The Assumption University Institutional Repository (AU-IR) is a digital repository which preserves and distributes AU's publications, including papers, scholarly articles, dissertations, theses, project reports, student reports, achievements, news, and activities.

AU-IR promotes long-term collection and preservation of data in the repository. Faculty , staff and students are welcome to deposit and distribute their working papers, research materials, technical reports, and other electronic materials online.


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    Factors affecting customer loyalty towards hearty heart cosmetics: a case study local brand in Yangon, Myanmar 

    Soe, Sint Sint; Chompu Nuangjamnong (Assumption University Press, 2021)

    This research aims to determine the factors affecting customer loyalty towards Hearty Heart Cosmetics, a local brand in Yangon, Myanmar. The objectives of this research are: 1) to determine the impact of perceived value on customer loyalty; 2) to determine the impact of customer satisfaction on customer loyalty; 3) to determine the impact of service quality on customer loyalty; 4) to determine the impact of brand image on customer loyalty; 5) to determine the impact of trust on customer loyalty; 6) to determine the impact of customer intimacy o...
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    Factors influencing repurchase intention on e-Commerce platforms: a case of GET application 

    Sophida Chanthasaksathian; Chompu Nuangjamnong (Assumption University Press, 2021)

    Although the global economy has been challenged by the coronavirus pandemic, online delivery service businesses have grown enormously. Hence, a great number of newcomers have jumped into the market aiming to leverage customers' insight to adopt in their other businesses. There is high competition in this industry which is expected to intensify. This study focuses on GET application and aims to determine the influence of independent variables namely; privacy, reliability, trust, perceived ease of use, perceived usefulness towards online repurcha...
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    The influence of social media advertising value on consumer behavior in Renting Apartment Rooms in Bangkok, Thailand 

    Teeramedh Dummanonda; Chompu Nuangjamnong (Assumption University Press, 2021)

    This study examines the factors that influence of social media advertising value towards rental intention behavior of apartment rooms in Bangkok Thailand. The study used the variables of credibility, information, entertainment, and social media advertising value. The researcher carried out the analysis based on quantitative approach and applied a non-probability sampling and convenience sampling. A total of 450 respondents who experienced using advertising in searching information about renting apartment rooms in Bangkok participated in this...
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    Online shopping continuance intention: a case study of online shopping in Thailand 

    Manandhar, Dibesh; Kittikorn Dowpiset; Taminee Shinasharkey (Assumption University Press, 2021)

    This study determines individual’s online shopping continuance intention in Bangkok, Thailand , how to retain existing consumers and attract new consumers, to find the most influencing key to Thai consumer’s shopping continuance intention, to understand Thai consumers’ online shopping continuance intention . The study included 400 respondents living in Bangkok and have purchased IT products online in the past six months. This study used non-probability purposive sampling technique and questionnaire for data collection. The results of study ...
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    The New Look of Assumption University 

    Assumption University. Office of Human Resource Management (2021-06-18)
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