• Editor's Note

  i-ii

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Table of Contents

• Table of Contents

  a-b

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Paper from Thailand

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

  Patpong Angkahirun

  1-12

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

  Hein Htet Aung, Sai Hark Poo Hseng, Kazuma Noguchi, Kaung Pyae Shan

  13-24

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• 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

  25-40

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

  Zesong Xiang

  41-56

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

  YIJIA SUN

  57-66

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

  RUI ZHANG

  67-76

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

  yichen zhu

  77-91

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• 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

  92-106

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

  CHUNXIAO ZI

  107-117

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• The Impact of Dual-Path Word-of-Mouth from Xiaomi Automobile Owners on Brand Defense Intention Brand Trust as the Mediating Effect

  xingyu pu

  118-132

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

  NAN LIU

  133-142

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

  mengling zhang

  143-155

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

  Chen Zhuxuan

  156-163

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