AU-HIU International Multidisciplinary Journal Vol. 1, Issue 1 (July 2021)
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ItemFactors influencing the purchase decision of celebrity endorsement products in Zhejiang(Assumption University Press, 2021)The purpose of this study is to determine the factors that influence Zhejiang Chinese consumers’ decision to purchase celebrity endorsed products. The source attractiveness model, the source credibility model, and the meaning transfer model were reviewed to identify the important factors in this current study. The researcher used an online questionnaire to survey 389 respondents who live in Zhejiang Province and have purchased celebrity-endorsed products. Besides, this study used convenience sampling and snowball sampling to analyze 389 data sets. Multiple Linear Regression was utilized to examine the extent to which the four independent variables (attractiveness, credibility, trustworthiness, and reliability of celebrity) influence the dependent variable (consumers’ purchase decision). In this current study, the results showed that celebrities' attractiveness, credibility, and reliability made Zhejiang Chinese consumers buy celebrity-endorsed products. The key recommendations were suggested to improve consumers’ purchase decisions regarding celebrity-endorsed products accordingly.
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ItemExploring the factors influencing an organisation in Thailand to adopt cloud computing platforms(Assumption University Press, 2021)This research is aimed to explore the factors influencing organizations in Thailand to adopt to cloud computing platforms. The study was conducted utilizing the theory of planned behavior (attitude toward the behavior, subjective norms, perceived behavioral control) with an additional factor known as the perceived usefulness, perceived ease of use, and satisfaction to predict companies' intention to adopt to cloud. The research was conducted as a quantitative analysis with descriptive and inferential research with a sample size of 284 respondents who have had some experience with cloud computing services. The results of this research were analyzed using simple and multiple linear regression. The finding shows most of the variables have significantly influenced cloud adoption intention. Interestingly, technology impacts perceived usefulness, Perceived ease of use as well as satisfaction. There is a need for proper knowledge sharing, training for Thailand people to use cloud computing platforms.
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ItemA strategic leadership to improve higher secondary mathematics teachers' teaching practices(Assumption University Press, 2021)The purpose of this study was to develop a leadership model to improve higher secondary mathematics teaching strategies. The model was developed to enhance leadership style and teaching strategies. This study was conducted by two objectives. The first objective was to determine the impact of leadership style on teachers’ teaching strategies of higher secondary mathematics teachers. The second objective was to compare the teachers teaching strategies before and after they attend the leadership style training program. Quantitative method was used for the study. The major theories were situational leadership and transactional leadership and the teaching strategies questionnaires were taken from the authors of Davies, 2004, Pisapia, 2009 and Johns, 2014. A survey was used to collect the quantitative data from the secondary mathematics teachers. For the quantitative data, statistical analysis was carried out to obtain the Mean and Standard Deviation. Multiple regression analysis was utilized to find significant variables. A survey using the leadership styles questionnaire were distributed to a sample of one hundred fifty secondary mathematics teachers. The current leadership style and teaching strategies were found to be moderately practiced by the higher secondary mathematics teachers. A model of leadership style for higher secondary mathematics teachers’ teaching strategy was two parts: leadership style and teaching strategy. The new leadership model will hopefully be utilized by the higher secondary mathematics teachers, school leaders and the administrators. The new leadership model aims at implementing in the higher secondary mathematics teachers’ being investigated. It is believed that the model would substantially influence the way the higher secondary mathematic teachers’ currently practiced leadership. The administrators can adjust themselves in performing their leadership practices through a number of factors which include time constraints and workloads, cooperation, culture, and values, qualification, skills, and experience, organizational structure, funding and facilities, and tasks and roles related to leadership.