This study aims to examine how marketing mix and trust theories influence users’ intentions to adopt herbal platform services in Thailand and examine the impact of these intentions on actual service usage, placing a special focus on the integration of technologies in the context. The significant potential for growth in Thailand’s herbal business and the currently underutilized online platforms, it is crucial for stakeholders to understand the determinants of investment intentions. Merging marketing mix and trust theories, this research offers a comprehensive analysis of factors influencing the use of herbal platform, highlighting the relevance of herbal in enhancing service adoption. This study utilized a quantitative approach, gathering data through online surveys from 416 users of online herbal platforms in Thailand using SEM to examine the impact of gender on consumers’ decisions to use these platforms. This study provides insights into effective business strategies for herbal companies and contributes novel perspectives to the literature on herbal services. It specifically examines cognitive and emotional trust impacts and explores gender dynamics within the context of Health development. The study clarifies the roles of these factors and assesses the impact of gender on platform adoption, highlighting the importance of m-Health services in facilitating this process. Enhancing user engagement with herbal platform services requires prioritizing influential determinants, streamlining the investment experience, and underscoring the sector’s contribution to economic revitalization. Authorities should prioritize simplifying the investment landscape and initiating advocacy campaigns, while platform developers are advised to improve the user experience, bolster educational efforts, and heighten awareness of the investment advantages within the herbal industry. This research provides stakeholders with insights into the factors that enhance Thais’ engagement with herbal market platforms, especially via online channels. Identifying these key drivers is anticipated to boost participation in the herbal market, thereby contributing positively to Thailand’s economy.

This study employs a transfer matrix, dynamic degree, stability index, and the PLUS model to analyze the spatiotemporal changes in forest land and their driving factors in Yibin City from 2000 to 2022. The results reveal the following: (1) The land use in Yibin City is predominantly characterized by cultivated land and forest land (accounting for over 95% of the total area). The area of cultivated land initially increased and then decreased, while forest land continued to decline and construction land expanded significantly. The rate of forest land loss has slowed (with the dynamic degree decreasing from −0.62% to −0.04%), and ecosystem stability has improved (the F-value increased from 2.27 to 2.9). The conversion of cultivated land to forest land is the primary driver of forest recovery, whereas the conversion of forest land to cultivated land is the main cause of reduction; (2) cultivated land is concentrated in the central and northeastern regions, while forest land is distributed in the western and southern mountainous areas. Construction land is predominantly located in urban areas and along transportation routes. Areas of forest land reduction are mainly found in the central and southern regions with rapid economic development, while areas of forest land increase are concentrated in high-altitude zones or key ecological protection areas. Stable forest land is distributed in the western and southern ecological conservation zones; (3) changes in forest land are primarily influenced by annual precipitation, elevation, and distance to rivers. Road accessibility and GDP have significant impacts, while slope, annual average temperature, and population density exert moderate influences. Distance to railways, aspect, and soil type have relatively minor effects. The findings of this study provide a scientific basis for the sustainable management of forest resources and ecological conservation in Yibin City.

In the realm of contemporary business, Business Intelligence (BI) offers significant potential for informed decision-making, particularly among executives. However, despite its global popularity, BI adoption in Malaysia’s service sector remains relatively low, even in the face of extensive data generation. This study explores the factors influencing BI adoption in this sector, employing the Technology Acceptance Model (TAM) as its conceptual framework. Drawing on relevant BI literature, the study identifies key TAM factors that impact BI adoption. Using SEM modelling, it analyses quantitative data collected from 45 individuals in managerial roles within Malaysia’s service sector, particularly in the Klang Valley. The findings highlight the crucial role of Perceived Usefulness in influencing the Behavioral Intention to adopt BI, serving as a mediating factor between Computer Self-efficacy and BI adoption. In contrast, Perceived Ease of Use does not have a direct impact on BI adoption and does not mediate the relationship between Computer Self-efficacy and Behavioral Intention. These insights demonstrate the complex nature of BI adoption, emphasizing the importance of Perceived Usefulness in shaping Behavioral Intentions. The outcomes of the study aim to guide executives in Malaysia’s service sector, outlining key considerations for successful BI adoption.

This study investigates the role of Chat-GPT with augmented reality applications in enhancing tourism experiences in Thailand, focusing on behavioral intentions and innovation adoption to reduce stress in the tourism industry. The research addresses two key objectives: identifying factors driving consumers' behavioral intentions to adopt AR apps and evaluating the robustness of a modified innovation framework for analyzing these intentions. A conceptual model integrating innovativeness, attitudes, perceived enjoyment, and revisit intentions was developed and tested using Structural Equation Modeling with data from 430 Thai tourists who have one to three years of mobile application experience. The findings highlight that service and technology innovation significantly influence perceived enjoyment and attitude, which in turn mediate the impact on behavioral intention to adopt augmented reality applications. At a significance level of p < 0.001, perceived enjoyment and attitude were identified as critical determinants of BI, underscoring the importance of intrinsic user experiences. Tourists are more likely to adopt augmented reality technologies based on personal perceptions and enjoyment rather than external recommendations. This research provides actionable insights for stakeholders in the tourism technology ecosystem, including technology providers, marketers, and policymakers. By emphasizing the interplay of social, emotional, and hedonic factors in shaping user attitudes, the study introduces a robust framework for advancing augmented reality applications in tourism. The findings underscore the importance of user-centric design to drive technology adoption and offer strategic guidance for developers and entrepreneurs aiming to enhance tourism experiences through innovative augmented reality solutions.

The use of geotechnologies combined with remote sensing has become increasingly essential and important for efficiently and economically understanding land use and land cover in specific regions. The objective of this study was to observe changes in agricultural activities, particularly agriculture/livestock farming, in the North Forest Zone of Pernambuco (Mata Norte), a political-administrative region where sugarcane cultivation has historically been the backbone of the local economy. The region's sugarcane biomass also contributes to land use and land cover observations through remote sensing techniques applied to digital satellite images, such as those from Landsat-8, which was used in this study. This study was conducted through digital image processing, allowing the calculation of the Normalized Difference Vegetation Index (NDVI), the Soil-Adjusted Vegetation Index (SAVI), and the Leaf Area Index (LAI) to assess vegetation cover dynamics. The results revealed that sugarcane cultivation is the predominant agricultural and vegetation activity in Mata Norte. Livestock farming areas experienced a significant reduction over the observed decade, which, in turn, led to an increase in agricultural and forested areas. The most dynamic spatiotemporal behavior was observed in the expansion and reduction of livestock areas, a more significant change compared to sugarcane areas. Therefore, land use and land cover in this region are more closely tied to sugarcane cultivation than any other agricultural activity.

To investigate the effect of the location of vacuum insulation panels on the thermal insulation performance of marine reefer containers, a 20ft mechanical refrigeration reefer container was employed in this paper, and the physical and mathematical models of three kinds of envelopes composed of vacuum insulation panels (VIP) and polyurethane foam (PU) were numerically established. The heat transfer of three types of envelopes under unsteady conditions was simulated. In order to be able to analyze theoretically, the Rasch transform is used to analyze the thermal inertia magnitude by calculating the thermal transfer response frequency and the thermal transfer response coefficient for each model, and the results are compared with the simulation results. The results implied that the insulation performance of VIP external insulation is the best. The delay times of each model obtained from the simulation results are 0.81 h, 1.45 h, 2.03 h, and 2.24 h, while the attenuation ratios are 8.93, 20.39, 20.62, and 21.78, respectively; the delay times calculated from the theoretical analysis are 0.78 h, 1.43 h, 1.99 h, and 2.20 h, respectively; and the attenuation ratios are 8.84, 20.31, 20.55, and 21.72, respectively. The carbon reduction effect of VIP external insulation is also the best. The most considerable carbon reduction is 3.65894 kg less than the traditional PU structure within 24 h. The research has a guiding significance for the research and progress of the new generation of energy-saving reefer containers and the insulation design of the envelope of refrigerated transportation equipment.