{"id":"https://openalex.org/W7220537295","doi":null,"title":"\u0e2d\u0e34\u0e17\u0e18\u0e34\u0e1e\u0e25\u0e02\u0e2d\u0e07\u0e17\u0e49\u0e2d\u0e07\u0e16\u0e34\u0e48\u0e19\u0e19\u0e34\u0e22\u0e21\u0e41\u0e25\u0e30\u0e04\u0e27\u0e32\u0e21\u0e44\u0e27\u0e49\u0e27\u0e32\u0e07\u0e43\u0e08\u0e43\u0e19\u0e41\u0e1a\u0e23\u0e19\u0e14\u0e4c\u0e17\u0e35\u0e48\u0e2a\u0e48\u0e07\u0e1c\u0e25\u0e15\u0e48\u0e2d\u0e01\u0e32\u0e23\u0e15\u0e31\u0e14\u0e2a\u0e34\u0e19\u0e43\u0e08\u0e0b\u0e37\u0e49\u0e2d\u0e2a\u0e34\u0e19\u0e04\u0e49\u0e32\u0e43\u0e19\u0e23\u0e49\u0e32\u0e19\u0e04\u0e49\u0e32\u0e1b\u0e25\u0e35\u0e01\u0e17\u0e49\u0e2d\u0e07\u0e16\u0e34\u0e48\u0e19\u0e02\u0e2d\u0e07\u0e1c\u0e39\u0e49\u0e1a\u0e23\u0e34\u0e42\u0e20\u0e04 \u0e1e\u0e37\u0e49\u0e19\u0e17\u0e35\u0e48\u0e20\u0e32\u0e04\u0e40\u0e2b\u0e19\u0e37\u0e2d\u0e1b\u0e23\u0e30\u0e40\u0e17\u0e28\u0e44\u0e17\u0e22","display_name":"\u0e2d\u0e34\u0e17\u0e18\u0e34\u0e1e\u0e25\u0e02\u0e2d\u0e07\u0e17\u0e49\u0e2d\u0e07\u0e16\u0e34\u0e48\u0e19\u0e19\u0e34\u0e22\u0e21\u0e41\u0e25\u0e30\u0e04\u0e27\u0e32\u0e21\u0e44\u0e27\u0e49\u0e27\u0e32\u0e07\u0e43\u0e08\u0e43\u0e19\u0e41\u0e1a\u0e23\u0e19\u0e14\u0e4c\u0e17\u0e35\u0e48\u0e2a\u0e48\u0e07\u0e1c\u0e25\u0e15\u0e48\u0e2d\u0e01\u0e32\u0e23\u0e15\u0e31\u0e14\u0e2a\u0e34\u0e19\u0e43\u0e08\u0e0b\u0e37\u0e49\u0e2d\u0e2a\u0e34\u0e19\u0e04\u0e49\u0e32\u0e43\u0e19\u0e23\u0e49\u0e32\u0e19\u0e04\u0e49\u0e32\u0e1b\u0e25\u0e35\u0e01\u0e17\u0e49\u0e2d\u0e07\u0e16\u0e34\u0e48\u0e19\u0e02\u0e2d\u0e07\u0e1c\u0e39\u0e49\u0e1a\u0e23\u0e34\u0e42\u0e20\u0e04 \u0e1e\u0e37\u0e49\u0e19\u0e17\u0e35\u0e48\u0e20\u0e32\u0e04\u0e40\u0e2b\u0e19\u0e37\u0e2d\u0e1b\u0e23\u0e30\u0e40\u0e17\u0e28\u0e44\u0e17\u0e22","publication_year":2026,"publication_date":"2026-07-14","ids":{"openalex":"https://openalex.org/W7220537295"},"language":"th","primary_location":{"id":"pmh:oai:so03.tci-thaijo.org:article/298326","doi":null,"is_oa":true,"landing_page_url":"https://so03.tci-thaijo.org/index.php/jmscrru/article/view/298326","pdf_url":"https://so03.tci-thaijo.org/index.php/jmscrru/article/download/298326/195080","source":{"id":"https://openalex.org/S7407066751","display_name":"Journal of Management Science Chiangrai Rajabhat University","issn_l":"1906-2397","issn":["1906-2397","2697-4223"],"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":"1906-2397","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://so03.tci-thaijo.org/index.php/jmscrru/article/download/298326/195080","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5156771762","display_name":"Thatphong Namwat","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I89226531","display_name":"Rangsit University","ror":"https://ror.org/01cqcrc47","country_code":"TH","type":"education","lineage":["https://openalex.org/I89226531"]}],"countries":["TH"],"is_corresponding":false,"raw_author_name":"Namwat, Thatphong","raw_affiliation_strings":["Faculty of Business Administration, Rangsit University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Faculty of Business Administration, Rangsit University","institution_ids":["https://openalex.org/I89226531"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5014338246","display_name":"NAKAMOL CHANSOM","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I89226531","display_name":"Rangsit University","ror":"https://ror.org/01cqcrc47","country_code":"TH","type":"education","lineage":["https://openalex.org/I89226531"]}],"countries":["TH"],"is_corresponding":false,"raw_author_name":"Chansom, Nakamol","raw_affiliation_strings":["Faculty of Business Administration, Rangsit University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Faculty of Business Administration, Rangsit University","institution_ids":["https://openalex.org/I89226531"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I89226531"],"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/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.8852999806404114,"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"}},"topics":[{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.8852999806404114,"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/T11536","display_name":"Consumer Retail Behavior Studies","score":0.08959999680519104,"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/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.015599999576807022,"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"}}],"keywords":[{"id":"https://openalex.org/keywords/local-preferences","display_name":"local preferences","score":0.8769999742507935},{"id":"https://openalex.org/keywords/brand-trust","display_name":"brand trust","score":0.9369999766349792},{"id":"https://openalex.org/keywords/purchase-decision","display_name":"purchase decision","score":0.656000018119812},{"id":"https://openalex.org/keywords/purchase-intention","display_name":"purchase intention","score":0.8339999914169312},{"id":"https://openalex.org/keywords/local-shopping","display_name":"local shopping","score":0.3100000023841858},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.7599999904632568},{"id":"https://openalex.org/keywords/northern-thailand","display_name":"northern Thailand","score":0.6600000262260437},{"id":"https://openalex.org/keywords/attitudes","display_name":"attitudes","score":0.45100000500679016},{"id":"https://openalex.org/keywords/social-norms","display_name":"social norms","score":0.8980000019073486},{"id":"https://openalex.org/keywords/perceived-behavioral-control","display_name":"perceived behavioral control","score":0.9980000257492065},{"id":"https://openalex.org/keywords/utaut","display_name":"UTAUT","score":0.4690000116825104},{"id":"https://openalex.org/keywords/utaut2","display_name":"UTAUT2","score":0.609000027179718},{"id":"https://openalex.org/keywords/utaut3","display_name":"UTAUT3","score":0.7120000123977661},{"id":"https://openalex.org/keywords/utaut4","display_name":"UTAUT4","score":0.7250000238418579},{"id":"https://openalex.org/keywords/utaut5","display_name":"UTAUT5","score":0.7429999709129333},{"id":"https://openalex.org/keywords/utaut6","display_name":"UTAUT6","score":0.8040000200271606}],"concepts":[{"id":"https://openalex.org/C2778813691","wikidata":"https://www.wikidata.org/wiki/Q1369832","display_name":"Purchasing","level":2,"score":0.7549999952316284},{"id":"https://openalex.org/C39896193","wikidata":"https://www.wikidata.org/wiki/Q380344","display_name":"Descriptive statistics","level":2,"score":0.5884000062942505},{"id":"https://openalex.org/C165957694","wikidata":"https://www.wikidata.org/wiki/Q5421350","display_name":"Exploratory factor analysis","level":3,"score":0.5547999739646912},{"id":"https://openalex.org/C198531522","wikidata":"https://www.wikidata.org/wiki/Q485146","display_name":"Sample (material)","level":2,"score":0.512499988079071},{"id":"https://openalex.org/C196083921","wikidata":"https://www.wikidata.org/wiki/Q7915758","display_name":"Variance (accounting)","level":2,"score":0.4726000130176544},{"id":"https://openalex.org/C2781249084","wikidata":"https://www.wikidata.org/wiki/Q908656","display_name":"Preference","level":2,"score":0.45080000162124634},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.4327000081539154},{"id":"https://openalex.org/C71104824","wikidata":"https://www.wikidata.org/wiki/Q1476639","display_name":"Structural equation modeling","level":2,"score":0.4323999881744385},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.41029998660087585},{"id":"https://openalex.org/C105795698","wikidata":"https://www.wikidata.org/wiki/Q12483","display_name":"Statistics","level":1,"score":0.40689998865127563},{"id":"https://openalex.org/C51167844","wikidata":"https://www.wikidata.org/wiki/Q4422623","display_name":"Latent variable","level":2,"score":0.3901999890804291},{"id":"https://openalex.org/C191795146","wikidata":"https://www.wikidata.org/wiki/Q3878446","display_name":"Norm (philosophy)","level":2,"score":0.3846000134944916},{"id":"https://openalex.org/C133462117","wikidata":"https://www.wikidata.org/wiki/Q4929239","display_name":"Data collection","level":2,"score":0.3562000095844269},{"id":"https://openalex.org/C85973986","wikidata":"https://www.wikidata.org/wiki/Q1091731","display_name":"Exploratory research","level":2,"score":0.3434000015258789},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.3370000123977661},{"id":"https://openalex.org/C149782125","wikidata":"https://www.wikidata.org/wiki/Q160039","display_name":"Econometrics","level":1,"score":0.3257000148296356},{"id":"https://openalex.org/C27574286","wikidata":"https://www.wikidata.org/wiki/Q320723","display_name":"Variables","level":2,"score":0.3244999945163727},{"id":"https://openalex.org/C106906290","wikidata":"https://www.wikidata.org/wiki/Q1140909","display_name":"Cronbach's alpha","level":3,"score":0.32100000977516174},{"id":"https://openalex.org/C2776436953","wikidata":"https://www.wikidata.org/wiki/Q5163215","display_name":"Consistency (knowledge bases)","level":2,"score":0.3172999918460846},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.3034000098705292},{"id":"https://openalex.org/C134261354","wikidata":"https://www.wikidata.org/wiki/Q938438","display_name":"Statistical inference","level":2,"score":0.2955000102519989},{"id":"https://openalex.org/C43214815","wikidata":"https://www.wikidata.org/wiki/Q7310987","display_name":"Reliability (semiconductor)","level":3,"score":0.27970001101493835},{"id":"https://openalex.org/C87007009","wikidata":"https://www.wikidata.org/wiki/Q210832","display_name":"Statistical hypothesis testing","level":2,"score":0.2761000096797943},{"id":"https://openalex.org/C2777267654","wikidata":"https://www.wikidata.org/wiki/Q3519023","display_name":"Test (biology)","level":2,"score":0.26089999079704285},{"id":"https://openalex.org/C44725695","wikidata":"https://www.wikidata.org/wiki/Q288156","display_name":"Normative","level":2,"score":0.26010000705718994}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:so03.tci-thaijo.org:article/298326","doi":null,"is_oa":true,"landing_page_url":"https://so03.tci-thaijo.org/index.php/jmscrru/article/view/298326","pdf_url":"https://so03.tci-thaijo.org/index.php/jmscrru/article/download/298326/195080","source":{"id":"https://openalex.org/S7407066751","display_name":"Journal of Management Science Chiangrai Rajabhat University","issn_l":"1906-2397","issn":["1906-2397","2697-4223"],"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":"1906-2397","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"pmh:oai:so03.tci-thaijo.org:article/298326","doi":null,"is_oa":true,"landing_page_url":"https://so03.tci-thaijo.org/index.php/jmscrru/article/view/298326","pdf_url":"https://so03.tci-thaijo.org/index.php/jmscrru/article/download/298326/195080","source":{"id":"https://openalex.org/S7407066751","display_name":"Journal of Management Science Chiangrai Rajabhat University","issn_l":"1906-2397","issn":["1906-2397","2697-4223"],"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":"1906-2397","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7220537295.pdf","grobid_xml":"https://content.openalex.org/works/W7220537295.grobid-xml"},"referenced_works_count":7,"referenced_works":["https://openalex.org/W2018661709","https://openalex.org/W2055078707","https://openalex.org/W2099697766","https://openalex.org/W2109223853","https://openalex.org/W3094367782","https://openalex.org/W3205070811","https://openalex.org/W4388225485"],"related_works":["https://openalex.org/W7220502547","https://openalex.org/W7215384699","https://openalex.org/W7219527785","https://openalex.org/W7220556115","https://openalex.org/W222296430","https://openalex.org/W1824075029","https://openalex.org/W7127609215","https://openalex.org/W7215588332","https://openalex.org/W7219413271","https://openalex.org/W7215186989"],"abstract_inverted_index":{"This":[0,41],"research":[1,49,96],"aims":[2],"to:":[3],"1)":[4],"Explore":[5],"the":[6,18,21,34,73,117,125,129,166,171,175,245,265,316,375,416,424],"exploratory":[7],"factors":[8],"influencing":[9,24],"purchasing":[10,25,209,213,248,258,268,280,289,306],"decisions":[11,26,210,269,281],"in":[12,27,63,110,128,133,247,267,322,394,423],"local":[13,28,38,107,222,252,273,319,417],"retail":[14,29,39,108,320,406],"stores,":[15,30],"2)":[16],"Test":[17],"consistency":[19],"of":[20,37,57,104,119,154,244,264,296,313,318,415],"causal":[22],"model":[23],"and":[31,72,86,162,174,196,221,238,257,332,336,369,386,398,421],"3)":[32],"Investigate":[33],"management":[35,342,373,410],"strategies":[36,317,360],"stores.":[40],"study":[42,130],"uses":[43],"a":[44,51,293,310,351],"mixed-methods":[45],"approach,":[46],"combining":[47],"quantitative":[48],"through":[50,99,288,305,381],"survey.":[52],"The":[53,113,151,181,204],"sample":[54],"group":[55],"consists":[56],"450":[58],"residents":[59],"from":[60,147,192,200],"9":[61],"provinces":[62],"Northern":[64,111,323],"Thailand.":[65,112],"Data":[66],"were":[67,137,158,179],"collected":[68],"via":[69,89],"online":[70],"questionnaires,":[71],"analysis":[74,118],"was":[75,97,212],"performed":[76],"using":[77],"descriptive":[78],"statistics":[79,88],"including":[80,364],"frequency,":[81],"percentage,":[82],"mean,":[83],"standard":[84],"deviation,":[85],"inferential":[87],"structural":[90],"equation":[91],"modeling.":[92],"In":[93,169],"addition,":[94,170],"qualitative":[95],"conducted":[98],"in-depth":[100],"interviews":[101],"with":[102,144,292,309,350,412],"managers":[103],"5":[105],"successful":[106],"stores":[109,321,391],"findings":[114],"reveal":[115],"that":[116,124,184,404],"basic":[120],"statistical":[121],"values":[122,190,198],"shows":[123],"latent":[126],"variables":[127,136,157],"are":[131],"seven":[132],"total.":[134],"All":[135],"found":[138],"to":[139,149,194,202,338,356,377,379,419],"have":[140],"high":[141],"overall":[142],"levels,":[143],"means":[145],"ranging":[146,191,199],"4.24":[148],"4.34.":[150],"factor":[152,207],"loadings":[153],"all":[155,185],"observed":[156],"greater":[159],"than":[160],"0.70":[161],"statistically":[163],"significant":[164],"at":[165],".001":[167],"level.":[168],"composite":[172],"reliability":[173],"average":[176],"variance":[177,246,266],"extracted":[178],"examined.":[180],"results":[182],"showed":[183],"constructs":[186],"had":[187,284,301],"CR":[188],"(rho_a)":[189],"0.844":[193],"0.934,":[195],"AVE":[197],"0.804":[201],"0.929.":[203],"most":[205],"influential":[206],"on":[208,330,346,353],"(PD)":[211],"intention":[214,249,259,290,307],"(PI),":[215],"followed":[216],"by":[217,362],"trust":[218,239,255,299],"(BT)":[219,240,300],"(TE=0.464)":[220],"preference":[223,227,253,274],"(LC)":[224,275],"(TE=0.160).":[225],"Local":[226],"(LC),":[228,254],"attitude":[229],"(AT),":[230],"social":[231],"norm":[232],"(SN),":[233],"perceived":[234],"behavioral":[235],"control":[236],"(PBC),":[237],"together":[241,261],"explained":[242,262],"85%":[243],"(PI).":[250],"Furthermore,":[251],"(BT),":[256],"(PI)":[260,291,308],"84.2%":[263],"(PD).":[270],"However,":[271],"while":[272],"did":[276],"not":[277],"directly":[278],"influence":[279,287,304],"(PD),":[282],"it":[283],"an":[285,302,413],"indirect":[286,303],"path":[294,311],"coefficient":[295,312],"0.097.":[297],"Similarly,":[298],"0.206.":[314],"Regarding":[315],"Thailand,":[324],"businesses":[325,407],"set":[326],"clear":[327],"goals":[328],"focusing":[329],"growth":[331],"sustainability,":[333],"integrating":[334],"technology":[335],"service":[337,387],"enhance":[339],"competitiveness.":[340],"Resource":[341],"is":[343],"diversified":[344],"based":[345],"each":[347],"store\u2019s":[348],"potential,":[349],"focus":[352],"utilizing":[354],"data":[355,370],"increase":[357],"efficiency.":[358],"Competitive":[359],"vary":[361],"context,":[363],"price,":[365],"community":[366],"relationships,":[367],"service,":[368],"utilization.":[371],"Risk":[372],"reflects":[374],"ability":[376],"adapt":[378],"uncertainties":[380],"cost":[382],"control,":[383],"channel":[384],"expansion,":[385],"strategy":[388],"adjustments.":[389],"Moreover,":[390],"emphasize":[392],"sustainability":[393],"environmental":[395],"dimensions,":[396],"growth,":[397],"business":[399],"succession.":[400],"Finally,":[401],"entrepreneurs":[402],"believe":[403],"modern":[405],"require":[408],"systematic":[409],"combined":[411],"understanding":[414],"context":[418],"compete":[420],"survive":[422],"rapidly":[425],"changing":[426],"market":[427],"environment.":[428]},"counts_by_year":[],"updated_date":"2026-11-08T12:12:28.789561","created_date":"2026-10-06T00:00:00"}