AU Virtual International Conference Entrepreneurship and Sustainability in the Digital Era

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  • Item
    Factors impacting the continued use of social media: a case study of senior citizens in Bangkok
    (Assumption University Press, 2020) Yanisa Deeananlarp ; Chompu Nuangjamnong ; Kitikorn Dowpiset
    This study aimed to identify the factors affecting senior citizen users of social media in Bangkok, Thailand. The proposed of this research is also to determine the impact of user satisfaction on the continued use of social media. This study is quantitative research with several testing such as Cronbach's Alpha, Descriptive and Inferential Statistics to assess the reliability of the questionnaire analyze demographic information and testing the hypotheses. The surveys were distributed 400 sets to sample who are over 60 years old, live in Bangkok, and have used social media. The study results were the factor affecting on user satisfaction are utilitarian benefits and hedonic benefits at a significant level of 0.05, and further impacts continued use.
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    The impact of transformational leadership styles on employee engagement in a sugar
    (Assumption University Press, 2020) Wichian Srichaipanya ; Piyathida Praditbatuga ; Santhiti Treetipbut
    The 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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    Adaptation of work from home or anywhere in the hospitality and tourism industry in Yangon and Mandalay, Myanmar
    (Assumption University Press, 2020) Ei, Nway Nway ; Batra, Adarsh
    Due 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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    Handling Covid-19 pandemic crisis to sustain the hotels business
    (Assumption University Press, 2020) Suanghatai Trongjitraksa ; Batra, Adarsh
    Crisis 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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    A model for evaluating online game players: a study of enjoyment, interaction, flow experience, and motivation towards attitude and intention behavior in China
    (Assumption University Press, 2020) Wang, Yongshi ; Sirion Chaipoopirutana
    The 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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    Exploring factors influencing training effectiveness toward job performance of Five Stars Hotel in Bangkok: a case of ABC Hotel
    (Assumption University Press, 2020) Sirianong Buddeekham ; Somchai Tantasanee
    The 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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    The impact of consumers’ satisfaction and repurchase intention on E-commerce Platform: a case study of the top three E-commerce in Bangkok
    (Assumption University Press, 2020) Chonthicha Khanijoh ; Chompu Nuangjamnong ; Kitikorn Dowpiset
    This 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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    An investigation on the influence of service quality, trust, satisfaction on online repurchase intention and willingness to recommend in China
    (Assumption University Press, 2020) Liu, Jie ; Sirion Chaipoopirutana
    Online 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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    The changing face of Thai tourist decision-making and, consumption responses and behavioral changes post-COVID 19
    (Assumption University Press, 2020) Hassan, Saif ; Batra, Adarsh
    The 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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    Factors affecting the purchasing decision facial skincare products of working women in Bangkok Metropolis during economic recession period
    (Assumption University Press, 2020) Pusanisa Boonmangmee ; Preecha Methavasaraphak
    The facial skincare products were in group of convenience goods that customers would buy from their wanted not needed so can said that facial skincare products were unnecessary for life. However, the competition in the skincare business was very high. Consumer had a lot of choices to select. This research aimed to study about factors related and affecting purchasing decision facial skincare products of working women in Bangkok Metropolis during Economic Recession Period. The quantitative questionnaires were conducted and also distributed 400 sets of questionnaires to working women who worked or lived in Bangkok, Thailand which were ever bought facial skincare product within 10 months ago. The Statistical Package for Social Science (SPSS) were used to analyze the data there is three analyses which are descriptive analysis (frequency, mean and standard deviation), correlation analysis and multiple regression analysis.Literature review shown in six factors might be related and affected on purchasing decision consist of product quality, convenience place, promotion, brand, self-image and social norms. After analysis by descriptive analysis and multiple linear regression the result shown only two factors related and affect purchasing decision facial skincare products of working women in Bangkok Metropolis during Economic Recession Period that were product quality and brand. Which can explain that 36.9% (R2=.369) of the variation affect in purchasing decision facial skincare products of working women in Bangkok Metropolis during economic recession period. Others factors consist of convenience place, promotion, self-image and social norms did not had statistic significantly on purchasing decision of working women in Bangkok.
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    Antecedents and consequences of customer satisfaction and loyalty: an empirical study of popular cafe in Mandalay, Myanmar
    (Assumption University Press, 2020) Kyaw, May Thu ; Sirion Chaipoopirutana
    This research aims to examine the factors influencing customer satisfaction and loyalty towards the popular cafe in Mandalay, Myanmar. The researcher applied the factors, including perceived customer to employee interaction, perceived service quality, and perceived value. The sample size of this study is 400, and questionnaires are distributed at Mingalar Mandalay Complex. In this study, the researcher applied non-probability sampling methods, including purposive and convenience sampling techniques. The researcher also used the five-point Likert scale, designed as research instruments. To test the hypotheses, the researcher used both simple linear regression and multiple linear regression to analyze and calculate the data. Based on the research finding, the researcher found that perceived service quality significantly influenced perceived value and perceived customer to employee interaction, and perceived value significantly influenced customer satisfaction except for perceived service quality. Furthermore, perceived value and customer satisfaction significantly influenced customer loyalty.
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    Examining factors influencing brand loyalty towards fast fashion brand in Dhaka, Bangladesh
    (Assumption University Press, 2020) Antara Chowdhury ; Sirion Chaipoopirutana
    Today’s fashion market is highly competitive and the constant need to ‘refresh’ product ranges gives consumers endless options to choose from which is why brand loyalty plays an important role for business’s to retain their consumers. The purpose of this study is to examine factors influencing brand loyalty towards a fast fashion brand in Dhaka, Bangladesh. 400 respondents were applied in order to investigate the statistical treatment of the data. Data were collected by using survey questionnaires and both simple linear and multiple linear regression analysis were used to test the hypotheses. The results indicate that there is a relationship between each variable for brand loyalty. Among them, social media marketing in term of responsiveness has the strongest influence on value consciousness followed by brand consciousness. Also, brand personality has the strongest influence on brand loyalty followed by social media marketing and brand uniqueness. The findings of this research will be beneficial to not only Aarong but also for other fast fashion brands. It can support data which may help the fast fashion industry to modify and improve more effective and proficient marketing tools and business model based on the knowledge of the influences of the factors in this research in order to create brand loyalty and accomplish the ultimate goals of the organization.
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    The influence of family resource, family stress, money attitudes, self-control towards materialism: the case of generation Y in Bangkok Metropolitan
    (Assumption University Press, 2020) Sararat Thongbaisri ; Ekkachai Boonchuaymetta
    Nowadays, 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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    The influence of investment knowledge and risk perception on mutual fund choices among Millennials investors in Bangkok metropolitan area
    (Assumption University Press, 2020) Muktapa Leelapamornkit ; Thananporn Sethjinda
    Mutual 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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    An empirical investigation of factors affecting passenger’s repurchase intention towards low-cost airline in Thailand
    (Assumption University Press, 2020) Kathabhon Thanalerdsobhon ; Sirion Chaipoopirutana
    With the economic situation at this time, being able to generate some profits for the airlines is difficult. However, to be able to survive in this changing world is harder. As there are many competitions in the aviation industry in Thailand. Airlines are competing with one another either by price promotion, or cost. Many factors are affecting the world’s economy right now. For example, economic war between the united states of America and China, the appreciation of Thai Baht, the political problems, and others to be able to survive in this crisis, creating the factor of repurchase intention would be the solution to all the airlines. The motive of the study is to investigate the influence of affecting factors: service quality in terms of tangible factors, schedule factors, service provided by ground personnel, service provided by flight attendants, trust, brand image, perceived value, and customer satisfaction on repurchase intention towards one particular budget-airline in Thailand. The researchers gathered data from real passengers of the low-cost airline at Don Mueang International Airport and Suvarnabhumi Airport, Thailand. The sample size of this study is 409 respondents. The data is collected by the questionnaire distribution. Descriptive research with quota sampling, judgement sampling, and convenience sampling under non-probability was applied. The five Liker-scale was used to help with the research instrument. The researchers applied descriptive and inferential analysis methods to complete the process. Besides, the Multiple Regression Linear was adopted to help test all the hypotheses. Based on the findings, the researchers found that service quality in terms of tangible factors, service provided by ground personnel, and service provided by flight attendants, trust, brand image, perceived value and customer satisfaction statistically have an influence on repurchase intention.
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    The influence factors that affect employee retention (a case study in one of the tops electricity organization in Thailand)
    (Assumption University Press, 2020) Supitcha Panich ; Chompu Nuangjamnong ; Kitikorn Dowpiset
    This research aimed to determine factors that affect to employee retention, a case study in one of the top electricity organization. The objectives of this research were: 1) study the factors that can affect to the employee retention in an organization; 2) Explain the influences factors that affect to the employee retention in an organization. The questionnaires were used as a data collection instrumental for 400 sets. The data analysis was used the descriptive statistic such as frequency, percentage, mean, standard deviation (S.D.), and the hypothesis testing in this research was multiple linear regression analysis (MRA) at significant level of .05. In this research, the results presented that 1) the overall level of Employee retention was neutral, when considering of independent variables from high to low, the results revealed that deeply high level of organizational commitment were highest; then followed by the job satisfaction; and the job satisfaction in the work was the least, 2) the results from the hypothesis testing of the Influence Factors that impact affect to employee retention, a case study in one of the top electricity organization. The most influencing factor was organizational commitment, followed by job satisfaction and organizational culture respectively at significant level of 0.05.
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    Experts and customer’s insights on purchasing considerations: a case of fabric curtain products in Thailand
    (Assumption University Press, 2020) Prariprat Sukhumalanon ; Chompu Nuangjamnong ; Kitikorn Dowpiset
    This research aimed to find the influence factor that affecting purchasing intention toward The Fabric Curtain in Bangkok. The Fabric Curtain is the long lifetime product and niche market. Moreover, The Fabric Curtain company does not focus only on product quality but also on service quality. The researcher focuses on making the data more reliable and covers every factor according to the purpose of this research. The researcher has collaborated with three specialists in The Fabric Curtain market who be in the position of owner and sales manager of The Fabric Curtain companies. Moreover, to make it more reliable and follow the trend of The Fabric Curtain for analyzing the data. The researcher has an interview with two groups with eight interviewees, which consists of the experts in the market who has experience more than fifteen years and customers who already installed The Fabric Curtain within one year. The technique is an in-depth interview for finding new information and understanding about purchasing intention of customers. The variables consist of the product description, price, store image perception, sale promotion, service quality, and purchase intention. Finally, the researcher used the data from all of the interviewees and the suggestion from the experts to analyze, a recommendation about The Fabric Curtain company, and further study about the online store of The Fabric Curtain business.
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    An integrated model of influence of perceived quality, perceived value, brand association, brand awareness and brand uniqueness on brand loyalty towards a luxury brand in Bangkok, Thailand
    (Assumption University Press, 2020) Suwanan Chansuk ; Sirion Chaipoopirutana
    Under today's increasingly competitive business environment, maintaining customers' brand loyalty remains a significant factor. To be successful in any business sector, companies should understand the customers' needs and create strong brands to attract a long-term business. The primary purpose of this study is to investigate the factors affecting brand loyalty towards the top luxury brand in Bangkok, Thailand. The researchers collected data from 400 consumers in front of the main gate of four shopping malls, including both Thai males and females in Bangkok. The individuals whom we conducted all had experienced purchasing luxury products by using five-point Likert scale survey questionnaires. The non-probability was applied to collect the data from the sampling units by using judgment, quota, and convenience sampling techniques. The descriptive, interferential, and linear regression analysis was used to test all hypotheses. Based on the result of this study, the researchers found that brand awareness has a significant influence on perceived quality and brand association. Additionally, brand loyalty is significantly influenced by perceived value, brand uniqueness, perceived quality, brand awareness, and brand association, respectively.
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    An integrated model of factors affecting website adoption, perceived risk and trust on online shopping intention in China
    (Assumption University Press, 2020) Xia, Zongwen ; Sirion Chaipoopirutana
    With the growth of e-commerce platforms, more and more customers are changing their shopping intention from physical stores to online platforms. China has a substantial population in the world and also has the completed e-commerceplatform. Due to Covid-19 Pandemic, many consumers changed their behavior to be online shopping. E-commerce still has a large potential market in near future. Therefore, this research aims to test the influence of website adoption, perceived risk, and trust on online shopping intention. The researchers collected the data from online shoppers who bought products service from one of the most famous online shopping websites in China. The sample of this study was collected from 400 respondents through online. Non-probability sampling methods including purposive and convenience sampling was applied to collect the data from the sampling units.The five-point Likert scale was designed for research instruments. Descriptive analysis and inferential analysis were applied to analyze the data and multiple linear regression analysis was applied to test all hypotheses. Based on the findings, the researchers found that perceived usefulness, perceived ease of use, social influence, and facilitatingconditions significantlyinfluenced online shopping intention. Perceived risk and trust also had a significant influence on online shopping intention.
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    A study of customer's satisfaction towards boots pharmacy in Thailand
    (Assumption University Press, 2020) Shi, Na ; Preecha Methavasaraphak
    The research aims to identify the factors that affect customer's satisfaction with Boots Pharmacy and increase the company's profits, consumers, and market share. In Thailand, Retail pharmacies are adapting to a competitive market as domestic and foreign competitors seek more market share, and customers can easily switch between different pharmacies to buy drugs. This research will help Boots pharmacy understand more about the factors that affect customer satisfaction, to improve their business strategy planning and practice, gain more favorable comments and affection from consumers, and build customer loyalty. Besides, the study can serve as a suggestion to improve the company's performance, beat competitors, and gain more market share. So, the quantitative questionnaires were conducted and also distributed 400 sets of questionnaires to the people who have purchased drugs in the Boots pharmacy chain in Thailand. The descriptive analysis and multiple linear regression were used to confirm the results. A study of factors that affect customer's satisfaction with Boots Pharmacy includes convenience, price, product quality, and service quality. The result affirmed that all the factors are an effect on customer's satisfaction with Boots Pharmacy, among them, convenience is the highest effect and price is the lowest effect on customer's satisfaction with Boots Pharmacy.