Smart farming is a feasible solution to help farmers effectively and sustainably manage the potential threats and risks those traditional farmers face, such as product quality, increased production costs, the environment, climate change, natural catastrophes, pests, and inferior goods. Using a survey research design, this research examined smart farming adoption and risk management models by combining the Technology Acceptance Model (TAM) and the Innovation Diffusion Theory (IDT). The research sampled 400 farmers who are members of community enterprises in the northeastern region of Thailand. Data was collected using a questionnaire and analyzed using a statistical package program in four steps: confirmatory factor analysis, path analysis, structural equation model analysis (SEM), and Sobel's test. The findings revealed that government support variables had the most significant influence by adopting smart farming to risk management. Based on the research results, the government can apply this model to create strategies to encourage farmers to adopt smart farming and increase the production efficiency of agricultural products. The farmer can manage the risks of smart farming, which leads to sustainable smart farming and is useful for further academic acceptance and risk management studies. Furthermore, this study contributes to the existing literature on combining TAM and IDT in model adoption and risk management. The limitations include the small sample size adopted and the limited coverage area for the study, which restricts the generalization of the findings. However, the findings offer a glimpse into the benefits of smart farming.

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This paper aims to investigate the relationship between forgiveness towards repurchasing intentions from a cross cultural perspective. The study was conducted in the airline industry where customers believed the airline service was not up to expectations. The survey used questionnaires to collect data from Thai and European passengers who had perceived failure of service experienced in the international airline. The result of this study found that Thai and European customers have a different degree of collectivism and forgiveness. Collectivism culture has a positive effect to forgiveness and repurchase intention. Furthermore, customer forgiveness has a positive relationship with the customer's intention to repurchase. More specifically, the study incorporates customer forgiveness as a mediator, thus forgiveness can be influenced by cultural values and can perform the role as a coping strategy by the customer to release negative emotional responses from a service failure and open a gate of opportunity for a customer repurchase intention.

This research aimed to study the creation of distribution channels, marketing activities, and partnership network of community enterprises case studies in Thailand. The qualitative research and participatory action research were used for this study. Data was collected by in-depth interviews, observation, and participatory research from 12 groups of community enterprises which produced agricultural products with traditional technology and knowledge. The results demonstrated as follows: 1) Creation of distribution channels, it was found that the community enterprises should sell their products through exhibitions/booths, direct sales or network marketing, and modern channels such as convenience stores and supermarkets; 2) Creation of marketing activities, it was found that the enterprises should create awareness of their agricultural products through trade shows, seminars, conferences, and social media; 3) Creation of partnership network, it was found that the enterprises should apply the contractual agreement alliance, joint venture alliance, and equity alliance for building more partnership networks. Recommendation from the research results, the community enterprises must keep ongoing activities to exchange trade negotiations with trading partners. Simultaneously, the government agencies should help the community enterprises by raising income generation with a policy to support low-interest funding sources and find sustainable markets both inside and outside the country.

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