http://dspace.rmutk.ac.th/handle/123456789/8 Theses 2026-05-16T23:49:47Z http://dspace.rmutk.ac.th/handle/123456789/4797 The impact of online reference Groups on shared green consumption Behavior: the mediating role of Natural empathy Zhang, Ruyi With the development of China's economy and society, online interpersonal interactions have become increasingly prevalent, and more people have adapted to online social networking. Online reference groups, through information dissemination, demonstration effects, and social interactions, help promote green consumption concepts. This encourages more individuals to choose environmentally friendly and sustainable consumption methods, thereby advancing the popularization and development of green consumption. The attitudes, behaviors, and perspectives of members within online reference groups regarding shared green consumption exert significant referential effects on individuals' shared green consumption behaviors. This rescarch aims to investigate the influence of online reference groups on shared green consumption behavior, examine the impact of online reference groups on natural empathy, explore the influence of natural empathy on shared green consumption bchavior, and atudy the mcdiating role of natural empathy between online reference groups and shared green consumption behar. The study surveyed Chinese internet users and cullected 409 valid online questionnaires. Data analysis and hypothesis testing were conducted using SPSS 27.0 and Mplue 7. The statistical analysis results indicated that online reference groups positively influence shared green consumption behavior; online reference groups positively affect natural empathy; natural empathy positively influences shared green consumption behavior; and natural empathy mediates the relationship between online reference groups and shared green consumption behavior.; AN INDEPENDENT STUDY SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE MASTER DEGREE OF ARTS FACULTY OF LIBERAL ARTS RAJAMANGALA UNIVERSITY OF TECHNOLOGY KRUNGTHEP ACADEMIC YEAR 2024 COPY RIGHT OF RAJAMANGALA UNIVERSITY OF TECHNOLOGY KRUNGTHЕР 2024-01-01T00:00:00Z http://dspace.rmutk.ac.th/handle/123456789/4796 The impact of ambidextrous Leadership and organizational Innovation climate on innovation Performance Hong, Zhou In today's rapidly evolving ecomy, enterprises, as components of society, are faced with increasingly complex environments. Only through continuous innovation can they seek development. Leadership style plays a pivotal role in guiding all aspects of a business, while employees are the executors of the company's taaka. The combination of both is csscutial for achieving curporate Innovalon goals and enhancing innovation performance. This study also explores the impact of organizational innovation climate on innovation performance. This research has two main objectives: 1) to investigate whether ambidextrous leadership influences employee innovation performance, and 2) to examine the impact of the ceganizzional innovation climate innovation perfomance. The fingsig indicate that ambidextrous leadership has a significant positive effect on innovation performance; similarly, the organizational innovation climate also significantly enhances innovation performance. The results suggest that to improve employee innovation performanee, it is first noccoary to acknowledge tho strengtlis and weaknesses of different leadership syles and to a situzional apprach ioli maximize the benefits of open and conservative leadership styles. Additionally, creating a favorable organizational innovation climate and establishing effective communication channels is crucial. These factors enhance employees' innovative capabilinies and, consesquently, boost organizal innovation performance. 2024-01-01T00:00:00Z http://dspace.rmutk.ac.th/handle/123456789/4795 The Influence of Live Streamers' Personal Traits on Consumer Purchase Intention: The mediating Role of Consumer Cognition Shi, Binrui With the continuous advancement of streaming media technology, online live- streaming platforms have rapidly emerged. Live-streaming has evolved beyond mere entertainment to integrate closely with traditional e-commerce, forming a new business model--e-commerce live-streaming. In this emerging marketing model, marketing hosts play a crucial role. Thus, this research aims to 1) explore the correlation between personal traits of hosts in e-commerce live-streaming and consumer purchase intention, and 2) use consumer cognition as a mediating variable to further investigate the impact relationship between live streamers' personal traits and purchase intention. The hypotheses of the study are tested using SPSS 27.0 and Mplus 7. The statistical analysis reveals that live streamers' personal traits positively affect consumer purchase intention; live streamers' personal traits positively influence consumer cognition; consumer cognition positively impacts consumer purchase intention; and consumer cognition mediates the relationship between live streamers' personal traits and consumer purchase intentions.; AN INDEPENDENT STUDY SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE MASTER DEGREE OF ARTS FACULTY OF LIBERAL ARTS RAJAMANGALA UNIVERSITY OF TECHNOLOGY KRUNGTHEP ACADEMIC YEAR 2024 COPYRIGHT OF RAJAMANGALA UNIVERSITY OF TECHNOLOGY KRUNGTHEP 2025-01-01T00:00:00Z