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There are benefits and challenges related to the recent worldwide Covid-19-driven surge of social-media collaborative learning in higher education. This research examines the antecedents influencing this ‘new normal’ phenomenon among university students to provide a causal model of understanding. This study was based on a purposive sample; a questionnaire was completed by 371 university students. The analysis of the data obtained using applied structural equation modelling of the partial least-squares technique, it was found that the most influential antecedents included collaborative capability and perceived enjoyment. Based on the results, we recommend that, owing to the turbulent and changing requirements of social distancing and distance learning, educational institutions and stakeholders invest in the improvement of implied social-media collaboration and learning platforms.

The present study developed an assessment scale to measure the competitiveness of wellness destinations in Thailand, particularly from the perspective of the wellness tourism firm. A literature review and in-depth interviews informed the components and indicators for the assessment. Then, a scale was developed to evaluate the effectiveness and accuracy of the measurement scale using exploratory factor analysis and verification by confirmatory factor analysis. These analyses generated seven dimensions of wellness tourism: destination environment, travel and policy, infrastructure and capacity, manufactured and cultural resources, strategy and structure, novelty potential, and cooperative and proactive marketing. The results indicate strategies and considerations to improve the competitiveness of wellness destinations in Thailand. The assessment tool may be valuable for wellness tourism clusters and stakeholders to assess and promote wellness destination competitiveness.

Objectives: This research analyzed the direct and indirect influences of consumer personality on knowledge-sharing behavior through shoppertainment platforms using subjective well-being and trust as mediators. Methods/Analysis: A questionnaire survey was developed and distributed to 320 consumers with familiarity and experience in purchasing products from the TikTok shop and sharing knowledge, information, news, and purchasing experiences with the Thai TikTok community. This study adopted non-probability and purposive sampling techniques, with measurements and structural model assessments performed before hypothesis testing using the partial least squares structural equation model (PLS-SEM) with SmartPLS statistical software. Findings: Extraversion and openness to experience had a direct positive influence on trust, while neuroticism showed a direct negative influence on trust. Extraversion had a direct positive influence on subjective well-being, while neuroticism showed a direct negative influence on subjective well-being. Both trust and subjective well-being directly influenced knowledge-sharing behavior on the shoppertainment platform. Extraversion and openness to experience positively influenced knowledge-sharing behavior on the shoppertainment platform via trust, while neuroticism negatively influenced knowledge-sharing behavior on the shoppertainment platform through trust. Importantly, extraversion, openness to experience, and agreeableness positively influenced knowledge-sharing behavior on the shoppertainment platform via subjective well-being, with neuroticism negatively influencing knowledge-sharing behavior on the platform through subjective well-being in the same manner. Novelty/Improvement:Results contribute to an improved understanding of the mechanisms of a robust and competitive online retail business model in the digital era that can best deliver business sustainability by elevating consumers’ knowledge-sharing behaviors to facilitate purchasing decisions on goods or services via shoppertainment platforms. Doi: 10.28991/HIJ-2023-04-01-014 Full Text: PDF

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