Browsing by Subject "AU-GSB e-Journal -- 2021"
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ItemDeterminants of student satisfaction on continuing education intention: a case study of private university in CambodiaThe 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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ItemDeterminants of tntention to use DevOps in Cambodia’s technology industryThis 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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ItemFactors affecting college students' intention to use English u-learning in Sichuan, ChinaThis research aimed to evaluate the effects of perceived ease of use, social influence, service quality, perceived usefulness, satisfaction, and attitude toward using and intention to use English u-learning on college students. Research design, data and methodology: This study was a quantitative study and the researcher obtained data for analysis by distributing questionnaires to the target population. the index of Item–Objective Congruence (IOC), pilot test, Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were methods utilized to analyze the data and test research hypotheses proposed. Results: The results showed that perceived ease of use and perceived usefulness of English u-learning, social influence, service quality, and satisfaction had positive direct and/or indirect effect on college students’ intention to use English u-learning. Satisfaction exerted the most significant influence on intention to use English u-learning. However, attitude showed no causal relationship with intention to use English u-learning. Conclusions: For English u-learning system developers, they should focus on improving perceived ease of use, perceived usefulness, and service quality of the system. For system promoters and management of education institutions, they ought to increase social influence of English u-learning and raise students’ satisfaction to improve their intention to use English u-learning.
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ItemThe factors affecting consumer traits, online marketing tools in impulsive buying behavior of online fashion stores, Bangkok ThailandThe purpose of this study is to identify the factors affecting consumer traits, online marketing tools in the impulsive buying behavior of online fashion stores in Bangkok, Thailand. In this study, the researchers aim to determine which factors will be the most effect on ideal self-congruence, fashion consciousness, positive emotion, materialism, product attributes, online platform quality, and online sales promotion toward impulsive buying in the market platform of online fashion. A total of 400 participants, which contain specific characteristics such as experiencing participating fashion online platform, aging over 18 years old, and multinationalism who live in Bangkok was used as target population. Both descriptive statistics and inferential statistics were used in data analysis such as frequency, percentage, mean, standard deviation (S.D.), and multiple linear regression (MLR) to describe demographic profile and the causal relationship between variables. In this study, results revealed that ideal self-congruence, fashion consciousness, materialism, product attributes, online platform quality, and online sales promotion have a positive significant effect on impulsive buying at a p-value less than .05, meanwhile, the positive emotion has failed to support the null hypothesis. This hypothesis testing applied that there has no significant effect on impulsive buying in online fashion stores in Bangkokian.
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ItemFactors affecting purchase intention of air purifier as green product among consumers during the air pollution crisisThe purpose of this study is to determine the awareness of people towards air purifiers during the pollution crisis in Bangkok. In addition, it is important for people in Bangkok to breathe good air as recently, the air is getting worse and so this would affect the lungs of young children and old people living at homes and may cause certain diseases. Therefore, the purpose of this research is to spread the awareness of purifier so that PM Level in Bangkok gets better and people can live a healthy lifestyle. The sample (400 respondents) was collected from online questionnaires by using convenience sampling technique and snowball sampling technique. The data were analyzed by using simple linear regression and multiple linear regression to confirm the hypotheses testing. The results revealed perceived consumer effectiveness, environmental consciousness, and environmental attitude have a significant effect on air purifier purchase intention. Meanwhile, on the other framework environmental knowledge and environmental consciousness are both significant for having an environmental attitude. The researchers’ study also stated that few people do not know about the air purifier. The findings of this study showed that all variables (perceived consumer effectiveness, environmental consciousness, and environmental attitude) have significant influences on purchase intention of air purifier as a green product. This study helps to increase the awareness of air purifiers among consumers as some of them do not really know the advantages of keeping the air purifier and how the air purifier acts as a green product in protecting the environment.
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ItemFactors facilitating foreign amateur musicians earn popularity on YouTube Worldwide: a case study of global and local identities of Thai Amateur Musicians(Assumption University Press, 2021) Pannawit Sanitnarathorn ; Thanyaratai Jaturatamrong ; Navaya Shinasharkey ; Jessada Chitrakorn ; Vitti Thitivongse ; Suttikorn TocharoenniwatsaiSince YouTube has been introduced to the music industry, it has played the important role for amateurs or unknown musicians to establish their own music careers while being independent from record labels. YouTube is recognized as one of freemium streaming music services helping musicians to publicize and increase their popularity in global audiences. However, not every musician would be popularly successful on being YouTubers or widely known enough. It leads to the questions what factors facilitating those musicians around the world became popular in this platform are. One of the most interesting factors is Globalization which means conducting business according to local and global considerations. Therefore, this research will focus on YouTube musicians in a country where a national identity is strong like Thailand which can be penetrated very well in this high competitive international market like YouTube. This research studied factors facilitating foreign musicians earn popularity on YouTube worldwide and how Thai amateur musicians succeed on YouTube. Quantitative data surveyed from a sample of 540 Thai who have experienced music via YouTube. Partial Least Square (SmartPLS) software was conducted to analyze Structural Equation Model (SEM). This study found that Culture Domination and Globalization are the highest two impact factors respectively towards YouTube popularity by foreign musicians.
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ItemThe impact of e-commerce on customer satisfaction and customer loyalty during the COVID-19 pandemic: a quantitative analysis in ThailandThe aim of this study is to identify the impact of e-commerce on customer satisfaction and customer loyalty among online shopping platforms in Thailand during the COVID-19 pandemic. This study analyzes user interface quality, information quality and perceived privacy as factors influencing customer satisfaction and loyalty. The samples (400 respondents) were collected from an online questionnaire by using snowball sampling, convenience sampling as well as stratified random sampling. After gathering the data, it was analyzed by using simple and multiple linear regression in order to confirm and show the significance of the hypotheses. For data analysis, Multiple and Simple Linear Regression analysis methods were applied as well as a Five-Point Likert scale method. This study found that user interface quality, information quality and perceived security have a significant, positive impact on customer satisfaction and loyalty. This study further suggests that in order to gain the loyalty of online customers, the online shopping platforms should focus on other factors e.g., trust, which influence customer satisfaction. Achieving these goals are highly likely to ensure customer loyalty. The limitations of this research paper are that it is specifically focused on Thailand and consumers living in Thailand. Therefore, the findings that result from this research might not apply to other countries around the world and will only represent the situation in Thailand.
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ItemAn improvement plan to enhance employee engagement using a needs assessment method: A case study of a company in ThailandThis research employed needs assessment research aims to co-create a development plan to enhance employee engagement. Five variables have been assessed: leadership, communication, collaboration, career advancement, and empowerment. The instrument employed is a structured 25-questions survey. The samples consist of full-time employees of the company (n=60) who are front-line workers and top-level managers. The research site is in Bangkok, Thailand. Key findings showed a significant gap between the current and expected situation on all five variables. According to the PNIModified value, the top three variables indicated the priority needs for improvement: 1). Leadership,2). Career Advancement, and 3). Communication. An improvement plan comprised five short-term and five long-term actions whereby the common focus is on reinforcing the participatory work environment and systems to strengthen connectedness and engagement between the organization, managers and subordinates.
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ItemIncreasing employee motivation and use of ERP system to enhance organizational performanceThis action research aims to study how to enhance organizational performance level at AAA, an electrical engineering and manufacturing company in Myanmar, which has initiated technology use in the operations by implementing ERP (Enterprise Resource Planning) system. The current situations were diagnosed by SWOT and STAR analysis and it was found that employee motivation and use of ERP system were required to improve to bring higher organizational performance level. Therefore, appropriate organization development interventions (ODIs) for the independent variables, which are employee motivation and use of ERP system, were designed and conducted to sixty participants of the focal company to meet the organizational expectations. Data was collected qualitatively through participatory and non-participatory observations and semi-structured interviews and quantitatively through surveys at pre and post-ODI stages. The impact of ODIs was analyzed by paired sample t-test, regression analysis, and content analysis and the outcomes indicated that employee motivation and use of ERP system and the level of organizational performance level have improved after ODIs. The results proved that the improvements of the independent variables positively impacted organizational performance. In concluding the research project, the results were reviewed and the author gave recommendations for the further development of the focal company.
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ItemAn influence of advertising on consumer-based brand loyalty: a case study on a sports shoe brand in Bhopal IndiaThis study examines the factors that influence advertising on consumer-based brand loyalty focused on a sports shoe brand in Bhopal India which pointed to the advertisement, brand loyalty, brand trust, and perceived quality. The researcher carried out the analysis based on a quantitative approach and applied non-probability sampling as the convenience sampling technique. A total of 400 respondents who experienced the perception of advertising for searching information about sports shoe products were invited to participate in this study. The descriptive statistic was used as frequency and percentile to explain demographic profile meanwhile inferential statistic was used both simple linear regression (SLR) and multiple linear regression (MLR) to explain the causal relationship between advertising, perceived quality, brand trust, and brand loyalty in sportswear products. The results on simple linear regression exposed that advertising has a significant influence on brand trust and perceived quality, while perceived quality has also a significant influence on brand trust and brand loyalty which all the p-value have less than .05. The results on multiple linear regression discovered that brand trust and perceived quality have a significant influence on brand loyalty as p-value has less than .05 as well.
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ItemKey influencers of innovative work behavior in leading Thai property developersPurpose: This research paper aims to investigate the key influencers that have significant impact on innovative work behavior among employees of top five leading property developers in Thailand. The conceptual framework proposed causal relationship among Transformational Leadership (TL), Work Engagement (WE), Management Support (MS), Coworkers Support (CS) and Innovative Work Behavior (IWB) Research design, data and methodology: The researcher applied quantitative method (n=400), distributing questionnaires to top to middle management employees. The nonprobability sampling includes judgmental sampling in selecting top five property companies, quota sampling in scoping market capitalization and convenience sampling in collecting data and distributing of surveys online and offline. The Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) were used for the data analysis including model fit, reliability, and validity of the constructs. Results: The results explicated that transformational leadership, work engagement, management support and coworkers support have significant impact on innovative work behavior. Management support presented that strongest impact on innovative work behavior, followed by coworkers support, transformational leadership and work engagement respectively. Conclusions: Five hypotheses were proven to fulfil research objectives. Hence, management and human resource teams are suggested to provide assessment to measure level of influencers and people development programs to enhance innovation behavior at the workplace.
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ItemLeveraging leadership, collaboration,and decision-making to improve team effectiveness: a case of Education Gathering Group (EGG) Alumni Network in Kayin State, MyanmarThis article is survey-based research, comprising of two objectives, 1). to examine the current situations of leadership, collaboration, and decision making to improve team effectiveness of the Education Gathering Group (EGG) Alumni Network in Kayin State, Myanmar, and 2). to propose key developmental opportunities to improve team effectiveness. Research design, data, and methodology: The research site is Kayin State, Myanmar, with a total actual sample of 124 respondents who completed the survey. The instrument employed is a structured questionnaire, which is IOC validated and Cronbach Alpha Co-Efficient tested. The sampling technique is purposive sampling. Data is quantitative and treatments, comprise descriptive statistics, inferential statistics, and Pearson correlation. Key findings indicated that leadership (p=0.00, r=0.479) and decision-making (p=0.00, r=0.408), which indicated a significant correlation with team effectiveness, and collaboration (p=0.054, r=0.173), which indicated insignificant correlation. Five sets of recommendations are proposed, including strengthening the collaboration and upgrading network's activities, increasing communication to minimize misunderstanding among members, managing the perception by activating a sense of ownership, co-creating the alumni network by embracing the entrepreneurial of the voluntary network, and investing in a full-time post who orchestrates on-going activities of the EGG alumni network
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ItemThe middle managers' essential leadership styles: a case of Global Technology Company in MyanmarThis article is a needs assessment research, comprising two objectives, 1) examining the leadership styles and 2) proposing the Organization development programs to enhance the middle managers' leadership styles for the future development program. Five leadership variables are studied: transformational leadership, transactional leadership, authentic leadership, servant leadership, and adaptive leadership. The research instrument was a needs-assessment questionnaire to examine the differences and rank the priority needs using PNIModified. The target samples comprise generation Y and Z employees of Global Technology Company in Myanmar. The sampling method is purposive sampling, comprising of 60 respondents. The PNIModified results indicated that adaptive leadership was ranked the first-order need, servant leadership was ranked the second-order need, transformational leadership was ranked the third-order need, authentic leadership was ranked the fourth, and transactional leadership was ranked the fifth-order need. Four sets of recommendations for the Organization development program proposed for the managers and employees. Moreover, it is important at the management level to concentrate on performance and objectives rather than human desires to achieve operational effectiveness. Giving positive guidance and direction to employees would help them become more goal-oriented. Another main requirement in the global technology middle management is to monitor the success of subordinates and take prompt corrective steps.
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ItemMotives for inward foreign direct investment into Thailand: a quantitative analysisThis study aimed to formulate a conceptual framework regarding the Foreign Direct Investment (FDI) location choice made by corporations and identified the motivational factors of the FDI location choices. The framework and associated hypotheses were empirically tested in Thailand. The framework was derived from existing FDI literature and consists of market, resource and efficiency seeking motives as well as institutional factors and general macroeconomic indicators towards the FDI location choice in Thailand. The objective of this research was to extend the understanding of FDI location decisions and hence provide more informed recommendations to Thai policy makers and business practitioners, as well as contribute significant knowledge to academic literature about the most influential determinants for FDI location choice in Thailand. The approach was a quantitative analysis as this provided an overview of the determining factors of FDI inflows into Thailand. Data from a number of companies was collected by using a questionnaire. In order to ensure the reliability of the proposed survey, quantitative techniques such as Cronbach's Alpha and Item-Objective Congruence were applied. Furthermore, descriptive statistics and a multiple linear regression analysis were used to determine the influence of the independent variables obtained from the conceptual framework of this research study. The research study identified that macroeconomic indicators, market-seeking motives and efficiency-seeking motives have a significant positive influence towards the FDI location choice of Thailand. Notably, resource-seeking motives and institutional factors did not have a significant influence. To the best of my knowledge this research study contains no material previously published or written by another person except where due reference is made in the text of the examinable outcome.
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ItemOrganization development intervention on users acceptance of core banking system in MyanmarThis action research has three objectives, comprising 1) To diagnose the current acceptance level of users on the core banking system, 2) To implement Organization Development Intervention (ODI), and 3) To examine the impact of pre-ODI and post-ODI in perceived usefulness, perceived ease of use, attitude toward the use, and behavioral intention to use. The research site is MMM Microfinance Company Ltd, Myanmar, involving three groups of participants, which are loan officers, accounting, and IT departments, totaling 30 people. This experimental research employs structured questionnaires and semi-structured interviews for data collection, comprising two phases: pre-ODI and post-ODI Data analysis and treatments include the Pair sample T-test and Pearson Correlation test and the contents analysis of the interview’s passages translated from Myanmar to the English language for coding. The key findings show a significant difference between the pre-ODI and the post-ODI for perceived usefulness, perceived ease of use, attitude toward use, and behavioral intention to use. Recommendations comprise developing the core banking software usage in the focal organization, analyzing demographic factors and the acceptance of technology, and the relation of organizational structure and technology acceptance.
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ItemWorkplace diversity influenceon employee retention in organizations duringthe COVID-19The purpose of this study is to identify the factors influencing workplace diversity on employee retention in organizations during the COVID-19. In this study, the researchers aim to determine which factors will be the most effect on workplace diversity on employee retention in organizations during the COVID-19 variables in this study consisting of Supervisory relationship, perceived organizational support, perceived working climate, peer group interaction, diversity, and inclusion in the workplace engagement, and perceived organizational support. A total of 260 participants, which contain specific characteristics such as designation in human resource and non-human resource, gender, industry sectors, nature of industry, ownership, and age range. Both descriptive statistics and inferential statistics were used in data analysis such as frequency, percentage, mean, standard deviation, and multiple linear regression (MLR) to describe the demographic profile and the causal relationship between variables. In this study, results revealed that perceived working climate (PWC), supervisory relationship (SR), peer group interaction (PGI), and perceived organizational support (POS) have a positive significant effect on diversity and inclusion in the workplace engagement (DIW) at a p-value less than .05, also, diversity and inclusion in the workplace engagement (DIW) and perceived organizational support (POS) have a positive significant effect on employee retention during COVID-19 which all hypotheses support the null hypothesis.