Rajapark International Journal

The Influence of Artificial Intelligence on Online Purchasing Decisions of Consumers in Bangkok

2026-05-13T15:18:43+07:00

This study analyzes the influence of artificial intelligence on online purchasing decisions of consumers in Bangkok. The objectives were: (1) to study the acceptance of artificial intelligence in online shopping among consumers in Bangkok, (2) to study the online purchasing decisions of consumers in Bangkok, and (3) to study the influence of artificial intelligence on the online purchasing decisions of consumers in Bangkok.

This research employed a quantitative approach. The research instrument used for data collection was a questionnaire. The sample consisted of 385 online consumers in Bangkok, selected through purposive sampling. Data were analyzed using frequency, mean, and standard deviation, together with multiple regression analysis. The research results were found as follows;

1. The research findings indicate that overall consumer acceptance of artificial intelligence in online shopping in Bangkok is high. The aspect with the highest average score is perceived ease of use.

2. The overall online purchasing decision of consumers in Bangkok is at a high level, with evaluation of alternatives having the highest average score.

3. The factors related to exposure to artificial intelligence in online shopping and the independent variables together account for 61% of the influence on online purchasing decisions by consumers in Bangkok. In terms of standardized regression coefficients, Perceived usefulness emerged as the strongest predictor.

From Social Media Tourism Knowledge to Tourists’ Value Co-Creation Behavior: The Roles of Participation, Engagement, and Perceived Value in Chongqing

2026-08-21T10:41:42+07:00

This study examines how social media tourism knowledge is associated with tourists’ value co-creation behavior through tourist participation, tourist engagement, and perceived value in Chongqing, China. A quantitative, cross-sectional questionnaire design was used. After screening 542 responses, 475 valid questionnaires from adult nonresident domestic tourists who had visited Chongqing and used social media in relation to their trip were retained. Confirmatory factor analysis and structural equation modeling were conducted in AMOS with maximum-likelihood estimation, and indirect relationships were assessed with 5,000 bootstrap samples. The five-factor measurement model demonstrated satisfactory reliability, convergent validity, discriminant validity, and overall fit. Social media tourism knowledge was positively associated with tourist participation, tourist engagement, and perceived value, but its direct relationship with value co-creation behavior was not significant after the mediators were included. Tourist participation was positively associated with engagement and value co-creation behavior, whereas engagement was associated with value co-creation primarily through perceived value. Perceived value was the strongest direct predictor of value co-creation behavior. Significant indirect relationships were identified through tourist participation, through perceived value, and through the sequential involvement of engagement and perceived value. The findings extend the Knowledge–Attitude–Practice model by distinguishing basic participation, sustained psychological engagement, value evaluation, and higher-order contribution. They also extend Consumer Value Theory by identifying perceived value as the mechanism through which engaged tourists become willing contributors to destination experiences and knowledge. The study demonstrates that social media visibility becomes productive for destinations only when tourism knowledge collectively supports meaningful participation, valuable engagement, and responsible resource contribution.

The Impact of Digital Operational Capability on Business Profitability Performance of Small and Medium-sized Enterprises

2026-08-05T15:13:52+07:00

Against the backdrop of the digital economy, small‑ and medium‑sized enterprises (SMEs) are trapped in the digital paradox of mismatched transformation input and return. Adopting a systematic literature‑review method, this paper defines digital operational capability as enterprises’ process‑oriented capability to realize visualization, automation and intelligence of business activities supported by digital technologies. Based on the Resource‑Based View and Dynamic Capabilities Theory, this study aims to sort out its conceptual system, unpack the mechanism linking digital operational capability and SMEs’ profitability performance, and identify research gaps for future exploration. Digital operational capability, with four dimensions, positively improves SMEs’ short‑term financial performance (e.g., ROA), medium‑term operational performance (e.g., inventory turnover) and long‑term value performance (e.g., sustainable competitive advantage). Value transformation is realized via three paths: business model innovation, organizational capability upgrading and innovation cultivation, while constrained by internal‑organizational, external‑environmental and complementary‑capability factors. SME digitalization features lightweight application, high external dependence and uncertain returns. This review puts forward targeted future research directions, offering theoretical references for SME digital operation practice and subsequent empirical research.

Innovative Development of Digital Cultural Tourism: Theoretical Framework, Technological Empowerment and Sustainable Realization Paths

2026-08-21T11:31:46+07:00

Driven by the full penetration of the digital economy and the high‑quality development of the cultural and tourism industry, digital cultural tourism has evolved from technological application to a comprehensive transformation stage of industrial restructuring, value recreation and sustainable development. Taking the whole‑chain innovation of digital cultural tourism as the research object, this paper adopts systematic review and logical deduction to sort out the global research context and theoretical basis of digital cultural tourism. This study constructs a five‑in‑one conceptual framework of "technological empowerment — business innovation — model restructuring — value realization — sustainable guarantee", deeply analyzes the empowerment mechanism and application scenarios of core technologies such as metaverse, artificial intelligence, blockchain, digital storytelling and smart platforms, and extracts four practical models: digitalized business model, cultural heritage revitalization, rural cultural tourism upgrading and inclusive service supply. Finally, it puts forward implementable and replicable sustainable realization paths from five dimensions: technological innovation, industrial integration, model optimization, cultural inheritance and institutional guarantee. This paper aims to provide a systematic conceptual reference for the theoretical improvement, industrial transformation and policy formulation of digital cultural tourism, and clarifies the differences between this multi‑dimensional whole‑chain framework and previous fragmented single‑perspective digital tourism analytical frameworks.