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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    Action research of goal-setting as ODI to improve employee motivation, engagement in Thai CCTV, Thailand
    (Bangkok : Assumption University Press, 2022) Fan, TingTing ; Preston, Joanne
    This study intended to answer the question of how to make Thai Central Chinese Television Group (Thai CCTV) profitable while improving customer satisfaction? The study investigations were through observations, interviews, and analysis of primary data from employees, suppliers, cable TV owners with total of thirty-three participants. In particular, the main research questions encompass as: 1) What is Thai CCTV’s current situation on employee motivation, employee engagement, operational excellence and customer satisfaction? 2) What ODI techniques can be implemented/ applied to increase the level of employee motivation and to increase the level of employee engagement? 3) Are there any differences between pre and post OD intervention on the level of employee motivation and employee engagement? 4) Are there any differences between pre and post OD intervention on the level of operational excellence? 5) Are there any differences between pre and post OD intervention on the level of customer satisfaction? The study used open-ended interview questions and qualitative approaches to conduct interviews during diagnosis, pre- and post-intervention and compare the results before and after the intervention. The findings reveal that the participants were unanimous in belief that goal setting plays a significant role which influenced employee motivation, employee engagement, operational efficiency and customer satisfaction.
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    An intervention to improve students' class engagement of art department in China
    (Bangkok : Assumption University Press, 2022) Chen, Chi ; Rawin Vongurai ; Somsit Duangekanong ; Papitchaya Wisankosol
    This paper aims to enhance student class engagement. The four objectives of the action research are as follows: 1)To diagnose the current situation of the focal organization on student class engagement, 2)To design and implement organizational development intervention (ODI), 3)To determine the differences between pre-ODI and post-ODI of students’ autonomy, relatedness, usefulness, interest and student class engagement, and 4)To investigate the relationship of students’ autonomy, relatedness, usefulness, interest and student class engagement. The target group is the 45 students who study “Visual Communication Design” major in Art Department of Heilongjiang International University in China. Mixed research methods are adopted to collect and analyze the data. The Pair sample T-test shows that there is significant difference in students’ autonomy, relatedness, usefulness, interest and student class engagement between pre-ODI and post-ODI. The studies show that there is a positive relationship between students’ autonomy, usefulness, interest, relatedness and student class engagement. The qualitative analysis of students’ reflection reports and classroom observation feedback by three instructors justified how the ODIs employed in this research. Based on the findings, further actions should be carried out to have a greater impact on the long-term development.
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    Analysis on influencing factors of art application behavior of comprehensive materials among art undergraduates in Chengdu Colleges
    (Bangkok : Assumption University Press, 2022) Zhang, Xueyong
    Purpose: The purpose of this investigation was to explain the affecting factors of the undergraduate students in art major using comprehensive materials for creation in Chengdu. Perceived Usefulness, Perceived Ease of Use, Social Influences, Subjective Norms, Attitude Toward Using, Behavioral Intention, all these six variables have a direct or indirect effect on Behavior, the ultimate goal of the study, so the framework of this study consists of the above 7 variables. Research design, data and methodology: The determinants of the study are adapted from three core theories, namely, theory of planned behavior (TPB), technology acceptance model (TAM) and flow theory. The questionnaire was used as a tool to collect quantitative data. The researcher selected 900 students from five universities in Chengdu to conduct a questionnaire survey. Confirmatory factor analysis (CFA) and the structural equation model (SEM)was used to measure and test the questionnaire data. Results: The results of this paper show that perceived usefulness is the direct factor that affects art majors' attitude toward using comprehensive materials, while perceived ease of use has no significant impact on it. Among other factors, students’ attitude toward using comprehensive materials has been proved to have impact on behavioral intention, and social influence and subjective norms have a significant impact on students' behavioral intention of using comprehensive materials, and behavioral intention directly affects the final behavior. Conclusions: The data shows that the artistic creation of comprehensive materials is widely applied in colleges and universities. Students' use of comprehensive materials is mainly influenced by the perceived usefulness of it, and students’ attitude toward using, behavioral intention are the biggest factors influencing their final behavior.
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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 attitude, satisfaction and behavioral intention of online learning usage among students during COVID-19
    (Bangkok : Assumption University Press, 2022) Zhong, Kexun ; Feng, Deping ; Yang, Ming ; Thanatchaporn Jaruwanakul
    Purpose: The objective of this research is to examine determinants of behavioral intention to use online learning among students in a higher vocational collage in China, including perceived ease of use, perceived usefulness, attitude, trust and satisfaction. Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB) were the fundamental theories of this study. Research design, data and methodology: A quantitative approach was used to distribute questionnaire to 500 third-grade students in Tianfu Vocational College of Chengdu. Purposive sampling, stratified random sampling, and convenience sampling were employed. After the data collection, confirmatory factor analysis (CFA) and structural equation model (SEM) were accounted to analyze the data in measurement and structural models, measuring factor loading, reliability, validity and model fit. Results: Perceived ease of use had the strongest influence on perceived usefulness, followed by perceived ease of use on attitude, attitude on behavioral intention, and perceived usefulness on behavioral intention. In opposite, the non-supported relationships were perceived usefulness and attitude, trust and satisfaction, and satisfaction and behavioral intention. Conclusions: The findings implied that academic researchers and education’s stakeholders should emphasize ease-of-use and benefits of using an online learning system that can help students’ learning experience to be more conveniently and effectively.
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