AU Hybrid International Conference 2024 on " Entrepreneurship & Sustainability in the Digital Era" under the theme of "People Centric Knowledge in Intelligence World"

Factors Influencing Consumers’ Purchase Intention in Livestreaming E-commerce in China

Xiaodi Zhao, Yi Luo, Junhang Zhang — Wed, 25 Sep 2024 00:00:00 +0000

Purpose – The purpose of this research is to examine the significant influence of government regulation, GDP growth, platform marketing strategy, parasocial relationship, trust, and consumer confidence on purchase intention in livestreaming e-commerce in China. Design/Methodology/Approach – This research uses primary and secondary data collection methods to analyze the factors influencing live streaming e-commerce in China. The data was gathered from 401 respondents with livestreaming e-commerce shopping experience. To conduct a new conceptual framework, this research referred to five previous theoretical frameworks. Findings – This study intends to examine the factors influencing purchase intention in livestreaming e-commerce in China. The findings of this research demonstrated that government regulations, platform marketing strategy, and parasocial relationships have a significant influence on trust; GDP growth has a significant influence on consumer confidence; trust and consumer confidence have a significant influence on purchase intention in livestreaming e-commerce in China. Research Limitations/Implications – The main limitations of this research include limited samples and overlooked variables. Due to time constraints, the sample collection limitations may not fully represent diverse behaviors. The minimal variable differences and high standard deviation, possibly due to outliers, can affect the reliability. The model's low explanatory power, notably regarding GDP Growth's impact on Consumer Confidence, suggests a need for a more sophisticated approach. These caution against definitive conclusions, highlighting the need for delving into additional variables and employing a more complex model for a comprehensive understanding of Chinese consumer behavior in the context of live-streaming e-commerce. Originality/value – This research focuses on significant factors influencing live streaming e-commerce in China.

Keywords – Livestreaming, e-commerce, purchase intention, social media, China

JEL classification code – M31, M38, L81

In-app factors influencing customers' intention to use online food delivery application through smartphone in Bangkok

Wed, 25 Sep 2024 00:00:00 +0000

Purpose – The purpose of this research is to determine the significant influence of prior online purchase experience, information quality, ease of use, price, and perceived convenience towards customers’ intention to use online food delivery applications.

Design/Methodology/Approach – This research uses primary and secondary data collection methods to analyze the in-app factors influencing customers’ intention to use online food delivery applications. The data was collected from 385 respondents who live in Bangkok, have a smartphone that can access the internet, and have used online food delivery application prior in the past. This research referenced three theoretical frameworks from previous studies to construct a conceptual framework.

Findings – This research is intended to discover the in-app factors influencing customers’ intention to use online food delivery applications. The findings of this research shows that information quality, ease of use, and price have significant influence towards customers’ intention to use online food delivery applications.

Research Limitations/Implications – The limitations of this research was limited to Bangkok and focused on smartphone users with prior experience, potentially limiting its generalizability. The results suggest that competitive prices, clear menus, and an easy-to-use interface are key factors in attracting users.

Originality/Value – This research focuses on significant in-app factors influencing customers’ intention to use online food delivery applications.

Keywords – Prior Online Purchase Experience, Information Quality, Ease of Use, Price, Perceived Convenience, Intention to Use Online Food Delivery Application

JEL classification code – M30, M31, D12

The Factors Influencing Banking Employee Engagement in Thailand

Jitlada Jaipat — Wed, 25 Sep 2024 00:00:00 +0000

Abstract

This study proposes to investigate factors influencing banking employee engagement in Thailand. The objectives of this study were: 1) to study the banking employee engagement; and 2) to study the factors influencing banking employee engagement in Thailand. The questionnaire was distributed to 391 respondents who are banking employees in Thailand. The study utilized quantitative research methods through the convenience sampling technique consisting of online surveys and the Snowball, which uses electronic questionnaires to apply Cronbach’s alpha, descriptive and inferential statistical analysis methods to assess the reliability of the questionnaire, demographic information analysis, and hypothesis testing. The study results were: 1) Three crucial factors influencing banking employee engagement consist of administrator leadership, communication, and compensation. Together, these three independent variables could explain 44.0% of the variation in banking employee engagement. 2) The most potential factor influencing banking employee engagement is administrator leadership at 41.4%. Following communication and compensation in descending order 3) Two factors indicated a P value or significant value over 0.05 consist of rewards and recognition and work environment, which interprets these variables as having a significant influence on banking employee engagement in Thailand.

Influential Factors of Moocs on Piano Lesson at University Level in China

Jingjing Huang, Apichart Intravisit — Wed, 25 Sep 2024 00:00:00 +0000

Purpose: 1)Investigate the factors that influence Chinese undergraduates enrolled in piano performance major at Chinese universities to use MOOCs for learning their online piano courses. 2)Identify the extent to which the factors for Chinese undergraduates enrolled in piano performance major at Chinese universities have influence on their intention to use MOOCs to learn online piano course. Research design, data and methodology: By a quantitative method, through online questionnaires, this study surveyed 402 piano-performance major students from 295 universities in China. The survey was conducted from July to October 2023. This study utilized Descriptive Analysis, Reliability Analysis, and Inferential Analysis to analyze the data collected through the survey instrument. Results: The results of Cronbach’s Alpha analysis show that all variables are reliable, with α > 0.6. With Regression Analyses, the results of this study reveal that all independent and mediating variables exhibit their influences on MOOCs Use Intention, which is the dependent variable. Conclusions: Recommendations concentrate on MOOCs’ improvement of online piano course, since the results show a strong likelihood for MOOCs to be equally popular among the young students, as opposed to the one-to-one traditional piano lessons.

The Influencing Factors of Customer Trust towards KPLUS in Thailand

Palita Boonkum, Preecha Methavasaraphak — Wed, 25 Sep 2024 00:00:00 +0000

This research aims to identify and investigate the influencing factors of customer trust towards KPLUS in Thailand. The objectives of this study were: 1) to study customer trust towards KPLUS; and 2) to study the influencing factors of customer trust towards KPLUS in Thailand. The questionnaires were distributed online with a sample size of 413 using Google Forms, randomly selected through a combination of convenience sampling, snowball sampling, and purposive sampling, all falling under the non-probability sampling method. Subsequently, the information from all respondents was analyzed using the SPSS program. The study covers two analyses: descriptive analysis, and multiple regression analysis. The study results were: 1) Four crucial factors significantly influenced customer trust towards KPLUS in Thailand consist of corporate reputation, internet banking security, internet banking privacy, and perceived ease of use. These factors explained customer trust towards KPLUS in Thailand at 88.8 percent 2) The most influencing factor of customer trust towards KPLUS was internet banking security at 43.4%. This was followed by internet banking privacy, corporate reputation, and perceived ease of use respectively. 3) The study provides recommendations to assist KASIKORNBANK in improving KPLUS to garner more customer trust, recognizing customer trust as a key factor for long-term business success.

Factors influencing purchase intention toward “BYD-Build Your Dream” Electronic Vehicles of office workers in Bangkok.

Jutamas Joysa, Seongdok Kim — Wed, 25 Sep 2024 00:00:00 +0000

This research studied factors influencing purchase intention toward “BYD” Electronic Vehicles of office workers in Bangkok to analyze significant factors that BYD need to focus on Thailand market segment. This study aims to examine factors influencing purchase intention toward “BYD” Electronic Vehicles of office workers in Bangkok to be the guideline for BYD company in order to achieve selling target and maintain the highest market share in electric vehicles market in Thailand. The theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB) and Theory of PEST analysis were applied to find the preliminary significant factors towards BYD purchase intention. Researcher applied Convenience Sampling Method and Snowball Sampling Method in this study. This study was quantitative research which applied Cronbach’s Alpha, Descriptive Analysis, Correlation Analysis, and Multiple Linear Regression to analyze the level of influencing of independent variables (Attitude, Subjective Norm, Environmental Concern, Government Policy, Charging Infrastructure) to dependent variable (Purchase Intention). The questionnaire has been distributed to people who work in organizations located in Bangkok and are interested in purchasing electronic vehicles in the future and received valid answers from 400 respondents. The result of this study can be summarized that government policy positively impacts charging infrastructure and charging infrastructure also positively impacts purchase intention towards “BYD” Electronic Vehicle. Not only charging infrastructure factors, but the result also indicated that attitude, subjective norm are the factors which showed positively impact towards “BYD” Electronic Vehicle purchase intention. On the other hand, environmental concern and government policy have no significant towards “BYD” Electronic Vehicle. The result of this study can highlight the significantly key point that BYD should consider if BYD would like to maintain the status of Thailand market leading. Moreover, BYD can extend the result of this study to applied with the company strategy, marketing strategy, and stakeholder strategy for increasing BYD competitive advantage.

A process model for creating a brand in Japanese small business

Yuhsuke Inagaki, Shintaro katsura — Wed, 25 Sep 2024 00:00:00 +0000

This paper examines the process through which small firms with few management resources build their brands. We have considered small firms in the manufacturing industry for this case study. Building an in-house brand involves management strategy, business planning, and management evaluation in Phase 1; product development in Phase 2; customer development and distribution in Phase 3; and human resource development in Phase 4. Through this study, we have presented a specific framework for brand building and corporate growth.

Factors Influencing Generation Z's Apparel Purchasing Decisions Towards Livestream Shopping in Bangkok, Thailand

Suchaya Tokunalai, Preecha Methavasaraphak — Wed, 25 Sep 2024 00:00:00 +0000

Purpose: This study aims to evaluate the factors influencing generation Z on apparel purchasing decision towards livestream shopping. The five factors were used in this study which included perceived usefulness, trust, perceived quality, influencer, and perceived enjoyment. This study conducted in Bangkok, Thailand using non-probability method based on convenience and snowball method by distributing electronic questionnaires via Microsoft forms. The total of 420 samples used in this study are generation Z who born between 1997 to 2009, lived in Bangkok for 1 year, and have experience in livestream shopping within 1 year. In the research result, it showed that perceived usefulness has no significant influence on purchase decision, and there is not a significant influence of trust on purchase decision as well. However, there are 3 factors which have positive relationship with purchase decision. The result showed that perceived quality influences on purchase decision, influencer indicates a positive influence on purchase decision. Lastly, there is a significant influence of perceived enjoyment on purchase decision towards livestream shopping. Together, these three independent variables could explain 13.5% of the variation in purchase decision towards livestream shopping, with perceived enjoyment having the most significant influence on purchase decision towards livestream shopping at 24.8%.

Influencing Factors Led Local Consumer's Bang Sue District Revisits to Shopping Mall nearby: A Comparison between Wongsawang Shopping Mall and Gateway at Bang Sue

Sarut Sitthichaiyakul, Pimchanok Hunnimitr , Jiaji Liu, Chompu Nuangjamnong — Wed, 25 Sep 2024 00:00:00 +0000

Purpose – This research aims to analyze the influencing factors that lead local consumers in the Bang Sue district to revisit nearby shopping malls: a comparison between Wongsawang Shopping Mall and Gateway at Bang Sue. Design/Methodology/Approach – The study employs both primary and secondary data collection methods to analyze the factors influencing local consumers' revisits to shopping malls in the Bang Sue district. The data were gathered from 394 respondents residing in Bang Sue district, expressing a desire to revisit Wongsawang shopping mall and Gateway at Bang Sue. The research incorporates three theoretical frameworks from previous studies to create a new conceptual framework. Findings – The research investigates the factors influencing residents of Bang Sue to revisit nearby malls, highlighting the significant impact of mall atmosphere on the overall mall experience and the influence of retail tenant mix. Mall experience, in turn, significantly affects the likelihood of revisiting a shopping mall, while the retail tenant mix has a notable influence on local consumers in the Bang Sue district revisiting nearby shopping malls. Research Limitations/Implications – The study underscores the significance of overall shopping mall factors in influencing customers to revisit nearby malls. A positive environment, encompassing aesthetics, cleanliness, lighting, and amenities, plays a crucial role. While tenant mix may not directly impact the mall experience, it remains vital for overall attractiveness. Limitations include a focus on revisiting customers in the Bang Sue district, potentially limiting generalizability to different locations and types of malls. Geographical and spatial differences may influence customer decision-making when revisiting malls.

Keywords: Mall Perception, Mall Atmosphere, Retail Tenant Mix, Mall Experience, Revisit Shopping Mall

JEL Classification Code – L81, L85, M20, M30

Investigating Factors Influencing the Purchasing Intention of Electric Vehicles among Rural Thai Consumers

Nutthanan Ariyamongkolcharoen, Tayakorn Prachansit, Chompu Nuangjamnong — Wed, 25 Sep 2024 00:00:00 +0000

Purpose – The purpose of this research is to analyze the significant influence of environmental concern, social influence, performance expectancy, attitude toward EV innovation toward purchasing EV car intention. Design/Methodology/Approach – The research employs primary and secondary data collection methods to conduct an analysis among factors influencing EV car purchasing intentions. The data was collected among 390 respondents who are interested in EV cars and live in upcountry of Thailand. This research referenced three theoretical frameworks from previous studies for conducting a new conceptual framework. Findings – This research is intended to investigate factors influencing Electric Vehicles Purchasing Intention of Thai People in Upcountry. Followed by the findings of this research represented environmental concern, social influence and performance expectancy which have relationships toward attitude toward EV innovation. Lastly, attitude toward EV innovation directly influence EV car purchase intention. Research Limitations/Implications – The limitations of the research displayed several elements limit among factors influencing Electric Vehicles Purchasing Intention of Thai People in Upcountry. The scope of this study focused only on purchasing intentions of Thai People in Upcountry. Moreover, this research focused on the people who have experience with electric car and interest on electric car. Originality/value – This research focuses on significant factors influencing Electric Vehicles Purchasing Intention of Thai People in Upcountry.

Keywords – Environmental concern, Purchase intention, Social influence, Performance expectancy, attitude toward EV innovation

JEL classification code – O13, O18, O32

Factors Influencing Customer Satisfaction and Repurchase Intentions on E-commerce Platforms: A Case Study of Generation Y Consumers in Bangkok, Thailand

Arnada Jamonong, Xiaocheng Tong, Taminee Shinasharkey — Wed, 25 Sep 2024 00:00:00 +0000

Purpose – This research aimed to analyze the factors influencing perceived ease of use, perceived usefulness, perceived value, online shopping experience, customer satisfaction toward online repurchase intention on E-commerce platform. Design/Methodology/Approach – The research employed primary and secondary data collection methods to conduct an analysis among factors influencing customer satisfaction and repurchase intention on E-commerce platform. The data was collected among 396 respondents of GenY people who live in Bangkok. The conceptual framework of this research was based on three theoretical frameworks of previous studies. Findings – This research intended to investigate factors influencing customer satisfaction and repurchase intentions on E-commerce platforms. The findings showed that perceived value and online experience have a significant influence to customer satisfaction. Perceived ease of use along with perceived usefulness have relationships toward customer satisfaction. The impact on online repurchase intention was not obvious. Lastly, customer satisfaction directly influenced online repurchase intentions. Research Limitations/Implications – The scope of this research focused only on online repurchase intentions of Gen Y in Bangkok. In addition, this research focused on people living in Bangkok, therefore it may not be applicable to different countries.

Keywords – perceived ease of use, perceived usefulness, perceived value, online shopping experience, customer satisfaction and online repurchase intention.

JEL classification code – M20, M21

The Factors Influencing Chinese Parents’ Online Course Purchase Intention

Xiwen Miao, Preecha Methavasaraphak — Wed, 25 Sep 2024 00:00:00 +0000

This study investigates the factors influencing parental purchase intentions regarding online courses for their children in China. Through quantitative analysis involving 410 participants, we found that performance expectations, effort expectations, social influence, and facilitating conditions significantly influence parental purchase intentions. The findings underscore the importance of considering these factors in designing and promoting online education products tailored to the needs of children and their parents. Ultimately, understanding these factors can contribute to enhancing the quality and accessibility of online education, ensuring equitable access to educational resources, and providing enriching learning experiences for a broader audience. These factors explained parental purchase intentions at 74.8 percent (Adjusted R² = 0.748), which facilitating conditions was most significant influenced parental purchase intentions at 28.1 percent (Beta=0.281).

A Case Study of a Mechanism to Create Local Value Using Local Resources

Katsumi Nobuta, Shintaro katsura — Wed, 25 Sep 2024 00:00:00 +0000

Purpose: The purpose of this study is to elucidate the mechanism of value creation. While novel strategies for utilizing forest resources are expected worldwide, Japan has the potential to utilize forest resources for tourism. In this paper, we conducted a literature review on advanced forest therapy projects in Japan and conducted interviews with the people involved. Furthermore, a strategic analysis framework of regional economic value chains was used to explain the value creation mechanism of tourism management.

Exploring the Nexus of Entrepreneurship, Sustainability, and Digital Innovation: Understanding Factors Influencing International Students' Behavioural Intentions towards Online Food Delivery Apps in Post-COVID Bangkok

Jiraporn Saekor, Yiyang Tian, Poonphon Suesaowaluk — Wed, 25 Sep 2024 00:00:00 +0000

Purpose: The purpose of this study is to analyze the significant influence of performance expectancy, effort expectancy, social influence, and behavioral intention toward online food delivery applications.

Design/Methodology/Approach: The researcher employed primary and secondary data collection methods to analyze factors influencing behavioral intentions toward using online food delivery applications. The data was collected among 398 respondents studying at a Thai university located in Bangkok. This research used theoretical frameworks from previous studies to construct a new conceptual framework.

Findings: This research is intended to investigate factors influencing behavioral intentions to use online food delivery applications. This research indicated that performance expectancy, effort expectancy, and social influence have a significant influence on behavioral intention toward using online food delivery applications. Moreover, behavioral intention is also directly influenced by using online food delivery applications.

Research Limitations/Implications: The limitations of the research revealed several factors influencing online food delivery applications used by individual international students in Bangkok. The scope of this study focused only on the intentions of international students who are studying in Bangkok. Moreover, this research focused on the international students in Bangkok, so it might not apply to different nations. However, personal preference factors would have different consideration points toward their decision to use online food delivery applications.

Keywords: Performance Expectancy, Effort Expectancy, Social Influence, Behavioral Intention, Use Delivery Application Behavior

JEL Classification Code: M16, M31, M14, M19

Securing the Future through Lifelong Learning: Some Indian Viewpoints

Geeta Nair — Wed, 25 Sep 2024 00:00:00 +0000

This research paper focuses an emerging trend of distance education and online learning witnessed by several nations. The area is covered under Mode I of the General Agreement of Trade in Services (GATS) of the World Trade Organization (WTO) and is fast gaining currency across the globe with major players like the established ones of the West; along with emerging nations like India from the East. It also represents Goal 4 of the Sustainable Development Goals to be attained by 2030. This makes perfect economic sense as it synchronizes all stakeholders’ interests by matching rising demand and aspirations of the youth with not so flexible supply of higher education services in our quest for people-centric and inclusive development. The costs and logistics also create a ‘win-win’ situation for all. Adult education is the greatest beneficiary as ‘second chances’ are created for the ones who the first one; thereby widening people’s choices and opportunities to nurture human resource development. This macro trend is qualitatively enhanced by sharing a micro-level experiment of ‘reaching the unreached’ based on the preliminary findings of my Minor research project.

Conference Sub-theme: Social sciences, education, multidisciplinary: Others.

Key words: distance education, win-win situation, second chances, Minor research.

Emotional Intelligence and Agility: Catalysts for Entrepreneurial Resilience

Khushboo Bhatt, Reshma Sable — Wed, 25 Sep 2024 00:00:00 +0000

Purpose: This research aims to investigate the relationship between Emotional Intelligence (EI) and Emotional Agility (EA) among entrepreneurs, as well as to identify factors influencing these emotional competencies within the entrepreneurial domain. Research design, data and methodology: The study employs a mixed-methods approach, utilizing surveys, interviews, and behavioral observations to collect data from a sample of entrepreneurs. Quantitative data analysis techniques, including correlation analysis and factor analysis, are employed to examine the relationship between EI and EA and explore the underlying factors affecting these constructs. Additionally, Confirmatory Factor Analysis is utilized to validate the newly identified factors influencing emotional competencies among entrepreneurs. Results: The findings reveal a significant correlation between EI and EA among entrepreneurs, highlighting the interconnectedness of these emotional competencies in driving entrepreneurial success. Moreover, several new factors, including Leadership Effectiveness, Resilience, Emotional Resilience, Adaptability, Persuasive Resilience, and Emotional Awareness, are identified as influencing EI and EA within the entrepreneurial domain. Confirmatory Factor Analysis confirms the validity of these factors, further enhancing the robustness of the findings. Conclusions: This research emphasizes the importance of emotional intelligence and agility in entrepreneurship and broadens our understanding of the multifaceted factors influencing these constructs. The findings have significant implications for recruitment and selection processes, leadership development programs, performance management practices, organizational culture, and change management initiatives within entrepreneurial ventures. By incorporating these insights into managerial practices, organizations can foster a more resilient, adaptive, and emotionally intelligent workforce, ultimately enhancing organizational effectiveness and success in the dynamic entrepreneurial landscape.

Visamo Tiffin Seva: A Case of Affective Social Entrepreneurship in rural Gujarat, India

Reshma Sable — Wed, 25 Sep 2024 00:00:00 +0000

Purpose – The aim of this case study is to investigate the functioning of Visamo Tiffin Seva (VTS) – an enterprise based on social commitment intended to feed the homeless and elderly people. Visamo Tifin Seva, a charitable organization operated from a small village named Vaso in Gujarat, India, is a successful venture known for serving the elderly needy people. VTS ensures to provide free food to those who cannot afford to earn or cook it for their own self. Main reason behind investigating VTS is to understand the journey of VTS and the strategies adopted by VTS to meet the challenges faced during the extraordinary journey. Further the case study also aims at identifying the entrepreneurial approach or model adopted by VTS and the critical factors that affects the success of Visamo Tifin Seva. Permissions were seeked to use the data collected through interviews for case building. Design/Methodology/Approach – For the purpose of study, data was collected from 71 stakeholders of Visamo Tiffin Seva. The sample constituted of Founder-1, the Support staff-12, Service staff-08, the Donors-24, and the Beneficiaries-26. Semi-structured interviews were conducted (n=32). Interviews were also conducted with the staff members (service providers) of VTS as well as an in-depth interaction was carried out with the owner of VTS. This approach was adopted to understand the functioning of VTS and to investigate in the birth and growth of VTS. Further, the secondary information for building the case on VTS was collected from the VTS’s website and the websites of newspapers where the articles and success stories of VTS were published. Findings – The case information concludes in identifying a new model of social entrepreneurship adopted by VTS which is named as Affective-Social-Entrepreneurship. This model operates on the basis of Empathetic Approach for others and particularly the society at large. This case study also resulted in identification of certain factors which can be said as the critical success factors in the journey if VTS, viz. Crowdfunding, Community Support and Participation, Efficient Communication and Advocacy, Creating and Adjusting to Changing Conditions and Forming Strategic Alliances. Research Limitations/Implications – The case was developed on the basis of the information received during the interviews and interactions with the VTS beneficiaries, VTS founder, VTS staff or service provides and the already exiting literature related to VTS on various websites. Sparse information resources serve as a major limitation of the study.

Sustainability of Digital Education: Impact on College Students' Well-being and E-Classroom Dynamics

Tanuja Khan, Jomi Panithas Antony — Wed, 25 Sep 2024 00:00:00 +0000

The present quantitative study examines the attitudes of 390 commerce undergraduate students toward digital education, with a focus on sustainability implications. Using self-reported questionnaires administered through SMART software, data were collected to assess perceived ease of use, usefulness, psychological well-being, and e-classroom interaction. Stratified random sampling ensured representativeness across different academic years and demographics in the Madhya Pradesh region. Descriptive statistics, correlation analysis, and regression analysis were conducted using Smart Pls-4. Results highlight varying perceptions among students regarding digital education, with most finding it user-friendly and useful, yet concerns persist regarding e-classroom interaction and psychological well-being. The study identifies predictors of attitudes toward digital education, emphasizing the importance of tailored approaches to promote sustainability and meaningful engagement. Ethical considerations were prioritized, ensuring participant confidentiality and adherence to ethical guidelines. These findings contribute insights for educators, policymakers, and institutions seeking to enhance digital learning practices sustainably in the 21st century.

A Study on Cybercrime Awareness among Youth in Maharashtra

Navin Punjabi — Wed, 25 Sep 2024 00:00:00 +0000

Every minute in India a new user is using the internet. The increasing integration of digital platforms and devices presents a challenge in protecting the youth from cybercrimes. Moreover, the stark truth is that internet users are not updated with the latest cyber threats and security concerns. Therefore, the primary question about this research paper is to know to awareness level of youth in Maharashtra. Primary and secondary data have been collected through questionnaires and journals, newspaper articles, and Government reports respectively. Chi-square test is used to test the hypothesis. The questionnaire was sent to 110 individuals out of which 85 respondents replied effectively. To collect data non-probabilistic convenient sampling method is used. According to the research paper, almost 37% of the respondents have fallen victim to these scams, yet 51% of them are either unaware of them or have never attended a session on the subject. Furthermore, there is no correlation between the awareness level of Maharashtra's youth and age or gender.

Deciphering Investor Adoption of Digital Gold: A UTAUT Model Perspective

Archana Sarkar, Gaurav Rajput — Wed, 25 Sep 2024 00:00:00 +0000

Purpose: The advent of the digital revolution in the gold market has given rise to digital gold as a viable investment avenue. When juxtaposed with traditional physical investments, gold exhibits significantly greater potential for generating returns compared to other asset types. As gold is a haven for political risk, economic risk, and war, to hedge and reduce risks from other investments, this study was focused mainly on to assess the factors affecting individual investor’s behaviour intention to invest in digital gold. Based on the unified theory of acceptance and use of technology (UTAUT) model this study contended that performance expectancy, effort expectancy, social influence and facilitating condition influence their intention to invest in digital gold. The findings revealed that. Research design, data and methodology: A self-administered questionnaire was developed and distributed online, yielding a total of 200 responses, which were analyzed using structural equation modelling. Results: The findings revealed that performance expectancy and facilitating condition significantly affect the behaviour intention of investor investing in digital gold.

Effects of Design Thinking Integration on Organization Dynamics and Innovation Outcomes in Thai Organizations

Thitiporn Tantivirun, Kitikorn Dowpiset, Pakkhara Ruangsiriradecho — Wed, 25 Sep 2024 00:00:00 +0000

Purpose: The purpose of the study is to analyze the advantages of integrating design thinking in an organization in Thailand, and its effect on organization dynamics and influencing innovation outcomes. Design/Methodology/Approach: The research methodology involves qualitative interviews with organizational leaders and literature review. Thematic analysis is applied to interview data. Findings: The findings highlight the benefits of design thinking in influencing organization dynamics and fostering innovation outcomes within the context of Thai organizations.

Originality/Value: This study contributes to the understanding of the practical benefits of design thinking in shaping organization dynamics and influencing innovation outcomes within the unique business landscape of Thailand, offering insights that can be applied to enhance organizational creativity and problem-solving.

How Much Is Clean Air Worth? A Case Study of South Delhi Regions in India

Rani Tyagi — Wed, 25 Sep 2024 00:00:00 +0000

Air pollution is one of the most pressing problems in India, taking millions of lives annually. Despite unprecedented air quality deterioration, little is known about individuals’ preferences for air quality improvement in India. As a first step, this study presents results from the preferences for air quality improvement of inhabitants in South Delhi, India, which is part of the city of Delhi and where air pollution is causing extensive health hazards. Adequate knowledge about individuals’ preferences can help in designing more effective health and environmental policies. Overall, we find a significant willingness to pay for improving the air quality in South Delhi. As expected, people with a higher level of education and a higher income are more willing to pay to alleviate and prevent the effects of air pollution. At the same time, significant gender effects are identified; women seem to have more homogeneous preferences regarding air quality than men. Furthermore, due to income inequalities, a significant number of respondents are not willing to pay.

Understanding The Dynamics of Brand Equity Formation: A Pilot Study of Ondoor and Emerging Retail Ventures

Neelakshi Arora, Priya Ahuja, Rahul Joshi , Geetanjali Shrivastava — Wed, 25 Sep 2024 00:00:00 +0000

Purpose: The primary objective of this study is to interpret the complex relationship between various factors contributing to the brand equity of the emerging retail venture "Ondoor,” focusing on three distinct types of variables: independent, intervening, and dependent. The independent variables incorporate brand awareness, brand image, brand loyalty, and brand association. Customer satisfaction serves as the intervening variable, while brand equity at Ondoor is the dependent variable. By identifying and analyzing these variables, we aim to provide valuable insights for businesses to enhance their brand equity strategies. Methodology: This research utilizes a quantitative methodology, employing surveys to gather data on brand awareness, brand image, brand loyalty, brand association, customer satisfaction, and brand equity. A structured questionnaire is distributed to a sample of Ondoor customers, and the collected responses are analyzed using statistical software such as Smart PLS4 and Jamovi. Findings: The research findings emphasize the pivotal roles played by brand association and customer satisfaction in driving brand equity for Ondoor. It is revealed that brand associations significantly affect brand equity, indicating the importance of promoting positive perceptions and connections with the brand among consumers. Customer satisfaction emerges as a crucial intervening factor, with a notable influence on brand equity. Satisfied customers are more likely to exhibit better brand loyalty and contribute positively to brand equity. Managerial Implications: The study emphasizes how crucial it is to focus resources on creating and preserving strong brand connections for Ondoor and related businesses. By actively influencing consumers' thoughts and connections with the brand, businesses may increase the value of their brand equity and cultivate a devoted following. Putting more of an emphasis on improving customer happiness helps build brand equity. Value of Originality: By highlighting the importance of brand association and customer happiness as major drivers of brand equity, particularly within the context of Ondoor, this research adds to the body of previous knowledge. Businesses may achieve a competitive advantage and promote long-term brand growth in the ever-changing marketplace by incorporating these insights into their strategic decision-making processes.

Analysing the factors influencing the engagement level of employees working in the Manufacturing Sector in Madhya Pradesh, India.

Jessy John — Wed, 25 Sep 2024 00:00:00 +0000

This research paper presents a detailed research design for a survey-based study aimed at measuring employee engagement in the manufacturing industry. The study adopts a descriptive approach and utilizes a questionnaire-based methodology to gather data from employees of manufacturing sector companies located in Mandideep, Madhyapradesh. The research objectives include determining the level of employee engagement, analyzing factors influencing engagement, and investigating the impact of demographic variables. The null hypothesis states that employees in the manufacturing industry do not exhibit employee engagement, while the alternative hypothesis postulates that such engagement does exist. The study further explored to find out the major factors influencing the engagement level of employees in the manufacturing Sector.

Analysing Internal Marketing Practices: A Case Study of Proficient Minds

Gomathi Sankar Jeganathan, Shruti Meena G, Pooja Gupta, Ketki Kulkarni — Wed, 25 Sep 2024 00:00:00 +0000

This study investigates the internal marketing practices implemented within Proficient Minds, aiming to uncover key dimensions and their influence on internal outcomes. Through exploratory factor analysis, five distinct dimensions were identified: Formal Written Communication, Information Dissemination, Response, Formal Face-to-Face Communication, and Informal Communication. These findings highlight the organization's diverse approach to engaging with internal stakeholders, with an emphasis on structured communication channels and transparent information sharing. The structural model analysis further reveals significant positive relationships between communication practices and internal responses, emphasizing the importance of effective internal marketing strategies in shaping organizational dynamics and fostering employee engagement. Overall, this research contributes to the understanding of internal marketing practices and offers insights that can inform organizational leaders in optimizing their internal communication strategies to enhance organizational effectiveness.

Harmonizing Lifestyle and Environment in the Digital Era: A Framework for Sustainable Living (LiFE)

Lila Simon, Sheena Thomas — Wed, 25 Sep 2024 00:00:00 +0000

A “sustainable lifestyle” is a cluster of habits and patterns of behavior embedded in a society and facilitated by institutions, norms and infrastructures that frame individual choice, in order to minimize the use of natural resources and generation of wastes, while supporting fairness and prosperity for all. India is a young country with 50% of its population below the age of 25. The choices of the youth and their Lifestyle indeed shapes the economy of any country. At this juncture when India aims to be in the league of developed countries by 2047, it's important to understand the mindset of the youth towards protecting the environment and promoting sustainable development especially in the digital era. The vision of LiFE is to live a lifestyle that is in tune with our planet and does not harm it. The purpose of the study was to understand the behavior of the youth towards Lifestyle for Environment (LiFE) particularly in domains of Energy consumption, water management, and buying sustainable products. A Self-reported questionnaire was prepared on LiFE and data was collected from 350 youths in central India. The data was analyzed using percentage. The results indicate that the youth values the environment and takes measures to reduce, reuse and recycle the consumptions.

Analyzing financial distress in the automobile industry: a comparative study of Altman Z-Score, Springate S-Score, Zmijewski Z-Score, and Grover G-Score

Bhumika Bunker, Ishita Ajit, Rohit Robin Jacob, Sahil Rajput — Wed, 25 Sep 2024 00:00:00 +0000

Purpose: The main purpose of the present study is to examine the predictive quality of four financial distress models, including the Altman, Springate, Zmijewski, and Grover models, and the disparity in the capability of the models in predicting financial distress for the Indian automobile sector. Methodology: Logistic regression was utilized in the study, and the dependent variable is demonstrated as a binary variable. While the independent variables include the Altman Z-Score, Springate S-Score, Zmijewski Z-Score, and Grover G-Score, A subset of 10 automotive firms was selected. The secondary data was taken from the websites Money control, NSE, and BSE, and a 10-year time interval was taken from 2013–14 to 2022–23 for detailed evaluation over time. Result authentication and data configuration, along with their hypotheses, were determined by software like EViews 10 and Microsoft Excel 365. Findings: The results indicate that among the four independent variables, only the Zmijewski model shows a statistically significant relationship with the dependent variable, financial distress, and can predict distress with 62% accuracy. Practical Implications: The study’s insights are crucial, highlighting the significance of the Zmijewski model and guiding its prioritized use in distress analysis. The study also exposes the gaps among the distress models, enabling the ease of model selection for managers and investors. Originality/Value: This research will be extremely useful for financial distress model selection and financial risk management in the particular industry context.

Keywords: #Financial distress, #Altman’s Z-Score, #Springate S-Score, #Zmijewski Z-Score, #Grover’s G-Score, #Indian #Automobile Sector

Impact of The Cash Conversion Cycle on Financial Performance: A Study of the Tyre Manufacturing Sector

Bhumika Bunker, Mayank Chandwani, Deepanshi Vishwakarma, Sahil Rajput — Wed, 25 Sep 2024 00:00:00 +0000

Purpose: The purpose of the study is to examine the impact of certain factors, including CCC, ATO, AT, NPM, LEV, FS, and TQ, on the financial performance (ROA) of the firms belonging to the sector: Indian Tyres and Allied. Methodology: The least squares regression method is used to study the impact of seven independent variables on ROA. A set of five tire firms was selected, and a 10-year time interval was taken from 2013–14 to 2022–23 for data evaluation. Findings: The results indicate that cash conversion cycle (CCC), asset turnover (ATO), and net profit margin (NPM) are statistically significant predictors of return on assets (ROA), having 84.15% of the impact on the financial performance (ROA) of the selected firms.Practical Implications: The study highlights the notable influence of CCC, ATO, and NPM on ROA, thus enabling us to focus on the pivotal variables that impact financial performance. Originality/Value: This research will be extremely useful to target and focus on the factors that influence the financial performance of the firm in the particular industry context.

Keywords: #Financial Performance, #Return on Assets, #Cash Conversion Cycle, #Asset Turnover Ratio, #Asset Tangibility, #Net Profit Ratio, #Financial Leverage, #Firm size, #Tobin’s Q, #Indian Tyre, #allied sector.

Exploring the Influence of Green Marketing on Green Customer Loyalty for Eco-friendly resorts in Phuket Island

Mahima Jain, Chompu Nuangjamnong — Wed, 25 Sep 2024 00:00:00 +0000

Purpose – This study aims to analyze the relationship of green marketing, customer trust, green image, customer satisfaction on green customer loyalty for eco-friendly resorts in Phuket Island. Design/Methodology/Approach – The research aims to use primary and secondary data gathering methods to perform an analysis to explore the influence of green marketing on green customer loyalty for Phuket Island’s eco-friendly resorts. The information was gathered from 390 respondents who had visited Phuket Island’s eco-friendly resorts. In order to develop the conceptual framework, this study referred to four existing theoretical frameworks. Findings – This study is intended to explore the influence of green marketing on green customer loyalty. Followed by the findings of this research represented green marketing has a significant influence on customer satisfaction whereas customer trust has no significant influence on customer satisfaction. Green marketing, customer satisfaction and customer trust have a significant influence on green customer loyalty. However, green image has no significant influence on green customer loyalty. Research Limitations/Implications – The limitations of the research showed several elements to explore the influence of green marketing on green customer loyalty for eco-friendly resorts in Phuket Island. The study's focus on Phuket visitors may not apply to other eco-tourism locations, and eco-friendly resorts were preferred over other accommodations. Quantitative methods may overlook factors influencing tourist decisions, while qualitative methods like focus groups or interviews provide more in-depth insights. The sample size of 390 respondents may not accurately represent green tourists. Originality/value – This study on the influence of green marketing on green customer loyalty for eco-friendly resorts in Phuket Island.

Keywords – Green Marketing, Customer Trust, Green Image, Customer Satisfaction, Green Customer Loyalty.

JEL classification code – Z30, Z31, Z32, Z33

Uncovering the Dynamics of Leadership, Learning, Innovation and Culture in Saudi Embassies

Rawan Hussain M. Baggashi, Chompu Nuangjamnong — Wed, 25 Sep 2024 00:00:00 +0000

Purpose – The purpose of this research is to uncover the Dynamics of Leadership, Learning, Innovation and Culture in Saudi Embassies, and to analyze their impact on each other. Design/Methodology/Approach – This research employs primary and secondary research methods to understand the relationship between Leadership, Learning, Innovation and Culture at Saudi Embassies. Using quantitative data collection and analysis from 136 respondents from a cross-section of embassy employees. Findings – This research’s intention is to demonstrate the relationship and influence of Leadership Styles on Organizational Culture, Innovative Culture and Organizational Performance, respectively. The findings demonstrated the strong effect that the diverse Leadership Styles have on the described above while at the same time, exhibiting how Innovative Culture and Organizational Culture were also interchangeably significant with one another. Leadership Style had the lowest impact on Innovative Culture and Organizational Learning and requires further research to support the findings. Research Limitations/Implications – The limitations of the research displayed several element limits as it relates to the extent of leadership styles impacting organizational culture, innovative culture and organizational performance without considering external personality factors and different countries’ culture in which the embassies are located. Narrowly examining the factors and variables presented in this study, it overlooks the potential influence of many other variables not included that could affect the relationship and interconnectedness between them. Originality/Value – This research highlights the significance of relationships between Leadership, Learning, Innovation and Culture at Saudi Embassies.

Keywords – Leadership Styles, Organizational Learning, Innovative Culture, Organizational Culture and Organizational Performance.

JEL classification code: Z10, Z13, Z18

Analyzing the Influence of Social Media Influencers on Consumer Purchase Intention: A Case Study of Fashion market in the Nepalese Market

Rakshya Khadka, Chompu Nuangjamnong — Wed, 25 Sep 2024 00:00:00 +0000

Purpose – This study investigates the influence of social media influencers on consumer purchase intention within the Nepalese fashion market, focusing on social media influencers trustworthiness, social media influencers credibility, social media influencers authenticity, and social media influencers expertise as key factors. Design/Methodology/Approach – The research employs a quantitative approach, utilizing a sample size of 390 respondents who completed a structured questionnaire. Multiple linear regression analysis is used to analyze the data and explore the relationships between social media influencer characteristics and consumer purchase intention. Findings – The study reveals that while credibility and expertise significantly impact consumer purchase intention, trustworthiness and authenticity do not. Influencers perceived as credible and knowledgeable about fashion trends are more likely to influence consumer purchasing decisions. Research Limitations/Implications – Limitations include a sample population skewed towards younger, higher-income individuals from the central region of Nepal, as well as the reliance on closed-ended survey questions. Future research should consider a more diverse sample and employ mixed-methods approaches for deeper insights. Originality/value – This study contributes to understanding the nuances of influencer marketing in the Nepalese fashion industry, highlighting the importance of credibility and expertise in driving consumer purchase intention. It offers valuable insights for businesses and marketers seeking to enhance their influencer marketing strategies in Nepal.

Keywords – Social Media Influencer Trustworthiness, Social Media Influencer Credibility, Social Media Influencer Authenticity, Social Media Expertise and Consumer Purchase Intention

JEL classification code – M31, M37, O33, L81

A Study of Unveiling the Effect of Perceived Quality, Safety, and Destination Image on Visitor Satisfaction and Return Intentions, Thailand

Ratanawalai Prasitvipat, Chompu Nuangjamnong — Wed, 25 Sep 2024 00:00:00 +0000

Purpose – This study aims to explore the factors influencing tourists' perceived quality, safety in both social and natural environments, facility and management safety, destination image, and choice, and how these factors collectively impact satisfaction with the tourism experience and subsequent intention to revisit among tourists in Thailand. The research seeks to gain insights into the decision-making processes of tourists in Thailand. Design/Methodology/Approach – Employing a mixed-method approach, this study utilizes both primary and secondary data collection techniques. The sample comprises 390 respondents, consisting of tourists visiting Thailand. Additionally, this research integrates five theoretical frameworks from prior studies to develop a comprehensive conceptual framework. Findings – The study seeks to identify the determinants and characteristics influencing tourists' intention to revisit. It further examines the significance of destination image, choice, and satisfaction with the tourism experience in shaping tourists' intention to revisit. Research Limitations/Implications – It is acknowledged that the quantitative methodology employed in data collection may not fully capture all dimensions of tourists' perceptions. Furthermore, the scope of this study is limited to tourists visiting Thailand from various regions worldwide. Originality/value – This study contributes to the understanding of the factors influencing tourists' perception of quality, safety, destination image, and satisfaction, ultimately impacting their intention to revisit Thailand.

Keywords – Tourist perceived quality, safety in social and natural environments, facility and management safety, destination image, choice, satisfaction with tourism experience, intention to revisit.

Paper type – Research paper

JEL classification code – M11, M14, M16, M10

Influencing Factor of Price, Facilities, and Destination Image on Customer Satisfaction toward Glamping Revisit Intention in Chiang Mai, Thailand

Mareema Sukthaworn, Chompu Nuangjamnong — Wed, 25 Sep 2024 00:00:00 +0000

Purpose – the purpose of this study is to investigate the influencing factor of Price, Facilities, and Destination image on customer satisfaction toward glamping revisit intention in Chiang Mai, Thailand. and understand the factors that contribute to their revisit intention. Design/Methodology/Approach – This study utilizes both primary and secondary data collection techniques to examine the influencing factor of price, facility, and destination on customer satisfaction toward glamping revisit intention in Chiang Mai, Thailand. The data was gathered from 400 respondents, consisting of glamper in Chiang Mai including both Thai and non-Thai tourists. Additionally, this research draws upon the theoretical framework from previous studies to construct a new conceptual framework. Findings – This study is intended to find the factors influencing customer satisfaction. Followed by investigating the role of customer satisfaction that effect glamping revisit intention among the tourists in Chiang Mai, Thailand. It’s too narrow focus on Chiang Mai restricts the generalizability of its findings to other glamping destinations. Research Limitations/Implications – the limitations of the research displayed several element limits among the price, facilities and destination image on customer satisfaction toward glamping revisit intention in Chiang Mai, Thailand. Narrowly examining only these factors, it overlooks the potential influence of other variables that may impact tourists' choices of glamping locations. Originality/value – This study focuses on influencing factors of price, facilities, and destination image on customer satisfaction toward glamping revisit intention in Chiang Mai, Thailand.

Keywords – Price, Facilities, Destination image, customer satisfaction, glamping, revisit intention

JEL classification code – L83, M31

Factors Influencing Ad Clicks and Purchase Intention in Social Media Marketing Advertising: The Role of Media Factors, Content Factors and Connection Motivation (Yangon, Myanmar)

Su Myat Noe, Chompu Nuangjamnong — Wed, 25 Sep 2024 00:00:00 +0000

Purpose- The purpose of this research is to explore and understand the key factors that influence the effectiveness of social media advertising campaigns in Yangon, Myanmar. By investigating the impact of media factors, content factors, and connection motivation on ad clicks and purchase intention in social media advertising. Design/Methodology/Approach – This study employs quantitative methods and analytical techniques such as Cronbach’s Alpha, Simple Linear Regression, and Multiple Linear Regression to investigate factors influencing ad clicks and purchase intention in social media advertising campaigns. The research instrument, a questionnaire, comprises screening questions, demographic information, and items aimed at assessing attitudes using a five-point. Findings – Content factors such as quality and type of content used in advertisements have a significant positive impact on ad clicks, leading to increased user engagement and click-through rates. Media factors, including platforms and channels used for advertising, show little to no influence on ad clicks, suggesting platform choice may not affect user engagement. Connection motivation, reflecting reasons for engaging with ads, has minimal impact on ad clicks, indicating motivation may not significantly influence ad performance. Ad clicks through social media marketing have a positive impact on purchase intention. Research Limitations/Implications – While the study provides valuable insights into ad clicks and purchase intention in social media marketing in Yangon, Myanmar, it is limited by sampling bias, generalizability constraints, and temporal issues. Originality/value – The focus of this study is to conduct an analysis of the key factors that influence ad clicks and purchase intention in social media marketing advertising.

Keywords –Ad clicks, Media factors, Content factors, Connection Motivation, Purchase Intention,Social Media Marketing Management

JEL classification code – M31, L82, L86

The Human factor: Enhancing Intelligence Capabilities with People-Centric Knowledge Management

Saleha Javed Abbas Syed — Wed, 25 Sep 2024 00:00:00 +0000

Lately, a trend has emerged favouring an approach centred around individuals within intelligence tasks, acknowledging the paramount role that humans play in extracting essential knowledge. By tapping into human intellect's potential, entities can improve their awareness of situations and uncover insights potentially overlooked by purely technological methods. Recognizing both the historical backdrop and technological progressions in intelligence skills is indispensable for crafting efficient approaches to employ people-focused knowledge administration in espionage activities. Through embracing systems for managing knowledge, these agencies are enabled to refine their procedures, enhance interaction amongst varying sectors, and utilize shared know-how to adeptly confront intricate issues. Capacity for intelligence is seen as the ability to grasp and utilize know-how, especially when resolving problems, which gets shaped by several elements such as genetic makeup and surrounding influences. The breadth of intelligence goes past mere cognitive skills to include aspects like emotional, social, and cultural intellects, showcasing human cognition's complex aspect. The current paper attempts to investigate the various capacities within the existing intelligence systems to enhance the people-centric knowledge systems with a view to optimise their potentials for deliverance and applications in all sphere of their lives.

Factors Influencing Church Membership Retention in Catholic Church: A Case Study of Catholic Diocese of Aguleri in Nigeria.

Simeon Chukwuma Amuluche, Witsaroot Pariyaprasert — Wed, 25 Sep 2024 00:00:00 +0000

This research proposed to investigate factors influencing Church Membership Retention within the Catholic Diocese of Aguleri in Nigeria. It provides a comprehensive review of literature on six key independent variables central to the study, including, Church Commitment, Church Spirituality, Transformational Leadership, Culture, Church Evangelism, and Church Programs, with the dependent variable being Church Membership Retention. The research objectives were as follows: 1) to assess whether Church Commitment, Church Spirituality, Transformational Leadership, Culture, Church Program, and Church Evangelism serve as predictors for Church Membership Retention in the Catholic Diocese of Aguleri; 2) to examine the degree of impact among Church Commitment, Church Spirituality, Transformational Leadership, Culture, Church Program, Church Evangelism, and Church Membership Retention; 3) to provide valuable information about the model and variables to various stakeholders.

This research employs a quantitative approach and questionnaire was developed via google form and 400 valid respondents’ answers were analyzed through JAMOVI software. This research applied Cronbach’s Alpha, Descriptive and Inferential Statistics to evaluate the reliability of the questionnaire, analyze demographic information and testing the hypotheses. The research findings indicated that Church Commitment, Church Spirituality, Church Programs, and Church Evangelism have significant effects on Church Membership Retention. However, Transformational Leadership and Culture show no significant effects on Church Membership Retention. Human capital is very vital for successful growth, sustainability and life of the Church. The study underscores the interconnectedness of factors influencing members' decisions to remain within the church community, providing insights for informed decision by church leaders and practitioners to enhance retention strategies.

Characteristics and Contents of SMI (Social Media Influencer) that influences customer to buy online product: A Case of Gen Y in Bangkok

Krit Chienprasert, Witsaroot Pariyaprasert — Wed, 25 Sep 2024 00:00:00 +0000

In this study, main purpose of this research is to determine the factors affecting purchase intention of Generation Y customer in online platform that got influenced by social media influencer recommendation or promoted in Bangkok. The researcher built a new conceptual framework by using three frameworks from previous studies. In this study, the researcher will look at seven major factors: similarity, information quality, expertise, and attractiveness which are independent variables. The dependent variables are trustworthiness, credibility, and purchase intention. This is quantitative research. And the data of 435 respondents were collected through online self-administrator questionnaires which’s Google form. This study uses Cronbach’s Alpha, descriptive statistics, multiple linear regression, and single linear analysis to analyze the data and test the research hypothesis. The result of this study shows that similarity has affected trustworthiness, while trustworthiness has the strongest influence on credibility followed by information quality and expertise. Furthermore, credibility has strongest influence on purchase intention followed by attractiveness. But trustworthiness has no significant relationship with purchase intention.