Browsing by Subject "AU-GSB e-Journal -- 2019"
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ItemBeyond Disruptive elearning: holistic health integrated learning conceptThe 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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ItemComparison of factors influencing Chinese people in Bangkok intention to use two online payment applications in ThailandThailand 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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ItemAn empirical study of factors influencing on workers' purchase intention towards organic diet capsule in Bangkok, ThailandThailand is one of the biggest health supplement markets in Southeast Asia, and the trend for organic products is popular. Therefore, the main objective for this study was to understand and to find out the factors influencing of purchase intention towards Organic Diet Capsule in Bangkok, Thailand. The factors that were studied were health consciousness, green brand positioning, green brand knowledge, attitude toward purchasing green apparel products, subjective norms, and external perceived behavioral control. The survey method is applied, and questionnaires were distributed, and the data was gathered from a total of 400 respondents who are working at top 3 businesses area namely Bangrusk district, Klongtoey district and Huaykwang district in Bangkok, Thailand. The researcher applied both descriptive and inferential analysis to analyze the general information and to test the hypotheses. As the result, the most influencing factor is external perceived behavior and it shows that health consciousness, green brand positioning, green brand knowledge, attitude toward purchasing green apparel products, subjective norm, and external perceived behavioral control have significant influence on purchase intention toward Organic Diet Capsule in Bangkok, Thailand.
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ItemExtended UTAUT2 model on factors influencing of mobile commerce acceptance in Yangon, MyanmarToday, wireless telecommunication is well designed and there is significant evidence on the critical growth of wireless technologies in developing countries including Myanmar. However, the usage of mobile services and transactions such as mobile payment, mobile wallet, electronic business are still low in Myanmar. This research attempts to investigate the factors influencing Mobile Commerce acceptance in Yangon, Myanmar and examines the differences in acceptance level among three generation groups (Generation X, Generation Y and Generation Y). A conceptual framework was developed based on an extended Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) for M-Commerce, and two additional variables such as disturbance concerns and perceived trust on behavior intention on use of M-commerce. A survey data was collected from 405 the respondents who owned the mobile phone with M-Commerce knowledge in Yangon, Myanmar by using judgmental, quota and convenience sampling methods. The Simple and Multiple Linear Regression and One-Way ANOVA were used. Findings indicated that the five independent factors such as performance expectancy, social influence, facilitating conditions, price/value, habit from technology acceptance theory positively significantly influence the behavioral intention towards MCommerce acceptance. The two extended variables such as disturbance concerns negatively significantly, and perceived trust positively significantly influence the behavioral intention towards M-Commerce acceptance. Among significant factors, habit is the most influencing on M-Commerce acceptance and Generations such as X and Y are sensitive on trust while using M-Commerce.
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ItemThe factors affecting on customers purchase intention of white kidney bean productsThe research aims to study the factor affecting on purchase intention of white kidney bean product. In healthy market, the people are more concern about health food. The trend towards purchasing healthy products is growing among people. However, the white kidney bean is containing high nutrition, but it is not well known among Thai peoples. The white kidney bean is not popular in Thailand because almost the white kidney bean in Thailand are import from other country and hardly to find white kidney bean products in the market. So, there seems lacking in marketing research on the topic in preparation for new market of white kidney bean product. So, the quantitative questionnaires were conducted and also distributed 400 sets of questionnaires to the people who know the white kidney bean in Bangkok, Thailand. The respondents are both experience and unexperienced in white kidney bean. The descriptive analysis and multiple linear regression were used to confirm the results. A study of factors that affect the purchase intention include health consciousness, perceived product knowledge, perceived product quality, perceived product price, and subjective norm. The result affirmed that all the factors are effect in purchase intention of white kidney bean product which is perceived product knowledge is the highest effect and perceived product quality is the lowest effect on purchase intention of white kidney bean product.
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ItemThe factors influencing on purchase intention of Thai and Chinese Customers towards the hotel industry in Bangkok, ThailandThis study aimed to examine the factors influencing on purchase intention of Thai and Chinese customers towards the hotel industry in Bangkok, Thailand. This research adopted descriptive research method which aimed to describe the target population and variables. The researcher applied nonprobability sampling as a sampling technique and collected the data through questionnaires with 400 respondents. The questionnaire were implemented in English language collected from tourist who stay at hotel in the top three rankings of hotel area in Bangkok (Pathum Wan district, Phra Nakhon district and Watthana district). A statistical software was used to test the data. Variables are measured by a fivepoint Likert scale. The first two hypothesis were tested by Multiple Linear Regression and other two hypothesis were tested by Independent sample t-test. Summary of the results, the findings of the conceptual model revealed that eWOM affected loyalty and purchase intention as shown in the results of hypothesis one and two.
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ItemImpacts on adaptation intention towards using accounting software in terms of technology advancement at work in MyanmarThis study aims to analyse the impacts that are influencing on individual’s adoption intention towards using accounting software by discovering the impacts on user’s adoption intention towards accounting software, providing the proofs that environment, cost and familiarity can lead user’s adoption intention in order to help in expanding the market share of local technology company. The required data for this research has been distributed as online questionnaires to the 500 qualified respondents around Yangon Region and collected to be examined. The collected data was analysed by Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM). The findings from the research explained about the important factors that the organization need to consider when developing and promoting for the accounting software.
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ItemImportance of networking behaviors and network resources to achieve sustainable competitive advantage of SMEs in Myanmar (Yangon)In the highly competitive environment, the sustainability of SMEs is one of the most important factors to the development of country economy .Therefore, SMEs are now finding the ways to survive and achieve sustainable competitive advantage by exploiting resources and network according to the resource-based view theory (RBV). In the resource acquiring process, networking is the main channel for the firms which require resources from external environment and networking behaviors of top management influence the organization networking effectiveness. In this research, the relationship between owner-managers’ networking behaviors and network resources, and network resources and sustainable competitive advantage of SMEs in Myanmar (Yangon) are examined. Differences among the types of SMEs (manufacturing, trade and service) to acquire network resources and achieve sustainable competitive advantage are also observed. Purpose: The main purpose of this paper is to identify the importance of networking behaviors of owner-managers and network resources in attaining sustainable competitive advantage of SMEs in Myanmar. Design and Methodology: This study applied multiple regression, simple linear regression and One-way ANOVA to analyze the data of 310 SMEs in Yangon. By using judgmental sampling, quota sampling and convenient sampling from manufacturing, trading and service sectors are surveyed. Findings: According to the direct relationship between networking behaviors (proactiveness, commitment, strategy and openness) and network resources, it is found that three of four hypotheses are significant at 0.95 confident intervals with R square of 0.65. For the direct relation of network resources to sustainable competitive advantage, it is significantly related with the p value less than 0.5 and R square of 0.1. Research Limitation / Implications: Not all SMEs are registered and only 55% of SMEs are registered in the data base of the study. Thus the outcome might not be generalizable enough for all SMEs in Yangon. Practical Implications: SME owner-managers can realize effective networking behaviors, networking channel to acquire resources and sustain their competitive advantage by exploiting these network resources. Moreover, SMEs can overcome resource-deficit nature by networking and maintain employment rate and create jobs by achieving sustainable competitive advantage. Originality / Value: The paper provides the importance of networking, network channels and resources in attaining sustainable competitive advantage of SMEs.
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ItemKeep it simple: a relentless business strategy in a world of complexity the XYZ corporate story in briefThe objective of this study is to demonstrate how XYZ Corporation has perfected the art of achieving simplicity in its business strategy within a complex business world in order to achieve market dominance in their field of carbonated cola-based beverages. This study achieves that aim by reviewing a selection of company historical records available in the public domain and a critical study by Elmore (2015) which identifies, that contrary to popular belief, XYZ Corporation only makes one core product i.e. XYZ concentrate and even the components of that concentrate come from other sources. The corporation blends the components of the concentrate at a small number of regional concentrate sites and then distributes the concentrate globally; to bottlers who provide the water; the sweeteners, the gas (or fizz) ; the bottling/canning, warehousing; distribution and promotional components for the finished product. The company has a long history and research by outsiders is discouraged, so some citations and associated references are dated.