Theeralak Satjawathee

Dr. Theeralak Satjawathee


Research Focus & Metrics

Academic Career Length

4Years (2023-Present)

(Calculated once Scilit publication data is synced: current year − year of first publication + 1)

Representative Publications

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26 April 2025 in Tourism and Hospitality
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Journal Article
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JRJiaolong Ruan
Jiaolong Ruan
TSTheeralak Satjawathee
Theeralak Satjawathee
TAThatphong Awirothananon
Thatphong Awirothananon
Through empirical analysis, this paper uses panel data from 30 provinces in China (excluding Hong Kong, Macao, and Taiwan, as well as Tibet) from 2010 to 2022 to explore in-depth and empirically test the relationship between the impact of digitalization technology on tourism economic growth and the intrinsic mechanism of its action. The results found that: first, digital technology has a significant impact on tourism economic growth, and second, digital technology has a significant impact on tourism economic growth. Significant promotional utility and, secondly, tourism industry efficiency, play a partial mediating role in the relationship between digital technology and tourism economic growth, i.e., digital technology can promote tourism economic growth by positively affecting tourism industry efficiency. This paper also reveals the role of digital technology in promoting the efficient development of the tourism industry, including the optimal allocation of resources and the improvement of service efficiency, which in turn promotes the innovative development of the tourism economy. Finally, in response to the challenges posed by digital transformation, suggestions are made to strengthen regulation and standardize the market order to ensure the sustainable and high-quality development of the tourism industry.

4 April 2023 in Behavioral Sciences
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TSTheeralak Satjawathee
Theeralak Satjawathee
SSStephen Strombeck
Stephen Strombeck
SSShih-Tung Shu
Shih-Tung Shu
CCChing-Hung Chang
Ching-Hung Chang
Extant research has confirmed the importance of consumer innovativeness toward innovation adoption, but relatively little is known about the relationship between fitness use innovativeness, post-adoption behavior and the moderating role of fitness consumer’s efficacy belief. This study aims to examine the moderating role of other-efficacy on the relationships between the fitness player’s usage patterns (usage variety and usage frequency) under the influence of use innovativeness, and revisit intention within the context of fitness services. This study utilizes the diffusion model for conceptual development. The proposed hypotheses are empirically tested using fitness players from a public sports center. There were 205 valid questionnaires obtained for quantitative data analysis. The findings confirm that the fitness player’s use innovativeness has a direct impact on usage variety and usage frequency, while the player’s training partner efficacy positively moderates the usage patterns and revisit intention. Based on the extent of fitness use innovativeness and training partner efficacy, we categorize fitness customers into four segments. The managerial implications for each segment are then discussed.

Verified
Journal Article
Open access
PDF file
QWQing Wu
Qing Wu
TSTheeralak Satjawathee
Theeralak Satjawathee
Corporate social responsibility (CSR) is increasingly becoming a major concern for investors and consumers, prompting companies to devote more resources to community engagement to manage conflict and improve business performance. In this study, we conducted an empirical analysis with a sample of 385 listed companies in China’s new energy vehicle (NEV) industry to analyze the relationship between CSR performance and corporate value (CV). With the ordinary least squares (OLS) regression analysis, our study’s results show a positive relationship between the CSR performance of these companies and corporate value. In addition, our findings indicate a lagged effect in the relationship between CSR and CV. The mechanism analysis suggests that corporate CSR performance helps to improve corporate reputation, reduce financing constraints, and thus increase corporate value. Moreover, high analyst attention and information transparency can enhance the positive effects of corporate CSR. This study contributes to the existing literature and empirical evidence by exploring the correlation between CSR performance and firm value in the context of emerging countries and the NEV industry.