Viput Ongsakul

National Institute of Development Administration

Papers

Total Citations

123

H-Index

About

Viput Ongsakul is a leading researcher at the intersection of artificial intelligence, robotics, and the hospitality industry, with a particular focus on human-robot collaboration and consumer behavior. His work explores how emerging technologies reshape service experiences, especially through the lens of Generation Z and strategic human resource management. Ongsakul’s most cited paper, “Antecedents of human-robot collaboration: theoretical extension of the technology acceptance model” (2022, 93 citations), extends the TAM to examine how robot introduction influences employees’ behavioral intentions and awareness, highlighting the critical role of HRM in fostering effective collaboration. His projective study on Generation Z’s experience with service robots in restaurants (2023, 19 citations) uses Zaltman Metaphoric Elicitation Technique to uncover deep-seated perceptions, while his systematic review of AI in hospitality (2022, 11 citations) identifies key trends and research gaps using TCCM and bibliometric analysis. Ongsakul’s contributions are pivotal for understanding the human side of automation, offering actionable insights for service design and workforce strategy. His work is widely cited by scholars in technology adoption, tourism, and organizational behavior, establishing him as a key voice in the future of intelligent service ecosystems.