AU GSB: Vol. 13, No. 2 (December 2020)

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The psychological contract and Graduate student advising
(Assumption University Press, 2020) Poonpilas Asavisanu; Watana Vinitwatanakhun
Changes in higher education in Thailand have necessitated that higher education institutions compete for funding and students. Thus, it has become imperative that universities find ways to stay viable. Trends are pointing to a need for higher education providers to expand their focus to different groups of students such as graduate students and the reskilling of older students. Although graduate students may make up a smaller portion of the student numbers, research into areas that address graduate studentexpectations and satisfaction have potential benefit. As training of graduate students typically involves having them conduct research under the supervision of an advisor, and as this relationship has been said to be one of the most crucial aspects in graduate students’satisfaction with their programs and decisions to leave;study of this relationship dynamic by using the psychological contract theory as a framework may yield useful information applicable to improve the policy and training of graduate student programs. The purpose of this article is threefold: 1) it will introduce the concept of the psychological contract; 2) it will presentthe concept of the psychological contract asa valid perspective for viewing graduate students’expectations in regard toadvising, and 3) it will put forth suggestions for future research on graduate student advising in the hopes that research in this area will contribute to graduate student satisfaction.
Factors impacting on online purchasing behaviour toward consumers in Bangkok, Thailand
(Assumption University Press, 2020) Kitti Photikitti
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 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.
Factors affecting purchase intention toward almond milk: a case study of Thai experienced and inexperienced consumers
(Assumption University Press, 2020) Soonthorn Pibulcharoensit; Sutthisak Inthawadee; Wu, Yongqiang; Yang, Xiannong; Peng, Fangzhi; Feng, Engxu
The healthy trend has been grownrapidly in Thailandmarketsince a few years ago. There are many kindsof healthy products which provided to the consumers. Also,almond milk is one of a new face to themarket.The objective of study this research is to examinethe factor of affecting Thai people’spurchase intentiontoward almond milk. The researcher used an online and offline survey to develop and distributequestionnaires to the sample of theThai population. The target populations wereboth Thai people who ever purchased andnever purchase almond milkbefore. Theresearcher reachedthe data 386respondents by conductingthesimplelinear regression, the multiple linear regressionand independent sample t-test toanalyze the hypotheses. The results showedthat health consciousness and environmental attitudehave a positive influence onattitude toward almond milkin the first model. Thesecond model, the result showedattitude toward almond milk alsohasa positive influence to purchase intention. Furthermore, the result of the independent sample t-test wassignificant between people who ever purchased and people who never purchasefor attitude toward almond milk in the third model. But, the result of the independent sample t-test was no significantdifferent in purchase intention between people who ever purchased and people who never purchasealmond milk before in the last model.
Factors influencing customer attitude and behavioral intention towards consuming dietary supplements
(Assumption University Press, 2020) Krisana Kitcharoen; Rawin Vongurai
The purpose of this study isto determine the key aspects that influence customer attitude towardsdietary supplement andtheirbehavioral intention to consume dietary supplements. The theory of planned behavior (TPB) is studied as thetheoretical framework for this study with small adjustment to derive theconceptual framework.The sample data (n=402) were collected through online questionnaire using google forms. The researcherused convenience sampling method to pick therespondents. The data were analyzed through Structural equation model (SEM)to derive model fit and test thehypotheses.From all the factors in the TPB model, Informational influence (Subjective norm) andPerceivedbehavioral control did not have a significant influence on attitude and behavioral intention of the consumer of dietary supplements. Attitude is the strongest influence in shaping behavioral intention of a consumer. However even though normative influence (Subjective norm) isn’t directly significant towards behavioral intention, it doeshave some indirect effect.The findings of the researchshowedthat attitude about dietary supplements has the strongest influence toward behavioral intention. However even if Normative influence didn’t have a significant direct influence,it did have an indirect effect as normative influence is the strongest and only factor that influences their attitude. Hence when promotingdietarysupplementcompaniesshould focus onbuilding a strong and positive attitude about their product through favorable normative influence.This studyuses TPBto investigate factors influencing Behavioral intentionto consume dietary supplements in Bangkok, Thailand.
Online marketing communication potential priorities for Chinese Gen X and Gen Y Purchasing Thailand Condominium
(Assumption University Press, 2020) Chen, YuanYuan; Sutthisak Inthawadee; Lu, Leehsing; Sumontha Tonvongval; Jordan, Fiona; Swanson, Jason
The purpose of this study is to identify the aspects of online marketing communication potential priorities for Gen X and Gen Y Chinese purchasing Condominiums in Thailand. During covid-19, most of the companies try to find a way of online marketing communication potential priorities to attract potential clients. Online marketing communications are moving towards connections between individual users and customers, rather than being delivered to millions of consumers through a marketing agency. Anyone now can just become as effective in communicating information of an entity, both from the positive and negative aspects, rather than a larger company advertising by itself. Furthermore, online marketing contact is important to develop the brand and create marketing plan in future for a company. The sample (n = 450) was gathered by using convenient sampling techniques via distributing online questionnaires. The data were analyzed by using Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) to confirm the goodness of fit of the model and hypotheses testing. The study analyzed that there isno significance of online relationship communication, online interactive communication, methods for prioritization of OMC for future potential of OMC. However online advertising, online public relations, mobile communication, prioritization of OMC have significant direct or indirect effect on future potential of OMC. The findings illustrated that online advertising that includes online display advertisement, banners or video advertising, Search engine advertising, and online application and optimizing the online public relationship can drive customers to purchase condominiums in Thailand. The results of this research do not completely represent all customers who have intentions to purchase condominiums in Thailand, and the research factors do not cover all possible variables. The study have shown the importance of online marketing communication priorities for real estate companies and help businesses to develop online marketing communication approaches in their decision making process. The study represents original findings to investigate and examine the influences on online marketing communication potential priorities for Chinese Gen X and Gen Y customers purchasing condominiums in Thailand, and thus adding in to a green field of lacking in theory as well as concrete instructions.
Criticisms of Covid 19 versus the slow response of our leaders to global warming and depletion of the world's minerals with the response by leaders
(Assumption University Press, 2020) Barnes, John
This research paper reviews a broad range of the literature on three topicsFirstly COVID 19 pandemic. Secondly on responses by or leaders to global warmingThirdly on depletion of the world’s mineral resources. In terms of research design each of these three topics utilizes a critique of a selection of classical and current published documentary research.From narrative and documentary research sources.The purpose of this research is to stimulate discussion and more importantly immediate action by all members of the community. The paper highlightsissues important to continuance of all life on our planet.
A model of digital piano training system to improve the comprehensive performance of pre-school education major sudents: a case study at a public university in Hunan, China
(Assumption University Press, 2020) Changhan, Li; Athipat Cleesuntorn; Satha Phongsatha
The purpose of this study is to improve the digital piano comprehensive teaching level of students majoring in preschool education in Hunan province, China. This is a mixed method research, which includes both qualitative and quantitative data. The researcher conducted semi-structureinterviews with 8 digital piano group teachers, it is concluded that the digital piano group teachers seldom use the complete teaching system and effective technology to integrate into the actual teaching activities. The researcher then utilized the TPACKframework, to selected Piano Performance Skills, Digital Piano Teaching level and Basic Music theory as Training and evaluation to construct a Digital Piano Training System (DPTS). The DPTS system was tested at a public university in Hunan province that offers a digital piano course and has 360 pre-school students, 30 students were selected and given a one-month. After comparing pre and posttest, the results revealed that after receiving the DPTS training system, students have significantly improved in three aspects: Piano Performance Skills, Digital Piano Teaching level and Basic Music theory. Therefore, it was concluded and confirmed that the DPTS was the effective teaching tools in piano teaching for preschool education major students. As the result, theinstitutions should consider implementing DPTS as one of the piano teaching strategies.
A blended piano teaching model for non-piano music major students in Hunan city University
(Assumption University Press, 2020) Zhu, Lu; Thanawan Phongsatha; Apichart Intravisit
The purpose of this quantitative research is to improve the piano performance skills of the non-piano major sophomore music students in Hunan City University. Based on the Morrison, Ross and Kemp Model (MRK), the researcher selected Sight-Reading, Scales and Arpeggios, Etude and Piano Piece as components of training and assessment to construct the Blended Piano Teaching Model (BPTM). The purposive sampling technique had been employed to select samples and divided into two groups; one was the experimental group with 15 sophomores, and the other was the control group with 15 sophomores from 280 non-piano music majors in the School of Music, Hunan City University. The results revealed that the experimental group using the BPTM statistically significant improvein Sight-Reading, Scales and Arpeggios, Etude and Piano Piece components compared with the control group without applying the BPTM model. Therefore, it was concluded and confirmed that the BPTM was the effective teaching tools in piano teaching for non-piano major music students. As the result, the institutions should consider implementing BPTM as one of the piano teaching strategy.
Abnormal return on stock split-revisiting the evidence of Thailand during 2009-2018
(Assumption University Press, 2020) Sedthaporn Tosiriwatanapong; Thananporn Sethjinda; Nopphon Tangjitprom
An abnormal return on the stock split is one of the most prominent debates in the finance industry. Positive signaling and optimal trading range hypotheses are underlying principles that are commonly used to describe a positive market reaction to the stocksplit. This research paper focuses specifically on the market’s reactions by the announcement date of the stock split, applying firm size and price range to explore insightful connections. The samples are listed companies in the Stock Exchange of Thailand(MAI excluded) with a stock split from January 1, 2009, to December 31, 2018, aiming to capture data in all economic cycles. To examine positive abnormal returns around announcement date, the event-study-methodology is applied. The study indicates that average abnormal return (AAR) and cumulative average abnormal return (CAAR) are significantly positive during the announcement. Applying firm size in the study, the market tends to react more positively to small-size firms, likewise, low-price. The pieces ofevidence indicated that stocks responded more positively by reason of consciously or subconsciously anticipation to post-splits. The investors are able to apply the rationales and logic behind this corporate action to distinguish between fundamental changes and expectations for their investment decisions in financial markets.
The impact of single stock futures on spot price volatility of underlying stock in the stock exchange of Thailand during 2006-2012
(Assumption University Press, 2020) Arada Muntanaveerakul; Nopphon Tangjitprom; Thananun Siwamogsatham
The impact of the Stock Futures Trading to spot market has been considered by many countries all around the world. The debate on whether Stock Futures destabilizes or stabilizes the spot market has been well established in the developed market and emerging market on the Stock Index level. This research aims to examine the impact of the introduction of the Single Stock Futures on the volatility of the underlying equity in the Stock Exchange of Thailand from year 2006 to 2012, using the GARCH model. Based on (GARCH 1,1) model analysis, this study showed the introduction of Single Stock Futures stabilized the spot market volatility in Thailand. The coefficient γ of all 11 stocks shows a statistically significant level. Additionally, the SET Index was included and set up another model to test as another factor that causes volatility and found post-futures period volatility in the spot market decreased after an introduction of Single Stock Futures trading. In conclusion, the introduction of Single Stock Futures trading decreases the spot price volatility in the market. By considering (SET) as market factors, the results also found most Single Stock Futures trading also decreases the spot price volatility.

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