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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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Vol 2, Issue 1
January 2022

Factors Influencing Intention to Follow the Preventive COVID-19 Protocols Among Thai People
Siwasuda Jandawapee, Supaprawat Siripipatthanakul, Bordin Phayaphrom, Pongsakorn Limna

Abstract : The study uses the TPB model to identify the factors that influence Thai people’s intention to follow the preventive COVID-19 protocols. The research model had employed convenience sampling from 506 respondents in Thailand. The data were analysed using SPSS-Trial Version and the structural equation model (SEM). It reveals that attitude, subjective norm, and perceived behavioural control significantly influences Thai’s intention to follow the preventive COVID-19 protocols. Perceived behavioural control highest impacted Thai citizen intent to follow the preventive COVID-19 protocols, followed by attitude and subjective norm. This study may benefit healthcare providers to implement the appropriate strategies increasing the intention to follow the preventive COVID-19 protocols among Thai people. Moreover, the results could apply the TPB model to improve Thai perceptions about their behavioural intention, such as getting COVID-19 vaccination and wearing face masks.
Keywords: theory of planned behaviour (TPB), attitude, subjective norm, perceived behavioural control, intention to follow, preventive COVID-19 protocols.

Bibliography
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Modelling of Talent Management on Construction Companies’ Performance : A Model of Business Analytics in Bangkok
Chirapat Kaewnaknaew, Supaprawat Siripipatthanakul, Bordin Phayaprom, Pongsakorn Limna

Abstract : This study investigates a business analytics model of talent management to predict the performance of construction companies in Bangkok, Thailand. The online convenience sampling method collected data from 394 managers and employees of construction companies in Bangkok, Thailand, to confirm the business model analytics. The data were analysed using the structural equation model (SEM) and SPSS Version 27. The findings support the talent management model comprises talent attraction, talent development and talent retention and can predict construction companies’ performance with high explanation power in this sector. This study may benefit business owners and managers to improve business model analytics to predict organisational performance from the talent management model (talent attraction, talent development and talent retention). Moreover, the results could apply in any sector to improve organisational performance through this business analytics model.
Keywords: talent management, talent attraction, talent development, talent retention, construction companies’ performance

Bibliography
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Determinants of Employee Innovation : A Case of NGOs and CSOs in Mae Sot, Thai-Myanmar Border
Naw Si Dah, Supaprawat Siripipatthanaku, Bordin Phayaprom, Pongsakorn Limna

Abstract
This study examines the relationship between the leadership, innovation climate, organisational support and employee innovation among NGOs and CSOs employees in Mae Sot, Thai-Myanmar border. A convenience sampling from 179 NGOs and CSOs employees was used for the quantitative approach. The collected data were analysed using the PLS-SEM program and SPSS Version 27. The results show a significant relationship between leadership, innovation climate, organisational support and employee innovation. Moreover, innovation is an effective mediator between leadership and employee innovation. Also, organisational support is a significant mediator between leadership and employee innovation. The strategic planners should increase leadership, organisational support, and innovation climate because these determinants enhance employee innovation among NGOs and CSOs.

Keywords: leadership, innovation climate, organisational support, employee innovation, NGOs
& CSOs

Bibliography
Si Dah, N., Siripipatthanakul, S., Phayaphrom, B., & Limna, P. (2022). Determinants of Employee Innovation : A Case of NGOs and CSOs in Mae Sot, Thai-Myanmar Border. International Journal of Behavioral Analytics, 2(1), 1–15.

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The Relationship Between Twenty-First-Century Learning Model (4Cs), Student Satisfaction and Student Performance-Effectiveness
Pongsakorn Limna, Supaprawat Siripipatthanakul, Bordin Phayaprom, Sutithep Siripipattanakul

Abstract : This study investigates the relationship between the twenty-first-century learning model (4Cs) and student performance-effectiveness through the mediating effect of student satisfaction. A stratified random sampling of 512 students in Thailand was used for the quantitative approach. The collected data were analysed using the PLS-SEM program and SPSS Version 27. The results reveal that student satisfaction is the significant mediator between the twenty-first-century learning model (communication, creativity, critical thinking, and collaboration) and student performance-effectiveness. It indicates that communication, critical thinking, collaboration, and creativity significantly influence student satisfaction. Moreover, communication has the most significant influence on student performance-effectively, followed by collaboration and creativity. Only collaboration learning does not considerably influence student performance-effectiveness. The educational leaders, program directors and teachers should pay attention to the twenty-first-century model (4Cs) to increase student satisfaction and performance-effectiveness.

Keywords: Twenty-First Century, 4Cs-Learning Skill Management, Student Satisfaction, Student
Performance, Effectiveness

Bibliography
Limna, P., Supaprawat, S., Phayaphrom, B., & Siripipattanakul, S. (2022). The Relationship Between Twenty-First-Century Learning Model (4Cs), Student Satisfaction and Student Performance-Effectiveness. International Journal of Behavioral Analytics, 2(1), 1–18.

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Factors Affecting Intention to Get COVID-19 Vaccination Among Thai People
Pongsakorn Limna, Supaprawat Siripipatthanakul, Bordin Phayaprom,Sutithep Siripipattanakul

Abstract : This study identifies factors affecting Thai people’s intention to get COVID-19 vaccination. The intention to get COVID-19 vaccination was explained by factors; fear and infectability of COVID-19, perceived behavioural control, and subjective norm. The mediator was the attitude. The research model was analyzed from a stratified random sampling of three-hundred and eighty-seven (387) respondents in Thailand. The collected data were analysed using the PLS-SEM program (ADANCO 2.2.1) and SPSS-version 27. The results reveal that most respondents intended to get vaccinated. Fear and perceived infectability of COVID-19, perceived behavioural control, subjective norm indirect effect on the intention to get COVID-19 vaccination through mediating effect of attitude. The recommendation is to increase perceptions through attitude because it is strongly associated with getting COVID-19 vaccination among Thai people. The contribution could benefit healthcare providers to implement Thai perceptions and increase their willingness to get COVID-19 vaccinated through these factors.

Keywords: Fear and Perceived Infectability, Perceived Behavioral Control, Subjective Norm, Attitude, Intention, COVID-19, Vaccination

Bibliography
Pongsakorn, L., Supaprawat, S., Bordin, P., & Sutithep, S. (2022). Factors Affecting Intention to Get COVID-19 Vaccination Among Thai People. International Journal of Behavioral Analytics, 2(1), 1–16.

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Vol 1, Issue 2
September 2021

A conceptual review on the mediating effect of patient satisfaction towards patient loyalty in the dental practice in Thailand
Supaprawat Siripipatthanakul, Chok Nyen Vui

Abstract : This study reviewed the mediating effect of patient satisfaction between dental practice-related factors and patient loyalty in dental healthcare services (dental practice). This research identifies the link between measurements regarding their efforts to increase dental practice quality to respond to patients’ needs and expectations, influencing patient satisfaction and turn it into patient loyalty. The elements of dental practice-related factors include Dentist Services, Staff Services, Prices, and Facilities. The healthcare sector shows the relationship between these three measurements in the theoretical framework in this review article.

Keywords: Dental Practice, Services, Patient Satisfaction, Revisit, Patient Loyalty

Bibliography
Supaprawat, S., & Chok, N. V. (2021). A conceptual review on the mediating effect of patient satisfaction towards patient loyalty in the dental practice in Thailand. International Journal of Behavioral Analytics, 1(2), 1–16.

In-text citation
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In research from Supaprawat and Chok (2021) …

Dental practice-related factors and patient loyalty in dental clinics, Laem Chabang, Thailand : The mediating role of patient satisfaction
Supaprawat Siripipatthanakul, Chok Nyen Vui

Abstract : This study investigates the mediating effect of patient satisfaction between dental practice related factors and patient loyalty in the dental clinics, Laem Chabang, Thailand. This research identifies the link between measurements regarding their efforts to increase dental practice quality to respond to patients’ needs and expectations, influencing patient satisfaction and turn it into patient loyalty. The dental clinics in Laem Chabang explain relationship between these three measurements in this sector. The researchers developed the questionnaire items from previous research that has validity. The elements of dental practice-related factors include dentist services, staff services, prices, and facilities. Stratified random sampling of 385 cases was in a data collection and distribution through printed self-administered questionnaires (Likert’s rating scale) to the dental clinic’s patients in Laem Chabang, Thailand. The PLS-SEM results showed that patient satisfaction is a significant mediator between dental practice-related factors (prices, facilities, dentist services, and staff services) and patient loyalty. It also reveals that staff services, dentist services, and prices directly affect patient satisfaction.

Keywords: Dental Practice, Services, Patient Satisfaction, Revisit, Recommendation, Loyalty

Bibliography
Supaprawat, S., & Chok, N. V. (2021b). Dental practice-related factors and patient loyalty in dental clinics, Laem Chabang, Thailand : The mediating role of patient satisfaction. International Journal of Behavioral Analytics, 1(2), 1–17.

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The role of big data analytics in influencing artificial intelligence (AI) adoption for coffee shops in Krabi, Thailand
Pongsakorn Limna, Supaprawat Siripipatthanakul, Bordin Phayaphrom

Abstract : This study aims to explain the role of big data analytics and artificial intelligence (AI) adoption in coffee shops in Krabi its effect towards brand authenticity, brand sentiment, and customer services. The data was collected through in-depth interviews from six purposive samples of coffee shop owners in Krabi. The study findings shows that the coffee shop owners perceived big data analytics and artificial intelligence (AI) is necessary for businesses. The implementation of new technologies and transforming the coffee shops into digital enterprises aid success. The results could benefit coffee shop owners by improving their brand authenticity-brand sentiment and services to respond to customer behavior in a digital era. Furthermore, owners in any industry could improve data analytics and artificial intelligence (AI) management to adapt the business model to their consumer behavior and increase customer satisfaction and loyalty. Finally, high business performance will incur.

Keywords: Big Data Analytics, Artificial Intelligence (AI), Brand Authenticity Sentiment, Consumer Behavior Analysis

Bibliography
Limna, P., Siripipatthanakul, S., & Phayaphrom, B. (2021). The Role of Big Data Analytics in Influencing Artificial Intelligence (AI) Adoption for Coffee Shops in Krabi, Thailand. International Journal of Behavioral Analytics, 1(2), 1–18.

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The implementation of business intelligence using data analytics and its effects towards performance in hotel industry in Thailand
Panithan Tong-On, Supaprawat Siripipatthanakul, Bordin Phayaphrom

Abstract : The hotel industry is one of Thailand’s most important economic sectors and is in a fiercely competitive market these days. It is flooded with new technologies as driver for innovation. The hotel industry is a data-intensive industry that collects large amounts of data in various forms. The study aims to investigate business intelligence activities using data analytics and the impact on corporate performance in the hotel industry in Thailand. The qualitative method-ology is employed to explain the relationship between business intelligence-data analytics and performance in Thailand’s hotel organizations, in-depth interviews is conducted with eight purposive samples of hotel managers and finance controllers in Thailand. The study’s findings revealed that business intelligence and data analytics impacted the business performance of hotel industry in Thailand. The respondents expressed an interest in artificial intelligence and believed that the rapid advancement of artificial intelligence in hotel management should be considered to improve corporate performance.

Keywords: Data Analytics, Business Intelligence (BI), Artificial Intelligence (AI), Corporate Performance, Qualitative Study

Bibliography
Tong-On, P., Siripipatthanakul, S., & Phayaphrom, B. (2021). The implementation of business intelligence using data analytics and its effects towards performance in hotel industry in Thailand. International Journal of Behavioral Analytics, 1(2), 1–16.

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Effect of electronic word of mouth (e-WOM) and perceived value on purchase intention during the COVID-19 pandemic: the case of ready-to-eat food
Wannalak Sosanuy, Supaprawat Siripipatthanakul, Wasutida Nurittamont, Bordin Phayaphrom

Abstract : This study examines whether electronic word-of-mouth (e-WOM) and customer’s perceived value affect the purchase intention on ready-to-eat food. The contribution could be more understanding of the impact of electronic word of mouth (e-WOM) and customer’s perceived value on purchase intention on ready-to-eat food to enhance the digital marketing strategy effectiveness. The research model was analyzed from 417 ready-to-eat food customers (respondents) in Satun, Thailand. The data were analyzed using the multiple regression analysis (MRA). It reveals that electronic word of mouth (e-WOM) and customer perception in monetary value, hedonic value, and utilitarian value significantly influenced purchase intention of ready-to-eat food. The utilitarian value had the most influence on purchase intention, followed by hedonic value, electronic word of mouth (e-WOM), and monetary value.

Keywords: electronic word of mouth (e-WOM), perceived value, ready-to-eat, purchase intention, digital marketing

Bibliography
Sosanuy, W., Siripipatthanakul, S., Nurittamont, W., & Phayaphrom, B. (2021). Effect of electronic word of mouth (e-WOM) and perceived value on purchase intention during the COVID-19 pandemic: the case of ready-to-eat food. International Journal of Behavioral Analytics, 1(2), 1–16.

In-text citation
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In research from Sosanuy et al. (2021) …

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Vol 1, Issue 1
June 2021

The Competitive Position of E-Hailing Giant in Asia Pacific Region: Challenges for Malaysian Startups
Ridzuan Masri

Abstract : E-Hailing service is relatively an infant industry in Malaysia. Although still relatively new, its development is very rapid and is constantly evolving even during the pandemic and post-pandemic of covid-19. However, none of the local companies became market leaders due to delays in entering the market and legalization issues that caused the development of e-hailing of local startups is still a long way off. To drive development and become more competitive, information on the competitive conditions of rivals is very significant so that long-term strategies can be planned and improved. This study uses a descriptive method by taking five samples of major e-hailing giants in Asia Pacific to determine their competitive position in the Asia Pacific region. The data were analyzed using competitive profile matrix tools and weighted average calculation to identify the current market position of the e-hailing companies involved.

Keywords: E-Hailing, Matrix, Pandemic, Startups, Competitive Positions, Competitive Profile Matrix

Bibliography
Masri, Ridzuan (2021). The Competitive Position of E-Hailing Giant in Asia Pacific Region: Challenges for Malaysian Start-ups. International Journal of Behavioral Analytics, Vol. 1(1), 1–7.

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Modelling Eco Tourists Experience, Satisfaction And Word of Mouth Recommendation: A Mediation Model of Satisfaction
Chok Nyen Vui

Abstract : This study aims to examine the interrelationship of experience, satisfaction and word of mouth recommendation among tourists. Specifically, the study investigates mediation effect of satisfaction between experience and word of mouth recommendation. This study employed quantitative approach in gather data for statistical analysis. Judgmental sampling was used in data collection. Of 260 completed questionnaires collected for data analysis. The proposed conceptual framework was examined with direct and indirect model. All hypothesized relationship was determined. Findings reveal that satisfaction as a mediator on the experience-word of mouth recommendation path. The study was limited to ecotourism context. Comprehensive coverage of ecotourism sites suggested implementing in future research to obtain a robust result. Experience is subjective and personalize, which more comprehensive understanding on the mechanism is largely been ignored. Future study may adopt qualitative method to address this issue. Limited investigation of experience conceptualization is evident. Future studies could provide additional knowledge on experience conceptualization by adding others relevant dimensions. This study sheds knowledge of experience and mediation effect of satisfaction. Practitioners and destination managers would emphasize on manage experiences in order to satisfy and creating positive behavioral among tourists.

Keywords: Experience, satisfaction, word of mouth recommendation, ecotourism, Malaysia

Bibliography
Nyen Vui, Chok (2021). Modelling Eco Tourists Experience, Satisfaction And Word of Mouth Recommendation: A Mediation Model of Satisfaction. International Journal of Behavioral Analytics, Vol.1 (1), 1-17.

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The Mediation Effect of Customer Satisfaction in the Relationship Between Service Quality and Customer Loyalty in the Banking Industry in Malaysia
Han Wei Meng, Chok Nyen Vui

Abstract : This paper aims to examine the factors affecting the adoption of internet banking services by commercial banks in Malaysia. This study applies a SEM model to measure service quality in line with recent advances in the general-marketing and consumer-behavior literature. A total of 402 valid samples were obtained from customers of Malaysian banking sectors. Evidence from survey studies and from banks’ web sites indicated that a significant relationship between service quality, customer satisfaction and loyalty. The results also reveal that customer satisfaction mediates the relationship between service quality and loyalty.

Keywords: Banking, services quality, customer satisfaction, loyalty, SEM

Bibliography
Han, W. M., & Chok, N. V. (2021). The mediation effect of customer satisfaction in the relationship between service quality and customer loyalty in the banking industry in Malaysia. International Journal of Behavioral Analytics, 1(1), 1–13.

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Perilaku Pembayaran Zakat Mata Wang Digital Kripto : Isu, Cabaran Dan Strategi
Mohd Faizal Yusof, Lisasari Ab. Rasid

Abstrak : Bitcoin menerajui dalam kenaikan mata wang kripto sejak pertama kali ia dilancarkan pada tahun 2009. Konsep Bitcoin sebagai currency digital pertama kalinya diterbitkan secara umum pada tahun 2008 oleh seorang penulis dengan nama samaran Satoshi Nakamoto di dalam kertas putih (whitepaper). Kertas putih tersebut telah menggariskan suatu konsep transaksi layan diri dalam talian peer-to-peer berdasarkan bukti kriptografik sebagai ganti kepercayaan di mana ia membolehkan dua pihak untuk melakukan transaksi secara langsung tanpa melibatkan mana-mana pihak ketiga yang dipercayai seperti institusi kewangan. Sejak itu, ribuan kripto telah dilancarkan dan kebanyakkannya menggunakan program tawaral awal token sebagai alternatif bagi mengumpul dana untuk blockchain, projek teknologi dan syarikat pemula. Sebahagian besar pegangan kripto adalah untuk pelaburan aset digital. Sesetengah individu berjaya membuat keuntungan besar dengan membeli kripto pada harga tawaran awal dan kemuadian menjualnya apabila harga meningkat. Terdapat jutawan kripto yang terhasil daripada perdagangan seperti itu. Walaubagaimanapun, terdapat juga individu yang mengalami kerugian disebabkan oleh pelbagai faktor. Ada yang disebabkan keputusan pelaburan yang salah, dan ada yang tertipu dengan program pelaburan yang menjanjikan pulangan lumayan yang tidak masuk akal oleh orang yang tidak bertanggungjawab. Oleh kerana perdagangan dan pemilikan kripto pada masa kini tidak lagi asing, kerajaan dan penggubal undang-undang di serata dunia perlu mengeluarkan peraturan yang sesuai dan komprehensif bagi kripto. Di dalam konteks Malaysia di mana kutipan zakat dan agihan zakat adalah urusan negara, artikel ini membincangkan tentang perlaksanaan platform pembayaran zakat untuk kripto di institusi zakat. Tujuan artikel ini adalah untuk menyumbang kepada perkembangan akademik, teknologi blockchain dan pengurusan zakat.

Kata kunci: Mata wang kripto; blockchain; platform pembayaran zakat; pengurusan zakat, Islamichain

Bibliography
Yusof, Mohd Faizal & Ab. Rasid, Lisasari (2021). Perilaku Pembayaran Zakat Mata Wang Digital Kripto : Isu, Cabaran Dan Strategi. International Journal of Behavioral Analytics, 1(1), 1–12.

In-text citations
According to new research… (Faizal & Lisasari, 2021).
In research from Faizal and Lisasari (2021) …

List of References

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The Role of Digitalization in Facilitating Efficient Negotiation
Pretika Irani A/P Gunasingam

Abstract : This paper elaborates the role of digitalization in facilitating efficient negotiation. Digitalized negotiation is efficient in some aspects as it makes the negotiating process easier for both sides while lowering expenses and time constraints. Nevertheless, the impact of online negotiation varies according to the availability of medium and degree of information sharing based on space and time influence. By relating the online process of negotiation process with the right selection of digitalised medium and measuring the impacts of the space and time model, negotiators may facilitate the negotiation by ensuring that it fits inside the Zone of Possible Agreement. This conceptual paper also covers the negotiation strategies such as adaption of integrative strategy and Thomas-Kilmann’s Conflict Mode of Instrument (TKI) that could enhance the digitalized negotiation process.

Key words: negotiation, digitalization, ZOPA, TKI, integrative

Bibliography
Irani, P. (2021). The role of digitalization in facilitating efficient negotiation. International Journal of Behavioral Analytics, 1(1), 1–10.In-text citations

In-text citations
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