Browsing by Author "Siriwan Kitcharoen"
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ItemDeterminants of undergraduates' continuance intention and actual behavior to play mobile games in Chongqing, ChinaPurpose: The widespread use of the Internet and the increasing of sophisticated production of online games have brought great changes to the life of college students. Consequently, this paper examines the determinants of undergraduate student’s continuance intention and actual behavior to play online mobile games in Chongqing, China. The conceptual framework proposes causal relationships between attitudes, utilitarian outcome expectations, hedonic outcome expectations, subjective norms, time constraint, continuance intentions and actual behavior. Research design, data and methods: Data were collected from 500 undergraduate students in Chongqing. Nonprobability sampling were employed, including judgmental sampling, quota sampling and convenience sampling. Before the data collection, the index of item-objective congruence (IOC) and Cronbach's Alpha were applied to approve validity and reliability. Structural equation model (SEM) and confirmatory factor analysis (CFA) were used for data analysis, including model fit, reliability and validity. Results: Attitude, utilitarian outcome expectation, hedonic outcome expectation, subjective norms, time constraints significantly influence continuance intention. Furthermore, the continuance intention has the strongest influence on the actual behavior of mobile games among students. Conclusions: All hypotheses were proved to be consistent with the research objectives. The results from this study will be useful for mobile game developers and marketers in formulating appropriate applications that will attract more consumers.
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ItemExamining factors impacting purchase intention of 3D cameras of Gen Y customers in Chengdu, ChinaPurpose: In marketing studies, purchase intention is a key indicator for the product development, marketization and sales strategy. Therefore, this study aims to examining factors impacting purchase intention of 3D cameras of Generation Y customers in Chengdu, China. Research design, data and methodology: This quantitative research selects 500 consumers between the age of 25 and 40 years old who are living in Chengdu, China and have at least one year of experience with top three 3D camera brands. Sampling techniques are judgmental, quota and convenience samplings. Item Objective Congruence (IOC) Index validity test and Cronbach’s Alpha reliability test were approved before the data collection. SPSS and SPSS Amos statistical software were implemented for Confirmatory Factor Analysis (CFA), including factor loadings, convergent validity, discriminant validity, composite reliability, AVE and goodness of fit. Structural Equation Model (SEM) was applied to test hypotheses. Results: Gen Y customers' purchase intention is significantly impacted by social influence, perceived quality, attitude, satisfaction, and trust. In addition, trust has the strongest significant influence on customer’s purchase intention of 3D Cameras. Conclusions: The findings contribute to marketers and salespersons to understand motivational factors of 3D cameras’ purchase decision of Generation Y customers, leading to the development of marketing and sales strategy for such products and other substitute gadgets.
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ItemFactors impacting student's behavioral intention to use social media applications for online learningPurpose: Social media applications are powerful learning tools for a new norm of online learning in this era. Therefore, this paper aims to investigate the impacting factors of students’ behavioral intention to use social media applications for online learning. The conceptual framework proposes the causal relationships between attitude, information quality, perceived ease of use, perceived usefulness, service quality, social influence, and behavioral intention. Research design, data, and methodology: A quantitative method was used to distribute questionnaires to 500 students. Nonprobability sampling was adopted by using judgmental sampling, stratified random sampling, and convenience sampling. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used to analyze model fit, reliability, validity and hypotheses testing. Results: Social influence and attitude significantly impact behavioral intention. Furthermore, there are support relationships between perceived ease of use and perceived usefulness, and between service quality and perceived ease of use. Nevertheless, perceived ease of use and perceived usefulness have no significant impact on behavioral intention, and information quality has no significant impact on perceived ease of use. Conclusions: Social media apps developers and education managers should consider the importance of students’ behavioral intention to use social media applications for their effective online learning.
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ItemFactors 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 KitcharoenThis 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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ItemQuality of management and digital learning platform in higher educational institution during COVID-19The outbreak of COVID-19 raised significant disruption across many industries, including education, forcing organizations to modify their operations in order to stay in business. Technology has become an important tool and the rise of digital learning platforms has brought new perspectives to a range of companies. Education institutes have been forced to implement a wide range of digital platforms in order to support their learners, teachers, educators, and other staff members. The objective of this study was to help higher educational institutions to maintain their competitive advantages during the crisis by improving understanding of the incentives and barriers in relation to employing the most cost-effective approaches to providing a quality service and quality education for all learners during the pandemic. The findings reveal that the dimensions of information, system, and service quality, were found to be significant predictors of varied levels of user satisfaction. This means that overall quality management has a significant impact on user satisfaction. Analysis and implications of the findings are discussed.
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ItemUser satisfaction with learning management system (LMS): a case of Assumption UniversityAs times are changing. Technology integration becomes challenging and also progressively harder to replace. This bring changes to teachers’ instructional roles in the classroom. Rather than using technology for its sake, the university can develop a vision of how technology can improve teaching and learning. eLearning can be used to promote the professional development opportunities, it is offering possibilities of convenience, accessibility, and personalization. With technology becoming more affordable, it’s really no surprise that eLearning becomes comparative and competitive tool. The objective of this research is to implement teaching and learning process with the purpose to understand how LMS (Learning Management System) supports leaning process. The research is comprised of 2 phases. The first phase of the research involved a qualitative study by searching some related documentary data to the study. The second phase of research, a quantitative method was undertaken; three hundred and seventy-five questionnaires were distributed to respondents. The results from the qualitative survey suggested that the university should put more focus on the needs of users and thereby improve user satisfaction and the findings from a quantitative method point out the strong relationship between management information system (MIS) quality towards user satisfaction as well as perceived importance of the IT attributes of IT applications provided by the university. Furthermore, the results also contribute to our knowledge by providing support the contention that user satisfaction depends on LMS quality that means the quality of management information system has an influence on user satisfaction. A user who has perceived better LMS quality is more satisfied with IT applications provided by his or her institution.