https://sure.su.ac.th/xmlui/handle/123456789/27763 2026-09-17T00:37:12Z 2026-09-17T00:37:12Z Thadathibesra Phuthong https://sure.su.ac.th/xmlui/handle/123456789/27768 2023-12-30T20:01:53Z 2023-01-01T00:00:00Z

Consumer's personality traits and knowledge-sharing behavior on shoppertainment platforms: The mediating role of subjective well-being and trust Thadathibesra Phuthong Objectives: This research analyzed the direct and indirect influences of consumer personality on knowledge-sharing behavior through shoppertainment platforms using subjective well-being and trust as mediators. Methods/Analysis: A questionnaire survey was developed and distributed to 320 consumers with familiarity and experience in purchasing products from the TikTok shop and sharing knowledge, information, news, and purchasing experiences with the Thai TikTok community. This study adopted non-probability and purposive sampling techniques, with measurements and structural model assessments performed before hypothesis testing using the partial least squares structural equation model (PLS-SEM) with SmartPLS statistical software. Findings: Extraversion and openness to experience had a direct positive influence on trust, while neuroticism showed a direct negative influence on trust. Extraversion had a direct positive influence on subjective well-being, while neuroticism showed a direct negative influence on subjective well-being. Both trust and subjective well-being directly influenced knowledge-sharing behavior on the shoppertainment platform. Extraversion and openness to experience positively influenced knowledge-sharing behavior on the shoppertainment platform via trust, while neuroticism negatively influenced knowledge-sharing behavior on the shoppertainment platform through trust. Importantly, extraversion, openness to experience, and agreeableness positively influenced knowledge-sharing behavior on the shoppertainment platform via subjective well-being, with neuroticism negatively influencing knowledge-sharing behavior on the platform through subjective well-being in the same manner. Novelty/Improvement: Results contribute to an improved understanding of the mechanisms of a robust and competitive online retail business model in the digital era that can best deliver business sustainability by elevating consumers' knowledge-sharing behaviors to facilitate purchasing decisions on goods or services via shoppertainment platforms.

2023-01-01T00:00:00Z Thadathibesra Phuthong https://sure.su.ac.th/xmlui/handle/123456789/27766 2023-12-30T20:01:51Z 2023-01-01T00:00:00Z

Defining technopreneurs' commercialization research process in the emerging Thai economy: research for constructing grounded theory Thadathibesra Phuthong This research aimed to 1) define sources of meaning in technopreneurs’ commercialization research process, 2) establish the common features of technopreneurs’ commercialization research process, and 3) construct a grounded theory of technopreneurs’ sources of meaning and commercialization research process. The study employed a qualitative ground theory approach to explain the phenomena and develop theoretical conclusions. Data was gathered through in-depth interviews with 15 technopreneurs using theoretical sampling. The interviews used openended questions, and the resulting data were analysed via analytic induction to define concepts and construct the grounded theory. The results indicated that technopreneurs elicited sources of meaning through the commercialization research process, which were categorized into three features of idea development with passion, integrated business model development, and innovative and technological business networking.The commercialization research process includes eight stages: 1) business opportunity assessment, 2) technopreneurial mindset and passion development, 3) technology assessment and exploitation, 4) co-research and application to new product development, 5) technopreneurship incubation and business networking, 6) business planning for innovation commercialization, 7) continuous product improvement, and 8) sustainable technopreneurship and development. Finally, this research constructed theoretical conclusions, discussing and suggesting approaches for improving technopreneurs’ commercialization research process and future research directions.

2023-01-01T00:00:00Z Budsaba Kanoksilapatham https://sure.su.ac.th/xmlui/handle/123456789/27765 2023-12-30T20:01:51Z 2023-01-01T00:00:00Z

Thai University students' self-regulated learning in an online learning environment Budsaba Kanoksilapatham Language learners’ achievement is influenced by a variety of psychological factors, including attention, selfconfidence, and motivation. In addition to the list, self-regulated learning (SRL) is another essential psychological component of learning, as evidenced by research on learning and performance. Meanwhile, rapid changes in current conditions induced by COVID-19 have prompted a shift from traditional face-to-face to online learning. In this learning environment, learners and instructors are physically apart, and thus very little is known about how their learning is navigated. To better understand how learners manage learning, this study examines Thai university students’ SRL application while taking an English course totally delivered online. Based on the administration of the 24-item Online Self-regulated Learning Questionnaire (OSLQ) at the end of the course, 75 out of the 84 students completed the questionnaire. Data analysis exhibited quite a high level of goal setting (GS) and environmental structuring (ES); however, they appeared to utilise a relatively lower level of task strategies (TS) and time management (TM). Overall, the findings underline the importance of instiling SRL in students and suggest that SRL may vary depending on academic contexts. The results contribute to our understanding of the association between learning environments and SRL, as well as providing practical pedagogical implications to enhance students’ success.

2023-01-01T00:00:00Z