Recent Submissions

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    Factors affecting brand loyalty to cosmetics product: a case study of Thai consumers in Bangkok 

    Kanokwan Kitrungpaiboon; Kim, Seongdok (Assumption University Press, 2016-12)

    This research aims to investigate factors affecting brand loyalty to cosmetics products of Thai consumers in the Bangkok area. After reviewing related literature, four independent variables were selected in this research; word-of-mouth, perceived value, convenience, and satisfaction on product. To measure the constructs of the research instrument, a survey questionnaire was administered and data were collected from sample of 384 experienced cosmetics product purchasers in the Bangkok area, utilizing convenience sampling techniques. The signi...
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    A study of price-changed-to-dividend ratio on ex-dividend dates: the case study of stock exchange of Thailand in 2012-2014 

    Rapeepat Techakittiroj (Assumption University Press, 2016-12)

    Most of studies had a similar conclusion that the average stock prices on ex-dividend dates tend to be declined according to the corresponding amount of dividend even though it is the Book Value, BV, which is declined by the amount of dividend. As many stock traders did not achieve their results based on this conclusion, the research methodology was repeated to assert the myth. Because none of researches were based on data from the Stock Exchange of Thailand. the research methodology was repeated, only on cash dividends, for years of 2012-20...
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    The influences of store atmosphere on purchase intention toward a fast fashion brand in Bangkok 

    Pitchayapa Siddhibphongsa; Kim, Seongdok (Assumption University Press, 2016-06)

    The objective of this research is to investigate how store atmosphere influences purchase intention in fast fashion brands in Bangkok. There is robust growth and high competition in the fast fashion's market. Seven factors, which are music, color, lighting, traffic flow, space allocation, product display, and window display, are selected in order to find statistical relationship with purchase intention based on thorough literature review. Findings of this current research show that color, lightening, traffic flow, product display and window ...
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    OD interventions to develop commitment and engagement in software development teams 

    Sirichai Preudhikulpradab; Fernando, Maria Socorro C. L. (Assumption University Press, 2016-06)

    This paper presents some of the OD interventions to develop Commitment and Engagement in a software development company. It is based on the study of Preudhikulpradab, S. (2011) "Organization Spirituality: Commitment, Awareness, Readiness, and Engagement (C.A.R.E.) for Organization Development and Transformation: A Case of ABC Co., Ltd. This paper presents only the business practices, processes, and recommendations related to Commitment and Engagement in the focal system of the research.
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    A study of factors that affect consumer's attitude toward a "skippable in-stream ad" on YouTube 

    Tidarat Chungviwatanant; Kriengsin Prasongsukarn; Sming Chungviwatanant (2016-06)

    Understanding consumer's attitudes toward advertising is imperative for marketers/advertisers. This research aims to study the factors that affect consumer's attitude toward a "skippable in-stream ad" on YouTube. The independent variables are "entertainment," "informativeness, " "credibility," and "irritation." The dependent variable is "consumer's attitude toward a 'skippable in-stream ad' on YouTube. The researcher used convenience sampling and online survey to develop and distribute questionnaires to the target population. The target po...
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    Why PhD students at a private university Thailand delay completing their doctoral dissertation or drop out 

    Barnes, John (Assumption University Press, 2016-06)

    As a faculty member at a private university in Thailand, it is noticeable that the majority of doctoral students substantially delay writing their dissertation or drop out. It is to be emphasized that the program under discussion is a part-time program for students who work full-time with completion of their doctoral program scheduled over 3 to 5 years (i.e. semesters 6 to 10). Discussions with colleagues and friends from other doctoral programs both in Thailand and abroad, reveal that it is common for such programs to have slow or a low comp...
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    Dark tourism: push-pull motivations, satisfaction experience and post behavioral intention-sites of Death Railway tragedy Kanchanaburi Province, Thailand 

    Raweewan Chanuanthong; Batra, Adarsh (Assumption University Press, 2016-06)

    The study investigated the "push and pull' motivations of visitors at the war memorial sites of the WWII Death Railway museums and cemeteries in Kanchanaburi Province. Also, the study identified how "push and pull' motivations influenced the satisfaction experience and post behavioral intention. Additionally, the study also attempted to explore the relationship between satisfaction of the experience and post behavioral intention. The research utilized self-completion surveys (handed-out) as the quantitative research instrument. The research...
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    The factors affecting the attribute attitude towards credit card; the case study of credit card for bangkokian's generation X and Y 

    Parnuphan Phaisuwat; Rawin Vongurai (Assumption University Press, 2016-12)

    This study aimed to understand the factors that affect attitude toward credit card by bangkokian and also find the difference between generation X and Y in attitude toward credit card. The questionaire was conducted and collected 410 respondents by convenience, quota and snow-ball sampling method. The methods used to analyze the data are linear regression and independent sample t-test. The result shows free spending has the strongest effect to attitude toward credit card and there is significant difference between Gen-X and Y in attitude tow...
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    The works of ten remarkable Italian's in Bangkok's history 1890's to 1970's-four artists, three architects, two sculptors and one renaissance man: a source for contemporary cultural tourism 

    Barnes, John (Assumption University Press, 2016-12)

    In exploring Bangkok and in particular the Rattanakosin and Dusit areas one discovers a remarkable number of buildings and monuments of Italianate architectural design. A more detailed inspection reveals that most of those buildings also feature imported Italian marble on door and window frames floors and staircases. Inspection of those buildings reveals very beautiful interior paintings on walls and ceilings.
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    Validation of the Connor Davidson Resilience Scale (CD-RISC) as applied within the Thai context 

    McGillivray, Kirsten; Ho, Robert (Assumption University Press, 2016-12)

    This study evaluated the psychometric properties of the Thai version of the Connor Davidson Resilience Scale (CD-RISC), a 25-item self-report questionnaire developed to measure resilience. This was achieved by testing the factor structure of the CD-RISC when applied to a non-clinical sample of Thai adults. Exploratory factor analysis identified three resilience factors: personal competence/tolerance of negative affect; support resources; and self-efficacy. Reliability analysis identified a number of items that were not internally consistent ...
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    The development of principal curriculum leadership capabilities model for secondary schools in Shanghai, China 

    Beibei, Chen; Sangob Laksana (Assumption University Press, 2016-12)

    The purpose of the study aimed to develop principal curriculum leadership capabilities model for secondary schools in Shanghai. Both qualitative content analysis and quantitative survey were employed by this study. From the findings, the highest curriculum leadership capabilities of principals of current practice and expectations are the same factor, namely, empathizing. Findings from the gap analysis showed that the priorities of improvement of curriculum leadership capabilities for principals listed by the ranking of: (1) knower and expert...
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    A relationship study of teachers' perception towards professional development and their job satisfaction in Guilin University of Electronic Technology, Guangxi, China 

    Xueying, Wu; Yan, Ye (Assumption University Press, 2016-12)

    The main purpose of this study was to determine the relationship between teachers' perception towards professional development and their job satisfaction in GuiLin University of Electronic Technology, GuangXi, China in the academic year 2014-2015. A total of one hundred and forty-one (141) full-time teachers from the GuiLin University of Electronic Technology were surveyed for this study. The main resource of data was the questionnaire that investigated the teachers' perception towards professional development and their job satisfaction. The...
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    Motivation for learning among Thai students studying Korean as a foreign language in Thailand 

    Song, Suji; Derek Pornsima (Assumption University Press, 2016-12)

    This study was conducted to examine the degree of motivation among Thai students learning Korean as a foreign language. The Attitude/Motivation Test Battery (AMTB), developed by Gardner (1985b), was used for measuring the degree of motivation. Two parts of the AMTB, integrative and instrumental goal orientation, were administered to 120 students at the King Sejong Institute Foundation's Bangkok training institute during the 2014 academic year. The data collected were analyzed using a statistical software program. To analyze the data in acco...
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    The impact of video game addiction on depression, anxiety, and stress among Thai adolescents, mediated by self-regulation and social support 

    Warin Rujataronjai; Varma, Parvathy (Assumption University Press, 2016-12)

    The primary purpose of this study was to examine the direct and indirect influences of video game addiction on Thai adolescents' levels of depression, anxiety, and stress, being mediated by self-regulation and social support. A total of 200 Thai adolescents (aged between 18 and 20 years) participated in this study by filling in a self-administered survey questionnaire designed to measure the study's primary variables (video game addiction, depression, anxiety, stress, self-regulation, and social support). Results from the path analysis showed...
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