Vol. 10 (2026)

• Editor's Note

  i-ii

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Table of Contents

• Table of Contents

  Kanitsorn Terdpaopong

  a-b

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Published Articles

• 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, Doungtip Chareonrook

  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, Doungtip Chareonrook

  156-163

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

  CHONGKAI WEI, Doungtip Chareonrook

  164-173

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

  QI JIANG, Doungtip Chareonrook

  174-184

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

  shan yuxin

  185-198

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

  XUEYING ZHAO

  199-207

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

  XING XIN JIN

  208-216

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

  Yihan Li, Lucksana Klaikao

  217-229

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

  Wansadet - Kajohnmatbut, Thoedsak Chomtohsuwan

  230-247

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