AU Virtual International Conference Entrepreneurship and Sustainability in the Digital Era
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ItemA model for evaluating online game players: a study of enjoyment, interaction, flow experience, and motivation towards attitude and intention behavior in ChinaThe purpose of this research is to findthe factors that affect Chineseonlinegameplayers. Thevariablesof this studyare human-game interaction, utilitarian motivation, hedonic motivation, flow experience, perceived enjoyment, attitude, and intention. By studying these variables, to understand the needs of Chinese online players, and to promote the development of online games. The researchers observed these variables and developedfour hypotheses to determine the influencing factorstowards attitude and intention behavior. The researchers focused on Chinese online game players who play"League of Legends". The researchers collected the data from 320respondents by usinga questionnaire surveythroughtwo large-scale communication platforms in China. The first platform is the official forum of "League of Legends" in China, and the second platform“QQ” whichis the mostpopulargame social softwarein China. The researchers used convenience sampling and judgmental sampling to collect the data. Moreover,descriptive statisticsis usedto provide average and demographic percentages.Besides, the researchers use inferential statistics to test the hypotheses.All data areanalyzed using statisticalsoftware, and linear regression analysis such asmultiple linear regression to find the most significant factors affecting players’ attitudes and intentions. The results showedthat human-game interaction has a significant positive correlation with utilitarian motivation and hedonic motivation. Utilitarian motivation, hedonic motivation, flow experience, and perceived enjoyment have a positive impact on the player’s attitude. However, flow experience, perceived enjoyment, and attitude have no influence on the intentions of online player.
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ItemThe impact of consumers’ satisfaction and repurchase intention on E-commerce Platform: a case study of the top three E-commerce in BangkokThis study is proposed to determine factors impacting Consumers’ Satisfaction and Repurchase Intention on the E-commerce Platform in Bangkok, Thailand. The objectives of this research also to determine the impact on consumers’ satisfaction on repurchase intention, the impact of different genders and age groups on consumers’ satisfaction and repurchase intention, and to determine the consumer behavior towards E-commerce after the COVID-19 pandemic. The study is a quantitative research with several testing such as Cronbach's Alpha, Descriptive and Inferential Statistic to analyze the reliability of questionnaires and test hypotheses. The questionnaires were distributed to 400 samples who are Thai, live in Bangkok and have purchased online in the past six months. This study used a non-probability purposive sampling technique for data collection. In this research, the results presented that consumer behavior towards E-commerce after the COVID-19 pandemic is like to be changed. The most influencing factor impacting consumers’ satisfaction on the E-commerce platform was platform quality, perceived value, perceived brand popularity and perceived innovativeness respectively at a significant level of 0.05, which further impacts the repurchase intention. Different age groups have different impacts on consumers’ satisfaction and repurchase intention.
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ItemExploring factors influencing training effectiveness toward job performance of Five Stars Hotel in Bangkok: a case of ABC HotelThe researcher explores factors influencing training effectiveness toward job performance of Five Stars Hotel in Bangkok: A case of ABC Hotel. The methodology of the research integrated both quantitative and qualitative analysis. The research finding from quantitative analysis illustrated the most critical factors influence training effectiveness which are transfer knowledge and organization support. From qualitative analysis, not only these two variables critical influencing training effectiveness, but also develop needs awareness and motivation to learn among these employees. The statistical used of quantitative analysis are Pearson’s Correlation, Simple Linear Regression, Multiple Linear Regression ,One-way Anova and interview as a qualitative analysis.
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ItemAn investigation on the influence of service quality, trust, satisfaction on online repurchase intention and willingness to recommend in ChinaOnline shopping is becoming more and more common for Chinese customers. Although China has shown the widespread use of electronic networks and information, there are still doubts about the factors influencing the intention of repeat purchase and recommendation. The purpose of this study is to research the factors affecting of service quality, trust, satisfaction on online repurchase intention and willingness to recommend in China to collect data, 451 questionnaires were distributed to Chinese using Jingdong shopping platform website to purchase products/services online from September 2020 to October 2020, and 51 cases were removed, and there were 400 respondents left, which occupy 88.7% as a usable data set. Furthermore, Pearson's correlation coefficient, and descriptive statistics were applied to test the influence. Through purpose and convenience sampling techniques, non-probability is applied to collect data from sampling units. Five-point Likert was designed to explore the instrument. In addition, statistical analysis outcome displayed that “service quality” is significant influence on trust, “service quality” and “trust” are significant influence on satisfaction, “trust” and “satisfaction” are significant influence on repurchase intention, and “satisfaction” and “repurchase intention” are significant influence on willingness to recommend. However, “service quality” is not influence on repurchase intention, and “trust” is not influence on willingness to recommend.
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ItemHandling Covid-19 pandemic crisis to sustain the hotels businessCrisis management is a necessary factor in successful digital tactics. In the crisis period, the hospitality industry needs to think wisely to develop a prevention plan quickly, communicate with employees and guests, and make critical shifts to successful revenue management and digital strategy. The study aims to understand the impact of Covid-19 on the hotel industry and to summarize how hotels handle with this pandemic situation. As well as, this study is focusing on what kind of prevention that hotels use to handle with Covid-19 pandemic, what are the recovery process and plan that hotels use to sustain the business after the crisis, and what strategies hotels applied to manage within the organization. The researcher chose a qualitative method with an in-depth interview to collect information from asking 15 questions. The data was collected from eight hotels based in Bangkok and Chonburi province with nine managers. The collection data doing were done from June 22, 2020 to July 8, 2020. The Thematic Analysis technique was applied to analyze. According to this study, the researcher found that Artificial Intelligence is very helpful for back of the house of hotel for productive, validity and capacity and Keep in touch to customer is very necessary to remind them and not forget them. They will feel impress with every massage, email, and call from hotels.
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ItemAdaptation of work from home or anywhere in the hospitality and tourism industry in Yangon and Mandalay, MyanmarDue to the COVID-19 epidemic, every country announced the lockdown, travel restrictions, social distancing, curfew and stop gathering the people to prevent the spreading virus. The national government of Myanmar announced this policy in the month start of April 2020. Because of that policy, all of the business industry has to change its operation method. This study aims to know about the impact and challenges of work from home or anywhere and this method can be adapted in the hospitality industry or not. This research conducted a qualitative method and data was collected by using purposive sampling, in-depth interviews with 9 managers, and 1 employee from both of the destination Yangon and Mandalay hotels. The thematic method was used to analyze the data by coding the key information from the interview transcripts. This study finds that the people who work in work from home or anywhere method they got the opportunity to learn new things and leisure time not only that they also facing the problem of cannot working well like office and unbalancing work and live performance. The most challenging part of them is a technology and cannot bring out the data information from the organization. So, the people who work at hospitality industry is not easy to do work from home or anywhere like other organization and still need to go office also have to serve the customer with the human touch, warming and welcoming. Therefore no one thinks that working ways can be adapt but no one knows about the future.
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ItemA studyon the impact of COVID-19 crisis on three-four star hotels in MyanmarThe study aims to understand how three stars and four stars hotels in Myanmar survive during COVID-19 outbreak and impact of COVID-19 crisis on three stars and four stars hotels in Myanmar. The researcher used qualitative analysis methods, by semi-structured in-depth interviews, collected raw datafrom sixteen local guests, one long-stay foreigner and five hotel managers in Mandalay and Muse during May to August 2020. To analyses the data, the study used thematic analysis method. The findings of the study are that all three-star and four-star hotels in Myanmar follow safety instruction and internationally-accepted safety standard to ensure the health, safety and well-being of the hotels’ guests and employees. Hotels were using hospital-grade disinfectants and disinfected common area inside the hotelthree times a day. Hotel staff are requested to wear a face shield, mask, gloves and PPE suit. From the guest’ perspective, every hotel at least had to implement WHO protocols because they have high expectations of hygiene, cleanliness and safety before and during their stay. It is believed that by being able to identify a crisis situation and determine a positive management response, the Myanmar hotel industry has indeed learned its lessons on how to cope with similar situations in the future.
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ItemThe changing face of Thai tourist decision-making and, consumption responses and behavioral changes post-COVID 19The global pandemic “COVID 19” has created a crisis by crippling the whole world, nations in it, and its living beings as well. During this pandemic, many Thai Tourists were affected which brought a change either demographically, through psychographic, or brought upon behavioral changes. People got affected by this problem and it has put fear inside many Thai consumers for them to travel back again. This research aimed to understand the Thai tourist nature of traveling post-COVID, including the understanding of Thai consumers' feelings and expectations to travel back again. The researcher used a mixed-method mostly focusing on the qualitative data through an in-depth interview with 11 participants and a short online survey was distributed among 17 participants to understand on what level in-depth interview provides clarity. In-depth interview results were analyzed with thematic analysis and quantitative data were analyzed with google form graphs. Results showed that Thai tourists believe the tourism sector for inbound and outbound will be booming again but it all depends on the act of tour operators, government, and the local community. This study will be helpful to understand the expectations, needs, and interests of consumers and what precautions should be taken to make Thai again post Covid-19.
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Item“Travel stress and stress-coping strategies adapted by international tourists and travel organization’s awareness in Bangkok”As the Tourism is increasing globally with the rise in number of International tourists every year where travelling has become an inseparable part of lifestyle but the fact cannot be ignored that it may actually cause stress, and rise in anxiety and tension at different phases of travel which may cause negative experience among International tourists. Thus, this study will contribute to the knowledge of source of travel stress, destination factors and how tourists coming to Bangkok manage and reduce it. As the awareness about the travel-related stress is still less so it is necessary to know what the role of travel organizations is in dealing with tourist’s stress problems in Bangkok. Qualitative research method is used for the collection of data and in-depth, semi-structured interviews were conducted during 28th February 2020 to 6th March 2020 with 10 International tourists and 2 travel organizations in Bangkok and for the data analysis constant comparison method was used. Results indicate that travel-related stress arises at the initial stage, which is pre-trip phase, continues with during trip phase, at destination and ends with post trip phase. The stress coping methods adapted by International tourists are social support, relaxation, entertainment, meditation, management of trip, and destination activities such as enjoying nightlife in Bangkok. Also, this study reveals that travel organizations provide destination knowledge, safety measures, travel alternatives, guidelines to staff, address complaints, offer compensation, to help tourist prevent from stressful situation in Bangkok.
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ItemThe challenges of MICE industry after Covid-19 in MyanmarSince the outbreak of the covid-19 has started globally, there are a lot of disruptions in tourism business. Travel, tourism, hotel and MICE (Meetings, Incentives, Conventions and Exhibitions) industry are facing immense challenges at present. Especially Myanmar is the developing country and business growth is still growing. Epidemic causes hundreds of events cancelled all over the world, and wakening to news of cancellations or postponements. MICE industry required to reconsider the options and to balance the priorities of upholding the health and safety of staff, sponsors, and attendees which is necessary to meet financial obligations and minimizing the losses caused by disruption. This research is a qualitative study and the purpose of the study is studyingthe challenges of the MICE business that will need to face during the recovery process. The aim of the study is to point out what is affecting the MICE industry during the crisis and what will be awaiting future for the MICE travel to step forward like other travel. In-depth interview is conducted with 9 managers of the hotels and DMCs from both of the destinations Yangon and Mandalay for investigation and analysis the role of each in the MICE industry. The thematic analysis method is used in this research to analysis the data. The study finds out that it is important to survive the situation with no revenue and the effective recovery plan. After the crisis, the collaborative strategies will be supportive for the future tourism industry in Myanmar. The study points out how the issue of social distancing impacting on the MICE products. This study will be helpful for MICE business crucial need to encourage tourism operators to involve with crisis preparedness and disaster-management strategies and it is important to increase a better understanding of the consumer response to disastrous event by all components of the value chain.
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ItemThe mediating role of adjusted expectations in the relationship between customer satisfaction and online repurchase intention of sportswear retailers in the UK(Assumption University Press, 2020) Rithavee Plikarnon ; Piyathida Praditbatuga ; Santhiti TreetipbutThis research aimed to identify the influence of customer satisfaction on customersonline repurchase intention, and a mediator linking to the relationship between customer satisfaction and repurchase intention of sportswear retailer in UK. The target populations of this study were Customers of online sportswear retailer in UK. The study employed the questionnaire method as a tool to collect data from 106 respondents. Single linear regression analysis was used to identify the influence of customer satisfaction on customersonline repurchase intention, and a mediator linking to the relationship between customer satisfaction and repurchase intention. Result of hypothesis prove that customer satisfaction influence online repurchase intention [R2= .328, F = 50.220, p < .001]. Secondly, customer satisfaction influences adjusted expectations [R2= .271, F = 38.354, p < .001]. Lastly, adjusted expectations influence online repurchase intention [R2= .366, F = 58.907, p < .001]. In order to increase sportswear online customers and theirrepurchase intention, the retailers should focus on improving the level of customer satisfaction and adjusted expectations towards onlinepurchase.
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ItemSmall tourism enterprises sustain and plan their businesses during COVID-19 in BangkokAs the epidemic spreads around the world, it seriously affects the global economy and tourism. The COVID-19 outbreak is sudden and there is no knowing when it will end. Keeping an angular distance is an effective way to avoid the spread of the virus, which has also led to the shutdown of the tourism industry and confusion among travel workers about the future. This article will explore how small tourism enterprises can respond and plan to maintain their survival in the context of COVID-19. In qualitative research, non-probability purposive sampling technique, depth interview and open questions were used to collect data. In this paper, constant comparison analysis method was used. Small enterprises had virtually no business during the epidemic, and not all of them were able to get government help because of the large number of small businesses. Small enterprises should have the initiative to find their own way to survive. Small enterprises are highly flexible and can adjust their strategies quickly to the situation.
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ItemImportance and performance analysis of distance education for radio and television university of China studentsin ChinaThis study aims to measure students’ perception on importance and performance of Radio and Television University of China (RTUC), with intention to help improve the university’s business. Student satisfaction is one of the important indexes of university ranking, and it is also an important reference index when students choose university. As a radio and television university, its students are mainly adults who have entered the social work, students in order to be more competitive in the workplace to promote the continuing education of academic qualifications. Unlike full-time students who are influenced by a variety of factors, adult students will focus on student satisfaction when choosing a school, so improving college satisfaction is important for RTUC enrollment, and studying the impact criteria of different variables on student satisfaction can help RTUC improve student satisfaction and thus better help universities attract students to enroll. Variables effecting RTUC’s students’ satisfaction in the distance education industry of china includes eight attributes: they are, RTUC’s general service, registration guide, tutorial, practice, learning material, examination, media, and, cost/value for money. Survey conducted on RTUC’s 401 students via questionnaire of 44 questions finds no significant difference between their perceptions on importance and performance of all variables. This is a research use quantitative method and use important and performance analysis to evaluate the result.
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ItemFactors influencing customer satisfaction in the airline industry: the case of M Airways(Assumption University Press, 2020) Thidarat Tangthaweetham ; Piyathida Praditbatuga ; Santhiti TreetipbutThis research is aimed to determine whether service quality, in terms of airline tangibles, terminal tangibles, personnel, empathy, and image, influences customer satisfaction towards M Airways. Sample of this study was first, and business passengers of M Airways. The study employed the questionnaire method as a tool to collect data from 100 respondents. The Multiple Linear Regression (MLR) analysis of image, terminal tangibles, airline tangibles, empathy, and personnel have proven to be statistically significant in influencing customer satisfaction [r2 = .502, Adjust r2 = 0.476, F = 18.978, p = .000]. Moreover, image had the strongest influence on customer satisfaction, followed by terminal tangibles, airline tangibles, empathy, and personnel, respectively. Therefore, if M Airways would like to increase its level of customer satisfaction, it has to focus most on improving the level of positive perception on the airline image, followed by terminal tangibles, airline tangibles, empathy, and personnel, respectively.
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ItemAn empirical research on factors influencing customer satisfaction and behavioral intention to repurchase towards fast food restaurant in Dhaka, BangladeshThe purpose of this research is to investigate the factors influencing customer satisfaction and behavioral intention to repurchase of customers towards KFC restaurant in Dhaka, Bangladesh. Empirical testing is conducted to deduce the result of this research. Data were collected from 450 respondents who have/had dining experience at KFC restaurant Dhaka, Bangladesh by using self-administered questionnaire. Multiple Linear regression (MLR) method was used for analysis and SPSS software was used to interpret the result. The researcher used judgement, quota, and convenience sampling to deduce the target population and location. It was revealed from the study that service quality in terms of tangible, reliability, responsiveness, assurance, and empathy has no significant influence on customer satisfaction. Perceived value in terms of hedonic and utilitarian value, price, food quality, physical environment quality has significant influence on customer satisfaction. Utilitarian value is a better predictor of customer satisfaction because of high beta value. Price, customer satisfaction and perceived value has significant influence on behavioral intention to repurchase. Customer satisfaction is a better predictor of behavioral intention to repurchase because of high beta value.
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ItemThe influence of family resource, family stress, money attitudes, self-control towards materialism: the case of generation Y in Bangkok MetropolitanNowadays, the population of generation Y most likely drives the consumer market. Hence scrutinizing their behavior’s consumer toward their money attitudes and materialism has become more critical. The researcher has ultimate purposes of determining and investigating the behavior of generation Y toward money attitudes, which in turn affect materialism. Research findings show that how family resources received during childhood, perceived stress from disruptive childhood and self-control are influencing the varied impact on Materialism and Money Attitude dimensions. This sample surveyed n=412 Thai Generation Y (1980-1997) in Bangkok Metropolis to examine whether family resources received during childhood, perceived stress from disruptive childhood, money attitudes and self-control affect Thai Generation Y Bangkok Metropolis’s life-course. This study founds perceived stress from disruptive childhood family have certain impacts on later-life of money attitudes. Money attitudes also affect to materialism as well as the current Self-Control behavior has significant effects on materialism.
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ItemThe influence of investment knowledge and risk perception on mutual fund choices among Millennials investors in Bangkok metropolitan areaMutual funds are one of the simplest investments and are considered a ‘gateway’ investment for new investors, which should make them ideal for new investors such as younger Millennials. It is more diversified portfolios in many sectors than direct investment in one sector. This research paper focused on investment knowledge and risk perception on mutual funds investment among Millennials investor which is largest population in Thailand . The research done have been collected from 427 Millennials mutual fund investors in Bangkok. The objective of this study was to investigate the effects of investor characteristics on investor knowledge, investor anxiety, risk-taking propensity, and risk aversion on the choice of mutual funds. Descriptive statistics showed that most of investors making transaction via mobile application and relying on online social media for source of information. Moreover, they had moderate investment anxiety and low to moderate risk-taking propensity, along with moderate investor knowledge and risk aversion. The result of logistic regression was investment knowledge only effects to equity fund investment. Investment anxiety effects to fixed income investment. In term of risk taking effects to money market fund and equity fund, while risk aversion only effects to equity fund. Finally, none of the factors had an influence on REIT, balanced funds and FIF.
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ItemFactors affecting intention to purchase decision energy drink in ThailandThe energy drink business is fastest-growing product category in the beverage market. Refer to globalization, energy drink products are market as an alternative to carbonated products, and it is the opportunity switch from carbonated product to energy drink category in over the last few years. In Thailand perspective, the energy drinks industry grew at a CAGR of 5.8% between 2018 and 2019, THB 22.1 billion in terms of sales value (AC Nielsen, 2020), and there are many companies in this market. Therefore, this market is very competitive and there are various factors affect intention to purchase decision energy drinksin Thailand. The main purpose of this study was to identify factors affecting intention to purchase decision energy drinks in Thailand. The questionnaire was distributed to people who are Thai about 400 participants. Moreover, convenience sampling, which is a non-probability sampling method, is used for the sampling procedure with analyzing the level of impact toward independent variables (product, price, place, promotion, and subjective norm) to the dependent variable (purchase decision). The results of this research indicated that three independent variables, which are product, promotion, and subjective norm, had significantly affecting intention to purchase decision energy drink in Thailand. Therefore, the energy drink business should focus more on the product, promotion, and subjective norm, which creates more attracted to purchase the product.
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ItemThe impact of transformational leadership styles on employee engagement in a sugar(Assumption University Press, 2020) Wichian Srichaipanya ; Piyathida Praditbatuga ; Santhiti TreetipbutThe objective of this research is to determine the influence of transformational leadership styles on employee engagement of a chosen sugar factory. Quantitative survey research was conducted. A total of 230 sets of questionnaires were distributed to manufacturing employees in the sugar factory and 180 completed questionnaires were used for data analysis. The mean values indicate that manufacturing employees in the studied sugar factory agreed with transformational leadership styles (idealized influence with the mean value of 3.57, intellectual stimulation with the mean value of 3.55, inspirational motivation with the mean value of 3.52, and individual consideration with the mean value of 3.21). Manufacturing employees in the studied sugar factory were engaged with their job, with the mean value of 3.90. Results from Multiple Linear Regression analysis indicate that transformational leadership styles (idealized influence, inspirational motivation, intellectual stimulation and individual consideration) significantly influence employee engagement. Individual consideration has the highest influence on employee engagement (Beta = 0.205), followed by idealize influence (Beta = 0.145), intellectual stimulation (Beta = 0.027) and inspirational motivation (Beta = -0.096) respectively. The selected sugar factory should focus more on individual consideration in order to create more employee engagement. Two factors of transformational leadership styles that should also be more focused on are idealized influence and intellectual stimulation as they have positive influence on employee engagement.
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ItemAn empirical study of the impact of active leadership on employee’s job satisfaction in the Subcontractor Company(Assumption University Press, 2020) Jutharat Reungrit ; Piyathida Praditbatuga ; Santhiti TreetipbutThis research study examines the influence of transactional leadership components (contingent reward, management by exception (active), and management by exception (passive)) on employee’s job satisfaction among employees at KTK97 Subcontractor Company. Convenience sampling was used. A sample size of 300 respondents was drawn from employee who worked in KTK97 Subcontractor Company. Contingent reward was rated at the strongly agreed level, followed by management by exception (active) at the agreed level, and management by exception (passive) at the disagreed level.Simple linear regression analysis was used to test research hypotheses.It was found that among the transaction leadership components, contingent reward had a significant influence on job satisfaction while management by exception (active) and management by exception (passive) had no significant influence on job satisfaction.