AU Virtual International Conference Entrepreneurship and Sustainability in the Digital Era: Vol. 1, No. 1 (2020)

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https://repository.au.edu/handle/6623004553/24878

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Factors impacting the continued use of social media: a case study of senior citizens in Bangkok
(Assumption University Press, 2020) Yanisa Deeananlarp; Chompu Nuangjamnong; Kitikorn Dowpiset
This study aimed to identify the factors affecting senior citizen users of social media in Bangkok, Thailand. The proposed of this research is also to determine the impact of user satisfaction on the continued use of social media. This study is quantitative research with several testing such as Cronbach's Alpha, Descriptive and Inferential Statistics to assess the reliability of the questionnaire analyze demographic information and testing the hypotheses. The surveys were distributed 400 sets to sample who are over 60 years old, live in Bangkok, and have used social media. The study results were the factor affecting on user satisfaction are utilitarian benefits and hedonic benefits at a significant level of 0.05, and further impacts continued use.
Examining factors influencing brand loyalty towards fast fashion brand in Dhaka, Bangladesh
(Assumption University Press, 2020) Antara Chowdhury; Sirion Chaipoopirutana
Today’s fashion market is highly competitive and the constant need to ‘refresh’ product ranges gives consumers endless options to choose from which is why brand loyalty plays an important role for business’s to retain their consumers. The purpose of this study is to examine factors influencing brand loyalty towards a fast fashion brand in Dhaka, Bangladesh. 400 respondents were applied in order to investigate the statistical treatment of the data. Data were collected by using survey questionnaires and both simple linear and multiple linear regression analysis were used to test the hypotheses. The results indicate that there is a relationship between each variable for brand loyalty. Among them, social media marketing in term of responsiveness has the strongest influence on value consciousness followed by brand consciousness. Also, brand personality has the strongest influence on brand loyalty followed by social media marketing and brand uniqueness. The findings of this research will be beneficial to not only Aarong but also for other fast fashion brands. It can support data which may help the fast fashion industry to modify and improve more effective and proficient marketing tools and business model based on the knowledge of the influences of the factors in this research in order to create brand loyalty and accomplish the ultimate goals of the organization.
Antecedents and consequences of customer satisfaction and loyalty: an empirical study of popular cafe in Mandalay, Myanmar
(Assumption University Press, 2020) Kyaw, May Thu; Sirion Chaipoopirutana
This research aims to examine the factors influencing customer satisfaction and loyalty towards the popular cafe in Mandalay, Myanmar. The researcher applied the factors, including perceived customer to employee interaction, perceived service quality, and perceived value. The sample size of this study is 400, and questionnaires are distributed at Mingalar Mandalay Complex. In this study, the researcher applied non-probability sampling methods, including purposive and convenience sampling techniques. The researcher also used the five-point Likert scale, designed as research instruments. To test the hypotheses, the researcher used both simple linear regression and multiple linear regression to analyze and calculate the data. Based on the research finding, the researcher found that perceived service quality significantly influenced perceived value and perceived customer to employee interaction, and perceived value significantly influenced customer satisfaction except for perceived service quality. Furthermore, perceived value and customer satisfaction significantly influenced customer loyalty.
Factors affecting the purchasing decision facial skincare products of working women in Bangkok Metropolis during economic recession period
(Assumption University Press, 2020) Pusanisa Boonmangmee; Preecha Methavasaraphak
The facial skincare products were in group of convenience goods that customers would buy from their wanted not needed so can said that facial skincare products were unnecessary for life. However, the competition in the skincare business was very high. Consumer had a lot of choices to select. This research aimed to study about factors related and affecting purchasing decision facial skincare products of working women in Bangkok Metropolis during Economic Recession Period. The quantitative questionnaires were conducted and also distributed 400 sets of questionnaires to working women who worked or lived in Bangkok, Thailand which were ever bought facial skincare product within 10 months ago. The Statistical Package for Social Science (SPSS) were used to analyze the data there is three analyses which are descriptive analysis (frequency, mean and standard deviation), correlation analysis and multiple regression analysis.Literature review shown in six factors might be related and affected on purchasing decision consist of product quality, convenience place, promotion, brand, self-image and social norms. After analysis by descriptive analysis and multiple linear regression the result shown only two factors related and affect purchasing decision facial skincare products of working women in Bangkok Metropolis during Economic Recession Period that were product quality and brand. Which can explain that 36.9% (R2=.369) of the variation affect in purchasing decision facial skincare products of working women in Bangkok Metropolis during economic recession period. Others factors consist of convenience place, promotion, self-image and social norms did not had statistic significantly on purchasing decision of working women in Bangkok.
An integrated model of influence of perceived quality, perceived value, brand association, brand awareness and brand uniqueness on brand loyalty towards a luxury brand in Bangkok, Thailand
(Assumption University Press, 2020) Suwanan Chansuk; Sirion Chaipoopirutana
Under today's increasingly competitive business environment, maintaining customers' brand loyalty remains a significant factor. To be successful in any business sector, companies should understand the customers' needs and create strong brands to attract a long-term business. The primary purpose of this study is to investigate the factors affecting brand loyalty towards the top luxury brand in Bangkok, Thailand. The researchers collected data from 400 consumers in front of the main gate of four shopping malls, including both Thai males and females in Bangkok. The individuals whom we conducted all had experienced purchasing luxury products by using five-point Likert scale survey questionnaires. The non-probability was applied to collect the data from the sampling units by using judgment, quota, and convenience sampling techniques. The descriptive, interferential, and linear regression analysis was used to test all hypotheses. Based on the result of this study, the researchers found that brand awareness has a significant influence on perceived quality and brand association. Additionally, brand loyalty is significantly influenced by perceived value, brand uniqueness, perceived quality, brand awareness, and brand association, respectively.
Experts and customer’s insights on purchasing considerations: a case of fabric curtain products in Thailand
(Assumption University Press, 2020) Prariprat Sukhumalanon; Chompu Nuangjamnong; Kitikorn Dowpiset
This research aimed to find the influence factor that affecting purchasing intention toward The Fabric Curtain in Bangkok. The Fabric Curtain is the long lifetime product and niche market. Moreover, The Fabric Curtain company does not focus only on product quality but also on service quality. The researcher focuses on making the data more reliable and covers every factor according to the purpose of this research. The researcher has collaborated with three specialists in The Fabric Curtain market who be in the position of owner and sales manager of The Fabric Curtain companies. Moreover, to make it more reliable and follow the trend of The Fabric Curtain for analyzing the data. The researcher has an interview with two groups with eight interviewees, which consists of the experts in the market who has experience more than fifteen years and customers who already installed The Fabric Curtain within one year. The technique is an in-depth interview for finding new information and understanding about purchasing intention of customers. The variables consist of the product description, price, store image perception, sale promotion, service quality, and purchase intention. Finally, the researcher used the data from all of the interviewees and the suggestion from the experts to analyze, a recommendation about The Fabric Curtain company, and further study about the online store of The Fabric Curtain business.
The influence factors that affect employee retention (a case study in one of the tops electricity organization in Thailand)
(Assumption University Press, 2020) Supitcha Panich; Chompu Nuangjamnong; Kitikorn Dowpiset
This research aimed to determine factors that affect to employee retention, a case study in one of the top electricity organization. The objectives of this research were: 1) study the factors that can affect to the employee retention in an organization; 2) Explain the influences factors that affect to the employee retention in an organization. The questionnaires were used as a data collection instrumental for 400 sets. The data analysis was used the descriptive statistic such as frequency, percentage, mean, standard deviation (S.D.), and the hypothesis testing in this research was multiple linear regression analysis (MRA) at significant level of .05. In this research, the results presented that 1) the overall level of Employee retention was neutral, when considering of independent variables from high to low, the results revealed that deeply high level of organizational commitment were highest; then followed by the job satisfaction; and the job satisfaction in the work was the least, 2) the results from the hypothesis testing of the Influence Factors that impact affect to employee retention, a case study in one of the top electricity organization. The most influencing factor was organizational commitment, followed by job satisfaction and organizational culture respectively at significant level of 0.05.
An empirical investigation of factors affecting passenger’s repurchase intention towards low-cost airline in Thailand
(Assumption University Press, 2020) Kathabhon Thanalerdsobhon; Sirion Chaipoopirutana
With the economic situation at this time, being able to generate some profits for the airlines is difficult. However, to be able to survive in this changing world is harder. As there are many competitions in the aviation industry in Thailand. Airlines are competing with one another either by price promotion, or cost. Many factors are affecting the world’s economy right now. For example, economic war between the united states of America and China, the appreciation of Thai Baht, the political problems, and others to be able to survive in this crisis, creating the factor of repurchase intention would be the solution to all the airlines. The motive of the study is to investigate the influence of affecting factors: service quality in terms of tangible factors, schedule factors, service provided by ground personnel, service provided by flight attendants, trust, brand image, perceived value, and customer satisfaction on repurchase intention towards one particular budget-airline in Thailand. The researchers gathered data from real passengers of the low-cost airline at Don Mueang International Airport and Suvarnabhumi Airport, Thailand. The sample size of this study is 409 respondents. The data is collected by the questionnaire distribution. Descriptive research with quota sampling, judgement sampling, and convenience sampling under non-probability was applied. The five Liker-scale was used to help with the research instrument. The researchers applied descriptive and inferential analysis methods to complete the process. Besides, the Multiple Regression Linear was adopted to help test all the hypotheses. Based on the findings, the researchers found that service quality in terms of tangible factors, service provided by ground personnel, and service provided by flight attendants, trust, brand image, perceived value and customer satisfaction statistically have an influence on repurchase intention.
Empirical research on online repurchase intention: an assessment of ease of use, security, private concern, trust, and e-satisfaction towards online shoppers in China
(Assumption University Press, 2020) Wang, Renyan; Sirion Chaipoopirutana
Nowadays, e-commerce is more and more popular, and has become an indispensable part of people's daily life. With the fantastic growth of online shopping quantity of Chinese users, the e-commerce platform is also overgrowing. This study focuses on five factors (security, ease of use, privacy concern, trust and e- satisfaction) that affect repurchase intention. In addition, this study focuses on China's online shopping platform and online shopping users. This study collected 389 questionnaires by online platform and the data from the questionnaires were analyzed and summarized. Descriptive and inferential analyses were applied to analyze the data, and the researchers applied five point Likert scales for the research instrument. In this study, the researchers applied Simple Linear Regression and Multiple Linear Regression to test all the hypotheses. The results of this study show that “security” and “privacy concern” have great influence on trust and e-satisfaction. The website ease of use has an important impact on customers' e-satisfaction. At the same time, the online security, e-satisfaction and trust have an important impact on customer repurchase intention.
An empirical investigation of Video Game control users: examining the influence of social media advertising, social media promotion, E-WOM, and brand image on purchase intention in China
(Assumption University Press, 2020) Li, Ningqin; Sirion Chaipoopirutana
With the rapid development of technology in gaming, more and more consumers have accepted electronic games,and major manufacturers are continually launching their new game consoles. Playing games has gradually become the leading entertainment activities for people all over the world. This research aims to study the influence of social media advertising content, social media promotion content, E-WOM, and brand image on Chinese consumers' purchase intention towards game console. In this research, the researchers collected the data from 300 Chinses customers who use the game consoles through online platform. Simultaneously, this study uses non-probability sampling including judgement and convenient sampling techniques, to collect the data. The researchers also applied 5-point Likert scale for research instruments. Descriptive and inferential analysis are used to analyze the data of demographics and linear regression is also applied to test the hypotheses. The researchers found that social media advertising content, social media promotion content, E-WOM, and brand image were positively influence purchase intentions. Especially the brand image, it has the most significant influence on purchase intention.
A study of customer's satisfaction towards boots pharmacy in Thailand
(Assumption University Press, 2020) Shi, Na; Preecha Methavasaraphak
The research aims to identify the factors that affect customer's satisfaction with Boots Pharmacy and increase the company's profits, consumers, and market share. In Thailand, Retail pharmacies are adapting to a competitive market as domestic and foreign competitors seek more market share, and customers can easily switch between different pharmacies to buy drugs. This research will help Boots pharmacy understand more about the factors that affect customer satisfaction, to improve their business strategy planning and practice, gain more favorable comments and affection from consumers, and build customer loyalty. Besides, the study can serve as a suggestion to improve the company's performance, beat competitors, and gain more market share. So, the quantitative questionnaires were conducted and also distributed 400 sets of questionnaires to the people who have purchased drugs in the Boots pharmacy chain in Thailand. The descriptive analysis and multiple linear regression were used to confirm the results. A study of factors that affect customer's satisfaction with Boots Pharmacy includes convenience, price, product quality, and service quality. The result affirmed that all the factors are an effect on customer's satisfaction with Boots Pharmacy, among them, convenience is the highest effect and price is the lowest effect on customer's satisfaction with Boots Pharmacy.
An integrated model of factors affecting website adoption, perceived risk and trust on online shopping intention in China
(Assumption University Press, 2020) Xia, Zongwen; Sirion Chaipoopirutana
With the growth of e-commerce platforms, more and more customers are changing their shopping intention from physical stores to online platforms. China has a substantial population in the world and also has the completed e-commerceplatform. Due to Covid-19 Pandemic, many consumers changed their behavior to be online shopping. E-commerce still has a large potential market in near future. Therefore, this research aims to test the influence of website adoption, perceived risk, and trust on online shopping intention. The researchers collected the data from online shoppers who bought products service from one of the most famous online shopping websites in China. The sample of this study was collected from 400 respondents through online. Non-probability sampling methods including purposive and convenience sampling was applied to collect the data from the sampling units.The five-point Likert scale was designed for research instruments. Descriptive analysis and inferential analysis were applied to analyze the data and multiple linear regression analysis was applied to test all hypotheses. Based on the findings, the researchers found that perceived usefulness, perceived ease of use, social influence, and facilitatingconditions significantlyinfluenced online shopping intention. Perceived risk and trust also had a significant influence on online shopping intention.
An empirical study of the impact of active leadership on employee’s job satisfaction in the Subcontractor Company
(Assumption University Press, 2020) Jutharat Reungrit; Piyathida Praditbatuga; Santhiti Treetipbut
This research study examines the influence of transactional leadership components (contingent reward, management by exception (active), and management by exception (passive)) on employee’s job satisfaction among employees at KTK97 Subcontractor Company. Convenience sampling was used. A sample size of 300 respondents was drawn from employee who worked in KTK97 Subcontractor Company. Contingent reward was rated at the strongly agreed level, followed by management by exception (active) at the agreed level, and management by exception (passive) at the disagreed level.Simple linear regression analysis was used to test research hypotheses.It was found that among the transaction leadership components, contingent reward had a significant influence on job satisfaction while management by exception (active) and management by exception (passive) had no significant influence on job satisfaction.
The impact of transformational leadership styles on employee engagement in a sugar
(Assumption University Press, 2020) Wichian Srichaipanya; Piyathida Praditbatuga; Santhiti Treetipbut
The objective of this research is to determine the influence of transformational leadership styles on employee engagement of a chosen sugar factory. Quantitative survey research was conducted. A total of 230 sets of questionnaires were distributed to manufacturing employees in the sugar factory and 180 completed questionnaires were used for data analysis. The mean values indicate that manufacturing employees in the studied sugar factory agreed with transformational leadership styles (idealized influence with the mean value of 3.57, intellectual stimulation with the mean value of 3.55, inspirational motivation with the mean value of 3.52, and individual consideration with the mean value of 3.21). Manufacturing employees in the studied sugar factory were engaged with their job, with the mean value of 3.90. Results from Multiple Linear Regression analysis indicate that transformational leadership styles (idealized influence, inspirational motivation, intellectual stimulation and individual consideration) significantly influence employee engagement. Individual consideration has the highest influence on employee engagement (Beta = 0.205), followed by idealize influence (Beta = 0.145), intellectual stimulation (Beta = 0.027) and inspirational motivation (Beta = -0.096) respectively. The selected sugar factory should focus more on individual consideration in order to create more employee engagement. Two factors of transformational leadership styles that should also be more focused on are idealized influence and intellectual stimulation as they have positive influence on employee engagement.
Factors affecting intention to purchase decision energy drink in Thailand
(Assumption University Press, 2020) Apirati Pichayadecha; Papitchaya Wisankosol
The energy drink business is fastest-growing product category in the beverage market. Refer to globalization, energy drink products are market as an alternative to carbonated products, and it is the opportunity switch from carbonated product to energy drink category in over the last few years. In Thailand perspective, the energy drinks industry grew at a CAGR of 5.8% between 2018 and 2019, THB 22.1 billion in terms of sales value (AC Nielsen, 2020), and there are many companies in this market. Therefore, this market is very competitive and there are various factors affect intention to purchase decision energy drinksin Thailand. The main purpose of this study was to identify factors affecting intention to purchase decision energy drinks in Thailand. The questionnaire was distributed to people who are Thai about 400 participants. Moreover, convenience sampling, which is a non-probability sampling method, is used for the sampling procedure with analyzing the level of impact toward independent variables (product, price, place, promotion, and subjective norm) to the dependent variable (purchase decision). The results of this research indicated that three independent variables, which are product, promotion, and subjective norm, had significantly affecting intention to purchase decision energy drink in Thailand. Therefore, the energy drink business should focus more on the product, promotion, and subjective norm, which creates more attracted to purchase the product.
The influence of investment knowledge and risk perception on mutual fund choices among Millennials investors in Bangkok metropolitan area
(Assumption University Press, 2020) Muktapa Leelapamornkit; Thananporn Sethjinda
Mutual funds are one of the simplest investments and are considered a ‘gateway’ investment for new investors, which should make them ideal for new investors such as younger Millennials. It is more diversified portfolios in many sectors than direct investment in one sector. This research paper focused on investment knowledge and risk perception on mutual funds investment among Millennials investor which is largest population in Thailand . The research done have been collected from 427 Millennials mutual fund investors in Bangkok. The objective of this study was to investigate the effects of investor characteristics on investor knowledge, investor anxiety, risk-taking propensity, and risk aversion on the choice of mutual funds. Descriptive statistics showed that most of investors making transaction via mobile application and relying on online social media for source of information. Moreover, they had moderate investment anxiety and low to moderate risk-taking propensity, along with moderate investor knowledge and risk aversion. The result of logistic regression was investment knowledge only effects to equity fund investment. Investment anxiety effects to fixed income investment. In term of risk taking effects to money market fund and equity fund, while risk aversion only effects to equity fund. Finally, none of the factors had an influence on REIT, balanced funds and FIF.
The influence of family resource, family stress, money attitudes, self-control towards materialism: the case of generation Y in Bangkok Metropolitan
(Assumption University Press, 2020) Sararat Thongbaisri; Ekkachai Boonchuaymetta
Nowadays, the population of generation Y most likely drives the consumer market. Hence scrutinizing their behavior’s consumer toward their money attitudes and materialism has become more critical. The researcher has ultimate purposes of determining and investigating the behavior of generation Y toward money attitudes, which in turn affect materialism. Research findings show that how family resources received during childhood, perceived stress from disruptive childhood and self-control are influencing the varied impact on Materialism and Money Attitude dimensions. This sample surveyed n=412 Thai Generation Y (1980-1997) in Bangkok Metropolis to examine whether family resources received during childhood, perceived stress from disruptive childhood, money attitudes and self-control affect Thai Generation Y Bangkok Metropolis’s life-course. This study founds perceived stress from disruptive childhood family have certain impacts on later-life of money attitudes. Money attitudes also affect to materialism as well as the current Self-Control behavior has significant effects on materialism.
An empirical research on factors influencing customer satisfaction and behavioral intention to repurchase towards fast food restaurant in Dhaka, Bangladesh
(Assumption University Press, 2020) Mumtaz, Syeda Karishma; Sirion Chaipoopirutana
The purpose of this research is to investigate the factors influencing customer satisfaction and behavioral intention to repurchase of customers towards KFC restaurant in Dhaka, Bangladesh. Empirical testing is conducted to deduce the result of this research. Data were collected from 450 respondents who have/had dining experience at KFC restaurant Dhaka, Bangladesh by using self-administered questionnaire. Multiple Linear regression (MLR) method was used for analysis and SPSS software was used to interpret the result. The researcher used judgement, quota, and convenience sampling to deduce the target population and location. It was revealed from the study that service quality in terms of tangible, reliability, responsiveness, assurance, and empathy has no significant influence on customer satisfaction. Perceived value in terms of hedonic and utilitarian value, price, food quality, physical environment quality has significant influence on customer satisfaction. Utilitarian value is a better predictor of customer satisfaction because of high beta value. Price, customer satisfaction and perceived value has significant influence on behavioral intention to repurchase. Customer satisfaction is a better predictor of behavioral intention to repurchase because of high beta value.
Factors influencing customer satisfaction in the airline industry: the case of M Airways
(Assumption University Press, 2020) Thidarat Tangthaweetham; Piyathida Praditbatuga; Santhiti Treetipbut
This research is aimed to determine whether service quality, in terms of airline tangibles, terminal tangibles, personnel, empathy, and image, influences customer satisfaction towards M Airways. Sample of this study was first, and business passengers of M Airways. The study employed the questionnaire method as a tool to collect data from 100 respondents. The Multiple Linear Regression (MLR) analysis of image, terminal tangibles, airline tangibles, empathy, and personnel have proven to be statistically significant in influencing customer satisfaction [r2 = .502, Adjust r2 = 0.476, F = 18.978, p = .000]. Moreover, image had the strongest influence on customer satisfaction, followed by terminal tangibles, airline tangibles, empathy, and personnel, respectively. Therefore, if M Airways would like to increase its level of customer satisfaction, it has to focus most on improving the level of positive perception on the airline image, followed by terminal tangibles, airline tangibles, empathy, and personnel, respectively.
Importance and performance analysis of distance education for radio and television university of China studentsin China
(Assumption University Press, 2020) Wang, Xinyan; Apichart Intravisit
This study aims to measure students’ perception on importance and performance of Radio and Television University of China (RTUC), with intention to help improve the university’s business. Student satisfaction is one of the important indexes of university ranking, and it is also an important reference index when students choose university. As a radio and television university, its students are mainly adults who have entered the social work, students in order to be more competitive in the workplace to promote the continuing education of academic qualifications. Unlike full-time students who are influenced by a variety of factors, adult students will focus on student satisfaction when choosing a school, so improving college satisfaction is important for RTUC enrollment, and studying the impact criteria of different variables on student satisfaction can help RTUC improve student satisfaction and thus better help universities attract students to enroll. Variables effecting RTUC’s students’ satisfaction in the distance education industry of china includes eight attributes: they are, RTUC’s general service, registration guide, tutorial, practice, learning material, examination, media, and, cost/value for money. Survey conducted on RTUC’s 401 students via questionnaire of 44 questions finds no significant difference between their perceptions on importance and performance of all variables. This is a research use quantitative method and use important and performance analysis to evaluate the result.

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