https://sure.su.ac.th/xmlui/handle/123456789/23749 2026-08-16T13:58:03Z https://sure.su.ac.th/xmlui/handle/123456789/23773 Graphical user interface for the application of the 'Head-up Display',augmented reality Lane Line technology in Thailand's commercial vehicles Supaporn Nhookan; Kowit Meboon; Poom Thiparpakul; Nathaporn Karnjanapoomi; Tanat Jiravansirikul Thailand's traffic accidents are one of the deadliest in Southeast Asia and among the worst in the world, according to the World Health Organisation. About 20,000 people die in road accidents each year, or about 56 deaths a day. Despite continued government's attempts to reduce road casualties, the figures show no sign of abating. Nighttime driving under difficult conditions poses a particular danger to the drivers themselves and other road users. Studies have shown a correlation between the application of the Head-up Display system (HUD) and increased safety for car drivers resulting in fewer accidents. The Augmented Reality (AR) Lane Line helps enhance the accuracy of the HUD's navigation system and supported the proliferation of the HUD systems worldwide. This study aims to address the risks of driving at nighttime among commercial vehicles (e.g., buses and trucks) with the assistance of the HUD and AR Lane Line technology. The study investigates multiple AR Lane Line graphical interfaces to determine an appropriate one for the drivers' behaviors, road conditions, and traffic in Thailand. Two tests were conducted with selected truck drivers and graphic designers to determine optimal AR Lane Line graphical interface for Thai commercial vehicles. Eight combinations of design interfaces were provided for the test groups to select. Based on the study, two contrasting designs were chosen by the test groups. Both designs will inform the development of two prototype AR Lane Line interfaces which will be tested by a larger commercial drivers' group under the real driving conditions. 2022-01-01T00:00:00Z https://sure.su.ac.th/xmlui/handle/123456789/23772 Trust as a mediator of the ralationship between Facebook live-streaming and purchase intention : applying stimulus-organism-response (S-O-R) paradigm Apinya Ingard Facebook is the most popular social media in Thailand. Because it is easy to use and useful, technology is developed, and new features created. Nowadays, Facebook is using a new formal known as broadcasting via Facebook live, which is a presentation of a video formal that users can live-streaming. It also includes a live chat with the audience's message display at that time. This paper aims to apply stimulus-organism-response (S-O-R) paradigm to construct the model of purchase intention via Facebook live. The study explores how Facebook live activities as social media marketing, build purchase intention and how this relationship is mediated through customer trust. The empirical investigation involves a self-administered and a structured questionnaire, distributed through a convenience sample of 609 undergraduate students. Data analysis was conducted through AMOS for evaluating the measurement and structural model of the study. The credibility, entertainment and information of Facebook live-streaming determine what it offers to influence the trust of the customer that will influence their purchase intention. Empirical analyzes show that trust of young customer is significantly influenced by the credibility and information of Facebook live-streaming, and purchase intention is directly significantly influenced by the entertainment and information of Facebook live-streaming. Furthermore, the findings show that the trust is full mediation between credibility of Facebook live-streaming and purchase intention, and it is a partial mediator between information of Facebook live-streaming and purchase intention. 2021-01-01T00:00:00Z