Jintanee Ru-Zhue

Dr. Jintanee Ru-Zhue


Research Focus & Metrics

Academic Career Length

7Years (2020-Present)

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

Representative Publications

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1 June 2020 in The Journal of Asian Finance, Economics and Business
Verified
Journal Article
Open access
Somnuk AujirapongpanSomnuk Aujirapongpan
Somnuk Aujirapongpan
JRJintanee Ru-Zhue
Jintanee Ru-Zhue
Jaturon JutidharabongseJaturon Jutidharabongse
Jaturon Jutidharabongse

1 January 2025 in International Journal of Asian Business and Information Management
Verified
Journal Article
Open access
PDF file
JRJintanee Ru-Zhue
Jintanee Ru-Zhue
NRNeeranat Kaewprasert Rakangthong
Neeranat Kaewprasert Rakangthong
LKLong Kim
Long Kim
SNSomjai Nupueng
Somjai Nupueng
GIGulmira Issayeva
Gulmira Issayeva
Ease of use and perceived usefulness have been underscored as predictors of user behavior. Furthermore, technological innovation is seen as a key to promoting key service features that develop service value for all users. However, past literature has not shown enough evidence to outline how these factors influence user satisfaction with electronic banking services. Thus, this research aims to examine associations between perceived usefulness, ease of use, perceived value, and satisfaction; it uses technological innovation as the moderator. Some 650 pieces of data, which were collected from bank users, were analyzed using a path analysis method. Results showed that perceived usefulness and ease of use predicted users' perceived value. Perceived usefulness, ease of use, and perceived value also influenced user satisfaction. Finally, technological innovation moderated a link between perceived value and satisfaction. Overall, technological innovation developed the electronic banking service's value leading to the improvement of user satisfaction.

9 December 2025 in Asia Pacific Management Review
Verified
Journal Article
Open access
JRJintanee Ru-Zhue
Jintanee Ru-Zhue
LKLong Kim
Long Kim
NRNeeranat Kaewprasert Rakangthong
Neeranat Kaewprasert Rakangthong
JRJintanee Ru-Zhue
Jintanee Ru-Zhue
GIGulmira Issayeva
Gulmira Issayeva

23 May 2023 in Asian Journal of Interdisciplinary Research
Verified
Journal Article
Open access
PDF file
ACAmornrat Chuaysatit
Amornrat Chuaysatit
JRJintanee Ru-Zhue
Jintanee Ru-Zhue
SASomnuk Aujirapongpan
Somnuk Aujirapongpan
This study aims to investigate the adaptation strategies and factors related to business recovery among medium-sized hotel entrepreneurs in Koh Samui District, Surat Thani Province during the COVID-19 pandemic. The research surveyed 150 participants, and data analysis was performed using statistical techniques such as frequency, percentage, mean, standard deviation, t-test, F-test, One-Way ANOVA, and Chi-Square test. The study found that the majority of hotel entrepreneurs operate independently, with a primary customer base of foreign tourists, and promote their businesses through online advertising. The impact of the pandemic on revenue, occupancy rate, and employment was severe, with a decrease of 81-100%. During the recovery period, hotel business owners recognized the need for adjustment, with operations being the highest priority, followed by marketing, finance, human resources, and customer aspects. Furthermore, hotel type, star rating, and marketing strategies had varying impacts on the adjustments made during the recovery period. The study concludes that the severity of the pandemic's impact is related to the adaptation strategies of medium-sized hotel business owners during the recovery period. Therefore, the findings of this study can provide a guideline for hotel entrepreneurs to manage their businesses effectively during future pandemics.

29 September 2026 in Societies
Verified
Journal Article
Open access
PDF file
USUsep Suhud
Usep Suhud
DSDoni Sugianto Sihotang
Doni Sugianto Sihotang
MAMamoon Allan
Mamoon Allan
WHWong Chee Hoo
Wong Chee Hoo
MAMuaz Azinuddin
Muaz Azinuddin
Somnuk AujirapongpanSomnuk Aujirapongpan
Somnuk Aujirapongpan
This study examines the relationships among halal destination attribution, destination sustainability awareness, perceived destination trust, perceived usefulness of artificial intelligence (AI), and among Muslim tourists’ visit intention by developing and empirically testing an integrated behavioral model in the context of sustainable plateau tourism. Despite the ecological sensitivity and cultural uniqueness of plateau destinations, this context has received limited scholarly attention. Accordingly, the objective of this study is to investigate how halal destination attribution, destination sustainability awareness, perceived destination trust, and perceived usefulness of AI influence tourists’ visit intention in the Dieng Highlands, Indonesia. A quantitative approach was employed by collecting data from 256 eligible Muslim tourists through a self-selected survey, and the proposed model was analyzed using structural equation modeling. The results indicate that halal destination attribution significantly influences both destination sustainability awareness and perceived destination trust, confirming its dual role as a religious and ethical destination attribute. Furthermore, destination sustainability awareness and perceived usefulness of AI significantly enhance tourists’ intention to visit. In contrast, perceived destination trust positively influences the perceived usefulness of AI, highlighting the importance of trust in technology-enabled tourism services. These findings demonstrate that religious values, sustainability awareness, destination trust, and AI-related perceptions jointly shape Muslim tourists’ visit intention toward the Dieng Highlands. This study contributes to the tourism literature by providing an integrated understanding of tourist behavior in environmentally sensitive destinations. Practically, the findings suggest that destination managers should integrate sustainability initiatives, halal-friendly services, and AI-enabled tourism technologies to strengthen destination competitiveness and encourage tourists’ intention to visit.

Verified
Journal Article
Open access
PDF file
BUBerto Usman
Berto Usman
IRIbnu Rohmadi
Ibnu Rohmadi
Mesut DoğanMesut Doğan
Mesut Doğan
JRJintanee Ru-Zhue
Jintanee Ru-Zhue
Somnuk AujirapongpanSomnuk Aujirapongpan
Somnuk Aujirapongpan
Cryptocurrency trading platforms operate in highly volatile, technology-intensive, and risk-sensitive environments, yet empirical evaluations of their performance from an information systems perspective remain limited. Prior studies applying the DeLone and McLean Information Systems Success Model (ISSM) have largely focused on traditional e-commerce and e-learning contexts, leaving its applicability to cryptocurrency exchanges underexplored. This study addresses this gap by examining how system quality, information quality, and service quality influence system use, user satisfaction, and net benefits in cryptocurrency trading platforms. This study employs a quantitative research design using survey data collected from 389 active Binance users in Indonesia through purposive sampling. The proposed ISSM-based research model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi Group Analysis (MGA) to assess the relationships among system quality, information quality, service quality, system use, user satisfaction, and perceived net benefits. The findings indicate that four of the nine hypothesized relationships are statistically supported. System quality emerges as the most influential determinant of both system use and user satisfaction, highlighting the importance of platform reliability, performance, and usability. Information quality also demonstrates a significant effect, whereas service quality exhibits a limited direct influence on user outcomes. Overall, system use and performance-related factors play a more critical role in driving perceived net benefits than service-related attributes. This study extends the DeLone and McLean ISSM to the context of cryptocurrency trading platforms and demonstrates its relevance in high-risk, blockchain-based financial environments. The results offer theoretical insights by refining the relative importance of ISSM constructs in fintech settings and provide practical guidance for developers and platform architects to prioritize system robustness, efficiency, and usability to enhance user satisfaction and engagement.