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- Publication7 ทศวรรษ อัตลักษณ์ตราสินค้ารายการข่าวโทรทัศน์ สู่ฉากทัศน์ในทศวรรษหน้า (พ.ศ. 2564 – 2573) = 7 decades of television news brand identity to the scenario in the next decade (2021 – 2030)(University of the Thai Chamber of Commerce (UTCC), 2023)
; ; ; ; งานวิจัยเรื่องนี้มีวัตถุประสงค์เพื่อศึกษาฉากทัศน์ของอัตลักษณ์ตราสินค้ารายการข่าวโทรทัศน์ของประเทศไทยตั้งแต่ พ.ศ. 2564 - 2573 โดยเป็นการวิจัยเชิงอนาคต (futures research) ใช้เทคนิคการวิจัยอนาคต EDFR (Ethnographic Delphi Futures Research) จากกลุ่มผู้เชี่ยวชาญจำนวน 21 คน ได้แก่ผู้บริหารองค์กรสื่อโทรทัศน์ จำนวน 10 คน ผู้บริหารองค์กรสื่อออนไลน์ จำนวน 3 คน ผู้บริหารองค์กรวิชาชีพสื่อ จำนวน 2 คน และนักวิชาการด้านนิเทศศาสตร์ จำนวน 6 คน ผลการศึกษาพบว่า ฉากทัศน์ของอัตลักษณ์ตราสินค้ารายการข่าวโทรทัศน์ของประเทศไทย ตั้งแต่ พ.ศ. 2564 - 2573 มี 6 ด้าน ได้แก่ 1. ด้านวิสัยทัศน์ผู้สร้างสรรค์รายการข่าวโทรทัศน์ควรมุ่งนำเสนอข่าวเพื่อตอบสนองกลุ่มคนรุ่นใหม่ และมีเนื้อหาพิเศษที่ผู้ชมต้องเสียค่าใช้จ่ายในการชม 2. ด้านวัฒนธรรม 2.1 องค์กรข่าว ควรให้ความสำคัญกับการตรวจสอบข้อเท็จจริง กองบรรณาธิการทำงานอย่างคล่องตัว ต้องบูรณาการทุกสื่อรวมกัน โดยผลิตข่าวให้สอดคล้องกับช่องทางการนำเสนอในแต่ละช่องทาง มีผู้เชี่ยวชาญเฉพาะด้าน ให้ความสำคัญกับศิลปะในการผลิตข่าวโทรทัศน์มีการสร้างแฟนคลับรายการข่าว 2.2 คนข่าว คนข่าวควรมีทักษะในการสืบค้นข้อมูล มีความสนใจเรื่องเทคโนโลยีมีทักษะการทำงานในหลายแพลตฟอร์ม มีทักษะในการเล่าเรื่องข้ามสื่อ นำเสนอข่าวด้วยทักษะความเข้าใจเทคโนโลยีดิจิทัล 3. ด้านตำแหน่งทางการตลาด มองกลุ่มเป้าหมายเป็นกลุ่มเฉพาะ สร้างปฏิสัมพันธ์กับผู้ชม 4. ด้านบุคลิกภาพ กำหนดบุคลิกภาพรายการที่สอดคล้องกับบุคลิกของผู้ชม เช่น บุคลิกภาพแบบไม่เป็นทางการ เป็นกันเอง เป็นคนรุ่นใหม่ มีสาระบันเทิง มีนวัตกรรม อธิบายให้เข้าใจง่าย เล่าสนุก เป็นต้น 5. ด้านความสัมพันธ์ ผู้สร้างสรรค์รายการข่าวโทรทัศน์ควรนำเสนอเนื้อหาเชื่อมกับทุกแพลตฟอร์ม มีปฏิสัมพันธ์กับผู้ชม สร้างการมีส่วนร่วมแบบทันทีทันใด สร้างรูปแบบให้ติดตามข่าวแบบเพลย์ลิสต์ นำข้อมูลของผู้บริโภคในโลกออนไลน์มาใช้ในการสร้างสรรค์รายการข่าว สร้างตราสินค้าคนข่าว สร้างช่องทางให้ประชาชนรายงานข่าวผ่านสื่อสังคมออนไลน์ 6. ด้านวิธีการนำเสนอ กำหนดเนื้อหาตอบโจทย์กลุ่มเป้าหมาย มีเนื้อหาที่เชื่อมประสบการณ์ผู้ชม มีแขกรับเชิญที่น่าสนใจ การนำเสนอ ใช้รูปแบบการเล่า ใช้เทคโนโลยีในการนำเสนอให้ความสำคัญกับกระบวนการผลิตที่มีศิลปะ อธิบาย วิเคราะห์ให้เข้าใจง่าย คำนึงถึงรสนิยมคนดูและมีวิธีการนำเสนอที่ให้ผู้ชมมีส่วนร่วมกับการรายงาน49 311 - PublicationA Model of factors affecting the efficiency of decision making to select successor in family business of Thailand(University of the Thai Chamber of Commerce, 2022)
; ; ; ; 74 312 - PublicationAntecedent factors and effects of employee engagement on job performance; organizational and personal perspectives of textile industry in Thailand(University of the Thai Chamber of Commerce (UTCC), 2022)
; ; ; Employee engagement in corporate social responsibility and job performance is a widely researched topic in the field of organizational behavior. This research aims to investigate the relationship between employee engagement and job performance in the textile industry to gain more comprehension of how to enhance the job performance of an employee through employee engagement in CSR and employee engagement in operations. The main objective of this study is to explore how employee engagement influences task performance and contextual performance from individual and organizational perspectives in textile industry sectors. Moreover, this research studied the mediation relationship between employee engagement and job performance. This current research was conducted in Thailand with a sample of 812 respondents. These findings suggest the importance of enhancing job performance with employee engagement from both individual and organizational perspectives. The findings contribute to the existing research by providing organizational citizenship behavior from individual and organizational perspectives as the key mediators in enhancing job performance. The results indicate that contextual performance will behigher when employees engage more in CSR and have more organizational citizenship behaviors toward individual as a mediation relationship. The findings demonstrate that task and contextual performance will be higher when employees engage more in operations and have more organizational citizenship toward the organization as a mediation relationship. In addition, this research enhances knowledge of existing research that proposes a mediating effect of employee engagement and job performance in the textile industry77 3969 - PublicationBehavioral reasoning perspectives on organic product purchase in Bangkok, Thailand(University of the Thai Chamber of Commerce, 2022)
; ; ; ; Consumer buying behaviors have changed toward interest in organic products on healthy trends and concerns over unprecedented diseases. However, whether consumers choose to consume organic products or not, they need to generate "reasons (for and against) to determine their behaviors, which are also stimulated by entrepreneurs' strategies. However, the researcher has not found research on the elements that reason (for and against) influence consumers' purchase intention and the market strategies entrepreneurs use. As a result, this research aims to investigate why customers purchase organic products and how entrepreneurs to market to them to satisfy customer needs. This research focused on a group of organic product purchasers in Bangkok, Thailand. With a focus on two product groups, group 1, horticultural crops, which include fresh vegetables and fruits, and group 2, field crops, such as rice and grains, the researcher uses an article review and previous analysis to create a questionnaire to determine entrepreneurs' marketing strategies and consumers' reasons (for and against) for consuming organic products. In conclusion, the study's results found that the essential variables included were attitudes, marketing strategies, and reasons for encouraging customers to support their role in purchasing organic product items. Additionally, attitude mediates the relationship between marketing strategies and purchase intentions, as well as the relationship between reasons (for and against) and purchase intentions. This explains how important it is to consider how individual and environmental factors impact consumer decisions to purchase organic products. The most effective, efficient, and reasonable approach to producing and distributing organic products can be planned using research studies. The growth of organic farming will result from the rise in consumer demand.105 312 - PublicationConfronting the crisis : the evaluation of business risks and performance of companies in Thailand during 1997-2021(University of the Thai Chamber of Commerce, 2022)
; ; 83 2074 - PublicationCOVID-19 crisis management and reslience : wellness SMEsThe research aims to explain how COVID-19 has affected wellness business SMEs in Bangkok. It also uses political and management theories namely, developmental state theory, social capital theory, diffusion of innovation theory, resource-based theory, and image theory. The research is qualitative research by nature as it uses snowball sampling and non-random sampling methods to gather the information through semi-structure in-depth interviews and focus groups. The main finding of this research is that, though the Thai government has set “Medical and Wellness Tourism” as the country’s development strategy to make Thailand a hub for medical and wellness tourism since 2002, the country has failed to manage COVID-19 crisis, and to provide appropriate risk management and suitable compensation to wellness business SMEs, both entrepreneurs and employees. As well, the government has high hope for the future of the wellness business as it believes that the sector, combined with medical and leisure tourism, will still be the engine of economic growth for Thailand while the business sector has not yet seen the bright future for wellness business in the post pandemic world. The conclusion of the research is that the state ineffectively implements risk management measures makes the wellness SMEs in Bangkok suffer the effects of the COVID-19 pandemic. The research suggests that crisis communication and crisis management plan of the country shall be improved in order to better relieve like situations if ever occurs again. As well, the limitation of this research, apart from the pandemic itself, is that it is mainly conducted in Bangkok, especially in the city center. Therefore, the research suggests that other researchers who are interested in this topic conduct research in more thorough areas of the city and even nationwide to fill the knowledge gap.
145 547 - PublicationDevelopment of marketing communication strategy for branding in the dental tourism industry in ThailandThailand’s strategy is to integrate tourism and health industries in order to add value to general tourism. While other countries such as India, Singapore, and Malaysia also have the same policy to position themselves as a medical hub in Asia, Thailand has no branding and unique marketing communication to distinguish itself from competitors. This study was carried out to develop a branding of Thailand’s dental tourism to differentiate its dental services from other countries. This thesis has three objectives including all aspects of the communication model which are the sender, message, channel, receiver, and effect. A mixed-method approach was used to understand (1) dental tourism businesses’ branding situation, and (2) the marketing communication situation. Then, (3) a marketing communication strategy known as “CRAFTS” for Thailand’s dental tourism branding was proposed to seven experts. The findings can be useful to facilitate the effectiveness of the “CRAFTS” branding and marketing communication strategy formulation for Thailand’s dental tourism. The branding can be used to help improve the quality of tourism services to meet the needs and increase the satisfaction of foreign tourists and distinguish Thailand from its competitors. Declaration of Conflicting Interests and Funding I declare no potential conflicts of interest with respect to the research, authorship, and/or publication of this thesis. I gratefully acknowledge the funding received towards my doctoral degree from Royal Golden Jubilee Ph.D. (RGJPHD) Thailand.
131 1187 - PublicationEquity Premium Puzzle and The Long-Run Risk Model : An Evidence from Stock Exchange of Thailand(University of the Thai Chamber of Commerce, 2020)
; This dissertation consist of two main parts. The first part empirically studies the standard consumption-based asset pricing model of Lucas (1978), Breeden (1979) and the consumption-based asset pricing model with recursive utility of Weil (1989) using quarterly data from Thailand from 2000 to 2016. The equity premium is calculated using FEDR returns, which includes dividend and right benefits and considers the effect of stock split. The key advantage of FEDR returns over the SET total returns is that the former returns are available since April 1975 while the latter is available only after January 2002. The result confirms that the models, which are the stan-dard consumption-based asset pricing model of Lucas (1978), Breeden (1979) and the consumption-based asset pricing model with the recursive utility of Weil (1989), assuming consumption growth are iid and Markov processes, cannot explain observed expected equity premium and observed expected risk-free return in Thailand data. Thailand's quarterly financial data from 2000 to 2016 exhibit the equity premium and risk-free rate puzzles. The second part shows that the long-run risk model (Bansal and Yaron, 2004) can solve the equity premium puzzle and risk-free rate puzzle in Thailand based on the data between 2000-2016. The calibration result gives a plau-sible value of risk-aversion which is less than 3 and a plausible value of elasticity of intertemporal substitution which is in a range between 1 and 2. In addition, the generalized method of moments (GMM) estimation results confirm that consump-tion growth and dividend growth are long-run processes, driven by a persistent latent variable and time-varying economic uncertainty. These together suggest that news about consumption growth and volatility have significant impact on asset prices. In addition, robustness checks for all models are performed using a diagnostic test, called Hansen-Jagannathan bound.67 254 - PublicationEssays on Labor Issues : Performance and EfficiencyThis thesis consists of two essays which focus on labor issues. They are (1) job performance and (2) labor efficiency. In an attempt to understand which factors determine working people’s job performance, the first essay aims to examine the importance of locus of control to job performance. We draw Australian panel data and utilize the fixed effects model to estimate the causal effect of locus of control on working people’s job performance. Our findings reveal that locus of control positively affects the adaptive performance dimension of job performance. This implies that employees with more internal locus of control tend to be more adaptive to conditions and happenings in the workplace, leading to better performance on their job. The positive effect of locus of control on adaptability still holds when we address the endogeneity of locus of control by applying Lewbel’s identification method (Lewbel, 2012) and control for attrition bias driven by panel survey. Our finding also suggests that gender and job complexity matter in how locus of control influences job performance. Particularly, locus of control drives adaptive performance, especially among males with high complexity jobs. The second essay investigates the labor-use efficiency in the context of ASEAN countries using the balanced panel data of the six largest ASEAN economies (Singapore, Malaysia, Thailand, Vietnam, Indonesia, and the Philippines) from 1990-2018. We use a flexible translog functional form to specify the labor demand, which is defined as a function of output (real GDP), average wage, capital stock, country-specific variables, and time effects. We generalize the model by incorporating a variance function, which accommodates marginal effects. The parameters of the demand and variance functions are estimated through a multi-step procedure using generalized least squares and a nonlinear method, respectively. The empirical results show that the average labor-use efficiency among ASEAN countries is about 96.3%, implying that the six ASEAN countries are very efficient in labor use relative to the country with the best labor-use practice in our sample which is Singapore. The two-sample t-test results show that the labor-use efficiency is significantly different between countries.
52 364 - PublicationEssays on Minimum Wages and Labor Income Distribution in Thai Labor Market(University of the Thai Chamber of Commerce, 2020)
; ; ; This dissertation provides two analyses aiming to examine the recent changes in the Thai labor market. The first analysis investigates the distributional change of the real hourly labor income in the Thai labor market from 1985 to 2017. The results show that overall labor income increased over the past three decades. The gender earnings gap was substantially reduced; however, the disparity between regions still exists. The results also indicate an increase in labor income of workers with primary school and higher education during the past three decades. This study found that an increase in labor income of primary school workers is associated with an increase in minimum wage while an increase in labor income of higher education workers is associated with an increase in labor demand. A future study should investigate the causal relationship between changes in labor income and its determinants for different workers to draw a more comprehensive conclusion. The second analysis evaluates the effects of minimum wages on various types of changes in labor market outcomes, including employment, dis-employment, labor force participation, weekly working hours, real hourly wages, real hourly total labor income, and various other types of income. The key contribution of this study is to use the individual-level panel data, i.e., the Matched-Outgoing Rotation Group (Matched-ORG) generated from the Thai Labor Force Survey. The results indicate that minimum wages harm employment, but the effects are relatively small, where the elasticities are in the range of - 0.0029 to -0.0474. However, the results show substantial and significant dis-employment effects for foreign workers, where the coefficients are in the range of 3.454 to 3.636. To reconcile two seemingly contradictory results, the study also estimates the effect of minimum wages on labor force participation and finds that an increase in labor force participation of Thai workers helps mitigate the disemployment for overall workers. The results also suggest that firms adjust working hours and reduce various types of other income to mitigate minimum wage shock. The study concludes that the competitive equilibrium theory can reasonably explain the effects of minimum wages on employment as well as the overall changes in the Thai labor market from 2002 to 2013.93 420 - PublicationEssays on Relationship between Physical Health and Mental Health : Panel Data Analysis(University of the Thai Chamber of Commerce, 2020)
; There is a substantial gap in the literature about the effect of mental health on physical health. In two empirical chapters, this dissertation aims to understand how mental health influent physical health using a dynamic panel model and explore alternative explanations for this relationship using mediation analysis. In the first empirical chapter I investigate the relationship between physical health and mental health while accounting for the dynamics of physical health. I find that better past mental health positively influences present physical health. Better past physical health is also shown to have a positive impact on present physical health. Estimation by subgroups shows heterogeneous effects across age groups but no differences between males and females. In the second empirical chapter I propose and test a mediation framework for the analysis of the causal pathways through which mental health and overall life satisfaction on physical health. I find the significant mediator is an only physical activity and show that the indirect effect of past overall life satisfaction and mental health on physical health are strongly mediated by physical activity.My results suggest that both past mental health and past physical health can be powerful tools in promoting better present physical health. Mediation analysis shows that well-being provides influence both directly to physical health and indirectly via physical activity to better physical health.106 300 - PublicationFactor influencing the adoption of CICOT halal certification with Thai halal entrepreneurs institutional theory(University of the Thai Chamber of Commerce (UTCC), 2023)
; ; ; ; This research applies institutional theory to understand why food processors and other firms in Thailand seek Central Islamic Council of Thailand (CICOT) halal certification. CICOT halal certification ensures that food carrying the label was produced under the principles of halal, making it safe to consume under traditional Muslim dietary guidelines. CICOT halal certification is voluntary for food producers, but could be advantageous for firms supplying Muslim customer bases. The study relies on new institutional theory, which argues in brief that organizations that perform similar functions take similar forms due to isomorphic pressures that shape their objectives, processes, functions and so on; however, they differ because they have available to them different strategic responses to these isomorphic pressures, which are envisioned as regulatory, normative, and cognitive forces. The conceptual framework developed for the study incorporates these isomorphic pressures, forces, and resulting strategic decisions into a conceptual framework that proposed a total of five hypotheses. These hypotheses investigated the relationship of mimetic isomorphism, cognitive isomorphism, and normative isomorphism on the level of CICOT halal certification, along with mean differences in the level of CICOT halal certification between firms operating in different product categories and of different sizes. The research surveyed firms that had begun the certification process (n = 350). The survey addressed a total of 15 possible factors that could influence the level of halal certification pursued by firms. This survey was distributed using a self-administered online questionnaire. Responding firms were selected using two rounds of sampling, with the first round of participants (n = 219) drawn using simple random sampling from a CICOT-maintained list of current certification holders and the second round of participants (n = 131) selected from the same list using convenience sampling. Confirmatory factor analysis was used to investigate the factor structure, including internal consistency and convergent validity, of the factors, which were assigned to clusters of mimetic, coercive, and normative isomorphic forces. The results indicated adequate internal consistency and convergent validity. Multiple regression analysis was used to evaluate the effects of isomorphic forces. The results showed that mimetic isomorphism and coercive isomorphism had significant and positive effects on level of CICOT halal certification., with much higher effects of mimetic isomorphism than coercive isomorphism. While the effect of normative isomorphism was significant, it was also negative, contrary to expectations. One-way ANOVA was used to investigate group differences in mean levels of CICOT halal certification. The results indicated that the Consumer Products category had lower levels of CICOT halal certification than other categories, which was significant in seven of the nine other categories. However, there were no significant mean differences in levels of CICOT halal certification between firms of different sizes. The study concluded that it is mimetic isomorphism, which encompasses the pressure to compete and adoption of competitor strategies, that is the main influence on the level of CICOT halal certification. The main implications of the study were discussed85 4239 - PublicationGeneration Z's expressions of dissatisfaction in the Thailand context(University of the Thai Chamber of Commerce, 2022)
; ; ; 75 348 - PublicationImpacts of Early Childhood Investment on Child Development : An Evidence from Rural Thailand(University of the Thai Chamber of Commerce, 2020)
; This study estimates a production function of human capital at the early stage using various classes of inputs, including prior child's skills, parental material and time investments, household wealth, and an early childhood education intervention using data from the RIECE Thailand project. The first part of this study focuses only on the short-term impact of an early childhood education intervention. The results, based on an instrumental variable approach, show that an early childhood education intervention in rural Thailand has a significant short-term impact on child development, including gross motor, fine motor, expressive language, and personal and social skills. A reduced-form estimation using the randomization of additional teachers as a key explanatory variable, gives similar but smaller estimates relative to the one that uses the randomization as an instrument. The results are robust to various estimation methods, child development measures, and sample selections. In addition, we found that the impact of the new curriculum is quite homogeneous across sub-groups except in some dimensions, notably parental absence, main caregiver's working memory, mother's age, and teacher's job status. The second part extends the first one by estimating a production function of child development with more classes of inputs, including prior child's skills, parental material and time investments, and household wealth at the baseline. The results indicate that the new curriculum still has a significant impact on child development in all five domains while an increase of material and time investment boosts child development on expressive language domain only. The stock of child's skill at the baseline and household wealth have no significant impact on later developmental outcomes of the child. The results are robust to various estimation methods, child development measures, and sample selections.87 392 - PublicationThe Stock market and firm investment in VietnamThis thesis consists of two essays on the correlation between the stock market and firm investment from two perspectives: information channel and equity financing channel. The first essay investigates the relationship between the stock market and firm investment from the price informativeness perspective. Using the unbalanced panel dataset of Vietnamese listed firms from 2007 to 2017, the results show that the stock market valuation is positively related to firm investment. Secondly, investment of firms with higher level of price informativeness is likely less sensitive to their stock prices than that of firms with lower level of price informativeness. In addition, the development of financial markets plays an important role in determining corporate investment level and investment-to-stock price sensitivity. The regression results also suggest that the role of price informativeness in investment-to-stock price is not much different among the groups of firms (firms with high-quality auditors vs. low-quality auditors as well as small firms vs. large firms). The second essay examines how the level of equity dependence affects the sensitivity of corporate investment to stock price. Using the panel dataset of Vietnamese listed firms over the 2007 - 2017 period, the results indicate that the level of equity dependence increases the sensitivity of corporate investment to stock price. In addition, the investment of equity-dependent (higher level of Kaplan and Zingales index) firms is more sensitive to stock price than of less-equity-dependent (lower level of Kaplan and Zingales index) firms. Moreover, the sensitivity of corporate investment to stock price are even stronger for firms with small size, low dividend payout, new equity issuance, and high growth opportunity.
95 568 - PublicationThe Economics of parenting style and child development : evidence from rural Thailand(University of the Thai Chamber of Commerce (UTCC), 2023)
; ; ; ; This dissertation investigates the determinants of parenting style and the bidirectional relationship between parenting style and child outcomes in the context of rural Thailand in two parts. The first part examines the socioeconomic determinants of parenting style in the context of a developing country using early childhood panel data from rural Thailand. Our key findings are that more patient caregivers tend to be more authoritative than authoritarian, caregivers are more likely to be authoritative than authoritarian when they observe better behavior from their children, and caregivers exhibit more authoritarian than authoritative parenting if they perceive the community to be more dangerous. We also find that families with fewer resources, proxied by wealth, marital status, and parental absence, are more likely to be authoritarian. The second part focuses on the role of parenting style in child development. Our findings reveal that more authoritative relative to authoritarian parenting is positively associated with self-regulation and behavioral skills in children. These findings persisted when the relationship was estimated by considering community risk as an IV for parenting style. Relating cognitive skills, authoritative relative to authoritarian parenting is found to be positively associated with working memory. We also find that wealth and the caregiver's education were positively associated with the child's working memory. Moreover, while wealth promoted the positive impact of authoritative versus authoritarian parenting on child behavioral skills and working memory, the caregiver's education was insignificant for the former and achieved the opposite for the latter skill118 6863 - PublicationThe effect of store image and brand perception on customer satisfaction : the case of the hypermarket in Thailand /(University of the Thai Chamber of Commerce (UTCC), 2014)
; ; 27 - PublicationThe effect of store image and brand perception on customer satisfaction : the case of the hypermarket in Thailand /(University of the Thai Chamber of Commerce (UTCC), 2014)
; ; ; 65 - PublicationThe Effects of utilitarian value, hedonic value, and social value on user’s trust and engagement in audio-based social platforms(University of the Thai Chamber of Commerce, 2022)
; ; ; ; The new normal or a new way of life, as a result of the COVID-19 outbreak, gave rise to a new form of social media: audio-based social platforms (ABSPs), known as Clubhouse, Twitter space, and Facebook live audio room. These platforms, on which audio-based communication is featured, became popular in a short span of time. The objectives of this research are to understand audio-based social platform users’ behavior in Thailand. In addition, this research utilizes the quantitative research approach to investigate the effects of utilitarian value, hedonic value, and social value on user’s trust, which in turn influencing user engagement in audio-based social platforms. The study, in which Functional attitude theory (FAT), Uses and gratifications theory (UGT), Social influence Theory (SIT), Commitment-trust theory are referred to, is conducted on Utilitarian value (UV), Hedonic value (HV), Social value (SV) and trust – that affect user engagement (E). Also, this research aims to study the perception of values and provide insights into the theories relevant to the perceived values that affect user engagement, and that will benefit social platform developers and users of audio-based social platforms in Thailand. The data was collected through questionnaires from a sample of 388 participants who were male, female and LGBTQI+ with aged 25-34 (95% confidence interval) from various occupations, have used audio-based social platforms. This research study employed the Structural equation modeling (SEM) to analyze the relationships between the variables and test the hypotheses. The findings of this research indicated that the perceived Hedonic value and Social value positively affected ABSP’s user engagement, while the Utilitarian value positively influenced User's Trust in Speakers and the Hedonic value positively affected User’s Trust in Platforms. Moreover, User's Trust in Speakers had a positive effects on User Engagement and User's Trust in Platforms. The results from hypothesis testing showed that User's Trust in Speakers was an intervening variable of the correlation between Utilitarian value and User engagement.62 245 - PublicationThe impact of transformation leadership, technological competence, and digital resiliency on Thailand SMEs firm performance during the pandemic outbreak of COVID-19(University of the Thai Chamber of Commerce, 2022)
; ; ; ; Small and Medium Enterprises (SMEs) play a vital role in Thailand’s economy. In 2019, the SMEs generated more than 14 million jobs and significantly contributed 42% of the country’s GDP. The Securities and Exchange Commission forecasted that the Thai SMEs would account for 6 0 % of the GDP growth in 2021. However, the unexpected global pandemic has gravely wounded the world economy and caused a sudden business shutdown, particularly the SMEs that failed to innovate or digitize their businesses. According to Cisco’s 2020 Asia Pacific SMB Digital Maturity Study, over 80% of SMEs owners believe that digitalizing their companies will help them become more resilient and adaptable to market change or future crises. Considering this fact and figure, the purpose of this study is to contribute knowledge for an overall understanding of the antecedents and effect of Thailand SMEs business firm performance, and to investigate the impact of transformation leadership, technological competence, and digital resiliency which include top three technologies (Collaboration, CyberSecurity, and Cloud-managed technology) on SMEs firm performance. In particular, this study aims to identify how SMEs in Thailand can overcome critical challenges and accelerate success by using digital technology to enhance their business resilience and increase even a higher degree of business performance and success. A quantitative research method applied, Structure Equation Modelling (SEM), the statistics of data analysis were descriptive statistic, reliability and validity using CFA were adopted in this study. Total 588 respondents came from manager positioning and above. The practical implication for SMEs management, transformation leadership, technological competence combined with core digital technology that is extremely necessary and a priority to bring in to digitize the business, especially while we are in a crisis & pandemic globe condition to improve Thailand SMEs business firm performance.74 209