RSU International Research Conference 2018

Why Do Customers Buy Coffee at Starbucks, Rather Than Doi-Chaang?

Chomphunot Mongkoltanakul, Edward Bacon, and Amporn Puapradit

RSU International Research Conference 2019

Factors Affecting Online Shopping Behavior: A Case Study of Young Adult Consumers in Rangsit University

Nijchaya Phanrat, Amporn Puapradit, and Phunpiti Bhovichitra

RSU International Research Conference 2024 on Social Science and Humanities, Education, and Management

Book Preferences and Factors that Influence Thai Consumers’ Book-Buying Behaviors

Phetcharayut Meesawad, Laksika Saengkaew, Arisa Theerarattananukulchai, Kanyakorn Mak Im, and Gessanee Maneerat

RSU International Research Conference 2025 on Social Science and Humanities, Education, and Management

The Influence of AI-Driven Personalized Marketing on Gen Z Consumer Engagement and Buying Behavior in Social Media Platforms

Mijala Shakya and Nudee Nupairoj

RSU International Research Conference 2025 on Social Science and Humanities, Education, and Management

The Mediating Role of Social Media in Influencing the Sustainable Fashion Buying Behavior of Gen-Z Consumers

WAI YAMIN PHYO