RMUTT GLOBAL BUSINESS ACCOUNTING AND FINANCE REVIEW

TAXATION BOOK ACCORDING TO THE REVENUE CODE 2024

Pawarisa Em-ot — Sun, 30 Jun 2024 00:00:00 +0700

The “Taxation Book According to the Revenue Code 2024, Revised June 2024” is compiled and edited by Professor Dr. Sumet Sirikunchoat, Mr. Kamthorn Sirichootiwong, Mr. Adisak Suebpradit, and Mr. Pirat Chiaranai. This book is extremely beneficial and suitable for use in undergraduate, master’s, and doctoral studies, as well as for those involved in accounting and taxation, academics, entrepreneurs, investors, and the general public.

FACTORS AFFECTING INTENTION TO USE NATIONAL SINGLE WINDOW (NSW) THROUGH PERCEIVED EASE OF USE AND PERCEIVED USEFULNESS IN IMPORT, EXPORT AND LOGISTICS ENTERPRISES

Orawee Sriboonlue — Tue, 07 May 2024 00:00:00 +0700

Purpose – The purposes of this research were to study factors affecting intention to use National Single Window (NSW) through perceived ease of use and perceived usefulness in import, export, and logistics enterprises.
Methodology – The research methodology was quantitative research with survey method by using questionnaires for data collection. The respondents were 400 participants, who are importers, exporters, and logistics service providers which are located in the Bangkok Metropolitan Region. Descriptive statistics used for data analysis included frequency, percentage, mean, and standard deviation. Due to hypothesis testing, inferential statistics were used, specifically Pearson’s Product Moment Correlation Coefficient and Partial Least Squares-Structural Equation Modeling (PLS-SEM).
Results – The results of hypothesis testing revealed that acceptance and use of technology had a positive and significant effect on perceived ease of use and perceived usefulness whereas organizational support had a positive and significant effect on perceived ease of use, and technology experience had a positive and significant effect on perceived ease of use and perceived usefulness at a significance level of 0.001. In addition, perceived ease of use had a positive and significant effect on perceived usefulness and intention to use, and perceived usefulness had a positive and significant effect on intention to use at a significance level of 0.001. Nevertheless, the results showed that organizational support did not have a significant effect on perceived ease of use. Finally, there were significant indirect effects on the relationships among acceptance and use of technology, perceived ease of use, perceived usefulness, and intention to use.
Implications –The findings present several implications for both academia and management practitioners, providing insights into crafting effective strategies to enhance users’ or employees’ technology adoption once new technologies and/or systems are introduced in the workplace.
Originality/Value – This research sought to enhance comprehensive comprehension of the intricate interplay among the UTAUT Model, perceived ease of use, perceived usefulness, and intention to use, interpreting their collective influence on potential users’ decisions toward the use of systems or IT. Also, the research can fill existing gaps in the literature and provide valuable insights for refining technological capability and competencies, particularly focusing on international entrepreneurship.

EXPLORING BRAND AWARENESS AND UTILIZATION PATTERNS OF POISON CONTROL CENTER SERVICES IN THAILAND: A COMPARATIVE STUDY AMONG HEALTHCARE PROFESSIONALS AND THE GENERAL PUBLIC

Wallapa Suengkamolpisut, Ploy Sud-On, Pattaraporn Mekavuthikul — Tue, 07 May 2024 00:00:00 +0700

Purpose – The purpose of this study is to compare the brand awareness and utilization patterns of Poison Control Center services in Thailand among healthcare professionals and the general public.
Methodology – This study employs quantitative methodology to compare the brand awareness and utilization patterns of Poison Control Center services among healthcare professionals and the general public in Thailand.
Results – The results of the study reveal that healthcare professionals in Thailand have significantly higher brand awareness of Poison Control Center services compared to the general public. The findings also indicate that healthcare professionals are more likely to utilize these services than the general public.
Implications – Implications of this study suggest the need for targeted educational campaigns to increase brand awareness and encourage more effective utilization of Poison Control Center services among the general public in Thailand.
Originality/Value – This study contributes to the existing literature by examining the brand awareness and utilization patterns of Poison Control Center services in Thailand, specifically comparing healthcare professionals and the general public. The findings highlight the need for targeted educational campaigns to increase brand awareness and promote the effective utilization of Poison Control Center services among the general public in Thailand. The findings of this study highlight the disparity in brand awareness and utilization of Poison Control Center services between healthcare professionals and the general public in Thailand.

ASSESSING THE ROLE OF AI-POWERED CHATBOTS IN IMPROVING CUSTOMER EXPERIENCE IN PHARMACEUTICAL E-COMMERCE BUSINESSES IN BEIJING

Ziyi Jing, Tachakorn Wongkumchai, Chulalux Soprakan, Ntapat Worapongpat — Sat, 29 Jun 2024 00:00:00 +0700

Purpose – The advent of new technologies like artificial intelligence in service industries has become a vital factor in creating a positive customer experience. The primary objective of organizations nowadays is developing excellent customer service that makes their customers satisfied, enhances their purchasing experience, and fosters engagement and loyalty. To achieve this, AI-enabled chatbots are widely used by businesses as they are more reliable, convenient, and accessible, provide quick resolutions as well as provide tailored recommendations for customers. This study examines the role of AI-powered chatbots in improving the customer experience in e-commerce pharmaceutical platforms in Beijing.
Methodology – This study will employ a qualitative secondary research method by examining existing information on online pharmacies using AI chatbots in Beijing.
Results – The findings reveal that there is huge potential for AI chatbots in online pharmacies because they can personalize customer interactions, streamline the healthcare journey of an individual, and cater to the growing demand for convenient and accessible healthcare services in an aging society like Beijing. In simple terms, healthcare treatment and diagnosis are time-consuming processes, however, with the incorporation of AI chatbots, customers gain access and convenience with personalized healthcare management, empowered self-service, 24*7 support, cost saving, eliminated hospital visits, retrieval of drug information and making them aware with proper education on medication and related services. The study indicates significant advancement in customer support and service quality within e-commerce pharmacies in Beijing. Integration of AI chat bots have shown capacities in providing personalized healthcare solutions, Real time information and also the emotional support to customers. These results together with the research objectives of assessing the impact of AI on customer satisfaction and service efficiency, as written in hypothesis 1 and hypothesis 2.
Implications – The study has identified both opportunities and Threats associated with AI chatbots. Hence, the successful integration of AI chatbots in online pharmacies to improve customer experience requires proper integration between regulatory compliance, ethics, and innovation.
Originality/Value – This research contributes to existing research by shredding valuable insights on the transformative potential of using AI chatbots in online business models.

INTERNATIONAL MARKET SELECTION FOR FROZEN SHRIMP EXPORTS FROM THAILAND: AN INTEGRATION OF CAGE DISTANCE FRAMEWORK AND DATA ENVELOPMENT ANALYSIS

Amondech Inkaew, Onpawee Phokawattana — Sat, 29 Jun 2024 00:00:00 +0700

Purpose – This research aims to assess and rank the efficiency of countries where Thailand exported frozen shrimp to, and to provide actionable insights for policymakers and stakeholders in the frozen shrimp export industry based on the efficiency scores.
Methodology – This study employed the integration of the CAGE Distance Framework and Data Envelopment Analysis (DEA) to investigate the dynamics of international market selection for frozen shrimp exports from Thailand. The study evaluated and ranked the effectiveness of 20 nations that were chosen based on 2022 export values exceeding 1,000,000 US Dollars. The DEA BCC model, utilizing linear programming techniques, categorized these countries as Decision Making Units (DMUs), assessing their efficiency to determine how efficiently a DMU produced outputs given a set level of inputs.
Results – Results from the DEA analysis highlighted efficiency leaders with an efficiency score of 1, such as China, the United States, Japan, Taiwan, Hong Kong SAR, Australia, Myanmar, Vietnam, Singapore, Cambodia, and Laos. Additionally, it identified intermediate performers with room for improvement and countries with opportunities for optimization.
Implications – This integrated methodology served as a valuable guide for future students and professionals navigating the complexities of the global frozen shrimp trade.
Originality/Value – The integration of the CAGE framework with DEA offered a unique approach that had not been explored in previous applications. It established a pioneering approach for policymakers, practitioners, and entrepreneurs.

ASSESSING THE IMPACT OF RUBBER DEVELOPMENT POLICIES ON THE NATIONAL ECONOMY, INTRA-SECTOR DYNAMICS, AND EMPLOYMENT: UTILIZING A COMPUTABLE GENERAL EQUILIBRIUM MODEL APPROACH

Montchai Pinitjitsamut, Piamchan Duangmanee — Sun, 30 Jun 2024 00:00:00 +0700

Purpose – This research explores the effects of three rubber development policies on Thailand's economy and employment: increasing import taxes on rubber products, raising the rubber export tariff (CESS), and boosting domestic rubber consumption. The goal is to strengthen the rubber industry's foundation by promoting policies that enhance domestic rubber utilization, expand the rubber processing industry, and support farmer institutions.
Methodology – Using a Computable General Equilibrium (CGE) model, the study analyzes the impact of these policies. Expert brainstorming sessions and in-depth interviews provided additional insights, guiding recommendations for government strategies to streamline rubber supply management and support the entire rubber production chain.
Results – Key findings include: 1) Raising the rubber export tariff has minimal impact on the overall economy. 2) Mandating 30% domestic rubber utilization leads to modest economic growth and employment increases, despite Thailand's limited production structure. And 3) Increasing tariffs on imported rubber products has significant macroeconomic effects: a 10% tax increase results in 3.63% economic growth (612,707.70 million THB) and a 2.93% price rise. Employment increases by 6.69%, rubber product prices surge by 23.287% to 26.094%, and primary rubber prices rise by 41.091%.
Implications – Policy recommendations include: Streamlining national rubber supply management, supporting upstream rubber production and creating value-added products, aligning rubber research with synthetic rubber needs, - enhancing domestic rubber usage and procurement regulations, developing new strategies for rubber growth, promoting the rubber glove industry, and achieving a 40:60 ratio of natural to synthetic rubber within five years, Establishing rubber special economic zones and strengthening farmer institutions and the Rubber Authority of Thailand (RAOT), and addressing low productivity per acre, establishing a central market, and creating an online platform for future rubber trading to boost producers' earnings and global competitiveness.
Originality/Value – Implementing a 10% tariff increase on imported rubber products, comprehensive rubber system management, and maintaining a 30% domestic rubber usage rate are crucial. These measures are expected to invigorate the rubber market and enhance producers' earnings, securing a sustainable competitive advantage globally.

SUSTAINABILITY IN SUPPLY CHAINS: STRATEGIES AND PRACTICES FOR A GREENER FUTURE

Kittinun Makprang — Sun, 30 Jun 2024 00:00:00 +0700

Purpose – The purpose of this study is to investigate the critical importance of integrating sustainability practices into supply chain management. It aims to explore strategies and best practices that businesses can adopt to mitigate environmental challenges, reduce greenhouse gas emissions, and transition towards greener supply chains.
Implications – The integration of sustainability into supply chain management has far-reaching implications for businesses, the environment, and society. By adopting sustainable practices, organizations can enhance their brand reputation, increase customer loyalty, achieve cost savings, improve risk management, foster innovation, and gain a competitive advantage. Additionally, the adoption of green supply chain practices contributes to environmental conservation, resource efficiency, and the mitigation of climate change impacts.
Originality/Value – This study offers a comprehensive analysis of sustainable supply chain practices, with a particular focus on Thailand's manufacturing sector. It provides valuable insights into the challenges and opportunities associated with implementing sustainability strategies across various industries. The research highlights best practices, case studies, and recommendations tailored to the Thai context, enabling businesses to navigate the transition towards greener supply chains effectively. Furthermore, the study emphasizes the significance of Thailand's sustainability efforts in influencing global standards and positioning the nation as a leader in responsible manufacturing practices.

RESPONSES TO DIGITAL HUMAN RESOURCE MANAGEMENT MODEL: SUGGESTIONS FROM DISRUPTIVE INNOVATION THEORY

Thi Thuy Vu — Sun, 30 Jun 2024 00:00:00 +0700

Purpose – Considering the popularity of digital technologies, the study aims to provide additional perspective of why managers have low commitment to digital human resource management (HRM) model and how they should interpret and respond to this model.
Body of knowledge – The study indicates that rushing to adopt digital HRM model is not encouraged, even though the model has potential benefits in terms of organizational efficiency and employee experience. However, the ignorance of its usage possibilities can make HR managers and professionals lose their control over HR activities to other business units.
Implications – Managers need to understand the driving factors of digital HRM model, do critical analysis of its relation to the current business model, and evaluate potential impacts of its adoption on the organization. Based on these analyses, managers can establish a suitable response plan to the disruption, which can range from ignorance at the first time to full integration in the long run.
Originality/Value – The emergence of digital technologies have disrupted the way organization operate their internal business processes. Compared to other functions, human resource management is likely to be overlooked in organization’s digital transformation plan, even though human resource is considered to be an important resource for its competitive advantages in today’s uncertain and fast changing world. The study contributes to drawing additional attention to the importance of digital HRM in organization’s digital transformation plan and provides additional perspective to interpret and implement digital HRM.