RMUTT Global Business and Economics Review

IMPACT OF SUSTAINABILITY PERFORMANCE AND FIRM CHARACTERISTICS ON EXPORT VALUE

Xiao Luo, Thanwarat Suwanna, Napaporn Nilapornkul — Tue, 01 Apr 2025 00:00:00 +0700

This research aims to study the impact of sustainability development, firm characteristics and technological innovation affecting export value, focusing on China's export group. Furthermore, it tests the intermediate variable of technological innovation. This is quantitative research based on secondary panel data from 2015 - 2022. The sample group consisted of 431 registered Chinese export companies. The statistics used were descriptive statistics. and multiple regression analysis. The research result shows that sustainability performance, or ESG, has a positive impact on export value. Firm characteristics as the number of employees, labor productivity and wage expenses have a great impact on technological innovation and export value. It also reveals that technological innovation plays a partial intermediary variable between labor productivity and export value. The research results reveal the positive impact of sustainability development and technological innovation on export value. This can be used to create an important strategy for increasing export efficiency.

THE INFLUENCING FACTORS OF UNIVERSITY MANAGEMENT'S BIG DATA TECHNOLOGY ADOPTION

Chunmei Shao, Surachai Traiwannakij — Tue, 01 Apr 2025 00:00:00 +0700

Big data is one of the most popular concepts and technologies in recent years. It has brought profound influence to our work, life, and study (Liu & Zhou, 2018). There are many factors affecting the use of big data technology in university management particularly the TOE (technology, organization, and environment) factor. Therefore, this paper aims to investigate the impacts of these TOE factors together with the demographic factors on the big data technology adoption. The quantitative method is applied in this study based on questionnaires which is designed in bilingual English and Chinese. The local university administrators of Yunnan Vocational College of Economy and Trade are used as population in this paper. The results obtained from the study indicate that differences in monthly income, working position, and working experiences generate differences in Big Data Technology Adoption. Based on the Multiple Linear Regression Analysis, it is found that University Technological Context, University Organizational Context, and University Environmental Context have positive impacts on Big Data Technology Adoption.

THE COMPETITIVE CONTEXT OF DURIAN BUSINESS OF EASTERN AGRICULTURAL COOPERATIVES

Phat Pisitkasem — Tue, 01 Apr 2025 00:00:00 +0700

The objectives of the research project on the Competitive Context of Durian Business of Eastern Agricultural Cooperatives are to examine the business climate and competitiveness of farmers operating in these cooperatives. Using chain sampling, ten farmers or those engaged in the production and distribution of durian within the Eastern Agricultural Cooperative served as key informants. In-depth interviews were the research technique used during this study. There was some structure to the interview. The information gathered has been put to use with content analysis. The study's findings indicated that the environmental factors of farmers who operate durian businesses in the Eastern Agricultural Cooperatives were at a high level in terms of Industry rivalry, Threat of new entry, Bargaining power of customers, and Bargaining power of suppliers. The only factor that was found to be at a low level was the Threat of substitute products or services. Thai durian possesses a sustainable competitive advantage in terms of reputation, image, and competitiveness. The quality and safety of the produce, as well as the research and development of GI durian, can provide a transient competitive advantage. However, there is a competitive disadvantage associated with the transportation of durian across the boundary.

THE ASSESSMENT TO COMPARED THE CARBON FOOTPRINT OF LAND TRANSPORTATION BETWEEN THE SITUATION BEFORE AND UNDER SITUATION COVID-19 PANDEMIC TO THE CONCEPT GREEN LOGISTIC: A CASE STUDY OF HIGHWAYS OF BANGKOK

Dussadee Mookda — Tue, 01 Apr 2025 00:00:00 +0700

A research study has been assessed to compare the carbon footprint of land transportation before and during the COVID-19 pandemic with the Concept Green Logistic A case study of Highways of Bangkok. The objective was to examine the carbon footprint of the land transport sector in both scenarios and propose an effective management approach for environmentally friendly cargo based on the Green Logistics concept. In the comparative analysis of the carbon footprint of land transportation before and during the COVID-19 pandemic, T-Test statistics were employed with a confidence level of 95% and a significance level of 0.05. The Carbon Footprint Assessment Model used a Cradle-to-Gate or Business-to-Business (B2B) approach. The results revealed a significant difference in the average amount of carbon dioxide emissions in the land transportation sector for cargo trucks before and during the COVID-19 pandemic. Interestingly, the pandemic situation did not appear to have a substantial impact on the land transportation system of the truck group in the Bangkok highway case study. An effective method to reduce greenhouse gas emissions involves transitioning to clean energy vehicles, with Battery Electric Vehicles (BEV) Another option for creating sustainability and reducing environmental impact today.

ANTECEDENTS INFLUENCING THE EFFICIENCY OF THE SUSTAINABLE DEVELOPMENT OF SILVER JEWELRY BUSINESS IN THAILAND

Chaiwat prasartpanyawut, Thanasuwit Tabhiranrak, Sittichai Thammasene — Tue, 01 Apr 2025 00:00:00 +0700

The objectives of this study are to 1) examine the effectiveness of sustainable development in the sterling silver jewelry business in Thailand, 2) analyze the causal factors affecting the development effectiveness, and 3) propose guidelines for sustainable development in the sterling silver jewelry business in Thailand. The research sample consists of 400 participants, including business operators, owners, and representatives of sterling silver jewelry businesses in Thailand, as well as 17 key informants. The statistics used in the study include frequency, percentage, mean, standard deviation, and structural equation modeling (SEM) analysis. The findings revealed that 1) the effectiveness of sustainable development in the sterling silver jewelry business in Thailand showed economic growth, market expansion, increased competitiveness, and social opportunities. Socially, it fostered pride and confidence, while environmentally, it reduced energy consumption in production processes. 2) The causal factors affecting effectiveness included green innovation, which influenced marketing strategies and business performance, marketing strategies impacting brand value and business effectiveness, and brand value contributing to business performance. 3) The proposed development guidelines include using appropriate marketing strategies, designing products based on market demands, adopting environmentally friendly technologies and materials, and focusing on quality and effective communication to build credibility and long-term sustainability.

THE IMPACT OF CEO TENURE ON SALES GROWTH: EMPIRICAL EVIDENCE FROM THAI LISTED COMPANIES

Nathaporn Gunnarapong, Suchat Thirasisombat, Wachira Boonyanet — Wed, 09 Apr 2025 00:00:00 +0700

This study investigates the impact of CEO tenure on sales growth in Thai listed companies from 2012 to 2021. Utilizing data from the Stock Exchange of Thailand (SETSMART) and Form 56-1 (One report), the study employs descriptive statistics and logistic regression analyses to examine the relationship between CEO tenure and sales growth. The findings reveal a significant negative association, indicating that extended CEO tenure may not enhance sales performance. Specifically, prolonged leadership under the same CEO tends to result in complacency, resistance to change, and reduced innovation, ultimately hindering the company's ability to adapt to market dynamics and drive sales growth. Additionally, the study identifies that return on assets (ROA) positively influences sales growth, while cash flows from operating activities negatively impact it. These insights contribute to the literature on corporate sustainability and turnaround strategies, offering practical implications for investors, management teams, and regulators in emerging markets.

FACTORS INFLUENCING THAI AND CHINESE CONSUMERS' ONLINE SHOPPING INTENTIONS

Yanhaojia Cheng, Nathaporn Gunnarapong, Sumalee Somnuk — Wed, 09 Apr 2025 00:00:00 +0700

The research investigates the factors influencing online shopping intentions among Thai and Chinese consumers, utilizing data from 400 participants (200 from each country). Employing Structural Equation Modeling (SEM), the study focuses on understanding how perceived ease of use, perceived risk, and trust impact online purchasing attitudes and intentions. The Technology Acceptance Model (TAM) serves as the theoretical foundation, assessing how these variables correlate with consumers' willingness to shop online. Key findings highlight that Thai consumers show a higher willingness to engage in online shopping than their Chinese counterparts, largely driven by perceived benefits such as convenience, price advantages, and trust in online platforms. The research further examines the role of perceived risk, noting its influence on consumer attitudes, particularly regarding product delivery reliability and trust in vendor platforms. A critical comparison of online shopping habits between the two countries reveals that Thai consumers are more responsive to marketing strategies like promotions and ease of access, while Chinese consumers prioritize trust and risk mitigation. The study concludes by emphasizing the growing role of digital infrastructure in shaping consumer behavior, particularly in the post-COVID era, where e-commerce has become increasingly prominent. The results suggest that improving trust and reducing perceived risks could enhance online shopping participation in both countries. The findings contribute to the broader understanding of consumer behavior in digital markets and offer strategic insights for businesses seeking to expand their e-commerce operations in Southeast Asia. The study highlights the importance of adapting marketing strategies to meet the unique preferences of each consumer group, thereby improving online sales.

THE IMPLEMENTATION OF BLOCKCHAIN TECHNOLOGY IN THAI AIRLINES INDUSTRY

Woraporn Akeatichod, Apirada Namsaeng, Supaporn Kupimai, Yongyut Lujintanon — Wed, 09 Apr 2025 00:00:00 +0700

This qualitative research aims to study the application of Blockchain technology to enhance market value for the airline industry and propose strategies to increase market value for airlines in Thailand using the Delphi technique. The key informants are 11 experts. The research findings indicate that the use of Blockchain technology in the airline industry in Thailand comprises three aspects 1) Application in the Aviation Industry, for example, using Blockchain technology for passenger identity verification. 2)Business Strategy, such as using Blockchain technology to support loyalty programs and manage various benefits, providing customers with alternative services to accumulate or redeem points. 3)Technology and Innovation, such as using Blockchain technology as an advantage in business development and the aviation industry in Thailand, creating differentiation for businesses that adopt it, thus gaining a competitive edge in the market.

IMPACT ON THE LIVELIHOOD ASSETS FROM THE CONVERSION OF MAIZE PRODUCTION SYSTEM TO THE INTEGRATED AGRICULTURAL SYSTEM IN NA NOI DISTRICT, NAN PROVINCE

Anoosara Jantasuwan, Budsara Limnirankul, Prathanthip Kramol, Sureeporn Sringam — Fri, 18 Apr 2025 00:00:00 +0700

The study aims to explore the demographic attributes, assets, and farmer's potentialities across three agricultural systems and examine the consequences of transitioning from a precedent maize production system under the DFID's sustainable livelihood framework. Understanding livelihood assets can reveal an approach to poverty reduction and the differences in production models suitable for the local context, emphasizing self-reliance in food and sustainable income generation, and aiding local agencies in planning community development. The research gathered data from 100 households for each farming system in Na Noi District, Nan Province. The research employs both qualitative and quantitative methodologies. The results show that integrated farming has younger, higher-educated farmers with a significant portion of their income from agriculture. Commercial farming has the lowest average landholding and highest annual expenses and debts due to the costs of commercial crop production. Semi-commercial farming provides intermediate outcomes between the other systems. Upon results consideration, it can be inferred that switching to integrated agriculture increases farmers' incomes, reduces expenses, improves debt repayment, boosts overall capital, enhances food security, and promotes sustainable agriculture by restoring the quality of soil, water, and air and helping farmers adapt to climate change.

THE MODEL OF SUSTAINABILITY PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN THAILAND

Apinya Pateepairor, Nopporn Chantaranamchoo — Fri, 18 Apr 2025 00:00:00 +0700

The objective of this research is to examine the sustainability model for the operations of small and medium-sized enterprises (SMEs) in Thailand. A stratified random sample of 300 SMEs in Thailand was used. The research tool was a questionnaire, and data analysis employed descriptive statistics and Composite-based SEM structural equation modeling. The findings reveal that (1) learning organizations (β=.27), networks (β=.25), and transformational leadership (β=.37) have a statistically significant influence on organizational innovation (R²=.65), (2) networks (β=.20) and transformational leadership (β=.55) have a statistically significant influence on operational sustainability, while learning organizations (β=.01) and organizational innovation (β=.10) have a statistically insignificant influence (R²=.63). This research suggests that entrepreneurs should promote continuous learning, support innovation, build internal and external networks, and develop inspiring leadership skills to enhance sustainability and long-term competitiveness.

OPTIMIZING MARITIME LOGISTICS FOR OFFSHORE OIL AND GAS OPERATIONS

Jumpon Supaproob, Kamonchanok Suthiwartnarueput — Fri, 25 Apr 2025 00:00:00 +0700

Maritime cargo transportation is crucial for the oil and gas industry in the Gulf of Thailand for the case company. However, the current utilization of cargo vessels is not optimized, particularly in terms of deck utilization, which is currently at only 63.57 percent. Additionally, the direct delivery routes to the destination platforms result in numerous platforms requiring cargo delivery. This necessitates the use of crew boats to transport crane operators to lift deck cargo onto various production platforms along the vessel's delivery route. Furthermore, the transportation of bulk cargo is conducted by fully loading the cargo vessel each voyage. However, destination rig often cannot accept bulk cargo due to insufficient storage space. This research studies methods to improve the transportation process by recommending a reduction in shipping frequency from 4 to 3 times a week and optimizing the shipping routes using the spoke-hub distribution theory. This involves consolidating deck cargo at selected production platforms and utilizing crew boats to help distribute the cargo. Additionally, it recommends the use of a bulk cargo ordering system based on the Material Requirement Planning (MRP) concept to reduce fuel costs for cargo vessels. Simulation tests indicate that the proposed improvement methods can reduce fuel costs by approximately 26.74 - 28.43 percent per year compared to the current shipping management practices of the case company, without affecting the transportation of goods and equipment to the operational areas.