BU Academic Review

Purchase Intention toward Skincare Products among Generation Z Consumers through E-commerce Platforms in the Bangkok Metropolitan Area

Nattaphat Wisedpanich — 2025-06-27

This study aims to analyze the factors influencing the purchase intention of Generation Z consumers toward skincare products through e-commerce platforms in the Bangkok Metropolitan Area. A quantitative research design was employed. The sample consisted of 420 Generation Z individuals residing in Bangkok who had purchased skincare products via e-commerce platforms within the past three months. A multi-stage sampling technique was applied, and the data were analyzed using multiple regression analysis. The research instrument was an online questionnaire, and the data were examined using descriptive statistics, including frequency, percentage, mean, and standard deviation.

The findings revealed that the majority of respondents were female (50.00%), aged 20 years (39.29%), held a bachelor's degree (88.57%), and had a monthly income of less than 15,000 baht (57.38%). Additionally, 35.71% of respondents reported spending no more than 1,000 baht per month on skincare products. Hypothesis testing showed that online consumer reviews—particularly those generated by actual users (excluding influencers or sponsored content)—strongly influenced purchase intention. The influence of online consumer reviews was followed by the marketing mix, e-service quality, and perceived risk, demonstrating statistically significant effects (p < 0.05). In contrast, information quality was found to have no significant impact.

The results highlight the importance of trustworthiness in user-generated content, particularly from authentic users, in shaping consumer confidence and purchase intention—especially in contexts where consumers cannot physically inspect or try products before purchasing. Furthermore, strategic marketing, reliable e-service quality, and effective risk management also significantly influence purchase intention. These findings provide strategic insights for businesses seeking to enhance marketing communication, improve user experience on digital platforms, and design secure, trustworthy systems that reinforce Generation Z consumers’ purchase intention toward skincare products via e-commerce platforms.

Conversational Design as Choice Architecture for AI Chatbot Experience in Digital Marketing Communication

Chutima Kessadayurat — 2025-06-27

The competition in the online business landscape has intensified. Businesses increasingly utilize chatbots in order to enhance their service efficiency. However, communication through chatbots still has gaps, limiting their ability to persuade or close sales effectively. This research studied behavioral design strategies to improve the efficacy of chatbot interactions. By compiling keywords and phrases, the study designed chatbot response strategies using choice architecture strategies to appropriately guide product information inquiries. The results showed that choice architecture strategies improve 89.39% in purchase interest compared to standard NLP-generated responses without any optimization. The different choice architecture strategies had varying impacts on customer purchasing behavior and chatbot user experience. The strategies ranked from most to least effective in driving purchase interest were: Framing effects, Loss aversion, Nudging, Default options, and Social proof. When tested in a simulated chatbot, the responses optimized with choice architecture strategies significantly reduced the number of messages and conversational duration. However, some responses also caused user discomfort and led to conversation termination, especially when there was excessive attempt to steer the user towards the massages.

Service Quality in Higher Education: Impact on Student Engagement, Brand Trust, and Loyalty

Akenarin Chocknakawaro — 2025-06-27

Currently, higher education institutions face intense competition. Service quality is a crucial factor that helps create a competitive advantage. The purpose of this study is to develop a structural model of service quality that affects student engagement, brand trust, and brand loyalty. A quantitative research approach was employed, collecting data from 700 students. The study's results indicate that service quality has a greater impact on brand trust than on student engagement, although it does not directly influence brand loyalty. Brand trust has a greater impact on loyalty than student engagement. Student engagement and brand trust serve as the linking factors between service quality and brand loyalty. This study contributes to the understanding of service quality in higher education institutions and provides insights for administrators to formulate effective strategies to attract and retain students through high-quality services, as well as to develop the brands of higher education institutions over the

Confirmatory Factor Analysis of Innovative Leadership in Department Heads at Bangkok Christian College

Korrakot Nimmuang — 2025-06-27

The objective of this research is to analyze and perform confirmatory factor analysis (CFA) of innovative leadership among department head teachers at Bangkok Christian College. The research examined the measurement properties of an innovative leadership model. The researcher collected data from 70 department head teachers at Bangkok Christian College.

The research findings revealed that confirmatory factor analysis of innovative leadership can be divided into 5 dimensions, with standardized factor loadings ranked from highest to lowest as follows: innovative vision, innovative team building, innovative skill development, innovative management, and innovative climate creation. The results of the confirmatory factor analysis demonstrated that the proposed model significantly aligns with empirical data, as indicated by the following fit indices: = 75.239, df = 74, P-value = 0.438, /df = 1.017, GFI = 0.982, AGFI = 0.969, NFI = 0.976, TLI = 0.996, and CFI = 0.998. Additionally, RMSEA = 0.016 and RMR = 0.024. These findings confirm that the proposed innovative leadership framework exhibits strong structural validity and is applicable within the Bangkok Christian College context.

Community Enterprise Network Management Strategies with CBMC, the Cocoa Pathom Nakhon Enterprise Network, Nakhon Pathom Province

Chainarong Srirak — 2025-06-27

This participatory action research aimed to develop the community enterprise network management strategies with CBMC, Nakhon Pathom cocoa community enterprise network, Nakhon Pathom Province. The data were collected by in-depth interviews, participatory rural appraisal (PRA), participatory workshops, focus group, in-depth interview, and non-participatory observation. The semi-structured interview, participatory community evaluation form, and observation form were reviewed by three experts before being used with key informants comprising 21 cases of community of practice (CoP) and three stakeholder workshops, totaling 39 people. The data triangulation was conducted for verification and content analysis was applied. The findings were presented descriptively as below. (1) Nakhon Pathom cocoa community enterprise network was established by the cocoa farmer community enterprise in the contract farming project in Nakhon Pathom province to exchange knowledge on production, processing, and marketing, as well as to find solutions for problems and obstacles. There are four approaches to develop the management of the Nakhon Pathom cocoa community enterprise network to be competitive; and (2) Strategies of management of enterprise network with community business plan (CBMC) as an organizational strategy to supervise operations to be tangible, assessable, and aiming to create positive impacts for farmer members so that they can adapt themselves to rapid changes.

Generating Images with AI: A Case Study from Facebook Public Group “Free Prompt Gen Image”

Nawarit Rittiyotee — 2025-06-27

This study investigates generating image with AI in early-stage period to artificial intelligence (AI) by examining user interactions and prompt structures on the Facebook Public Group "Free Prompt Gen Image". The research questions were what are the common patterns in prompt construction among users and what best practices can be developed for crafting prompts to optimize the outcomes of AI image generation. Drawing on a dataset of over 1,000 prompts, the research applicates Content Analysis approach and explores how specific elements—such as subject specificity, environmental context, and stylistic details—impact the quality and accuracy of AI-generated visuals. The findings found 7 distinct seven distinct groups: Animals, Food, Graphics, Humans, Imagination, Objects, and Views. Each category demonstrated unique structural patterns and user preferences in prompt composition. The research highlight the critical role of prompt design in optimizing outputs, as well as the challenges posed by technical complexity, language barriers, and ethical considerations.

The study also compares the use of web-based versus computer-based AI platforms, identifying a preference for accessible web-based tools despite their limitations in flexibility and customization. Ethical issues, including copyright concerns and data ownership, are also addressed. By emphasizing the need for improved user education and the development of intuitive interfaces, the research contributes to enhancing the usability and creativity of generative AI technologies. Future directions include refining prompt-crafting methodologies, advancing multimodal input systems, and fostering collaborative repositories of effective prompts.

The Impact of Organizational Size on Employees’ Quality of Life and Job Satisfaction in Thailand: Insights from the HAPPINOMETER Survey

Suporn Jaratsit — 2025-06-27

Organizational management- in small, medium, or large organizations- comes with distinct advantages and challenges that directly impact employees' quality of life and job satisfaction. This study aims to analyze the quality of life and job satisfaction among employees in different organizational sizes, and examine job satisfaction factors that influence the quality of life in Thai organizations. The data were drawn from the 2021 HAPPINOMETER Happy Workplace Survey, involving 20,980 respondents from 365 organizations across the country.

The ANOVA results reveal that employees in medium-sized organizations reported lower quality of life and job satisfaction than those in small and large organizations. Key job satisfaction factors influencing quality of life included job challenges, communication, and size-specific elements- such as knowledge sharing in small organizations, job security in medium organizations, and employee listening in large organizations. These findings highlight the importance of adapting work environments and human resource management strategies to the specific context of organizational size in order to improve employees' quality of life and job satisfaction.