Browsing by Subject "AU Virtual International Conference Entrepreneurship and Sustainability in the Digital Era"
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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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    Adoption of online classes during COVID-19: an institution’s investigation on perception & behavioral intention
    (Bangkok : Assumption University Press, 2021) Udang, Lester Naces
    In the advent of COVID-19, there is abounding curiosity whether the shift to online classes is effective. Moreover, as to which factors affect effectiveness, would become important for policymakers, stakeholders, and administrators currently mitigating educational disruption. As for Rajamangala University of Technology, Tawan-ok (RMUTTO), factors encouraging positive perception and behavioral intention towards adoption of online classes were explored among its learners and lecturers. These factors were adopted from the Unified Theory of Acceptance and Use of Technology model (UTAUT), sample responses were analyzed through the Exploratory Factor Analysis & Structural Equation Modeling; and results were shown among factor relationships. Performance Expectancy & Facilitating Conditions influenced Attitude, and Effort Expectancy & Social Influence influenced Behavioral Intention – in both groups. Performance Expectancy over Behavioral Intention and Social Influence over Attitude were especially significant among learners; while, Effort Expectancy on Attitude was particularly significant among lecturers. Also, a disconnect among Facilitating Conditions & Behavioral Intention, and surprisingly, Attitude & Behavioral Intention were shown in this study. Furthermore, their current adoption was implored. Both groups felt that the current policy was necessary, beneficial but, to an extent, not practical. Both groups believed challenges were related to paucity and capacity in running online classes. Learners specifically addressed future issues in online learning related to its effectiveness, and lecturers emphasized its equity in online teaching – if classes were to resume online much longer. Practical implications of this study in technology acceptance would contribute significantly towards better adoption of online classes during this outbreak.
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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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    Burmese teachers’ perceptions of collaborative instruction and sources of student motivation for learning social studies
    (Bangkok : Assumption University Press, 2021) Nanmu, Gemma
    The purpose of this paper is to examine how middle school Social Studies teachers in five government basic education schools at Demoso Township, Kayah State, Myanmar, perceived (a) collaborative instruction, its objectives, and the roles of teachers and students in the collaborative instruction class; and (b) the sources of student motivation for learning Social Studies in relation to intrinsic goal orientation, extrinsic goal orientation, and task value. Data was mainly collected from in-depth individual semi-structured interviews with 10 middle school Social Studies teachers conveniently sampled from the target schools. From the data analysis, which was conducted using the systematic design of grounded theory, it was found that the participants perceived collaborative instruction as having three main objectives: to promote students’ sociocultural, ethical and learning behaviors; to promote students’ self-efficacy for learning Social Studies; and to promote teachers’ self-efficacy for teaching Social Studies; and the roles of teachers and students in the collaborative instruction were found to be in line with such objectives. Moreover, the sources of student motivation for learning Social Studies perceived by the participants were found to be in line with the three sources of motivation for learning identified by the value components of Pintrich and De Groot (1990). Based on these results, recommendations for Social Studies teachers, students and future researchers are provided.
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    The challenges of MICE industry after Covid-19 in Myanmar
    (Bangkok : Assumption University, 2020) Phu, May Me ; Batra, Adarsh
    Since the outbreak of the covid-19 has started globally, there are a lot of disruptions in tourism business. Travel, tourism, hotel and MICE (Meetings, Incentives, Conventions and Exhibitions) industry are facing immense challenges at present. Especially Myanmar is the developing country and business growth is still growing. Epidemic causes hundreds of events cancelled all over the world, and wakening to news of cancellations or postponements. MICE industry required to reconsider the options and to balance the priorities of upholding the health and safety of staff, sponsors, and attendees which is necessary to meet financial obligations and minimizing the losses caused by disruption. This research is a qualitative study and the purpose of the study is studyingthe challenges of the MICE business that will need to face during the recovery process. The aim of the study is to point out what is affecting the MICE industry during the crisis and what will be awaiting future for the MICE travel to step forward like other travel. In-depth interview is conducted with 9 managers of the hotels and DMCs from both of the destinations Yangon and Mandalay for investigation and analysis the role of each in the MICE industry. The thematic analysis method is used in this research to analysis the data. The study finds out that it is important to survive the situation with no revenue and the effective recovery plan. After the crisis, the collaborative strategies will be supportive for the future tourism industry in Myanmar. The study points out how the issue of social distancing impacting on the MICE products. This study will be helpful for MICE business crucial need to encourage tourism operators to involve with crisis preparedness and disaster-management strategies and it is important to increase a better understanding of the consumer response to disastrous event by all components of the value chain.
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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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    A comparative study of Chinese teachers’ expectations of students’ development between selected public and international kindergartens
    (Bangkok : Assumption University Press, 2021) Cai, Yingting ; Gonzalez, Orlando
    This study was aimed at comparing Kindergarten 3 teachers’ expectations of students’ development between selected public and international kindergartens in Nantong City, Jiangsu Province, China. Research design, data and methodology: Five public kindergartens and five international kindergartens were conveniently chosen for this study, and a total of 198 teachers (113 teachers from public and 85 teachers from international kindergartens) participated in it. Data were collected using the Teachers’ Expectations of Students’ Development Questionnaire (TESDQ), whose design was based on a questionnaire originally developed by Tremblay et al. in 2008. This research followed a comparative research design, and statistical analysis was performed using independent samples t-tests and a multivariate analysis of variance (MANOVA). Results: Significant differences were found between the Kindergarten 3 teachers from the selected public kindergartens and those from the selected international kindergartens, favoring the latter group that was found to have significantly higher levels of teachers’ expectations of overall students’ development, as well as of teachers’ expectations of students’ sociocognitive development, students’ motor development, and students’ literacy and numeracy development. Conclusions: The results obtained by this study indicate that being working in a particular type of kindergarten in Nantong City, Jiangsu Province, China, appears to have a statistical effect on the Kindergarten 3 teachers’ expectations of students’ development.
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    A comparative study of Grades 10 and 11 students’ motivation for learning English as a foreign language under gamification and teacher-centered activities at a private School in Bangkok
    (Bangkok : Assumption University Press, 2021) Natnapa Polsan
    The purpose of the study was to compare motivation for learning English as a foreign language under gamification and teacher-centered activity of Grade 10 and Grade 11 students at a private school in Bangkok, Thailand. The study was included seven objectives and was conducted during September 2020 to August 2021. 24 of Grade 10 and 32 of Grade 11 students of the second semester in the academic year 2020 at a private school were sample of the study. Both grade level students were divided into two groups; experimental group and control group. A pre-post quasi-experimental study was conducted for eight weeks. The data were analyzed by means, dependent samples t-test, and independent samples t-test. According to the findings, there was no significant difference between Grade 10 and Grade 11 students’ motivation for learning English as a foreign language under gamification activity and teacher-centered activity at a significant level of .05. From the eight weeks of the experiment with two different activities, the students who participated in experimental group which participate in class that used gamification activity were not significantly different compared to the students who participated in control group which participate in class that used teacher-centered activity.
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    The correlational of Chinese junior hight school students’ motivation, attitudes toward the learning situation with English as a foreign language academic achievement
    (Bangkok : Assumption University Press, 2021) Lin, Yanqiu ; Lynch, Richard
    The purpose of this quantitative correlational study was to determine whether there was a significant relationship between Grade 9 students’ motivation and attitudes toward the learning situation for learning English as a foreign language with English academic achievement at a private school in China. A total of 110 Grade 9 students participated in this study. Students’ motivation and attitudes toward the learning situation for learning English as a Foreign Language Questionnaire which was adapted from Gardner’s (2004) international version of Attitude/Motivation Test Battery (Gardner, 2010) was used in this study consisting of 50 items (Gardner 2004, 2010) under five subscales. The researcher collected data from Grade 9 students studying in the 2021-2022 academic year at a private school in China. For the analysis of the collected data, descriptive statistics, and correlational analysis (using multiple correlation coefficient) was used. The findings of the research indicated that there was a weak correlation among the students’ motivation and attitudes toward the learning situation for learning EFL with English academic achievement. Based on the findings, the researcher provides recommendations for students, teachers, school administrators, future researchers.
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    A correlational study of motivation and language anxiety for learning Chinese as a foreign language with Chinese academic achievement of Thai Grade 6 students
    (Bangkok : Assumption University Press, 2021) Zheng, Ying ; Lynch, Richard
    The purpose of this quantitative correlational study was to determine whether there was a significant relationship among Motivation and Language Anxiety with academic achievement for Learning Chinese as a Foreign Language of 164Grade 6students from a Thai government school in Trang, Thailand. The Motivation and Language Anxiety for Learning Chinese as a Foreign Language Questionnaire was used to collect data. The survey questionnaire was adapted from Gardner’s Attitude/Motivation Test Battery. Descriptive statistics (means, standard deviations) and multiple correlational analysis were used to analyze the data. The study findsings indicated a significantrelationship among the target variables -motivation and language anxiety for learning Chinese as a foreign language with Chinese academic achievement. Specifically, the research findings indicated that Grade 6students displayed a slightly low level of motivation and a slightly low level of language anxiety for learning Chinese as a foreign language. The research found that there was very weak relationship between Grade 6students’ motivation and their language anxiety for learning Chinese as a foreign language with Chinese academic achievement.
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    A correlational-comparative study of burmese high school students’ motivation and academic achievement in English as a foreign language class
    (Bangkok : Assumption University Press, 2021) Mu, Bu ; Gonzalez, Orlando
    The purpose of this quantitative study was to determine whether there was a significant relationship between motivation for learning English as a foreign language (EFL) and English academic achievement, and a significant difference in motivation for learning EFL, in terms of motivational intensity, desire to learn English, and attitudes toward learning English, between Grades 10 and 11 students at Mungmyit Sinli IDPs High School, Kachin State, Myanmar. A total of 225 students participated in this study. Motivation-related data were gathered through administering a survey questionnaire adapted from the international version of Gardner’s (2010) Attitude/Motivation Test Battery, while the English students’ monthly test scores were considered to measure participants’ English academic achievement. From the statistical analysis of the collected data, it was found that there was no significant relationship between Grade 10 students’ motivational intensity and desire to learn for learning EFL with their English academic achievement, while their attitudes toward learning English were found to have a significantly weak relationship with their English academic achievement. On the other hand, the results revealed that there was no significant relationship between Grade 11 students’ motivational intensity, desire to learn English and attitudes toward learning English with their English academic achievement. Besides, it was also found that there was a significant difference in motivational intensity between Grade 10 and Grade 11 students, while no significant difference was found in their desire to learn English and attitudes toward learning English. Based on these findings, recommendations for teachers, students, school administrators and future researchers are provided.
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    Development of a model of technology integration at a K-12 level
    (Bangkok : Assumption University Press, 2021) Rejepov, Amangeldi ; Thanawan Phongsatha
    There is no doubt that the way people live, interact, communicate, and conduct business changes dramatically. This change is known as the "digital revolution," which refers to the progression of technology from analogue, electrical, and mechanical tools to the digital tools accessible today. Furthermore, technology has begun to alter education, influencing how learners gain the skill sets required to prepare for future education and a profession and how educators use digital technological instructional strategies to educate. Various studies have been published that address the challenges to technology integration and, of course, the efficacy of technology in the classroom. This research attempts to develop a method to comprehend the influence of technology integration on educators' teaching performance at a private K-12 school in Hanoi City. The respondents of this study consist of fifty (50) educators who apply educational technology in their teaching. The findings revealed that all with the teaching performance measured, educators were described as very satisfactory. The study's results demonstrated that technology integration had a considerable influence on teaching performance. It is suggested that School Leaders continue to offer programs, seminars, and training workshops on technology integration to improve educators' performance.
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    The effect of computer-assisted phonics games on Thai Kindergarten students’ listening proficiency and English Phonics achievement
    (Bangkok : Assumption University Press, 2021) Rachanee Srimanothip ; Gonzalez, Orlando
    This study was aimed at comparing the Kindergarten 2 students’ listening proficiency and English Phonics achievement before and after using computer-assisted phonics games in English Phonics class at an international school in Bangkok during the academic year 2020-2021. This research followed a one group pre-test post-test pre-experimental research design. One conveniently chosen class of 13 Kindergarten 2 students participated in this 8-week study. An instructional intervention was implemented in English Phonics class two sessions per week and 40 minutes per session. Statistical data analysis indicated that the difference between participants’ listening proficiency before and after using computer-assisted phonics games in English Phonics class was significant, favoring the latter condition. Moreover, the participants’ listening proficiency improved from good before using computer-assisted phonics games, to excellent after using such games. It was also found that there was a significant difference in participants’ English Phonics achievement before and after using computer-assisted phonics games in English Phonics class, favoring the latter condition. Results from the data analysis also showed that Kindergarten 2 students’ English Phonics achievement improved from a recommendation for English Phonics class support before using computer-assisted phonics games, to an excellent achievement after using such games. Based on the research findings, recommendations for students, teachers, administrators, curriculum developers and future researchers are provided.
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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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    An empirical investigation of Video Game control users: examining the influence of social media advertising, social media promotion, E-WOM, and brand image on purchase intention in China
    (Assumption University Press, 2020) Li, Ningqin ; Sirion Chaipoopirutana
    With the rapid development of technology in gaming, more and more consumers have accepted electronic games,and major manufacturers are continually launching their new game consoles. Playing games has gradually become the leading entertainment activities for people all over the world. This research aims to study the influence of social media advertising content, social media promotion content, E-WOM, and brand image on Chinese consumers' purchase intention towards game console. In this research, the researchers collected the data from 300 Chinses customers who use the game consoles through online platform. Simultaneously, this study uses non-probability sampling including judgement and convenient sampling techniques, to collect the data. The researchers also applied 5-point Likert scale for research instruments. Descriptive and inferential analysis are used to analyze the data of demographics and linear regression is also applied to test the hypotheses. The researchers found that social media advertising content, social media promotion content, E-WOM, and brand image were positively influence purchase intentions. Especially the brand image, it has the most significant influence on purchase intention.
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    An empirical research on factors influencing customer satisfaction and behavioral intention to repurchase towards fast food restaurant in Dhaka, Bangladesh
    (Assumption University Press, 2020) Mumtaz, Syeda Karishma ; Sirion Chaipoopirutana
    The purpose of this research is to investigate the factors influencing customer satisfaction and behavioral intention to repurchase of customers towards KFC restaurant in Dhaka, Bangladesh. Empirical testing is conducted to deduce the result of this research. Data were collected from 450 respondents who have/had dining experience at KFC restaurant Dhaka, Bangladesh by using self-administered questionnaire. Multiple Linear regression (MLR) method was used for analysis and SPSS software was used to interpret the result. The researcher used judgement, quota, and convenience sampling to deduce the target population and location. It was revealed from the study that service quality in terms of tangible, reliability, responsiveness, assurance, and empathy has no significant influence on customer satisfaction. Perceived value in terms of hedonic and utilitarian value, price, food quality, physical environment quality has significant influence on customer satisfaction. Utilitarian value is a better predictor of customer satisfaction because of high beta value. Price, customer satisfaction and perceived value has significant influence on behavioral intention to repurchase. Customer satisfaction is a better predictor of behavioral intention to repurchase because of high beta value.
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    Empirical research on online repurchase intention: an assessment of ease of use, security, private concern, trust, and e-satisfaction towards online shoppers in China
    (Assumption University Press, 2020) Wang, Renyan ; Sirion Chaipoopirutana
    Nowadays, e-commerce is more and more popular, and has become an indispensable part of people's daily life. With the fantastic growth of online shopping quantity of Chinese users, the e-commerce platform is also overgrowing. This study focuses on five factors (security, ease of use, privacy concern, trust and e- satisfaction) that affect repurchase intention. In addition, this study focuses on China's online shopping platform and online shopping users. This study collected 389 questionnaires by online platform and the data from the questionnaires were analyzed and summarized. Descriptive and inferential analyses were applied to analyze the data, and the researchers applied five point Likert scales for the research instrument. In this study, the researchers applied Simple Linear Regression and Multiple Linear Regression to test all the hypotheses. The results of this study show that “security” and “privacy concern” have great influence on trust and e-satisfaction. The website ease of use has an important impact on customers' e-satisfaction. At the same time, the online security, e-satisfaction and trust have an important impact on customer repurchase intention.
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    An empirical study of the impact of active leadership on employee’s job satisfaction in the Subcontractor Company
    (Assumption University Press, 2020) Jutharat Reungrit ; Piyathida Praditbatuga ; Santhiti Treetipbut
    This research study examines the influence of transactional leadership components (contingent reward, management by exception (active), and management by exception (passive)) on employee’s job satisfaction among employees at KTK97 Subcontractor Company. Convenience sampling was used. A sample size of 300 respondents was drawn from employee who worked in KTK97 Subcontractor Company. Contingent reward was rated at the strongly agreed level, followed by management by exception (active) at the agreed level, and management by exception (passive) at the disagreed level.Simple linear regression analysis was used to test research hypotheses.It was found that among the transaction leadership components, contingent reward had a significant influence on job satisfaction while management by exception (active) and management by exception (passive) had no significant influence on job satisfaction.
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    English teaching and learning problems in the general program of Bangbowitthayakhom School, Thailand
    (Bangkok : Assumption University Press, 2021) Haranee Supasan
    This research was conducted at Bangbowitthayakhom School, Thailand, and aimed to investigate teachers and students' English language teaching and learning problems in the General Program as well as find feasible measures to solve the problems. A mixed research design was used to process the data collection and data analysis. There were three instruments applied in this study. (1) the 5 Likert scale questionnaire was administered to 275 students in the General Program by randomly selected one room per one level ranging from Mathayom 1-.6 and (2) the 5 Likert scale questionnaire was administered to 24 teachers from the Foreign Language Department. Additionally, (3) the semi-structured interview was performed by four teachers. The data was analyzed by percentages, means, and standard deviation of the questionnaire. The data from the interview was transcribed, categorized, and described. The study’s results revealed that students agreed at a high level with the problems about themselves. The list of the top three statements was: (1) students lack opportunities of using English outside the class, (2) students think in Thai first before they translate it into English, as well as (3) students want to study with native speakers of English more than Thai teacher respectively. The results from teachers' questionnaires showed that teachers agreed on a high level with problems involving students too. They mostly agreed that students thought in Thai first before they translated it into English. However, problems involving curricula and textbooks and other factors related to English language teaching were agreed to a moderate level. Lastly, problems involving teachers and assessment were at a low level. Despite this, teachers found feasible measures: game-based learning, and the flipped classroom method, and used student-centered approach to successfully solve problems. The teachers also recommend that the program should incorporate more opportunities for teacher development seminars. They believed these seminars would keep teachers up to date on the latest education techniques being used.
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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.