Journal for Strategy and Enterprise Competitiveness

Interpretations of Status Expression in the Purchase Intention of Traditional Silk Apparel as Luxury from Thai Female Consumers

2025-10-20T17:16:11+07:00

This study examines value-based motivations shaping female consumers’ intentions to purchase traditional Thai silk apparel using a quantitative survey conducted in Bangkok. Structural equation modelling assessed the effects of social value (𝑥̅ = 0.252, p < 0.05), functional and epistemic value (𝑥̅= 0.708, p < 0.01), and conditional value (𝑥̅ = 0.069, p = 0.07) on luxury purchase intention.
The results indicate that functional and epistemic values exert the strongest influence, suggesting that craftsmanship, product quality, cultural meaning, and personal significance are key drivers of purchase intention.
The conditional value was not statistically significant, implying that situational factors play a limited role. The four value dimensions were also significantly interrelated, supporting the internal coherence of perceptions of luxury value. These findings point to a shift toward a more subtle, emotionally grounded form of cultural luxury among Thai silk consumers, where authenticity, heritage appreciation, and refined self-expression increasingly outweigh conspicuous displays. In practice, the findings guide designers and textile stakeholders by emphasising the strategic roles of cultural storytelling, craft communication, and value-based positioning in Thailand’s evolving luxury market.

Experiential Marketing Strategies to Enhance the Competitive Edge of X Leisure Farm

2025-05-21T10:56:34+07:00

The research objectives were 1) to investigate the key factors that shape the competitive landscape of X Leisure Farm within the leisure industry, 2) to identify the experiential elements and features of X Leisure Farm that appeal to its target audience and contribute to customer satisfaction, and 3) to develop experiential marketing strategies to enhance the competitive edge of X Leisure Farm. This study employed a qualitative approach, with data collected through document analysis, observation, and in-depth interviews. The key informants included 2 farm managers, 6 frontline staff, 14 regular customers and 18 potential customers in the vicinity of X Leisure Farm. Data were analyzed using thematic analysis.
The findings revealed that: 1) X Leisure Farm's market positioning was significantly influenced by its advantageous geographical location, convenient transportation, and abundant natural resources, which shaped the competitive environment and created market opportunities by enhancing tourist accessibility and driving development 2)the farm effectively applied experiential marketing, leveraging its unique natural scenery, interactive activities, reasonable pricing and thoughtful service to build a strong brand image. These elements attracted many tourists, differentiated the farm in a competitive market, and played a key role in customer retention and 3)innovative experiential marketing strategies, including customized services, themed events, and interactive marketing, greatly enhanced the farm's market appeal and customer loyalty, contributing to its competitive advantage. These findings offered actionable insights for improving X Leisure Farm’s marketing strategies and advanced the understanding of experiential marketing in leisure agriculture.

Technology Acceptance and Consumer Trust Factors Influencing Online Purchasing Decisions of Plant Hormones in Thailand

2025-12-25T09:43:40+07:00

This study aimed to examine the influence of technology acceptance factors and consumer trust factors on online purchasing decisions of plant hormones in Thailand.
The research framework was based on the Technology Acceptance Model (TAM) combined with consumer trust concepts. The sample consisted of 385 respondents who had prior experience purchasing plant hormones through online channels, selected using purposive sampling. Data were collected through a questionnaire that was tested for validity and reliability. Descriptive statistics and multiple regression analysis were employed for data analysis. The results indicated that a total of six independent variables were analyzed, comprising three technology acceptance factors, namely perceived usefulness, perceived ease of use, and attitude toward using, as well as three consumer trust factors, including product and service quality, website reliability, and brand and organizational image. When all variables were analyzed together using a multiple regression model, three factors were found to have a statistically significant positive influence on online purchasing decisions for plant hormones. Ranked by the level of influence, perceived usefulness had the strongest effect, followed by perceived ease of use and brand and organizational image, respectively. Furthermore, the multiple regression model was able to explain 46.90% of the variance in online purchasing decisions for plant hormones. The findings of this study provide practical implications for online agricultural product sellers and platforms by highlighting the importance of user-friendly system design, clear communication of product value, and the development of credible product and organizational images. These factors can support informed purchasing decisions and contribute to the sustainable growth of online agricultural markets.

Influences of Social Media Marketing Activities of StadiumTH on Customer Response with Integrated Brand Community and Brand Knowledge as Mediators

2025-09-02T09:04:49+07:00

This study aims to examine a structural equation model that investigates The Influence of Social Media Marketing Activities—specifically Entertainment, Trendiness, Customization, Perceived Risk, and Interaction—on Customer Responses, including Electronic Word-of-Mouth (E-WOM) and Commitment. The model incorporates Integrated Social-Media Based Brand Community and Brand Knowledge as mediating variables. Data were collected from 400 respondents who had engaged with StadiumTH’s social media platforms within the past six months. The model demonstrates a good fit with the data (Chi-square = 249.282, CMIN/DF = 2.246, RMR = 0.015, RMSEA = 0.056, GFI = 0.929, CFI = 0.973). Results indicate that social media marketing activities significantly affect both E-WOM and Customer Commitment through the fully mediating effects of Integrated Social-Media Brand Community and Brand Knowledge. These results highlight the critical role of building strong brand communities and enhancing brand knowledge through effective social media marketing strategies to foster long-term consumer responses.

Perception and Access to Carbon Footprint Information Affecting Lifestyle Behaviors of Science Management Faculty, Silpakorn University Students

2025-04-08T15:15:37+07:00

This study aimed to 1) examine students’ levels of perception and understanding of the carbon footprint concept; 2) assess their access to carbon footprint-related information and the barriers associated with such access; 3) investigate the relationships among perception, information accessibility, awareness, and environmentally friendly lifestyle behaviors; and 4) propose policy recommendations and practical strategies to promote carbon footprint reduction within the university. A mixed-methods research design was adopted. The quantitative phase involved 400 undergraduate students from the Faculty of Management Science, Silpakorn University, selected through stratified random sampling. Data were collected using an online questionnaire and analyzed using descriptive statistics, second-order confirmatory factor analysis (2nd-Order CFA), latent profile analysis (LPA), Pearson’s correlation analysis, and multiple regression analysis. The qualitative phase consisted of in-depth interviews and focus group discussions with 35 key informants, and the data were analyzed using content analysis. The findings indicated that students demonstrated a moderate level of overall perception and understanding of the carbon footprint concept (𝑥̅ = 3.24,
SD = 0.86), whereas their environmental awareness was at a high level (𝑥̅ = 3.89, SD = 0.78). Social media was the primary source of carbon footprint information, reported by 68.00 percent of the respondents, while the complexity of the information was identified as the most significant barrier to information access by 72.00 percent. The latent profile analysis classified students into three distinct groups according to their environmental behavior patterns: the high-awareness group (28.00 percent), the moderate-awareness group (45.00 percent), and the low-awareness group (27.00 percent). Furthermore, the results of the multiple regression analysis revealed that perception, understanding, and awareness had significant positive effects on environmentally friendly lifestyle behaviors (p < 0.001). Information accessibility, however, influenced these behaviors indirectly through students’ understanding and environmental awareness. Based on these findings, the study recommends that universities and academic faculties develop more accessible and learner-centered communication systems by transforming complex scientific information into user-friendly formats, such as infographics and short educational videos. In addition, carbon footprint education should be systematically integrated into university curricula, while institutional environments should be designed to encourage and facilitate the practical adoption of sustainable behaviors. These initiatives are expected to strengthen students’ environmental responsibility and foster sustainable practices across higher education institutions.

Factors Influencing the Behavior and Decision-making of Chinese Tourists Choosing the China-Laos Railway for Southeast Asian Tourism

2026-05-15T09:53:54+07:00

This research aims to analyze the causal influence of perception and satisfaction on the behavioral intentions and recommendations of Chinese tourists regarding the China-Laos Railway, while proposing regional cooperation strategies. Employing a quantitative research approach, data were collected via questionnaires from 386 Chinese tourists in Yunnan Province aged 18 and above, with the sample size determined according to Cochran's statistical criteria. Data was analyzed using descriptive statistics and Multiple Regression Analysis. The findings reveal that in the era of post-COVID-19 tourism recovery, the China-Laos Railway has significantly restructured the market from “single-point concentration” to “multi-point diffusion”. Vang Vieng (67.36%) and Luang Prabang (51.81%) have emerged as the most popular destinations. Statistical hypothesis testing confirms that perception and satisfaction significantly and positively influence travel intention and recommendations (p< 0.05). Perception exerts the highest influence on decision-making
(β = 0.189), which aligns with the primary motivator of schedule certainty (59.84%). However, the study identifies critical structural barriers as significant obstacles: inadequate language services (52.59%) and inconvenient visa processes (49.48%). Strategic recommendations focus on integrating ticketing systems, increasing train frequency, and streamlining border procedures to enhance people-to-people bonds and drive the region toward a sustainable Pan-Asian Railway network in the future.

A Study of Satisfaction with Logistics Service Quality Affecting the Import Customs Clearance Procedures of Customs Brokers in Khlong Toei Port, Bangkok

2025-09-16T14:41:24+07:00

This research aimed to study the satisfaction of logistics services affecting the import customs clearance procedures of customs brokers at Khlong Toei Port, Bangkok. The sample group for this research consisted of 400 cargo release officers from various companies working at Khlong Toei Port, Bangkok. A questionnaire was used to collect data. Data analysis was performed by finding frequency, percentage, mean, and standard deviation. The hypothesis was tested with simple Pearson’s Product-Moment Correlation Coefficient. The results of the study showed that the opinions of logistics factors on overall customer service quality were at a good level with an average of 4.10. The hypothesis was tested with P-value. The Pearson’s Product-Moment Correlation Coefficient showed that the P-value of 3 logistics service quality dimensions was less than 0.05, namely, service tangibility, responsiveness to service recipients, and trustworthiness to service recipients. This means that the null hypothesis H0 is rejected and the secondary hypothesis H1 is accepted. This indicates that the three logistics service quality dimensions are statistically significantly related to the import customs procedures of customs brokers at Khlong Toei Port, Bangkok. Furthermore, it can be applied to enhance the competitiveness of organizations by focusing on improving the reliability of services through accuracy and timeliness, as well as developing trust among service recipients to increase confidence and create a sustainable competitive advantage.

Supply Chain Management Strategies in the Construction Industry under the New Normal: Addressing Volatility of Material Prices and Labor Shortages

2025-05-21T11:29:35+07:00

This academic article aims to present strategies for managing supply chains in the construction industry under the New Normal context, particularly in addressing the volatility of construction material prices and labor shortages, which are significant challenges for Thailand's construction industry today. The study reviews relevant literature and research, finding that effective strategies for managing supply chains in the New Normal include:
1) Utilizing digital technology and platforms to manage supply chains, 2) Planning backup materials and diverse procurement sources, 3) Building collaboration among stakeholders in the supply chain, 4) Developing workforce skills and using labor-substituting technology
and 5) Adjusting contract models and risk management. These findings are beneficial to entrepreneurs in reducing costs and improving management efficiency, to academics in further developing related research, and to policymakers in formulating supportive frameworks for sustainable industrial development. Therefore, this article proposes a conceptual framework for integrating these strategies to enhance the resilience and adaptability of Thailand’s construction supply chain in the New Normal era.

Development of Distribution Channels for Community Products of Ban Mu Tan, Ang Thong Province

2025-07-23T09:38:15+07:00

The lack of efficient distribution channels has prevented the community products of Ban Mu Tan from fully reaching a wider market, despite their high quality and unique local identity. The growth of e-commerce thus presents a significant opportunity to enhance market prospects for these community products, expanding their reach from a limited local area to the online marketplace. Implementing this system helps elevate the capabilities of the housewives' group, reduces the limitations of traditional sales, and promotes digital skills within the community. This research aimed to: 1) develop an e-commerce distribution channel for the community products of Ban Mu Tan, Phong Pheng Sub-district, Pa Mok District, Ang Thong Province; 2) evaluate the quality of the e-commerce system; and 3) study user satisfaction with the system. The sample group, selected through purposive sampling, consisted of 20 members of the housewives' group, 10 customers, and 3 information system experts. The system development life cycle (SDLC) process was utilized, employing PHP and MySQL database. Responsive Web Design technology was also applied to ensure compatibility with both mobile devices and computers. The system features product displays, order management, payment processing, and a back-end management system for administrators. Evaluation was conducted using descriptive questionnaires. The results revealed that the quality of the community product distribution channel was at a high level (x̄ = 4.40), indicating that it successfully passed the evaluation and is ready for implementation. Furthermore, the overall user satisfaction was at a high level, specifically for the housewives' group (x̄= 4.32) and the customer group (x̄ = 4.21). The system exhibits high quality in terms of usability, accuracy, and security, thereby effectively meeting user requirements.

Work-Life Quality Factors Influencing Work-Life Balance Among Generation Y and Generation Z Employees

2026-01-27T14:19:29+07:00

This quantitative research investigated the influence of quality of work life (QWL) on work-life balance (WLB) among Generation Y and Generation Z employees in private organizations in Chiang Rai Province, Thailand. A total of 400 respondents were selected using non-probability sampling. Data were collected through a five-point Likert scale questionnaire with high internal consistency (Cronbach’s alpha = 0.978). Descriptive statistics and Multiple Regression Analysis were employed. The results indicated that QWL had a statistically significant positive effect on WLB, explaining 82.2% of its variance (R² = 0.822). Five QWL dimensions—career growth and job security, social relevance of work, constitutionalism in the workplace, safe and healthy working conditions, and adequate and fair compensation significantly predicted WLB, whereas opportunities for capacity development and social integration showed no significant effect. The findings highlight the importance for private organizations to enhance work environments, strengthen career pathways, and promote holistic quality of work life to improve work-life balance and long-term job satisfaction among employees.

An Eco-Friendly Ready-To-Eat Food Supply Chain through Design Thinking as Core Concept for Gen Z

2026-05-18T08:42:12+07:00

This academic article aimed to 1) analyze the supply chain management of eco-friendly ready-to-eat food business through design thinking as core concept for Gen Z and 2) propose guidelines for improving supply chain of eco-friendly ready-to-eat food business through design thinking as core concept for Gen Z. Data were retrieved from relevant textbooks and academic articles. The findings from literature review were analyzed to develop the guidelines for development of the eco-friendly ready-to-eat food supply chain through design thinking as core concept for Gen Z. The study results showed that ready-to-eat food businesses are facing challenges from the behavior of younger consumers who are increasingly concerned about environmental issues. Ready-to-eat food businesses can improve or develop their supply chains through design thinking to design eco-friendly ready-to-eat food products which meet the needs of Gen Z consumers. The business should follow the steps as: 1) Empathize to understand the needs and concerns of the target consumers when making purchasing decisions; 2) Define to clearly define the scope of the problem; 3) Ideate to gather solutions to improve the production process from all involved stakeholders from upstream to downstream; 4) Prototype to create a product model to launch in the market; and 5) Test to determine how well the business's product meets the needs of the target consumers. Therefore, ready-to-eat food businesses could apply design thinking as a concept for managing their supply chain to develop their eco-friendly ready-to-eat food products.

Digital Skills Evaluation Application

2026-01-21T08:47:12+07:00

This research aimed to: 1) develop a digital skills assessment application, and 2) examine users’ satisfaction with the application. The application covered six areas of digital skills, including computer usage, internet usage, word processing, spreadsheet usage, presentation software usage, and computer security. This study employed a Research and Development (R&D) approach by applying the System Development Life Cycle (SDLC) process and developing the application using Thunkable as a no-code platform. The sample group consisted of 125 students from the Business Computer Program, Faculty of Management Science, Nakhon Pathom Rajabhat University. In addition, three experts evaluated the quality of the system. Data were collected using system quality assessment forms and user satisfaction questionnaires. The results revealed that the application was effective in assessing digital skills. The system quality evaluation by experts was at the highest level (𝑥̅ = 4.70, S.D. = 0.47), while users’ satisfaction was at a high level (𝑥̅ = 4.32, S.D. = 0.64). Furthermore, the system was able to display scores in each category to reflect users’ levels of digital skills readiness and to clearly identify both strengths and areas requiring improvement. The developed application was found to be appropriate as a preliminary digital skills assessment tool and has the potential to be applied in educational institutions and organizations to effectively support the development of users’ digital skills.