatGPT, an artificial intelligence (AI) language model, on customer service in the hospitality industry by exploring the experiences and perceptions of hospitality employees who have utilized ChatGPT in their customer interactions. Methodology - A qualitative approach was adopted using in-depth interview...

In the dynamic and ever-evolving digital landscape, the emergence of digital wallets, exemplified by the likes of Worldcoin, represents a significant and transformative trend. This study employed a quantitative research approach to investigate the potential determinants of Worldcoin wallet adoption in Thailand. Data from 1,430 participants were col...

ChatGPT (Generative Pretrained Transformer) is currently the most sophisticated chatbot. It can create impressive prose in seconds, unlike other chatbots, and it has generated a lot of hype and doomsday predictions when it comes to student assessment in higher education and a variety of other topics (Rudolph et al., 2023). Nonetheless, despite its...

This comprehensive review delves into the crucial interplay between transformation and digital literacy as drivers of sustainable development in the Greater Mekong Subregion (GMS). As this region grapples with the challenges of economic growth, environmental sustainability, and social equity, understanding the dynamics of transformation-particularl...

Fully online language teaching is still a new approach in the Indonesian context, even though blended learning and technology have been integrated into English as a Foreign Language (EFL) classrooms for some time. The instructional design, YouTube and Webcomics (YouCom) as digital task-based language teaching (DTBLT) practices in synchronous and bl...

The rapid growth of electronic commerce (e-commerce), as well as social commerce (s-commerce), has revolutionized the way consumers shop, presenting new opportunities and challenges for marketers. Understanding the factors that influence online shopping behavior is crucial for developing effective marketing strategies. This qualitative study explor...

The development of conversational artificial intelligence (AI) has brought about new opportunities for improving the learning experience in education. ChatGPT, a large language model trained on a vast corpus of text, has the potential to revolutionize education by enhancing learning through personalized and interactive conversations. This paper exp...

The token economy is a decentralized digital economy enabled by blockchain technology based on the premise of controlling asset ownership with digital tokens (Zhao et al., 2019). The increase in digital asset ownership among Thai residents over the past year (Kemp, 2022) is indicative of the expansion of the token economy. Therefore, the purpose of...

This study aims to explore the impact of NVivo, a qualitative data analysis software, from the perspective of graduate students. The study employed a qualitative method, utilizing in-depth interviews with ten graduate students selected through purposive sampling. The data were analyzed using content analysis and NVivo. NVivo has become a valuable a...

Over the years, people have been using social media not only to connect with friends, content creators, and celebrities but also to explore and learn about new products and services. Social commerce, which involves a fully integrated social shopping experience spanning from product discovery and research to checkout, is rapidly developing. This stu...

The widespread adoption of digital technologies in various economic activities paves the way for the establishment of a unified digital space. ChatGPT, an artificial intelligence language model, can generate increasingly realistic text, with no information on the accuracy and integrity of using these models in scientific writing. This study aims to...

Objective: This systematic review aims to explore the utilisation and impact of NVivo, a qualitative data analysis software, in the fields of Social Sciences and Management Studies. Method: A narrative synthesis was employed. The data was analysed using the documentary method and content analysis via systematic review. NVivo, a qualitative data ana...

Purpose: Tokenization offers several benefits for investment in many countries, including Thailand. It provides increased liquidity by enabling fractional ownership, allowing investors to buy and sell smaller portions of an asset. This opens up investment opportunities to a broader range of individuals who may not have had access to traditional inv...

The rapid advancement of technology has led to the integration of ChatGPT, an artificial intelligence (AI)-powered chatbot, in various sectors, including education. This research aims to explore the perceptions of educators and students on the use of ChatGPT in education during the digital era. This study adopted a qualitative research approach, us...

This study aims to explain the antecedent attributes of customer satisfaction and loyalty in the coffee shop business domain in Krabi, Thailand. The marketing mix approach (4Ps), consisting of the four fundamental elements of product, price, place, and promotion, was utilized in this study. The research strategy employed in this study was qualitati...

Live streaming, such as, for example, Facebook Live streaming, has been steadily growing in popularity in recent years, which makes understanding how it contributes to online purchases especially critical. This qualitative study seeks to do just that. Using the Technology Acceptance Model (TAM), which posits that both perceived usefulness and perce...

In today’s digital age, education management faces both challenges and opportunities. This review article provides a comprehensive overview of the impact of technology on education management, exploring the ways in which it is transforming educational practices, pedagogy, and administration. The study employed a narrative synthesis method and used...

This review article aimed to assess the existing literature regarding the digital transformation of healthcare in the digital economy. The review employed narrative synthesis, and the documentary method and content analysis were used via systematic review to analyze the data. The review of literature suggested that digital technologies have the pot...

Blended Learning (BL) is an instructional method that combines in-person instruction with information and communication technology (ICT) instruction. Any network considers the Internet of Things (IoT)-based technologies to be devices. During the COVID-19 pandemic, an IoT-based BL model may be the optimal New Normal solution for all educational stak...

In the past few decades, educational practices have changed drastically, particularly regarding how information and learning are delivered and processed. Education research frequently employs quantitative methods. Quantitative education research provides numerical data that can prove or disprove a theory, and administrators can easily share the qua...

Vocabulary, a critical aspect of learning a foreign language, is extremely important. Communication is impossible without a diverse vocabulary. A strong vocabulary is also required for learning to read, speak, write, and listen. This study aims to explain students' vocabulary learning difficulties and teachers' strategies. A qualitative approach wa...

Making merit, especially charity and donation, is enormous in Asian countries, particularly in Thailand, where it has long been systematically incorporated into Thai culture. This study aimed to evaluate the literature on merit-making in the digital economy. A narrative synthesis was employed for this study. The documentary method and content analy...

Problem-based learning (PBL) is an essential practice that facilitates the development of complex problem-solving skills in students through the application of their knowledge to real-world scenarios. Individuals are compelled to think creatively, effectively, and efficiently by problems. In the current digital era, programming skills are required....

The development of technology has paved the way for a revolution in education. Technology-enabled learning is becoming an integral part of a larger system of practices and policies to prepare and support a highly skilled workforce in 21st-century learning. E-learning, or digital instruction and training, has utilised gamification for several years....

This study aimed to evaluate the literature on good-deed, goodness bank, volunteer bank, and time bank in the digital age. A narrative synthesis was employed. The data was analyzed using the documentary method and content analysis via systematic review. NVivo, a qualitative data analysis software, was also used for interpretation and analysis. The...

Purpose - Mobile banking is becoming increasingly popular in Thailand. This study investigates the relationship between cyber security knowledge, awareness, and behavioural choice protection among mobile banking users in Thailand. Method - A quantitative approach was employed. The questionnaire was developed based on reliable and valid sources. T...

This study aims to predict the intention to use smart education technology during the COVID-19 pandemic among higher education students in Thailand. The determinants of intention to use smart education technology adopt the technology acceptance model (TAM) through the mediating effect of student satisfaction. The online convenience sampling collect...

As the COVID-19 pandemic expands its influence across the globe, businesses are continuously adopting techniques for developing the business model that incorporates organisational change due to digital economy as its core principles, inducing response to the triggered strong need for reorganising management processes, marketing and communication, a...

This study explains the impact of talent management on employee satisfaction and business performance in the digital economy in Bangkok, Thailand. The interview questions were developed based on academic papers with high reliability and validity and proved by three experts. A qualitative study was contributed through interviews with six respondents...

Objective: Artificial intelligence (AI) plays a critical role in education. This paper aims to review the artificial intelligence adoption in learning and teaching during the digital era. Method: A narrative synthesis and a systematic literature review were conducted in this review article. The literature and information were obtained from various...

Objective: This paper aims to review the total quality management (TQM) for modern organisations in the digital age. Method: In this article, a systematic literature review was conducted. In addition, the literature and data were gathered from various books and scholarly articles retrieved from EBSCO, Google Scholar, Scopus, Web of Science, and S...

Purpose - This study aims to explain the influence of the unified theory of acceptance and use of technology (UTAUT) model on individuals' intentions to use telemedicine among people in Krabi, Thailand, during the COVID-19 pandemic. Method - In this study, the qualitative approach was used as a research strategy. In-depth interviews were conducte...

This study applied the theory of planned behaviour (TPB) model and the unified theory of acceptance and use of technology (UTAUT) model to predict intentions to use telemedicine among Thai people during the COVID-19 pandemic. The TPB model predictors of intentions to use telemedicine included attitude, subjective norm, and perceived behavioural con...

This study examines the relationship between website quality, university image, electronic word-of-mouth (e-WOM) and intention to follow the university's website in Thailand. The online questionnaires of 214 were employed for the quantitative study through convenience sampling. The complete collected data were analysed using the PLS-SEM program for...

This qualitative study adopted the theory of planned behaviour (TPB) model to explain intentions to buy organic food among Thai people. The TPB model factors of organic food buying intention included attitude, subjective norm, and perceived behavioural control. This research gathered data using interviews among six respondents using valid sources t...

This study identifies the determinant factors of hotels' customer loyalty during the COVID-19 pandemic in Thailand. The determinants comprise prices, facilities, services and mediating effect of customer satisfaction. The self-administered online survey was distributed through convenience sampling from 220 hotel customers in Thailand. The data were...

This study aims to explain the influence of the marketing mix (4Cs) on the decision to be an online master's degree student in Thai people. A purposive sampling of Thai six online master's degree students from three universities was selected for a qualitative study. The data were analysed employing content analysis and the NVIVO software program. T...

This study examines the mediating effect of customer satisfaction between gamification and customers' repurchase intention on e-commerce in Thailand. The online self-administered questionnaires were distrusted through convenience sampling from 392 completed data collections. The results reveal that customer satisfaction is the significant mediator...

This study identifies the essentials of the health belief model affecting behavioural changes among healthcare staff of the Department of Public Health and Environment, Khlong Phon Subdistrict Municipality, Khlong Thom, Krabi, Thailand. The qualitative approach was employed in in-depth interviews with six respondents. The data was analysed using co...

Telemedicine or telehealth technology is the practice of providing health care and exchanging health-related data across geographical boundaries. It is not a new or unique field of medicine. Telemedicine episodes can be classified by the following characteristics: (1) the nature of the interactions between patients and experts (live or prerecorded)...

Innovation is the process of creating and marketing something new. Thus, an important and beneficial way to create the innovations is the management innovation and technological innovation to create a working innovation climate. In general, organisational performance is the outcome of management innovation, technological innovation and innovation c...

This study examines the mediating effect of job satisfaction between the relationship of ethical change management and organisational performance in Thailand. The online survey was distributed through convenience sampling for seven-sector employees. The data were analysed using SPSS Version 27 and ADANCO 2.3 for hypothesis testing. The results reve...

This study explains the determinant factors during the COVID-19 pandemic at Ao Nang, Krabi in Thailand. A purposive sampling of eight hostel customers in Ao Nang, Krabi in Thailand, was selected for a qualitative study. The data were analysed employing content analysis and the NVIVO software program. The results reveal that the determinant factors...

This study explores the relationship between content marketing, electronic promotion (E-Promotion), electronic word of mouth (E-WOM), and intentions to book hotel rooms in Thailand. The online questionnaires of 212 were employed for the quantitative research through convenience sampling. The complete collected data were analysed using the PLS-SEM p...

This study examines the relationship between knowledge management, organisational innovation and business performance among information technology (IT) staff in Bangkok, Thailand. The online convenience sampling method was employed to collect data from 200 employees (IT staff) of companies in Bangkok, Thailand. The results show a significant positi...

This study examines the relationship between the theory of planned behaviour model (TPB: attitude, subjective norm, and perceived behaviour control) and its effect on students' choosing the online degree during the COVID-19 pandemic through the mediating role of perceived effectiveness. The online questionnaires of 215 online degree students were u...

This study identifies the influence of performance expectancy, effort expectancy, social influence, facilitating conditions, and trust on intention to use healthcare chatbots and apps among users in Bangkok, Thailand. The online convenience sampling method collected data from 387 healthcare chatbots and apps users in Bangkok, Thailand. The results...

This study examines the influence of the 4Cs educational relationship management (communication, cost, convenience, customer or student centre) on the decision to be an online degree student. The research was analysed using a quantitative method from 211 online degree students through a convenience sampling (online questionnaire survey) from univer...

This study investigates the relationship between factors of UTAUT, users' satisfaction and English learning intention via Netflix (English Subtitle) among Thai people. The online questionnaires of 389 Netflix (English Subtitle) users were employed for the quantitative study through convenience sampling. The collected data were analysed using the SP...

This study examines the mediating role of electronic word of mouth (E-WOM) on the relationship between digital marketing activities and intention to buy among Shopee's customers in Thailand. Digital marketing activities comprise content marketing and electronic promotion (E-Promotion). The online questionnaires of four hundred and twenty-five (425)...

This study identifies the relationship between COVID-19 perceptions, COVID-19 worries and behavioural changes among the students of Ammartpanichnukul School in Krabi, Thailand. The online survey questionnaires of 392 secondary school students were employed for the quantitative study through stratified random sampling. The collected data were analys...

This study examined the factors influencing Thais' intention to wear face masks. The predictors of intention to wear face masks included attitude, face mask cost, the pandemic risk perceptions, perceived benefits and face mask availability. This study gathered data using online questionnaires among 391 respondents recruited through convenience samp...

This article reviewed the mediating role of student satisfaction between educational relationship management (4Cs) and the decision to be online degree program students. This study establishes the efforts to improve educational relationship management (4Cs) to students' needs and expectations, influencing student satisfaction and evolving it into a...

This study identifies factors affecting Thai people's intention to get COVID-19 vaccination. The intention to get COVID-19 vaccination was explained by factors; fear and infectability of COVID-19, perceived behavioural control, and subjective norm. The mediator was the attitude. The research model was analyzed from a stratified random sampling of t...

This study investigates the relationship between the twenty-first-century learning model (4Cs) and student performance-effectiveness through the mediating effect of student satisfaction. A stratified random sampling of 512 students in Thailand was used for the quantitative approach. The collected data were analysed using the PLS-SEM program and SPS...

This study examines the relationship between the leadership, innovation climate, organisational support and employee innovation among NGOs and CSOs employees in Mae Sot, Thai-Myanmar border. A convenience sampling from 179 NGOs and CSOs employees was used for the quantitative approach. The collected data were analysed using the PLS-SEM program and...

This study investigates a business analytics model of talent management to predict the performance of construction companies in Bangkok, Thailand. The online convenience sampling method collected data from 394 managers and employees of construction companies in Bangkok, Thailand, to confirm the business model analytics. The data were analysed using...

The study uses the TPB model to identify the factors that influence Thai people's intention to follow the preventive COVID-19 protocols. The research model had employed convenience sampling from 506 respondents in Thailand. The data were analysed using SPSS-Trial Version and the structural equation model (SEM). It reveals that attitude, subjective...

From the first day of emigrating to the first day of living in freedom in the United States, every circumstance has not only caused African-American immigrants all over the places, but also caused changes in their families which further affected their family relationships. Langston Hughes was one of African-Americans who grew up with family changes...

This study reviewed the mediating role of student satisfaction between twenty-first-century learning style (4Cs) and student performance-effectiveness. This study established a link between measurements of their efforts to improve twenty-first-century learning styles (4Cs) to respond to students' needs and expectations (student center approach), in...

This study aims to explain the role of big data analytics and artificial intelligence (AI) adoption in coffee shops in Krabi its effect towards brand authenticity, brand sentiment, and customer services. The data was collected through in-depth interviews from six purposive samples of coffee shop owners in Krabi. The study findings shows that the co...