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Item Open Access Factors influencing behavior intention in digital investment services of mutual fund distributors adoption in Thailand(Mahidol University. Mahidol University Library and Knowledge Center, 2022) Haruthai Kasemharuethaisuk; Taweesak Samanchuen; Rojjalak ChuckpaiwongMutual Fund is a financial product of Asset Management Companies (AMC). Some distributors provide differentiated services in the form of brokerages. Presently, the concept of distribution is changed from agents to digital services. From traditional... mutual fund distributors in Thailand. Developing the conceptual research model uses the extended Technology Acceptance Model (TAM2) together with variables from previous research in investment behavior and fintech adoption. A total of 76 respondentsItem Open Access Factors affecting e-service quality and customer satisfaction on customer behavior in online shopping for electronic entertainment product category(Mahidol University. Mahidol University Library and Knowledge Center, 2022) Yodtida Yodmuang; Adisorn Leelasantitham; Rojjalak ChuckpaiwongThe world has entered a digital era with new technologies and innovations created to facilitate human beings. Electronic commerce has changed how we do business by forcing companies to find new ways to expand their market by developing products... electronic entertainment product category. The conceptual model of this study applied the conceptualization of e-service quality with dimensions of the E-S-Qual model and additional related factors, which were enjoyment and innovation technology. This study