https://has.hcu.ac.th/jspui/handle/123456789/45 2026-04-09T17:20:24Z https://has.hcu.ac.th/jspui/handle/123456789/5103 Title: The Intention to Use Contactless Ordering Systems for Restaurants of Thai Customers. Authors: Xinrong Xu Abstract: This research aims to investigate the factors that influence Thai customers' acceptance and use of Restaurant Contactless Ordering Systems (RCOS), to understand their familiarity with the technology and potential reluctance to adopt it, and to propose the RCOS that meets customers' requirements by testing its prototype based on the Technology Acceptance Model (TAM) - perceived usefulness and ease of use. The research used mixed method, quantitative survey method to understand the user experience and design science method to propose the RCOS prototype. For the survey, data was collected from 408 Thai restaurant customers through online questionnaires using a self-selected sampling method. The results of the survey had demonstrated that users had perceived the necessity for an effective, secure, and up-to-date system, underscoring the need for enhanced interface design, security measures, and personalized services to meet customer needs. The RCOS prototype was evaluated through online questionnaires with 410 Thai restaurant customers using a self-selected sampling method. The results indicated that demographic factors such as gender, age and education level did not significantly influence RCOS usage or preference, but influenced customer requirements for system security and customization. Description: Thesis (MBA) (Digital Business) -- Huachiew Chalermprakiet Unversity, 2024 2024-01-01T00:00:00Z https://has.hcu.ac.th/jspui/handle/123456789/5048 Title: An Empirical Study of the Impact of Digital Transformation on Employee Engagement : A Study of Guilin Deep Technology Co., Ltd. Authors: Chen Lu Abstract: Given that digital transformation is still at a nascent stage, enterprises are navigating through a maze of significant risks and uncertainties. Insights gleaned from a blend of research data and practical experiences reveal that digital transformation transcends mere technological innovation. It encompasses the overhaul of business processes and strategic realignment. An exclusive focus on technological reform, while neglecting the psychological and behavioral dynamics of enterprise employees during this transformative phase, is inadequate for realizing the anticipated enterprise transformation outcomes. This study employs a quantitative research approach, collecting 402 valid responses through a survey questionnaire. The findings articulate that: 1) the dimensional variables of digital transformation exert a markedly positive influence on employees' cognitive engagement; 2) these variables also significantly enhance employees' behavioral engagement; and 3) they further amplify employees' emotional engagement. Drawing from these insights, the paper proposes targeted recommendations to elevate the transformative impact through enhanced employee dedication during the digital transformation journey. These suggestions offer a fresh lens and theoretical groundwork for the practical endeavors of enterprises embarking on digital transformation. Description: Thesis (MBA) (Digital Business) -- Huachiew Chalermprakiet Unversity, 2024 2024-01-01T00:00:00Z https://has.hcu.ac.th/jspui/handle/123456789/5006 Title: The Vlogger Exposure and Vlogger Creditability on Intention to Visit : The Case Study of Bangkok. Authors: Lu Xiaoyan Abstract: The purpose of this study is to study the effects of vlogger exposure, expertise, attractiveness and trustworthinesson destination awareness, then to study the effect of destination awareness on intention to visit, and finally to study the effect of vlogger exposure, expertise, attractiveness and trustworthinesson intention to visit through destination awareness. To achieve these objectives, a purposive sampling method and snowball sampling were used to conduct the research form Thais netizen who watch vloggers video, though Google online channels and offline channels. Ultimately, a total of 400 valid samples were collected, and the data were analyzed using descriptive analysis (percentage, frequency, mean and standard deviation), and inferential statistics such as multiple regression analysis and path analysis. This study found that there is a significant positive effect of vlogger exposure, expertise, attractiveness and trustworthiness, have a significant positive effect on destination awareness. Additionally, it is noteworthy that vlogger exposure and expertise, attractiveness and trustworthiness, while acting as indirect variables, significantly influence individuals' intention to visit. Description: Thesis (MBA) (Digital Business) -- Huachiew Chalermprakiet Unversity, 2024 2024-01-01T00:00:00Z https://has.hcu.ac.th/jspui/handle/123456789/5004 Title: Tiktok Video Marketing : The Effect of Enjoyment, Satisfaction and Repurchase Intention of Gen Z in Bangkok. Authors: Liang Haoran Abstract: The purpose of this study is to investigate the impact of TikTok video marketing on the enjoyment and satisfaction of Generation Z in Bangkok, and then examine the influence of enjoyment and satisfaction on their repurchase intention. Finally, the mediating role of enjoyment and satisfaction in the relationship between TikTok video marketing and repurchase intention is explored. In order to achieve these objectives, a purposive sampling method was adopted. The research sample consists of Thai Gen Z who watch TikTok videos. The survey questionnaire was distributed through both online and offline channels. In the end, a total of 401 valid samples were collected, and various statistical techniques, including descriptive analysis (percentage, frequency, mean, and standard deviation), as well as multiple regression analysis and simple regression analysis, were used to analyze the data. The results of this study indicate that TikTok video marketing has a significant and positive impact on the enjoyment and satisfaction of Generation Z in Bangkok. At the same time, enjoyment and satisfaction also have a significant and positive impact on their repurchase intention. In addition, the Sobel test revealed that enjoyment and satisfaction partially mediate the relationship between TikTok video marketing and repurchase intention. Description: Thesis (MBA) (Digital Business) -- Huachiew Chalermprakiet Unversity, 2024 2024-01-01T00:00:00Z