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Nichanach Katemukda


Since the smartphone and the telecommunication technologies are developed. People can send and receive a lot of information in a short period of time. Nowadays, the information exchanging is very fast via many channels and one of them is social media. This is a reason why currently we have a lot of information in the system called big data about the customer behavior such as product reviewing, product benchmarking etc. This information influenced to other customers for a product selection and decision - making. Based on literature review, the research indicated the big data is useful for the new product development. On the other hand the research is not indicated the hybrid of the big data and knowledge management enhance the quality of new product. The enhancement quality of new product in this research consist of “the better quality than competitor”, “the function of new product almost match with customer’s expectation”, “Product’s price competitiveness” and “Sale revenue growth of the new product”.  The purpose of the research is finding the factors that enhance the quality of new product by applying the confirmatory research method. The statistical result of Structural Equation Model indicates the model is fit (Chi-Square and Degree of Freedom Ratio < 5, Root Mean Square Residual < 0.1 and Comparative Fit Index > 0.9). A new finding of the research explored that the big data applying with the knowledge management are the key to enhance the new product’s quality.


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