Journal of Modern Management Science

The Impact of Digital Education on Parental Support for Access to Higher Education under Different Family Economic Background: A Case Study of Nanning City

2025-05-05T17:09:27+07:00

This study investigates how economic background affects parental support under the era of digital education, the Technology Acceptance Model (TAM) offers significant insights into the acceptance levels of digital educational technology among parents and students. Parents' acceptance of such technology directly impacts their support for their children's education. By comparing the differences between high-income and low-income families, targeted strategies are proposed for the government to achieve educational equity. The research conducts a survey using questionnaire on 400 parents from high-income families and 400 parents from the low-income. The study constructs a structural equation model (SEM) to verify model fit. After comparison, the results indicate that there are significant differences in the factors influencing the level of parental support for higher education between high-income and low-income families. For the high-income, cultural capital(β=0.906) and TAM(β=0.509) positively affect parental support, and the low-income, cultural capital(β=0.661), economic capital(β=0.120) and human capital(β=0.283) positively impact parental support, which indicate that the factors that affect the tow kinds of families are totally different. And all the factors will be further analyzed in subsequent sections of this dissertation.

Keyword Performance Analysis for Improving SEO Ranking A Case Study of the Industrial Website bcme.co.th

2025-07-12T13:39:31+07:00

This study is experimental research conducted in the context of metal processing industrial business. While SEO studies are widespread, there is still a lack of specific research in B2B industrial businesses in Thailand. This study aims to analyze and compare the impact of different keyword types—Branded, Generic, Niche, Local SEO, and Long Tail—on improving the search ranking of an industrial company offering cutting, bending, rolling, and welding services. Key performance indicators measured include Clicks, Impressions, Click-Through Rate (CTR), Average Search Position, and traffic quality tracked via Google Analytics. The study employed Ubersuggest to analyze and classify 13 keywords based on search volume, SEO difficulty, and search intent. Performance tracking was conducted using Google Search Console and Google Analytics.

Research findings indicate that Niche keywords such as "Steel fabrication factory" were the most effective in driving quality traffic, achieving the highest CTR of 5.56% and a bounce rate of 0%. Long Tail keywords showed significant ranking improvements—up to 95% within three months. In contrast, Branded keywords, despite having the highest number of impressions, demonstrated lower CTRs and a declining trend. <u>This research creates a B2B Industrial SEO framework and guidelines for improving SEO for industrial businesses. The study results can be used as a guideline for developing effective SEO strategies for other industrial businesses.

The study highlights the importance of keyword specificity and alignment with users' search intent as critical factors influencing SEO effectiveness for B2B industrial businesses. Utilizing Niche and Long Tail keywords, along with optimizing content to match user intent, is essential for enhancing visibility and engagement. The findings of this study can be applied as a guideline for developing SEO strategies for other industrial businesses, enabling them to prioritize keywords, plan content according to the Marketing Funnel, and allocate SEO resources effectively.

Confirmatory Factor Analysis of Consumer Brand Tribalism: A Case Study of a Premium Smartphone Brand in Thailand

2025-08-10T16:03:05+07:00

In an era where technology plays a crucial role in daily life and smartphone products face intense competition, the phenomenon of "brand tribalism" has become increasingly significant. Smartphone brands have created emotional bonds with consumers, serving as a medium through which consumers express their identity, lifestyle, and social status. This study therefore analyzes the first-order and second-order confirmatory factor components of brand tribalism using empirical data from consumers of a premium smartphone brands in Thailand. Data collection was conducted through online questionnaires from a total sample of 600 respondents, using purposive sampling targeting individuals with experience using and expressing preference for the products. The results of the first-order confirmatory factor analysis measurement model for brand tribalism revealed that the variables of shared values and beliefs, community participation, brand advocacy, and behavioral engagement all demonstrated standardized regression coefficients (β) ranging from 0.591 to 0.938, indicating the indicators' strong ability to reflect the latent variables effectively. The internal reliability and content validity were deemed complete, confirming that the measurement instrument possessed sufficient statistical quality for analyzing relationships between latent variables.

The second-order confirmatory factor analysis revealed that the brand tribalism model comprising four variables showed positive factor loadings across all values, ranging from 0.783 to 0.975. Shared values and beliefs exhibited the highest loading, followed by community participation, brand advocacy, and behavioral engagement, explaining 61.30% to 95.10% of the variance. Model fit testing demonstrated that all values met the established criteria. The study findings confirm that the brand tribalism model demonstrates a good fit with empirical data and can be effectively measured through all four components, with shared values and beliefs having the greatest impact on brand tribalism. This strong influence occurs because the shared values they embrace-innovation, quality, and social identity expression-align with the symbolic values that the brand communicates. The resulting model provides valuable insights for marketers in developing approaches to build brand tribal communities and designing strategies to create and maintain long-term brand-loyal customer groups.

Driving Service Innovation through AI Chatbot Adoption in Aviation

2025-11-09T20:59:23+07:00

The AI chatbot, a cutting-edge technology powered by artificial intelligence, is transforming the aviation industry. Understanding what drives consumers to adopt chatbots is essential to realize their potential benefits, including boosting revenue and increasing customer lifetime value. Moreover, chatbot adoption has practical implications for marketing strategies tailored to distinct user segments. This study aims to develop an effective model for forecasting AI chatbot adoption. To achieve this, several machine learning techniques were evaluated, with the Random Forest algorithm demonstrating the highest predictive performance and thus selected as the final model. The findings reveal that perceived personalization, perceived usefulness, and perceived ease of use are key predictors of adoption. By examining consumers’ decision-making routes toward AI chatbot adoption in aviation, this study increases the granularity of our understanding of the customer journey—a journey that culminates in ticket purchases and enhanced overall satisfaction, which in turn foster greater engagement. These insights can help aviation businesses design marketing strategies that emphasize personalization, thereby encouraging stronger user engagement across their websites.

The Relationship Between Sustainability Index and Effective Tax Rate: Empirical Evidence from Thai Listed Companies

2025-11-11T15:05:41+07:00

การศึกษานี้มีวัตถุประสงค์เพื่อศึกษาความสัมพันธ์ระหว่างดัชนีหุ้นยั่งยืนกับอัตราภาษีเงินได้ที่แท้จริงของบริษัทจดทะเบียนในตลาดหลักทรัพย์แห่งประเทศไทย เก็บรวบรวมข้อมูลจาก 547 บริษัท ตั้งแต่ปี 2562 ถึง 2566 รวมระยะเวลา 5 ปี คิดเป็น 2,343 ปีบริษัท วิเคราะห์ข้อมูลด้วยสถิติพรรณนาและการวิเคราะห์ถดถอยพหุคูณ

ผลการวิจัยพบว่าดัชนีหุ้นยั่งยืนมีความสัมพันธ์เชิงบวกกับอัตราภาษีเงินได้ที่แท้จริงอย่างมีนัยสำคัญทางสถิติที่ระดับ 0.10 โดยมีค่าสัมประสิทธิ์การวิเคราะห์ถดถอยพหุคูณเท่ากับ 0.035 และค่าสัมประสิทธิ์การตัดสินใจที่ปรับปรุงแล้วเท่ากับ 0.0269 แสดงให้เห็นว่าบริษัทจดทะเบียนที่มีการดำเนินธุรกิจอย่างยั่งยืน โดยคำนึงถึงปัจจัยด้านสิ่งแวดล้อม สังคม และบรรษัทภิบาล สามารถปฏิบัติตามข้อกำหนดด้านภาษีอากรอย่างเคร่งครัดส่งผลให้มีความสามารถในการจ่ายภาษีเพิ่มขึ้น