The e-commerce landscape is evolving rapidly, and businesses seek novel ways to enhance their competitive edge. In this context, understanding consumers' purchase intentions becomes crucial. Drawing from the Stimulus-Organism-Response (SOR) theory, we propose a conceptual framework investigating the factors influencing purchase intention in e-commerce live-streaming marketing. The research adopts Structural Equation Modeling (SEM), Confirmatory Factor Analysis (CFA), and hypothesis testing to evaluate the relationships. The findings revealed that the attributes of live streaming, including the live streamer, the product, and the field, as well as trust and impulsiveness, positively influence purchase intention. This study provides a novel perspective on live streaming e-commerce with evidence on how e-commerce live streaming drives purchase intentions, enriches the content of live streaming e-commerce literature, and explores the practical implications for marketing managers who are looking for marketing by live streaming.

This study empirically investigated the marketing perspectives of behavioral intention and the actual use of digital payment solutions as electronic innovation for retail purchases in Thailand. This is important as leveraging digital innovation can be applied to minimize physical contact between retailers and customers, especially in the COVID-19 era. The UTAUT model was used and extended to include attitude, social distancing, and perceived risk variables. The study was conducted using primary data collected from 467 Thai respondents who used digital payment systems as a means of payment in retail purchases. The study data were collected employing a structured questionnaire. Techniques used in data analysis include Confirmatory Factor Analysis and Structural Equation Modeling. The results from the data analysis highlighted that behavioral intention to use digital payment innovation in Thailand was influenced by Perceived Risk (PR), Facilitating Condition (FC), Performance Expectancy (PE), and Attitudes (AT) of people. The study also revealed that exploring the marketing perspectives, Behavioral Intention (BI) significantly influenced the Actual Use (AU) of digital payment systems. The implication is that stakeholders in retail and financial sectors, such as banks and other digital payment providers, should consider aspects of people’s attitudes and perceived risk as they influence the use and adoption of innovative digital payment solutions. Thus, it is, appropriate to propose policies and regulations that promote the effective use of digital payment systems in the Thai retail sector. Acknowledgment This work is supported by King Mongkut’s Institute of Technology Ladkrabang.

This study explores the effects of autonomous cars and how they may affect the design of transportation systems. The research investigated the determinants of consumer adoption of autonomous vehicles in Thailand. The research was driven by increasing environmental protection awareness and the need to conserve it through revolutionary technology. The study adopted the extended UTAUT model, where a quantitative method was adopted using primary data from 381 respondents. The results indicated that consumer adoption of autonomous vehicles in Thailand is influenced by performance expectancy, effort expectancy, facilitating conditions, environmental benefits, and purchase subsidy. The recommendations developed were that, to enhance the consumers’ intention to adopt autonomous vehicles, the concerned stakeholders should improve on aspects, such as the ability to improve job performance, increase productivity, ease of use, flexibility, clarity, and understanding, as well as improve social status. The government should also consider subsidizing autonomous vehicles as this would encourage consumption. A limitation of the study is the generalization of the findings as it is limited to Thailand.

This analysis aimed to investigate the factors influencing the behavioural intention to use Massive Open Online Courses (MOOCs) in Thailand and Pakistan. The study was geared towards exploring the MOOCs, a relatively new technology platform allowing the spread of education and learning in various areas and fields and surpassing traditional online courses. The study adopted the UTAUT model with additional two variables of perceived autonomy and absorptive capacity. A quantitative method was applied using primary data collected from a sample of 490 and 513 respondents from Thailand and Pakistan, respectively. The sample size was composed of students in institutions of higher learning who were aware of MOOCs or intended to use them in their studies. The analysis was conducted using the Confirmatory Factor Analysis (CFA) and multi-group structural equation modelling (SEM). The study found that four variables (social influence, absorptive capacity, facilitating conditions and perceived autonomy) significantly influence the student intention to use MOOCs in Thailand and Pakistan. However, two variables (performance expectancy and effort expectancy) did not influence the student intention to use MOOCs in Thailand and Pakistan. The results indicated that the findings between the two countries were invariant. This study extended the model by Venkatesh et al. (2003), including two additional variables, the perceived autonomy and absorptive capacity. The study indicated various aspects related to the response of students using MOOCs. This study is especially beneficial during the COVID-19 pandemic for determining factors that officials of higher institutions of learning should consider when implementing MOOCs and associated online learning programs to deliver quality education to students.

In many emerging markets, collectivist culture promotes interpersonal relationships which entail sharing both work and personal lives with one other. Nevertheless, the ubiquity of the World Wide Web has provided massive opportunities to teachers and learners around the globe to share knowledge anytime anywhere via online education. It is against this background that this study explores the perceptions of IT students in adopting virtual learning system in higher education institutes in an emerging country context under the COVID-19. We extended Davis’s (1989) Technology Acceptance Model (TAM) and evaluated students’ intention to use cloud classroom. Data were obtained from the five universities IT students in Bangkok, Thailand. Using partial least square structure equation modeling (PLS-SEM), the data of 373 IT students were analyzed. The findings of the research show that all hypotheses were supported, except one that was related to the positive impact of perceived usefulness on students’ intention to use cloud classroom. The extended TAM model explains 51.6% variance to explain students’ intention to use cloud classroom. The result of this study has useful implications for educationists and strategists related to the effectiveness and usability of cloud classroom in higher education institutions.

This study investigates the relationships between competitive strategy, innovation, corporate governance structure, capital structure, human capital, and enterprise performance in small and medium-sized manufacturing enterprises (SMEs). The research is based on the Competition Theory. The survey research design includes 506 valid responses from SMEs in China. Structural equation modelling was employed to analyze the responses. It revealed that competitive strategy positively impacts performance, with innovation and human capital as key mediators. Corporate governance and capital structure also mediate these relationships, supporting various strategic management theories. Additionally, the environment moderates the impact of competitive strategy on performance, highlighting the need for adaptability in dynamic markets. These findings offer theoretical substantiations and practical insights for enhancing SME performance through strategic planning. Future research should employ longitudinal approaches and integrate objective data to explore these dynamics further.