Journal of Digital Business and Social Sciences

Cover Vol.10 No.2

JDBS JDBS — 2025-02-18

Cover

Full Issue Vol.10 No.2

JDBS JDBS — 2025-02-18

Full Issue Vol.10 No.2

Editorial Team

JDBS JDBS — 2025-02-18

Editorial Team

Peer Reviewers

JDBS JDBS — 2025-02-18

Peer Reviewers

JDBS JDBS — 2025-02-18

Table of Contents

A Mediating Effect of Consumer Attitudes, Mediated by Characteristics of Micro-Influencers, on Purchase Intention in The Real Estate Industry in Thailand

นลินรัตน์ รภัสศักย์ — 2025-02-17

The objectives of this study were to investigate the direct impact of micro influencer characteristics on consumers’ perspectives, examine the direct impact of micro influencer characteristics on consumers’ purchase intentions, study the direct impact of consumers’ perspectives on purchase intentions, and explore the role of consumers’ perspectives as a mediator linking micro influencer characteristics to purchase intentions. The sample in this study included people who were followers and had watched videos from micro influencers in the real estate business in Thailand. The sample consisted of individuals aged 22 to 34 years, with a total number of 408 participants. The instrument used to collect data was a questionnaire. Statistics used in the data analysis included frequency, percentage, and structural equation modeling, which was employed to analyze the causal relationships and determine the causal influence of the variables.

The results revealed that micro influencers in the real estate business in Thailand possessed several key characteristics, including the reliability of the source, attractiveness of the source, conformity between products, and communication skills. These characteristics had direct impacts on consumers’ perspectives. Furthermore, it was found that consumers’ perspectives serve as a mediating factor linking micro influencer characteristics and purchase intentions in the real estate market in Thailand. This mediation includes aspects such as the reliability of the source, attractiveness of the source, conformity between products, communication, and ultimately, purchase intentions.

The Important Factors Affecting the Fresh Vegetable Distribution Business. A Case Study of V-Fresh Delivery Business Entrepreneur

ศุภสิริ กือเย็น — 2025-02-17

This study aim to research the important factors affecting the fresh vegetable distribution business. Due to the Covid-19 situation, people’s lifestyles have changed to the new normal era, causing online business to grow rapidly. In the early stages of the Covid-19 outbreak, restaurants were severely affected. But when there is a delivery platform, restaurant can adapt to the situation that arises. Nowadays, buying vegetables no longer requires going to the market, can be purchased through online channels as well. The researcher therefore conducted a study. The case study is V-Fresh Delivery business is one of the service providers who deliver fresh vegetables to restaurants. The object of this study were the first, to study important factors affecting restaurant business owner’s decision in selecting services from V-Fresh Delivery business entrepreneur and the second, to study the relationship between demographic factors and factors affecting the fresh vegetable distribution business of V-Fresh Delivery business entrepreneur. The researcher collected data by interviews and online questionnaires. The statistics used to analyze the data include descriptive statistics such as percentages, means, and standard deviations and inferential statistics such as one-way analysis of variance and the simple Pearson’s correlation coefficient chi-square statistics. The result showed the first, personal characteristics in term of gender, age, education level, average monthly income, and business experience were no differences in relationships within the distribution of fresh vegetable factors and the second, the information technology factor was related to personal factors more than other factors in the distribution of fresh vegetables with statistical significance at the 0.05 level.

The Important Factors Affecting Brand Image and User Satisfaction with Coin-Operated Washing and Drying Machines of K-Nex Corporation Company Limited.

สิริวิมล นาคนิยม — 2025-02-18

The purposes of this research were to: 1) study personal factors that affect satisfaction and brand image in using coin-operated washing machines and dryers of K-Nex Corporation Company Limited. 2) study personal factors were affected the attitude for using the coin-operated washing machine and dryer service in various aspects and 3) study the greatest cause-effect impact relationship brand image of laundromat shop. The sample group used the people was 18 years and over with experience use coin-operated washing machines and dryers of K-Nex Corporation Company Limited, 425 people living in Bangkok and surrounding areas. The study analyzed the data using descriptive statistics such as percentage, mean, standard deviation and the inferential statistics were chi-square statistic, chi-squared-Pearson statistic, and multiple regression analysis.

Research results: 1) Most of the respondents were female, aged 20 - 35 years, single status, with higher than a bachelor's degree level of education. Have a career as a private company employee/employee and have income between 40,001–50,000 baht. 2) Knowledge and understanding have the highest level on attitudes for using laundromat with a mean of 4.89 and a standard deviation of 0.314, 3) In terms of monthly income has a relationship with satisfaction for using the coin-operated washing machine and dryer service of K-Nex Corporation Co., Ltd. and 4) The brand image of laundromat has a cause-effect relationship with attitudes in various factors including Cognitive Component, reliability, assurance, and affective component, respectively, with statistical significance at the 0.05 level.

The Decision Factors Affecting to Use a Laundry 24-Hour, through the Application of a Service Provider in Pathum Thani Province

อโนชา ศรีหาวงค์ — 2025-02-18

The purposes of this research were to: 1) study personal factors that affect the use of laundromats 24 hours, 2) study the decision-making of user behavior with the logistics concepts principles (7Rs) for choosing a laundromat 24 hours and 3) study the personal characteristics and behavior were relation with decision-making to the aspects of Logistics concepts (principles 7R’s) for using a laundromat 24 hours through the service provider's application in Pathum Thani Province. The sample groups were service users who knew and understood select laundromats 24 hours through the service provider's application in Pathum Thani Province 400 peoples. Data were analyzed using descriptive statistics such as percentage, mean, and standard deviation. and inferential statistics, including the chi-square statistic. and the Pearson chi-square statistic.

Research results: 1) Most of the respondents were in the general group, female, aged 20 - 35 years, single status, bachelor's degree, private company employee, monthly income more than 50,001 baht and choose the OTTERI WASH & DRY laundromat 24 hours. 2) Personal characteristics in terms of age, marital status, education level, main career, monthly income and decision-making behavior were related to all aspects of Logistics concepts (principles 7R’s) for using a laundromat 24 hours through the service provider's application in Pathum Thani Province with statistically significant at the 0.05 level. And 3) Knew and understood factors have the highest level on aspects of the Logistic concepts (principles 7R’s) for using a laundromat 24 hours through the service provider's application in Pathum Thani Province with a mean of 4.64 and a standard deviation of 0.550

Factors affecting satisfaction in choosing to use shopping services from online applications between LAZADA and SHOPEE of migrant workers in Samut Sakhon

วิชญาพร ปิ่นสุข — 2025-02-18

This research aims to study demographic factors. and factors affecting the behavior of migrant workers in choosing products via online media in Samut Sakhon. Data were collected from a sample of 400 people using a questionnaire as a tool for collecting data. and bring the data to analyze the statistical results according to the research objectives. The statistics used in data analysis include frequency, percentage, average. From the analysis of demographic factors, It was found that most of the sample were female, aged 21-30 years, single status, and Mon ethnicity, income in the range of 10,001 - 15,000 baht or more and have a higher average purchasing decision than other age groups. In the study of marketing factors affecting the decision to buy products online applications of migrant worker in Samut Sakhon, arrange in order from high to low: 1) Marketing promotion factors 2) Distribution channel factors 3) Price and product factors.The hypothesis testing results showed demographic factors and market factors affects the satisfaction of choosing to use shopping services from online applications between LAZADA and SHOPEE of migrant workers in Samut Sakhon with statistical significance at the 0.05 level.