Browsing AU Virtual International Conference Entrepreneurship and Sustainability in the Digital Era by Author "Chompu Nuangjamnong"
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ItemExperts and customer’s insights on purchasing considerations: a case of fabric curtain products in ThailandThis research aimed to find the influence factor that affecting purchasing intention toward The Fabric Curtain in Bangkok. The Fabric Curtain is the long lifetime product and niche market. Moreover, The Fabric Curtain company does not focus only on product quality but also on service quality. The researcher focuses on making the data more reliable and covers every factor according to the purpose of this research. The researcher has collaborated with three specialists in The Fabric Curtain market who be in the position of owner and sales manager of The Fabric Curtain companies. Moreover, to make it more reliable and follow the trend of The Fabric Curtain for analyzing the data. The researcher has an interview with two groups with eight interviewees, which consists of the experts in the market who has experience more than fifteen years and customers who already installed The Fabric Curtain within one year. The technique is an in-depth interview for finding new information and understanding about purchasing intention of customers. The variables consist of the product description, price, store image perception, sale promotion, service quality, and purchase intention. Finally, the researcher used the data from all of the interviewees and the suggestion from the experts to analyze, a recommendation about The Fabric Curtain company, and further study about the online store of The Fabric Curtain business.
ItemFactors impacting the continued use of social media: a case study of senior citizens in BangkokThis study aimed to identify the factors affecting senior citizen users of social media in Bangkok, Thailand. The proposed of this research is also to determine the impact of user satisfaction on the continued use of social media. This study is quantitative research with several testing such as Cronbach's Alpha, Descriptive and Inferential Statistics to assess the reliability of the questionnaire analyze demographic information and testing the hypotheses. The surveys were distributed 400 sets to sample who are over 60 years old, live in Bangkok, and have used social media. The study results were the factor affecting on user satisfaction are utilitarian benefits and hedonic benefits at a significant level of 0.05, and further impacts continued use.
ItemThe impact of consumers’ satisfaction and repurchase intention on E-commerce Platform: a case study of the top three E-commerce in BangkokThis study is proposed to determine factors impacting Consumers’ Satisfaction and Repurchase Intention on the E-commerce Platform in Bangkok, Thailand. The objectives of this research also to determine the impact on consumers’ satisfaction on repurchase intention, the impact of different genders and age groups on consumers’ satisfaction and repurchase intention, and to determine the consumer behavior towards E-commerce after the COVID-19 pandemic. The study is a quantitative research with several testing such as Cronbach's Alpha, Descriptive and Inferential Statistic to analyze the reliability of questionnaires and test hypotheses. The questionnaires were distributed to 400 samples who are Thai, live in Bangkok and have purchased online in the past six months. This study used a non-probability purposive sampling technique for data collection. In this research, the results presented that consumer behavior towards E-commerce after the COVID-19 pandemic is like to be changed. The most influencing factor impacting consumers’ satisfaction on the E-commerce platform was platform quality, perceived value, perceived brand popularity and perceived innovativeness respectively at a significant level of 0.05, which further impacts the repurchase intention. Different age groups have different impacts on consumers’ satisfaction and repurchase intention.
ItemThe influence factors that affect employee retention (a case study in one of the tops electricity organization in Thailand)This research aimed to determine factors that affect to employee retention, a case study in one of the top electricity organization. The objectives of this research were: 1) study the factors that can affect to the employee retention in an organization; 2) Explain the influences factors that affect to the employee retention in an organization. The questionnaires were used as a data collection instrumental for 400 sets. The data analysis was used the descriptive statistic such as frequency, percentage, mean, standard deviation (S.D.), and the hypothesis testing in this research was multiple linear regression analysis (MRA) at significant level of .05. In this research, the results presented that 1) the overall level of Employee retention was neutral, when considering of independent variables from high to low, the results revealed that deeply high level of organizational commitment were highest; then followed by the job satisfaction; and the job satisfaction in the work was the least, 2) the results from the hypothesis testing of the Influence Factors that impact affect to employee retention, a case study in one of the top electricity organization. The most influencing factor was organizational commitment, followed by job satisfaction and organizational culture respectively at significant level of 0.05.