Research article

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The Development of a Recommender System for Online Travel Insurance by using Intuitionistic Fuzzy Sets based on Gray Relational Analysis Pornpimol Chaiwuttisak and Theeranat Sringamdee Pages 1 - 19   DOI 10.14456/cbsr.2021.13  Download PDF  Article preview Cite Abstract The travel insurance is one of the main incomes of online insurance brokers. The online travel insurance recommendation system is a tool that helps the companies create competitive advantage in business by providing customers with recommendations to buying a suitable travel insurance plan for their needs and reduces the hassle of decision-making to buy travel insurance as a result of diverse coverage. At present, there is still no development of recommender system for purchasing online travel insurance. Thus, the objective of the research aimed to design and develop the recommender system for consumers to buy travel insurance by using Intuitionistic Fuzzy Sets base on Gray Relational Analysis. Intuitionistic Fuzzy Sets are applied to determine weight of each criterion which indicates the important level of coverage and the weights are taking into account for Multiple Criteria Decision-Making by using Gray Relationship Analysis Method. The experimental results showed that the sample of 40 people who employed the mentioned recommender system satisfied all aspects in a high level. Furthermore, at least 70% of recommendations retrieved by the recommender system match to the travel insurance plan chosen by the sample.
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Cost Efficiency Analysis of Agricultural Cooperatives using Frontier Analysis Nakhun Thoraneenitiyan Pages 20 - 37   DOI 10.14456/cbsr.2021.14  Download PDF  Article preview Cite Abstract This research aims to measure and analyze the efficiency of Thai agricultural cooperatives during 2011- 2020 by applying an efficient frontier analysis technique. The Stochastic Frontier Analysis with 1,479 cooperatives that operated during the 10 years was used to construct a cost frontier. The translog cost function was employed to estimate parameters in the cost model. From estimated efficiencies, overall, the cost efficiency scores of agricultural cooperatives over the past 10 years have declined. Cooperatives in each region varied in their cost performance. The agricultural cooperatives in the southern territory had the highest average efficiency, whereas those in the eastern part had the lowest score. Regarding the sub-types of agricultural cooperatives, dairy cooperatives had the highest cost efficiency, whereas water users’ cooperatives in irrigated areas had the lowest value. The results showed that cooperatives with many members operated with higher cost efficiency than those with few members. The cooperative reserve fund appeared to be an important factor in generating cost efficiency. Thus, to promote agriculture cooperatives, understanding the differences in the cooperatives’ business environment, promoting participation in doing business with cooperatives, and cooperatives’ reserves allocation should be carried out for the sake of long-term cost efficiency.
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The Moderating Effect of Perceived Online Privacy Risk on the Relationship between Merchant Characteristics and Willingness to Disclose Personal Data Pathou Pimrabiab, Witsinee Bovornusvakool, Sunthud Pornprasertmanit, Sipat Triukose and Supoet Srinutapong Pages 38 - 59   DOI 10.14456/cbsr.2021.15  Download PDF  Article preview Cite Abstract The purpose of this research study is to explore the relationship between perceived online merchant characteristics and willingness to disclose personal data, while examining the moderating effect of perceived online privacy risk. An online survey was employed to collect data from 354 samples, which resulted in a total of 1,062 respondents. The results showed that the effect of perceived online merchant characteristics on the willingness to disclose personal data was significantly moderated by the level of perceived online privacy risk. In other words, ratings of online merchant characteristic interacted significantly with perceived online privacy risk which influenced participant's willingness to disclose personal data. This positive interaction depended on the level of perceived online privacy risk. That is, individuals with a high level of online privacy risk were less willing to disclose their personal data, while those with a low level of online privacy risk were significantly more likely to disclose such information. The willingness to disclose personal data was high when perceived online merchant characteristic ratings were high in both low and high levels of perceived online privacy risk.
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Former Government Official or Politician Director and Audit Committee Relationship with CEO’s Discretion and Real Earnings Management Konnut Pugatekaew Pages 60 - 75   DOI 10.14456/cbsr.2021.16  Download PDF  Article preview Cite Abstract The research examined the CEO’s shareholding, directors, and audit committee who were former government officials or politicians on real earnings management (REM), and the influence of the directors and the committee on CEO’s discretionary in REM of Thai listed companies during the period of 2017 to 2019. Multiple regression analysis confirmed a relationship. The results indicated that CEO was not related to REM. The directors and audit committee were negatively related to REM. In addition, the directors moderated on rising CEO’s discretionary in REM, while the committee had a moderator effect negatively on the discretion in REM. The key highlight from this research was the directors may be persuaded to collaborate with the CEO on real earnings management. The results provided an advantage for enriching the Agency Theory, and the Resource Dependence Theory under the current situation. In addition, the regulator reviews the directors’ and audit committee members’ qualifications, also a piece of additive information for investors to make investment decisions.
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Innovative parcel delivery service in Thailand during COVID-19 pandemic using Structural Equation Modelling Kanokkarn Snae Namahoot and Peeranat Inkaew Pages 76 - 94   DOI 10.14456/cbsr.2021.17  Download PDF  Article preview Cite Abstract This research aims to analyze factors involved in technological innovation, service innovation, service quality, price consciousness and service users’ attitude. These factors have both direct and indirect influences on the intention to use the services of parcel delivery companies in Thailand during the COVID-19 pandemic, with the service users’ attitude as mediating variable. Data collection was gathered from 440 people who have used parcel delivery services in Thailand using a SEM. The results of the analysis reveal that service quality has the most direct influence on the attitude to use the, follow by technological innovation, price consciousness, service innovation with the correlation coefficients of 0.972, 0.534 0.296, 0.293 and 0.109 respectively. Furthermore service quality has indirect influence on the intention to use the service of the parcel delivery company in Thailand. Attitude as mediator variables has the most influence, follow by price consciousness, service innovation and technological innovation with the correlation coefficients of 0.503, 0.182, 0.087 and 0.053 respectively.