Browsing by Subject "Behavioral intention"
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ItemAssessing behavioral intention of outbound travelers' travel bubbles amid covid-19 in Phnom Penh, CambodiaPurpose: Travel Bubbles could be one of the solutions for outbound travelers in Cambodia during COVID-19, the research investigates the factors that influence the behavioral intention of outbound travelers to consider the travel bubbles amid COVID-19 in Phnom Penh. The key constructs are perceived usefulness, government support, innovativeness, trust, perceived risk, social influences, price value, and behavioral intention. Research design, data, and methodology: This study employs a quantitative method through the survey distribution to 500 participants. The sampling techniques involve judgmental, convenience, and snowball sampling. Before the data collection, the construct validity and reliability test were conducted by The Item Objective Congruence (IOC) Index and Cronbach’s Alpha coefficient value of the pilot test of 50 respondents. The data analysis was made in SPSS AMOS, applying Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). Results: The findings present that perceived usefulness, trust, perceived risk, social influences, and price value significantly influence behavioral intention, whereas government support and innovativeness have no significant influence on behavioral intention to adopt travel bubbles. Conclusions: This study contributes to its significance for the Cambodian tourism industry to understand the right action and approach effectively to reengage with the travel savvy in the recovery period during and post-pandemic.
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ItemBehavioral intention and level of usage on convergence media training platform on journalism university students of private universities in Sichuan, ChinaThis study aims to investigate the factors that affect students' behavioral intention and utilization of behavior in the convergence media training platform and to recommend cultivating converged media talents. Taking into account the development of the convergence media training platform, the Theory of Planned Behavior, the Technology Acceptance Model, and the Unified Theory of Plan and Technology Acceptance and Use were set out. The relationship between seven variables including Perceived Usefulness, Perceived Ease of Use, Attitude, Performance Expectation, Behavioral Intention, Social Impact, and Use Behavior was hypothesized. Four hundred and eighty (480) students from three colleges in Sichuan, China were the research samples. The Structural Equation Model (SEM) was utilized to examine the relationship between the variables. Moreover, the consequence revealed that most variables except the relationship between Perceived Ease of Use and Perceived Usefulness as well as Perceived Ease of Use and Attitude did not find a relationship among them. It is possible that students did not find the media convergence platform to be beneficial or simple to operate. In turn, It had no positive influence on attitudes. Hence, it is recommended that teachers and relevant departments strengthen communication and contact with the industry, provide students with more professional teaching content and practical skills training, cultivate a positive social environment, and enhance students' learning attitude and learning efficiency.
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ItemBehavioral intention of Bangkokians to adopt mobile payment services by type of usersTechnology 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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ItemA 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 EconomicsCustomer 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.
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ItemDeterminants affecting willingness of office workers to use coffee houses services in Bangkok during COVID-19 outbreakThe 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.
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ItemDeterminants 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 JaruwanakulPurpose: 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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ItemExploring 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, DepingPurpose: 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.
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ItemFactors impacting student's behavioral intention to use social media applications for online learningPurpose: Social media applications are powerful learning tools for a new norm of online learning in this era. Therefore, this paper aims to investigate the impacting factors of students’ behavioral intention to use social media applications for online learning. The conceptual framework proposes the causal relationships between attitude, information quality, perceived ease of use, perceived usefulness, service quality, social influence, and behavioral intention. Research design, data, and methodology: A quantitative method was used to distribute questionnaires to 500 students. Nonprobability sampling was adopted by using judgmental sampling, stratified random sampling, and convenience sampling. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used to analyze model fit, reliability, validity and hypotheses testing. Results: Social influence and attitude significantly impact behavioral intention. Furthermore, there are support relationships between perceived ease of use and perceived usefulness, and between service quality and perceived ease of use. Nevertheless, perceived ease of use and perceived usefulness have no significant impact on behavioral intention, and information quality has no significant impact on perceived ease of use. Conclusions: Social media apps developers and education managers should consider the importance of students’ behavioral intention to use social media applications for their effective online learning.
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ItemFactors influencing behavioral intention of online learning in the post-covid pandemic: a case study of a primary school in Chengdu, ChinaPurpose: This research aims to determine influencing factors of primary school students’ behavioral intention to use online learning in the post-epidemic in Chengdu, China. The conceptual framework contains perceived ease of use, perceived usefulness, attitude, habit, social influence, perceived behavioral control and behavioral intention. Research design, data, and methodology: Population and sample size are 450 parents of students who have been experiencing online learning at least one semester in one of a top primary school in Chengdu, China. The sample techniques used were judgmental, quota, and convenience samplings. Before the data collection, the results of index of item objective congruence (IOC) and Cronbach’s Alpha coefficient values were approved. Afterward, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were applied to measure validity, reliability, goodness of fit and hypotheses testing. Results: Perceived ease of use significantly influences perceived usefulness and attitude. Perceived usefulness has a significant influence on attitude. Attitude and perceived behavioral control significantly influence behavioral intention. Nevertheless, habit and social influence had no significant influence on behavioral intention of online learning among primary school students. Conclusions: Students were isolated and banned from physical classroom due to the spread of the virus, therefore, the Chinese government carried on the education as well as use online education to solve the imbalance for Chinese students via online learning during to post-epidemic.
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ItemFactors influencing customer attitude and behavioral intention towards consuming dietary supplementsThe 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.
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ItemFactors 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 KitcharoenThis 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.
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ItemHow do undergraduate students adopt online learning in Chengdu, China during covid-19?Purpose: This study aims to examine the online learning adoption of college students in Chengdu, China. The main variables constructed in a conceptual framework based on the technology acceptance model (TAM) and the unified theory of acceptance and use of technology (UTAUT) are perceived ease of use, perceived usefulness, attitude, social influence, facilitating conditions, behavioral intention, and user behavior. Research design, data, and methodology: The target population is 500 undergraduates. The sample techniques are purposive, stratified random, convenience, and snowball samplings. Before collecting the data, The Item Objective Congruence (IOC) Index and the pilot test (n=50) by Cronbach’s Alpha were used to assure content validity and construct validity. The data were analyzed by Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). Results: The results reveal that perceived ease of use significantly impacts perceived usefulness and behavioral intention. Attitude and facilitating conditions significantly impact behavioral intention. Behavioral intention has a significant impact on user behavior. On the contrary, perceived usefulness and social influence have no significant impact on behavioral intention. Conclusions: To ensure that all students can adopt digital learning successfully, educational institutions and the Chinese government needs to improve accessibility with the highest-performance online learning infrastructure for the country.
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ItemImpacting factors of postgraduates' behavioral intention and satisfaction in using online learning in Chengdu UniversityPurpose: 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.
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ItemInfluencing factors of behavior intention of master of art students towards online education in Chengdu public universities, China(Bangkok : Assumption University Press, 2023) Ying Min ; Ming Yang ; Jingying Huang ; Somsit DuangekanongPurpose: This study aims to investigate influencing factors of behavioral intentions to use online education of Master of Arts students from three public universities in the Chengdu region of China. The conceptual model contains perceived ease of use, perceived usefulness, social influence, effort expectancy, self-efficacy, perceived satisfaction, and behavioral intention. Research design, data and methodology: The researchers employed a quantitative approach of survey distribution to 501 participants. The sample techniques involve judgmental, quota and convenience sampling. The content validity method of Item Objective Congruence (IOC) Index was used, resulting all measuring items reserved by three experts. Pilot testing of 30 participants was approved under Cronbach’s Alpha reliability test. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were performed for data analysis, including goodness of model fits, validity, and reliability testing. Results: Perceived ease of use had the strongest influence on perceived usefulness toward behavioral intention. Furthermore, perceived usefulness, social influence, self-efficacy, perceived satisfaction, except effort expectancy, significantly impacted behavioral intention. Conclusions: The findings lead to the recommendations that educational administrators at public universities to enhance the behavioral intention to use online education by providing well-design online learning system and promote various benefits of using.
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ItemAn investigation of the factors influencing consumers of different generation's behavioral intention towards franchised Japanese restaurants in Bangkok, ThailandThis 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.
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ItemMeasuring patients' perceived hospital service quality: a case study of Nepal's Private HospitalWith 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.
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ItemMobile game players' behavioral intention to use facial recognition login system in Shanghai, ChinaPurpose: This research was designed to study the influences of perceived effectiveness of privacy policy, perceived privacy risk, perceived privacy self-efficacy, privacy concern, perceived usefulness, perceived ease of use, and the behavioral intention of mobile game players toward facial recognition login systems. Research design, data, and methodology: This research has applied a quantitative method to distribute questionnaires to mobile game players (n=701) in Shanghai, China. The sample techniques involve judgmental and convenience sampling. The index of item-objective congruence (IOC) and pilot test were employed before the data collection. Confirmatory factor analysis (CFA), and structural equation model (SEM) were implemented to analyze the data and test the overall model along with the proposed research hypotheses. Result: The analysis showed that perceived effectiveness of privacy policy, perceived privacy risk, perceived privacy self-efficacy, privacy concern, perceived usefulness, and perceived ease of use significantly impact behavioral intention. Privacy concern has the strongest impact on behavioral intention. Conclusion: Mobile game services need to provide a comprehensive and reliable privacy policy statement to reduce users’ privacy concerns. For the system, promoters need to emphasize how facial recognition login systems is safer and more convenient than the other sign-in system.
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