Browsing by Subject "AU Journal of Management -- 2008"
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    The comparison of pricing performances between cost of carry model and imperfect market model
    (Assumption University, 2008) Yaowaluk Techarongrojwong ; Assumption University. Martin de Tours School of Management and Economics
    Choosing the right pricing approach is the key to deriving the true derivatives prices. This paper aims to compare the pricing performance of the cost of carry model and the imperfect market model in pricing the SET 50 index futures prices. This study replicates the study of Wang (2007) that compares the futures pricing performances of the cost of carry model and the imperfect market model in the Stock Exchanges of Japan, Hong Kong, Korea, and Taiwan. By using the mean percent- age errors and the mean absolute percentage errors as criteria in measuring the pricing perfor- mances of two models, the empirical results indicate that the highly impeifect financial market like SET 50 index futures market is relatively mispriced based on the model of perfect market assump- tion, suggesting that the suitable approach in pricing the SET 50 index futures is the imperfect market model. Relying on the perfect market assumption evidences an enormous misprice especially when the calculation is based on the calendar days. Therefore practitioners should identify the ap- propriate pricing method before estimating the theoretical prices of stock index futures.
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    The development and measurement of different service quality models
    (Assumption University, 2008) Sirion Chaipoopirutana ; Assumption University. Martin de Tours School of Management and Economics
    This article outlines the development of service quality models. from the earlier Nordic model, the Gaps model, SERVQUAL and SER VP ERF models. to the most recent, the service quality of int em et search engines (adapted from SERVQUAL), and perceptions of educational service quality (adapted from SERVPERF). The author presents and discusses the basis of development of each service model, service quality structures, and element of each service industry. Finally, the implications for service quality model improvement and further research are discussed.
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    The effect of bundle frame on purchase intention and customer's reservation price
    (Assumption University, 2008) Issara Titheesawad ; Phassawan Suntraruk ; Assumption University. Martin de Tours School of Management and Economics
    This paper examined the influence of bundle frame, the presentation format of products within the bundle, on customers purchase intention and reservation price. The results from a laboratory experiment indicated that purchase intention was higher when the bundle price was presented in segre- gated form than an integrated one. However, presenting discounted price in segregated form posed negative impact on customers reservation price. In a segregated price framing, the discount prices of individual products are unambiguous resulting in customers inference that the product is cheap, thus, they will decrease the price that they are willing to pay (or reservation price) for the products in the future. On the other hand, in the integrated price framing, there is an ambiguity about the cost of each individual product , the inference that the price of individual product is low will not occur. Thus, the reservation price of customers who are presented with the segregated price framing is lower than those with integraled price framing.
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    An enhanced renewable energy utilization (EREU) model for electricity generation in Thailand
    (Assumption University, 2008) Andexer, Thomas ; Assumption University. Martin de Tours School of Management and Economics
    The main pu1pose of this research was to investigate the relationship between the respondents ' perception of media credibility factors (content, trustworthiness and expettise) and purchasing inten- tion toward the Bangkok Post newspaper. In addition, the study also examined the differences in re- spondents ' demographic variables (age, gender, income, education and nationality) and their purchase intention toward the Bangkok Post newspaper. The data was collected by using self-administered ques- tionnaires. which were distributed to 3 groups; students, worl..ing professionals, and general public at selected venues in Bangkok. The researcher found significant relationships between all media credibil- ity factors and respondents'purchase intention. Based on the findings, all sub-variables of the media credibility showed strongpositive relationships. Following the hypothesis testing of demographic char- acteristics, there was a difference in age, gender, education level and monthly income with respondents ' purchase intention. Nationality, however, was the only demographic factot to show no such difference.
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    Evaluating the performance of Thai equity funds
    (Assumption University, 2008) Ekkachai Boonchuaymetta ; Assumption University. Martin de Tours School of Management and Economics
    The focus of this study is to evaluate the performance of selected 48 open-ended equity mutual fonds in Thailand during the year 2003 through 2007. Four performance measures are used, the Treynor measure, the Sharpe measure, the Jensen measure, and Treynor-Mazuy measure. The empirical results reveal limited ability of mutual fand managers in both selecting undervalued stocks and forecasting the market correctly. Based on the market timing techniques of'Jreynor-Mazuy model, only ten mutual funds present significant positive coefficients of market timing ability. Consistent with the Jensen s model, only fourteen mutual fands show a significant positive coefficient of stock selectivity ability.
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    The relationship between consumers perception of media credibility and purchase intention : a case study of the Bangkok Post newspaper
    (Assumption University, 2008) Ruj Vanasuntakul ; Assumption University. Martin de Tours School of Management and Economics
    The main purpose of this research was to investigate the relationship between the respondents' perception of media credibility factors (content, trustworthiness and expertise) and purchasing inten- tion toward the Bangkok Post newspaper. In addition, the study also examined the differences in re- spondents ' demographic variables (age, gender, income, education and nationality) and their purchase intention toward the Bangkok Post newspaper. The data was collected by using self-administered ques- tionnaires, which were distributed to 3 groups; students, working professionals, and general public at selected venues in Bangkok The researcher found significant relationships between all media credibil- ity factors and respondents 'purchase intention. Based on the findings, all sub-variables of the media credibility showed strong positive relationships. Following the hypothesis testing of demographic char- acteristics, there was a difference in age, gender, education level and monthly income with respondents ' purchase intention. Nationality. however, was the only demographic factor to show no such difference.
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    The relationship between personal-oriented values, attitude towards, and purchase intention of facial whitening products
    (Assumption University, 2008) Ma, Mengli ; Assumption University. Martin de Tours School of Management and Economics
    The main purpose of this study is to explore the relationship between personal-oriented values, attitude towards, and purchase intention of facial whitening products of Thai male consum- ers. This research utilized List of Values (LOV) to measure nine personal-oriented values. Sample survey technique was applied and a self administered questionnaire was established in order to collect data in Bangkok. The researcher found that six out of nine personal-oriented values had low positive relationships with attitude towards facial whitening products; however, attitude had a high positive relationship with purchase intention of facial whitening products.
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    A simple test of the CAPM model under bull and bear market conditions : the case of Thailand
    (Assumption University, 2008) Phassawan Suntraruk ; Assumption University. Martin de Tours School of Management and Economics
    The current study is aimed at examining the explanatory power of the CAPM model in Bull and Bear markets for Thailand from 2000 to 2006. Using the varying risk model suggested by Fabozzi and Francis (1977), the study evidences that the systematic risks or betas do not differ between Bull and Bear periods. The substantial forces of Bull and Bear markets have no impact on the CAPM model. The CAPM is still robust. Moreover. the study observes size effect in which small stocks are found to outper- form large stocks, regardless of market conditions. However, the reversal of size effect persists in the Bull periods. The results of this study suggest two important implications for the Thai market. First, investors could employ the traditional CAPM model. Second, it is not necessary to predict future Bull and Bear market conditions when estimating the risk premium.
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    Thai consumers' perception and attitude toward the quality of Chinese brand television sets
    (Assumption University, 2008) Ran, Ting Ting ; Assumption University. Martin de Tours School of Management and Economics
    This study examines the relationship between extrinsic cues, intrinsic cues and Thai consumers' perception and attitude toward the quality of Chinese brand television sets. The data for this study were collected through personal inten4.ews in five hypermarkets and five department stores in Bangkok from October 2007 to January 2008. The research results indicated that there are relationships between all extrinsic cues (country of origin, brand and price) and intrinsic cues (appearances, picture quality and sound system) and Thai consumers 'perception and attitude toward Chinese brand television sets.