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Item Bulletin of Electric Engineering and Informatics (BEEI)- Scopus Index Journal(beei.org, 2021-03-31) ReviewerItem Oxymoron of serious games in eLearning: gender differences from an internet-based survey in Thailand(2017) Poonsri Vate-U-LanThis research study examined gender attitudes towards playing serous games in eLearning contexts as there is a lack of comprehensive reports and academic commentary on how to apply and link serious games effectively to learning. The results were based on a large scale Internet-based survey, which involved 803 participants drawn from every region in Thailand. Sixtyone per cent of participants were females (61.2%) and the majority of them were teenagers and adult (36.8% and 24.1% respectively). The survey sought information on participants’ attitudes and behaviours related to their computer game preferences, game-playing habits and their attitudes to playing computer games. A 5-point Likert scale in comparing the two gender groups was used. The study addressed its core research question: what are the attitudes and behaviours of each gender group towards playing educational computer games? Sub questions were asked complementing the overall question and are elaborated upon in the text. The research results showed that participants chose both virtual game activity on the computer and actual activity in reality as their favourite activity on an equal basis (39.8%). The actual activity was slightly preferred rather than the virtual game (29.2% and 24.6% respectively). Almost half the participants chose only an entertaining computer game while a minority preferred to play educational computer games (49.2% and 15.1% respectively). Actually playing computer games generated both high levels of positive engagement and anxiety that were blended responses - as opposed to being separate. Computer games are played for their relaxation but increasing risks of eyestrain featured in this research. The research findings confirmed that females thought differently about playing computer games to their male counterparts.Item Redesign principles of game-based learning: expectations from stakeholders in a developing country(2014) Poonsri Vate-U-LanThe attraction of game-based learning is strong as the educational experience is immediately gratifying and rewarding which inspires, challenges and engages young people. This paper examines two main aspects of principles in redesigning game-based learning in both school and out-of-school contexts. In 2011 Thailand was Southeast Asia's biggest online game market. In 2012, the Thai government implemented the one-tablet-per-child project which allocated almost one million tablets to Grade One students nation-wide. The prime stakeholder groups involved in game-based-learning in Thailand have been students, parents and teachers. These three groups held different perspectives towards the advantages and disadvantages of game-based learning but all shared the same goal which was to stimulate an enhanced learning approach among learners. This study outlines the survey and interview results which investigated perceptions and anxieties toward game-based learning. This self-administered Internet-based survey yielded 236 responses. Just over half (53.4 per cent) were teachers. Almost two fifths (39.8%) were students which included elementary, secondary and university students while 6.8 per cent were parents. The statistical measures used to present the quantitative data were the frequency tables and the f-test. The qualitative data was derived from an open-ended question and face-to-face interviews. The diverse responses to game-based learning among the three groups of participants are discussed in detail.Item A comparative study on the importance of customer orientation of frontline employees in the service industry(2019) Papali, Andre Solomon; Chittipa NgamkroeckjotiThis research aims at finding a measurement system for companies to successfully measure their customer orientation. The research methodology adopted here would help companies to completely measure their customer’s outlook and to successfully integrate necessary changes to their internal structure.Item Determinant factors that affect repurchase intention of OTOP Thai leather bags: a case study of the Thai millennials(2019) Warakij Traiwitthayasilp; Chittipa NgamkroeckjotiThis 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 distributed via Google Form (online survey) during mid-Oct to mid-Dec, 2018. Multiple Linear Regression (MLR) was employed and the findings show that value has the greatest significant impact on repurchase intention while perceived product price and perceived product quality are the second. This study will greatly help researchers and practitioners understand the complex relationships among four dimensions of price, perceived product quality, social value and individual value towards repurchase intention at the OTOP leather bag.Item Factors affecting purchase intention of BYD new energy vehicles in China(2019) Tan, Wenchao; Chittipa NgamkroeckjotiThis 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 in China by adapting modified Theory of Planned Behaviour (TPB). Firstly, the researcher conducted two rounds of interviews as a qualitative research, and then designed a questionnaire. All 100 sets of questionnaires were distributed via Wenjuanxing Forms (online survey). Multiple Linear Regression (MLR) was applied and the findings show that brand image has the greatest significant impact on purchase intention of BYD new energy vehicles, while subjective norm is the second, following by self-image congruence. This study will greatly help researchers and practitioners understand the complex relationships among brand image, brand reputation, self-image congruence, subjective norm, perceived behavioral control and environmental attitude towards purchase intention of BYD new energy vehicles in China.Item A reflection of mid-roll YouTube Advertising effectiveness (MYAe): a case study in Thailand(2018) Thanonchakorn Kongsagoonwong; Chittipa NgamkroeckjotiThe 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 analyze the data and test all three hypotheses. The result exposed the positive effects of overall Audience’s Attention and Perceived intrusiveness on MYAe. However, Audiences ‘attitudes towards Mid-roll YouTube advertising has negative effects on MYAe.Item The impact of ethics towards job creativity: a case study of “A” hotel in Samutprakan Province, Thailand(2018) Manapat Buphawate; Chittipa NgamkroeckjotiThis 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. This study found that there are two factors affected job creativity comprising emotional intelligence when interacting with colleague in senior level and ethical Leadership. This research is limited only to A Hotel which is located in Samutprakan province. Therefore, it is not in a rural area for which the business behavior will be more seasonal in terms of tourist intensity by season. That could affect the employees’ behavior and personality. However, this research cannot comprehensively conclude that employees of hotels in different locations will have similar results to this study. Another limitation is that this study is made in particular period of time which is from May to August 2018. The employees’ behaviors collected from the questionnaire do not cover a long period of time, meaning that over the longer period of time or at a different time, results could be difference.Item A study of purchase intention of imported organic cosmetic in Thailand(2018) Pan, Qi; Chittipa NgamkroeckjotiThe 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 and distributed via Google Form and analyze the collected data by using SAS software. This research selected Multiple Linear Regression (MLR) Analysis. The results of MLR analysis show that health consciousness and environmental attitude impact on attitude towards imported organic cosmetic; attitude towards imported organic cosmetic and health consciousness impact on purchase intention of imported organic cosmetic. This research will help researchers and practitioners of organic cosmetic understand the determinants factors that impact on purchase intention of imported organic cosmetic and give inspiration to practitioners when formulating market strategies.Item Determinant of revisit Intention of the Bangkokian Millennials: a case study of MK restaurant(2018) Yuanjie, Du; Chittipa NgamkroeckjotiThis 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 proposed model followed by questionnaire design. All 200 sets of questionnaires were distributed via Google Form (online survey) during mid-June to mid-July, 2018. Multiple Linear Regression (MLR) was employed and the findings show that brand image has the greatest significant impact on revisit intention while service quality is the second, following by food quality. This study will greatly help researchers and practitioners understand the complex relationships among five dimensions of service quality, food quality, brand image towards revisit intention at the MK restaurant.Item Exploring relationship among brand innovativeness, brand knowledge and brand Loyalty: a case study of Huawei smartphone(2018) Zhiyuan, Yu; Chittipa NgamkroeckjotiThis 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, and brand loyalty. Statistical Analysis System (SAS) has been applied. One hundred percent from 136 sets of questionnaires were distributed via Wenjuanxing in China (online survey) during mid-September to mid-October, 2018. As a result of quantitative analysis, MLR shows that brand innovativeness has the greatest significant relationships with brand loyalty while there is no significant relationships between brand knowledge and brand loyalty. This study will greatly updated researchers and practitioners understand the complex relationships between brand innovativeness, brand knowledge, and brand loyalty towards Huawei smartphone in China.Item Determinant factors that affected reuse intention: a case study of Didi Chuxing Technology Company, Limited(2018) Wang, Ting; Chittipa NgamkroeckjotiThis 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. The study found that perceived quality and rebuild the trust will have an impact on the reuse intention. Particularly, rebuilding the trust plays the most important role in reuse intention. However, except all variables, the analysis of data shows that the passengers still strongly rely on Didi’s services. Target sample focus only on Chinese in Jiangsu province, China. The findings are limited to financial concerned and time of research operation. Accordingly, Didi should seriously considered that rebuild the trust is crucial for reuse intention.Item Integrating STEM and Skill Development (SD) for Thailand 4.0-Means, Methods and Challenges(2018-07) Nagi, KuldeepFormal education is mostly focused on training the mind through the acquisition of information and knowledge. Skills, on the other hand, are acquired through physical training and practice, turning finally into a unique habit, a product or a service. Lately, there is a lot of discussion about skill development (SD) to meet the goals of digital economy and Thailand 4.0. Using data from the World Economic Forum (WEF) and analysis of SD trends in the USA, UK and Germany, this paper provides insight into how Science-Technology-English-Math (STEM) education can be used to enhance skill development (SD) urgently needed to meet the challenges of Thailand 4.0.Item A Short Trip Itinerary Generator for Planning Trip- Ratchaburi Province Case Study(2016-04) Hongladda Pongsuwan; Anaraki, Firouz B.; Suchai ThanawastienIn this paper, a trip planning system is presented for planning short trip to the province of Ratchaburi, Thailand. The proposed system, the Short Trip Itinerary Generation, or STIG, provides a flexible trip planning for 1-3 days trip based on user preference and trip related information that can be specified by a tourist and by the system. STIG can work in two modes: Trip Planning Mode and Trip Mode, to generate the trip plan and follow the plan or making real-time adjustment to the plan, respectively. The computation of the distant between two point-of-interests can be carried out by the google mapping functions or by using the pre-stored information to minimize the risk of losing internet connection during the real-time Trip Mode. A location-based trip learning module is also implemented to provide enhanced experience for the tourist. STIG was evaluated by tourists from Bangkok taking short trip vacation to Ratchaburi Province, 95% of the respondents reported opinion that STIG for trip planning is very useful once it is used, and it will become an essential and beneficial tools making trip more fun and enjoyable.Item The Influence of Loyalty Program Service Quality On Customer Satisfaction(2016) Piyasuda Phothikit; Piyathida Praditbatuga; Santhiti TreetipbutThe objective of this research was to determine the influence of loyalty program service quality dimensions (program policy, program reward, personalization, tangibility, information usefulness, courteousness / helpfulness, and communication quality) on customer satisfaction of members of the Bangchak Gasohol Club and/or Diesel Club. A total of 120 complete and valid questionnaires were collected from Bangchak service stations in the Bangkok area. Hypotheses were tested using multiple regression analysis. It found that there is a positive influence of loyalty program service quality dimensions on customer satisfaction. In addition, the most significant program service quality dimension that has the highest impact on customer satisfaction is program reward, followed by program policy communication quality, courteousness / helpfulness, information usefulness, tangibility and personalization respectively.Item A Study of Factors Affecting Purchase Intention on Mobile Shopping Towards Tmall.com of University Students in Kunming, China(2015-08) Zhang, Yan; Sirion ChaipoopirutanaThis study aims to examine critical determinants (perceived enjoyment, perceived ease of use, social influence, trust, perceived cost, perceived enjoyment, and personality variables in terms of innovativeness, affinity, and compatibility) of Chinese university students’ intentions to use mobile shopping services toward Tmall.com, the largest B2C website in China. The researcher surveyed 450 respondents from university students in Kunming city, China. The data was analyzed by simple linear regression and multiple linear regression analysis. The findings demonstrated that perceived enjoyment, perceived ease of use, social influence, trust, perceived cost, perceived enjoyment, and personality variables in terms of innovativeness, affinity, and compatibility all have positive and significant influence on mobile shopping intention towards Tmall.com in Kunming, China. This study not only try to propose an extension of TAM (technology acceptance model), but also analyzed the influence of personality variables on mobile shopping intention. The study provides implications for mobile shopping retailers and marketers in designing mobile shopping services based on consumers’ perception of new shopping channel and help to them to offer the mobile shopping services which meet consumers’ quality expectations.Item A study of Factors Affecting Customer’s Revisit Intention and Repurchase Intention towards Jingdong’s online shopping in Nanjing, China(2015-08) Zhang, Yue; Sirion ChaipoopirutanaThe 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 all hypotheses. The results show that trust, customer satisfaction and attitude towards the website have positive impacts on revisit intention and repurchase intention. Trust was positively related to customer satisfaction and attitude towards the website. This research suggests that online vendors should invest in methods that strengthen trust, customer satisfaction and attitude towards the website such as Jingdong should make an appropriate introduction of products and Jingdong should differentiate their products and services from other online business companies.Item The influence of brand attributes, perceived congruence, website image, advertising, emotional attachment, and consumer-company identification on corporate image of new model shopping mall in Bangkok(2016-02) Kannanat Vilaisai; Sirion ChaipoopirutanaThe corporate image of a shopping mall is a focal factor, as the holistic images for reflection on the mall’s objectives, which influence customers’ perceptions of a good image on the professional services and the mall’s appearance. The aims of this research were to examine the influence factors of independent variables, which consisted offline brand attributes in terms of physical aspects, product-related attributes, personal interaction and reliability, perceived congruence, website image, advertising, emotional attachment and consumer-company identification that were able to impact towards corporate image as a dependent variable. Therefore, this research used descriptive research to collect data from a sample size of 500 respondents who visited a new model shopping mall in Bangkok. Meanwhile, the research methodology of sampling procedures were designed using judgment sampling to select the samples with non-probability technique, quota sampling was used to divide them into effective numbering of respondents, while convenience sampling was used for asking respondents who were available to answer the questionnaire. The data analysis comprised of descriptive analysis to evaluate the variables of independent and dependent variables from the results of mean and demographic factors, presented in frequency and percentage. Also, inferential analysis was used to test the influential factors of each hypothesis by using Multiple Linear Regression and Simple Linear Regression. Thus, the result of hypotheses found that brand attributes in terms of physical aspects, product-related attributes, personal interaction and reliability were significant influenced corporate image. Besides, perceived congruence, website image, advertising, emotional attachment, and consumer-company identification were significant influenced corporate image of a new model shopping mall in Bangkok. The results revealed that all variables were significant influenced on corporate image, which created an efficient image of the new model shopping mall. This research will offer advantages for the mall’s management team, marketers, architects and interior designers, merchandisers, the operations department and other related retail sectors to imply these factors to improve and develop creativity and make strategic plans move to forward to establish a new shopping mall in the future.Item Efficacy of user surveys in designing a university website-a case study(2018) Nagi, KuldeepA website devoted to an academic institution sometimes fail to address its main purposes. In the process of satisfying the need of all stake holders- the students, faculty, alumni and outsiders, the elements of web design are compromised to an extent that either the website becomes too complex or becomes irrelevant. With advances in technology the role of web designers is also beginning to change from just being creators of a website to the facilitators of crafting a powerful user experience (UX). The very purpose of an academic website is now burdened with implementing elements of new technologies, such as, flashing banners, streaming videos and other gimmicks. The constant demands brought in by the advent of new tools and technologies and the changing role of designers makes it difficult to focus on the purpose of a website, but there is no choice for them but to keep experimenting. This paper is based on a random survey of 296 users of a university website to gauge its strengths and weaknesses. This survey resulted in a list of observations and demands, some realistic and many others being exhaustive and impractical. The purpose of this paper is to show that the web design has to focus on its tactical objectives. To meet these goals, this paper also suggests means and methods for implementing core elements of a website design to boost UX and add value.Item An Economy Manufacturing Enterprise System: A Case Study of Plastic Injection Factory(2014) Poonphon SuesaowalukAn automated system for manufacturing management called Manufacturing Enterprise System is proposed and designed for the supportive factory management with the low cost investment. The proposed system will record and provide the report of process performance by manipulating information, which is recorded during the actual process in the production line. The system captures the overall testing of particular product in each process. The testing would be either default as accept or reject and denote the defective criteria. The system reveals the actual performance of particular process of each product and yields throughout the production line. This development system contributes to support production management, especially to report the actual material management for Material Resource Planning (MRP) as a type of defect for defective analysis. Eventually, the implementation of this system is appointed at one stage of Enterprise System.