AU-eJournal of Interdisciplinary Research (AU-eJIR)

Permanent URI for this community

https://repository.au.edu/handle/6623004553/25058

Browse

Browsing AU-eJournal of Interdisciplinary Research (AU-eJIR) by Issue Date

Jump to a point in the index:
  • Item
    A Survey of Technologies and Trends for On-line Communication, Teaching and Learning
    (Digital Production Press, Assumption University, 2015) Nagi, Kuldeep
    With so many technologies available today to help support and promote an institution’s campus culture, students and instructors feel overwhelmed with what they should use for enhancing communication. Trends like “Facebook”, “Twitter” “Google +”, “Skype”, You-Tube” and “Line” are making the rounds in education, but what do these trends means for instructors and students, and how are they affecting teaching and learning practices and communication? For example, if smart devices and applications are popular among students, which ones are most popular, and why does this matter? And if emails were all the rage in the last few decades, what are the new modes of communication in the coming years? From having a good social media strategy to planning for better communication, there are at least a dozen or more technologies that every Thai university campus should plan for immediately. Many of these technologies may seem simplistic, but they can get caught in the campus policies and politics if ICT teams are not careful; for example, providing high-speed 3G/4G networks that can support multiple devices, or offering 24x7 ICT support to instructor and students. Some of the other trends mentioned in this paper may seem like frivolous, such as a targeted social media or learning analytics, but they are not only critical for enhancing communication for teaching and learning but also relevant for attracting prospective students. Are there trends the Thai campuses are missing or perhaps trends they don’t see necessary to invest and implement? This paper traces the history of various technologies and identifies different strategies for enhancing communication for teaching and learning.
  • Item
    Framework of quality assurance in American higher education-an overview
    (Digital Production Press, Assumption University, 2015) Nagi, Kuldeep
    One of the hallmarks of the American higher education has been its quality. In U.S.A colleges and universities are under constant pressure to strive to make their programs career oriented so as to meet the changing needs of the industry and the society. The accreditation process of colleges and universities in U.S.A is non-governmental operation. As a result colleges and universities fiercely compete in the market of higher education. Institutional autonomy allows them to changing their curriculum to inculcate and incubate entrepreneurial culture through their various programs. It is no accident that many American universities dominate the World University Rankings. There is lot of discourse in academia that an educated workforce is essential for a prosperous and sustainable economy. This has lead to heightened policy interest in higher education in American universities. This paper uses variety resources, data and facts to discuss accreditation process in U.S.A. The main focus of this paper is to explore models of accreditation being used in U.S.A and how they can be useful for other countries.
  • Item
    The Global Competitiveness of Thailand: An Empirical Analysis of the ASEAN Community
    (AU-eJIR, 2017) John, Varughese Kizhakkacharuvil ; Duangta Duangekanog ; Asawin Wichayachakorn ; Nithiphong Vikitset
    The current rate of technological expansion and the globalization of markets have made countries to be more competitive for their economic growth and prosperity. The Global Competitiveness Index (GCI) is a measure computed by the World Economic Forum every year since 1979 on the basis of 12 pillars of economic and human growth indicators. 138 world countries are included in the GCI 2016-17 and these countries accounts for 98% of the world GDP. Thailand is the third major economy among the ASEAN community and it is classified as ‘Efficiency Driven Economy’ according to its score in GCI 2016-17. This study investigates the factors in which Thailand has greater strength and more weakness when compared with the other ASEAN countries based on the GCI indicators. Accordingly Thailand seems to be comparatively weak in Innovation and Institutional factors but strong in Macroeconomic environment factors, Health and Primary Education measures, and in Market Size. The study concludes that if the economic and human development policies are formulated looking into these strengths and weakness, the country can become an ‘Innovation driven economy’ within a short span of time.
  • Item
    THE STUDY OF FACTORS AFFECTING INTENTIONS TO USE CAR SHARING SERVICES IN THAILAND
    (Digital Production Press, Assumption University, 2017) Direk Tayakee
    This research is conducted to explore the factors affecting intentions to use car- sharing service in Thailand. There are six hypotheses and seven variables which are perceived quality, emotional value, consumer uncertainty, product image, consumer aspiration, attitude towards service, and intention to use. The primary data were gathered from 100 respondents who are living in Thailand and have experienced in carpooling service before at least one time. The questionnaires were distributed online through social networks. The five-point Likert scale was employed to measure the relationship among the determinants. Pearson Correlation Coefficient Analysis was applied as an instrument to estimate all hypotheses according to the research objectives. The finding of this study demonstrated that all hypotheses were supported, which showed the correlation among the variables used in this study.
  • Item
    DIMENSIONS OF PATERNALISTIC LEADERSHIP AND EMPLOYEE OUTCOMES IN SMALL THAI FIRMS
    (Digital Production Press, Assumption University, 2017) Duangta Duangekanong ; Somsit Duangekanong ; John, Varughese K. ; Asawin Wichayachakorn ; Nithiphong Vikitset
    The purpose of this study is to examine the effect of paternalistic leadership dimensions (authoritarian, benevolent, and moral) on employee outcomes in small Thai firms. Outcomes examined include two intermediate outcomes (organizational commitment and job satisfaction) and one further outcome, resulting from organizational commitment and job satisfaction, which was self-reported in-role job performance. Paternalistic leadership was studied because of its cultural consonance in Thailand and its status as a frequently observed leadership approach. Data was collected from a sample of small firm employees in Thailand (n = 218). The study used a structural equation modelling (SEM)-based approach to examine the proposed relationships. The results showed that while benevolent and moral leadership had positive effects on employee organizational commitment and job satisfaction, authoritarian leadership had a weak negative effect on these two outcomes. Organizational commitment and job satisfaction had positive effects on job performance, with a stronger effect seen for organizational commitment. The implication of these findings is that some aspects of paternalistic leadership are effective for small firms in a Thai cultural context, but that authoritarian models of paternalistic leadership should not take precedence. This is useful information for small firm leaders as well as policymakers focusing on SME development.
  • Item
    Investigating virtual instructor roles and online teaching experience: a program level case study
    (Digital Production Press, Assumption University, 2017) Naree Achwarin ; Brahmakasikara, Laura M. ; Athipat Cleesuntorn
    Delivery of distance education via internet based technology to make learning interactive and collaborative has become increasingly accepted in education nationwide and worldwide. New technologies provide the opportunity and challenge teachers to perform virtual instructor roles. This research study reflected on the virtual instructor roles and online teaching experiences towards eLearning delivery mode. The objective of the study was to explore the virtual instructor roles and online teaching experiences at program level at Graduate School of eLearning, Assumption University of Thailand. The virtual instructor roles included three dimensions: pedagogical dimension, managerial dimension, and technological dimension. A qualitative case study method was used in this study which included the instructors’ positive impression towards on line teaching experiences. The respondents for the study were 15 faculties members from five online graduate programs at Graduate School of eLearning, Assumption University of Thailand. The structured questionnaire was used to obtain the qualitative data. The content analysis was used to analyze the qualitative data. Findings revealed that there were some similarities and differences on reflections, impressions, and online teaching experiences among the faculty members.
  • Item
    E-BUSINESS: GROWTH AND TRENDS IN THAILAND
    (Digital Production Press, Assumption University, 2017) John, Varughese K. ; Nithiphong Vikitset ; Duangta Duangekanog ; Asawin Wichayachakorn
    The era of e-business has changed the old economic relationship among producers, traders and consumers and the new economic relationship is called extended or integrated relationship. In this context this article has made an enquiry about the growth of e-business in Thailand. The change in technologies has a great impact on the old business models especially in the areas of strategies and customer engagement of business. The platform for changes in e-business is the internet, social media and mobile technology. Majority of the people in Thailand are found to be accustomed in using mobile technology in recent years. Nevertheless, the growth of e-business in the form of B2B, B2C, and G2B/C transactions are not so admirable in Thailand from the analysis and findings of this study during the period of 2012 to 2016.
  • Item
    E-business : Growth and Trends in Thailand
    (AU-eJIR, 2017) John, Varughese Kizhakkacharuvil ; Nithiphong Vikitset ; Duangta Duangekanog ; Asawin Wichayachakorn
    The era of e-business has changed the old economic relationship among producers, traders and consumers and the new economic relationship is called extended or integrated relationship. In this context this article has made an enquiry about the growth of e-business in Thailand. The change in technologies has a great impact on the old business models especially in the areas of strategies and customer engagement of business. The platform for changes in e-business is the internet, social media and mobile technology. Majority of the people in Thailand are found to be accustomed in using mobile technology in recent years. Nevertheless, the growth of e-business in the form of B2B, B2C, and G2B/C transactions are not so admirable in Thailand from the analysis and findings of this study during the period of 2012 to 2016.
  • Item
    The global competitiveness of Thailand: an analysis of the ASEAN community
    (Digital Production Press, Assumption University, 2017) John, Varughese K. ; Duangta Duangekanog ; Asawin Wichayachakorn ; Nithiphong Vikitset
    The current rate of technological expansion and the globalization of markets have made countries to be more competitive for their economic growth and prosperity. The Global Competitiveness Index (GCI) is a measure computed by the World Economic Forum every year since 1979 on the basis of 12 pillars of economic and human growth indicators. 138 world countries are included in the GCI 2016-17 and these countries accounts for 98% of the world GDP. Thailand is the third major economy among the ASEAN community and it is classified as ‘Efficiency Driven Economy’ according to its score in GCI 2016-17. This study investigates the factors in which Thailand has greater strength and more weakness when compared with the other ASEAN countries based on the GCI indicators. Accordingly Thailand seems to be comparatively weak in Innovation and Institutional factors but strong in Macroeconomic environment factors, Health and Primary Education measures, and in Market Size. The study concludes that if the economic and human development policies are formulated looking into these strengths and weakness, the country can become an ‘Innovation driven economy’ within a short span of time.
  • Item
    Determinants of quality in higher education: faculty perspective
    (Digital Production Press, Assumption University, 2017) Brahmakasikara, Laura ; Naree Achwarin ; Satha Phongsatha
    There has been a debate amongst academicians as to what quality means in higher education. Quality means differently in each country depending on the context, political context, rules and regulations as what constitute quality since quality assurance practices vary from country to country as well as quality assurance requirements. Due to these discrepancies, this paper mainly focuses on key players the authors perceive as determinants of quality in higher education and their roles in pursuing continuous quality in the provision of education. They are the institution leaders which include the deans of each school, program directors and team leaders; faculty members, who are active players in the delivery of quality education, have the necessary academic qualifications and commitment and are constantly developing themselves through professional development initiatives; support staff, who provide the technical assistance and support to students and faculty members and the quality of students undertaking programs of study in an educational institution. These people are pivotal in ensuring that each member of the institution takes part in the provision of quality education. The authors believe that quality in education does not exist in paper only but quality means an interplay between the key players mentioned in this paper. This paper also discusses the roles and responsibilities of these important players to ensure quality in higher education.
  • Item
    ELEARNING TEACHERS’ AND STUDENTS’ PERCEPTION TOWARD LIVE-VIDEO CONFERENCE IN AN ELEARNING ENVIRONMENT
    (Digital Production Press, Assumption University, 2017) Satha Phongsatha ; Athipat Cleesuntorn
    In an online learning environment, the majority of teaching and learning are conducted asynchronous communication methods. The tools such as the learning management system, web forum, social media, e-mail, and others are example of such tools. In order to ensure that students can access to the instructors as well as classmates as in traditional learning method, a synchronous communication means should be included as part of teaching and learning. In modern digital technology, examples of services and softwares that allow people to communicate synchronously are FaceTime, Skype, LINE, Google Hangout, and others. Not only that people can communicate via voice but they can also see each other as well. Thus, the utilization of video conference software can be a part of teaching and learning in online education. In Thailand, the online education degrees is in developing stages and the utilization of the live video conference along with the standard communication mode is getting more well utilized. Thus, it is necessary to investigate the behavior of past usages and the way that the live video conference mode is utilized into the online learning in Thailand. This research aims to investigate the nature of usages of the Live Video conference features in order to provide a bigger picture of how the system is being utilized by the students and the teachers so that the method of usages can be further study to ensure the effectiveness of the usages as well as implementation of the system in an online learning environment.
  • Item
    The effect of advertising on BTS Skytran towards purchasing intention
    (Digital Production Press, Assumption University, 2017) Nunthita Prongsirikul
    BTS Skytrain was known as a rapid transit system in Bangkok, the capital city of Thailand. There is an advertising establish in the Skytrain and in the station’s area. With an expansion and development of the BTS Skytrain for the highest used, most of the areas belong to BTS were used for advertisement purpose as there is people using BTS Skytrain more than 500,000 people per day. It can guarantee that the advertising shown in BTS Skytrain area will attract large amount of people. This study investigated that among three types of transit advertising provide in BTS Skytran area; in the station, on the surface of trains, and inside of the trains, which one is the most attractive and affect purchasing intention. In addition, the purpose of the study is to investigate that the transit advertising mentioned above can create customer awareness and increase an interest of the product or service advertised in the BTS Skytrain area. In this study, a questionnaire was used as a tool to collect the primary data. A total of 150 questionnaires were distributed and completed by the target populations who are Thai people that have been used BTS Skytrain even occasionally or daily. The data was analyzed by using descriptive statistics and the hypotheses tested use Multiple Regression and Anova. This research highlighted that transit advertising in the BTS Skytrain is a useful channel to distribute the information for product and service access by large group of customer. Moreover, advertising in BTS Skytrain area was found as an effective supporting tool either for service provider or product manufacturer to promote and create brand awareness to the customer using a benefit of the growth and expansion in BTS users.
  • Item
    THE IMPACT OF PERCEIVED SERVICE QUALITY, CUSTOMER SATISFACTION ON CUSTOMER LOYALTY OF MEDINBOX
    (Digital Production Press, Assumption University, 2017) Wang, Lanyifan
    The following study of this paper is to examine the impact of perceived service quality, customer satisfaction on customer loyalty of Medinbox with the 103 numbers of valid respondents. This study discusses the importance customer Perceived Service Quality which influence Customer Overall Satisfaction, Customer Loyalty in a long-term. The results stated that Perceived Service Quality, Customer Overall Satisfaction, and Customer Loyalty are significantly related to each other. Recommendations are for managers of Medinbox to understand a whole picture of how does this variable related to each other, so that they could take action into improving customer Perceived Service Quality to gain higher Customer Overall Satisfaction, in order to get Customer Trust and let customers become loyal by using service quality as a competitive advantage.
  • Item
    ADOPTABILITY of IoTs IN THAILAND HEALTH CARE
    (Digital Production Press, Assumption University, 2017) Nophawan Kritsavong
    Since Technology is driving changes in everyone life around the globe, It affects most of the aspects of our daily life. Health is one of the important things that everyone concern and cannot avoid being involved with. The initiative idea of the thesis is to find out the possibility that technology can bring and offer to Thailand health care system in both public and private sectors. The development of technology in Thailand’s Health Care depends on various factors such as ICT (Information and Communication Technologies) infrastructure, Human Resources skills of health specialists, world economy, Investment in IT healthcare businesses which creates new technologies that will drive consumer new behaviours, cost containment in healthcare system and businesses to deliver healthcare core value to consumers in the future. Thailand considers as a developing country, we are facing many challenges to deliver and empower core value of healthcare business to consumers from technology infrastructure, healthcare specialists to the end users or consumers. There are many unknown and uncontrollable factors in health care system that need to be taken into accounts such as personal interest, motivation to drive information and technology in healthcare to deliver core value of health care business and system to consumers that need to be discovered and develop in each individual person, communities and society as a whole in order to improve the adoptability of healthcare technology.
  • Item
    THE IMPACT OF REMODELING BRANCH BANKING FOR A CASE STUDY OF THAI MILITARY BANK (TMB) TOWARD CUSTOMER ENGAGEMENT
    (Digital Production Press, Assumption University, 2017) Ponlakorn Supamongkoldee
    As a trend of digital technology have grown rapidly in Thailand and it will be integrate to all industry in future include banking industry with customer centricity concept. Commercial bank’s branch in Thailand was consider as first issue that was impact by this challenge on retail banking environment (sales and service experience), convenience of terminal and efficiency for providing services. Moreover, behavioral of customer to visit the branch was changing toward a digital channel, while the physical channel is require for customers to create customer trust and become a “Lifestyle Touch Point Banking” in the future. Regarding to customer engagement, branch is the key concept to acquire and engage customers. The research investigated the impact of remodeling bank branch in Thailand with three main factors for developing the remodel, branch redesign, customer experience, and new technology development. Therefore this research has examined the impact of remodeling branch for a case study of TMB bank in order to engage with existing customer and acquire new customer to bank due to increase number of sales across among channel and improve customer satisfaction. In this research, a questionnaire was used as a tool for collecting the primary data. The data was analyzed by using descriptive statistics and the hypotheses were tested using Multiple-regression and ANOVA. The findings showed the impact of remodeling
  • Item
    CONSUMER INTENTION TO PURCHASE AFTER EXPOSURE TO ADVERTISEMENT- A CASE STUDY OF THAI CONSUMERS IN BANGKOK
    (Digital Production Press, Assumption University, 2017) Natthawut Chartpathomrak
    Advertising is a social form of communication that conveys the cultural values of a given society in such a way that the audience finds similarity between themselves and the cultural norms, values, and attitudes presented in the advertisements. Advertising is used for promoting commercial products and services. This study shows the impact of advertising toward customer purchase intention that is affected by various independent variables.
  • Item
    Drivers of intentions to purchase shrimp products in Switzerland
    (Digital Production Press, Assumption University, 2018) Suthasinee Saesoo
    The drivers of intention to purchase towards local shrimps products in Switzerland was conducted to examine the relationship between variables; attitude towards local shrimp consumption, attitude towards supporting local agri-business, consumer ethnocentrism, subjective norms, and intention to purchase. In this study, Theory of Reasoned Action (TRA) was applied. One hundred of respondents were asked to complete the questionnaire. Then, the process of analyzing the data was taken. All six hypotheses were tested by Pearson Correlation method and found that all hypotheses were supported. The strongest factor was found to be subjective norms on attitudes towards consuming local shrimp products. The consumers that have been positively influenced by people are more likely to have a good attitude about the products, which leads to the decision to purchase the products in the future. In addition, the positive attitude towards consuming local shrimp products is supported by attitude towards supporting local agribusiness, ethnocentric tendencies, and subjective norms. Therefore, the research also gave some useful suggestions for those who interested in.
  • Item
    The karen peoples of Myanmar: an examination of issues Surrounding Karen Communities in Myanmar and the application and implementation of human rights principles and laws
    (Digital Production Press, Assumption University, 2018) Mendiolaza, Gustavo A.
    This paper explores the current and past practices of the government of Myanmar in its attempts to disenfranchise and disempower the sizeable minority of Karen peoples. The Karen, constituting a large community that stretches predominately over the two countries of Thailand and Myanmar is often overlooked because of the lack of readily available information regarding Myanmar in general and the Karen in particular. This paper views the issues that surround the Karen and the human rights violations they have suffered in the past 70 years at the hands of the dominant Burman government. Further, in attempts to tie this to the current Rohingya crisis in Myanmar’s southwest, this paper also intends to use predictive forecasting assessing the future endgame of Naypyidaw, the government of Myanmar.
  • Item
    BARRIERS TO TECHNOLOGY INTEGRATION FOR TEACHERS IN THAI- CURRICULUM SCHOOLS
    (Digital Production Press, Assumption University, 2018) Wachirawut Bobby Veerathanongdech
    Education reform with technology use has been in the works since the 1997 Constitution of Thailand, but Thai student achievement has not improved overall. This research investigates any influence of Technology Integration barriers that are external and internal to the teacher, on their intention to integrate technology in the classroom. 105 teachers of Thai- curriculum schools were sampled, and their data was collected by Technology Integration Barrier Survey (TIBS). Multiple Linear Regression was used to find relationships between external and internal barriers to teachers’ behavioral intention to integrate technology in the classroom, respectively. The result was teachers did not face strong external or internal barriers, with only a temperate level of intention to integrate technology in the classroom. Internal barriers were found to influence teachers’ intention to integrate technology. This research recommends continued but heightened teacher support and technological leadership training to maintain and bolster technology integration above present levels, and further research to explore other influences on student achievement.
  • Item
    An empirical analysis of determinants driving m-commerce adoption in Thailand
    (Digital Production Press, Assumption University, 2018) Ployrawee Yingcharoen
    This empirical analysis evaluates the impact and correlation among various determinants including social influence, trust, cost, perceived enjoyment, personal innovativeness, perceived usefulness, perceived ease of use, attitude towards m-commerce, and intention to adopt m-commerce in Thailand. The survey method was applied by using 400 of online questionnaires to obtain the primary data from participants. The target population is people who are living in Thailand and have the experience in using m-commerce at least one time. It was found that most participants use mobile banking the most and the mobile stock trading is the least. For the statistical treatments of the data, Multiple Regression and Pearson Correlation Coefficient were employed to test all of 400 validated questionnaires through Statistical Software. All hypotheses were supported.