Editorial

Abstract

We are glad to present to you the 2021 issue of this journal with articles from scholars who have applied their research knowledge in actual business cases.

The first article  “ Online Shopping Continuance Intention:  A Case Study of Online Shopping in Thailand” by   Dibesh Manandhar, Kitikorn Dowpiset and Tamonee Shinasharkey presents the factors that have significant on fluence on continuance behavior  of online shoppers in Bangkok.

The second article authored by Teeramedh Dummanonda and    Chompu Nuangjamnong  titled “ The Influence of Social Media Advertising Value on Consumer Behavior in Renting Apartment Rooms in Bangkok, Thailand” presents results that show how information, entertainment and credibility influences social media advertising which in turn influences rental intention behavior.

Sophida Chanthasaksathian and   Chompu Nuangjamnon presents a research on “ Factors Influencing Repurchase Intention on e-Commerce Platforms: A Case of GET Application”  The result of the study  explains which  factor is the most influential towards customer repurchase intention and may be utilized by  GET application to further improve or innovate their platform.

Sint Sint Soe and   Chompu Nuangjamnong’s  study titled “ Factors Affecting Customer Loyalty towards Hearty Heart Cosmetics: A Case Study Local Brand in Yangon, Myanmar” presented the results that three variables namely  perceived value, customer satisfaction, brand image, and trust significantly affect the loyalty of customers towards Hearty Heart Cosmetics.

 These four  articles  present an array of relevant findings that contributes to new perspectives and possible application in business especially in Thailand and Myanmar.