Asean International Sandbox Conference

Editor's Note

Mon, 11 May 2026 00:00:00 SE Asia Daylight Time

Wed, 22 Jul 2026 10:43:43 SE Asia Daylight Time

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

Patpong Angkahirun — Thu, 30 Apr 2026 00:00:00 SE 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

Hein Htet Aung, Sai Hark Poo Hseng, Kazuma Noguchi, Kaung Pyae Shan — Mon, 11 May 2026 08:30:05 SE 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

ziqi li — Wed, 22 Jul 2026 05:03:23 SE 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

Zesong Xiang — Wed, 22 Jul 2026 05:13:40 SE 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 the

proportion of management shareholdings are used to measure the levels of compensation incentives and equity

incentives, respectively, while controlling for variables such as firm size, debt-to-asset ratio, growth potential, and the

largest shareholder’s stake. The results indicate that executive compensation incentives have a significant positive

impact 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

YIJIA SUN — Wed, 22 Jul 2026 05:22:11 SE 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

RUI ZHANG — Wed, 22 Jul 2026 05:59:45 SE 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

yichen zhu — Wed, 22 Jul 2026 06:07:06 SE 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

jinjie fang — Wed, 22 Jul 2026 06:17:37 SE 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

CHUNXIAO ZI — Wed, 22 Jul 2026 09:31:08 SE 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

xingyu pu — Wed, 22 Jul 2026 10:08:22 SE 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

NAN LIU — Wed, 22 Jul 2026 10:17:07 SE 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

mengling zhang — Wed, 22 Jul 2026 10:26:43 SE 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

Chen Zhuxuan — Wed, 22 Jul 2026 10:34:23 SE 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.