Browsing by Author "Rawin Vongurai"
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    An intervention to improve students' class engagement of art department in China
    (Bangkok : Assumption University Press, 2022) Chen, Chi ; Rawin Vongurai ; Somsit Duangekanong ; Papitchaya Wisankosol
    This paper aims to enhance student class engagement. The four objectives of the action research are as follows: 1)To diagnose the current situation of the focal organization on student class engagement, 2)To design and implement organizational development intervention (ODI), 3)To determine the differences between pre-ODI and post-ODI of students’ autonomy, relatedness, usefulness, interest and student class engagement, and 4)To investigate the relationship of students’ autonomy, relatedness, usefulness, interest and student class engagement. The target group is the 45 students who study “Visual Communication Design” major in Art Department of Heilongjiang International University in China. Mixed research methods are adopted to collect and analyze the data. The Pair sample T-test shows that there is significant difference in students’ autonomy, relatedness, usefulness, interest and student class engagement between pre-ODI and post-ODI. The studies show that there is a positive relationship between students’ autonomy, usefulness, interest, relatedness and student class engagement. The qualitative analysis of students’ reflection reports and classroom observation feedback by three instructors justified how the ODIs employed in this research. Based on the findings, further actions should be carried out to have a greater impact on the long-term development.
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    Behavioral intention of Bangkokians to adopt mobile payment services by type of users
    (Assumption University Press, 2018) Benjaporn Benjangjaru ; Rawin Vongurai
    Technology and Trend of mobile payment or cashless wallet have continuously grown and the potential to replace the traditional payment method is large. The purpose of this study is to understand the factors that impact customer behavioral intention to start using mobile payment service in the case of Thai people in Bangkok. Also, investigate the difference between 2 types of user as personal used user and business owner user toward the behavioral intention to adopt mobile payment services. A conceptual model in this study was developed based on element of innovation diffusion theory and technology acceptance. The questionnaire was provided and collected by 400 respondents by convenience, quota and the snow-ball sampling method. The methods used to analyze are linear regression and independent sample t-test. The findings show which factors have impact on customer behavioral intention to adopt mobile payment service.
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    Determinants of customer satisfaction and customer loyalty in e-banking: a case study of Thailand's selected commercial banks in Bangkok's Central Business Area
    (Assumption University Press, 2016) Bogati, Deepin ; Rawin Vongurai
    The primary purpose of this paper is to identify the determinants of the factors influencing customer satisfaction and customer loyalty in the e-banking of commercial banks of Thailand. A 33 item questionnaire was developed based on the literature review and tested for reliability and validity using Cronbach's alpha test. A total of 400 questionnaires were distributed to 204 e-banking banking preferring clients and 196 traditional banking preferring clients. The regression analysis suggested that core service quality, social benefits, confidence benefits and physical layout has statistical influence on customer satisfaction of commercial banks. Moreover, accessibility and special treatment benefits have statistical correlation with customer satisfaction. The findings also revealed that there was statistical difference in customer satisfaction and customer loyalty in e-banking and traditional banking preferring clients. In the intense competitive banking industry of Thailand, the identified results help the decision makers of the banks to improve the special parameters and get an edge against the competitive banks to satisfy and retain customers.
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    Determinants of student satisfaction on continuing education intention: a case study of private university in Cambodia
    (Bangkok : Assumption University Press, 2021) Hok, Thavuth ; Jirapun Daengdej ; Rawin Vongurai
    The purpose of this study is to examine the impact of determinants of student satisfaction on continuing education intention for a master’s degree at a leading private university, locating in Kampong Cham province, Cambodia. The study was conducted quantitatively and applied the multi-stage sampling technique by employing purposive sampling, simple random sampling, and quotasampling method. A sample size of 600 students from year 1 semester II to year 4 who are studying in various majors in this private university were involved. This study adapted the Confirmatory Factor Analysis (CFA) and the Structural Equation Model (SEM)to identify the relationship and the impact of determinants of student satisfaction on student’s continuing education intention for a master’s degree at a private university. The results revealed that among six determinants of student satisfaction, 4 determinants namely curriculum quality, service facility, teaching quality, and campus life & social integration have significant impact student satisfaction. Moreover, student satisfaction had significantly affected intention for continuing education. Additionally, the most significant determinant of student satisfaction is campus life & social integration, followed by teaching quality, curriculum quality, and service facility, while college administration and financial assistance & tuition costs have no significant impact on student satisfaction.
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    Factors affecting consideration to switching from condominium to townhome for high class market in Bangkok area during COVID-19 pandemic
    (Bangkok : Assumption University Press, 2021) Bavornvit Bangthamai ; Pongthon Duangoubpama ; Nuttawan Rukkachantarakul ; Rawin Vongurai ; Piya Hirunwat
    Housing estates such as detached houses, townhouses and townhomes. have become more and more marketable lately, and the popularity of condominiums has declined from COVID-19 pandemic. The keys to success of both townhomes and condominiums in this situation are attracting new consumers and retaining the existing ones. The main purpose of this study is to inspect three categories of antecedents for condominiums consumers’ switching intention: push (i.e. satiation), pull (i.e. perceived value) and mooring (i.e. subjective environmental characteristics) factors using push–pull–mooring (PPM) model. Design/Methodology/Approach: High class townhomes has been selected as the research context. An online survey was proceeded to inspect the proposed research model and hypotheses. The data were collected from 478 respondents living and/or working in Bangkok, who have monthly family income at 150,000 Thai Baht and above by using convenience sampling and snowball sampling method. This study applied the Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) to certify the goodness-of-fit of the model and hypothesis testing. Findings: The outcomes revealed that among the push factors satiation with amenity has the highest significant impact on subjective environmental characteristics, followed by satiation with decoration. While among pull factors hedonic value has the highest significant impact on subjective environmental characteristics, followed by perceived privacy and security. As well as subjective environmental characteristics has significantly impact on switching intention. Originality/Value: To contribute a comprehensive understanding of consumers’ switching intention, the researcher used PPM model to construct the research framework. This study enhances the understanding of consumer’s switching intention by locating the push and pull factors based on the differences elements between condominiums and townhomes in correspondence to subjective environmental characteristics.
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    The factors affecting healthy lifestyle and attitude towards organic foods: a case study of people living in Bangkok, Thailand
    ( 2018) Aunchisa Charoenpanich ; Rawin Vongurai
    Nowadays, people worldwide are more aware of agricultural residues in foods. Consumers start to find an alternative way in food purchase. Health and wellness are the new lifestyle status for Asian consumers who are more health-conscious and interested in organic foods. China and India are two of the fastest growing markets for organic foods. Thailand is known as food basket of Asia and kitchen of the world due to an abundance of natural resources, and has increasingly emphasized on organically grown foods. The Thai government has introduced regulations and standards for organic agriculture and food, and encouraged Thai farmers to do organic farming. This opens a market opportunity for organic foods that are free from chemicals. Knowing the consumers’ attitudes towards organic foods and factors affecting the attitudes are necessary for product development to meet the demands, increase customer satisfaction, and gain the market share in this sector. This study targeted people living in Bangkok who have experienced organic foods. There were 400 respondents of the survey. The result reveals that health consciousness, environmental concern, food safety concern, and subjective norm have positive impacts on the attitude towards organic foods. On the other hand, healthy lifestyle does not have an impact on an attitude. Raising an awareness of chemical-free foods and the environmentally friendly practice of an organic farming will be key strategies to develop the food market in Thailand’s urban society.
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    Factors affecting intention to E-learning systems in selected Universities in Phnom Penh, Cambodia
    (Bangkok : Assumption University, 2022) Try, Sothearith ; Jirapun Daengdej ; Rawin Vongurai
    This research investigates factors influencing the intention to use e-learning systems in selected universities in Phnom Penh, Cambodia. The conceptual framework has been developed by adopting previous theoretical studies and research models of the modified unified theory of acceptance and use of technology (UTAUT2). Five hundred questionnaires were collected from undergraduate students through Google form survey with universities’ administration assistance. Multi-stage sampling was used: the first stage is stratified random sampling followed by purposive sampling. Collected data were analyzed using the Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) to confirm the model fit and hypothesis testing. The findings showed that performance expectancy, effort expectancy and self-efficacy did not have any influence on behavioral intention. However, social influence had the strongest influence on behavioral intention to use e-learning systems, followed by facilitating conditions. Moreover, facilitating conditions and behavioral intention had a significant influence on use behavior of e-learning systems. This study provided theoretical implications for researchers related to technology adoption and information for training institutions, universities, schools and academic staff on issues they need to focus on when they wish to launch any new system or online services.
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    The factors affecting the attribute attitude towards credit card; the case study of credit card for bangkokian's generation X and Y
    (Assumption University Press, 2016) Parnuphan Phaisuwat ; Rawin Vongurai
    This study aimed to understand the factors that affect attitude toward credit card by bangkokian and also find the difference between generation X and Y in attitude toward credit card. The questionaire was conducted and collected 410 respondents by convenience, quota and snow-ball sampling method. The methods used to analyze the data are linear regression and independent sample t-test. The result shows free spending has the strongest effect to attitude toward credit card and there is significant difference between Gen-X and Y in attitude toward credit card.
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    The factors impact attitude toward using and customer satisfaction with elderly health care mobile application services: a case study of people in Bangkok metropolitan, Thailand
    (Assumption University Press, 2017) Hathairat Didyasarin ; Rawin Vongurai ; Sutthhisak Inthawadee
    Nowadays, Thailand is turning to aging society with the older population increasing than past. Mostly, older people have mental and physical health problems. Consequently, elderly health care is more important and necessary in the society. Currently, technology has continuously grown especially mobile applications that allow people to get involved with more activities. Applying elderly health care as mobile application service instead of traditional service is a new type of product and new trend in Thailand. This research analyzes the factors have impact attitude toward using and customer satisfaction with health mobile application service. The target population are people who lives in Bangkok Metropolitan, Thailand. The data were collected by applying non-probability sampling as convenience and snowball sampling methods with 406 respondents both online and paper based questionnaire survey. Multiple Linear Regression methodology was used in the research. As a result, perceived usefulness, perceived ease of use, perceived playfulness, and cognition of compatibility have significant impact on attitude toward using. Moreover, customer satisfaction with health mobile application services were significantly impacted by perceived usefulness, perceived ease of use and attitude toward using.
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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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    The factors influencing on purchase intention of Thai and Chinese Customers towards the hotel industry in Bangkok, Thailand
    (Bangkok : Assumption University, 2019) Jidapa Tweephoncharoen ; Rawin Vongurai
    This study aimed to examine the factors influencing on purchase intention of Thai and Chinese customers towards the hotel industry in Bangkok, Thailand. This research adopted descriptive research method which aimed to describe the target population and variables. The researcher applied nonprobability sampling as a sampling technique and collected the data through questionnaires with 400 respondents. The questionnaire were implemented in English language collected from tourist who stay at hotel in the top three rankings of hotel area in Bangkok (Pathum Wan district, Phra Nakhon district and Watthana district). A statistical software was used to test the data. Variables are measured by a fivepoint Likert scale. The first two hypothesis were tested by Multiple Linear Regression and other two hypothesis were tested by Independent sample t-test. Summary of the results, the findings of the conceptual model revealed that eWOM affected loyalty and purchase intention as shown in the results of hypothesis one and two.
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    Factors influencing university students’ attitude and behavioral intention towards online learning platform in Chengdu, China
    (Bangkok : Assumption University Press, 2022) Gao, Li ; Rawin Vongurai ; Kitti Phothikitti ; Siriwan Kitcharoen
    This research aims to determine the factors influencing university students’ attitudes and behavioral intention towards online learning platforms in Chengdu, China. The conceptual framework has been adopted from the theoretical studies and research models of the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT). A sample of 450 respondents was collected from online questionnaires using the multi-stage sampling technique of probability and non-probability sampling method for quantitative research to reach target respondents of experienced university students. The collected data were analyzed using the Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) to confirm the model fit and hypothesis testing. The results revealed that social influence was the most influential factor in behavioral intention, followed by attitude. The statistical finding shows no significant influence of facilitating conditions on behavioral intention. In addition, the antecedent of attitude was perceived usefulness. Therefore, the management of universities, lecturers, and marketing partitioners should emphasize building positive direct experience and ensuring benefits from using online learning platforms to formulate favorable attitudes, recommend to other peers, and encourage the usage behavioral intention for university students.
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    The Factors Related to Purchase Intention of Mirrorless Interchangeable-Lens Camera by Gen-Y and Gen-Z Bangkokians
    ( 2016-06) Rawin Vongurai ; Nithinan Theppisai ; Suvichakorn Chinnapha
    Noticeably the sales of DSLR cameras have been decreasing continuously for months while sales of mirrorless interchangeable-lens cameras (a.k.a. mirrorless camera) have been soaring. This trend points to the fact that camera users are moving to more advanced, lighter, and smaller camera format. This research chose attitude, trust, and need for uniqueness as independent variables to examine relationship toward purchase intention of mirrorless camera. Furthermore, mean difference in purchase intention between Generation Y and Generation Z was examined as well. 304 sets of survey questions were distributed to Bangkokians divided into Generation Y and Generation Z group. The study shows significantly statistically difference in means between two generation groups and the model is found to be statistically significantly enough to confirm that the relationship of purchase intention is influenced by attitude, trust, and need for uniqueness.
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    Impacts on adaptation intention towards using accounting software in terms of technology advancement at work in Myanmar
    (Bangkok : Assumption University, 2019) Phyu, Khine Khin ; Rawin Vongurai
    This study aims to analyse the impacts that are influencing on individual’s adoption intention towards using accounting software by discovering the impacts on user’s adoption intention towards accounting software, providing the proofs that environment, cost and familiarity can lead user’s adoption intention in order to help in expanding the market share of local technology company. The required data for this research has been distributed as online questionnaires to the 500 qualified respondents around Yangon Region and collected to be examined. The collected data was analysed by Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM). The findings from the research explained about the important factors that the organization need to consider when developing and promoting for the accounting software.
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    An influence of e-Wom and a moderating role of brand attitude on IT product purchase intention in Bangkok, Thailand
    (Assumption University Press, 2017) Nattaphon Pakapatpornpob ; Rawin Vongurai ; Sutthisak Inthawadee
    In the age of digitalization, it could not be ignored that electronic Word of Mouth as a part of electronic commerce may be consistent with competitive circumstances. This research paper aims to examine the behavioral intention of Bangkokian in perceiving and processing the information through online medias before purchasing IT products. It is convinced that the research finding could be a useful guidance in the age when digitalization. 398 Bangkokians, capable in reviewing other’s comments or reviews through online medias for the supportive information in evaluating the IT products, has been surveyed for this research. Convenience and snowball sampling techniques are used as the sampling methodology. The results obtained from this research have revealed that out of three quality dimensions measured (electronic Word of Mouth, brand attitude and purchase intention), electronic Word of Mouth has significant impact on brand attitude. Apart from that, both electronic Word of Mouth and brand attitude also have a significant positive relationship on purchase intention. However, there are no significant differences in willingness to purchase IT products among the two genders. The electronic Word of Mouth may be difficult to be occurred due to the fact that it is generated by real users yet it can be created from true admiration of firm’s product or services and strong determination to share their reviews to potential user. In summary, eWOM is one major driver of sales performance the time when internet became mainstream.
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    An investigation of the factors influencing consumers of different generation's behavioral intention towards franchised Japanese restaurants in Bangkok, Thailand
    (Assumption University Press, 2018-12) Waratchaya Tanasapsakul ; Rawin Vongurai
    This research attempts to investigate the factors that impact consumer’s behavioral intention towards franchised Japanese restaurants in Bangkok as the number of franchised Japanese restaurants in Bangkok is decreasing which is different from the overall number of franchised Japanese restaurants in Thailand, and to examine the differences among three generational groups (Generation X, Generation Y and Generation Z). A conceptual model was developed based on previous studies that include quality of physical environment, service quality, food quality, customer perceived value and customer satisfaction to explain consumer’s behavioral intention. The questionnaire was distributed to 402 respondents by convenience, quota and judgment sampling methods. The statistical techniques used in this study are Multiple Linear Regression (MLR) and One-Way ANOVA. The findings reveal factors impacting behavioral intention towards franchised Japanese restaurants in Bangkok, and the differences among three generational groups. The outcomes of this study indicate that different generations have different perspectives towards franchised Japanese restaurants in Bangkok, and variables in the conceptual framework are linked. Hence, the franchised Japanese restaurants in Bangkok should focus on the variables mentioned in this study, integrate this study to consider their target customers by identifying them according to their generations, or serve different generations differently.
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    Investigation on satisfaction and performance of online education among fine arts major undergraduates in Chengdu Public University
    (Bangkok : Assumption University Press, 2022) Feng, Dalin ; Xiang, Chaochu ; Rawin Vongurai ; Soonthorn Pibulcharoensit
    Purpose: This research investigates factors affecting satisfaction and performance of online education among undergraduate fine art students in three public universities in Chengdu, China. The variables include perceived usefulness, perceived ease of use, self-efficacy, task-technology fit, compatibility, satisfaction and performance. Research design, data, and methods: Through a quantitative research approach, questionnaires were distributed via online and offline channels to 500 target respondents. Judgmental, quota and convenience samplings were used to collect the data. The data previously examined by Item Objective Congruence (IOC) Index to confirm content validity, and by Cronbach’s Alpha coefficient value to approve constructs’ reliability in a pilot test of 30 participants. Statistical analysis involves confirmatory factor analysis (CFA) and structural equation model (SEM), including the test of factor loadings, validity, reliability and goodness of fit model. Results: The results showed that perceived ease of use significant affected satisfaction and perceived usefulness. The relationship between self-efficacy, perceived ease of use and perceived usefulness was supported. Compatibility and task-technology fit significantly affected student satisfaction. Furthermore, satisfaction is a predictor of performance. Conclusion: For online education providers, the system should be designed to be easy, useful, self-control, compatibility and task-fit to gain higher student satisfaction and performance.
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    Managers' preferences for qualifications of new graduates in logistics
    (Assumption University Press, 2016) Pisoot Thankdenchai ; Rawin Vongurai
    The purpose of this paper is to address logisticians' qualifications compared to employers' preferences. The use of seven determinants in this study is based on Service Performance Units (SPU). The five domains are Reliability, Rates, Resources, Risk Avoidance, and Responsiveness. The support framework is based on the Thai Qualifications Framework (TQF). The TQF five key attributes are: 1) Development of Morals and Morality (Behavioral Ethics), 2) Knowledge and Ability Skill, 3) Ingenious and Intellectual Skill, 4) Interpersonal Relation with Task Responsibility, and 5) Analytical Decision Making and Communication (Information Technology Application Skill). Mixed methods are employed with both qualitative and quantitative methodologies. First, the attributes of qualified logisticians were reviewed. Second, the hired logisticians' attributes as perceived by employers' were obtained by face-to-face interviews and questionnaires, to investigate all related attributes of the new graduates. The research used exploratory and face-to-face interviews with 20 management level exhibitors at the Thailand Logistic Fair 2012 (TILOG2012) to verify the research tool. The research survey was conducted on 42 samples by the random sampling method, from 20 initial and 22 subsequent survey respondents through 60 questionnaires via the Thailand International Freight Forwarder Association (TIFFA) and responses received from its members. To prove the research tool was without acquiescence bias, the test of normality is presented in the demographic part of this report. Data was analyzed by means of standard deviation, correlation, and coefficients of regression. Findings are presented using four method facets (Mean, Alpha, Model Summary, and Predictors in Multiple Regressions) with results in two groups: all logisticians in all fields of service, and only 3rd party logistics (3PL) in transport. This survey leads to confirmatory factors in building up an examined research tool in the new area of employers' preferences perspective in logistics service and transport sectors. This study contributes to academicians and lectures consideration to redesigning the teaching-learning courses, as well as the managers' requirement of desirable attributes from new graduates as new trainees' qualifications.