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ItemAntecedents and Consequences of Relationship Quality: An Exploratory Study on Hospitals in Thailand( 2015-01) Suppasit SornsriThe focal construct in this study is the relationship quality between the hospitals and the patients. The previous studies had developed relationship quality dimensions mostly in terms of “want to” aspect and tested their model in various B2B and B2C contexts. However, in several long-term relationships, “ought to” and “have to” aspects of relationship are also important in helping create the relationship longevity in spite of dissatisfaction in the relationship. Very few empirical researches on relationship quality have captured these dimensions. The objectives of this study were to explore the dimensions of relationship quality by using the Investment Theory (Rusbult, 1980); to explore the antecedents of relationship quality by applying the Transaction Cost Analysis (TCA) Theory (Williamson, 1985); and to explore the consequences of relationship quality by using the Exit-Voice Theory (Hirschman, 1970). The in-depth interviews were conducted with 25 respondents who usually visit the same hospital. Trust, inertia, and dependence were found to be the dimensions of relationship quality. The results also found that the antecedents of relationship quality included doctor expertise, knowledge on patient, patient familiarity, perceived hospital image, doctor effective communication, patient switching risks, and hospital alternative scarcity. The three consequences of relationship quality revealed from the in-depth interviews included constructive feedback, revisit intention, and switching intention. All these antecedents and consequences were also found supported in previous literatures.
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ItemBank Stock Return Sensitivity to Interest Rate Changes in Thailand( 2015-01) Sirikarn Jeanchutima ; Nopphon TangjitpromMany studies were trying to explain the changes of stock returns by finding the factors impact on a certain market, industry, or stock. Focusing on the financial institution especially commercial bank, there are some research proved that interest rate is one of the crucial factor impact the commercial bank stock returns. Interest rate is the cost and return of money in financial market since commercial bank acts as major financial intermediary; therefore, interest rate is still the majority of its cost and return. In Thai stock market shows different result, the changing in interest rate reflects slightly on the change in stock returns. After taking a close look, the conclusion can be drawn from outcomes the bigger size of the bank experience the larger effect. Thus, bank size is not a real moderator affect the relationship, the trading volume of the bank is the real relevant factor. Consequently, the theory can be hold only if the market participants trade all bank stock equally.
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ItemLoyalty in Department Store Online Shopping( 2015-01) Nitipan RatanasawadwatThe purpose of this paper is to explore knowledge about the influences of e-service quality and technology acceptance model (TAM) on e-satisfaction, loyalty, and online purchase intention in online department store in Bangkok, Thailand. The online model was developed based on e-service quality and TAM. A self-administered questionnaire was employed to collect data from customers who had used and purchased products via online department store outlets. The data were collected from the respondents in Bangkok area during March 2014. 200 completed questionnaires were used to analyze and test the model by applying a Multiple Linear Regression (MLR). The results showed that perceived ease of use (i.e., department store's website is easy to navigate through, payment process is easy to pay, help menu is helpful) has the greatest influence on the e-satisfaction, followed by reliability, and brand image. While customer loyalty has the greatest influence on the online purchase intention, followed by tangible (i.e., the online shopping website looks attractive, the website has good layout).
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ItemThe Impact of Transformation Expectations on Conspicuous Consumption: A Cross-Cultural Comparison( 2015-02) Amonrat Thoumrungroje ; Pattana BoonchooBuilding upon the expectation states theory (EST), we propose a cross-cultural conceptual model to investigate the relationships between five underlying dimensions of transformation expectations and conspicuous consumption. We advocate that (a) consumers who believe they can transform themselves in various aspects through product consumption are more likely to engage in conspicuous consumption, and (b) the relationships between transformation expectations and conspicuous consumption vary across cultures. The delineation of relationships proposed in our framework is provided in addition to suggestions for future research and the major contributions of this paper.
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ItemOver-investment and Free Cash Flow: Evidence from Thailand( 2015-04) Nopphon TangjitpromThis paper examines whether there is a relation between over-investment and free cash flow. In perfect capital market, it is expected that investment decision should not be influenced by the level of cash flow. However, the free cash flow hypothesis predicts that firms with higher free cash flow will be vulnerable to the agency problem like over-investment. Using the data from listed firms in the Stock Exchange of Thailand during 2001-2013, the result indicates that there is a positive relation between over-investment and free cash flow. Therefore, this evidence supports the free cash flow hypothesis and it implies that corporate governance mechanism is required to mitigate the agency cost of free cash flow.
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ItemAn Alternative SR Spatial Enhancement Based on Adaptive Meridian Filter and GOM Registration for Severe Noisy Blurred Videos( 2015-08) Kornkamol Thakulsukanant ; Vorapoj PatanavijitCommonly, filtering technique and the video registration technique are two main significance factors of a video SR (Super Resolution) enhancement algorithm. First, the classical filtering technique is based on a linear filter such as mean or median filter that are only suitable for noiseless or low power noise. Later, classical video registration techniques are usually based on a simple translation model because of the fast computation and easy implementation thereby this registration has high precision error. To get over both problems, this paper proposed the alternative SR spatial enhancement using adaptive meridian filter and GOM (General Observation Model) registration for severe noisy blurred videos. The adaptive meridian filter is a robust filter, which is desire for controlling high power outlier, and GOM is a high precision registration technique, which is desired for registering a fast spatial sequence. For proving the proposed performance, the simulated experiments are done in several environments as following: 1. Additive White Gaussian Noise (AWGN) at SNR=15, 17.5, 20, 22.5, 25dB; 2. Poisson Noise; 3. Multiplicative White Gaussian Noise (Speckle Noise) at V=0.01, 0.02, 0.03; 4. Salt and Pepper Noise at D=0.005, 0.010, 0.015. The proposed enhancement algorithm shows that the PSRN of the enhanced image is higher than the SR spatial enhancement based on classical filter with classical registration and GOM registration.
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ItemThe Influence of Game Addiction and Internet Addiction among University Students on Depression Stress and Anxiety Mediated by Self-regulation and Social Support( 2015-10) Varma, ParvathyThe present study investigated the direct and indirect influences of Internet and online game addiction on the levels of depression, anxiety, and stress mediated by self-regulation and social support among students of a private university in Thailand. The study’s sample consisted of 380 students of whom (218 females and 162 males) from a private university. Results from the path analysis indicated that the respondents’ level of game addiction and internet addiction had both direct and indirect influences on their levels of depression, anxiety, and stress. The findings were discussed in relation to the significance of self-regulation among university students and the level of social support provided by the University.
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ItemExtending a Standard Tablet into an Ocarina Playing Gaming Platform with Projected Parallax Layers( 2015-10) Pisal SetthawongThis paper describes the implementation of a clipon hardware extension to the standard tablet to create a gaming platform that can help people play the 4 hole variation of the ocarina musical instrument. A clip-on contraption was used to project the visual output into a physically layered parallax layer to create an interesting visual presentation. The proposed clipon contraption was designed and custom-made to fit a standard 10” tablet and a 3D Role Playing Game utilizing the 4 hole ocarina fingering scheme as input was developed as a gamification platform for learning how to play the ocarina.
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ItemAn Alternative Single-Image Super Resolution Framework Employing High Frequency Prediction Using A Robust Huber Rational FunctionIn general prospective, SI-SR or Single-Image Super-Resolution, which is one of the most useful algorithms of Super Resolution-Reconstruction (SRR) algorithms, is a mathematical procedure for acquiring a high-resolution image from only one coarse-resolution image, which is usually computed by Digital Image Processing (DIP). Even thought there have been substantially researched during the last decade, Single - Image Super-Resolution for applying on real implementations still keeps throw down the gauntlet. One of the practical Single- Image Super-Resolution is the resolution enhancement using prediction of the high-frequency image because of its high performance and its less comple xity however the rational function C(x, y) of high-frequency image prediction process of this technique is depend upon three parameters (b, h, k) therefore the parameter turning is difficult for maximizing its performance. From this problem prospective, this paper presents the alternative SI-SR framework employing robust rational function based on Huber function, which is depend upon only one parameter (T), instead of three parameters like the rational function C(x,y). Using up to fourteen standard images, which are crooked by varied noise models, in analysis testing section, the proposed SI-SR is demonstrated to be somewhat simper than the original SI-SR with equivalent efficiency because the saving in parameter turning time will be very important for SI-SR in real implementations.
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ItemAn Empirical Study of Life Insurance and Macro Economic IndicatorsThis study aims to identify macroeconomic factors that can be used to explain the variation in the demand of life insurance among developed, underdeveloped, and emerging countries in 2012. Data of 86 countries were used to conduct cross-sectional multiple regression. Results showed difference in life insurance demand across countries. Variables that explain the variation in 2012 are inflation, GDP growth, and amount of deposits.
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ItemExtending the Socio-Economic Status (SES) Prediction System Based on the Thailand Marketing Research Society (TMRS) Standardized SES Classification for Thai Upcountry Urban Subjects( 2016) Jirayut Poomontre ; Pisal SetthawongThis research proposes an extension to the prediction system of socio-economic status (SES) by using asset ownership data, that the authors proposed previously on subjects based in Bangkok, to include Thai upcountry urban subjects. The prediction system is based on the standardized SES classification that is proposed by the Thailand Marketing Research Society (TMRS) and widely adopted by marketing research firms in Thailand. The paper describes the TMRS SES classification briefly, proposes a prediction system for Thai upcountry urban subjects based on asset ownership data, and evaluate the performance of the predictor. A mobile application was created for the prediction system.
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ItemSecurity Concerns in Cloud Computing for Knowledge Management Systems( 2016) Thanyatida Gunadham ; Pramote KuacharoenThis study discusses major security issues and concerns related to cloud computing environment in regard to knowledge management system processes such as knowledge creation, refining, storing, sharing, and utilization. This study uses the exploratory approach to address major security concerns and whether they need consideration for each knowledge management process. The result of this study reveals main cloud computing security concerns such as data security and confidentiality issues, access controls, data loss or leakage prevention, cyber-attacks, availability and reliability issues, and browser security and analyzes these security concerns from knowledge management systems’ point of view. Also, solutions and recommendations for security concerns are discussed to provide guidance for the organization initiating cloud-based knowledge management systems.
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ItemA Framework of Incorporating Thai Social Networking Data in Online Marketing SurveyWith the introduction of high-speed Internet and smartphones at an affordable price range, many Thai citizens possess smartphones and utilize them as part of their daily life activities. The high mobile phones penetration and social networking usage is conductive to new approaches in performing marketing survey. This research proposes a framework that automatically incorporates Thai social networking data with online marketing survey for marketing analysis. In particular, it provides online marketing survey to a respondent, and automatically associates his/her Facebook data for further analysis. The benefits of the framework includes reducing manpower required in traditional surveys, offers easy accessibility to the respondents, automatically retrieving social networking data, and associating them the online questionnaires of each respondent for further marketing analysis.
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ItemAn Implementation of Online Marketing in Movie Theatre: A Case Study in Thailand( 2016-01) Nitipan RatanasawadwatMovie theaters in Thailand have been expanded their ticket selling channels from offline to online. Therefore, customers can purchase movie tickets via online (website and mobile application). Some customers do not want to wait in a long queue. Some of them would like to make sure that when they arrive the movie theatre they are able to see the movie on the schedule time as they planned. Therefore, they decided to make reservation as well as purchase the tickets via online. This paper, therefore, is developed to be a practitioner-oriented case study which is substantiated by primary research conducted before. From the in-depth interview, we came up with twenty five attributes that respondents suggested for improving e-satisfaction and e-loyalty of the movie theatre. These twenty five attributes were developed from theoretical grounds of e-SERVQUAL (such as Reliability, Website/App Design, and Personalization), TAM (Perceived Ease of Use and Perceived Usefulness), and online offers. By applying Kano's model of customer satisfaction on these twenty five attributes, we can classify the attributes into four main categories that are 'expected', 'one-dimensional', 'attractive', and 'indifference'. Expected attributes (such as 'No need to use student ID with the student loyalty card', 'Discount on snacks for loyalty card holders') can result in dissatisfaction when they are not fulfilled. One-dimensional attributes (such as 'No expired date for the loyalty card', 'Discount on movie ticket for loyalty card holders') can produce both satisfaction and dissatisfaction. Attractive attributes (such as 'Promotion on special events/occasions') produce satisfaction when delivered, but cause no dissatisfaction if not delivered.
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ItemThe Antecedents and Consequences of Customer Engagement: An Exploratory Study on Mobile Network Business in Thailand( 2016-01) Suchira Phoorithewet ; Theingi ; Wang, Yunmei ; Sikankaew PanthongprasertThis study explores the antecedents and consequences of customer engagement behavior in the Thai mobile network business. A qualitative research using 15 interviews was conducted to identify the service quality dimensions, customer engagement behaviors and customer loyalty. The respondents’ main concerns were related to technical and functional service quality and their engagement behavior were addressed mostly in offline mode when they interacted with their family, friends and occasionally communicating to the mobile providers. It was found that the approach to switching behavior and cross-buying behavior were connected to customer loyalty behaviors. However, spending behaviors of customers may not be a good indicator for customer loyalty in mobile network business because those who do not have intention to switch to another brand do not necessarily increase their spending. In addition, most respondents are concerned with competitive promotional packages, which influence customer engagement behavior. Hence, it was proposed that service quality and competitive promotional packages are antecedents to customer engagement behaviors and all these factors are important in explaining customer loyalty toward mobile network providers in Thailand.
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ItemMeasuring Player's Perceptions of Mobile Games from Gameplay Data -- A Case Study from Mobile Game Offerings from Playlab( 2016-01) Pisal Setthawong ; Saranpat ThanadsornsarnIn measuring player’s perception of computer games, there are many approaches that could be utilized. The usage of questionnaires, player observation, abstract models, and other approaches have been utilized over the years in this problem domain. Though the traditional approaches have been used quite effectively, there is room for improvement. Due to better Internet infrastructure, many players are online which allows game developers to develop games that can collect gameplay data. With this gameplay data, it is possible to analyze the gameplay data for patterns that could measure the players’ perception of the game. Using gameplay data can help remove certain bias that are present in traditional approaches in the measurement of player’s perception. In this paper, a number of data analytics that is used to measure players’ perception from game play data that is used in mobile games from Playlab, a leading casual game developer and publisher, is described.
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ItemThe possibility of applying the philosophy of sufficiency economy in organizational purchasing( 2016-12) Suppasit SornsriThe main objective of this research is to explore the possibility of applying the Sufficiency Economy Philosophy in purchasing of the organizations. The Sufficiency Economy Philosophy is initiated by His Majesty the King Bhumibol Adulyadej of Thailand. The philosophy reflecting the principle of Thai culture is a method of development on the three foundations of moderation, reasonableness, and self-immunity. These three bases are performed with the provision of knowledge and integrity as well as the intelligence and perseverance leading to the true happiness or progress of the organization. The philosophy has been increasingly recognized. Thailand’s Eleventh National Economic and Social Development Plan (2012–2016) has included this philosophy as a guideline for private and public sectors. Noticeably, there are many studies and research on the Sufficiency Economy Philosophy in various areas including individual levels, public and private sector levels. Purchasing as a strategic sourcing contributes a great deal in the organizations. Strategic sourcing emphasizes the four elements of strategic orientation, cross-functional team, process-driven approach, and supply base management. Purchasing is one of the most important logistics activities, as an original upstream function of the supply chains. In addition, it is also closely related to other logistics activities such as transportation, customer service, etc. Literatures reveal several actions and strategies in purchasing that are consistent with the Sufficiency Economy Philosophy. In spite of several research on this philosophy, there is a limited number of studies focused mainly on the application in organizational purchasing. Therefore, these provide a good venue for this research. This research investigates how organizations can use the Sufficiency Economy Philosophy in purchasing activities. As for the methodology, firstly the researcher reviews the literatures from books, articles, and research on the ‘Philosophy of Sufficiency Economy’, strategic sourcing and sustainable sourcing in order to analyze the linkage of the Philosophy of Sufficiency Economy and purchasing. Secondly, document analysis is used as a qualitative research method, which the documents such as the annual reports of the companies that adopt the Sufficiency Economy Philosophy are investigated to evidence such a linkage. The finding section proposes the conceptual model for purchasing based on the Sufficiency Economy Philosophy. The model expects that the three foundations and the two conditions of the philosophy can be applied with organizational purchasing. Finally, further research directions and limitations are discussed.