Proceeding Papers

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    Oxymoron of serious games in eLearning: gender differences from an internet-based survey in Thailand
    This 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.
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    Redesign principles of game-based learning: expectations from stakeholders in a developing country
    The 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.
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    A comparative study on the importance of customer orientation of frontline employees in the service industry
    This 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.
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    Determinant factors that affect repurchase intention of OTOP Thai leather bags: a case study of the Thai millennials
    This 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.