Browsing by Author "Li, Changhan"
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    Factors influencing consumers purchase intention throught TikTok of Changsha, China residents
    (Assumption University Press, 2021) Li, Changhan ; Zhu, Lu ; Thanawan Phongsatha
    The purpose of this study was to identify the factors influencing Changsha residents' purchase intention through TikTok short video platform. The variables used in this research framework including trust, perceived media richness, perceived price fairness, perceived convenience, and perceived host interaction. Purposive sampling technique was employed to recruit 200 respondents in Changsha City to participate in the study. The Multiple Linear Regression analysis was implemented as the statistical analysis. The results revealed that Perceived Media Richness was the most influent factor affecting consumers' shopping through TikTok short video platform for consumers in Changsha District. As a result, it was evident that the online store owners whose marketing their products via TikTok short video platform should emphasis on perceived media richness factor to enhancing consumers’ purchase intention.
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    Factors influencing purchase intention toward online food delivery service: a case study of experienced consumers in Hunan Province, China
    (Assumption University Press, 2021) Zhu, Lu ; Li, Changhan ; Satha Phongsatha
    The purpose of this research was to identify the factor influence online food delivery service purchasing intention who live in Hunan province, China. The variables that had been used in this study framework were Price value, Health consciousness, Food safety concern, Prestige value, Affordances value and Visibility. The questionnaire was conducted and selected from 200 respondents in Hunan province by using the non-probability sampling method as purposive sampling. The Multiple Linear Regression was applied for hypothesis testing. The result revealed that Food Safety Concern (β = 0.31, p=.02). was the most influence factor toward consumers’ purchasing intention of online food delivery service. Thus, it showed that Food Safety Concern towards online food delivery service was the most important in determining online food delivery service of Hunan province consumers. The finding suggested that by enhancing the consumer purchasing intentions, the online food delivery service owners should rather focus on Food Safety Concern factor.
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    Management mechanism for safeguarding of musical intangible cultural heritage inheritors in Hunan, China
    (Bangkok : Assumption University Press, 2022) Liao, Xiaomang ; Li, Changhan ; Zhu, Lu
    This study aimedto investigate the status of the protection and management mechanism for inheritors of musical intangible cultural heritage in Hunan Province, China. Research design, data and methodology:This wasa mixed methodresearch. In the quantitative research part, questionnaire wasused as instrument. The fourdimensions of situation (living condition, professional skills, social status, and the government's support) are used to explore the relative importance of musical intangible cultural heritage to inheritorsin addition to inheritors satisfaction and how inheritors satisfaction influences their behavioral intention.This part surveys 300 practitioners in the field of music intangible cultural heritage in Hunan. In the part of qualitative research, nine questions were used to conduct in-depth interviews with 10 managers of music intangible cultural heritage through semi-structured interviews. Results and Conclusions:The results indicate that three of four living situation dimensions, including Professional skills, Social status, and Government's support, influence inheritors satisfaction and inheritors satisfaction influence in behavioral intention.