Browsing by Subject "Perceived behavioral control"
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    Attitude, job embeddedness, and turnover intention in GIG workers in Thailand: the roles of social influence
    (Bangkok : Assumption University Press, 2022) Teerathep Thepprasarn ; Sid Suntrayuth
    This research explored the association between the social influence of gig workers in Thailand and the level of attitude towards job insecurity and perceived behavioral controlamongthe perceptions of gig job workers. The study contributes to the literature by investigating job embeddedness and the level of turnover intentions. Social influence was investigated as a moderating factor that might affect the attitudes of the workers or have adirect influence on turnover intentions. Survey data were collected from 399 gig workers in 5 regions across Thailand. Multiple regression analysis and partial least squares structural equation modeling were used for data analysis. The results supported a negative association between job insecurity and job embeddedness, and a positive association between social influence and turnover intentions. Moreover, the analysis supported the moderating effect of social influence on gig workers attitudes toward job embeddedness.
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    Factors affecting purchase intention of BYD new energy vehicles in China
    ( 2019) Tan, Wenchao ; Chittipa Ngamkroeckjoti
    This research aimed on how determinants factors (Brand Image, Brand Reputation, Selfimage congruence, Subjective Norm, Perceived Behavioral Control and Environmental Attitude) affect the purchase intention of BYD new energy vehicle, one of the new energy vehicles made by a Chinese brand. This study used the two mixed method design by Creswell (2008). The mixed method is a combination of qualitative and quantitative research methods. This study also seeks to identify the factors that influencing purchase intention of BYD new energy vehicles in China by adapting modified Theory of Planned Behaviour (TPB). Firstly, the researcher conducted two rounds of interviews as a qualitative research, and then designed a questionnaire. All 100 sets of questionnaires were distributed via Wenjuanxing Forms (online survey). Multiple Linear Regression (MLR) was applied and the findings show that brand image has the greatest significant impact on purchase intention of BYD new energy vehicles, while subjective norm is the second, following by self-image congruence. This study will greatly help researchers and practitioners understand the complex relationships among brand image, brand reputation, self-image congruence, subjective norm, perceived behavioral control and environmental attitude towards purchase intention of BYD new energy vehicles in China.
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    Influencing factors of entrepreneurial intention among engineering students in Sichuan, China
    (Bangkok : Assumption University Press, 2022) Shasha, Yu ; Charnsid Leelakasemsant
    Purpose: The purpose of this study is to investigate the key factors that have a significant impact on the entrepreneurial intention of engineering students under the background of the construction of new engineering in Sichuan, China. The conceptual framework proposes Entrepreneurship Education (EE), Personal Attitudes (PA), Perceived Behavioral Control (PBC), Subjective Norms (SN), Entrepreneurial Self-efficacy (ESE), Entrepreneurial Creativity (EC) and Entrepreneurial Intention (EI). Research design, data and methodology: A quantitative research method (N=693) was adopted to issue questionnaires to engineering students in Xihua University. Non-probabilistic sampling technique includes judgmental sampling, stratified random sampling, and convenience sampling. Confirmatory factor analysis (CFA) and structural equation model (SEM) were used for data analysis and model measurement, including factor loading, reliability, validity and model fit. Results: The results illustrate Entrepreneurship Education (EE) was affected by entrepreneurial self-efficacy (ESE), perceived behavioral control (PBC) and personal attitude (PA). Entrepreneurial self-efficacy (ESE) had an effect on entrepreneurial creativity (EC). Personal attitude (PA) and entrepreneurial creativity (EC) significantly affected entrepreneurial intention (EI). Whereas ESE, PBC and SN did not significant to EI. Conclusions: Out of nine hypotheses, only six were supported to meet the research objectives. Therefore, it is suggested to carry out effective reform of entrepreneurship education in combination with the national construction of new engineering for improving students' entrepreneurial intention and promoting the development of innovation and entrepreneurship in China.