Now showing items 1-17 of 17

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    Determinant factors affected repurchase intention of new characters of the Dead by Daylight 

    Arnon Eakviriyananich; Chittipa Ngamkroeckjoti; Piya Hirunwat (2017)

    Thailand's gaming industry has THB 9 billion in sales volume in 2016. Game developer has successfully developed merchandise technique strategy to launch games to market. Online game namely "Dead by Daylight" is recently well-known among Thai's players, which has currently 350,000+ players. This study examines the factors affecting repurchase intention of the new character in Dead by Daylight. Multiple linear regression (MLR) analysis explored the significant relationship among Exploratory Orientation, Value to Money, Character Identification, ...
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    Determinant Factors of Turnover Intention: A case study of Air Conditioning Company in Bangkok, Thailand 

    Chittipa Ngamkroeckjoti; Phattarapon Ounprechavanit; Thongdee Kijboonchoo (2012-12)

    This study aims to help a Thai air conditioning company to understand the turnover intention of employees based on their perception towards the company. Turnover intention revealed the likelihood of leaving the current job by an employee. If turnover rate of skilled professionals was high, the organization might lose the human capital, such as skill, knowledge, and trained human resources to his competitors. Thus, turnover of these individuals incurred both replacement costs and a competitive loss. This research studied factors influencing ...
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    Determinant factors that affect repurchase intention of OTOP Thai leather bags: a case study of the Thai millennials 

    Warakij Traiwitthayasilp; Chittipa Ngamkroeckjoti (2019)

    This research aimed on how determinants factors (Value and Luxury Value) impacted upon repurchase intention of OTOP leather bag. This study used explanatory and exploratory mixed methods research designed by Creswell (2011). Firstly, this study has developed specific operational components based on pilot study and two theories that comprise and theory of were planned behavior (abbreviated TPB). There were two rounds of pilot study prior to complete the proposed model followed by questionnaire design. All 200 sets of questionnaires were ...
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    Determinant factors that affected reuse intention: a case study of Didi Chuxing Technology Company, Limited 

    Wang, Ting; Chittipa Ngamkroeckjoti (2018)

    This study examines the factors affecting reuse intention of the car service company, Didi in China. This study uses exploratory and explanatory mixed method sequential designed by Creswell (2011). There are two rounds of interview in order to confirm independent variables prior to quantitative methodology. As a result, this study distributes 201 sets of questionnaires via Wenjuanxing (online survey) from September to October 2018. Multiple Linear Regression (MLR) has applied through Statistical Analysis System (SAS) license number 12400609. ...
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    Determinant of revisit Intention of the Bangkokian Millennials: a case study of MK restaurant 

    Yuanjie, Du; Chittipa Ngamkroeckjoti (2018)

    This research aimed on how determinants factors (Service quality, Food quality, and Brand image) impacted upon revisit intention of MK restaurant (formerly known as MK Suki), one of the Thailand’s suki chains. This study used explanatory and exploratory mixed methods research designed by Creswell (2011). Firstly, this study has developed specific operational components based on pilot study and two theories that comprise SERVQUAL and theory of were planned behavior (abbreviated TPB), There were two rounds of pilot study prior to complete the ...
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    Environmental scanning practices during periods of high uncertainty 

    Chittipa Ngamkroeckjoti; Johri, Lalit M, jt. auth. (Assumption University, 2004)

    The research on environmental scanning practices of medium sized finance companies in Thailand, during and after the 1997 economic crisis, shows that companies with well-organized and managed environmental scanning process have steered through the turbulent environment and have become highly competitive in their posture. As companies focus on short and long term horizons and look at a broader set of factors they are able to better foresee changes in the environment and respond towards these movements more pragmatically. ...
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    EXAMINING THE FACTORS OF TRUSTING BELIEFS IN WEB SERVICE PROVIDER: A STUDY OF CONSUMER-TO-CONSUMER E-COMMERCE IN THAILAND 

    Thara Sabaijit; Chittipa Ngamkroeckjoti (2015-08)

    This research aims to examine the factors of trusting beliefs in web service provider toward the adoption of consumer-to-consumer e-commerce (through the discussion forum website). The research is primarily conducted based on theoretical discussions regarding the relationship between trust constructs i.e. disposition to trust and trusting beliefs. An exploratory sequential design generalized qualitative findings and also non-probability sampling technique was applied by using online survey to collect 800 samples who experienced online ...
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    Exploratory and explanatory sequential mixed method towards repurchase intention of second-hand toys for collecting from Annpatinya Thammatiwat’s Facebook 

    Pattanawadee Chokhengtrakoon; Chittipa Ngamkroeckjoti (2018-05)

    This 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. ...
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    Exploring relationship among brand innovativeness, brand knowledge and brand Loyalty: a case study of Huawei smartphone 

    Zhiyuan, Yu; Chittipa Ngamkroeckjoti (2018)

    This study explores an impact of brand knowledge and brand innovativeness on brand loyalty. It is a case study of Chinese who has currently used Huawei smartphone in any series. The study applied explanatory and exploratory mixed method sequential designed by Creswell (2009). Both pilot study with two rounds of interview and literature reviews has produced the proposed conceptual model paralleled with questionnaire designated. Multiple Linear Regression (MLR) technique to measure two relationships amongst brand knowledge, brand innovativeness, ...
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    Factors Affect Turnover Intention of Bangkok Air Conditioning Company 

    Supannachart Phanichrattana; Phattarapon Ounprechavanit; Chittipa Ngamkroeckjoti (2013-03)

    This study aims to elaborate the human resource department of a Bangkok air conditioning company to understand how to improve the turnover intention of employees based on their perception towards the company. Based on dual relationship, the first examines the relationship between environmental factors and job satisfaction. The second is the relationship between job satisfaction and turnover intention. Turnover intention revealed the likelihood of leaving the current job by an employee. If turnover rate of skilled professionals was high, ...
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    Factors affecting purchase intention of BYD new energy vehicles in China 

    Tan, Wenchao; Chittipa Ngamkroeckjoti (2019)

    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 ...
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    The impact of ethics towards job creativity: a case study of “A” hotel in Samutprakan Province, Thailand 

    Manapat Buphawate; Chittipa Ngamkroeckjoti (2018)

    This research focuses on how to understand Job Creativity of employees. The research questions were raised based on an emotional intelligence when interacting among colleagues in the same level as well as senior level. Moreover, based on the pilot study, employees are concerned about ethical behavior and ethical leadership towards job creativity of employees. This study use census population whom are employees working in “A” hotel. The questionnaire was distributed to 100 employees. There were no respondent restrictions in demographic aspects. ...
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    A reflection of mid-roll you tube advertising effectiveness (MYAe): a case study in Thailand 

    Thanonchakorn Kongsagoonwong; Chittipa Ngamkroeckjoti (2018)

    The article summarizes Mid-roll YouTube Advertising effectiveness theories. The objective of this research is to form an understanding regarding the factors that affect Mid-roll YouTube Advertising effectiveness. This study focuses on Audience's Attention, Audiences ‘attitudes towards Mid-roll YouTube advertising which includes, credibility, entertainment and the quality of information, and Perceived Intrusiveness. Moreover, SAS Enterprise is used to analyze the data. The research methodology copes with Pearson Product-Moment Correlation to ...
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    A reflection of mid-roll YouTube Advertising effectiveness (MYAe): a case study in Thailand 

    Thanonchakorn Kongsagoonwong; Chittipa Ngamkroeckjoti (2018)

    The article summarizes Mid-roll YouTube Advertising effectiveness theories. The objective of this research is to form an understanding regarding the factors that affect Mid-roll YouTube Advertising effectiveness. This study focuses on Audience's Attention, Audiences ‘attitudes towards Mid-roll YouTube advertising which includes, credibility, entertainment and the quality of information, and Perceived Intrusiveness. Moreover, SAS Enterprise is used to analyze the data. The research methodology copes with Pearson Product-Moment Correlation to ...
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    Sequential exploratory design of factors affecting FMVAs viewers’ response 

    Puripat Trichob; Chittipa Ngamkroeckjoti (2018-05)

    The research aims to examine the effect between the suspect variables which are Facebook Mid-roll Video Advertisements (FMVAs) Value, Perceived Intrusiveness, FMVAs Attitude, Word-of-Mouth (WOM) Intention, and FMVAs Viewers’ Response. The researchers developed questionnaire survey via Google Form (100% online survey) to collect 200 respondents in Bangkok, Thailand. Moreover, the researcher utilized SAS Enterprise license 12400609 to implement and analyze the data. The research methodology is Multiple Linear Regression to analyze the data and test ...
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    A study of purchase intention of imported organic cosmetic in Thailand 

    Pan, Qi; Chittipa Ngamkroeckjoti (2018)

    The research determines in which factors that impact on purchase intention of imported organic cosmetics in Thailand. This research used mixed method designed by Creswell (2011) which includes two phases. The first phase is explanatory sequential design; and the second phase is exploratory sequential design. The researcher has started an interview with two Thais who have had experienced at least once in purchasing imported organic product. Accordingly, three variables have confirmed. In the second phase, researcher designed a questionnaire ...