This research aims to study the factors influencing customer retention of E-Marketplace businesses by applying the SOR theory and the mediating effect by examining the relationship between value perception, customer engagement, brand loyalty, and customer retention variables by creating a model based on the SOR theory to study the influence of environmental factors that will lead to customer retention mechanisms. The study focused on a sample group of 426 people who have used E-Marketplace services using an online questionnaire as a research tool. The model was analyzed using the CFA and the hypothesis was tested using the SEM analysis. The results showed that stimuli (S), such as customer value perception, had a strong positive influence and a crucial role in the development and creation of a mechanism for assessing individuals' internal feelings (O) on two variables, customer engagement, brand loyalty, and directly influence customer retention. Furthermore, significant evidence also showed that brand loyalty has an important role as a mediator between customer value perception and customer retention, which is the outcome factor (R) of this study. This structural model can explain customer engagement and retention up to 86.50 percent. Therefore, this research has value as a theory and guideline in formulating an operational strategy for E-Marketplace businesses.

Smart farming is a feasible solution to help farmers effectively and sustainably manage the potential threats and risks those traditional farmers face, such as product quality, increased production costs, the environment, climate change, natural catastrophes, pests, and inferior goods. Using a survey research design, this research examined smart farming adoption and risk management models by combining the Technology Acceptance Model (TAM) and the Innovation Diffusion Theory (IDT). The research sampled 400 farmers who are members of community enterprises in the northeastern region of Thailand. Data was collected using a questionnaire and analyzed using a statistical package program in four steps: confirmatory factor analysis, path analysis, structural equation model analysis (SEM), and Sobel's test. The findings revealed that government support variables had the most significant influence by adopting smart farming to risk management. Based on the research results, the government can apply this model to create strategies to encourage farmers to adopt smart farming and increase the production efficiency of agricultural products. The farmer can manage the risks of smart farming, which leads to sustainable smart farming and is useful for further academic acceptance and risk management studies. Furthermore, this study contributes to the existing literature on combining TAM and IDT in model adoption and risk management. The limitations include the small sample size adopted and the limited coverage area for the study, which restricts the generalization of the findings. However, the findings offer a glimpse into the benefits of smart farming.

This paper aims to examine what factor relevancy influences consumers’ preference to use online food delivery platforms in Thailand. Further, it investigates consumers' behavior during the covid-19 pandemic. A questionnaire was used to examine a sample of 400 Thai consumers who were using online food delivery platforms. Collected data were analyzed using a statistical package program in 3 steps: Confirmatory factor analysis, path analysis, structural equation model analysis (SEM). Thai consumers increasingly used food delivery on online platforms during the covid-19 epidemic. The study also found that the platform's ease of use, the food delivery service fees, offers or privileges, and payment security on online food delivery platforms influenced consumers’ future use of online food delivery platforms. The food delivery service fees are the most influential factor in using online food delivery platforms. Future research can explore the role of using online food delivery platforms and their impact on the online food delivery platforms. Online food delivery platform providers should lower their service fees, always be implementing new promotions, provide various coupon codes, and create games so that consumers can win prizes. The online food delivery platform providers need to develop consumer trust, ensure that payments are secure, and enhance the ease of use of their platforms. This study contributes to the emerging literature related to online food delivery platforms by studying the relevancy factor that influences consumers’ preference to use online food delivery platforms, which are critical for the success of any online food delivery platform provider.

This study explores the factors influencing personal brand identity and their impact on successful personal branding. It examines the positive influence of social media usage, self-expression, professionalism, and self-disclosure on personal brand identity, while also considering the inconsistent findings regarding the role of self-efficacy. The study finds that social media usage, self-expression, professionalism, and self-disclosure play crucial roles in developing a strong personal brand identity, which is essential for achieving successful personal branding. However, the findings on self-efficacy's influence on personal brand identity are inconsistent with previous research. This study contributes to the understanding of personal brand identity and provides valuable insights for individuals and organizations seeking to develop and maintain strong personal brands.