Browsing by Author "Kim, Seongdok"
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    ABAC GSB freshmen's perceptions on expected performance dimensions and learning preferences: implications to curriculum, instruction, and institution development
    (Assumption University Press, 2016) Chavez, Gloria S. ; Kim, Seongdok ; Tayko, Perla Rizalina M. ; Kitti Phothikitti
    This research aims to build comprehensive student profiles to identify perceptions and expectations of the students enrolled in the Master programs of the Graduate School of Business (GSB) at Assumption University of Thailand. The main purpose is to establish curriculum and instructional links between what is offered and what students perceived as relevant learning experiences in the program and contribute towards increased student satisfaction in their master degree education. Self-administered questionnaires were collected from 379 incoming freshmen MBA students from February to August, 2015. The findings of the study revealed that among the performance dimensions expected by the industry from MBA graduates, the dimensions on English proficiency, ethical behavior, and effective use of IT obtained the highest means. Interestingly, timely achievement and responsibility as well as entrepreneurial spirit scored lowest while based on their profiles, the majority of the freshmen are self-employed. Likewise, the overall students' preferences on the learning processes, modalities, and learning styles indicated no marked differences of preferences of one or two of these modalities and activities. This indicates that choices are generalized and would imply the need for a variety of teaching strategies to respond to the variety of learning processes and modalities that would require appropriate learning activities. To conclude on the interface of the three areas of the study namely : the demographic profiles, the expected performance dimension, and preferred learning processes to areas of development in graduate education - curriculum, instruction, and institution development, certain initiatives for development were recommended such as: the inclusion of a module or course on the entrepreneurship as a basic foundational course for all students enrolled at GSB to support the third dimension of the Unique Identities of an ABAC graduate which is entrepreneurial spirit and leadership; the adoption and utilization of a brain-based holistic and integrative model of the experiential learning cycle by all lecturers to provide for the use of a variety of teaching modalities and learning activities in all courses. Further it is concluded that Quality Education at any level must come from the interface of quality curriculum, quality instruction, and quality organization. These three areas are intimately interactive and interrelated to achieve the desired outcomes of higher education and realize the vision of AU in "educating intelligences and active minds to change the world."
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    Developing student leadership readiness, core leadership skills to enhance student engagement through organization development intervention: action research at Zhejiang Yuexiu University of foreign languages in Zhejiang Province, The people’s republic of China
    ( 2021) Li, Bing ; Kim, Seongdok
    Student leadership development has captured increasing concern in the field of education. Leadership plays an integral part in the fulfillment of 21st-century skills, namely, career and life skills,toadapt to the changing circumstancesand the need to cultivate talent. The present action research aimed to utilize effective OD interventions to develop students’leadership readiness and core leadership skills to enhance student engagement in campus-basedextracurricular activities in a privateuniversity in China. The action research was conducted in three stages:Pre-ODI, ODI, and post-ODI, starting with diagnosing problems in student leadership, followed by planning, intervening, assessing, and reinforcing. For the eight-month OD intervention, the sample consisted of80 freshmen randomly selected from the student organization. They werecategorizedinto two groups: an experimental group with ODIs and a control group without ODIs. Data werecollected by survey questionnaires,one-to-oneinterviews, andfocusgroupinterviews, using qualitative and quantitative research methodology.Results of the Paired Sample T-Test proved that there were statistically significant differences between the experimental group and the control group after ODIs. Students reported significant gains in leadership readiness and core leadership skills. Therewas a causal relationship among leadership readiness, core leadership skills, and student engagement. The results of the research suggest that purposeful leadership programs should be promoted in the form of offline and online extracurricular activities to cultivate leadership competency beginning with inward leadership and manifesting in outward leadership.
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    Enhancing teaching effectiveness to foster student academic motivation and student engagement in the EFL classroom through organization development interventions: an action research of Zhejiang Yuexiu University of Foreign Languages in China
    ( 2020) Feng, Xiaolong ; Kim, Seongdok
    The issue of student engagement is crucial in that it is not only conductive to students’ academic development, but also influences their everyday experiences, both socially and physiologically. So far, there is a dearth of empirical research on implementing ODI to effectively foster student engagement in Chinese EFL classroom. Thus, a systematic inquiry through action research is considered necessary and imperative. This current research focused on enhancing teaching effectiveness to foster student academic motivation and engagement in the EFL classroom by implementing ODI. The sample was 82 freshmen from two parallel classes. The experimental group was exposed to organization development interventions, including appreciative inquiry, goal setting, team building, differentiated instruction, whereas the comparison group received no intervention. Mixed research methods were adopted to collect and analyze the data. The paired-samples t test showed that there was statistically significant difference in student academic motivation and engagement for the experimental group between pre-ODI and post-ODI while there was no statistically significant difference for the control group. The Pearson’s Correlation Coefficient showed that there was a very strong positive relationship between academic motivation and student engagement. The qualitative analysis of students’ reflection reports and classroom observation feedback by three instructors justified how the ODIs employed in this research enhanced student academic motivation and student engagement. Based on the findings, critical recommendations for further research were discussed.
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    Factors affecting brand loyalty to cosmetics product: a case study of Thai consumers in Bangkok
    (Assumption University Press, 2016) Kanokwan Kitrungpaiboon ; Kim, Seongdok
    This research aims to investigate factors affecting brand loyalty to cosmetics products of Thai consumers in the Bangkok area. After reviewing related literature, four independent variables were selected in this research; word-of-mouth, perceived value, convenience, and satisfaction on product. To measure the constructs of the research instrument, a survey questionnaire was administered and data were collected from sample of 384 experienced cosmetics product purchasers in the Bangkok area, utilizing convenience sampling techniques. The significance and relationships of word-of-mouth, perceived value, convenience, and satisfaction on product towards brand loyalty to cosmetics product were tested and analyzed using the multiple linear regression. The result showed that all independent variables are positive predictors of brand loyalty to cosmetics products. This result provided important managerial implications to cosmetics industry to focus on customer retention and loyalty to enhance sustainability and profitability. Further investigation of the factors contributing to customer loyalty and in other geographical areas is highly suggested for future studies.
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    Factors influencing college students' choice of takeout vendors–study in Chengdu, China
    (Bangkok : Assumption University Press, 2021) Qiu, Jun ; Kim, Seongdok
    In today's increasingly fierce competition in the catering industry, the takeout industry also develops rapidly. More and more catering enterprises begin to pay attention to catering delivery. According to the delivery data show that some vendors sell more takeout food than they do in brick-and-mortar stores. Takeout greatly meets the needs of college students, who therefore become the mainstream group in the takeout industry in China. At present, there are various forms in the takeout market, so it is particularly important to study the factors affecting college students' choice of takeout vendors.Based on the Theory of Consumer Behavior and Technology Acceptance Model and previous research review,four factors are identified which are User Review,Price,Delivery Time,and Business Service that influence college students' consumption behavior.Target population is Chinese college students in Chengdu city, China.384 survey questionnaire were collected via online using convenience and snowball sampling.Descriptive statistics and inferential statistics were utilized to describe demographic characteristics and do hypotheses testing. The results showed that user reviews, delivery time, and business service selection had significant effects.According to the research model and conclusion, suggestions are put forward for the development of takeout vendors in college students' market.
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    Factors influencing the purchase decision of celebrity endorsement products in Zhejiang
    (Assumption University Press, 2021) Ye, Tong ; Kim, Seongdok
    The purpose of this study is to determine the factors that influence Zhejiang Chinese consumers’ decision to purchase celebrity endorsed products. The source attractiveness model, the source credibility model, and the meaning transfer model were reviewed to identify the important factors in this current study. The researcher used an online questionnaire to survey 389 respondents who live in Zhejiang Province and have purchased celebrity-endorsed products. Besides, this study used convenience sampling and snowball sampling to analyze 389 data sets. Multiple Linear Regression was utilized to examine the extent to which the four independent variables (attractiveness, credibility, trustworthiness, and reliability of celebrity) influence the dependent variable (consumers’ purchase decision). In this current study, the results showed that celebrities' attractiveness, credibility, and reliability made Zhejiang Chinese consumers buy celebrity-endorsed products. The key recommendations were suggested to improve consumers’ purchase decisions regarding celebrity-endorsed products accordingly.
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    The influences of store atmosphere on purchase intention toward a fast fashion brand in Bangkok
    (Assumption University Press, 2016) Pitchayapa Siddhibphongsa ; Kim, Seongdok
    The objective of this research is to investigate how store atmosphere influences purchase intention in fast fashion brands in Bangkok. There is robust growth and high competition in the fast fashion's market. Seven factors, which are music, color, lighting, traffic flow, space allocation, product display, and window display, are selected in order to find statistical relationship with purchase intention based on thorough literature review. Findings of this current research show that color, lightening, traffic flow, product display and window display have statistical influence on purchase intention whereas music and space allocation have not. This result provide important managerial implications to fast fashion industry to focus on purchase intention to enhance sustainability and profitability. Further investigation of the factors contributing to purchase intention and in other geographical areas is suggested for future studies.
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    The products' factors affecting purchase intention: a case study of condominium in Bangkok, Thailand
    (Assumption University Press, 2017) Thaninrath Wonggotwarin ; Kim, Seongdok
    The objective of research is to examine the effect of product’s factors which are product quality, service quality, brand image, and product design of condominium toward purchase intention of condominiums in Bangkok. In Thailand, due to the popularity of condominiums, the expansion of investment on this market has continually grown year by year and the condominium market has become highly competitive. This current research is significant in that it would help condominium developers know about what kind of condominiums preferred by potential buyers in greatly competitive market as in Bangkok. A survey questionnaire was utilized and it was distributed via online platforms. Data were collected from sample of 400 people who are considering to purchase condominiums in Bangkok. Findings of this research show that product design, product quality, and brand image are statistically significant predictors for purchase intention. Critical and practical recommendations for condominium developers and marketers are suggested to secure their competitiveness in the condominium market.
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    The study on millennials Chinese independent traveler's decision to visit Bangkok, Thailand
    (Assumption University Press, 2020) Xiong, Qi ; Kim, Seongdok
    The purpose of this study is to understand the factors that influence millennials Chinese traveler to Bangkok for independent travel. Based on the push-pull theory, the researcher selected three push (Escape, Get experiences & Knowledge, Socialization) and three pull factors (Nature, Culture, Activity). The researcher add if gender is a factor that influences people's decision to travel independently. In this study, 394 millennials Chinese who traveled independently in Bangkok are surveyed through questionnaires. The researcher use quota sampling and analyze 394 valid data. Independent samples t-test, correlation analysis, and multiple linear analysis methods are utilized to do hypothesis testing. Critical suggestions to improve Chinese independent traveler's decisions are followed accordingly.
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    To enhance non-English major students’ English communicative competence by improving students’ English learner autonomy through organization development interventions—an action research at Zhejiang Yuexiu University of Foreign Languages (ZYUFL) in China
    ( 2020) Li, Ling ; Kim, Seongdok
    The research paper analyzed the impact of organization development interventions (ODIs) on learner autonomy (LA) and communicative competence (CC) of non-English major students in ZYUFL, Zhejiang, China. The main objectives were to determine the differences of students’ learner autonomy and communicative competence between the pre- and post-ODI phases and to investigate the impact of students’ learner autonomy on communicative competence after ODIs. Based on the preliminary diagnosis and pre-ODI results, the researcher conducted purposeful ODIs (three action learning cycles including coaching, goal setting, team building, dialogue and Appreciative Inquiry), but remained the same in the control group. The post-ODI results showed significant improvement on learner autonomy and communicative competence in the experimental group, but stayed almost in the same level in the control group. According to the results of paired sample t-test, there were significant differences between pre- and post-ODI results in learner autonomy and communicative competence. Based on the Simple Linear Regression results, learner autonomy had a positive significant impact on communicative competence. The analysis of the qualitative date (three learning journals, one reflective statement and two post-ODI meetings) triangulated the results. Further researches in the related fields were recommended in the last section.
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    To improve employee career success through organizational development intervention: an action research of AIA Co., Ltd. Changzhou Branch
    ( 2020) Lin, Dong ; Kim, Seongdok
    This study was aimed at the research of the organization development interventions on the employee career competency, emotional intelligence and self-efficacy to improve the employee career success in AIA Changzhou Branch, China. These three variables were regarded as employee career success behaviours and closely related to the development of the focal organization in currentstudy. Both quantitative and qualitative methods were utilized. The research methods were the questionnaire, semi-structured interview and participatory observation. Quantitative data was collected to examine the change in level of career competency, emotional intelligence and self-efficacy and qualitative data was collected to obtain in-deep understanding on the result of organization development interventions on the employees. The paired sample t-test was utilized in this study as a statistical tool to prove hypotheses. The collected data confirmed that there was an improvement of the career competency, emotional intelligence and self-efficacy after the organization development interventions. The research findings supported the research objectives and approved the hypotheses. This research responded to the organization’s needs of sustained developing and solved the company's existing problems. The results ODI of this research could be the useful tool to manage young employees and was adapted to the unpredictable and uncertain business environment. Meanwhile, the researcher designed an improvement framework to help individuals improve their career competency, emotional intelligence and selfefficacy and to achieve career success and better career development in an uncertain borderless career period.
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