Browsing by Author "Soonthorn Pibulcharoensit"
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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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    Factor influencing the customers to use online shopping platform for shopping cosmetics: a case study of people in Bangkok
    (Assumption University Press, 2020) Chutimun Mullasatsarathorn ; Kessara Choknuttakul ; Natthaya Thanasansakonphop ; Juthatip Taweekul ; Soonthorn Pibulcharoensit ; Somsit Duang-Ek-Anong
    Nowadays social media highly influence people with the enjoyment of online platform such as chatting, watching, listing, working and/or shopping. The research has been gathered to survey and look into the points that impact consumers use of online shopping platform to shop cosmetics in Bangkok. The data were collected through questionnaire survey by distributing 400 questionnaires to 400 qualified respondents who are living in Bangkok and have experience from an online platform to shop cosmetics by using easy sampling techniques. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) are used to test the validity and credibility of the model and to analyze the impact between factors. The study results indicated that eWOM and Relative Advantage have a direct considerable impact on trust and indirect significant influence on attitude towards online shopping. Moreover, the research has been found that relative advantage, perceived benefit and trust also have a direct significant influence on attitude towards online shopping. Thus, the online platform encourages people to seek and consume products as well as cosmetics, customers could select the willingness of cosmetic products according to their preference.
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    Factors affecting purchase intention toward almond milk: a case study of Thai experienced and inexperienced consumers
    (Assumption University Press, 2020) Soonthorn Pibulcharoensit ; Sutthisak Inthawadee ; Wu, Yongqiang ; Yang, Xiannong ; Peng, Fangzhi ; Feng, Engxu
    The healthy trend has been grownrapidly in Thailandmarketsince a few years ago. There are many kindsof healthy products which provided to the consumers. Also,almond milk is one of a new face to themarket.The objective of study this research is to examinethe factor of affecting Thai people’spurchase intentiontoward almond milk. The researcher used an online and offline survey to develop and distributequestionnaires to the sample of theThai population. The target populations wereboth Thai people who ever purchased andnever purchase almond milkbefore. Theresearcher reachedthe data 386respondents by conductingthesimplelinear regression, the multiple linear regressionand independent sample t-test toanalyze the hypotheses. The results showedthat health consciousness and environmental attitudehave a positive influence onattitude toward almond milkin the first model. Thesecond model, the result showedattitude toward almond milk alsohasa positive influence to purchase intention. Furthermore, the result of the independent sample t-test wassignificant between people who ever purchased and people who never purchasefor attitude toward almond milk in the third model. But, the result of the independent sample t-test was no significantdifferent in purchase intention between people who ever purchased and people who never purchasealmond milk before in the last model.
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    Factors affecting satisfaction and trust of art students in senior high schools in Chengdu
    (Bangkok : Assumption University Press, 2022) Li, Bengui ; Soonthorn Pibulcharoensit
    This studyaims to examine the factors affecting student satisfaction towards trust of 500 students in art education in senior high schools (grade 10-12) in Chengdu, China. The conceptual framework is developed on how image, perceived value, service performance, positive affect, social environment influence student satisfaction and trust.Research design, data and methodology:Quantitative approach(n=500)was used to distributeonline and offline questionnaires. The nonprobabilitysamplinginvolvesjudgmental sampling, quotasampling random sampling, convenience sampling and snowball sampling. Before thedata collection, Index of item-objective congruence (IOC) and Cronbach’s Alpha for pilot test (n=50)were implemented. After the data collection, researcher accounted the Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were applied to confirm hypotheses and goodness-of-fit. Results:The results werethat image had the strongest significant effect on student satisfaction, followed by positive affect on student satisfaction, student satisfaction on trust, social environment on student satisfaction. Nevertheless, non-supported relationships were perceived value on student satisfaction, image on perceived value, service performance on student satisfaction.Conclusions:Academic practitioners were recommended to focus on building high level of student satisfaction and trust by ensuring good social environment and facilities, high service standard, promoting school image properly and communicating efficiently.
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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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