AU-HIU International Multidisciplinary Journal Vol. 2, Issue 2 (July-December 2022)
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ItemFactors influencing online repurchase intention in Thai popular e-Commerce platform(Bangkok : Assumption University Press, 2022)The purpose of this study is to explore the influence of perceived ease of use, enjoyment, customers’ satisfaction, trust, and online shopping experience on online repurchase intention in Thai popular e-Commerce platforms. This study is designed and analyzed perceived ease of use, enjoyment, customers’ satisfaction, trust, and online shopping experience toward online repurchase intention in Thai popular e-Commerce platform by using secondary data analysis and an archival study approach which has been using three frameworks from previous studies to create a new conceptual framework. Research design, data and methodology: The samples (422 respondents) were collected from an online questionnaire by using convenience sampling, snowball sampling, and purposive sampling to collect data from target respondents. After gathering the data, the study was analyzed by using simple and multiple linear regression in order to confirm and show the significance of the hypotheses. Results: The results explicated that perceived ease of use presented the strongest influence on online purchase intention in Thai popular e-Commerce platforms follow by enjoyment, customer satisfaction, trust, and online shopping experience respectively. Meanwhile, when focusing on the influence of online shopping experience on trust, the result of this study revealed that there has a significant effect of online shopping experience on trust. Conclusions: The research findings have met research objectives. Therefore, it is recommended that the system administration and system development of e-Commerce should pay attention on update the contents, products information, layout, secure transaction to increase online repurchase intention. Research Limitations: The limitations of this research paper are that it is specifically focused on Thailand and consumers living in Thailand. Therefore, the findings that result from this research might not apply to other countries around the world and will only represent the situation in Thailand.
ItemSustainable scenic tourism: a case study of Changchun city, China(Bangkok : Assumption University Press, 2022)With the outbreak of Covid-19, tourism industry all over the world has been affected, and the concept of sustainable development is especially important in this special period. This paper takes Changchun scenic area as the research object, conducts sustainable development research, analyzes and summarizes the problems in the sustainable development of Changchun scenic area tourism and puts forward targeted suggestions, which can provide practical reference for the sustainable development of Changchun scenic area tourism. In this study, 10 tourism practitioners, including 6 managers and 4 scholars, were selected for interviews from February 28 to March 14, 2022 using the purposive sampling method, through whom the current situation and main problems of the development of scenic tourism in Changchun were known. Finally, combining with relevant research results, targeted strategies and suggestions are proposed to promote the sustainable development of scenic tourism in Changchun. The main conclusion of this paper: the concept of sustainability is the guideline for the development of scenic tourism in Changchun under the epidemic, incorporating different tourism projects, diversified promotion programs, detailed personnel training strategies and careful ecological environmental protection into the overall planning of scenic areas to achieve the goals of unified management, comprehensive protection, scientific development and sustainable management.
ItemUrban transformative tourism: a case study of Dali city, China(Bangkok : Assumption University Press, 2022)Tourism has become a rigid demand for many people, tourists on the tourism experience or consumption is no longer limited to the consumption of natural scenery sightseeing or shopping malls, the needs of tourists are also constantly changing, ethnic culture, ancient cities, walking tourism, religious pilgrimage, pastoral scenery and other tourism products are more and more loved by young people, and China's Dali, with a unique geographical environment, a long history and culture, is a tourist city inhabited by ethnic minorities, there are conditions and environments to carry out these tourism projects. When tourists come to Dali, there will be changes by experiencing these tourism programs, and these changes will often have an impact as tourists travel longer. In order to explore the specific changes and reasons for the development of Tourism Projects in Dali, this study sets four research objectives: to understand the impact of Dali's unique culture and lifestyle on tourists. Learn about the specific shifts travelers make after their visit. Analyze the macro and micro factors that make visitors transformative. Discuss how to develop transformative tourism projects in Dali. Through visiting tourism practitioners, learn about the specific measures taken by Dali to develop transformative tourism projects. Through the study, it was found that tourists will have a change after staying in Dali for a period of time, which is mainly reflected in the change of lifestyle, value concept, and is positive. Based on Dali's tourism resources, the implementation of the Transformative Heart Tourism Project in Dali is sustainable, but it also requires cooperation and collaboration between different departments.
ItemFactors affecting customer satisfaction with online food delivery application during the COVID-19 outbreak in Bangkok: a case study of top three applications(Bangkok : Assumption University Press, 2022)This research aimed to determine the factors that affect customer satisfaction with online food delivery application (OFDA) during the COVID-19 outbreak in Bangkok, which study the top three applications (FoodPanda, LineMan, and GrabFood). The sample estimate of 434 respondents was drawn from an online questionnaire using non-probability sampling, which is a method that involves non-random selection based on convenience and ease of data collection. The respondents will be screened based on the research objective so that the sampling will be accessible. After compiling the data, it used Multiple Linear Regression to analyze, prove, and indicate hypotheses’ relevance. This research found that environmental quality, convenience motivation, perceived price, promotion and discount, online tracking, and transaction significantly affected online food delivery applications during the COVID-19 outbreak in Bangkok. Moreover, the researcher should examine specific online food delivery applications (OFDA) to identify customer satisfaction clearly, and issues with each specific online food delivery application (OFDA) since the summary from this research may be known only from customers’ perspective in Bangkok.
ItemFactor influencing green food purchase intentions and health consciousness during COVID-19 pandemic in Bangkok, Thailand(Bangkok : Assumption University Press, 2022)The study examines the variables that influence attitude, subjective norm, perceived behavioral control, and the impact of COVID-19 on green food purchase intention and health consciousness during COVID-19 in Bangkok, Thailand. The study proposed exploring the factors that affect green food purchase intention and health consciousness by using the secondary data method of archival research. This study initiated a unique conceptual framework by combining four frameworks from previous studies. The researcher uses the non-probability sampling method by applying convenience sampling, snowball sampling, and purposive methods with a sample size of 447 as the target respondents. The statistical software in social science was used to analyze and collect data. Moreover, the findings of this research indicate that independent variables of health consciousness, attitude, subjective norm, perceived behavioral control, and impact of COVID-19, only perceived behavioral control was not statistically significant to influence green food purchase intention. After the descriptive analysis and linear regression analysis, the results showed that attitude, subjective norm, health consciousness, and impact of COVID-19 positively influenced green food purchase intention. Thus, the perceived behavioral control negatively toward green food purchase intention, which means all variables accepted perceived behavioral control significantly influenced green food purchase intention.