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Browsing Research Reports by Author "Nucharee Supatn"
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ItemThe Effect of Emotional Attachment on the Impulse Purchasing Behavior: A Case of TV Home ShoppingTV home shopping is one of marketing strategies under the direct response marketing paradigm. This strategy does not emphasize on the brand creation or using traditional marketing channels but it aims to attract the consumer emotionally while immediate purchase of the customers is expected. TV home shopping business is now expanding in Thai market. There are couple TV channels operating as the TV home shopping channels while several TV home shopping programs are presenting on many cable and free TV channels throughout the day. TV home shopping is different from other marketing channels in various aspects such as nature of the TV program that is active and stimulating, products characteristics that are mostly different from the products available on the traditional channels, price and promotion which is usually the highlight of the TV shopping, as well as convenience to buy from the TV program. It is no need for the customers to leave their home to search and buy products. Just watching TV and making a phone call , the products can be delivered, door-to-door, to their home. Impulse purchasing behavior of the customers is the key goal of the marketers when using this strategy. This research aims to identify the factors that influence customer's impulse purchasing intention to buy products from the TV home shopping programs. Apart from the aforementioned factors, mediating roles of emotional response and emotional attachment that are activated when watching the TV home shopping program are emphasized. The questionnaire survey was designed. A total of 949 data sets from customers who have and have no direct expenence on buying from TV home shopping program were collected. Structural equation modeling was performed to test the relationship among all proposed factors. The results indicated that attractiveness of the TV program, product differentiation, and price & promotion had positive and significant influence on the emotional response and emotional attachment but trustworthiness of the TV program had no influence on both emotional constructs. Price and promotion and emotional attachment were found to have direct influence on the impulse purchasing intention. Indirect _ influences of attractiveness of the program and product differentiation through emotional response and emotional attachment were illustrated but the direct influences of these factors were not found. Trustworthiness of the program, convenience to buy, uncertainty on the buying process and emotional response had no significant influence on the impulse purchase. Some different impulse purchasing process of the experienced and non-experienced customers was found. First, the influence of attractiveness of the TV program on emotional response is significantly positive for the non-experience customers but not significant for the experienced customers. Second, the impact sizes of emotional response on impulse purchase were different between the two groups. However, both of them were not significant. Third, the influence of the emotional attachment on the impulse purchase of the non-experienced customers was higher than that of the experienced customers.
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ItemRoles of Employer Brand Trust and Brand Value on Employer Attractiveness and Job Selection of the Prospective Job ApplicantsTo compete in nowadays business environment, one focus that an organization should not overlook is the quality of the employees since it undoubtedly influences the organizational performance and leads to organizational success. The effectiveness of the Job employment process has been issued in the human resource field for decades. "Employer branding" is a human resource strategic tool that the organization can use to obtain the talented and skillful employees who fit well with the organization and its requirements while "employer attractiveness" extended from the employer branding has been also emphasized. Brand trust, brand image, brand sincerity, brand competence, and brand affects are emphasized in this study since they would lead to the perceived value of the brand of the employer firm. The job seekers would perceive a firm as attractive if they receive positive information from the firm and perceive the firm as high fit with them. Consequently, applying a job at that particular firm could be expected. The question, "How does the employer branding affect the employer's brand value, employer attractiveness, and job selection of the prospective job applicants?" was proposed in this research. The methodology used in this research can be categorized into two parts, development of employer attractiveness scale and examining the relationship between employer branding, employer brand value and intention of the job seekers to apply for the job at the attractive firm. The 30-item measurement scale for employer attractiveness was obtained from the first part. The questionnaire survey was conducted with 1,128 job seekers who were the last year students of three universities. Five industries of the firms that the job seekers would like to work with were focused. Structural equation modeling with multiple group analysis together with one way ANOV A and independent sample t-test were adopted to test the research framework and related hypotheses. The results indicated the significant relationship between all employer branding constructs and employer brand value except brand competence. The significant relationship between brand competence, brand affect, and brand trust and employer attractiveness were also found. Employer brand value was significantly related to employer attractiveness and but not significantly related to intention to apply for the job. Significant relationship between employer attractiveness and intention to apply for the job at their favorite firms was shown. Significant differences of some constructs between gender and among job applicants who had different GP A and different favorite firms were found. Moreover, the difference of the SEM models of the job applicants who would like to work in different industries was found.
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ItemRoles of Travel Destination Image, Travel Motivation, Self-Congruity and Perceived Value toward Travel Incentives on Employee Motivation and PerformanceOrganizational reward is known as one of the best strategies to enhance employees' working performance and productivity. Travel incentive is a type of the organizational reward that aims to promote performance, recognition, engagement, and even loyalty of the employees, customers, and business partners. Travel incentives include individual business meeting, group travel to offsite business meetings, as well as the travel and tours to any places outside the office. Travel incentive programs have been used in several firms around the world. The uses of the travel incentives seem to be gradually increasing. In Thailand, the MICE industry (Meetings, Incentives, Conventions-Congress, and Exhibition) is focused as the national policy. Even though the importance of the travel incentive is recognized, motivation process of the travel incentives on the employee working performance and other employee's factors that are related to travel incentive seemed to be overlooked. Thus, the question "How travel destination image, travel motivation, and self-congruity influence the employees' perceived value on the travel incentives, their working motivation, as well as their working performance?" is proposed as the main research question of this. study. Interviews were done in the exploratory research stage to get the details and understanding on the travel incentive programs utilized in Thai business context. Then, questionnaire survey was performed. The 418 sets of data were collected, 316 sets from the employees who had direct experience on traveling under the travel incentive programs while the rest 102 sets of data were from those who had no such expenence. The structural equation modeling was performed to determine the relationships among major constructs and to test hypotheses. The results indicated that only some dimensions of the destination image influenced perceived value on travel incentive program and working performance. All three dimensions of the destination image had no influence on the working motivation. Travel motivation influenced perceived value, extrinsic work motivation as well as working performance of the employees but it had no effect on the intrinsic work motivation. Self-congruity was found to influence perceived value and extrinsic work motivation but not intrinsic work motivation and working performance. Perceived value on the travel incentive program could influence both intrinsic and extrinsic work motivation but had no direct influence on working performance. Finally, both intrinsic and extrinsic work motivation were found to influence working performance of the employees.