ABAC Journal

EDITORIAL

Absorn Meesing — Tue, 23 Apr 2024 00:00:00 +0000

Editorial

What Makes People Attend a Craft Beer Event? Investigating Influential Factors Driving Attitude and Behavioral Intention

Arinya Pongwat, Suwadee Talawanich — Tue, 06 Feb 2024 00:00:00 +0000

This research aimed to identify and validate the influential factors driving the attitudes of craft beer event attendees toward attending the craft beer event. The influential factors in the research model were derived from three conceptual frameworks, namely event service quality, Eventscape, and craft beer consumption. The data were collected from 254 attendees of Chiang Mai Craft Fest arranged in Chiang Mai province, Thailand, and were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that three factors (i.e., quality of entertainment activities, quality of venue environment, and quality of craft beer selection) significantly heighten attendees’ attitudes, increasing behavioral intentions toward the craft beer event, and thus, should be strongly emphasized and highly prioritized by concerned practitioners with the provision of sufficient resources. This research also contributes to the body of theoretical knowledge, proposing a holistic and relevant set of influential factors stimulating attendees’ attitudes in the understudied area of craft beer events.

Exploring Visitors’ Pro-environmental Behaviors at Urban Forest Destinations

Chitlada Pinthong, Thanapol Inprasertkul, Thanatchaporn Phitchayamethiwat — Fri, 08 Mar 2024 00:00:00 +0000

Our theoretical framework was intricately crafted to illuminate the decision-making dynamics of visitors in urban forest destinations. The primary objectives of this study were to scrutinize visitors' pro-environmental behavior (PRB), employing the Theory of Reasoned Action (TRA) as a foundational framework, and extending it by incorporating key factors such as connectedness to nature, biospheric value, environmental empathy, attitude, positive anticipated emotion, moral norms, subjective norms, and natural/local resource conservation intentions, within the unique context of urban forest destinations. Utilizing GSCA_M, the framework’s measurement quality is affirmed as being adequate. Findings from the structural model and necessary condition analysis (NCA) robustly supported the hypothesized associations within the proposed theoretical framework. Notably, cognitive and affective appraisals, along with moral considerations, emerged as salient in shaping visitor intentions. Furthermore, empirical support was observed for the hypothesized impact of natural resource conservation intentions on determining PRB, providing nuanced insights into the factors influencing pro-environmental actions in urban forest destinations. This comprehensive approach not only enhances theoretical understanding but also offers practical applications for promoting sustainable behaviors in these unique settings.

Enhancing Spectator Engagement in E-sports Events

Fri, 08 Mar 2024 00:00:00 +0000

This study investigates and measures factors related to the involvement of spectators in e-sports events using a Structural Equation Model (SEM) coupled with a Necessary Condition Analysis (NCA). The researchers conducted the study within a framework of push and pull factors. The findings indicate that both push and pull factors impact commitment, and that commitment has an impact on engagement. The practical implication of this is that management should emphasize pull factors, such as improving the quality of events, strategies for enhancing event attractiveness at the community level, managing event rewards, considering pricing strategies, utilizing promotions, and selecting suitable venues. Regarding the theoretical implications, the significance of three factors, push, pull, and commitment, are underscored as necessary conditions for engagement in this context. This research provides valuable in-depth insights for e-sports event managers to develop strategies which increase interest and participation among spectators, thereby enhancing the overall experience and growth of the industry.

AI- and Employee-Based Customer Services in Restaurants: Customer Engagement Leading to Loyalty During the Covid-19 Pandemic

Supawat Meeprom, Chompoonut Suttikun — Fri, 08 Mar 2024 00:00:00 +0000

This study aims to examine the extent to which customers’ perceptions of AI and employee services evaluations, influence their engagement with restaurant service delivery, which in turn drives customer loyalty during the COVID-19 pandemic. Data were gathered from 527 respondents via an onsite survey from restaurants providing both AI and human staff services. A partial least squares structural equation modelling (PLS-SEM) technique was used to formulate hypotheses and develop the model. The results of this study contrast with previous research which states that customers tend to appreciate AI services rather than human staff. The AI-based service performance value and trust in the AI-based service and system had a strong effect on customer engagement, whereas employee-based service support significantly explained substantial variance in customer engagement. Interestingly, customer engagement with AI-based services had a negative impact on loyalty. While customer engagement with employee-based services had a positive impact, this impact was not significant with regard to loyalty. One possible explanation for this result is that restaurant businesses preferred to use AI-based services that replaced human-based services in order to provide contactless options during the COVID-19 outbreak. Additionally, restaurant image positively moderates the link between service evaluation and customer engagement with AI service and negatively moderates the effects of service evaluation on customer engagement with employee services.

Triggers for Reducing Waste and Disposable Packaging: Insights from Food Truck Consumers in Thailand

Pongphan Sathatip — Fri, 08 Mar 2024 00:00:00 +0000

This study was intricately crafted to explore the decision-making processes of customers at sustainable food truck venues. The study aimed to examine customers’ pro-responsible intentions by utilizing the Norm Activation Model (NAM) as a foundational framework. This framework was extended by incorporating key factors such as anticipated feelings of pride and guilt, and intentions to reduce disposable packaging and waste within the unique context of sustainable food trucks. Using GSCA_M, the validity of the measurements was confirmed. The net-effect analysis and necessary condition analysis (NCA) generally supported the hypothesized relationships within the theoretical framework. Notably, the NAM variables, such as ascription of responsibility and moral norms, and anticipated emotions, emerged as significant and critical influencers of customer intentions, particularly in terms of intentions to reduce disposable packaging and waste. This comprehensive approach enhances both theoretical understanding and practical applications for promoting sustainability within these distinct environments.

Relationship Quality as a Mediator of the Effects of Social Commerce on Purchase Intentions

Chanin Taeratanachai, Phusit Wonglorsaichon, Charoenchai Agmapisarn — Sun, 21 Apr 2024 00:00:00 +0000

Although social commerce has emerged as a prominent form of e-commerce, it remains unclear how businesses can effectively foster and cultivate strong relationships with consumers in this realm. Hence, this study examines the relationship and impact of social interactions and technical elements on consumer purchasing intentions within the Thai market. The study investigates how factors such as social support, platform quality, interpersonal interactions, and relationship quality influence purchase intentions. The objective is to address the knowledge gap in the literature related to social commerce. Data were obtained from 1,815 Thai participants through an online questionnaire. Partial least squares structural equation modeling was utilized to test the research hypotheses. The collective findings indicate that interpersonal interactions and platform quality positively influence purchase intentions, with relationship quality serving as a mediator. However, neither emotional nor informational support significantly affected relationship quality or purchase intentions, highlighting a preference for trust in close-knit relationships over online reviews. Overall, this study offers empirical evidence and managerial implications that can help businesses develop strategies for engaging with social commerce.

Impact of Oil and Gold Prices on Southeast Asian Stock Markets: Empirical Evidence from Quantile Regression Analysis

Parichat Sinlapates, Surachai Chancharat — Wed, 13 Mar 2024 00:00:00 +0000

According to Chang and Li (2022), the COVID-19 pandemic may have had an impact on the European and American capital markets’ dependence on crude oil. However, no studies have assessed the returns and impacts of crude oil and gold prices on Southeast Asian stock markets in conjunction with the COVID-19 pandemic. To address this gap, a quantile regression model was used to analyze data of Southeast Asia stock prices from 2016 to 2023, alongside the daily closing prices of Dubai crude oil and world gold. The findings suggest that crude oil has a large trickle-down impact on the Southeast Asian market returns. This highlights the importance of dynamic linkages over time by reporting dynamic spillover to be statistically significant in Southeast Asian stock returns. Most stock returns show that volatility shocks are enduring. In Singapore and Thailand, the gold returns significantly and favorably affect the stock returns at all quantiles. At various quantiles, the impact of gold returns is notably favorable in the remaining scenarios.

A Multivariate Mediation Analysis of PM2.5 Pollution and Stock Market Returns

Anya Khanthavit — Thu, 11 Apr 2024 00:00:00 +0000

Particulate matter 2.5 (PM_2.5) is considered the most dangerous air-polluting particle, causing premature death and inducing severe mental and physical diseases worldwide. PM_2.5 affects stock market returns directly via the fundamental channel and indirectly via the behavioral channel. This study examines the effects of Bangkok’s PM_2.5 pollution on the return on the Market for Alternative Investment index portfolio using a multivariate mediation analysis. Attention, awareness, mood, sentiment, and stress, the mediating variables known to influence investors’ behavior, were considered jointly and explicitly in the model. This study is the first to introduce stress as a behavioral mediator. The roles and effects of the behavioral mediators were identified, measured, and compared. Using daily data from August 1, 2016, to November 30, 2023, this study found that the total, direct, and indirect effects were not significant. Stress was the only behavioral mediator that significantly and positively contributed to the indirect effects. This result remains unchanged for different estimation techniques, sample periods, representative stock returns, and PM_2.5 occurrence times.

Financial Development and Income Inequality: Evidence from Thailand

Pitipat Nittayakamolphun, Norachit Jirasatthumb, Panjamapon Pholkerd — Thu, 11 Apr 2024 00:00:00 +0000

Despite experiencing persistent income inequality, the Thai economy has continued to grow with a developing financial system. This study examines the relationship between financial development and income inequality in Thailand from 1980 to 2020. It is identified that a cointegration between financial development and income inequality follows a U-shape hypothesis. This result implies that income inequality reduced to a certain threshold in the early stage of financial development but subsequently increased as the financial system progressed. It is consequently recommended that policymakers prioritize creating an inclusive financial environment that promotes equitable access to financial services across all financial institutions, particularly for lower- and middle-income groups.

Book Review - Transitioning to Virtual and Hybrid Events: How to Create, Adapt, and Market an Engaging Online Experience ( Authors: Chodor, B. and Cyranski, G.)

Joseph Lok-Man LEE — Sun, 21 Apr 2024 00:00:00 +0000

Traditional “physical events” would often come to mind immediately when people think of modes of event. Apart from the aforementioned event type, “virtual events” extensively took place during the COVID-19 pandemic. “Hybrid events” combine the advantages of actual and virtual events, thereby providing attendees with immersive experiences (Piccioni, 2023). At present, virtual and hybrid events appeal to professional global marketers. These innovative event experiences possibly attract global event audiences with lower costs and without the limitations of geography (Lekgau and Tichaawa, 2022), as well as being greener and markedly more sustainable based on the environmental, social, and governance (ESG) framework. These characteristics enable stakeholders to comprehend how organizations manage risks and opportunities in the presence of sustainability-related issues (Corporate Finance Institute, 2022). This book provides explanations on organizing virtual and hybrid events and analyzes the myths related to event issues that people hear, hold, or believe in but which are not based on facts. Moreover, the book presents extensive and innovative guidance for private and public institutions in addressing existing issues in tourism and event management. The book likewise aims to turn unforeseen difficulties into new opportunities in the post-COVID-19 pandemic period by using numerous actual case studies with practical recommendations.