Browsing ABAC Journal: Vol. 42 No. 1 (January - March 2022) by Issue Date
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ItemMixed method: antecedents of online repurchase intention of generation Y towards apparel products on e-commerce in ThailandThe aim of this study was to find the relationships between brand leadership, trust, enjoyment, ease of use, customer satisfaction, and repurchase intentions, of Thai generation Y consumers regarding apparel products in e-commerce in Thailand. Additionally, a set of new sub-variables for brand leadership based on Thai culture were developed for this mixed method research and associated factor analysis. Both quantitative and qualitative methods were used in developing the research instrument and collecting data, including a survey technique and 4 focus groups. The survey sample of 605 individuals consisted of Thai generation Y customers who have experience in purchasing apparel from 3 popular e-commerce applications. Non-probability sampling including a convenience sampling technique was applied to collect the data. Factor Analysis, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) were used to analyze the collected data. The results showed that enjoyment, ease of use, and brand leadership have statistically significant relationships with customer satisfaction, while trust and customer satisfaction did not have any statistically significant relationship. In addition, all variables had statistically significant relationships with online repurchase intentions. Five dimensions of brand leadership were found in this study, named as quality, value, innovative applicability, product benefit, and innovative functionality.
ItemUsing the AHP method to evaluate laundromat store location selection: a case study in Bangkok Metropolitan RegionConsumer behaviors are changing fast as everyday life is becoming more and more competitive. For this reason, the lifestyle of living has changed to a more urban society, especially in the Bangkok Metropolitan Region. People who live or work in an urban society, tend to be often in a hurry. This is the reason why many people have become increasingly interested in using laundry services. The key to success in business will always depend on many key factors. One of these is the location selection factor. This study investigates the selection of a suitable location for opening a laundry shop in the Bangkok Metropolitan Region via a multi-criteria decision process (Multi-Criteria Decision Making: MCDM) analyzed using the Analytic Hierarchy Process (AHP). It was found that the top nine important criteria were 1) population density, 2) average housing prices in the area, 3) number of parking spaces, 4) rental fees, 5) number of competitors, 6) ease of access, 7) surrounding environment, 8) distance from the main road, and 9) distance from schools and universities. Four locations were selected for the study, namely Chatuchak District, Soi Phahonyothin 24; Bang Khen District, Phahon Yothin Road; Bangkapi District, Soi Ramkhamhaeng 24; and Lat Krabang District, Soi LatKrabang 46. From the study, it was found that Soi Lat Krabang 46 was the best alternative for setting up a laundromat store.
ItemDesigning an organization development model for co-creating inclusive organizations(Bangkok : Assumption University Press, 2022) Fernando, Maria Socorro C. L.The aim of this research was to design an organization development model for co-creating inclusive organizations. Data was collected using an online structured questionnaire and interview protocol. The nine informants and 71 respondents worked at various job positions with multi-national companies based in Thailand. The 71 respondents were selected using non-probability random sampling, while purposive sampling was used to identify the nine informants. The quantitative data analysis utilized Pearson Correlation, Paired Sample T-test, and Priority Needs Index Modified (PNI mod), while the qualitative data analysis of the interview data utilized content analysis. The quantitative findings revealed significant relationships between the variables (p < 0.01). Results of the paired sample statistics revealed that only the paired samples of workplace inclusion and psychological safety obtained a significant mean difference, with significance values of .005 and .001, respectively, while the order of priority needs of the constructs showed psychological safety, workplace inclusion, perceived organizational support, innovation in the workplace, and self-efficacy, to have the respective order of priority. The qualitative data analysis resulted in three themes consisting of diversity, inclusive culture, and inclusive management. The research findings were used to design the model entitled “Co-creative Organization Inclusion” with three components, namely Component 1: Co-creative organization inclusion through representation that leverages individual & team potential; Component 2: Co-creative organizational inclusion by top-management championing representation; and Component 3: Co-creative organization inclusion through a supportive and collaborative culture.