Asian Social and Educational Innovation Journal

Marketing mix strategies affecting consumer’s decision making on online purchasing in Bangkok

Mon, 30 Jun 2025 00:00:00 +0700

The objective of the study was to investigate the marketing mix factors that influence the decision-making of consumers in Bangkok with respect to online purchasing. The sample was composed of 400 consumers who resided in Bangkok. A statistical software program was implemented to analyze the data. The data analysis employed key statistics such as percentage, mean, standard deviation, and stepwise multiple regression analysis. The results indicated that 400 participants, the majority of whom were male, aged 19 to 30, single, bachelor's degree-holders, and earning an income of 10,000–15,000 baht per month, were examined to determine the online marketing factors that influence the online purchasing decisions of consumers in Bangkok. The purchasing decision-making process was of high significance, while the online marketing combination factors were of the highest overall significance. In Bangkok, consumers' online purchasing decisions were influenced by the marketing mix factors, which include product, price, and promotion. The predictive model of the factors that influence consumers' online purchasing decisions in Bangkok can be expressed as: Online purchasing decision = 0.423 + 0.244 * price + 0.370 * product + 0.297 * promotion. This model has the potential to account for 68.6% of the variance in consumers' online purchasing decisions.

The role of mediator variables in the relationship between service quality, brand identification and brand loyalty of boutique hotels in Bangkok

Pattraporn Jansuri, Daranee Artharn — Wed, 02 Jul 2025 00:00:00 +0700

The purpose of this study was to investigate the mediating role of emotional commitment in the relationship between service quality, brand identification, and brand loyalty among Thai tourists who made boutique hotel bookings under the Rao Tiew Duay Kan co-payment scheme during the COVID-19 pandemic. The population and sample consisted of 260 Thai tourists who had made such bookings. The data was collected through purposive sampling and analyzed using the Partial Least Squares approach to Structural Equation Modeling (SEM) with IBM SPSS AMOS version 26 software. The data analysis included descriptive statistics, such as frequency, percentage, mean, and standard deviation, and inferential statistics, including the Ordinary Least Squares method and the bootstrapping technique in SEM. The results revealed that emotional commitment served as a mediator between service quality, brand identification, and brand loyalty among Thai tourists who made boutique hotel bookings under the Rao Tiew Duay Kan co-payment scheme during the COVID-19 pandemic.

Green marketing strategies in home camping business

Fri, 04 Jul 2025 00:00:00 +0700

In recent years, nature-based tourism has gained immense popularity among travelers across different regions, driven by increasing awareness of envi-ronmental issues and a desire for authentic experiences. Thailand, in particular, has witnessed a notable surge in the number of campsite businesses, reflecting the growing trend of “slow life” tourism. This form of tourism emphasizes relaxation, mindfulness, and a break from the occupational stress and fast-paced nature of modern urban life. Tourists are increasingly seeking destinations that offer peace, simplicity, and a closer connection to nature. In response to these evolving consumer preferences, green marketing has emerged as a strategic and essential approach in the digital era. Campsite businesses are increasingly integrating green marketing principles not only as a promotional tactic but as a core part of their business identity to communicate environmental values, enhance their competitive advantage, and align with the expectations of environmentally conscious tourists. These tourists prioritize sustainability, ecological responsibility, and meaningful engagement with natural landscapes. Therefore, understanding the role and effectiveness of green marketing in the context of campsite tourism is crucial for businesses aiming to thrive in a competitive and environmentally aware market.

Confirmatory factor analysis of technology organization and environment on artificial intelligence adoption for small and medium enterprises in the metropolitan area

Pattarapon Chummee — Fri, 27 Jun 2025 00:00:00 +0700

This research aims to analyze the confirmatory factor analysis of technological, organizational, and environmental factors affecting the adoption of Artificial Intelligence (AI) in small and medium-sized enterprises (SMEs) within the Bangkok metropolitan area, utilizing the Technology-Organization-Environment (TOE) framework. The sample consisted of 320 SME entrepreneurs in the metropolitan area selected through purposive sampling. Data were collected using a questionnaire with an overall reliability coefficient (Cronbach's alpha) of 0.86 and analyzed through Confirmatory Factor Analysis using Jamovi software. The findings revealed that the majority of respondents were female (51.2%) working in the manufacturing sector (25.6%) holding bachelor's degrees (48.6%) and aged 31-35 years (66.3%). In the technological factor dimension the observed variable "complexity" exhibited the highest factor loading. For organizational factors “organizational support” demonstrated the highest factor loading. Regarding environmental factors “government support” showed the highest factor loading. For AI adoption the variables “implementing AI to improve company performance” and “utilizing AI to enhance organizational efficiency” had the highest factor loadings. The study demonstrates that AI adoption in SMEs requires integration of all three-dimensional factors, particularly reducing technological complexity, building internal organizational support, and securing government backing to achieve performance improvements and sustainable competitive advantages. These findings provide valuable insights for policymakers and SME managers seeking to facilitate successful AI implementation in metropolitan business environments

An analysis of the development of Chinese education in Thailand

Tiansong Wang , Pattama Jitrabiab — Sun, 06 Jul 2025 00:00:00 +0700

This review article explores the development of Chinese education in Thailand, focusing on its historical evolution, current trends, and key challenges. Drawing upon academic literature, policy documents, and educational statistics, the study analyzes the growing demand for Chinese language learning, the role of government and private institutions, and the impact of international collaboration, particularly with China. The findings highlight that Chinese education in Thailand has expanded significantly in recent decades due to economic, cultural, and political factors. However, the development also faces issues related to teacher quality, curriculum standardization, and educational outcomes. The article concludes with suggestions for enhancing the effectiveness and sustainability of Chinese education in Thailand through improved teacher training, curriculum reform, and bilateral cooperation.