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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Arti Pandey
International College, Rajamangala University of Technology Krungthep
Economics, Econometrics & Finance

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IMPACT OF DIGITAL MARKETING ON ONLINE PURCHASE INTENTION: MEDIATION EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT AND RESPONSIVE CUSTOMER ORIENTATION OF CHINESE CUSTOMERS Zhibin Chen; Arti Pandey
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 10 No 1 (2026): IJEBAR: Vol. 10, Issue 1, March 2026
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v10i1.19238

Abstract

Abstract: The high growth of internet and the usage of smartphones has transformed consumerism and business approaches in the digital economy of China. This paper examines the impact of digital marketing on online purchase intention focusing on mediating variables Customer Relationship Management (CRM) and Responsive Customer Orientation (RCO). Based on the Theory of Planned Behavior (TPB), a structured questionnaire was sent to the online consumers in Shenzhen and 400 valid responses were obtained. The strength of the measurement model was also proved during reliability and validity tests and multiple regression analysis revealed that digital marketing has a positive impact on both CRM and RCO which positively influence purchase intention. Mediation analysis also showed that CRM has a greater mediating impact than RCO. These results indicate that digital marketing performance is not limited by technological coverage, but it depends on the practices that are customer-centric and can help build trust, responsiveness, and loyalty. The research has added value to TPB applications in digital marketing, offered managerial implications to enhance CRM and responsiveness strategies and has given future research directions on the utilization of a broader sample, longitudinal designs and inclusion of other constructs like brand trust and customer satisfaction.
THE IMPACT OF ELECTRIC VEHICLE ADOPTION BARRIERS ON CONSUMER DOUBT AND PURCHASE INTENTIONS IN THAILAND Haonan Li; Arti Pandey
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 10 No 1 (2026): IJEBAR: Vol. 10, Issue 1, March 2026
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v10i1.19245

Abstract

Abstract: This study examines how obstacles in Thailand’s electric vehicle market reshape consumer psychology and reduce readiness to buy by integrating the Technology Acceptance Model with the Theory of Planned Behavior into a single path where price burden, infrastructure gaps, technical uncertainty and policy opacity elevate perceived risk, recast usefulness and ease beliefs, weaken attitudes and perceived control, and thereby depress intention. A structured questionnaire in Thai, English, and Chinese produced four hundred valid responses from prospective buyers recruited through convenience sampling, the instrument underwent translation and back translation with a pilot of thirty cases, and robust reliability and validity checks supported subsequent regression tests. Results indicate that financial, technical, and charging constraints significantly increase consumer doubt, that doubt is a strong negative predictor of purchase intention, and that barriers retain a direct association with intention, revealing partial rather than complete mediation. The findings enrich adoption theory by situating doubt within a stimulus organism response sequence and offer practical guidance for finance, warranty communication, and dependable public and workplace charging that together improve perceived control and reduce anxiety. Keywords: Electric vehicles, Consumer doubt, Adoption barriers, Purchase intention, Technology Acceptance Model, Theory of Planned Behavior, Thailand
AI-DRIVEN HRM AND EMPLOYEE INNOVATIVE BEHAVIOR THROUGH WORK ENGAGEMENT AND CREATIVE SELF-EFFICACY Yixuan Li; Arti Pandey
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 10 No 2 (2026): IJEBAR: Vol. 10, Issue 2, June 2026
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v10i2.20109

Abstract

Abstract− The rapid advancement of artificial intelligence technology has accelerated the popularization of AI- Driven HRM among modern corporate organizations. Current academic literature predominantly concentrates on the efficiency advantages brought by this new-type human resource management model. Few scholarly works have further discussed how it influences employee Innovative behavior from the perspective of individual internal psychological mechanisms. Grounding on Self-Determination Theory (SDT), this study carries out quantitative questionnaire research targeting staff members from five Internet enterprises located in Zhengzhou City. The empirical results generated by PLS-SEM statistical analysis demonstrate that AI- Driven HRM can positively predict employee adaptability and employee Innovative behavior in the workplace, and adaptability presents a prominent mediating effect between the above two research variables. This research enriches the practical application scenarios of Self-Determination Theory in the intelligent human resource management field. It also offers feasible empirical references for enterprises to optimize internal innovative performance via the implementation of AI- Driven HRM. Keywords: AI-Driven HRM; Employee Innovative Behavior; Work Engagement; Creative Self-Efficacy; Adaptability
Co-Authors Haonan Li Yixuan Li Zhibin Chen