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Theeranuch Pusaksrikit,Nuttapol Assarut 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
This research examines how voluntary simplicity lifestyle can mediate the tourists’ COVID-19 anxiety and the tourism motivation during the COVID-19 pandemic and demonstrates how resilience can moderate the effect of the anxiety and pull motivations. The results show the effects of mediation and moderation on the relationship between anxiety and tourism motivations.
( Ichiro Furukawa ),( Chunji Jin ),( Assarut Nuttapol ),( Donghu Hahn ),( Ming-hung Kao ),( Zhuomin Shi ) 서암순창장학회 2014 Journal of Marketing Thought Vol.1 No.1
Consumers’ emotional response is a key factor that affects their satisfactions in the face to face service encounter. Past research in the area of service encounter tried to explain consumers’ responses to their negative feeling when they received a bad service encounter. While introducing a new concept of “field pressure”, the authors aim to interpret the behavior of consumers in purchasing products or services that they do not truly want to buy in a good service encounter setting. Through reviewing prior research, an analysis model and hypotheses are developed to clarify the relationship between field pressure and one’s willingness to buy, with four moderating variables (service category, customer-employee relationship, product involvement and face consciousness). Experiment researches were conducted to test the hypotheses in four Asian countries (Japan, China, Korea, and Thailand). The results are presented, and the limitations of this study are also noted.
Antecedents of IoT adoption in food supply chain quality management: an integrative model
Pakorn Opasvitayarux,Siri-on Setamanit,Nuttapol Assarut,Krisana Visamitanan 인하대학교 정석물류통상연구원 2022 JOURNAL OF INTERNATIONAL LOGISTICS AND TRADE Vol.20 No.3
Purpose – The introduction of quality management Internet of things (QM IoT) can help food supply chain members to enhance real-time visibility, quality, safety and efficiency of products and processes. Current literature indicates three main research gaps, including a lack of studies inQMIoT in the food supply chain, the vagueness of integrative adoption of new technology framework and deficient research covering both adoption attitude and intention in the same model. This study aims to propose an analysis model based on the technological–organizational–environmental (TOE) framework and reinforced by the collaborative structure to capture the importance of the supply chain network. Design/methodology/approach – The partial least square-structural equation modeling (PLS-SEM) was applied to test the impacts of the adoption factors on QM IoT adoption attitude and intention among 197 respondents in food manufacturing in Thailand. Findings – The results indicated that compatibility, trialability, adaptive capacity, innovative capability, executive support, value chain partner pressure, presence of service provider and information sharing significantly impacted the attitude toward QM IoT adoption, while adaptive capability, innovative capability and information sharing directly influenced the QM IoT adoption intention. Furthermore, the attitude toward QM IoT adoption positively impacted the QM IoT adoption intention. Practical implications – This study contributed to academicians by proposing a more solid adoption framework for QM IoT area. In addition, the business practitioners could actively prepare themselves for the QM IoT adoption, whereas the service providers could provide better and suitable service. Originality/value – This research contributes to the building of a more solid framework and indicates significant factors that impact the attitude toward QM IoT adoption and adoption intention.