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All Journal Emerging Science Journal
Suchart Tripopsakul
School of Entrepreneurship and Management, Bangkok University, Bangkok, 10110,
Environmental Science

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Consumers’ Attitude towards Digital Social Responsibility: Impacts on Electronic Word of Mouth and Purchase Intention Wilert Puriwat; Suchart Tripopsakul
Emerging Science Journal Vol 6, No 1 (2022): February
Publisher : Ital Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28991/ESJ-2022-06-01-05

Abstract

Social responsibility is understood to be one of the crucial strategic responsibilities for organizations across the globe. In the digital era, firms have transformed social responsibility initiatives into digital platforms. This study aims to investigate the effects of digital social responsibility (DSR) on electronic word of mouth (eWOM) and purchase intention (PI) in the social media context. This survey research is based on 214 samples, collected via an online questionnaire as a research tool. Structural equation modelling has been used to validate the proposed hypotheses. The results show that perceived DSR has significant positive influence on consumers’ attitude (b = 0.408) and eWOM (b = 0.238). The mediation analysis indicates that consumers’ attitude partially mediates the relationship between DSR and eWOM (DE = 0.238, IE = 0.154), and fully mediates the relationship between DSR and PI (DE = 0.08, IE = 0.173). Since few previous studies have explored the impact of DSR toward eWOM and PI, our study confirms the effects of DSR on consumers’ attitudes and eWOM. This empirical study can provide managers with further understanding of the effects of DSR via social media on consumers’ attitude and eWOM. Our results should also encourage firms to implement DSR initiatives to enhance consumers’ positive attitudes and spread positive word of mouth about firms. Doi: 10.28991/ESJ-2022-06-01-05 Full Text: PDF
The Development of the Entrepreneurial Spirit Index: An Application of the Entrepreneurial Cognition Approach Suchart Tripopsakul; Tartat Mokkhamakkul; Wilert Puriwat
Emerging Science Journal Vol 6, No 3 (2022): June
Publisher : Ital Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28991/ESJ-2022-06-03-05

Abstract

Entrepreneurship has been recognized as one of the crucial mechanisms for a nation’s sustainable economic development. Entrepreneurship is a key engine that propels economic growth and employment opportunity creation. The purposes of this study are: (1) to develop and validate the Thailand Entrepreneurial Spirit Index (THESI) in combination with multidimensional entrepreneurial cognition scales, by examining the attitudes, motivations, and ambitions of individuals starting businesses; and (2) to investigate the impacts of a multitude of perception factors and demographic factors on entrepreneurial intent. Based on 1,180 samples of the Thai population collected via a telephone survey in 2021, the results of tetrachoric correlation and factor analysis showed that the THESI index can be formulated and explained by six variables: entrepreneurial intent (b = 0.690), opportunity recognition (b = 0.711), self-skill perception (b = 0.935), entrepreneurial networking (b = 0.743), perceived ease of doing business (b = 0.470), and fear of failure (b = –0.118). The results of binary logistic regression analysis revealed that opportunity recognition, self-skill perception, entrepreneurial networking, perceived ease of doing business, and fear of failure have significant effects on entrepreneurial intent. Interestingly, females are 36.6% less likely than males to declare entrepreneurial intent. Older adults over age 61 indicate significantly lower entrepreneurial intent, at 76.8%, compared with younger people 18 to 30 years old. The amount of formal education a person possesses has a considerable negative impact on their desire to start a business. The group of respondents holding above a bachelor’s degree sample shows 22.0% lower entrepreneurial intent than the group holding a bachelor’s degree or below. Our research is among the few pioneering efforts to provide an improved idea of how to quantify an unlikely, non-measurable concept: the entrepreneurial spirit. This novel THESI index will help national entrepreneurial policymakers evaluate the degrees of entrepreneurship at a societal level. The value of this THESI index relies upon applied simpler metrics to portray a key issue related to the interpretation of entrepreneurship at the societal level. Doi: 10.28991/ESJ-2022-06-03-05 Full Text: PDF
Co-Authors Tartat Mokkhamakkul Wilert Puriwat