Browsing by Author "Krisana Kitcharoen"
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    Determinants affecting willingness of office workers to use coffee houses services in Bangkok during COVID-19 outbreak
    (Bangkok : Assumption University Press, 2022) Krisana Kitcharoen
    The purpose of this study is to investigate the determinants influencing the willingness of office workers to use coffee houses services in Silom and Sathorn areas in Bangkok during the COVID-19 outbreak. The conceptual framework presented comprises variety seeking, desire for unique products, cosmopolitanism, personal innovativeness, product evaluation, behavioral intention impact willingness to use coffee house services. The sample (n = 490) was gathered from online questionnaires using convenience and snowball sampling techniques. The study employed the Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) for the data analysis to confirm reliability, validity, goodness-of-fit of the model, and hypotheses. The findings revealed that variety seeking and personal innovativeness significantly impacted product evaluation and behavioral intention. In contrast, the desire for unique products and cosmopolitanism had no impact on product evaluation and behavioral intention. In addition, both product evaluation and behavioral intention also had a significant impact on the willingness to use coffee house services. Therefore, for practical implications, business owners and entrepreneurs could enhance product varieties to attract more customers for better sales revenue generation.
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    The effect of e-word of mouth (E-WOM) on various factors influencing customers’ hotel booking intention
    ( 2019) Krisana Kitcharoen
    Electronic word of mouth received by customers would lead to their hotel booking intention via smartphones both on online or mobile phone application such as Agoda or Booking.com. Travelers who read comments or reviews and made a hotel choice based on those comments were targeted for this study. The research aims to determine the effect of electronic word of mouth on factors influencing hotel booking intention via smartphones. The research hypotheses determine the effect electronic word of mouth attributed toward perceived behavioral control (PB), perceived benefits (PB), subjective norm (SN) and attitude (AT) and how they influence hotel booking intention via smartphones. The paper examines the difference between genders and the purposed model was empirically tested using data collected from an online channel with total respondent of 400 who live in Bangkok. Simple linear regression, multiple linear regression and independent sample T-Test were used for data analysis . This means that travelers want to be known about both complaints and compliments in the online comments. However, this does not mean they intend to reserve a hotel room based on both opinions rather travelers would be approached to reserve a hotel room based on comments. Moreover, this research will help hotel investors, as well as online travel agency operators, to obtain a clearer understanding of guests’ needs and wants in order to offer a more desirable service.
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    Exploring behavioral intention towards hybrid education of undergraduate students in public University in Chongqing, China
    (Bangkok : Assumption University Press, 2022) Luo, Lai ; Soonthorn Pibulcharoensit ; Krisana Kitcharoen ; Feng, Deping
    Purpose: This study investigates key factors influencing behavioral intention to use hybrid education of undergraduate students in Arts and Design of three universities in Chongqing, China. Perceived ease of use, perceived usefulness, performance expectancy, self-efficacy, effort expectancy, social influence, and behavioral intention were associated in a conceptual framework. Research design, data, and methods: The researchers used a quantitative approach for survey distribution to 500 participants. The sampling techniques involve judgmental, quota and convenience sampling. Item Objective Congruence (IOC) Index and Cronbach’s Alpha reliability test were approved prior to the data collection. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were used to test models’ goodness of fit, validity, and reliability. Results: Perceived usefulness has the strongest significant impact on behavioral intention, followed by perceived ease of use, self-efficacy, effort expectancy, and social influence. Furthermore, perceived ease of use strongly and significantly impacts perceived usefulness. In contrary, the relationship between performance expectancy and behavioral intention was not supported. Conclusion: Hybrid education has gained the most concern in the system adoption for teaching and learning effectiveness. Therefore, educational stakeholders should identify the main contributors to achieve the hybrid learning implementation and increase student engagement and learning performance.
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    Factors influencing customer attitude and behavioral intention towards consuming dietary supplements
    (Assumption University Press, 2020) Krisana Kitcharoen ; Rawin Vongurai
    The purpose of this study isto determine the key aspects that influence customer attitude towardsdietary supplement andtheirbehavioral intention to consume dietary supplements. The theory of planned behavior (TPB) is studied as thetheoretical framework for this study with small adjustment to derive theconceptual framework.The sample data (n=402) were collected through online questionnaire using google forms. The researcherused convenience sampling method to pick therespondents. The data were analyzed through Structural equation model (SEM)to derive model fit and test thehypotheses.From all the factors in the TPB model, Informational influence (Subjective norm) andPerceivedbehavioral control did not have a significant influence on attitude and behavioral intention of the consumer of dietary supplements. Attitude is the strongest influence in shaping behavioral intention of a consumer. However even though normative influence (Subjective norm) isn’t directly significant towards behavioral intention, it doeshave some indirect effect.The findings of the researchshowedthat attitude about dietary supplements has the strongest influence toward behavioral intention. However even if Normative influence didn’t have a significant direct influence,it did have an indirect effect as normative influence is the strongest and only factor that influences their attitude. Hence when promotingdietarysupplementcompaniesshould focus onbuilding a strong and positive attitude about their product through favorable normative influence.This studyuses TPBto investigate factors influencing Behavioral intentionto consume dietary supplements in Bangkok, Thailand.
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    Factors influencing on intention to use self-service parcel delivery service : an empirical case study of metropolitan and greater Bangkok area
    (Assumption University Press, 2019) Krisana Kitcharoen
    The retail sales of global e-commercearecontinuously growing,and e-commerce has gained a huge sharefromphysical retail over the last decadebecause of the impact of better internet access and technology development. All these makeonline shopping easier and more convenient. However, e-commerce businesses face many problems especiallythe risk of delayeddelivery that is the delivery process that delays the arrival of parcels for the customers. This delay called “Last Mile Problem” has negativeeffects onthe onlineshopping of customers”. Delivery service providers have developed the Self-service Parcel Delivery Serviceto solve the lastmile problem. Self-service parcel delivery Service is popularamong online customers in many countries around the world. Thai delivery service providers have introduced this service for Thai online customers. This research aims to determine thefactors that have influence on intention to use Self-service Parcel Delivery Service in Thailand.This research used the non-probabilitysampling where the respondents wereselected by convenience sampling technique, judgement sampling technique, snowball sampling technique and quota sampling technique.Multiple Linear Regression was used to investigate the impact, relationship, and difference between dependentandindependent variables. In addition, Independent Sample T-Testwasemployed to distinguish the mean differencebetweenintention to use Self-service Parcel Delivery Service among people who live in Bangkok -metropolitan and non -metropolitan. The results from 400 respondents showed that location convenience is the mostinfluential factortoward intention to used Self-service Parcel Delivery Service and that there is no significant mean difference in the intention to use Self-service Parcel Delivery Service among people who live in Bangkok-metropolitanand Non-Bangkok metropolitan.This study offersvaluable theoretical and managerial implications fordelivery service providerstoconcentrateon their marketing strategies and services customization for target customer groups.
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    The importance-performance analysis of service quality in administrative departments of private universities in Thailand
    (Assumption University, 2004) Krisana Kitcharoen ; Assumption University. Martin de Tours School of Management and Economics
    Service quality is one of key success factors that lead an organization to success in this era of privatization. To be a service leader is very important in all industries, including education. It is very critical that private universities offer quality services to students. The competition among educational institutions in both the state and private sector in Thailand is intense. Therefore, improving the service quality in private universities is one of the strategies to increase their sustainable competitive advantage. In this paper, a modified Importance-Performance Analysis (IPA) model was constructed on the basis of comparing perceived per/ ormance and the importance of each service attribute of the five dimensions of the SER VQUAL model.
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    Service quality in administrative departments of private universities in Thailand : strategies and recommendations
    (Assumption University, 2004) Krisana Kitcharoen ; Assumption University. Martin de Tours School of Management and Economics
    To be a service leader in the educational field, it is necessary for private universities to offer quality services to students. As a continuation of the previous paper (Kitcharoen, 2004) on the service quality of administrative departments in Thai private universities, this research was aimed at exploring university senior administrators' opinions about service quality. Six private universities were randomly chosen from the population of 26 private universities in Thailand. The presidents and vice presidents of these universities were interviewed. The research findings show that according to the university senior administrators, the most important service attribute is "Empathy", while the best performed service attribute is "Tangible". Although most administrators believed the students are satisfied with the service quality, all of them acknowledged the necessity for further improvement.
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    The effect of behavioral intention to use hybrid education: a case of Chinese undergraduate students
    (Bangkok : Assumption University Press, 2022) Xie, Haifeng ; Krisana Kitcharoen ; Charnsid Leelakasemsant ; Varghese, Manoj Mechankara
    Purpose: The purpose of this study is to examining factors affecting undergraduate painting students' behavioral intention toward hybrid education in three public universities in Chongqing, China. Perceived ease of use (PEOU), perceived usefulness (PU), perceived satisfaction (PS), social influence (SI), performance expectancy (PE), Facilitating conditions (FC), and behavioral intention (BI) were used to develop the conceptual framework of this study. Research design, data, and methods: The researchers used quantitative study to distributing questionnaire to 500 participants, who are undergraduate students in the major of painting. The survey was conducted in three sample techniques which are judgmental sampling, quota sampling and convenience sampling methods. An item-objective congruence (IOC) of content validity and Cronbach's Alpha reliability test with 30 pilot samples were earlier assessed. Statistical analyses involve Confirmatory Factor analysis (CFA) and Structural Equation Model (SEM), including model goodness of fit, validity, and reliability. Results: Most hypotheses were supported with the strongest influence between perceived ease of use and perceived usefulness, except facilitation conditions which had no significant influence on behavioral intention. Conclusion: The recommends are that administrators in the educational sector of public institutions should emphasize the main contributors to hybrid learning implementation to increase student engagement and learning efficiency.