Browsing by Subject "Trust"
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ItemCONSUMER INTENTION TO PURCHASE AFTER EXPOSURE TO ADVERTISEMENT- A CASE STUDY OF THAI CONSUMERS IN BANGKOKAdvertising is a social form of communication that conveys the cultural values of a given society in such a way that the audience finds similarity between themselves and the cultural norms, values, and attitudes presented in the advertisements. Advertising is used for promoting commercial products and services. This study shows the impact of advertising toward customer purchase intention that is affected by various independent variables.
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ItemCustomer loyalty in the retail industry in Yangon, MyanmarPurpose: The purpose of this research is to investigate the factors impacting customer loyalty in the retail industry in Yangon, Myanmar. The study identified the relationship among product innovation, service quality, product quality, customer satisfaction, trust, communication, and customer loyalty. Research design, data, and methodology: A total of 491 respondents were used to collect the data via online and offline questionnaire. The sampling procedure involves judgmental, convenience and snowball sampling. Confirmatory Factor Analysis (CFA) was used to test factor loading, composite reliability, average variance extracted, Cronbach’s alpha, validities and goodness of fit. Additionally, the hypothesis testing results were produced by Structural Equation Modeling (SEM). Results: The result shows that service quality and product quality have a significant relationship on satisfaction. Furthermore, the relationship among satisfaction, trust and loyalty are significantly supported. For second order, there are causal relationship among semi/uncontrolled communication and its elements which are word-of-mouth, public relations, media relations, and social media marketing. Nevertheless, product innovation has no significant impact on satisfaction. Conclusion: Products itself and semi-uncontrolled communication are vital points to get customer loyalty in the long run through satisfaction and trust. Thus, organizations and marketers need to focus on a competitive edge to gain sustainability in customer loyalty.
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ItemDeterminant factors of purchase intention of luxury handbags: a case study of top three brands in BangkokThe objective of this study is to understand and identify the factors influencing the purchase intention of top three brands of luxury handbags in Bangkok. The variableswere social value, perceived luxury value, eWOM, trust, brand loyaltyand purchase intention. This study employed quantitative research methodology by using a survey questionnaire to collect data from 150respondents who had purchased or planned to purchase a luxury handbagin Bangkok through either online or offline channels. The descriptive and inferential analyses for this study employed frequency, percentage, mean, standard deviation, and Linear Regression. The study found that social value, perceived luxury value, eWOM, and brand loyalty factorshave significant influences on purchase intention ofluxury handbagsin Bangkok. Trust is the variable that has nosignificant influence on the purchase intention.
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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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ItemDrivers of E-Commerce Continuance Intention: a Comparison cross Baby Boomers, Generations X, Y, and Z in Thailand( 2021) Amonrat ThoumrungrojeGlobalization of trade and investments coupled with advancements in telecommunication and technology have driven growth in international business, particularly e-commerce. Focusing on business-to-consumer (B2C) e-commerce, this study investigates the drivers of post-COVID-19 pandemic e-commerce continuance intention across baby boomers, Generations X, Y, and Z in Thailand. Selfadministered online survey datafrom 851 Thai respondents obtained after the first lockdown were analyzed using multiple-group structural equation modeling. Results show that perceived risks in e-commerce have the strongest negative effect on trust, followed by utilitarian motivations while hedonic motivations only have marginal effect. From the total sample, utilitarian motivations are the most influential driver for continuance intention while trust has the least impact. Within each generation, although hedonic motivations represent the most important driver among baby boomers, utilitarian motivations are the only significant factor in Generation X, and are the most significant across Generations X, Y, and Z with trust being unimportant to Generations X and Y. Proposed relationships are marginally different between Generations X and Z, but not in other pairwise comparisons.
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ItemAn empirical analysis of determinants driving m-commerce adoption in ThailandThis empirical analysis evaluates the impact and correlation among various determinants including social influence, trust, cost, perceived enjoyment, personal innovativeness, perceived usefulness, perceived ease of use, attitude towards m-commerce, and intention to adopt m-commerce in Thailand. The survey method was applied by using 400 of online questionnaires to obtain the primary data from participants. The target population is people who are living in Thailand and have the experience in using m-commerce at least one time. It was found that most participants use mobile banking the most and the mobile stock trading is the least. For the statistical treatments of the data, Multiple Regression and Pearson Correlation Coefficient were employed to test all of 400 validated questionnaires through Statistical Software. All hypotheses were supported.
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ItemAn empirical investigation of factors affecting passenger’s repurchase intention towards low-cost airline in ThailandWith the economic situation at this time, being able to generate some profits for the airlines is difficult. However, to be able to survive in this changing world is harder. As there are many competitions in the aviation industry in Thailand. Airlines are competing with one another either by price promotion, or cost. Many factors are affecting the world’s economy right now. For example, economic war between the united states of America and China, the appreciation of Thai Baht, the political problems, and others to be able to survive in this crisis, creating the factor of repurchase intention would be the solution to all the airlines. The motive of the study is to investigate the influence of affecting factors: service quality in terms of tangible factors, schedule factors, service provided by ground personnel, service provided by flight attendants, trust, brand image, perceived value, and customer satisfaction on repurchase intention towards one particular budget-airline in Thailand. The researchers gathered data from real passengers of the low-cost airline at Don Mueang International Airport and Suvarnabhumi Airport, Thailand. The sample size of this study is 409 respondents. The data is collected by the questionnaire distribution. Descriptive research with quota sampling, judgement sampling, and convenience sampling under non-probability was applied. The five Liker-scale was used to help with the research instrument. The researchers applied descriptive and inferential analysis methods to complete the process. Besides, the Multiple Regression Linear was adopted to help test all the hypotheses. Based on the findings, the researchers found that service quality in terms of tangible factors, service provided by ground personnel, and service provided by flight attendants, trust, brand image, perceived value and customer satisfaction statistically have an influence on repurchase intention.
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ItemEnvironmental influences on Consumer‘s Purchasing Intention: A Study of Online Storein Thailand( 2015-11) Apichaya Siripokakul ; Kriengsin PrasongsukarnTheinternet users is gradually growing in Thailand. This led to the changes in the way of doing business such as the traditional wayswhich have shops and store room are changing to the online store and it creates a stiff competitive advantage tothe organization tooperating the business (Peffers and Santos, 1998). The objective of this study is to determine whether website environmental influencesboth website quality and website brand have a relationship with customer behavior on purchase intention toward the online retailer and whether this relationship influenced by consumer trust and perceived risk. The questionnaire was conducted with close-ended questions, distribute by convenience sample to 226 people but we cut out only who are experienced in shopping through the website in Thailand to 216 sample. The analysis was conducted by correlation analysis, the results indicate that website brand is the most important key factor than website quality to enhance consumer’s trust, and in turn, consumer purchase intention. The finding confirms that perceived risk has a negative relationship with consumer’s trust. The study suggests that website retailer should apply marketing strategy to build website brand image and brand awareness in order to create consumer’s trust and encourage customer purchase intention.
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ItemAn examination of Bangladeshi Patients' Loyalty towards a private hospital in Bangkok, Thailand( 2015) Afroz, Syeda Israt ; Apichart IntravisitThe study aims to understand what influence medical tourists, more precisely, Bangladeshi medical tourists' loyalty towards a private hospital. By considering four variables, which are: satisfaction, perceived value, trust, and destination image, this study conducts a survey-based research with 356 Bangladeshi patients who came to the hospital for medical treatment. The questionnaire, containing 42 items, covered the essence of four variables and the loyalty of the patient towards the hospital. The questionnaires were distributed from 1st April to 30th April, 2013. The results of the questionnaires were analyzed and interpreted in detail using the Statistical Package for Social Science (SPSS) version 20.0. Descriptive analysis section applies mean score, frequency, and percent to summarize data. To prove the hypotheses, Pearson correlation coefficient was used to find the relationship among satisfaction, perceived value, trust, destination image, and loyalty toward medical tourism in the private hospital. The result shows that medical tourists' satisfaction,k perceived value, trust, and destination image, all have a significant influence on tourists' loyalty towards medical tourism at this private hospital. The findings from this study should help them to plan their future to acquire the best outcome. recommendation has been proposed for the hospital management, Tourism Authority of Thailand (TAT), medical tourism sector for further action.
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ItemExamining factors impacting purchase intention of 3D cameras of Gen Y customers in Chengdu, ChinaPurpose: In marketing studies, purchase intention is a key indicator for the product development, marketization and sales strategy. Therefore, this study aims to examining factors impacting purchase intention of 3D cameras of Generation Y customers in Chengdu, China. Research design, data and methodology: This quantitative research selects 500 consumers between the age of 25 and 40 years old who are living in Chengdu, China and have at least one year of experience with top three 3D camera brands. Sampling techniques are judgmental, quota and convenience samplings. Item Objective Congruence (IOC) Index validity test and Cronbach’s Alpha reliability test were approved before the data collection. SPSS and SPSS Amos statistical software were implemented for Confirmatory Factor Analysis (CFA), including factor loadings, convergent validity, discriminant validity, composite reliability, AVE and goodness of fit. Structural Equation Model (SEM) was applied to test hypotheses. Results: Gen Y customers' purchase intention is significantly impacted by social influence, perceived quality, attitude, satisfaction, and trust. In addition, trust has the strongest significant influence on customer’s purchase intention of 3D Cameras. Conclusions: The findings contribute to marketers and salespersons to understand motivational factors of 3D cameras’ purchase decision of Generation Y customers, leading to the development of marketing and sales strategy for such products and other substitute gadgets.
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ItemExploratory and explanatory sequential mixed method towards repurchase intention of second-hand toys for collecting from Annpatinya Thammatiwat’s Facebook( 2018-05) Pattanawadee Chokhengtrakoon ; Chittipa NgamkroeckjotiThis study focuses on the relationship between customers experience, trust, and repurchase intention of Annpatinya Thammatiwat’ Facebook. Three sub-variables of customer experiences comprise store offering, customer service, and fulfillment reliability. The questionnaire was 100% distributed online. Purposive and convenience sampling methods were applied. Approximately 20% of population from Annpatinya Thammatiwat’s Facebook visitors responded as our sample. This study applies mixed method both exploratory and explanatory sequential design. Also, Pearson correlation coefficient and multiple linear regression (MLR) is applied to test all hypotheses.
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ItemA factor analysis on ideal leadership characteristics among young MBA students: a case study of international MBA program in Assumption University( 2016) Raoufian, Mohammad ; Sirichai PreudhikulpradabThis survey research used the quantitative approach and examined four variables, consisting of self-awareness, communication, trust, and team-building literature review. This study was conducted at Assumption University of Thailand, Hua-mak campus among current international MBA program students who were employees in different organizations in Bangkok. for analyzing the gathered data, analysis descriptive statistics and factor analysis were used to find out the perception of respondents, specifying the characteristics that were appropriate for grounding up as leadership development program, and then determined the priorities of these characteristics that could be fitted for proposing LDP. The procedure and finding of this study as the model can be used for schools of management, related training institutes, and organizations that would like to design and implement LDPs for their employees to train current or future leaders.
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ItemFactor influencing the customers to use online shopping platform for shopping cosmetics: a case study of people in Bangkok(Assumption University Press, 2020) Chutimun Mullasatsarathorn ; Kessara Choknuttakul ; Natthaya Thanasansakonphop ; Juthatip Taweekul ; Soonthorn Pibulcharoensit ; Somsit Duang-Ek-AnongNowadays social media highly influence people with the enjoyment of online platform such as chatting, watching, listing, working and/or shopping. The research has been gathered to survey and look into the points that impact consumers use of online shopping platform to shop cosmetics in Bangkok. The data were collected through questionnaire survey by distributing 400 questionnaires to 400 qualified respondents who are living in Bangkok and have experience from an online platform to shop cosmetics by using easy sampling techniques. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) are used to test the validity and credibility of the model and to analyze the impact between factors. The study results indicated that eWOM and Relative Advantage have a direct considerable impact on trust and indirect significant influence on attitude towards online shopping. Moreover, the research has been found that relative advantage, perceived benefit and trust also have a direct significant influence on attitude towards online shopping. Thus, the online platform encourages people to seek and consume products as well as cosmetics, customers could select the willingness of cosmetic products according to their preference.
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ItemFactors affecting customer loyalty towards hearty heart cosmetics: a case study local brand in Yangon, MyanmarThis research aims to determine the factors affecting customer loyalty towards Hearty Heart Cosmetics, a local brand in Yangon, Myanmar. The objectives of this research are: 1) to determine the impact of perceived value on customer loyalty; 2) to determine the impact of customer satisfaction on customer loyalty; 3) to determine the impact of service quality on customer loyalty; 4) to determine the impact of brand image on customer loyalty; 5) to determine the impact of trust on customer loyalty; 6) to determine the impact of customer intimacy on customer loyalty; 7) to explain customer loyalty, perceived value, customer satisfaction, service quality and brand image, trust and customer intimacy. The questionnaire was distributed to 400 samples to collect the data. The data were analyzed by using descriptive statistics such as frequency, percentage, mean, and standard deviation (S.D.). Inferential statistics was used to test the hypotheses and used multiple linear regression analysis at the significant level of 0.05. In this research, the results revealed that there are four variables that have a significant effect on customer loyalty namely: perceived value, customer satisfaction, brand image, and trust. The other two variables service quality and customer intimacy have no significant effect on customer loyalty .
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ItemFactors affecting customer satisfaction, trust, and repurchase intention towards online streaming shopping in Bangkok, Thailand A Case Study of Facebook Streaming PlatformThe purpose of this study targets to gain a deeper insight regarding customer satisfaction, trust, and repurchase intention towards live shopping on Facebook Live. This study applied Multiple Linear Regression to determine the factors affecting customer satisfaction, trust, and repurchase intention towards online streaming shopping on the Facebook platform. The study’s independent variables are price, perceived product quality, reputation, and perceived enjoyment. The dependent variables include customer satisfaction, trust, and repurchase intention. The questionnaire was distributed online to Thai people who live in Bangkok and have shopped through Facebook Live. Three hundred ninety-five respondents fit the required criteria collected by adopting convenience sampling, snowball sampling, and purposive sampling. This study showed that three out of four independent variables significantly affect customer satisfaction: perceived product quality, reputation, and perceived enjoyment, excluding price. Moreover, customer satisfaction and reputation substantially influence trust. Meanwhile, perceived enjoyment, customer satisfaction, and trust significantly impact repurchase intention. The researcher suggests that it is important to ensure the quality of the product sold, build trust between the platform and customers, and create an enjoyable shopping experience to encourage repeat purchases resulting in long-term profitability.
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ItemFactors affecting purchase intention toward organic vegetables in Bangkok, ThailandThe purpose of this research is to obtain a better understanding of purchase intention and actual purchase towards organic vegetables in Bangkok, Thailand. This study both primary and secondary data were used. The researchers applied the non-probability sampling method by using the purposive sampling technique for data collection. In order to determine the level of influence between the selected variables, the chosen statistical analysis approach in this study is simple linear regression and multiple linear regression. Three frameworks from previous studies serve as base for the creation of a new conceptual framework. The findings of this study showed that organic food knowledge significantly affect attitude, and four of five independent variables significantly influence purchase intention, the variables consist of health consciousness, attitude, price consciousness, and trust, excluding food safety concern. Moreover, purchase intention significantly influence actual purchase of organic vegetables.
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ItemFactors affecting satisfaction and trust of art students in senior high schools in ChengduThis studyaims to examine the factors affecting student satisfaction towards trust of 500 students in art education in senior high schools (grade 10-12) in Chengdu, China. The conceptual framework is developed on how image, perceived value, service performance, positive affect, social environment influence student satisfaction and trust.Research design, data and methodology:Quantitative approach(n=500)was used to distributeonline and offline questionnaires. The nonprobabilitysamplinginvolvesjudgmental sampling, quotasampling random sampling, convenience sampling and snowball sampling. Before thedata collection, Index of item-objective congruence (IOC) and Cronbach’s Alpha for pilot test (n=50)were implemented. After the data collection, researcher accounted the Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were applied to confirm hypotheses and goodness-of-fit. Results:The results werethat image had the strongest significant effect on student satisfaction, followed by positive affect on student satisfaction, student satisfaction on trust, social environment on student satisfaction. Nevertheless, non-supported relationships were perceived value on student satisfaction, image on perceived value, service performance on student satisfaction.Conclusions:Academic practitioners were recommended to focus on building high level of student satisfaction and trust by ensuring good social environment and facilities, high service standard, promoting school image properly and communicating efficiently.
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ItemFactors impacting on online purchasing behaviour toward consumers in Bangkok, ThailandThis research aimed to analyzethe factors that affect online purchasing behavior of consumers who live in Bangkok, Thailand. The variables that have been used in this study framework were perceived risks, perceived advantages, hedonic motivations, trust and security, and website content. The questionnaire was conducted and selected from 407 respondents in Bangkok area only by using non-probability sampling method as convenience and snowball sampling. The main method used to apply for this research are multiple linear regression which shows that website design and content is the most impacted factor toward consumers’ online shopping behavior. Thus, it showed that design and content of website towards online merchandise are the most important in determining online purchasing behavior of Bangkok consumers.Thefinding suggestedthat by enhancingthe consumer purchasingintentions, the online stores should rather focus on website design and content factors than address reliability and trust issues.
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ItemFactors influencing Bangkok people purchase intention towards Tesco Lotus house brand productsThis study aimed to determine factors influencing Bangkok people purchase intention towards Tesco house brand products. The study was a quantitative research using Cronbach’s Alpha, Descriptive and Inferential Statistics to determine the reliability of questionnaire analyze demographics information and test hypotheses, respectively. There were 412 questionnaires distributed to samples who live in Bangkok and never been bought Tesco Lotus house brand products Purposive sampling, quota sampling and convenience sampling were employed in this study. The findings presented that there were three variables that had a significant effect on purchase intention which were price, trust and perceived value. However, there were no influence of product, store brand image, and brand awareness toward purchase intention. Moreover, there is no significant mean difference in purchase intention regarding Tesco Lotus house brand among Bangkok people with different monthly income levels.