Now showing items 1-16 of 16

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    Administration of tax planning through the use of trusts 

    Kuntiwa Singhaphan (Bangkok : Assumption University, 2017-06)
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    CONSUMER INTENTION TO PURCHASE AFTER EXPOSURE TO ADVERTISEMENT- A CASE STUDY OF THAI CONSUMERS IN BANGKOK 

    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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    AN EMPIRICAL ANALYSIS OF DETERMINANTS DRIVING M-COMMERCE ADOPTION IN THAILAND 

    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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    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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    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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    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 ...
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    Trust and commitment in international business relationships 

    Ahmed, Farid; Patterson, Pau, jt. auth.; Styles, Chri, jt. auth. (Assumption University)
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    การพัฒนากฎหมายทรัสต์ในประเทศไทย 

    แคทรีน สหชัยยันต์ (คณะนิติศาสตร์ มหาวิทยาลัยอัสสัมชัญ, 2561)

    ภายใต้การควบคุมของกระทรวงการคลัง ตลาดเงินและตลาดทุนของไทยเป็นส่วนหนึ่งของระบบเศรษฐกิจที่มีความสำคัญอย่างยิ่ง การเจริญเติบโตทางเศรษฐกิจของประเทศมีความสัมพันธ์กับการพัฒนาของตลาดเงินและตลาดทุน กล่าวคือ ในประเทศที่มีระดับการเจริญเติบโตทางเศรษฐกิจสูง มักพบว่ามีระบบโครงสร้างพื้นฐานทางด้านตลาดการเงินที่ตีควบคู่กัน หากพิจารณาบทบาทของตลาดทุนในการทำหน้าที่พัฒนาเศรษฐกิจและสนับสนุนการเติบโตของประเทศแล้ว ประเทศที่สามารถใช้ประโยชน์จากเครื่องมือทางการเงินรูปแบบต่าง ๆ ในตลาดทุนได้หลากหลาย มักจะมีข้อได้เปรียบของโอกาสในการประกอบธุรกิจและได้รับความสนใจจากผู้ระดมท ...