AU GSB: Vol. 15, No. 2 (December 2022)

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https://repository.au.edu/handle/6623004553/25564

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Determinants of undergraduates' continuance intention and actual behavior to play mobile games in Chongqing, China
(Bangkok : Assumption University Press, 2022) Li, Yingjie; Siriwan Kitcharoen
Purpose: The widespread use of the Internet and the increasing of sophisticated production of online games have brought great changes to the life of college students. Consequently, this paper examines the determinants of undergraduate student’s continuance intention and actual behavior to play online mobile games in Chongqing, China. The conceptual framework proposes causal relationships between attitudes, utilitarian outcome expectations, hedonic outcome expectations, subjective norms, time constraint, continuance intentions and actual behavior. Research design, data and methods: Data were collected from 500 undergraduate students in Chongqing. Nonprobability sampling were employed, including judgmental sampling, quota sampling and convenience sampling. Before the data collection, the index of item-objective congruence (IOC) and Cronbach's Alpha were applied to approve validity and reliability. Structural equation model (SEM) and confirmatory factor analysis (CFA) were used for data analysis, including model fit, reliability and validity. Results: Attitude, utilitarian outcome expectation, hedonic outcome expectation, subjective norms, time constraints significantly influence continuance intention. Furthermore, the continuance intention has the strongest influence on the actual behavior of mobile games among students. Conclusions: All hypotheses were proved to be consistent with the research objectives. The results from this study will be useful for mobile game developers and marketers in formulating appropriate applications that will attract more consumers.
Examining factors impacting purchase intention of 3D cameras of Gen Y customers in Chengdu, China
(Bangkok : Assumption University Press, 2022) Zhang, Wenting; Siriwan Kitcharoen
Purpose: 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.
Exploring behavioral intention towards hybrid education of undergraduate students in public University in Chongqing, China
(Bangkok : Assumption University Press, 2022) Luo, Lai; Soonthorn Pibulcharoensit; Krisana Kitcharoen; Feng, Deping
Purpose: This study investigates key factors influencing behavioral intention to use hybrid education of undergraduate students in Arts and Design of three universities in Chongqing, China. Perceived ease of use, perceived usefulness, performance expectancy, self-efficacy, effort expectancy, social influence, and behavioral intention were associated in a conceptual framework. Research design, data, and methods: The researchers used a quantitative approach for survey distribution to 500 participants. The sampling techniques involve judgmental, quota and convenience sampling. Item Objective Congruence (IOC) Index and Cronbach’s Alpha reliability test were approved prior to the data collection. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were used to test models’ goodness of fit, validity, and reliability. Results: Perceived usefulness has the strongest significant impact on behavioral intention, followed by perceived ease of use, self-efficacy, effort expectancy, and social influence. Furthermore, perceived ease of use strongly and significantly impacts perceived usefulness. In contrary, the relationship between performance expectancy and behavioral intention was not supported. Conclusion: Hybrid education has gained the most concern in the system adoption for teaching and learning effectiveness. Therefore, educational stakeholders should identify the main contributors to achieve the hybrid learning implementation and increase student engagement and learning performance.
Investigation on satisfaction and performance of online education among fine arts major undergraduates in Chengdu Public University
(Bangkok : Assumption University Press, 2022) Feng, Dalin; Xiang, Chaochu; Rawin Vongurai; Soonthorn Pibulcharoensit
Purpose: This research investigates factors affecting satisfaction and performance of online education among undergraduate fine art students in three public universities in Chengdu, China. The variables include perceived usefulness, perceived ease of use, self-efficacy, task-technology fit, compatibility, satisfaction and performance. Research design, data, and methods: Through a quantitative research approach, questionnaires were distributed via online and offline channels to 500 target respondents. Judgmental, quota and convenience samplings were used to collect the data. The data previously examined by Item Objective Congruence (IOC) Index to confirm content validity, and by Cronbach’s Alpha coefficient value to approve constructs’ reliability in a pilot test of 30 participants. Statistical analysis involves confirmatory factor analysis (CFA) and structural equation model (SEM), including the test of factor loadings, validity, reliability and goodness of fit model. Results: The results showed that perceived ease of use significant affected satisfaction and perceived usefulness. The relationship between self-efficacy, perceived ease of use and perceived usefulness was supported. Compatibility and task-technology fit significantly affected student satisfaction. Furthermore, satisfaction is a predictor of performance. Conclusion: For online education providers, the system should be designed to be easy, useful, self-control, compatibility and task-fit to gain higher student satisfaction and performance.
The effect of behavioral intention to use hybrid education: a case of Chinese undergraduate students
(Bangkok : Assumption University Press, 2022) Xie, Haifeng; Krisana Kitcharoen; Charnsid Leelakasemsant; Varghese, Manoj Mechankara
Purpose: The purpose of this study is to examining factors affecting undergraduate painting students' behavioral intention toward hybrid education in three public universities in Chongqing, China. Perceived ease of use (PEOU), perceived usefulness (PU), perceived satisfaction (PS), social influence (SI), performance expectancy (PE), Facilitating conditions (FC), and behavioral intention (BI) were used to develop the conceptual framework of this study. Research design, data, and methods: The researchers used quantitative study to distributing questionnaire to 500 participants, who are undergraduate students in the major of painting. The survey was conducted in three sample techniques which are judgmental sampling, quota sampling and convenience sampling methods. An item-objective congruence (IOC) of content validity and Cronbach's Alpha reliability test with 30 pilot samples were earlier assessed. Statistical analyses involve Confirmatory Factor analysis (CFA) and Structural Equation Model (SEM), including model goodness of fit, validity, and reliability. Results: Most hypotheses were supported with the strongest influence between perceived ease of use and perceived usefulness, except facilitation conditions which had no significant influence on behavioral intention. Conclusion: The recommends are that administrators in the educational sector of public institutions should emphasize the main contributors to hybrid learning implementation to increase student engagement and learning efficiency.
Analysis on influencing factors of art application behavior of comprehensive materials among art undergraduates in Chengdu Colleges
(Bangkok : Assumption University Press, 2022) Zhang, Xueyong
Purpose: The purpose of this investigation was to explain the affecting factors of the undergraduate students in art major using comprehensive materials for creation in Chengdu. Perceived Usefulness, Perceived Ease of Use, Social Influences, Subjective Norms, Attitude Toward Using, Behavioral Intention, all these six variables have a direct or indirect effect on Behavior, the ultimate goal of the study, so the framework of this study consists of the above 7 variables. Research design, data and methodology: The determinants of the study are adapted from three core theories, namely, theory of planned behavior (TPB), technology acceptance model (TAM) and flow theory. The questionnaire was used as a tool to collect quantitative data. The researcher selected 900 students from five universities in Chengdu to conduct a questionnaire survey. Confirmatory factor analysis (CFA) and the structural equation model (SEM)was used to measure and test the questionnaire data. Results: The results of this paper show that perceived usefulness is the direct factor that affects art majors' attitude toward using comprehensive materials, while perceived ease of use has no significant impact on it. Among other factors, students’ attitude toward using comprehensive materials has been proved to have impact on behavioral intention, and social influence and subjective norms have a significant impact on students' behavioral intention of using comprehensive materials, and behavioral intention directly affects the final behavior. Conclusions: The data shows that the artistic creation of comprehensive materials is widely applied in colleges and universities. Students' use of comprehensive materials is mainly influenced by the perceived usefulness of it, and students’ attitude toward using, behavioral intention are the biggest factors influencing their final behavior.
Understanding freshmen's persistence in a Chinese private higher education
(Bangkok : Assumption University Press, 2022) Wang, Zhuangyan; Somsit Duangekanong
Purpose: The purpose of this study was to examine self-efficacy, goal-setting and belongingness impact freshmen’s persistence in Heilongjiang International University, one of Chinese private universities. Research design, data and methodology: Based on the preliminary assessment of freshmen’s current challenges and situations, questionnaire, interview and participatory observation were used in both qualitative and quantitative research. Item-Objective Congruence was adopted before questionnaire implement in order to test the content validity; Cronbach's Alpha reliability was examined in this study by using a pilot test of 30 students to determine the reliability of each item in the construct. Meanwhile, the questionnaire conducted to a cohort of 200 students, date was analyzed in SPSS by using descriptive statistics and Multiple Linear Regression to test the impact related on independent variables to dependent variable. Result: The study found that self-efficacy, goal-setting and belongingness have significant impact on freshmen’s persistence, additionally, goal-setting has most influential ability. Conclusions: Self-efficacy, goal-setting and belongingness enhance freshmen’s persistence, thus, the First Year Experience practitioners were recommended to succeed freshmen in the aspects of those factors, which the suggestions are develop employing more peers, creating model students, setting SMART goals and closing the relationship between staff and freshman students.
Influencing of online compulsive buying and materialism in health and beauty consequence new normal shopping
(Bangkok : Assumption University Press, 2022) Chompu Nuangjamnong
The purpose of this study is to determine the impact of online compulsive buying and materialism on new normal shopping in the health and beauty industry. Depression, anxiety, stress, self-esteem, social media advertising, celebrity endorsement, consumerism, and compulsive shopping are all examined in this study. The samples (415 respondents) were drawn from an online questionnaire using probability-sampling procedures that included stratified and basic random sampling. After collecting the data, it was analyzed using simple and multiple linear regression to confirm and demonstrate the hypotheses' relevance. Multiple and simple linear regression analyses, as well as a five-point Likert scale analysis, were used to analyze the data. This study discovered that social media advertising and celebrity endorsement had a substantial effect on materialism, whereas stress, depression, low self-esteem, and anxiety have a significant effect on online compulsive buying. According to simple linear regression, materialism has a large impact on obsessive online shopping for health and beauty products in the new normal. Additionally, this study proposes that in order to acquire a better knowledge of compulsive buying behavior on online shopping platforms, researchers should examine a diverse group of respondents, such as elderly buyers, as well as other service industries. Attaining these objectives is highly likely to maintain compulsive online shopping behavior in a new typical scenario. The research paper's weaknesses include its narrow emphasis on Thailand and Thai customers. As a result, the conclusions from this research may not be applicable to other nations and will solely reflect the situation in Thailand.
Impacting factors of postgraduates' behavioral intention and satisfaction in using online learning in Chengdu University
(Bangkok : Assumption University Press, 2022) Lan, Wencai; Xiang, Chaochu; Yang, Ming
Purpose: The study aims to investigate impacting factors of behavioral intention and satisfaction of postgraduate students in using online learning based on Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT), and the Information Systems Success (ISS). Research design, data and methodology: A quantitative method was applied to distribute questionnaire to 500 students of Chengdu University of China. Judgmental sampling, stratified random sampling, and convenience sampling were used as sampling techniques. Prior to data collection, item objective congruence (IOC) and Cronbach’s Alpha reliability test were used to validate the data. For the data analysis, confirmatory factor analysis (CFA) and structural equation model (SEM) were employed to measure factor loading, reliability, validity and goodness of fit indices. Results: Behavioral Intention had the strongest significant effect on satisfaction, followed by social Influence, perceived ease of use, effort expectancy, perceived usefulness on behavioral intention. Additionally, perceived ease of use significantly affected on perceived usefulness. In opposite, the relationship between self-efficacy and behavioral intention was not supported. Conclusions: Academic researchers and school leaders would adapt the important factors impacting behavioral intention and satisfaction in the selection of online learning system to meet student’s needs and their learning objectives.
Factors influencing purchase intention towards environmentally sustainable clothing, a study on Millennials of Metro Manila
(Bangkok : Assumption University Press, 2022) Tunacao, Diwani Patisucan; Bhumiphat Gilitwala
Purpose: This research aims to determine the factors influencing purchase intention of millennials of Metro Manila towards environmentally sustainable clothing. There are several factors tested such as environmental knowledge and attitude, subjective norm, perceived value, perceived quality and social media.Research design, data and methodology: A three-part questionnaire consisted of screening questions, demographic questions and Likert’s scale question adopted from previous researches to measure the factors influencing the dependent variable purchase intention was developed. Pilot test was conducted to determine questionnaire reliability. Questionnaire was distributed online using snowball and convenience sampling to reduce time of data collection.Results: Data collected are analyzed using the Statistical Package for Social Sciences (SPSS) Statistics Grad Pack version 28.0. Results of Cronbach’s alpha indicated that the questionnaire is reliable and can be used for research with a > 0.7. Inferential analysis such as simple linear regression and multiple linear regression are used to analyze the 400 samples consisted of 53.75% female and 46.25% male. The results of the analysis conveyed that some factors are aligned with the previous researches’ outcome such as environmental attitude (b = 0.521), subjective norm (b = 0.409), and perceived value (b = 0.106) as highly influencing purchase intention while perceived quality (b = 0.039), and social media (b = -0.007) are contradicted or are insignificant in the intention to purchase.Conclusions: Similar concept might have different results in different context. The results convey that an individual’s attitude, behavior or decision-making factors may not be easily understood or predicted, and should not be generalized. This study focused on factors affecting purchase intention of a specific generation and location, but also provides insights as how can government, business organization, and individuals contribute to address the ongoing environmental issues. An effective communications strategy can be used to enhance awareness to achieve positive results in multiple subjects of interest.
Determinants 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 Jaruwanakul
Purpose: 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.
The impact of work engagement, psychological empowerment and organizational commitment on organizational citizenship behavior in a hotel service sector: a case study of a hotel service in Roi Et, Thailand
(Bangkok : Assumption University Press, 2022) Perme Thanavisuth; Kitikorn Dowpiset
The purpose of this study is to identify the factors which contribute towards organizational citizenship behavior of ABC hotel’s employee in Roi Et, Thailand. Once these factors have been identified, recommendations were provided to the CEO as to which aspect of hotel’s employee had been improved. Accordingly, the CEO can use the findings from this research as a guideline for improving the hotel in order to serves the needs of customers at ABC hotel and maximize the hotel employee’s satisfaction. The focus of this study is to construct Organization Development Intervention training or ODI to the employees to maximize their capability and proficiency. Furthermore, the study also aimed to see the relationship between variables. For this purpose, the variables in this study consist of work engagement, psychological empowerment, organizational commitment and organizational citizenship behavior. The samples involve 40 full-time employees of the hotel who are managers and employees. To access the current situation, the researcher applied organizational assessment and SWOT analysis and it was found that employees needed many areas of improvement to raise higher hotel performance standards. Data were collected using quantitative and qualitative approaches during pre-ODI and post-ODI stages to see the difference. The influence of ODIs was interpreted by using paired sample t-test and Multiple Linear Regression (MLR) to test the relationship between variables. As a result, the findings showed a significant change between pre-ODI and post-ODI. Also, there is a statistically significant relationship between variables. To conclude, the results showed that there are improvement after the ODI stage and there are three factors that contribute towards organizational citizenship behavior.
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.
An intervention to improve students' class engagement of art department in China
(Bangkok : Assumption University Press, 2022) Chen, Chi; Rawin Vongurai; Somsit Duangekanong; Papitchaya Wisankosol
This paper aims to enhance student class engagement. The four objectives of the action research are as follows: 1)To diagnose the current situation of the focal organization on student class engagement, 2)To design and implement organizational development intervention (ODI), 3)To determine the differences between pre-ODI and post-ODI of students’ autonomy, relatedness, usefulness, interest and student class engagement, and 4)To investigate the relationship of students’ autonomy, relatedness, usefulness, interest and student class engagement. The target group is the 45 students who study “Visual Communication Design” major in Art Department of Heilongjiang International University in China. Mixed research methods are adopted to collect and analyze the data. The Pair sample T-test shows that there is significant difference in students’ autonomy, relatedness, usefulness, interest and student class engagement between pre-ODI and post-ODI. The studies show that there is a positive relationship between students’ autonomy, usefulness, interest, relatedness and student class engagement. The qualitative analysis of students’ reflection reports and classroom observation feedback by three instructors justified how the ODIs employed in this research. Based on the findings, further actions should be carried out to have a greater impact on the long-term development.
Enhancing teachers engagement in Heilongjiang international University through organization development intervention
(Bangkok : Assumption University Press, 2022) Guo, Feng; Papitchaya Wisankosol
There are three goals of this action, including 1) To analyze the current situation of teachers engagement in Hei Longjiang International University (HIU), and the main factors affecting the engagement of teachers, 2) To Implement organization development intervention (ODI),3) To examine the impact of pre-ODI and post-ODI in teachers intrinsic motivation, teaching performance, immediate supervisor leadership and teachers engagement.This project involves two department of HIU, with a total of 60 people.This study used both qualitative and quantitative research methods. This study conducted data acquisitions by structured and semi-structural questionnaires. In pre-ODI, Reliability and Validity analysis were used to conduct that teachers intrinsic motivation, teaching performance, immediate supervisor leadership all have significant correlation with teachers engagement. The Paired Sample T-Test was used to make sure that there is a or no significant difference in each variable after ODI. Studies have found that there is a significant difference inteachers intrinsic motivation, teaching performance, and immediate supervisor leadership and teachers engagement between pre-ODI and post-ODI. According to the above results, the AI, training, team building that we used have achieved the expected results.Therefore, it is recommended to increase the training efforts, strengthen team building, and stimulate teachers intrinsic motivationto enhance teachers engagement in HIU.

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