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Browsing by Subject "AU-GSB e-Journal -- 2016"

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  • Item
    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.
  • Item
    Factors affecting brand loyalty to cosmetics product: a case study of Thai consumers in Bangkok
    (Assumption University Press, 2016) Kanokwan Kitrungpaiboon ; Kim, Seongdok
    This research aims to investigate factors affecting brand loyalty to cosmetics products of Thai consumers in the Bangkok area. After reviewing related literature, four independent variables were selected in this research; word-of-mouth, perceived value, convenience, and satisfaction on product. To measure the constructs of the research instrument, a survey questionnaire was administered and data were collected from sample of 384 experienced cosmetics product purchasers in the Bangkok area, utilizing convenience sampling techniques. The significance and relationships of word-of-mouth, perceived value, convenience, and satisfaction on product towards brand loyalty to cosmetics product were tested and analyzed using the multiple linear regression. The result showed that all independent variables are positive predictors of brand loyalty to cosmetics products. This result provided important managerial implications to cosmetics industry to focus on customer retention and loyalty to enhance sustainability and profitability. Further investigation of the factors contributing to customer loyalty and in other geographical areas is highly suggested for future studies.
  • Item
    The factors affecting the attribute attitude towards credit card; the case study of credit card for bangkokian's generation X and Y
    (Assumption University Press, 2016) Parnuphan Phaisuwat ; Rawin Vongurai
    This study aimed to understand the factors that affect attitude toward credit card by bangkokian and also find the difference between generation X and Y in attitude toward credit card. The questionaire was conducted and collected 410 respondents by convenience, quota and snow-ball sampling method. The methods used to analyze the data are linear regression and independent sample t-test. The result shows free spending has the strongest effect to attitude toward credit card and there is significant difference between Gen-X and Y in attitude toward credit card.
  • Item
    The influences of store atmosphere on purchase intention toward a fast fashion brand in Bangkok
    (Assumption University Press, 2016) Pitchayapa Siddhibphongsa ; Kim, Seongdok
    The objective of this research is to investigate how store atmosphere influences purchase intention in fast fashion brands in Bangkok. There is robust growth and high competition in the fast fashion's market. Seven factors, which are music, color, lighting, traffic flow, space allocation, product display, and window display, are selected in order to find statistical relationship with purchase intention based on thorough literature review. Findings of this current research show that color, lightening, traffic flow, product display and window display have statistical influence on purchase intention whereas music and space allocation have not. This result provide important managerial implications to fast fashion industry to focus on purchase intention to enhance sustainability and profitability. Further investigation of the factors contributing to purchase intention and in other geographical areas is suggested for future studies.
  • Item
    OD interventions to develop commitment and engagement in software development teams
    (Assumption University Press, 2016) Sirichai Preudhikulpradab ; Fernando, Maria Socorro Cristina L.
    This paper presents some of the OD interventions to develop Commitment and Engagement in a software development company. It is based on the study of Preudhikulpradab, S. (2011) "Organization Spirituality: Commitment, Awareness, Readiness, and Engagement (C.A.R.E.) for Organization Development and Transformation: A Case of ABC Co., Ltd. This paper presents only the business practices, processes, and recommendations related to Commitment and Engagement in the focal system of the research.
  • Item
    A study of factors that affect consumer's attitude toward a "skippable in-stream ad" on YouTube
    ( 2016) Tidarat Chungviwatanant ; Kriengsin Prasongsukarn ; Sming Chungviwatanant
    Understanding consumer's attitudes toward advertising is imperative for marketers/advertisers. This research aims to study the factors that affect consumer's attitude toward a "skippable in-stream ad" on YouTube. The independent variables are "entertainment," "informativeness, " "credibility," and "irritation." The dependent variable is "consumer's attitude toward a 'skippable in-stream ad' on YouTube. The researcher used convenience sampling and online survey to develop and distribute questionnaires to the target population. The target population is consumers who have had some experiences and/or exposures to a "skippable instream ad" on YouTube. The researcher obtained data from 294 respondents; however, only 290 respondents met the research's requirement. Pearson correlation coefficient, multiple linear regression, independent sample t-test, and one-way analysis of variance (ANOVA) were conducted in this research. The findings indicate that "entertainment, " "informativeness," and "credibility" have a positive relationship with "consumer's attitude toward a 'skippable in-stream ad' on YouTube" while "irritation" has a negative relationship with "consumer's attitude toward a 'skippable in-stream ad' on YouTube." "Entertainment," "credibility, and "irritation" are significant factors in predicting "consumer's attitude toward a 'skippable in-stream ad' oh YouTube." The findings also suggest that a "skippable in-stream ad" should appear pre-video and the appropriate length of the ad should be around 15 seconds and not more than 20 seconds.
  • Item
    A study of price-changed-to-dividend ratio on ex-dividend dates: the case study of stock exchange of Thailand in 2012-2014
    (Assumption University Press, 2016) Rapeepat Techakittiroj
    Most of studies had a similar conclusion that the average stock prices on ex-dividend dates tend to be declined according to the corresponding amount of dividend even though it is the Book Value, BV, which is declined by the amount of dividend. As many stock traders did not achieve their results based on this conclusion, the research methodology was repeated to assert the myth. Because none of researches were based on data from the Stock Exchange of Thailand. the research methodology was repeated, only on cash dividends, for years of 2012-2014. Finally, the results were compared with the previous study and test on their difference among industries and years. The result showed that the ratio of different countries, e.g. United States, Japan and Thailand are not the same. However, the result showed no different among industries and years.
  • Item
    Why PhD students at a private university Thailand delay completing their doctoral dissertation or drop out
    (Assumption University Press, 2016) Barnes, John
    As a faculty member at a private university in Thailand, it is noticeable that the majority of doctoral students substantially delay writing their dissertation or drop out. It is to be emphasized that the program under discussion is a part-time program for students who work full-time with completion of their doctoral program scheduled over 3 to 5 years (i.e. semesters 6 to 10). Discussions with colleagues and friends from other doctoral programs both in Thailand and abroad, reveal that it is common for such programs to have slow or a low completion rate .(Mournier and Tangchuang, 2010). A review of the literature confirms that low completion rates (30%) are also common locally and internationally. (Dunn, 204, Marshall and Green 2007, Phillips and Pugh, 2000, Atkinson and Parry, 1997). The purpose of this study is to identify (through a review of the literature and through anecdotal evidence) the nature of the problem; the impacts on the several parties involved and to propose an educational management solution to the problems of drop-out or delay completion of a PhD.
  • Item
    The works of ten remarkable Italian's in Bangkok's history 1890's to 1970's-four artists, three architects, two sculptors and one renaissance man: a source for contemporary cultural tourism
    (Assumption University Press, 2016) Barnes, John
    In exploring Bangkok and in particular the Rattanakosin and Dusit areas one discovers a remarkable number of buildings and monuments of Italianate architectural design. A more detailed inspection reveals that most of those buildings also feature imported Italian marble on door and window frames floors and staircases. Inspection of those buildings reveals very beautiful interior paintings on walls and ceilings.

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