This study investigates the effect of AI literacy on FinTech adoption capability, while examining the mediating roles of self-directed learning and innovative thinking skills among Generation Z finance students in Thailand. A quantitative research approach was employed, with data collected via an online questionnaire administered to 391 undergraduate finance students. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that AI literacy has significant positive effects on self-directed learning, innovative thinking skills, and FinTech adoption capability. Although self-directed learning does not directly influence FinTech adoption capability, it exhibits a significant indirect effect through innovative thinking skills. Further mediation analysis indicates that innovative thinking skills function as a critical mechanism through which AI literacy and self-directed learning contribute to effective FinTech adoption. These findings suggest that enhancing AI literacy alone may not be sufficient unless it is complemented by the development of self-directed learning behaviors and innovative thinking skills. This study contributes to the growing body of literature on financial technology adoption within educational settings and offers policy-relevant insights for strengthening the digital competencies of finance students in the context of ongoing digital transformation.

The issue of accounting fraud presents a significant challenge within the business sector, prompting an increase in scholarly investigations across various contexts. Despite this growing interest, research specifically addressing the Thai context has remained scarce. Thus, this quantitative study aimed to bridge this gap by assessing the proficiency of Thai Gen Z accountants in detecting accounting fraud, with a particular emphasis on their digital, data science, and diagnostic skills. The study collected data from 150 participants using a structured survey questionnaire distributed to licensed accountants affiliated with the Thailand accounting program. It adopted a theoretical framework inspired by social learning theory and information processing theory to examine both direct and mediated relationships among the key variables under investigation. The results were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine these relationships. The results showed that digital competency have significant direct effects on the fraud detection skills, with diagnostic skills playing a key role in the process. The study revealed that digital competency not only furnishes accountants with necessary technological expertise but also bolsters their analytical skills, which are vital for identifying fraudulent activities. Likewise, data science literacy—encompassing skills in predictive analytics, big data management, and data insight communication—significantly enhances accountants' capacity to identify and understand fraudulent patterns. The emergent role of diagnostic skills as a key intermediary emphasizes the importance of comprehensive training programs that foster both technical prowess and critical analytical thinking.

This study examines whether audit quality enhances the value relevance of earnings and book value of equity in explaining market prices of common shares in Thailand’s emerging market. Using data from 401 non-financial firms listed on the Stock Exchange of Thailand between 2021 and 2023, we analyze 1203 firm-year observations collected from Bloomberg and company annual reports. Multiple regression results show that earnings per share (EPS), book value per share (BVPS), and audit quality measures are significantly associated with share prices. Audit quality is proxied by audit firm size, audit fees, and financial statement irregularities (Beneish M-score). Big 4 auditors increase the relevance of book value, while higher audit fees strengthen the earnings–price relationship. Conversely, firms with higher M-scores, signaling potential earnings manipulation, display weakened associations between accounting metrics and share value. These findings highlight audit quality’s role in reducing information asymmetry, reinforcing investor trust, and supporting market efficiency in a post-crisis environment. By integrating audit quality into the Ohlson valuation framework, this study contributes to the literature on audit assurance and capital market behavior in emerging economies, offering insights for investors, regulators, and managers regarding the credibility of financial reporting.

Using Path modeling, this study intends to investigate the effects of tax incentive measures on Thai SMEs' corporate tax compliance behavior under the conditions of a facilitated tax system, as well as tax fairness and equity perception. In this study, samples were collected from 209 Thai SMEs. The study's findings show that tax incentive measures have a direct effect on corporate tax compliance behavior, but the two-way interaction "Tax Incentive Measures* Facilitated Tax System" and the three-way interaction "Tax Incentive Measures* Facilitated Tax System* Tax Fairness and Equity Perception" do not. This implies that the two moderators' fluctuating levels have no effect on the direct effect. As a result, Tax incentive measures are the only significant factor for SMEs in their commercial operations and activities. Executives of SMEs must critically evaluate, implement, and utilize Tax incentive measures in order to build, develop, and realize the advantages of these measures in doing business.

This study aims to investigate the roles and responsibilities of management accountants in Thailand, in a new and sustainable episode that has been disrupted by internal and external factors. Specifically, it also identifies the key factors that drive the changing roles of managerial accountants to be more innovative and business-strategy-oriented. Secondary data were employed in this study via the posted questionnaire to accountants who work in three industry sectors, namely manufacturing, retail and wholesale, and services. Multigroup structural equation modeling (multigroup SEM) was administered from the data. A sample set of 182 was gathered and used in the study’s analysis. 45% of the sample were accountants who worked in manufacturing, 22% in retail and wholesale, and 33% in service companies. The study proposed a structural equation modeling approach to determine key factors-digital technology force, leadership, digital technology readiness, digital technology competency, and attitude-that influence the changing roles of managerial accountants. The study finds that the factors that influenced the changing roles of managerial accountants differ from sector to sector. The digital technology force was found to have a weak influence on the changing roles of accountants, but moderately strong in retail and wholesale services. While the attitude of the accountants themselves was very strong to influence the changing roles, it was moderately strong for retail and wholesale, and rather weak for the services sector. Other factors-leadership, digital technology readiness, and digital technology competency-were found to have a mediating effect. Keywords: changing roles, managerial accountants, digital disruption, attitude, digital technology, sustainable

This research investigates how accountants in Thailand are adapting to changes driven by advances in digital technology, environmental issues, and professional accounting organizations. The study identifies key factors influencing these shifts and assesses their impact on the accounting field. A survey of accountants from large manufacturing firms in Thailand was conducted, examining internal, external, and personal factors affecting their roles and responsibilities. The study uses Structural Equation Modeling (SEM) to analyze data from 174 respondents, identifying leadership and digital technology readiness as internal factors; sustainability force, professional entity, and digital technology force as external factors; and competency skills and attitude as personal factors. The fit indices collectively suggest that the model has a good fit to the data, demonstrated by Comparative Fit Index (CFI) value (0.91), Tucker-Lewis Index (TLI) (0.891), Root Mean Squared Error of Approximation (RMSEA) (0.067), and chi-square/degree of freedom model (1.776). The combination of the indices supports the conclusion that the model is robust and well-aligned with the observed data, and importantly capturing the relationships between the constructs under the study. Results reveal a significant transformation in the professional identity of Thai accountants, primarily driven by their positive attitude towards changes. Notably, professional accounting bodies and educational institutions appear to hinder this evolution. The findings emphasize the need for professional organizations to realign their strategies to better support the evolving roles of accountants.

This chapter provides basic facts concerning Thailand's economy, including GDP by key sectors and foreign direct investment (FDI). It also explores the management accounting practices (MAPs) used in Thailand. This chapter focuses on MAPs implemented by large Thai manufacturing companies. In 1998, IFAC released a report describing the management account evolution. Although the report has enjoyed wide readership in scholarly circles, MAPs have received relatively little attention from businesses. In the present study, a survey questionnaire is used to collect information. Of the questionnaires sent to 1500 companies, 205 were usable, for a 13.67% response rate. The questionnaires sought information about management accounting practices of the companies. The practices were based on the stages of management accounting according to the IFAC evolution model. Here, cluster analysis is used to as-sign data into four clusters using hierarchical agglomerative methods. Then discriminant analysis is employed to ensure the accuracy of the cluster analysis. We find that respondents rely more on traditional tools and techniques, namely budgeting and controlling for product cost. In addition, we discover that the new advanced MAPs are increasingly being used by many large Thai companies. Although MAPs are used to create value for large Thai companies, they are not being used at the highest stage. Considering that advanced technologies are available and that there are advances in the way business is conducted, the implementation of modern management accounting procedures appears to be far behind.

Previous research in the literature often investigated the associations between management accounting systems and the success of organizations. However, little has been done in regard to the association of business strategies, goals, and firms’ performance while having management accounting tools as mediators. Management accounting systems are classified as traditional and strategic management accounting themes. Each theme, of course, implements different accounting tools. This article explores the degree to which, as mediated by management accounting systems, the business strategies and business goals of large Thai manufacturing companies influence their financial and non-financial performance. To gather the data, a survey questionnaire was developed. Of the 1500 companies selected for inclusion in the survey, 205 provided completed and usable responses for a response rate of 13.67%. Structural equation modeling (SEM) was used to analyze the relationships among the variables. The findings shed some light on what the management of a firm could expect concerning organizational performance from their business strategies, business goals, and the implementation of specific management accounting systems. Corporate strategies and corporate goals had a statistical influence on both the financial and non-financial performance of the large corporations in Thailand when mediated via strategic management accounting systems, while there was no influence when mediated by traditional management accounting systems. A greater understanding of the relationships and effects of which mediators should have been employed in organizations to bring forth business strategies and business goals and generate productive results for organizational performance is provided by this research. Choosing the appropriate performance mediators can help achieve corporate strategies and goals.

This research explores the extent to which various management accounting practices (MAPs) have been implemented in large Thai manufacturing companies. Although IFAC 1998, which describes management accounting evolution, has been studied extensively in the two decades since its release, MAPs and their diffusion for business value creation has received relatively little attention. This study uses a survey questionnaire to collect information on this subject. Of the 1,500 companies that received the survey, 205 provided usable, complete responses, for a 13.67% response rate. Cluster analysis is used to group a set of data objects into four clusters with hierarchical agglomerative methods, and a discriminant analysis is used to assure the cluster analysis classification's accuracy. The results show that the respondents used Budgeting for product cost controlling the most. We also discovered that the new, advanced MAPs are used increasingly among many large Thai companies. MAPs are used to create value for large Thai companies, but not yet to the highest stage, based on the IFAC evolution model. Adoption is still far behind compared to the pace of change in production processes, especially in light of increasing competition on the global level.

The long-term financial success of any business depends on whether its prices exceed its costs by enough to finance growth, provide for reinvestment and satisfy shareholders. To achieve a sufficient margin over its costs, target costing has evolved as a standard instrument of cost management. This article presents the potentialities of using target costing strategy in the Thai market. A questionnaire survey is used to identify manufacturing firms in Thailand that have adopted target costing, to explore their approach to implementing it and to identify the success factors behind implementation. It is found that about 50 per cent of respondents practiced target costing as a tool to manage their firms’ targeted profits, and the majority of them implemented target costing for their new-launch products and for redeveloping existing production. The success factors in implementing target costing of these firms in Thailand underline the support of top management as the first key factor, followed by an empowered project manager and, thirdly, the proper tools and information systems. Unquestionably the success of implementing target costing needs cross-functional understanding. As a result, the firms that have adopted target costing understand the product concept and see quality improvement and cost reduction in their firms. The result from this research provides us confidence that target costing could be one of the major keys to long-term business survival, growth and prosperity in a competitive and rapidly changing environment in Thailand.

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