Park Thaichon
Biographic Data
| ID | 6262699 |
|---|---|
| NAME | Park Thaichon |
| GIVEN NAMES | Park |
| FAMILY NAME | Thaichon |
| SIGNATURE | THAICHON P |
| AFFILIATIONS | University of Southern Queensland |
| ORCID | 0000-0001-7512-7362 |
| VERIFIED | Yes |
| TOTAL WORKS | 8 |
| TOTAL CITATIONS | 0 |
| AUTHOR COUNT | 7 |
| EDITOR COUNT | 1 |
| FIRST PUBLICATION YEAR | 2023 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 0 |
Digital Disruption in Hospitality, AI, and Emerging Technologies
Digital Disruption in Hospitality, AI and Emerging Technologies: A Roadmap to Personalized Experiences, Enhanced Operations, and Revenue Growth offers a visionary exploration of the transformative power of artificial intelligence and cutting-edge innovations in the hospitality and tourism industry. From AI-powered travel apps and mixed reality immersion to blockchain-enhanced customer trust, this comprehensive guide unveils how technology is revo…
Unveiling the impact of technology-driven factors on conspicuous consumption
Beyond the Screen
The influence of artificial intelligence quality on business-to-business relationships on E-commerce platforms
This research examines how Artificial Intelligence (AI) service performance, together with the information and system quality of AI technologies on e-commerce platforms, influence brand identity (BI), online brand engagement (OBE), and electronic brand loyalty (E-BL) among business users. Drawing on survey data from 321 firms engaged in B2B e-commerce and analyzed with AMOS, the findings show that multiple dimensions of AI service performance sig…
Designing an information technology-enabled framework in the retail service ecosystem
Despite the significant importance of service innovation in a value-centered retail environment, less is explored regarding its conceptualization through firms' information technology (IT) based strategic capabilities to promote the value formation process in a retail service ecosystem. To address this gap, this study aims to develop an integrated framework based on the concepts of service-dominant logic and resource advantage theory. By conducti…
The interaction between values and self-identity on fairtrade consumption
Novel products and advertising visuals
Underpinned by art infusion theory and construal level theory, this research examines the role of illustrations and photographs in advertising a novel product (i.e. clean meat) and explores the underlying psychological mechanism of luxuriousness. We conducted three experiments to examine the differential effects of illustrations and photographs on customers’ willingness to try a meat product and ascertain whether this relationship was mediated by…
Ethnicity in advertising and millennials
Underpinned by the social identity theory and distinctiveness theory, the research examines the effects of mono- and multi-ethnicity advertising on brand evaluations among millennials. We conducted two experimental studies with Asian and Caucasian millennial consumers in Australia to test our hypotheses. The objective of Study 1 was to test the effectiveness of ethnic marketing among millennials using six different advertisement copies for a lips…
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Novel products and advertising visuals
Underpinned by art infusion theory and construal level theory, this research examines the role of illustrations and photographs in advertising a novel product (i.e. clean meat) and explores the underlying psychological mechanism of luxuriousness. We conducted three experiments to examine the differential effects of illustrations and photographs on customers’ willingness to try a meat product and ascertain whether this relationship was mediated by…
Ethnicity in advertising and millennials
Underpinned by the social identity theory and distinctiveness theory, the research examines the effects of mono- and multi-ethnicity advertising on brand evaluations among millennials. We conducted two experimental studies with Asian and Caucasian millennial consumers in Australia to test our hypotheses. The objective of Study 1 was to test the effectiveness of ethnic marketing among millennials using six different advertisement copies for a lips…
Digital Disruption in Hospitality, AI, and Emerging Technologies
Digital Disruption in Hospitality, AI and Emerging Technologies: A Roadmap to Personalized Experiences, Enhanced Operations, and Revenue Growth offers a visionary exploration of the transformative power of artificial intelligence and cutting-edge innovations in the hospitality and tourism industry. From AI-powered travel apps and mixed reality immersion to blockchain-enhanced customer trust, this comprehensive guide unveils how technology is revo…
Unveiling the impact of technology-driven factors on conspicuous consumption
Beyond the Screen
The influence of artificial intelligence quality on business-to-business relationships on E-commerce platforms
This research examines how Artificial Intelligence (AI) service performance, together with the information and system quality of AI technologies on e-commerce platforms, influence brand identity (BI), online brand engagement (OBE), and electronic brand loyalty (E-BL) among business users. Drawing on survey data from 321 firms engaged in B2B e-commerce and analyzed with AMOS, the findings show that multiple dimensions of AI service performance sig…
Designing an information technology-enabled framework in the retail service ecosystem
Despite the significant importance of service innovation in a value-centered retail environment, less is explored regarding its conceptualization through firms' information technology (IT) based strategic capabilities to promote the value formation process in a retail service ecosystem. To address this gap, this study aims to develop an integrated framework based on the concepts of service-dominant logic and resource advantage theory. By conducti…
The interaction between values and self-identity on fairtrade consumption
Business (4 works) · Consumer Behavior in Brand Consumption and Identification (4 works) · Digital Marketing and Social Media (4 works) · Consumer Retail Behavior Studies (3 works) · Marketing (3 works) · Psychology (3 works) · Sociology (3 works) · Technology Adoption and User Behaviour (3 works) · Advertising (2 works) · Computer Science (2 works)