AU-HIU International Multidisciplinary Journal

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  • Item
    A strategic leadership to improve higher secondary mathematics teachers' teaching practices
    (Assumption University Press, 2021) Alex, Velankanni ; Yan, Ye
    The purpose of this study was to develop a leadership model to improve higher secondary mathematics teaching strategies. The model was developed to enhance leadership style and teaching strategies. This study was conducted by two objectives. The first objective was to determine the impact of leadership style on teachers’ teaching strategies of higher secondary mathematics teachers. The second objective was to compare the teachers teaching strategies before and after they attend the leadership style training program. Quantitative method was used for the study. The major theories were situational leadership and transactional leadership and the teaching strategies questionnaires were taken from the authors of Davies, 2004, Pisapia, 2009 and Johns, 2014. A survey was used to collect the quantitative data from the secondary mathematics teachers. For the quantitative data, statistical analysis was carried out to obtain the Mean and Standard Deviation. Multiple regression analysis was utilized to find significant variables. A survey using the leadership styles questionnaire were distributed to a sample of one hundred fifty secondary mathematics teachers. The current leadership style and teaching strategies were found to be moderately practiced by the higher secondary mathematics teachers. A model of leadership style for higher secondary mathematics teachers’ teaching strategy was two parts: leadership style and teaching strategy. The new leadership model will hopefully be utilized by the higher secondary mathematics teachers, school leaders and the administrators. The new leadership model aims at implementing in the higher secondary mathematics teachers’ being investigated. It is believed that the model would substantially influence the way the higher secondary mathematic teachers’ currently practiced leadership. The administrators can adjust themselves in performing their leadership practices through a number of factors which include time constraints and workloads, cooperation, culture, and values, qualification, skills, and experience, organizational structure, funding and facilities, and tasks and roles related to leadership.
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    Exploring the factors influencing an organisation in Thailand to adopt cloud computing platforms
    (Assumption University Press, 2021) Yadav, Sachin ; Papitchaya Wisankosol
    This research is aimed to explore the factors influencing organizations in Thailand to adopt to cloud computing platforms. The study was conducted utilizing the theory of planned behavior (attitude toward the behavior, subjective norms, perceived behavioral control) with an additional factor known as the perceived usefulness, perceived ease of use, and satisfaction to predict companies' intention to adopt to cloud. The research was conducted as a quantitative analysis with descriptive and inferential research with a sample size of 284 respondents who have had some experience with cloud computing services. The results of this research were analyzed using simple and multiple linear regression. The finding shows most of the variables have significantly influenced cloud adoption intention. Interestingly, technology impacts perceived usefulness, Perceived ease of use as well as satisfaction. There is a need for proper knowledge sharing, training for Thailand people to use cloud computing platforms.
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    Factors influencing the purchase decision of celebrity endorsement products in Zhejiang
    (Assumption University Press, 2021) Ye, Tong ; Kim, Seongdok
    The purpose of this study is to determine the factors that influence Zhejiang Chinese consumers’ decision to purchase celebrity endorsed products. The source attractiveness model, the source credibility model, and the meaning transfer model were reviewed to identify the important factors in this current study. The researcher used an online questionnaire to survey 389 respondents who live in Zhejiang Province and have purchased celebrity-endorsed products. Besides, this study used convenience sampling and snowball sampling to analyze 389 data sets. Multiple Linear Regression was utilized to examine the extent to which the four independent variables (attractiveness, credibility, trustworthiness, and reliability of celebrity) influence the dependent variable (consumers’ purchase decision). In this current study, the results showed that celebrities' attractiveness, credibility, and reliability made Zhejiang Chinese consumers buy celebrity-endorsed products. The key recommendations were suggested to improve consumers’ purchase decisions regarding celebrity-endorsed products accordingly.
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    The new normal service quality and behavior food purchase intention during COVID-19
    (Bangkok : Assumption University Press, 2022) Thikumporn Nitchhote ; Chompu Nuangjamnong
    This research aimed to determine the new normal service quality and behavior of food purchase intention during COVID-19. The objectives of this research were to explain that information quality has a significant impact on perceived risk. To determine service quality has a substantial effect on perceived risk, attitude, and satisfaction. To determine convenience has a significant effect on satisfaction. To explain the perceived value, perceived risk and attitude have a significant impact on purchase intention. The online questionnaire was used as a research tool for data collection at 400 sets in Bangkok, Thailand, thru convenience and snowball techniques in non-probability sampling. The data analysis was performed by descriptive statistics with frequency, mean, standard deviation. Then, inferencing statistics were used for hypothesis testing via simple linear regression and multiple linear regression at the significant level of 0.05. The results found that information quality and service quality have a substantial impact on perceived risk. Service quality has a significant effect on attitude. Also, service quality and convenience have a considerable effect on satisfaction. Lastly, the results revealed that perceived value, perceived risk, and attitude significantly impact purchase intention in the behavior of food purchase intention during COVID-19 on the new normal situation.
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    The influence of differentiated marketing strategy on the export performance of SMEs
    (Bangkok : Assumption University Press, 2022) Chen, Yuqi ; Chompu Nuangjamnong
    This research aims to determine the impact of differentiated marketing strategies on the export performance of SMEs. Therefore, based on the previous scholars’ research on export performance, this study uses the 4P marketing mix model to further divide the differentiated export marketing strategies into the differentiation of product, differentiation of price, differentiation of place strategy, and differentiation of promotion and puts forward the research hypothesis of the relationship between export marketing strategy and export performance.Research design, data, and methodology; the researcher applied a quantitative method (n=272) at a confidence level of 90%, allowing an error of 5%, distributing questionnaires to foreign trade enterprises in China. The non-probability sampling includes judgmental sampling in selecting foreign trade enterprises in China then convenience sampling in collecting data and distributing it thru the online survey. Descriptive (frequency, percentage, mean, and standard deviation) and inferential statistics (multiple linear regression) were used for data analysis. The results found that differentiation of product strategy negatively affects export performance; then, differentiation of price, place, and promotion strategy has a significant positive effect on export performance for export SMEs.
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    Smart urban tourism: a case of Bangkok, Thailand
    (Bangkok : Assumption University Press, 2022) Wisunee Soikum ; Batra, Adarsh
    Smart urban tourism is important for tourists nowadays, people rely on technology and the Internet of Things (IoT) which can enhance their experience while traveling. Tourists do not select their destinations just because of the beautiful scenery, and culture: however; they want to gain excitement, interest, and memorable moments by using technology in a particular tourism city. The study aims to learn how smart tourism city provides tourists’ convenience, enhance the travel experience, and improve the efficiency of tourism services for both residents and tourists. It also investigates both domestic and international tourists’ perspectives of smart tourism in Bangkok of Thailand. Research design, data and methodology: The data were collected by utilizing a qualitative method, non-probability purposive sampling, semi-structured interviews. The constant comparison technique with labeling, open and axial coding was used to analyze the data. The result of the research showed that Tourism Authority of Thailand (TAT) launched the Ploen Thai Smart Map application which is the first smart tourism project in Bangkok to build tourists’ confidence from the outbreak of Covid-19. However, most tourists never heard about this project before. Moreover, technology is important for people nowadays, people spend time mostly on their smartphones, mobile devices, or the internet and Information and Communication Technology (ICT). The need of using them, especially when traveling, communicating with friends and family, information searching, working. In Bangkok, most tourists have never had used high technology like Virtual Reality (VR) or Artificial Intelligence (AI) because there are few tourism places where have this technology. Therefore, smart urban tourism is significant for the country's development which reaches to attract more tourists to the country by creating their satisfaction from the smart technology.
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    The factors affecting customer satisfaction and repurchase intention: a case study of Bubble Tea in Bangkok, Thailand
    (Bangkok : Assumption University Press, 2022) Narutm Eksangkul ; Chompu Nuangjamnong
    The purpose of this study is to examine the factors that influence customer satisfaction and repurchase intent using Bubble Tea as a case study in Bangkok, Thailand. The following are the objectives of this research, which include each variable: (1) Identify the effect utilitarian value has on customer satisfaction. (2) To examine the relationship between perceived value and customer satisfaction. (3) To determine how product quality affects customer satisfaction. (4) To examine the relationship between hedonic value and customer satisfaction. (5) To ascertain the effect of knowledge of customer satisfaction on repurchase intent. (6)To ascertain the effect of utilitarian value on the intention to repurchase. (7) To ascertain the effect of knowledge of hedonic value on repurchase intention. The sample (402 respondents) was collected from online questionnaires by using convenience sampling technique. The data were analyzed by using multiple linear regression to confirm the hypotheses testing. The results revealed perceived value, product quality, hedonic value has significant effect on customer satisfaction while utilitarian value has non-significant effect on customer satisfaction. For repurchase intention, the findings revealed that utilitarian value and hedonic value have significantly effect on repurchase intention in bubble tea.
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    Factors affecting customer satisfaction, trust, and repurchase intention towards online streaming shopping in Bangkok, Thailand A Case Study of Facebook Streaming Platform
    (Bangkok : Assumption University Press, 2022) Nattida Laosuraphon ; Chompu Nuangjamnong
    The purpose of this study targets to gain a deeper insight regarding customer satisfaction, trust, and repurchase intention towards live shopping on Facebook Live. This study applied Multiple Linear Regression to determine the factors affecting customer satisfaction, trust, and repurchase intention towards online streaming shopping on the Facebook platform. The study’s independent variables are price, perceived product quality, reputation, and perceived enjoyment. The dependent variables include customer satisfaction, trust, and repurchase intention. The questionnaire was distributed online to Thai people who live in Bangkok and have shopped through Facebook Live. Three hundred ninety-five respondents fit the required criteria collected by adopting convenience sampling, snowball sampling, and purposive sampling. This study showed that three out of four independent variables significantly affect customer satisfaction: perceived product quality, reputation, and perceived enjoyment, excluding price. Moreover, customer satisfaction and reputation substantially influence trust. Meanwhile, perceived enjoyment, customer satisfaction, and trust significantly impact repurchase intention. The researcher suggests that it is important to ensure the quality of the product sold, build trust between the platform and customers, and create an enjoyable shopping experience to encourage repeat purchases resulting in long-term profitability.
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    Factor influencing green food purchase intentions and health consciousness during COVID-19 pandemic in Bangkok, Thailand
    (Bangkok : Assumption University Press, 2022) Satreerat Katpia ; Chompu Nuangjamnong
    The study examines the variables that influence attitude, subjective norm, perceived behavioral control, and the impact of COVID-19 on green food purchase intention and health consciousness during COVID-19 in Bangkok, Thailand. The study proposed exploring the factors that affect green food purchase intention and health consciousness by using the secondary data method of archival research. This study initiated a unique conceptual framework by combining four frameworks from previous studies. The researcher uses the non-probability sampling method by applying convenience sampling, snowball sampling, and purposive methods with a sample size of 447 as the target respondents. The statistical software in social science was used to analyze and collect data. Moreover, the findings of this research indicate that independent variables of health consciousness, attitude, subjective norm, perceived behavioral control, and impact of COVID-19, only perceived behavioral control was not statistically significant to influence green food purchase intention. After the descriptive analysis and linear regression analysis, the results showed that attitude, subjective norm, health consciousness, and impact of COVID-19 positively influenced green food purchase intention. Thus, the perceived behavioral control negatively toward green food purchase intention, which means all variables accepted perceived behavioral control significantly influenced green food purchase intention.
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    Factors affecting customer satisfaction with online food delivery application during the COVID-19 outbreak in Bangkok: a case study of top three applications
    (Bangkok : Assumption University Press, 2022) Pornsuda Bunarunraksa ; Chompu Nuangjamnong
    This research aimed to determine the factors that affect customer satisfaction with online food delivery application (OFDA) during the COVID-19 outbreak in Bangkok, which study the top three applications (FoodPanda, LineMan, and GrabFood). The sample estimate of 434 respondents was drawn from an online questionnaire using non-probability sampling, which is a method that involves non-random selection based on convenience and ease of data collection. The respondents will be screened based on the research objective so that the sampling will be accessible. After compiling the data, it used Multiple Linear Regression to analyze, prove, and indicate hypotheses’ relevance. This research found that environmental quality, convenience motivation, perceived price, promotion and discount, online tracking, and transaction significantly affected online food delivery applications during the COVID-19 outbreak in Bangkok. Moreover, the researcher should examine specific online food delivery applications (OFDA) to identify customer satisfaction clearly, and issues with each specific online food delivery application (OFDA) since the summary from this research may be known only from customers’ perspective in Bangkok.
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    Urban transformative tourism: a case study of Dali city, China
    (Bangkok : Assumption University Press, 2022) Li, Jie
    Tourism has become a rigid demand for many people, tourists on the tourism experience or consumption is no longer limited to the consumption of natural scenery sightseeing or shopping malls, the needs of tourists are also constantly changing, ethnic culture, ancient cities, walking tourism, religious pilgrimage, pastoral scenery and other tourism products are more and more loved by young people, and China's Dali, with a unique geographical environment, a long history and culture, is a tourist city inhabited by ethnic minorities, there are conditions and environments to carry out these tourism projects. When tourists come to Dali, there will be changes by experiencing these tourism programs, and these changes will often have an impact as tourists travel longer. In order to explore the specific changes and reasons for the development of Tourism Projects in Dali, this study sets four research objectives: to understand the impact of Dali's unique culture and lifestyle on tourists. Learn about the specific shifts travelers make after their visit. Analyze the macro and micro factors that make visitors transformative. Discuss how to develop transformative tourism projects in Dali. Through visiting tourism practitioners, learn about the specific measures taken by Dali to develop transformative tourism projects. Through the study, it was found that tourists will have a change after staying in Dali for a period of time, which is mainly reflected in the change of lifestyle, value concept, and is positive. Based on Dali's tourism resources, the implementation of the Transformative Heart Tourism Project in Dali is sustainable, but it also requires cooperation and collaboration between different departments.
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    Sustainable scenic tourism: a case study of Changchun city, China
    (Bangkok : Assumption University Press, 2022) Lu, Ruoyi
    With the outbreak of Covid-19, tourism industry all over the world has been affected, and the concept of sustainable development is especially important in this special period. This paper takes Changchun scenic area as the research object, conducts sustainable development research, analyzes and summarizes the problems in the sustainable development of Changchun scenic area tourism and puts forward targeted suggestions, which can provide practical reference for the sustainable development of Changchun scenic area tourism. In this study, 10 tourism practitioners, including 6 managers and 4 scholars, were selected for interviews from February 28 to March 14, 2022 using the purposive sampling method, through whom the current situation and main problems of the development of scenic tourism in Changchun were known. Finally, combining with relevant research results, targeted strategies and suggestions are proposed to promote the sustainable development of scenic tourism in Changchun. The main conclusion of this paper: the concept of sustainability is the guideline for the development of scenic tourism in Changchun under the epidemic, incorporating different tourism projects, diversified promotion programs, detailed personnel training strategies and careful ecological environmental protection into the overall planning of scenic areas to achieve the goals of unified management, comprehensive protection, scientific development and sustainable management.
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    Factors influencing online repurchase intention in Thai popular e-Commerce platform
    (Bangkok : Assumption University Press, 2022) Mitchev, Tzvetan ; Janda, Julian ; Chompu Nuangjamnong
    The purpose of this study is to explore the influence of perceived ease of use, enjoyment, customers’ satisfaction, trust, and online shopping experience on online repurchase intention in Thai popular e-Commerce platforms. This study is designed and analyzed perceived ease of use, enjoyment, customers’ satisfaction, trust, and online shopping experience toward online repurchase intention in Thai popular e-Commerce platform by using secondary data analysis and an archival study approach which has been using three frameworks from previous studies to create a new conceptual framework. Research design, data and methodology: The samples (422 respondents) were collected from an online questionnaire by using convenience sampling, snowball sampling, and purposive sampling to collect data from target respondents. After gathering the data, the study was analyzed by using simple and multiple linear regression in order to confirm and show the significance of the hypotheses. Results: The results explicated that perceived ease of use presented the strongest influence on online purchase intention in Thai popular e-Commerce platforms follow by enjoyment, customer satisfaction, trust, and online shopping experience respectively. Meanwhile, when focusing on the influence of online shopping experience on trust, the result of this study revealed that there has a significant effect of online shopping experience on trust. Conclusions: The research findings have met research objectives. Therefore, it is recommended that the system administration and system development of e-Commerce should pay attention on update the contents, products information, layout, secure transaction to increase online repurchase intention. Research Limitations: The limitations of this research paper are that it is specifically focused on Thailand and consumers living in Thailand. Therefore, the findings that result from this research might not apply to other countries around the world and will only represent the situation in Thailand.
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    Factors influencing tea consumer behavior in China: a case study of Liupao tea of Wuzhou in Guangxi
    (Bangkok : Assumption University Press, 2023) Minggui Zhou ; Chompu Nuangjamnong
    China boasts a diverse tea culture, being the world's largest tea producer, consumer, and exporter. As China's economy grows, and living standards improve, the demand for tea continues to rise, making it a critical product for marketers to understand. The purpose of this study is to identify the factors that influence consumer behavior towards Wuzhou Liupao Tea and provide recommendations for its development and marketing. Data was gathered through a consumer behavior survey, and 392 complete responses from Liupao tea consumers were analyzed using the JAMOVI program. The research results indicate that price, education, perceived culture, healthiness, and pecuniary condition are crucial factors positively impacting consumer behavior towards Liupao tea. As such, it is recommended to highlight these factors in marketing and promotional activities, including tailored pricing strategies, educating consumers on the product's health benefits, acknowledging the diversity of consumer cultural perspectives, emphasizing Liupao tea's health benefits, targeting consumers with good economic conditions, and providing more affordable choices for low-income groups. These suggestions could help Liupao tea producers and marketing personnel to enhance product competitiveness, expand market share, and provide policymakers with valuable insights for relevant policy formulation.
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    Online marketing and advertising impact consumer behavior toward purchase intention in online shopping
    (Bangkok : Assumption University Press, 2023) Wo Wilaiporn Kongkaew ; Ko Ko, Myint Zu ; Chompu Nuangjamnong ; Kitikorn Dowsiset
    Purpose – The purpose of this research is to investigate the relationship that social media marketing and advertising impact on purchase intention in Bangkok, Thailand. Design/Methodology/Approach - This research is using secondary data analysis and an archival study approach to investigate the factors that how online advertising and marketing have an impact on purchase intention through customer behavior, product awareness, and customer satisfaction. The data was gathered from 390 respondents who have ever used online shopping in the last two months. Moreover, this research adopted three theoretical frameworks from previous studies to construct a new conceptual framework. Findings - This research examined the influence of online advertising and marketing impact customer behavior toward purchase intention in online shopping. The finding of the research revealed that online advertising and marketing have an impact on product awareness and customer satisfaction. Moreover, the strength of the relationship between online advertising and marketing and customer satisfaction is stronger than that between online advertising and marketing and product awareness. However, there was no relationship between customer behavior, product awareness, and customer satisfaction do not have an impact on purchase intention in online shopping. Research Limitations/Implication - There are some limitations to researching the influence of online advertising and marketing on customer behavior towards purchase intention in online shopping due to time and budget constraints. Moreover, this research is conducted only in Bangkok and collected data from 390 respondents as a sample size of the whole Bangkok population. So, this study may not be completely applicable to people from the whole population of Thailand and in other countries and different periods. Originality/value - This research is about how online advertising and marketing impact on customer behavior towards purchase intention in online shopping.
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    Factors influencing online hotel booking intention of individual tourists in Bangkok
    (Bangkok : Assumption University Press, 2023) Thanatnun Anutarawaykin ; Jutamas Joysa ; Chanthapa Li ; Chompu Nuangjamnong
    Purpose - The purpose of this research is to analyze the significant influence of price, privacy and security, online reviews, perceived value, trust toward online hotel booking intention. Design/Methodology/Approach – The research employs primary and secondary data collection methods to conduct an analysis among factors influencing online hotel booking intentions. The data was collected among 384 respondents traveling within two Airports of Thailand (AOT) located in Bangkok. This research referenced three theoretical frameworks from previous studies for conducting a new conceptual framework. Findings – This research is intended to investigate factors influencing online hotel booking intentions. Followed by the findings of this research represented price has a significant influence to perceived value. Privacy and security along with online reviews, which have relationships toward Trust. Lastly, perceived value and trust directly influence online hotel booking intentions. Research Limitations/Implications - The limitations of the research displayed several elements limit among factors influencing online hotel booking intention of individual tourists in Bangkok. The scope of this study focused only on booking intentions of tourists who are traveling individually. Moreover, this research focused on the arrival of tourists in Bangkok so it may not be applicable for different nations. Although, diversity of tourists and geographic categories would have different consideration points toward their decision to book the hotel. Originality/Value – This research focuses on significant factors influencing online hotel booking intentions.