https://rsuir-library.rsu.ac.th/handle/123456789/268 2026-10-01T08:51:29Z 2026-10-01T08:51:29Z Yuya Xu https://rsuir-library.rsu.ac.th/handle/123456789/3592 2026-09-17T07:35:09Z 2025-01-01T00:00:00Z

Title: Research on the influence of social norms, perceived value, and price sensitivity on the purchase intention of second-hand luxury goods Authors: Yuya Xu Abstract: In recent years, the second-hand luxury market has experienced rapid growth, with increasing consumer acceptance. However, the key factors influencing consumers' purchase intentions still require further exploration. The study uses a questionnaire survey method to collect data, with 427 valid responses obtained. SPSS was used for data analysis, and regression analysis was employed to test the research hypotheses. The results indicate that social norms have a significant positive impact on consumers' purchase intentions for second-hand luxury goods. Moreover, social norms positively influence perceived value, which in turn significantly enhances purchase intention. Furthermore, perceived value serves as a mediator between social norms and purchase intention, meaning that social norms indirectly strengthen purchase intention by increasing perceived value. Additionally, price sensitivity plays a moderating role in the relationship between social norms and purchase intention, amplifying their impact. This study suggests that brands and platforms should leverage social media, opinion leaders, and other channels to shape positive social norms and strengthen consumer recognition. Additionally, improving product quality, transaction security, and after-sales service could increase perceived value. For consumers with varying levels of price sensitivity, businesses could adopt transparent pricing, promotional strategies, or installment payment options to reduce price concerns and encourage purchases Description: Thesis (M.B.A. (Business Administration)) -- Rangsit University, 2024

2025-01-01T00:00:00Z Zhikai Chen https://rsuir-library.rsu.ac.th/handle/123456789/3591 2026-09-17T07:30:12Z 2025-01-01T00:00:00Z

Title: A study on the impact of Tiktok anchors'emotional display on social presence : using emotional contagion as a mediating variable Authors: Zhikai Chen Abstract: With the rapid development of live-streaming e-commerce, the role of streamers in influencing user behavior has become increasingly prominent. Based on emotional contagion theory, this study explores the mechanism of how streamers' emotional display affects users' social presence. Through literature review, this research constructs an assessment framework of streamers' emotional display including positive emotions, emotional authenticity, emotional stability, and emotional resonance capability, with emotional contagion as a mediating variable. The study collected 463 valid questionnaires. The results show that: 1) The four dimensions of streamers' emotional display have significant positive effects on users' social presence, with positive emotions (β=0.285) and emotional resonance capability (β=0.276) having the strongest impact; 2) Streamers' emotional display significantly promotes emotional contagion, with the model explaining 44.2% of the variance; 3) Emotional contagion plays a significant partial mediating role between streamers' emotional display and social presence, with mediation effects accounting for 34.8%-38.5% of the total effects. The findings enrich the application of emotional contagion theory in live-streaming e-commerce, provide new theoretical perspectives for understanding streamer-user emotional interaction mechanisms, and offer practical guidance for live-streaming platforms to optimize their operations Description: Thesis (M.B.A. (Business Administration)) -- Rangsit University, 2024

2025-01-01T00:00:00Z Gaofang Zhou https://rsuir-library.rsu.ac.th/handle/123456789/3590 2026-09-17T07:23:06Z 2025-01-01T00:00:00Z

Title: The impact of digital capabilities of biopharmaceutical enterprises on patients' purchase intention from the perspective of digital transformation : the mediating role of perceived value Authors: Gaofang Zhou Abstract: As digital transformation accelerates, biopharmaceutical companies are advancing their digital capabilities to enhance patient experience and strengthen competitiveness. This study examines the impact of digital capabilities on patients’ purchase intention, with perceived value as a mediating variable. Grounded in the Theory of Planned Behavior and Dynamic Capabilities Theory, the research focuses on four key capabilities: customer data analysis, user engagement, data security, and cross-channel integration. Based on survey data and empirical analysis, the findings indicate that these digital capabilities positively influence purchase intention. Moreover, perceived value significantly mediates this relationship, suggesting that digital capabilities not only exert a direct effect but also enhance purchase intention indirectly by increasing perceived value. These results underscore the strategic importance of digital transformation in improving patient experience and driving performance in the biopharmaceutical industry Description: Thesis (M.B.A. (Business Administration)) -- Rangsit University, 2024

2025-01-01T00:00:00Z Yi Zhang https://rsuir-library.rsu.ac.th/handle/123456789/3589 2026-09-17T07:18:59Z 2025-01-01T00:00:00Z

Title: The impact of mobile payments on consumer behavior-a case study of the Thai market Authors: Yi Zhang Abstract: As the global economy rapidly advances toward digitalization, financial technology (FinTech) has witnessed substantial growth, with mobile payment—one of its most prominent innovations—significantly reshaping consumer payment behavior. This trend is particularly evident in emerging markets such as Thailand. This study aims to examine the impact of mobile payment on the behavior of middle-aged consumers in Thailand by developing a theoretical model grounded in the Theory of Planned Behavior (TPB). A questionnaire survey method was employed, targeting mobile payment users aged 30-50 years in the Bangkok region, yielding 427 valid responses. The data were analyzed using descriptive statistics, reliability and validity testing, correlation analysis, and regression analysis. The regression model confirmed the positive influence of attitude, subjective norm, and perceived behavioral control on mobile payment intention, as well as the significant positive effects of payment intention and perceived behavioral control on actual mobile payment behavior. These findings validate the applicability of the Theory of Planned Behavior (TPB) in explaining mobile payment behavior among Thai consumers. Notably, perceived behavioral control and payment intention emerged as the most influential factors driving actual usage. This study offers valuable practical implications for the development of mobile payment promotion strategies and provides theoretical support for designing more targeted and behaviorally informed marketing approaches Description: Thesis (M.B.A. (Business Administration)) -- Rangsit University, 2024

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