Mr. Bastian Eine, a recent Ph.D. graduate of ICO NIDA from Germany, successfully published part of his dissertation in the \u201cAsian Journal of Business Research\u201d, which is ranked in the \u201cSCImago Quartile 3\u201d (Scopus).<\/p>\n\n\n\n
His research examined the effect of perceived usefulness, perceived ease of use, trust in the sellers, and perceived sellers\u2019 risk on the intention to repurchase in online marketplaces, by performing the cross-country analysis between Thailand and Germany. His online survey data were collected from 404 Thai and 405 German participants. The results showed that the effect of perceived usefulness, perceived ease of use, and trust in the sellers were significantly higher in Thai than in German respondents. However, there was no significant difference between the two nationalities in the effect of perceived sellers\u2019 risk on the intention to repurchase in online marketplaces.<\/p>\n\n\n\n
In the end, his research recommended international companies\u2019 managers and cross-cultural marketers to develop different strategies for different countries based on consumers\u2019 cultural characteristics.<\/p>\n\n\n\n
His research was under close supervision and guidance of his thesis adviser, Assoc. Prof. Dr. Peerayuth Charoensukmongkol.<\/p>\n\n\n\n