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All Journal Jornal Of Tourism Sciences (Toursci) Journal Of Economic Sciences (Ekuisci)
Phakdeephirot, Nutteera
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Economics, Econometrics & Finance Other

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Factors Influencing Consumers to Repurchase Electric Vehicles: A Case of BYD Pan, Bingxiong; Zhan, Xuegang; Phakdeephirot, Nutteera
Jurnal Ekuisci Vol 2 No 3 (2025): Vol 2 No 3 January 2025
Publisher : Ann Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62885/ekuisci.v2i3.598

Abstract

This research aims to verify the factors affecting the intention to repurchase electric vehicles in the context of BYD and to propose a strategic framework for the marketing of electric vehicles in China. This quantitative study employed a structured questionnaire to collect 419 BYD electric vehicle (EV) owners. Data analysis included descriptive statistics, reliability and validity tests, exploratory factor analysis, and structural equation modeling. The results indicate that functional, emotional, social, epistemic, and conditional values positively influence consumer satisfaction, which drives loyalty and enhances repurchase intention. Furthermore, this study encourages manufacturers to optimize product design, marketing strategies, and after-sales services while advising policymakers on incentive structures to support EV adoption and sustainable development goals.
Exploring Entrepreneurial Behavior in Rural Areas: Evidence from Private Higher Education Institutions in Henan Province, China Liu, Chang; Jiang, Songyu; Phakdeephirot, Nutteera
Jurnal Ekuisci Vol 2 No 4 (2025): Vol 2 No 4 March 2025
Publisher : Ann Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62885/ekuisci.v2i4.635

Abstract

Background. Rural entrepreneurship has emerged as a strategic solution to alleviate employment pressure among university graduates in China. Aim. This study investigates the factors influencing rural entrepreneurial intention and behavior among private university graduates by extending the theory of planned behavior (TPB) to incorporate entrepreneurial passion and entrepreneurial value. Methods. A quantitative approach was employed, utilizing an online survey of 424 students from private higher education institutions in Henan Province. Structural equation modeling (SEM) was conducted to examine the relationships among subjective norms, perceived behavioral control, entrepreneurial attitude, entrepreneurial passion, entrepreneurial value, entrepreneurial intention, and entrepreneurial behavior. Result. The results confirm that entrepreneurial intention strongly predicts entrepreneurial behavior, with entrepreneurial passion and value exerting direct and indirect influences on both constructs. Conclusion. Additionally, subjective norms, perceived behavioral control, and entrepreneurial attitude significantly impact entrepreneurial intention. Implementation. These findings contribute to entrepreneurial research by expanding TPB to include psychological and value-driven factors while also offering practical insights for policymakers, educators, and rural development agencies.
Thailand as a Tourism Destination: Factors Influencing Wellness Tourism Intentions of Chinese Older Adults Cheng, Jiebei; Jiang, Songyu; Phakdeephirot, Nutteera
Jurnal Toursci Vol 2 No 4 (2025): Vol 2 No 4 February 2025
Publisher : Ann Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62885/toursci.v2i4.626

Abstract

Background. Thailand, with its rich natural resources, traditional healing therapies, and high-quality healthcare services, has become an attractive destination for Chinese senior tourists. Aim. This study integrates the Health Belief Model (HBM) and Push-Pull Theory to examine the key determinants influencing older Chinese adults' intention to engage in wellness tourism in Thailand. Methods. A quantitative approach was adopted, utilizing a structured questionnaire covering perceived susceptibility, perceived severity, perceived benefits, perceived barriers, push factors, pull factors, and wellness tourism intention. Data were collected through stratified random sampling across eastern, central, and western regions of China, using both online (WeChat, Wenjuanxing) and offline (senior activity centers, community health centers) methods. 462 valid responses were analyzed using structural equation modeling (SEM).Result. The results indicate that perceived benefits positively influence wellness tourism intention, while perceived barriers significantly reduce it. Both push and pull factors enhance wellness tourism intention, with their interaction exerting an even more substantial effect. However, contrary to HBM’s conventional assumptions, perceived susceptibility and perceived severity negatively impact wellness tourism intention, suggesting that heightened health concerns may deter older adults from traveling. Conclusion. This study extends the application of HBM and refines the Push-Pull Theory in the wellness tourism context. Practically, it offers insights for policymakers and industry stakeholders to develop targeted wellness tourism services. Furthermore, this study lays a theoretical foundation for future research by offering an integrative model that captures both health-related perceptions and tourism motivations.Implementation. The findings deepen the understanding of how health perceptions and travel motivations interact to influence senior tourists’ wellness tourism decisions.
Co-Authors Chang Liu Cheng, Jiebei Jiang, Songyu Pan, Bingxiong Zhan, Xuegang