https://so01.tci-thaijo.org/index.php/GBAFR <p><strong>RMUTT Global Business Accounting and Finance Review (GBAFR) has objectives as follows:</strong></p> <ol> <li class="show">To be a source of academic works regarding to business management, accounting and finance for scholars as well as any interested persons from both public and private sectors who can utilize them to reference and apply the knowledge obtained from this journal for both individual and organizational benefits either in national or international level.</li> <li class="show">To be a medium for exchanging knowledge in business management, accounting and finance in aspects of theories, related concepts, modern business management, research techniques and methodology, application of knowledge as well as research experiences among faculty members, academicians, researchers, executives, business persons, students and general people who can bring the knowledge from the journal to create benefits and development to the country.</li> <li class="show">To enhance academic ability of faculty members, academicians, researchers, executives, business persons, students and general people about creative researches and knowledge development for benefiting individual, business, industrial and social demands.</li> <li class="show">To develop the potentials of Rajamangala University of Technology Thanyaburi to have been widely recognized for academics, researches, and academic publication in the international standards and recognition.</li> </ol> <p>&nbsp;</p> Doctor of Philosophy Program Office, the Faculty of Business Administration, Rajamangala University of Technology Thanyaburi (RMUTT) en-US RMUTT GLOBAL BUSINESS ACCOUNTING AND FINANCE REVIEW 2465-5325 https://so01.tci-thaijo.org/index.php/GBAFR/article/view/272298 <p><em>Purpose</em> – The focus of this research is to identify and analyze the key factors that influence repurchase intention of online food delivery services in Cambodia. It aims to understand how aspects such as performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, price value, habit, and trust, impact consumers' satisfaction to continue using these services.<br /><em>Methodology</em> – A quantitative method was employed using a purposive sampling survey, involving 400 respondents in Phnom Penh with prior experience using online food delivery services. Data were collected through a Google Form and analyzed using multiple regression to test the proposed model.<br /><em>Results</em> – The study revealed that performance expectancy, effort expectancy, and trust positively influence customer satisfaction (CS), with standardized regression weights of B = 0.194, B = 0.409, and B = 0.079, respectively. Among these factors, effort expectancy has the greatest impact on CS. Conversely, price value negatively affects CS, with a coefficient of B = -0.072. However, social influence, facilitating conditions, hedonic motivation, and habit do not positively impact customer satisfaction (CS) because their p-values exceeded 0.05. Lastly, customer satisfaction has a positive and significant effect on repurchase intention, with a coefficient of B = 0.635.<br /><em>Implications</em> – Enhancing performance expectancy, trust, and the ease of the ordering process while addressing pricing perceptions is crucial for improving customer satisfaction and driving repurchase intentions in online food delivery services in Cambodia.<br /><em>Originality/Value</em> – This study provides valuable insights for anyone seeking a comprehensive understanding of the food delivery service landscape on online platforms in Cambodia. In particular, the app developers, restaurants, and food providers can consider partnering with promising and quality-oriented online food delivery services to enhance their business prospects.</p> Virak Both Dareth Sunida Piriyapada Sokha Norng Copyright (c) 2024 Faculty of Business Administration, Rajamangala University of Technology Thanyaburi https://creativecommons.org/licenses/by-nc-nd/4.0 2024-11-26 2024-11-26 8 2 1 18 10.60101/gbafr.2024.272298 https://so01.tci-thaijo.org/index.php/GBAFR/article/view/272297 <p><em>Purpose –</em> The purpose of this research was to identify the factors influencing intention to adopt TikTok through user satisfaction by integrating three other variables, namely content richness, flow state, and personal innovativeness, into the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM).<br /><em>Methodology –</em> The research uses a correlational study of the quantitative method by conducting a survey with 400 respondents who were experiencing using TikTok in Phnom Penh City. This research applied a survey design using quantitative methods. The study uses a questionnaire developed from the measurement of constructs and employs this tool to collect data from TikTok users online.<br /><em>Results –</em> Most of the TikTok users participating in this research were female whose age bracket ranged mainly between 25 to 29 years old. These users mainly worked for private or company employees. Moreover, a large majority of TikTok adopters used it every day from 31 minutes to 60 minutes at night time, and most of them used TikTok in order to watch content videos shared by others. After conducting hypothesis testing by using the multiple regression analysis, the research found that subjective norm and content richness do not significantly influence user satisfaction with TikTok since the p-value is greater than 0.05. This research found that perceived behavioral control, perceived usefulness, perceived ease of use, flow state, and personal innovativeness have a significant effect on user satisfaction with TikTok.<br /><em>Implications –</em> In this research, the researcher clarifies the research question by discussing the results with the previous studies; so that the findings of this study become meaningful. Three main subsections are discussed consequently, namely the research model, main variables in the model and the mediating effects<br /><em>Originality/Value –</em> The research supports that there is the significant effect of user satisfaction on the intention to adopt TikTok.</p> Vichhay Sour Sunida Piriyapada Copyright (c) 2024 Faculty of Business Administration, Rajamangala University of Technology Thanyaburi https://creativecommons.org/licenses/by-nc-nd/4.0 2024-11-26 2024-11-26 8 2 19 31 10.60101/gbafr.2024.272297