Now showing items 1-20 of 23

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    Administration of tax planning through the use of trusts 

    Kuntiwa Singhaphan (Bangkok : Assumption University, 2017-06)
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    Natthawut Chartpathomrak (Digital Production Press, Assumption University, 2017)

    Advertising 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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    Ployrawee Yingcharoen (Digital Production Press, Assumption University, 2018)

    This 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 ...
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    Environmental influences on Consumer‘s Purchasing Intention: A Study of Online Storein Thailand 

    Apichaya Siripokakul; Kriengsin Prasongsukarn (2015-11)

    Theinternet 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 ...
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    An examination of Bangladeshi Patients' Loyalty towards a private hospital in Bangkok, Thailand 

    Afroz, Syeda Israt; Apichart Intravisit (2015)

    The 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 ...
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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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    A factor analysis on ideal leadership characteristics among young MBA students: a case study of international MBA program in Assumption University 

    Raoufian, Mohammad; Sirichai Preudhikulpradab (2016)

    This 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 ...
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    Factor influencing the customers to use online shopping platform for shopping cosmetics: a case study of people in Bangkok 

    Chutimun Mullasatsarathorn; Kessara Choknuttakul; Natthaya Thanasansakonphop; Juthatip Taweekul; Soonthorn Pibulcharoensit; Somsit Duang-Ek-Anong (Assumption University Press, 2020)

    Nowadays 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 ...
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    Factors impacting on online purchasing behaviour toward consumers in Bangkok, Thailand 

    Kitti Photikitti (Assumption University Press, 2020)

    This 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 ...
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    Factors influencing Bangkok people purchase intention towards Tesco Lotus house brand products 

    Ratiya Tirawatnapong; Fernando, Marrisa (Assumption University Press, 2018)

    This 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 ...
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    Factors influencing generation Y's online purchase intention toward XYZ online store in Thailand 

    Tuangporn Kongprapunt; Nathaya Pupat (Assumption University Press, 2018-12)

    Electronic commerce is an essential tool and increasing growth in businesses, most of businesses run their operations via an online. Online purchasing is a part of human life as a providing more conveniences and efficiencies of a vendor and a consumer when people compare to traditional purchasing. For generation Y has the high commitment in various channels of purchasing and this generation perceived online shopping was more sage and capable. This study aimed to determine factors influencing generation Y’s online purchase intention toward ...
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    The factors influencing on purchase intention of Thai and Chinese Customers towards the hotel industry in Bangkok, Thailand 

    Jidapa Tweephoncharoen; Rawin Vongurai (Bangkok : Assumption University, 2019)

    This study aimed to examine the factors influencing on purchase intention of Thai and Chinese customers towards the hotel industry in Bangkok, Thailand. This research adopted descriptive research method which aimed to describe the target population and variables. The researcher applied nonprobability sampling as a sampling technique and collected the data through questionnaires with 400 respondents. The questionnaire were implemented in English language collected from tourist who stay at hotel in the top three rankings of hotel area in ...
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    Factors Influencing the Resistance to Organizational Change Among Employees in Thailand: A Generational Perspective 

    Dares Wannasook (2018-05-25)

    The research aims to explore the influence of employee participation, motivation, trust and communication on employee resistance to organizational change. The study also explores the degree to which the relationships are moderated by the generational differences (baby boomer, generation X and Y). The rapid growth of the new technological advancements and new processs of work is inevitable. Organizational change occurs from both internal and external factors, which causes complicate responses from the organization’s employees as active support ...
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    The Factors Related to Purchase Intention of Mirrorless Interchangeable-Lens Camera by Gen-Y and Gen-Z Bangkokians 

    Rawin Vongurai; Nithinan Theppisai; Suvichakorn Chinnapha (2016-06)

    Noticeably the sales of DSLR cameras have been decreasing continuously for months while sales of mirrorless interchangeable-lens cameras (a.k.a. mirrorless camera) have been soaring. This trend points to the fact that camera users are moving to more advanced, lighter, and smaller camera format. This research chose attitude, trust, and need for uniqueness as independent variables to examine relationship toward purchase intention of mirrorless camera. Furthermore, mean difference in purchase intention between Generation Y and Generation Z ...
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    Loyalty in Department Store Online Shopping 

    Nitipan Ratanasawadwat (2015-01)

    The purpose of this paper is to explore knowledge about the influences of e-service quality and technology acceptance model (TAM) on e-satisfaction, loyalty, and online purchase intention in online department store in Bangkok, Thailand. The online model was developed based on e-service quality and TAM. A self-administered questionnaire was employed to collect data from customers who had used and purchased products via online department store outlets. The data were collected from the respondents in Bangkok area during March 2014. 200 completed ...
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    An organization development intervention on perceived organization support, supervisor feedback environment, supervisory communication and trust to improve supervisor-subordinate relationships: an action research study in a Dessert Cafe and Restaurant, Phi Phi Island, Thailand 

    Ananya Phunthasaen; Sming Chungviwatanant (2020)

    This research investigates the impact of Organization Development Intervention (ODI) on Perceived Organization Support (POS), Supervisor Feedback Environment, Supervisory Communication, and Trust to increase the level of Supervisor- Subordinate Relationships, conducted in a small sized dessert café-restaurant on Phi Phi Island, Krabi province, Thailand. Nine Organization development interventions (ODIs) were implemented over a five month period from January-May, 2019 and conducted with 18 participants, who are the store supervisors and ...
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    Social capital in Southeast Asian business relationships 

    Theingi; Yokfar Phungphol (2008)

    Social capital is the glue and the lubricant facilitating network behavior [Anderson, A. & Jack, S. (2002). The articulation of social capital in entrepreneurial networks: a glue or a lubricant?. Entrepreneurship & Regional Development, 14, 193-210.]. The purpose of this paper is to add to the current literature on social capital by investigating social capital structures, opportunity, motivation and ability within export relationships in Thailand. We conceptualize social capital following Adler and Kwon [Adler, P. & Kwon, S-W. (2002). Social ...
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    A study of consumer intention to adopt E-Bay in Thailand 

    Maruf, Alam; Sirion Chaipoopirutana; Howard, Combs (2009-11)

    Online shopping has become increasingly popular in the modern marketplace with rapidly increasing numbers of online buyers reported every year. Web developers and marketers are continuously developing new strategies and easy to use websites to attract more global online users. The main purpose of this research was to study the relationship between perceived innovation characteristics of website design, risk, trust and intention to purchase from eBay in Thailand. The results of this study demonstrate that perceived risk and trust are particularly ...
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    A study of Factors Affecting Customer’s Revisit Intention and Repurchase Intention towards Jingdong’s online shopping in Nanjing, China 

    Zhang, Yue; Sirion Chaipoopirutana (2015-08)

    The propose of this study is to examine the effects of trust, customer satisfaction and attitude towards the website on customers’ revisit intentions and repurchase intentions towards Jingdong’s online shopping. The research model was tested with data from 420 of Jingdong’s customers in Nanjing, China. The author tested the hypotheses through simple regression analysis and multiple regression analysis based on the survey. Data were collected using convenience approach. Data collected from 420 valid respondents provided support for ...