Browsing by Author "Chompu Nuangjamnong"
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ItemThe academic rating criteria for knowledge web-based in Thailand( 2013) Kitikorn Dowpiset ; Chompu NuangjamnongWith rapidly growth of the Information Technology (IT), the original aim of the words ‘‘Ranking’’ was to promote Web publication, not only to rank institutions and organizations. By supporting public open access initiatives, electronic accesses to scientific publications and to other academic materials are primary targets. The result for these reasons, the number of web publication in Thailand has been increasing in each year. The main behavior of most people in cyber world, they prefer to search information before deciding to do something, especially in a part of people in academic areas and business professionals. Searching information and reading information from websites may create a strong and reliable research, academic reports, and making potential documents for business organizations. In order to have some confidences of the contexts in the websites that they can apply and analyze into the business reports, the reliable sources of information may be required a standard ranking. With fully reliable web contents, they can provide the real benefits in terms of money, and reputation for those contexts. However, trustee, reliability and confidence come from several conditions. In academic institutions, most students and instructors refer to specific contexts from the available websites that they can do the reports or create some class materials. Hence, the reliability of websites is very important which it may let others believe in the reports or academic papers. This may assist students and instructors to improve their studies and research. This research mainly studied, analyzed and mapped the rating criteria which related to the trust of information on available websites. The target data was gathered from the lecturers of both private and public universities in Thailand via a survey online. In order to precisely understand the weighting of criteria, the rating criteria scale and weighting for each of criteria, the focusing groups in discussion about web publication criteria, and other conditions and factors concerned will be investigated. Giving such opinions of the expertise of the Internet Service Provider (ISP), students, lecturers and the Government Agency may be included as recommendations and further study.
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ItemAn empirical study of convenience, usefulness, customer trust and customer loyalty in the live streaming platforms(Bangkok : Assumption University Press, 2022) Lin, Qianyu ; Li, Yunman ; Li, Jingyao ; Chompu NuangjamnongPurpose: This study examines Live Streaming Platforms in China for convenience, usefulness, customer trust, and customer loyalty. This study was created, analyzed, and summarized using secondary data analysis using an archival study approach to establish a research framework. Research design, data, and methodology: 25 Chinese respondents employed purposive sample techniques and used an online questionnaire to collect the data, then used zoom meetings to ask respondents' opinions. After collecting data, descriptive statistics were used to explain crucial aspects. Results: The results of convenience, usefulness, trust, and loyalty can explain Livestream shopping systems' potential. Live streaming shopping connects factories, suppliers, and consumers directly. Customers can deal with suppliers, influencers, steamers, or net-idols on pricing, quality, custom needs, promotions, discounts, etc. Influencers, steamers, or net-idols entertain and give ideas for selling things while live streaming. Conclusions: The research findings have met the research objectives. This study paper's weaknesses include its China-centric focus. The research findings may only apply to China and no other countries.
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ItemCustomer satisfaction in post COVID-19: a case study of Chinese restaurants in Ratchada Phitset District(Bangkok : Assumption University Press, 2022) Huang, Ching Chuan ; Huang, Naphat ; Zhang, Shiguang ; Chompu NuangjamnongPurpose: The research paper is to identify the determinant factors influencing customer satisfaction in the case of Ratchada Phiset district, Bangkok, Thailand Chinese restaurants by examining some attributes, including word of mouth, perceived quality, and expectation. Research design, data and methodology: 150 samples for investigation with employed convenience sample techniques and used an online questionnaire to collect the data. After collecting data, both descriptive statistics and inferential statistics were used to explain significant aspects. Results: The major findings are as follows: 1) Word of mouth has a significant influence on perceived quality. 2) Word of mouth has a significant influence on expectations. 3) Perceived quality and expectations have a significant influence on customer satisfaction. Conclusions: The research findings have met the research objectives. Chinese restaurants can improve customer satisfaction by creating special dishes, implementing personalized services, establishing customer databases, and implementing restaurant membership systems.
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ItemDeterminant factors influence the purchase decision through handbags in the luxury product in ChinaThe main objective of this research is to investigate the factors influencing the purchase decision through Balenciaga handbags which is a luxury product in China. The research objectives are: (1) To explain retail atmospherics toward Balenciaga handbags and the luxury product purchase decision in China. (2) To explain customer engagement and Balenciaga handbags the luxury product purchase decision in China. (3) To explain function value and Balenciaga handbags the luxury product purchase decision in China. (4) To explain the social value and Balenciaga handbags in the luxury product purchase decision in China. (5) To explain the symbolical value and Balenciaga handbags in the luxury product purchase decision in China. (6) To explain attitude and Balenciaga handbags the luxury product purchase decision in China. The quantitative research methodology has been applied, to 508 respondents from data collection thru both online and hand-on (face-to-face) questionnaires, using the convenience sampling technique inside retail stores in China. Then, both descriptive such as frequency, percentage, mean and standard deviation and inferential statistics with multiple linear regression and simple linear regression were used to analyze the data. The findings in this study showed that retail atmospherics, customer engagement, function value, symbolical value, and attitude toward Handbags as Luxury products have a significant influence on purchase intention.
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ItemDeterminant factors of purchase intention of luxury handbags: a case study of top three brands in BangkokThe objective of this study is to understand and identify the factors influencing the purchase intention of top three brands of luxury handbags in Bangkok. The variableswere social value, perceived luxury value, eWOM, trust, brand loyaltyand purchase intention. This study employed quantitative research methodology by using a survey questionnaire to collect data from 150respondents who had purchased or planned to purchase a luxury handbagin Bangkok through either online or offline channels. The descriptive and inferential analyses for this study employed frequency, percentage, mean, standard deviation, and Linear Regression. The study found that social value, perceived luxury value, eWOM, and brand loyalty factorshave significant influences on purchase intention ofluxury handbagsin Bangkok. Trust is the variable that has nosignificant influence on the purchase intention.
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ItemDeterminant of influencing customer loyalty and repurchase intention toward mobile application food delivery service in BangkokThe purpose of this research is to investigate the influence of E-service quality, perceived value, and customer satisfaction on customer loyalty and the influence of customer loyalty on repurchase intention. This research are using secondary data analysis and an archival study approach to investigate the factors that influence customer loyalty and repurchase intention. The data was gathered from 385 customers using a mobile application food delivery service. Moreover, to construct a new conceptual framework, this research adopted four frameworks from previous research. This research examined the factors that influence customer loyalty and the influence of customer loyalty on repurchase intention. The research's findings revealed that E-service quality has an impact on perceived value and customer satisfaction. Furthermore, E-service quality, perceived value, and customer satisfaction affected customer loyalty. Finally, customer loyalty has an influence on repurchase intention.
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ItemDeterminants for open innovation and innovation performance towards value creation and organization performance for bureaucratic personnel developmentThe purpose of this study is to investigate the determinants of open innovation and innovation performance toward value creation, and organizational performance for bureaucratic personnel development in Chiang Mai, Thailand. The conceptual framework of this study is adapted from the theoretical study of open innovation, and previous studies open innovation, innovation performance, value creation, and organizational performance. The samples (n = 179) were collected using the stratified and cluster sampling methods via offline and online questionnaires. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were used to confirm the goodness of fit model and test the hypotheses. According to the research results, the determinants for open innovation and innovation performance have a significant impact on value creation and organizational performance. As a result, there are no significant differences in the regression paths of each factor, and open innovation is clearly the most powerful predictor of organizational performance. In conclusion, the study suggests that open innovation determinants such as technological advances or IT through value creation, including innovation performance, can support organizational performance.
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ItemDevelopment of e-readiness scale in blended learning in filmmaking program for a private university in Bangladesh–initial stageAlthough the Government of Bangladesh is pressuring all educational institutions to go online due to the COVID-19 pandemic, most of the higher educational institutes are finding it difficult to adjust to the new situation. While they have begun discussing the importance of online and blended learning, they are still waiting to return to face-to-face class once the pandemic is over. This is because they are still unprepared to embrace e-learning. This study aims to develop a unified scale to assess the higher education institute's e-readiness in Bangladesh to identify their strengths and weaknesses and formulate a plan for creating an e-learning environment. The findings of this study are based on a quantitative survey, and the study was completed using a sample size of 410 contributors 345 (84.1%) students, 34 (8.3%) teachers, and 31 (7.6%) administrators from the University of Liberal Arts, Bangladesh, a private university in Dhaka. Three separate assessment instruments were developed for the key stakeholdes: students, teachers, and administrators. A systematic approach was used to create the institutional e-readiness scale with acceptable validity and reliability. The Scale-level Content Validity Index of the Averaging calculation method (S-CVI/Ave) value was 0.996, and the instruments' reliability coefficient Cronbach's Alpha was 0.949 (students), 0.935 (teachers), and 0.837 (administrators). The alpha values suggest the compiled instruments are good to excellent. This study indicates that the institutional e-readiness scale could assess the e-readiness of other universities in Bangladesh.
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ItemEffecting of celebrity endorsement on customers' attitude towards advertisement and purchase intention: a case study of a skincare soap in ThailandThis research paper is conducted to inspect the effect of celebrity endorsement which includes 3 elements of celebrity source credibility which are celebrity attractiveness, celebrity trustworthiness, and celebrity expertise on customers’ attitudes towards advertisements and also their purchase intention. The sample of 400 respondents was drawn using an online questionnaire. After getting the responses, the data is analyzed using descriptive analysis together with multiple linear regression. The research found out that all of the endorsed celebrity elements have a positive impact on customers’ attitudes towards advertisement, however, for customer’s purchase intention, only 2 of 3 elements that do not include celebrity trustworthiness positively affect customer’s purchase intention. In addition, this research also states about possible further studies and recommendations which mainly focus on eliminating restrictions and limitations considering a variety of respondents limited only to Bangkok, Thailand.
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ItemExperts and customer’s insights on purchasing considerations: a case of fabric curtain products in Thailand(Assumption University Press, 2020) Prariprat Sukhumalanon ; Chompu Nuangjamnong ; Kitikorn DowpisetThis 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.
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ItemFactor influencing green food purchase intentions and health consciousness during COVID-19 pandemic in Bangkok, ThailandThe study examines the variables that influence attitude, subjective norm, perceived behavioral control, and the impact of COVID-19 on green food purchase intention and health consciousness during COVID-19 in Bangkok, Thailand. The study proposed exploring the factors that affect green food purchase intention and health consciousness by using the secondary data method of archival research. This study initiated a unique conceptual framework by combining four frameworks from previous studies. The researcher uses the non-probability sampling method by applying convenience sampling, snowball sampling, and purposive methods with a sample size of 447 as the target respondents. The statistical software in social science was used to analyze and collect data. Moreover, the findings of this research indicate that independent variables of health consciousness, attitude, subjective norm, perceived behavioral control, and impact of COVID-19, only perceived behavioral control was not statistically significant to influence green food purchase intention. After the descriptive analysis and linear regression analysis, the results showed that attitude, subjective norm, health consciousness, and impact of COVID-19 positively influenced green food purchase intention. Thus, the perceived behavioral control negatively toward green food purchase intention, which means all variables accepted perceived behavioral control significantly influenced green food purchase intention.
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ItemThe factors affecting consumer traits, online marketing tools in impulsive buying behavior of online fashion stores, Bangkok ThailandThe purpose of this study is to identify the factors affecting consumer traits, online marketing tools in the impulsive buying behavior of online fashion stores in Bangkok, Thailand. In this study, the researchers aim to determine which factors will be the most effect on ideal self-congruence, fashion consciousness, positive emotion, materialism, product attributes, online platform quality, and online sales promotion toward impulsive buying in the market platform of online fashion. A total of 400 participants, which contain specific characteristics such as experiencing participating fashion online platform, aging over 18 years old, and multinationalism who live in Bangkok was used as target population. Both descriptive statistics and inferential statistics were used in data analysis such as frequency, percentage, mean, standard deviation (S.D.), and multiple linear regression (MLR) to describe demographic profile and the causal relationship between variables. In this study, results revealed that ideal self-congruence, fashion consciousness, materialism, product attributes, online platform quality, and online sales promotion have a positive significant effect on impulsive buying at a p-value less than .05, meanwhile, the positive emotion has failed to support the null hypothesis. This hypothesis testing applied that there has no significant effect on impulsive buying in online fashion stores in Bangkokian.
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ItemFactors affecting customer loyalty towards hearty heart cosmetics: a case study local brand in Yangon, MyanmarThis 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 on customer loyalty; 7) to explain customer loyalty, perceived value, customer satisfaction, service quality and brand image, trust and customer intimacy. The questionnaire was distributed to 400 samples to collect the data. The data were analyzed by using descriptive statistics such as frequency, percentage, mean, and standard deviation (S.D.). Inferential statistics was used to test the hypotheses and used multiple linear regression analysis at the significant level of 0.05. In this research, the results revealed that there are four variables that have a significant effect on customer loyalty namely: perceived value, customer satisfaction, brand image, and trust. The other two variables service quality and customer intimacy have no significant effect on customer loyalty .
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ItemFactors affecting customer satisfaction with online food delivery application during the COVID-19 outbreak in Bangkok: a case study of top three applicationsThis research aimed to determine the factors that affect customer satisfaction with online food delivery application (OFDA) during the COVID-19 outbreak in Bangkok, which study the top three applications (FoodPanda, LineMan, and GrabFood). The sample estimate of 434 respondents was drawn from an online questionnaire using non-probability sampling, which is a method that involves non-random selection based on convenience and ease of data collection. The respondents will be screened based on the research objective so that the sampling will be accessible. After compiling the data, it used Multiple Linear Regression to analyze, prove, and indicate hypotheses’ relevance. This research found that environmental quality, convenience motivation, perceived price, promotion and discount, online tracking, and transaction significantly affected online food delivery applications during the COVID-19 outbreak in Bangkok. Moreover, the researcher should examine specific online food delivery applications (OFDA) to identify customer satisfaction clearly, and issues with each specific online food delivery application (OFDA) since the summary from this research may be known only from customers’ perspective in Bangkok.
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ItemFactors affecting customer satisfaction, trust, and repurchase intention towards online streaming shopping in Bangkok, Thailand A Case Study of Facebook Streaming PlatformThe purpose of this study targets to gain a deeper insight regarding customer satisfaction, trust, and repurchase intention towards live shopping on Facebook Live. This study applied Multiple Linear Regression to determine the factors affecting customer satisfaction, trust, and repurchase intention towards online streaming shopping on the Facebook platform. The study’s independent variables are price, perceived product quality, reputation, and perceived enjoyment. The dependent variables include customer satisfaction, trust, and repurchase intention. The questionnaire was distributed online to Thai people who live in Bangkok and have shopped through Facebook Live. Three hundred ninety-five respondents fit the required criteria collected by adopting convenience sampling, snowball sampling, and purposive sampling. This study showed that three out of four independent variables significantly affect customer satisfaction: perceived product quality, reputation, and perceived enjoyment, excluding price. Moreover, customer satisfaction and reputation substantially influence trust. Meanwhile, perceived enjoyment, customer satisfaction, and trust significantly impact repurchase intention. The researcher suggests that it is important to ensure the quality of the product sold, build trust between the platform and customers, and create an enjoyable shopping experience to encourage repeat purchases resulting in long-term profitability.
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ItemFactors affecting purchase intention of air purifier as green product among consumers during the air pollution crisisThe purpose of this study is to determine the awareness of people towards air purifiers during the pollution crisis in Bangkok. In addition, it is important for people in Bangkok to breathe good air as recently, the air is getting worse and so this would affect the lungs of young children and old people living at homes and may cause certain diseases. Therefore, the purpose of this research is to spread the awareness of purifier so that PM Level in Bangkok gets better and people can live a healthy lifestyle. The sample (400 respondents) was collected from online questionnaires by using convenience sampling technique and snowball sampling technique. The data were analyzed by using simple linear regression and multiple linear regression to confirm the hypotheses testing. The results revealed perceived consumer effectiveness, environmental consciousness, and environmental attitude have a significant effect on air purifier purchase intention. Meanwhile, on the other framework environmental knowledge and environmental consciousness are both significant for having an environmental attitude. The researchers’ study also stated that few people do not know about the air purifier. The findings of this study showed that all variables (perceived consumer effectiveness, environmental consciousness, and environmental attitude) have significant influences on purchase intention of air purifier as a green product. This study helps to increase the awareness of air purifiers among consumers as some of them do not really know the advantages of keeping the air purifier and how the air purifier acts as a green product in protecting the environment.
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ItemFactors affecting purchase intention toward organic vegetables in Bangkok, ThailandThe purpose of this research is to obtain a better understanding of purchase intention and actual purchase towards organic vegetables in Bangkok, Thailand. This study both primary and secondary data were used. The researchers applied the non-probability sampling method by using the purposive sampling technique for data collection. In order to determine the level of influence between the selected variables, the chosen statistical analysis approach in this study is simple linear regression and multiple linear regression. Three frameworks from previous studies serve as base for the creation of a new conceptual framework. The findings of this study showed that organic food knowledge significantly affect attitude, and four of five independent variables significantly influence purchase intention, the variables consist of health consciousness, attitude, price consciousness, and trust, excluding food safety concern. Moreover, purchase intention significantly influence actual purchase of organic vegetables.
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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.
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ItemFactors influencing online hotel booking intention of individual tourists in Bangkok(Bangkok : Assumption University Press, 2023) Thanatnun Anutarawaykin ; Jutamas Joysa ; Chanthapa Li ; Chompu NuangjamnongPurpose - The purpose of this research is to analyze the significant influence of price, privacy and security, online reviews, perceived value, trust toward online hotel booking intention. Design/Methodology/Approach – The research employs primary and secondary data collection methods to conduct an analysis among factors influencing online hotel booking intentions. The data was collected among 384 respondents traveling within two Airports of Thailand (AOT) located in Bangkok. This research referenced three theoretical frameworks from previous studies for conducting a new conceptual framework. Findings – This research is intended to investigate factors influencing online hotel booking intentions. Followed by the findings of this research represented price has a significant influence to perceived value. Privacy and security along with online reviews, which have relationships toward Trust. Lastly, perceived value and trust directly influence online hotel booking intentions. Research Limitations/Implications - The limitations of the research displayed several elements limit among factors influencing online hotel booking intention of individual tourists in Bangkok. The scope of this study focused only on booking intentions of tourists who are traveling individually. Moreover, this research focused on the arrival of tourists in Bangkok so it may not be applicable for different nations. Although, diversity of tourists and geographic categories would have different consideration points toward their decision to book the hotel. Originality/Value – This research focuses on significant factors influencing online hotel booking intentions.
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ItemFactors influencing online repurchase intention in Thai popular e-Commerce platform(Bangkok : Assumption University Press, 2022) Mitchev, Tzvetan ; Janda, Julian ; Chompu NuangjamnongThe purpose of this study is to explore the influence of perceived ease of use, enjoyment, customers’ satisfaction, trust, and online shopping experience on online repurchase intention in Thai popular e-Commerce platforms. This study is designed and analyzed perceived ease of use, enjoyment, customers’ satisfaction, trust, and online shopping experience toward online repurchase intention in Thai popular e-Commerce platform by using secondary data analysis and an archival study approach which has been using three frameworks from previous studies to create a new conceptual framework. Research design, data and methodology: The samples (422 respondents) were collected from an online questionnaire by using convenience sampling, snowball sampling, and purposive sampling to collect data from target respondents. After gathering the data, the study was analyzed by using simple and multiple linear regression in order to confirm and show the significance of the hypotheses. Results: The results explicated that perceived ease of use presented the strongest influence on online purchase intention in Thai popular e-Commerce platforms follow by enjoyment, customer satisfaction, trust, and online shopping experience respectively. Meanwhile, when focusing on the influence of online shopping experience on trust, the result of this study revealed that there has a significant effect of online shopping experience on trust. Conclusions: The research findings have met research objectives. Therefore, it is recommended that the system administration and system development of e-Commerce should pay attention on update the contents, products information, layout, secure transaction to increase online repurchase intention. Research Limitations: The limitations of this research paper are that it is specifically focused on Thailand and consumers living in Thailand. Therefore, the findings that result from this research might not apply to other countries around the world and will only represent the situation in Thailand.