{"id":"https://openalex.org/W7220148645","doi":null,"title":"\u0e15\u0e31\u0e27\u0e41\u0e1a\u0e1a\u0e2a\u0e21\u0e01\u0e32\u0e23\u0e40\u0e0a\u0e34\u0e07\u0e42\u0e04\u0e23\u0e07\u0e2a\u0e23\u0e49\u0e32\u0e07\u0e02\u0e2d\u0e07\u0e01\u0e32\u0e23\u0e22\u0e2d\u0e21\u0e23\u0e31\u0e1a\u0e01\u0e32\u0e23\u0e43\u0e0a\u0e49\u0e1a\u0e23\u0e34\u0e01\u0e32\u0e23\u0e41\u0e1e\u0e25\u0e15\u0e1f\u0e2d\u0e23\u0e4c\u0e21 \u0e2a\u0e21\u0e38\u0e19\u0e44\u0e1e\u0e23\u0e43\u0e19\u0e1b\u0e23\u0e30\u0e40\u0e17\u0e28\u0e44\u0e17\u0e22","display_name":"\u0e15\u0e31\u0e27\u0e41\u0e1a\u0e1a\u0e2a\u0e21\u0e01\u0e32\u0e23\u0e40\u0e0a\u0e34\u0e07\u0e42\u0e04\u0e23\u0e07\u0e2a\u0e23\u0e49\u0e32\u0e07\u0e02\u0e2d\u0e07\u0e01\u0e32\u0e23\u0e22\u0e2d\u0e21\u0e23\u0e31\u0e1a\u0e01\u0e32\u0e23\u0e43\u0e0a\u0e49\u0e1a\u0e23\u0e34\u0e01\u0e32\u0e23\u0e41\u0e1e\u0e25\u0e15\u0e1f\u0e2d\u0e23\u0e4c\u0e21 \u0e2a\u0e21\u0e38\u0e19\u0e44\u0e1e\u0e23\u0e43\u0e19\u0e1b\u0e23\u0e30\u0e40\u0e17\u0e28\u0e44\u0e17\u0e22","publication_year":2024,"publication_date":"2024-05-16","ids":{"openalex":"https://openalex.org/W7220148645"},"language":"th","primary_location":{"id":"pmh:oai:so04.tci-thaijo.org:article/272552","doi":null,"is_oa":true,"landing_page_url":"https://so04.tci-thaijo.org/index.php/journalmbsmut/article/view/272552","pdf_url":"https://so04.tci-thaijo.org/index.php/journalmbsmut/article/download/272552/183771","source":{"id":"https://openalex.org/S7407066767","display_name":"MUT Journal of Business Administration","issn_l":"0859-9750","issn":["0859-9750","2697-4347"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"0859-9750","raw_type":"info:eu-repo/semantics/article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://so04.tci-thaijo.org/index.php/journalmbsmut/article/download/272552/183771","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5039600313","display_name":"Kanokkarn Snae Namahoot","orcid":"https://orcid.org/0000-0003-1642-2446","observed_orcids":["https://orcid.org/0000-0003-1642-2446"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Snae Namahoot, Kanokkarn","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5057670055","display_name":"Chakkrit Snae Namahoot","orcid":"https://orcid.org/0000-0003-4660-4590","observed_orcids":["https://orcid.org/0000-0003-4660-4590"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Snae Namahoot, Chakkrit","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5092238848","display_name":"Wachira Punpairoj","orcid":"https://orcid.org/0000-0001-9937-4595","observed_orcids":["https://orcid.org/0000-0001-9937-4595"]},"institutions":[{"id":"https://openalex.org/I66200439","display_name":"Naresuan University","ror":"https://ror.org/03e2qe334","country_code":"TH","type":"education","lineage":["https://openalex.org/I66200439"]}],"countries":["TH"],"is_corresponding":false,"raw_author_name":"Punpairoj, Wachira","raw_affiliation_strings":["Assistant Professor, Faculty of Business, Economics and Communications , Naresuan University , Phitsanulok , Thailand"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Assistant Professor, Faculty of Business, Economics and Communications , Naresuan University , Phitsanulok , Thailand","institution_ids":["https://openalex.org/I66200439"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5157336705","display_name":"Chitinute Wattana","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I66200439","display_name":"Naresuan University","ror":"https://ror.org/03e2qe334","country_code":"TH","type":"education","lineage":["https://openalex.org/I66200439"]}],"countries":["TH"],"is_corresponding":false,"raw_author_name":"Wattana, Chitinute","raw_affiliation_strings":["Assistant Professor, Faculty of Business, Economics and Communications , Naresuan University , Phitsanulok , Thailand"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Assistant Professor, Faculty of Business, Economics and Communications , Naresuan University , Phitsanulok , Thailand","institution_ids":["https://openalex.org/I66200439"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.8999000191688538,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.8999000191688538,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.09430000185966492,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14416","display_name":"Health, Technology, Consumer Behavior","score":0.00430000014603138,"subfield":{"id":"https://openalex.org/subfields/3605","display_name":"Health Information Management"},"field":{"id":"https://openalex.org/fields/36","display_name":"Health Professions"},"domain":{"id":"https://openalex.org/domains/4","display_name":"Health Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/user-trust","display_name":"user trust","score":0.6809999942779541},{"id":"https://openalex.org/keywords/service-adoption","display_name":"service adoption","score":0.7369999885559082},{"id":"https://openalex.org/keywords/herbal-products","display_name":"herbal products","score":0.6610000133514404},{"id":"https://openalex.org/keywords/e-commerce","display_name":"e-commerce","score":0.5649999976158142},{"id":"https://openalex.org/keywords/thailand","display_name":"Thailand","score":0.5070000290870667}],"concepts":[{"id":"https://openalex.org/C71104824","wikidata":"https://www.wikidata.org/wiki/Q1476639","display_name":"Structural equation modeling","level":2,"score":0.6640999913215637},{"id":"https://openalex.org/C40722632","wikidata":"https://www.wikidata.org/wiki/Q5160137","display_name":"Confirmatory factor analysis","level":3,"score":0.527999997138977},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5206000208854675},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5027999877929688},{"id":"https://openalex.org/C198531522","wikidata":"https://www.wikidata.org/wiki/Q485146","display_name":"Sample (material)","level":2,"score":0.43970000743865967},{"id":"https://openalex.org/C136197465","wikidata":"https://www.wikidata.org/wiki/Q1729295","display_name":"Variety (cybernetics)","level":2,"score":0.43160000443458557},{"id":"https://openalex.org/C2779662365","wikidata":"https://www.wikidata.org/wiki/Q5416694","display_name":"Event (particle physics)","level":2,"score":0.39579999446868896},{"id":"https://openalex.org/C65067816","wikidata":"https://www.wikidata.org/wiki/Q2295139","display_name":"Computer-assisted web interviewing","level":2,"score":0.3937999904155731},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.34860000014305115},{"id":"https://openalex.org/C56995899","wikidata":"https://www.wikidata.org/wiki/Q1126687","display_name":"Focus group","level":2,"score":0.34040001034736633},{"id":"https://openalex.org/C98716237","wikidata":"https://www.wikidata.org/wiki/Q193959","display_name":"Marketing mix","level":2,"score":0.31630000472068787},{"id":"https://openalex.org/C2779824472","wikidata":"https://www.wikidata.org/wiki/Q207123","display_name":"Herb","level":3,"score":0.313400000333786},{"id":"https://openalex.org/C536005652","wikidata":"https://www.wikidata.org/wiki/Q677073","display_name":"Direct marketing","level":2,"score":0.27730000019073486},{"id":"https://openalex.org/C556039675","wikidata":"https://www.wikidata.org/wiki/Q771035","display_name":"Traditional medicine","level":1,"score":0.26589998602867126},{"id":"https://openalex.org/C192209626","wikidata":"https://www.wikidata.org/wiki/Q190909","display_name":"Focus (optics)","level":2,"score":0.26010000705718994}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:so04.tci-thaijo.org:article/272552","doi":null,"is_oa":true,"landing_page_url":"https://so04.tci-thaijo.org/index.php/journalmbsmut/article/view/272552","pdf_url":"https://so04.tci-thaijo.org/index.php/journalmbsmut/article/download/272552/183771","source":{"id":"https://openalex.org/S7407066767","display_name":"MUT Journal of Business Administration","issn_l":"0859-9750","issn":["0859-9750","2697-4347"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"0859-9750","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"pmh:oai:so04.tci-thaijo.org:article/272552","doi":null,"is_oa":true,"landing_page_url":"https://so04.tci-thaijo.org/index.php/journalmbsmut/article/view/272552","pdf_url":"https://so04.tci-thaijo.org/index.php/journalmbsmut/article/download/272552/183771","source":{"id":"https://openalex.org/S7407066767","display_name":"MUT Journal of Business Administration","issn_l":"0859-9750","issn":["0859-9750","2697-4347"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"0859-9750","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7220148645.pdf","grobid_xml":"https://content.openalex.org/works/W7220148645.grobid-xml"},"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W4402319417","https://openalex.org/W7219514709","https://openalex.org/W7219205368","https://openalex.org/W7219538177","https://openalex.org/W7219296509","https://openalex.org/W2258381802","https://openalex.org/W7219286736","https://openalex.org/W7215463190","https://openalex.org/W7219290113","https://openalex.org/W6986503141"],"abstract_inverted_index":{"The":[0,42,59],"purpose":[1],"of":[2,12,31,74,76,130,141,160],"this":[3],"quantitative":[4],"research":[5],"was":[6,20,57],"to":[7,25],"study":[8],"the":[9,52,63,72,100,128,142,167,176],"causal":[10],"factors":[11],"using":[13,46],"domestic":[14],"herbal":[15,37,77,89,113,131],"platform":[16,38,78,90,114],"services.":[17],"A":[18],"uestionnaire":[19],"used":[21,36],"as":[22,120],"a":[23,29,121,158],"tool":[24],"collect":[26],"data":[27,43],"from":[28],"sample":[30],"400":[32],"people":[33],"who":[34],"had":[35,67,104],"services":[39,79,91,115,174],"in":[40,80,87,92,111,116,133,166],"Thailand.":[41,81],"were":[44],"analyzed":[45],"Confirmatory":[47],"Factor":[48],"Analysis":[49],"(CFA),":[50],"and":[51,163],"Structural":[53],"Equation":[54],"Modeling":[55],"(SEM)":[56],"analyzed.":[58],"results":[60],"showed":[61],"that":[62,169],"online":[64,101,143],"marketing":[65,102,144],"mix":[66,103],"no":[68],"direct":[69],"influence":[70,107],"on":[71,108,137],"trust":[73,119],"users":[75,170],"Trust":[82],"directly":[83],"influenced":[84],"decision":[85,109],"making":[86,110],"selecting":[88,112],"Thailand":[93,117,134],"(\u03b2":[94,123],"=":[95,124],"0.865,":[96],"p<0.01).":[97,126],"In":[98],"addition,":[99],"an":[105],"indirect":[106],"with":[118],"carrier":[122],"0.530,":[125],"Therefore,":[127],"development":[129],"platforms":[132],"should":[135,150],"focus":[136],"all":[138],"4":[139],"aspects":[140],"mix.":[145],"Moreover,":[146],"knowledge":[147],"about":[148],"herbs":[149],"be":[151],"provided":[152],"by":[153],"offering":[154],"fair":[155],"prices,":[156],"having":[157],"variety":[159],"contact":[161],"channels,":[162],"organizing":[164],"promotions":[165],"event":[168],"or":[171],"entrepreneurs":[172],"use":[173],"through":[175],"herb":[177],"platform,":[178],"etc.":[179]},"counts_by_year":[],"updated_date":"2026-11-12T12:28:57.059296","created_date":"2026-10-05T00:00:00"}
