Research article

**

The Impact of COVID-19 on Perceived Risk and Insurance Purchase Demands of People in Trang Province Nattanicha Kongjam, Jutamat Rattanapibool, Ruttawit Apacuppakul, Thawanhathai Koedkaeo, Rusnee Saebing, Sippavitch Wongsuwatt and Wipada Thaothampitak Pages 1 - 20   DOI 10.14456/cbsr.2021.5  Download PDF  Article preview Cite Abstract Insurance is an important part of people life enabling stability and warranty in several ways through for example, life insurance, personal accident insurance, and health insurance especially during Covid-19 pandemic which caused a high loss of people life. This research was undertaken to study the impacts of the Covid-19 pandemic on perceived risk and purchase demands in personal insurance. A questionnaire survey was employed to collect data from 400 people in Muang Trang District, Trang Province using quota sampling method. Descriptive statistics and Multiple linear regression were used to analyze the data. The research results found that perceived risk significantly influenced purchase demands for life insurance, personal accident insurance, and health insurance. Moreover, the impacts of the Covid-19 pandemic had the influence on the relationship between perceived risk for life insurance and health insurance. In terms of recommendation, promoting people’s awareness on risk is crucial element for increasing insurance purchase demands. The insurance can in turn create warranty of people life and safety.
**

Drivers of E-Commerce Continuance Intention: A Comparison across Baby Boomers, Generations X, Y, and Z in Thailand Amonrat Thoumrungroje Pages 21 - 46   DOI 10.14456/cbsr.2021.6  Download PDF  Article preview Cite Abstract Globalization of trade and investments coupled with advancements in telecommunication and transportation technology have driven growth in international business, particularly e-commerce. Focusing on business-to-consumer (B2C) e-commerce, this study investigates the drivers of post-COVID-19 pandemic e-commerce continuance intention across baby boomers, Generations X, Y, and Z in Thailand. Self-administered online survey data from 851 Thai respondents obtained after the first lockdown were analyzed using multiple-group structural equation modeling. Results show that perceived risks in e-commerce have the strongest negative effect on trust, followed by utilitarian motivations while hedonic motivations only have marginal effect. From the total sample, utilitarian motivations are the most influential driver for continuance intention while trust has the least impact. Within each generation, although hedonic motivations represent the most important driver among baby boomers, utilitarian motivations are the only significant factor in Generation X, and are the most significant across Generations X, Y, and Z with trust being unimportant to Generations X and Y. Proposed relationships are marginally different between Generations X and Z, but not in other pairwise comparisons.
**

The Impacts of COVID-19 Pandemic and Strategic Responses: Insights from Business Owners in Thailand Wanwisa Charoennan and Henzel Embalzado Pages 47 - 71   DOI 10.14456/cbsr.2021.7  Download PDF  Article preview Cite Abstract The COVID-19 pandemic has brought daunting changes in the business landscape prompting business owners to take necessary steps to curtail its devastating effects. While most studies were about projections of its effects, this study takes a more practical and holistic perspective by aiming to understand its actual impact, and identify corporate directional strategies being implemented at different crisis stages. This study applied a qualitative methodology by in-depth interviewing 168 Thai business owners. After their responses were counted and cross-tabulated, the results showed that different strategies were implemented at different crisis stages, and leadership styles played a critical role in such strategic responses, which subsequently affected their performance. Experiences in crisis management, business size and type, and technology adaptation were also found to influence the relationship between strategy implementation and business performance. Theoretical and managerial implications are mentioned here thereto.
**

Subjective Morality, Moral Dissonance and Temporal Coping in Counterfeit Luxury Consumption Sudatip Piyavee Pages 72 - 95   DOI 10.14456/cbsr.2021.8  Download PDF  Article preview Cite Abstract Current research aims to understand how subjective morality in counterfeit luxury consumption influences consumers’ experiences regarding their consumption, moral dissonance and how they cope with such issue. Subjective interpretation of morality in the context of counterfeit luxury consumption leads these consumers to experience their consumptions differently, to face moral dissonance at different times, and to cope with problems with different strategies over the course of counterfeit consumption journey (i.e. pre-purchase, purchase, consumption and post-consumption). 1) Phenomenological interviews on 31 informants who purchase and own both counterfeit and authentic luxury fashion products, 2) netnography and 3) autoethnography were conducted to understand the naturalistic setting of counterfeit luxury market in Bangkok, Thailand. Findings suggest that subjective morality from perspectives of counterfeit luxury consumers forms what constitutes rights and wrongs leading to these consumers to experience their consumption differently, feeling negative feelings from moral dissonance at different times, and coping with such feelings using different temporal coping strategies throughout their counterfeit luxury consumption journeys. In addition, findings from current research provides practitioners, policy makers and luxury brands with understandings on what, how, when and on who to implement strategic interventions and brand building in order to encourage or nudge these consumers to moral consumption.