Asean International Sandbox Conference

Editor's Note

2026-05-11T08:55:14SE Asia Daylight Time

2026-07-22T10:43:43SE Asia Daylight Time

E-Marketplace Competition and Digital Economic Sustainability in Thailand: An Oligopoly Analysis with Policy Benchmarking from ASEAN Countries

2026-08-02T16:39:39SE Asia Daylight Time

This study examines the competitive structure and economic effects of Thailand's E-Marketplace, using the Structure-Conduct-Performance (SCP) framework as the primary analytical framework, supported by Two-sided Market Theory, Transaction Cost Theory, and Platform Economy concepts. The analysis shows that Thailand's E-Marketplace market is oligopolistic, dominated by foreign platforms that hold about 95–100% of the market. This results in two economic effects: positive impacts, such as increased consumer surplus, creation of digital jobs, and cross-border export opportunities for SMEs via E-commerce; and negative impacts, including risks of market dominance, fee hikes, barriers to entry, concerns over imported product quality, unfair competition, and issues related to technology dependence and data security. The study also conducts a policy benchmarking analysis across four ASEAN countries—Indonesia, Vietnam, Malaysia, and the Philippines— chosen through policy diversity criteria and purposive sampling. Based on these findings and the broader SCP analysis, five policy recommendations are proposed to enhance Thailand’s sustainable cross-border digital trade and its participation in the ASEAN Digital Economy Framework Agreement (DEFA): imposing import taxes on small-parcel trade; regulating platform market dominance and unilateral fee increases; establishing an Online Sellers Association; regulating platform data usage and algorithm transparency, including Data Localization considerations; and supporting Thai SMEs in accessing AI tools, digital marketing, and content creation on global platforms, using E-Marketplace as an export channel.

Digital Dopamine: The Awareness-Behavior Paradox in Social Media Usage

2026-08-02T16:41:01SE Asia Daylight Time

Social media platforms have become ingrained in daily life in recent years, especially among young adults and college students. Although these platforms provide chances for communication, amusement, and information exchange, worries about excessive screen time and its behavioral and psychological effects are becoming more widespread. Despite this growing awareness, there is a paradox between knowledge and behavior because many users continue to use social media obsessively despite widespread awareness of these possible risks. This study examines this phenomenon, commonly referred to as the awareness–behavior paradox in social media usage, where users possess cognitive awareness of the harmful effects of excessive screen time yet remain unable to reduce their consumption. Through a quantitative survey of 500 university students, this study examines how specific platform design features exploit dopaminergic reward pathways to create habit loops that override conscious intent. Utilizing the Stimulus-Organism-Response (SOR) framework, our findings reveal that infinite scroll (r=0.478, p<0.001) and auto-play features (r=0.432, p<0.001) significantly correlate with habit automaticity. Notably, 38.2% of respondents exhibited the core paradox: high awareness coupled with continued compulsive use. Furthermore, social validation metrics (r=0.543, p<0.001) emerged as powerful drivers of habit formation, confirming that variable reward mechanisms successfully override rational risk assessment. A positive correlation between user awareness and paradoxical behavior (r=0.624, p<0.001) demonstrates that cognitive knowledge alone is insufficient to alter digital habits. The research finding concludes by suggesting that mitigating social media addiction requires a shift from user-level self-regulation to structural platform interventions, advocating for the integration of ethical friction in application design.

The Impact of Optimized 4C Marketing Mix on Consumer Purchase Intention of Vintage Coffee Shops: The Mediating Role of Brand Attachment and Moderating Effect of Solitude Preference

2026-08-02T16:41:51SE Asia Daylight Time

Vintage coffee, as an emerging cross-border format integrating "vintage retail + boutique coffee", has become a key growth point in China's coffee industry under the background of experience economy and digital marketing. This study, grounded in the optimized 4C marketing theory, brand attachment theory and consumer segmentation theory, examines how the optimized 4C marketing mix elements influence consumer purchase intention, as well as the mediating role of brand attachment and the moderating effect of solitude preference. A questionnaire survey was conducted among 450 valid customers with consumption experience in vintage coffee shops, and data analysis was carried out using SPSS 26.0. Findings indicate that all four optimized 4C elements (experience value, psychological cost, spatial convenience, interactive communication) exert a significant impact on brand attachment and consumer purchase intention. Brand attachment plays a fully mediating role between psychological cost and purchase intention, and a partial mediating role between the other three 4C dimensions and purchase intention. Meanwhile, solitude preference has a significant positive moderating effect on the relationship between brand attachment and purchase intention. The research clarifies the influencing mechanism of consumer purchase intention in the vintage coffee format, and provides actionable recommendations for enterprises and valuable insights for comparable cross-border retail and catering formats.

An Empirical Study On The Relationship Between Executive Compensation And Firm Performance In High-Tech Manufacturing Companies

2026-08-02T16:44:59SE Asia Daylight Time

This study takes firm performance as the dependent variable, selects Tobin ’s Q as the core performance indicator, and uses ROA and ROE as alternative indicators for robustness testing. Executive compensation and theproportion of management shareholdings are used to measure the levels of compensation incentives and equityincentives, respectively, while controlling for variables such as firm size, debt-to-asset ratio, growth potential, and thelargest shareholder’s stake. The results indicate that executive compensation incentives have a significant positiveimpact on firm performance; after incorporating the proportion of management shareholdings, both salary incentives and equity incentives significantly promote improvements in corporate performance, with equity incentives having a stronger effect; the core conclusions remain valid after applying a one-period lag, substituting performance indicators, and using 2SLS to address endogeneity issues. This paper concludes that improving executive compensation mechanisms and optimizing long-term equity incentives can help enhance the performance and long-term value creation capabilities of listed companies in the high-tech manufacturing sector.

The Empirical Study on New Media Marketing of Three Squirrels' Online Community Platform Based on the 4I Theory

2026-08-02T16:45:44SE Asia Daylight Time

In the new media era, consumer attention has become fragmented and traditional firm-centered marketing logic struggles to drive engagement on online community platforms. Grounded in the 4I theory and the Stimulus-Organism-Response (S-O-R) framework, this study examines how four marketing characteristics of Three Squirrels' online community—entertainment (interesting), benefits, interaction, and personalization (individuality)—influence consumers' purchase intention, and tests whether brand identification mediates these relationships. An online questionnaire was distributed to consumers who follow or have participated in Three Squirrels' Weibo, WeChat, Xiaohongshu, and Douyin communities; 225 responses were collected and 202 valid responses were retained for analysis. Reliability and validity tests, exploratory factor analysis, Pearson correlation analysis, structural equation modeling (SEM), and mediation tests were conducted in SPSS 26.0 and AMOS. The results show that entertainment, benefits, and interaction have significant positive effects on brand identification, while personalization shows no significant direct effect. Brand identification has a strong positive effect on purchase intention (β = 0.914, p < 0.001). The bootstrap mediation test provides statistically robust support for the entertainment path, whereas the benefit, interaction, and personalization indirect paths should be interpreted cautiously because their confidence intervals include zero. The findings refine the 4I theory in the leisure-food online-community context and offer brands evidence-based guidance for designing entertaining content, benefit-oriented strategies, and high-frequency interaction.

Research on the Impact of Live Streaming E-Commerce Model on Tourism Product Consumption Behavior from the Perspective of Emotional Value

2026-08-02T16:46:31SE Asia Daylight Time

The continuous iteration of digital technology has rapidly propelled the live-streaming e-commerce industry, creating new development opportunities for the online sales of tourism products. However, the specific mechanisms of interactive marketing and emotional value in this context remain under-explored. Based on the Stimulus-Organism-Response (S-O-R) theory, this study explores how interactive marketing in live streaming e-commerce affects consumers' purchase intention for tourism products, with a focus on the mediating role of emotional value. Through a survey of 406 valid responses and analysis using structural equation modeling and the Bootstrap method, the research reveals a dual-path influence mechanism. Specifically, anchor interactivity significantly enhances audience trust, while promotional interactivity effectively improves audience satisfaction. Both trust and satisfaction positively influence purchase intention and act as significant partial mediators. The mediating effects account for 42.23% and 47.13% in their respective paths. These findings offer theoretical insights and practical implications for tourism enterprises to optimize live streaming strategies by strengthening emotional engagement.

THE INFLUENCE OF EXPOSURE TO ONLINE NARRATIVES REGARDING TRANSNATIONAL CRIME ON CHINESE TOURISTS’ INTENTION TO VISIT THAILAND

2026-08-02T15:49:31SE Asia Daylight Time

This study examines the influence of exposure to online narratives regarding transnational crime on Chinese tourists’ intention to visit Thailand. In recent years, crime-related narratives connected to Thailand, Myanmar, and Cambodia have spread widely across Chinese social media platforms such as Douyin, Weibo, and Xiaohongshu. These narratives may increase perceived risk and negatively affect Thailand’s destination image. Therefore, this study investigates the relationship between exposure to online crime narratives and Chinese tourists’ travel intention toward Thailand. A quantitative research approach was employed using an questionnaire survey, with 400 valid responses collected from Chinese social media users. Data was analyzed using descriptive statistics, Pearson correlation, and regression analysis through SPSS. The study is supported by the Social Amplification of Risk Framework (SARF), Narrative Persuasion Theory, and the Theory of Planned Behavior.

The findings reveal a significant negative relationship between exposure to online crime narratives and Chinese tourists’ intention to visit Thailand. Higher exposure levels were associated with stronger perceptions of risk and lower travel intention. However, Thailand remains a popular destination among Chinese tourists due to its geographical proximity, affordable travel costs, and diverse tourism attractions. This study contributes to understanding how digital media narratives influence tourism behavior and offers recommendations for improving destination communication and rebuilding tourists’ confidence.

An Empirical Study on the Impact of Localised Content on Consumer Purchase Intentions in Cross-Border Live-Streaming E-Commerce: The Mediating Role of Perceived Value

2026-08-02T16:47:15SE Asia Daylight Time

Cross-border live-streaming e-commerce has experienced rapid growth, but this has also been accompanied by cultural mismatches that have led to a prominent “high traffic, low conversion” problem. Based on the S-O-R theory, this study deconstructs localized content into localized content presentation and localized social interaction, constructs a “localized content—perceived value—purchase intention” model, and examines the mediating role of perceived value. The results show that both localized content presentation and localized social interaction have a significant positive impact on consumers’ perceived value; perceived value plays a significant mediating role between localized content and purchase intention; and dynamic social interaction-based localization is more effective than static content presentation. This study extends the application of the S-O-R model and perceived value theory to cross-border live-streaming scenarios, providing practical guidance for cross-cultural operations and conversion rate improvement in live-streaming e-commerce.

The Effect of Artificial Intelligence Application on Employee Job Performance: Dual Mediating Roles and Moderating Role

2026-08-02T16:31:11SE Asia Daylight Time

With the rapid penetration of artificial intelligence technology into the workplace, its effect on employee job performance has become a research focus in organizational behavior. However, existing studies have mostly focused on single-path effects and lack a systematic analysis of the dual mechanisms and boundary conditions of artificial intelligence. Based on the Job Demands-Resources model, self-determination theory, and job insecurity theory, this study constructs a moderated dual-mediation model. A questionnaire survey was conducted among 260 employees who use artificial intelligence tools in their daily work, and the data were empirically tested through regression analysis and structural equation modeling. The results show that artificial intelligence application has a significant positive direct effect on employee job performance; proactive learning behavior plays a positive mediating role, while job insecurity plays a negative mediating role; organizational support positively moderates the relationship between artificial intelligence application and proactive learning behavior, and negatively moderates the relationship between artificial intelligence application and job insecurity. This study provides an integrated framework for understanding the impact of artificial intelligence in organizations and offers practical guidance for enterprise digital transformation.

The Impact of Dual-Path Word-of-Mouth from Xiaomi Automobile Owners on Brand Defense Intention

2026-08-02T16:30:45SE Asia Daylight Time

Abstract

As competition in the new energy vehicle market intensifies, the proactive defense of brands by vehicle owners has emerged as a pivotal issue. This study delves into the influence of perceived value and negative remediation on brand defense intention, addressing a theoretical gap in the proactive defense behavior of vehicle owners and offering insights to aid cross-industry automotive enterprises in their operations. A total of 338 questionnaires were collected from Xiaomi Automobile owners, and SPSS was employed for regression analysis and bootstrap mediation testing. Results: perceived experience value (β=0.434) and negative experience remediation (β=0.314) exert a significant positive impact on brand defense intention. Brand trust partially mediates these effects, accounting for 30.33% and 43.53%, respectively. The significance of this study lies in uncovering brand trust as the psychological nexus linking perception and defense behavior. It suggests that automotive companies, while enhancing product value, should also establish transparent remediation mechanisms to rebuild trust and activate "super defenders".

The Impact of Ai-Powered Recommendation System Attributes on Consumer Purchase Intention: The Mediation Effect of Perceived Value

2026-08-02T16:30:18SE Asia Daylight Time

In the context of the rapid growth of artificial intelligence, AI-based recommender systems have become increasingly important in e-commerce and content platforms and, over time, have become a key factor shaping consumers’ choices. In accordance with the Stimulus-Organism-Response (S-O-R) model, this paper examines how AI recommender system attributes influence purchase intention through consumer perception. In particular, AI recommender systems are conceptualized as having three core features: predictive capability, accuracy, and dynamism and adaptability. Perceived value is introduced as a mediator variable and is further subdivided into functional value, emotional value, and cognitive value. Data was gathered through a questionnaire survey and processed empirically using SPSS and PROCESS. It was found that all three characteristics of AI recommender systems have strong positive impacts on consumers’ purchase intention, while perceived value plays a partial mediating role. Of these, functional value has the highest explanatory power in consumer decision-making. The research contributes to the existing literature on AI recommender systems by considering the psychological processes behind their implementation and offers useful insights into the effective recommendation strategies for digital platforms.

A Study of Influencing Factors on Consumers’ Repurchase and Social Sharing Intention: Mala Tang in Bangkok, Thailand

2026-08-02T16:47:54SE Asia Daylight Time

This paper takes consumers of Mala Tang (a type of spicy hot pot) in Bangkok, Thailand, as the research object. Based on the S-O-R theory and expectation confirmation theory, it constructs a model of the influence of service quality, co-created experience, and cultural novelty on consumers' repurchase intention and social sharing intention. Consumer satisfaction is introduced as a mediating variable. A questionnaire survey was conducted to collect 306 valid samples, and SPSS and AMOS were used for empirical analysis. The results show that service quality, co-created experience, and cultural novelty all significantly and positively influence consumer satisfaction; consumer satisfaction has a significant positive driving effect on social sharing intention and repurchase intention; consumer satisfaction plays a partial mediating role among service quality, co-created experience, cultural novelty, and repurchase intention and social sharing intention, and the three factors synergistically influence consumers' behavioral intentions. This study fills a gap in overseas Mala Tang consumption research and provides empirical reference for Bangkok Mala Tang operators and the localization operation of Chinese catering overseas.

The Relationship Between Instrumental Use of Social Media and Psychological Security Among Chinese International Students Living Alone in Thailand

2026-08-02T15:50:09SE Asia Daylight Time

This study investigates the relationship between instrumental use of social media and psychological security among Chinese international students living alone in Thailand. Acknowledging that international students increasingly rely on digital platforms for practical information and daily management without immediate support, this research integrates Uses and Gratifications Theory, Self‑Determination Theory, Social Support Theory, and Cross‑Cultural Adaptation frameworks (Katz et al., 1974; Deci & Ryan, 2000; Cohen & Wills, 1985; Berry, 1997). . Through a quantitative survey of 400 Chinese international students in Thai universities, the study examines how goal‑oriented social media use—information seeking, problem‑solving, guidance, and adaptation support—relates to emotional stability, safety, confidence, and coping ability. 1) Respondents showed high levels of both instrumental use and psychological security. 2) A moderate positive correlation exists between the two variables. 3) Regression analysis confirms that instrumental use significantly predicts psychological security. 4) Among demographics, only gender had a significant effect. These results indicate that social media serve as practical support systems reducing uncertainty and enhancing confidence, offering implications for universities and policymakers to improve student welfare via targeted digital strategies.

The Influence of Media Platform Preferences for Live Sports Streaming on Sports Product Purchase Intention among Thai Consumers across Different Age Cohorts

2026-08-02T15:33:20SE Asia Daylight Time

Abstract

This study investigates the influence of live sports streaming platform preferences on sports product purchase intentions among Thai consumers across varying age cohorts. Acknowledging that the rapid proliferation of digital sports broadcasting has fundamentally transformed audience accessibility, fan community interactions, and exposure to sports marketing, this research integrates the Uses and Gratifications Theory, the Theory of Planned Behavior, the Stimulus-Organism-Response model, and sports fan engagement literature (Ajzen, 1991; Katz et al., 1974; Mehrabian & Russell, 1974). Through a quantitative survey administered to 400 active Thai consumers of digital sports streams, the study systematically examines how platform choice, user gratifications, technological features, and generational differences collectively shape consumer behavior. The empirical findings reveal that media platform preferences and associated platform characteristics significantly drive purchase intentions. Specifically, platform features acting as environmental stimuli exerted the strongest predictive effect, followed by platform gratifications and technology adoption factors. Furthermore, generational cohorts significantly moderated the relationship between platform gratifications and purchase intentions, demonstrating that younger consumers are more acutely driven by interactive and socially engaging platform experiences. Ultimately, these results underscore that modern live sports streaming platforms transcend traditional media channels to function as multifaceted commercial ecosystems that seamlessly integrate entertainment, fan identity, social participation, and consumer behavior (Funk & James, 2001; Trail & James, 2011).

The Influence of Blind Box Marketing on Purchase Intention and Brand Loyalty among Chinese Students in Thailand: A Case Study of POP MART

2026-08-02T16:28:34SE Asia Daylight Time

This study examines the influence of blind box marketing on purchase intention and brand loyalty among Chinese students in Thailand, using POP MART as a case study. Guided by the Stimulus–Organism–Response (SOR) framework and the marketing mix (4P) concept, blind box marketing is treated as the independent variable, while purchase intention and brand loyalty are regarded as the dependent variables.

A quantitative research approach was employed through a structured online questionnaire distributed to Chinese students in Thailand who had purchasing experience with, or interest in, POP MART blind box products. The final sample consisted of 396 valid respondents. Data were collected using a five-point Likert scale and analyzed through descriptive statistics, reliability analysis, Pearson correlation analysis, and simple linear regression.

The findings show that POP MART’s blind box marketing has a significant and positive influence on both purchase intention and brand loyalty. The regression results indicate that blind box marketing explains 72.9% of the variance in purchase intention and 73.0% of the variance in brand loyalty. Therefore, both research hypotheses were supported.

The findings also suggest that uncertainty and randomness, collectability and limited editions, product and packaging design, as well as interactive and experiential marketing can stimulate purchase intention and strengthen brand loyalty. This study contributes to the literature on blind box marketing in a cross-cultural context and provides practical implications for art toy brands targeting young overseas consumers.

The “Double-Edged Sword” Effect of Perceived AI Application on Knowledge Workers'Innovative Behavior: Empowerment Perception and Replacement Anxiety as Parallel Mediators

2026-08-02T16:48:35SE Asia Daylight Time

This study examines the mechanisms through which perceptions of AI applications influence the innovative

behavior of knowledge workers from the perspective of employee cognitive psychology. Building on this foundation, it

proposes a parallel mediation model that integrates psychological empowerment theory, job insecurity theory, and

resource conservation theory, with AI empowerment and AI replacement anxiety serving as mediating variables. Data

were collected via questionnaires and analyzed using regression analysis and the Bootstrap method. The findings

indicate that perceptions of AI applications can enhance the innovative behavior of knowledge workers, and this effect

operates through two distinct mechanisms: First, perceptions of AI applications increase AI empowerment, which in

turn enhances employees’ self-efficacy and sense of resource control, thereby promoting innovative behavior; second,

perceptions of AI applications also trigger AI replacement anxiety, which conversely inhibits the development of

innovative behavior; Mediation analysis revealed that both factors play a partial mediating role but in opposite

directions, indicating that AI application exhibits a “double-edged sword effect.” The study also found that the impact

of perceived AI application on employee behavior is multi-layered and complex. By examining both positive and

negative aspects, this paper not only contributes to understanding employee behavior in an AI environment but also

provides insights for enterprises to better apply artificial intelligence and enhance their innovation capabilities.

The Impact of Sino-Thai Catering Brand Collaborations on Consumer Purchase Intention: An Empirical Analysis from the Perspective of Cultural Adaptation

2026-08-02T16:35:33SE Asia Daylight Time

随着消费升级和双向文化融合理念的兴起，跨境餐饮联名品牌已成为餐饮业最重要的战略之一。然而，目前尚缺乏实证� �究探讨其对中泰文化背景下消费者购买意愿的影响机制。本� �究运用SPSS和Process软件，基于SOR模型，分析了来自中国和泰国的327份有效问卷，结果表明，品牌契合度对品牌认同具有正向影响，品牌认同进而提升购买意愿，并起到部分中介作用；文化适应性则对二者关系起到正向调节作用。文化适应性的调节效应（β=0.252）和品牌认同的中介效应（49.12%）在泰国均高于中国（41.65%；β=0.159）。本� �究拓展了现有理论，并为中泰餐饮企业提供了多元化的联名品牌策略建议。

FROM 2D CHARACTERS TO DIGITAL COMPANIONS:THE INTERNAL PSYCHOLOGICAL MECHANISMOF HOW EMOTIONAL BONDING BETW EENANIME GAME PLAYERS AND VIRTUALCHARACTERS INFLUE NCES THE IRCONTINUOUS PARTICIPATIONINTENTION

2026-08-02T16:29:41SE Asia Daylight Time

This study investigates parasocial relations between players and virtual characters in anime-style games, exploring their evolution from perceived "two-dimensional figures" to "digital companions". Integrating parasocial relationship theory and self-determination theory, it examines how these evolving relations influence willingness to continue participating through the satisfaction of three basic psychological needs: perceived autonomy, perceived sense of achievement, and perceived sense of belonging, which serve as mediating variables. Based on social role theory, gender is included as a control variable to test potential gender differences. A questionnaire survey collected 220 valid responses. Results show that parasocial relations positively predict willingness to continue participating, with all three psychological needs mediating this effect. Gender does not significantly moderate any mediation paths. These findings enhance theoretical understanding of digital gaming user behavior and offer practical im

‘Content Dissemination’ and ‘Interaction Patterns ’of Chinese Fans in SOTUS The Series Fan Communities: A Case Study of Weibo CP Super Topic

2026-08-03T07:54:28SE Asia Daylight Time

This study aimed to explore Chinese fans’ content dissemination behaviors, dominant interaction patterns and internal communication ecosystem within the SOTUS The Series Weibo CP Super Topic. Adopting a qualitative methodology, this study analyzed ten high-engagement posts released between 2022 and 2024 and conducted online focus group discussions with sixteen active fans. This study referenced participatory communication theory, reception theory and social identity theory. The research objectives were to explore the motivations driving Chinese fans of SOTUS The Series to participate in Weibo CP Super Topic content dissemination, and to identify their frequently engaged content types and corresponding interaction patterns.

The findings revealed three core interaction modes and four major content categories that jointly formed a stable cross-cultural communication system. Through reposting, commenting and fan creation, fans facilitated China–Thailand cross-cultural exchange, which effectively strengthened a sense of group belonging and community cohesion. This research supplemented transnational fandom studies and offered valuable directions for future multi-platform, mixed-method research.

Determinants of Adoption and Usage Frequency of the 7-Delivery Application among Consumers in the Bangkok Metropolitan Region: A Two-Stage Econometric Modeling Approach

2026-08-08T10:46:29SE Asia Daylight Time

This research aims to analyze the factors influencing consumers' decisions to use and not use the 7-Delivery application in Bangkok and its Metropolitan Region, using a Binary Logit Model, and to analyze the factors affecting the number of times consumers in Bangkok and its Metropolitan Region use the 7-Delivery application per month, using a Negative Binomial Regression Model. Primary data were collected using 400 questionnaires. The research analyzed qualitative data using descriptive statistics and analyzed quantitative data in two aspects. The results of the study found that factors positively affecting the decision to use the service included living in a house, the use of other food delivery applications, and travel time to the storefront. Meanwhile, distance from residence to the storefront, being a student, as well as being employed as a private company employee or government official, negatively affected the likelihood of choosing to use the service. Regarding factors affecting the number of times the service was used per month, it was found that factors with a positive influence included the use of other food delivery applications and living in a house. In contrast, years of education, being a student, as well as being a company employee or government official, and traveling to the storefront on foot negatively affected the number of times the service was used per month.