IJBA Journal Issues

INTERNATIONAL JOURNAL OF BEHAVIORAL ANALYTICS
Vol 2, Issue 2
March 2022

The Mediating Effect of E-WOM on the Relationship Between Digital Marketing Activities and Intention to Buy Via Shopee
Woraporn Napawut, Supaprawat Siripipatthanakul, Bordin Phayaphrom, Sutithep Siripipattanakul, Pongsakorn Limna

Abstract : This study examines the mediating role of electronic word of mouth (E-WOM) on the relationship between digital marketing activities and intention to buy among Shopee’s customers in Thailand. Digital marketing activities comprise content marketing and electronic promotion (E-Promotion). The online questionnaires of four hundred and twenty-five (425) Shopee’s customers in Thailand were employed for the quantitative study through convenience sampling. The collected data were analysed using the SPSS Version 27 and PLS-SEM program. The results show that E-Promotion can explain E-WOM better than content marketing. E-WOM is significantly influencing customers’ intention to buy. Moreover, E-WOM is a significant mediator between digital marketing activities (content marketing and E-Promotion) and customers’ intention to buy via the Shopee platform in Thailand. Digital marketers should consider content marketing and E-Promotion because these factors significantly influence E-WOM and indirectly affect customers’ intention to buy via Shopee. The recommendation is to expand more sampling to study other online marketplaces. Therefore, the customers’ intention to buy is related to digital marketing and a growing trend in this sector.Ab

Keywords: content marketing, E-WOM, E-Promotion, intention to buy, Shopee

Bibliography
Napawut, W., Siripipatthanakul, S., Phayaphrom, B., Siripipattanakul, S., & Limna, P. (2022). The Mediating Effect of E-WOM on the Relationship Between Digital Marketing Activities and Intention to Buy Via Shopee. International Journal of Behavioral Analytics, 2(2), 1–13.

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Determinants of Customers’ Intention to Use Healthcare Chatbots and Apps in Bangkok, Thailand
Tamonwan Sitthipon, Supaprawat Siripipatthanakul, Bordin Phayaprom, Sutithep Siripipattanakul, Pongsakorn Limna

Abstract : This study identifies the influence of performance expectancy, effort expectancy, social influence, facilitating conditions, and trust on intention to use healthcare chatbots and apps among users in Bangkok, Thailand. The online convenience sampling method collected data from 387 healthcare chatbots and apps users in Bangkok, Thailand. The results confirm these significant influencing factors on intention to use healthcare chatbots and apps. It reveals that facilitating conditions have the highest predictive power on intention to use healthcare chatbots and apps, followed by effort expectancy, trust, performance expectancy, and social influence, respectively. Moreover, this research could help better understand users’ perceptions of using chatbots and apps. The healthcare marketers benefit from the result to improve their strategic planning in enhancing response to their customers’ needs and expectations about healthcare products and services through chatbots and apps usage. It could improve strategies for using chatbots and apps to respond to customers’ needs and expectations in any sector.

Keywords: performance expectancy, effort expectancy, social influence, facilitating conditions, trust, intention to use healthcare chatbots and apps

Bibliography
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Modelling Knowledge Management on Business Performance Through Mediating Role of Organisational Innovation Among IT Staff in Bangkok, Thailand
Vajchanai Limsangpetch, Bordin Phayaphrom, Supaprawat Siripipatthanakul, Pongsakorn Limna

Abstract : This study examines the relationship between knowledge management, organisational innovation and business performance among information technology (IT) staff in Bangkok, Thailand. The online convenience sampling method was employed to collect data from 200 employees (IT staff) of companies in Bangkok, Thailand. The results show a significant positive relationship between knowledge management, organisational innovation and business performance. The findings support the knowledge management comprising knowledge acquisition, knowledge storage, knowledge sharing, and knowledge application correlates to business performance through mediating role of organisational innovation. Moreover, this research could help better understand organisations’ IT staff characteristics to utilise the knowledge management model to achieve good business performance through organisational innovation.

Keywords: knowledge management, acquisition, storage, sharing, application, organisational innovation, business performance

Bibliography
Limsangpetch, V., Phayaphrom, B., Siripipatthanakul, S., & Limna, P. (2022). Modelling Knowledge Management on Business Performance Through Mediating Role of Organisational Innovation Among IT Staff in Bangkok, Thailand. International Journal of Behavioral Analytics, 2(2), 1–17.

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