AU Virtual International Conference Entrepreneurship and Sustainability in the Digital Era
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Browsing AU Virtual International Conference Entrepreneurship and Sustainability in the Digital Era by Author "Apichart Intravisit"
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ItemImportance and performance analysis of distance education for radio and television university of China studentsin ChinaThis study aims to measure students’ perception on importance and performance of Radio and Television University of China (RTUC), with intention to help improve the university’s business. Student satisfaction is one of the important indexes of university ranking, and it is also an important reference index when students choose university. As a radio and television university, its students are mainly adults who have entered the social work, students in order to be more competitive in the workplace to promote the continuing education of academic qualifications. Unlike full-time students who are influenced by a variety of factors, adult students will focus on student satisfaction when choosing a school, so improving college satisfaction is important for RTUC enrollment, and studying the impact criteria of different variables on student satisfaction can help RTUC improve student satisfaction and thus better help universities attract students to enroll. Variables effecting RTUC’s students’ satisfaction in the distance education industry of china includes eight attributes: they are, RTUC’s general service, registration guide, tutorial, practice, learning material, examination, media, and, cost/value for money. Survey conducted on RTUC’s 401 students via questionnaire of 44 questions finds no significant difference between their perceptions on importance and performance of all variables. This is a research use quantitative method and use important and performance analysis to evaluate the result.
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ItemInfluences of celebrity endorsement on Thai male consumers' attitudes and purchase intention of male cosmetics: the case of Lee Dong Wook in boy de CHANELPurpose – The purpose of this study is to examine the influence of celebrity endorsement on the attitudes of Thai male consumers, which lead to male cosmetics purchase intentions, by using a case study of famous male cosmetics advertisements. Design/Methodology/Approach – To purpose the new conceptual model, this study has explored previous research and adapted some models to be more relevant. A self-administered survey was used to collect the primary data. Inferential analysis was done by multiple linear regression (MLR) to test the hypotheses. Findings – The results show partial support of hypotheses, such that trustworthiness and relevance are the only 2 factors in celebrity’s attributes that influence attitudes toward advertisements and attitudes toward products. Moreover, both attitudinal variables are significantly linked with male cosmetics purchase intentions. Limitations/Implications – This study is relatively novel in terms of the industry that it aimed to study, male cosmetics. Previous articles related to this industry, and research using the PATER model, are scarce. Future studies can pinpoint more into this model and this industry. Furthermore, the familiarity between consumers and ads elements might play a role, according to the results. Hence, Thai ads might be used to study in future research on Thai male consumers.
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ItemInvestigation of Chinese expatriates' satisfaction and loyalty to visiting the leading and luxury shopping complexes in Bangkok metropolisPurpose: This research study aims to determine the extent to which Chinese expatriates are drawn to visit the leading and luxury shopping complexes in Bangkok Metropolis, by measuring the shopping complexes’ CRM attributes, their utilitarian value and their atmosphere. Attributes of customer relationship management (CRM)in this study include: the behavior of the employees; quality of customer service; relationship development; and interaction management. Research design, data and methodology: Chinese expatriates living in Greater Bangkok are asked to express their satisfaction and loyalty towards the shopping complexes. This study uses a quantitative research design. Questionnaire is distributed to the sample size of 150 customers. Multiple Linear Regression (MLR) and Simple Linear Regression (SLR) are used to analyzed the results. Results: The study finds that all the CRM elements, except relationship development have an impact on Chinese expatriate customers’ satisfaction and loyalty, while both the shopping complexes’ utilitarian value and their atmosphere have an impact on Chinese expatriate customers’ satisfaction and loyalty to the shopping complexes. Limitations/Implication: The results can be useful for the shopping complexes’ CRM planners to design specific communication and customer intimacy specifically catered to Chinese expatriate customers, of which population continues to rise as a result of growing businesses between Thailand and China.