Journal of Value Chain Management and Business Strategy

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Vol. 5 No. 3 (2026): ๋ี๋ีJuly - September 2026

View Vol. 5 No. 3 (2026): ๋ี๋ีJuly - September 2026

Published: 2026-09-07

Research Articles

PERCEIVED ORGANIZATIONAL SUPPORT AND EMPLOYEE WORK PERFORMANCE IN THE AI ERA: THE MEDIATING ROLES OF DIGITAL LITERACY AND AI TECHNOLOGY ACCEPTANCE IN THE BANK FOR AGRICULTURE AND AGRICULTURAL COOPERATIVES

Chaianun Kruathed, Orawee Sriboonlue

1-19
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DRIVING MULTICULTURAL TEAM PERFORMANCE THROUGH CULTURAL INTELLIGENCE: THE MEDIATING ROLE OF CROSS-LINGUISTIC COMMUNICATION COMPETENCE IN INTERNATIONAL BUSINESS ORGANIZATIONS

Lalita Panithikul, Orawee Sriboonlue

20-39
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THE INFLUENCE OF PERCEIVED CREDIBILITY OF AI-GENERATED CONTENT ON PURCHASE INTENTION VIA TIKTOK: EVIDENCE FROM GENERATION Z CONSUMERS IN THE BANGKOK METROPOLITAN REGION

Pannita Kaewted, Tula Paengmar, Piyaporn Chucheep

40-52
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THE ROLES OF DATA QUALITY AND ANALYTICS READINESS IN THE RELATIONSHIP BETWEEN DIGITAL DATA MANAGEMENT CAPABILITY AND STRATEGIC DECISION QUALITY OF SMALL AND MEDIUM-SIZED ENTERPRISES IN THAILAND

Teetut Tresirichod

53-74
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THE INFLUENCE OF MARKETING MIX AND BRAND VALUE ON THE CHOICE OF ONLINE AND OFFLINE COSMETIC PURCHASE CHANNELS AMONG UNIVERSITY STUDENTS IN CHIANG MAI PROVINCE

Sirirux Yawiraj, Charunya Suwannasereerak

75-92
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PERCEIVED ORGANIZATIONAL SUPPORT, PSYCHOLOGICAL CAPITAL, AND OCB AS DRIVERS OF HAPPY WORK LIFE: A QUALITATIVE STUDY IN BEIJING'S ENTERTAINMENT INDUSTRY

Xiaoqian Wang, Suraporn Onputtha, Chitralada Trisakhon

93-107
- PDF (ENGLISH)

Book Review

จิตวิทยาสายดาร์ก

ธิดารัตน์ วิจารณ์ปรีชา

108-110
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