Purpose -The purpose of this study is to seek to investigate the impact that perceived risk and trust have on online purchasing behavior, in particular the nature of purchasing associations within the expensive, complex, high risk and credence products such as gemstones. Design/methodology/approach -An online survey of purchases of Thai gemstones was used to collect the data. Partial Least Squares was used to test the conceptual model of the study. Findings -The results of this study suggest that the type of internet marketing strategy used by the seller (the place strategy) and the buyer's privacy and security practices influence a buyer's perceived risk to purchase gemstones online. Furthermore, the study showed that perceived risk reduces trust and perceived risk reduces online purchases.Research limitations/implications -The implications of these results are that privacy and security concerns of online buyers must be addressed in order to reduce perceived risk and thereby increase trust which is fundamental to the amount purchased online. Practical implications -Online marketers of highly risky products need to consider that policies that promote trust and reduce risk are important means of increasing purchases. In particular, the use of multichannels will reduce perceived risk. Originality/value -This is a rare study which examines purchases of expensive, complex, high risk and credence products such as gemstones. It is also a study which examines the behaviour of organisational buyers. Also actual reported online purchases are investigated rather than just intent.

Purpose This research examines the effects of University Social Responsibility (USR) on the brand image of private universities in Thailand. Brand image is important for entry into the consideration set as prospective students evaluate options for university study.USR activities may be implicit or explicit, i.e., actively communicated to external stakeholders. We show that explicit USR can help put a university into the brand consideration set. Design/methodology/approach This pilot research uses qualitative interviews to explore perceptions of six private university executives, six M6 (high school) students, and the parents of the M6 students. Findings In Thailand, some USR elements are mandated components of quality assurance, but many universities go beyond basic requirements. The university executives talked about USR beyond simply meeting government QA requirements. USR can contribute to competitiveness and it helps produce better, more socially responsible graduates. Communication about USR is done through both online and traditional media, but public knowledge lags somewhat compared to what universities actually do. M6 students are more aware of university USR activities than their parents because of online media and university roadshows at their schools. USR is not the major factor in choosing a university, and many activities are not well known. However, students and parents think that USR is helpful, and some activities directly impact inclusion in the brand consideration set. Practical implications Universities can apply these USR activities to strengthen their brand images and become part of the consideration set. However, they need more careful marketing communications to fully inform stakeholders about the whole range of USR. Originality/value The researchers have examined how private Thai universities use USR activities as a part of government mandated QA components. These USR activities can contribute to their brand image and help move the university into the brand consideration set.

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The role of spirituality in management is of growing interest, not least because it is closely related to business ethics, and, thus, how businesses treat customers and employees. The topic, however, still needs some conceptual development, as well as empirical research, especially outside Western, Christian contexts. This qualitative research examines spirituality among women small business owners in Thailand. These women follow Kuan Im bodhisattva, a Buddhist role model teaching compassion and morality. In Jackson's terminology, this is an example of an Eastern, practice‐oriented approach to ethics rather than (in his view) the somewhat theoretical wisdom‐oriented approach common in the West. The nature of their spirituality and their treatment of customers and employees maps strongly to a servant leadership style. Servant leadership has occasionally been proposed as the style most closely associated with spirituality. In this context, it seems to be thoroughly intertwined, and highly concerned with ethical treatment of others.