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Browsing by Subject "Behavioral intention"

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  • Item
    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.
  • Item
    A comparative study of customer perceived value as a driver for fine dining restaurant selection : a case of Thai consumers and expatriates
    (Assumption University, 2014) Warangrat Nitiwanakul ; Assumption University. Martin de Tours School of Management and Economics
    Customer perceived value is important as a key factor to predict consumption behavior, to un- derstand consumer insights, and to create competitive advantage and develop marketing strategies. The purpose of this study is to examine the relationship between customers' perceived value and its drivers which influence fine dining restaurant selection. This study proposes a framework and hypotheses by integrating the emotional model of Mehrabian-Russell ( 197 4) and Zeithaml 's customer perceived value theory (I 988). The results indicated that perceived value and monetary cost were the key factors that influence consumers' intention to select a fine dining restaurant. Food quality, service quality, monetary cost and non monetary cost were found to be the essential factors which directly affect the overall customer perceived value of fine dining restaurants, in a positive way for quality and a negative way for cost. The perceptions of customer perceived value and restaurant selection for Thai consumers and expatriates were different. For Thai consumers, food quality, service quality and positive emotion di- rectly influence value and restaurant selection was based mainly on perceived value and monetary cost. Expatriates, in contrast, emphasized the atmosphere and service quality, which enhance their positive emotion. Additionally, the positive emotion of the dining experience was a key factor for fine dining restaurant selection.
  • Item
    Determinants affecting willingness of office workers to use coffee houses services in Bangkok during COVID-19 outbreak
    (Bangkok : Assumption University Press, 2022) Krisana Kitcharoen
    The purpose of this study is to investigate the determinants influencing the willingness of office workers to use coffee houses services in Silom and Sathorn areas in Bangkok during the COVID-19 outbreak. The conceptual framework presented comprises variety seeking, desire for unique products, cosmopolitanism, personal innovativeness, product evaluation, behavioral intention impact willingness to use coffee house services. The sample (n = 490) was gathered from online questionnaires using convenience and snowball sampling techniques. The study employed the Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) for the data analysis to confirm reliability, validity, goodness-of-fit of the model, and hypotheses. The findings revealed that variety seeking and personal innovativeness significantly impacted product evaluation and behavioral intention. In contrast, the desire for unique products and cosmopolitanism had no impact on product evaluation and behavioral intention. In addition, both product evaluation and behavioral intention also had a significant impact on the willingness to use coffee house services. Therefore, for practical implications, business owners and entrepreneurs could enhance product varieties to attract more customers for better sales revenue generation.
  • Item
    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.
  • Item
    Exploring behavioral intention towards hybrid education of undergraduate students in public University in Chongqing, China
    (Bangkok : Assumption University Press, 2022) Luo, Lai ; Soonthorn Pibulcharoensit ; Krisana Kitcharoen ; Feng, Deping
    Purpose: This study investigates key factors influencing behavioral intention to use hybrid education of undergraduate students in Arts and Design of three universities in Chongqing, China. Perceived ease of use, perceived usefulness, performance expectancy, self-efficacy, effort expectancy, social influence, and behavioral intention were associated in a conceptual framework. Research design, data, and methods: The researchers used a quantitative approach for survey distribution to 500 participants. The sampling techniques involve judgmental, quota and convenience sampling. Item Objective Congruence (IOC) Index and Cronbach’s Alpha reliability test were approved prior to the data collection. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were used to test models’ goodness of fit, validity, and reliability. Results: Perceived usefulness has the strongest significant impact on behavioral intention, followed by perceived ease of use, self-efficacy, effort expectancy, and social influence. Furthermore, perceived ease of use strongly and significantly impacts perceived usefulness. In contrary, the relationship between performance expectancy and behavioral intention was not supported. Conclusion: Hybrid education has gained the most concern in the system adoption for teaching and learning effectiveness. Therefore, educational stakeholders should identify the main contributors to achieve the hybrid learning implementation and increase student engagement and learning performance.
  • Item
    Factors affecting behavioral intention on Mobile Application Towards Generation Y in Bangkok, Thailand
    (Bangkok : Assumption University, 2017) Jarruspong Makkul
  • Item
    Factors influencing customer attitude and behavioral intention towards consuming dietary supplements
    (Assumption University Press, 2020) Krisana Kitcharoen ; Rawin Vongurai
    The purpose of this study isto determine the key aspects that influence customer attitude towardsdietary supplement andtheirbehavioral intention to consume dietary supplements. The theory of planned behavior (TPB) is studied as thetheoretical framework for this study with small adjustment to derive theconceptual framework.The sample data (n=402) were collected through online questionnaire using google forms. The researcherused convenience sampling method to pick therespondents. The data were analyzed through Structural equation model (SEM)to derive model fit and test thehypotheses.From all the factors in the TPB model, Informational influence (Subjective norm) andPerceivedbehavioral control did not have a significant influence on attitude and behavioral intention of the consumer of dietary supplements. Attitude is the strongest influence in shaping behavioral intention of a consumer. However even though normative influence (Subjective norm) isn’t directly significant towards behavioral intention, it doeshave some indirect effect.The findings of the researchshowedthat attitude about dietary supplements has the strongest influence toward behavioral intention. However even if Normative influence didn’t have a significant direct influence,it did have an indirect effect as normative influence is the strongest and only factor that influences their attitude. Hence when promotingdietarysupplementcompaniesshould focus onbuilding a strong and positive attitude about their product through favorable normative influence.This studyuses TPBto investigate factors influencing Behavioral intentionto consume dietary supplements in Bangkok, Thailand.
  • Item
    Factors influencing university students’ attitude and behavioral intention towards online learning platform in Chengdu, China
    (Bangkok : Assumption University Press, 2022) Gao, Li ; Rawin Vongurai ; Kitti Phothikitti ; Siriwan Kitcharoen
    This research aims to determine the factors influencing university students’ attitudes and behavioral intention towards online learning platforms in Chengdu, China. The conceptual framework has been adopted from the theoretical studies and research models of the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT). A sample of 450 respondents was collected from online questionnaires using the multi-stage sampling technique of probability and non-probability sampling method for quantitative research to reach target respondents of experienced university students. The collected data were analyzed using the Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) to confirm the model fit and hypothesis testing. The results revealed that social influence was the most influential factor in behavioral intention, followed by attitude. The statistical finding shows no significant influence of facilitating conditions on behavioral intention. In addition, the antecedent of attitude was perceived usefulness. Therefore, the management of universities, lecturers, and marketing partitioners should emphasize building positive direct experience and ensuring benefits from using online learning platforms to formulate favorable attitudes, recommend to other peers, and encourage the usage behavioral intention for university students.
  • Item
    Impacting factors of postgraduates' behavioral intention and satisfaction in using online learning in Chengdu University
    (Bangkok : Assumption University Press, 2022) Lan, Wencai ; Xiang, Chaochu ; Yang, Ming
    Purpose: The study aims to investigate impacting factors of behavioral intention and satisfaction of postgraduate students in using online learning based on Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT), and the Information Systems Success (ISS). Research design, data and methodology: A quantitative method was applied to distribute questionnaire to 500 students of Chengdu University of China. Judgmental sampling, stratified random sampling, and convenience sampling were used as sampling techniques. Prior to data collection, item objective congruence (IOC) and Cronbach’s Alpha reliability test were used to validate the data. For the data analysis, confirmatory factor analysis (CFA) and structural equation model (SEM) were employed to measure factor loading, reliability, validity and goodness of fit indices. Results: Behavioral Intention had the strongest significant effect on satisfaction, followed by social Influence, perceived ease of use, effort expectancy, perceived usefulness on behavioral intention. Additionally, perceived ease of use significantly affected on perceived usefulness. In opposite, the relationship between self-efficacy and behavioral intention was not supported. Conclusions: Academic researchers and school leaders would adapt the important factors impacting behavioral intention and satisfaction in the selection of online learning system to meet student’s needs and their learning objectives.
  • Item
    An investigation of the factors influencing a low-cost airline passengers' behavioral intention in Bangkok, Thailand
    (Bangkok : Assumption University, 2017) Panupong Suebtimarat
  • Item
    An investigation of the factors influencing consumers of different generation's behavioral intention towards franchised Japanese restaurants in Bangkok, Thailand
    (Assumption University Press, 2018-12) Waratchaya Tanasapsakul ; Rawin Vongurai
    This research attempts to investigate the factors that impact consumer’s behavioral intention towards franchised Japanese restaurants in Bangkok as the number of franchised Japanese restaurants in Bangkok is decreasing which is different from the overall number of franchised Japanese restaurants in Thailand, and to examine the differences among three generational groups (Generation X, Generation Y and Generation Z). A conceptual model was developed based on previous studies that include quality of physical environment, service quality, food quality, customer perceived value and customer satisfaction to explain consumer’s behavioral intention. The questionnaire was distributed to 402 respondents by convenience, quota and judgment sampling methods. The statistical techniques used in this study are Multiple Linear Regression (MLR) and One-Way ANOVA. The findings reveal factors impacting behavioral intention towards franchised Japanese restaurants in Bangkok, and the differences among three generational groups. The outcomes of this study indicate that different generations have different perspectives towards franchised Japanese restaurants in Bangkok, and variables in the conceptual framework are linked. Hence, the franchised Japanese restaurants in Bangkok should focus on the variables mentioned in this study, integrate this study to consider their target customers by identifying them according to their generations, or serve different generations differently.
  • Item
    Measuring patients' perceived hospital service quality: a case study of Nepal's Private Hospital
    (Assumption University Press, 2017) Anupama Rajbhandari ; Apichart Intravisit
    With the shift in focus to patient recognizing healthcare to be different compared to other services, service quality measurement needs to be tuned specifically to healthcare. The purpose of this paper is to describe hospital service quality of Nepal's private hospital as perceived by Nepalese patients and to which patients’ satisfaction of health service quality impact upon their behavioral intention. Descriptive survey study design was adopted for this study. Survey method and 400 questionnaires were distributed to the outpatient. Only four private hospitals were evaluated in Kathmandu City. The data was analyzed using simple linear regression Analysis was applied to envisage the relation between dependent and independent variables. The researcher found that there exists a correlation between customer satisfaction and behavioral intention. Also, hospital service quality has an impact upon customer satisfaction. From the findings the researcher concludes to develop the right approaches personalization need to be improved which stabilizes the system appropriately and be contextualized to the true environment of the Nepalese consumers. Healthcare provider and hospital management should allocate the effort towards personalization to maximize patient satisfaction and to improve the perceived quality of healthcare services.
  • Item
    A study of behavioral intention of internet users in Thailand about internet payment system adoption
    (Assumption University, 2003) Duangporn Pyakjumroen
  • Item
    The differences of students traits in computer science program with the perception of using laptops for studying in Chengdu, Sichuan, China
    (Bangkok : Assumption University Press, 2022) Lei, Wang ; Hossain, Mohammad Shazzad ; Chompu Nuangjamnong
    With a sample size of 475 respondents, this study examined how students' disparities in computer science qualities affect their perceptions of using laptops for learning in a computer science program in Chengdu, Sichuan, China. A questionnaire was used as the research instrument. Conduct statistical analysis of variance on the data (Multivariate Analysis of Variance: MANOVA). Perceived ease of use (X̅) = 4.141, perceived usefulness (X̅) = 4.181, trust (X̅) = 4.147, and behavioral intention (X̅) = 4.166 were all high average scores. Meanwhile, at the 0.05 level of significance, gender, age, subjects in computer science courses, and types of laptop manufacturers have no statistically significant difference on perceived ease of use, perceived utility, trust, or behavioral intention. Thus, students use laptops in their study environments, and it was discovered that students' perceived ease of use, perceived usefulness, trust, and behavioral intention to use laptops for studying in computer science courses are generally positive, as the average score is higher, with no significant difference between student characteristics in gender, age, subjects in computer science courses, and types of laptop manufacturers.
  • Item
    The effect of behavioral intention to use hybrid education: a case of Chinese undergraduate students
    (Bangkok : Assumption University Press, 2022) Xie, Haifeng ; Krisana Kitcharoen ; Charnsid Leelakasemsant ; Varghese, Manoj Mechankara
    Purpose: The purpose of this study is to examining factors affecting undergraduate painting students' behavioral intention toward hybrid education in three public universities in Chongqing, China. Perceived ease of use (PEOU), perceived usefulness (PU), perceived satisfaction (PS), social influence (SI), performance expectancy (PE), Facilitating conditions (FC), and behavioral intention (BI) were used to develop the conceptual framework of this study. Research design, data, and methods: The researchers used quantitative study to distributing questionnaire to 500 participants, who are undergraduate students in the major of painting. The survey was conducted in three sample techniques which are judgmental sampling, quota sampling and convenience sampling methods. An item-objective congruence (IOC) of content validity and Cronbach's Alpha reliability test with 30 pilot samples were earlier assessed. Statistical analyses involve Confirmatory Factor analysis (CFA) and Structural Equation Model (SEM), including model goodness of fit, validity, and reliability. Results: Most hypotheses were supported with the strongest influence between perceived ease of use and perceived usefulness, except facilitation conditions which had no significant influence on behavioral intention. Conclusion: The recommends are that administrators in the educational sector of public institutions should emphasize the main contributors to hybrid learning implementation to increase student engagement and learning efficiency.

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