Browsing by Subject "AU-GSB e-Journal"
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    Abnormal return on stock split-revisiting the evidence of Thailand during 2009-2018
    (Assumption University Press, 2020) Sedthaporn Tosiriwatanapong ; Thananporn Sethjinda ; Nopphon Tangjitprom
    An abnormal return on the stock split is one of the most prominent debates in the finance industry. Positive signaling and optimal trading range hypotheses are underlying principles that are commonly used to describe a positive market reaction to the stocksplit. This research paper focuses specifically on the market’s reactions by the announcement date of the stock split, applying firm size and price range to explore insightful connections. The samples are listed companies in the Stock Exchange of Thailand(MAI excluded) with a stock split from January 1, 2009, to December 31, 2018, aiming to capture data in all economic cycles. To examine positive abnormal returns around announcement date, the event-study-methodology is applied. The study indicates that average abnormal return (AAR) and cumulative average abnormal return (CAAR) are significantly positive during the announcement. Applying firm size in the study, the market tends to react more positively to small-size firms, likewise, low-price. The pieces ofevidence indicated that stocks responded more positively by reason of consciously or subconsciously anticipation to post-splits. The investors are able to apply the rationales and logic behind this corporate action to distinguish between fundamental changes and expectations for their investment decisions in financial markets.
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    Application of importance - performance analysis model in evaluation service quality of diving tour operator in Nha Trang (Viet Nam)
    (Assumption University Press, 2015) Linh, Vo Tran Hai
    The purpose of this study is to improve service quality for dive tour operators in Nha Trang (Viet Nam), so the objectives were set to understand the divers' opinion on dimensions of service quality of diving experiences in Nha Trang, and their evaluation of the diving tour operators' performance. Analysis employed the Importance - Performance analysis (IPA) paradigm based on five dimensions and twenty five attributes of service quality (Parasuraman, 1988). The results are significant to dive tour operators because it showed clearly the managerial implications in order to provide a quality service during the dive tourism experience. In details, it indicated that Tangibles, Responsiveness and Reliability were in the quadrant "Low Priority", which means low importance and low performance. Moreover, Assurance and Empathy dimensions had high importance and high performance, so they were in the quadrant of "Keep Up The Good Work".
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    Behavioral intention of Bangkokians to adopt mobile payment services by type of users
    (Assumption University Press, 2018) Benjaporn Benjangjaru ; Rawin Vongurai
    Technology and Trend of mobile payment or cashless wallet have continuously grown and the potential to replace the traditional payment method is large. The purpose of this study is to understand the factors that impact customer behavioral intention to start using mobile payment service in the case of Thai people in Bangkok. Also, investigate the difference between 2 types of user as personal used user and business owner user toward the behavioral intention to adopt mobile payment services. A conceptual model in this study was developed based on element of innovation diffusion theory and technology acceptance. The questionnaire was provided and collected by 400 respondents by convenience, quota and the snow-ball sampling method. The methods used to analyze are linear regression and independent sample t-test. The findings show which factors have impact on customer behavioral intention to adopt mobile payment service.
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    Beyond Disruptive elearning: holistic health integrated learning concept
    (Bangkok : Assumption University, 2019) Khanawath Teranitiwath ; Poonsri Vate-U-Lan
    The main objective of this study was aimed to propose an Integrated Learning Concept (ILC) for holistic healthcare. The ILC was developed to alleviate the crisis from the fact that people around the world, including Thailand, can now access a substantial amount of health care knowledge from various online sources, however, the percentage of ailment and premature death from non-communicable diseases (NCDs) is still high. With a literature review, the researcher’s direct experience as a pharmacist in Thai traditional medicine as well as an in-depth expert interview, ILC was designed to provide learners self-medicated healthcare knowledge and inspire learners to change the everyday choice they made to enhance their state of wellness. ILC was beyond disruptive eLearning. It was a blended learning approach that integrated online learning (a combination between traditional eLearning and online social learning) and traditional classroom with standard health check and Dhatu check. ILC was designed to disrupt the idea that traditional eLearning is the approach that best fits with all dimension of learning. ILC was developed to overcome the shortcomings of eLearning and to enable people to have better comprehension in holistic healthcare. And once the development was finished, ILC shall be tested by comparing with a traditional eLearning class.
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    A blended piano teaching model for non-piano music major students in Hunan city University
    (Assumption University Press, 2020) Zhu, Lu ; Thanawan Phongsatha ; Apichart Intravisit
    The purpose of this quantitative research is to improve the piano performance skills of the non-piano major sophomore music students in Hunan City University. Based on the Morrison, Ross and Kemp Model (MRK), the researcher selected Sight-Reading, Scales and Arpeggios, Etude and Piano Piece as components of training and assessment to construct the Blended Piano Teaching Model (BPTM). The purposive sampling technique had been employed to select samples and divided into two groups; one was the experimental group with 15 sophomores, and the other was the control group with 15 sophomores from 280 non-piano music majors in the School of Music, Hunan City University. The results revealed that the experimental group using the BPTM statistically significant improvein Sight-Reading, Scales and Arpeggios, Etude and Piano Piece components compared with the control group without applying the BPTM model. Therefore, it was concluded and confirmed that the BPTM was the effective teaching tools in piano teaching for non-piano major music students. As the result, the institutions should consider implementing BPTM as one of the piano teaching strategy.
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    Comparison of factors influencing Chinese people in Bangkok intention to use two online payment applications in Thailand
    (Bangkok : Assumption University, 2019) Lao, Mingyan ; Nathaya Pupat
    Thailand is the biggest travel destination for Chinese people, and more and more Chinese people come to Thailand to invest, travel, study and live. In addition to this, the trend for online payment application is more and more popular. Therefore, the main objective for this study was to find out and determined the factors influencing Chinese people in Bangkok intention to use Alipay and K-PLUS online payment application in Thailand. The factors that we studied were ease of use, convenience, system quality and usefulness. The survey method is applied questionnaire to collect data from a total of 385 respondents who had used both Alipay and K-PLUS online payment application in Thailand. The researcher applied both descriptive and inferential analysis to analyze the general information and test hypotheses. As the results, the researcher found out that ease of use, convenience, system quality and usefulness all has a significant positive influence on intention to use Alipay and K-PLUS online payment application.
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    Criticisms of Covid 19 versus the slow response of our leaders to global warming and depletion of the world's minerals with the response by leaders
    (Assumption University Press, 2020) Barnes, John
    This research paper reviews a broad range of the literature on three topicsFirstly COVID 19 pandemic. Secondly on responses by or leaders to global warmingThirdly on depletion of the world’s mineral resources. In terms of research design each of these three topics utilizes a critique of a selection of classical and current published documentary research.From narrative and documentary research sources.The purpose of this research is to stimulate discussion and more importantly immediate action by all members of the community. The paper highlightsissues important to continuance of all life on our planet.
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    Dark tourism: push-pull motivations, satisfaction experience and post behavioral intention-sites of Death Railway tragedy Kanchanaburi Province, Thailand
    (Assumption University Press, 2016) Raweewan Chanuanthong ; Batra, Adarsh
    The study investigated the "push and pull' motivations of visitors at the war memorial sites of the WWII Death Railway museums and cemeteries in Kanchanaburi Province. Also, the study identified how "push and pull' motivations influenced the satisfaction experience and post behavioral intention. Additionally, the study also attempted to explore the relationship between satisfaction of the experience and post behavioral intention. The research utilized self-completion surveys (handed-out) as the quantitative research instrument. The research revealed that there were six motivational factors but only four factors were used in the analysis to explore and reveal their influence on the experience satisfaction and post behavioral intention. It is recommended that tourism-related providers related to sites of Death Railway tragedy should understand the importance of the motivational factors of the visitors and combine these into travel programs and marketing.
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    Determinants of student satisfaction on continuing education intention: a case study of private university in Cambodia
    (Bangkok : Assumption University Press, 2021) Hok, Thavuth ; Jirapun Daengdej ; Rawin Vongurai
    The purpose of this study is to examine the impact of determinants of student satisfaction on continuing education intention for a master’s degree at a leading private university, locating in Kampong Cham province, Cambodia. The study was conducted quantitatively and applied the multi-stage sampling technique by employing purposive sampling, simple random sampling, and quotasampling method. A sample size of 600 students from year 1 semester II to year 4 who are studying in various majors in this private university were involved. This study adapted the Confirmatory Factor Analysis (CFA) and the Structural Equation Model (SEM)to identify the relationship and the impact of determinants of student satisfaction on student’s continuing education intention for a master’s degree at a private university. The results revealed that among six determinants of student satisfaction, 4 determinants namely curriculum quality, service facility, teaching quality, and campus life & social integration have significant impact student satisfaction. Moreover, student satisfaction had significantly affected intention for continuing education. Additionally, the most significant determinant of student satisfaction is campus life & social integration, followed by teaching quality, curriculum quality, and service facility, while college administration and financial assistance & tuition costs have no significant impact on student satisfaction.
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    Determinants of tntention to use DevOps in Cambodia’s technology industry
    (Bangkok : Assumption University Press, 2021) Lim, Soksophay ; Somsit Duang-Ek-Anong
    This research investigates the key determinants that impact the intention of developers to use DevOps practice in technology industry, mainly software development, within Phnom Penh, Cambodia. The study was carried out using a quantitative research method to survey 472 software developers, tech entrepreneurs, DevOps practitioners, software project team members, and IT leaders familiar with DevOps practice. The respondents came from software development, technology startup, telecom, internet service providers, financial service institution, technology consulting, and system integrators. The survey employed non-probability sampling method – judgmental, snowball, and convenience sampling. Online Google form was used in the survey from the period January to June 2021. Also, confirmatory factor analysis and structure equation model were used to validate and identify the relationship and the impact of various factors on the intention to use DevOps. Organizational usefulness, personal awareness, and perceived compatibility have significant direct impacts on the intention to use DevOps software development methodology by developers and practitioners. Also, subjective norm and perceived behavioral control internal have the indirect impact on the Intention through organizational usefulness. Moreover, perceived number of users impacts significantly on the perceived availability of complementary services; both indirectly impact the intention to use DevOps through perceived compatibility. Whereas, perceived cost and perceived pisk are not found to have significant impact on intention to use DevOps by the developers.
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    Development of an eLearning model in SMEs management skills for Thai food clusters
    (Assumption University Press, 2018) Patarakit Phisarnchananan ; Pornpop Saengthong ; Chitapa Ketavan
    The main objective of the study was to develop a web-based learning model in Small and Medium Enterprises (SMEs) management skills for Thai Food Clusters called MONARCHIST model. The model was conducted based on the needs of learners and experts’ recommendations by using Learning Management System (LMS) to facilitate an online course. The efficiency of the eLearning model developed was analyzed as well as the satisfaction of the Thai Food Industrial entrepreneurs towards the LMS. This study assesses the utility of mixed methods designs that integrate qualitative (In-Depth Interviews) and quantitative (Sample Survey) approaches. The data were collected from the entrepreneurs, who were working in five sectors of food production areas. This study used descriptive statistics, paired t-test, and correlation to measure the importance of satisfaction components. Research findings were that the MONARCHIST model met the 80/80 efficiency criterion. Additionally, participants showed significant improvement in their knowledge in business management after course completion (p<0.01). Furthermore, the satisfactory score of learners towards the MONARCHIST model was high (4.38 out of 5.00). These results conclude that the MONARCHIST model was effective and practical for implementation.
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