AU GSB: Vol. 15, No. 1 (June 2022)

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https://repository.au.edu/handle/6623004553/25318

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Now showing 1 - 14 of 14

The influence of digital social responsibility on brand preference, brand admiration, and purchase intention: a cross-nation study
(Bangkok : Assumption University Press, 2022) Suralai Modyop; Kitikorn Dowpiset; Norarit Sudsanguan; Aek Wonganant; Ligu, Zhang
The study investigatesthe impact of DSR on brand preference (BP), brand admiration (BA), and purchase intention (PI). It simultaneously examines the impact of nationality on DSR and purchase intention (PI). Research design, data, and methodology:The data was collected via an online platform. The data was collected from 400 respondents from four different countries, which were Australian, Indonesian, Thai, and Myanmar. For the purpose of testing hypotheses, statistical software treatment was done to analyzethe data; descriptive analysis, simple and multiple linear regression and one-way ANOVA were applied for the present research work. Results:Based on the 400 respondents from four different countries, the results indicatedthat DSR initiatives have a significant and positive influence on BP, BA, and PI. The study shows that the consumer’s purchase intention, was influenced most when they feel admire the brand that applytheDSR concept. The findings also revealed that the differences in nationality have no significant effect on DSR; however, they have a significant impact on PI. As a result, implementing DSR can improve customer’s preferencesand admiration toward the brand, as well as enhance customers’purchase intention. The perception of customer from developed and developing economies toward DSR is identical, whereas the intention to purchase aconsumer goods productthatapplies the DSR concept are significantly different between consumersfrom developed and developingcountries.
Refining employee turnover intention through organization development interventions: an action research on water filtration enterprise in Bangkok
(Bangkok : Assumption University Press, 2022) Arisa Samrong; Papitchaya Wisankosol
The objectives of this research are to analyze employee turnover intention, to observe the determinants on employee turnover intention, and to develop organization development interventions to reduce employee turnover intention of sales department of a water filtration enterprise in Bangkok. The action research is conducted in three stages: pre-ODI, ODI, and post-ODI. One hundred samplers from the sales department of a water filtration enterprise in Bangkok are involved in the data collection and organization development intervention procedure. Data is analyzed by the observation of Percentage, Mean, Standard Deviation (S.D.), and Multiple Linear Regression (MLR).
The differences of students traits in computer science program with the perception of using laptops for studying in Chengdu, Sichuan, China
(Bangkok : Assumption University Press, 2022) Lei, Wang; Hossain, Mohammad Shazzad; Chompu Nuangjamnong
With a sample size of 475 respondents, this study examined how students' disparities in computer science qualities affect their perceptions of using laptops for learning in a computer science program in Chengdu, Sichuan, China. A questionnaire was used as the research instrument. Conduct statistical analysis of variance on the data (Multivariate Analysis of Variance: MANOVA). Perceived ease of use (X̅) = 4.141, perceived usefulness (X̅) = 4.181, trust (X̅) = 4.147, and behavioral intention (X̅) = 4.166 were all high average scores. Meanwhile, at the 0.05 level of significance, gender, age, subjects in computer science courses, and types of laptop manufacturers have no statistically significant difference on perceived ease of use, perceived utility, trust, or behavioral intention. Thus, students use laptops in their study environments, and it was discovered that students' perceived ease of use, perceived usefulness, trust, and behavioral intention to use laptops for studying in computer science courses are generally positive, as the average score is higher, with no significant difference between student characteristics in gender, age, subjects in computer science courses, and types of laptop manufacturers.
Factors impacting online learning usage during Covid-19 pandemic among sophomores in Sichuan Private Universities
(Bangkok : Assumption University Press, 2022) Cao, Yingqu; Chanintorn Jittawiriyanukoon
This study aims to examine factors impacting online learning usage among students in Sichuan private universities, China. The variables used to construct the conceptual framework are perceived ease of use, perceived usefulness, information quality, system quality, service quality, attitude towards using, satisfaction, behavioral intention and actual use. Research design, data and methodology: The quantitative approach (n=500) was conducted via online questionnaire, using judgmental sampling, quota sampling and convenience sampling. Before processing the data collection, content validity was reserved by index of item objective congruence (IOC). Pilot study of 40 samples was approved by Cronbach’s Alpha reliability test. Afterwards, the data was analyzed in SPSS using descriptive statistics, confirmatory factor analysis (CFA) and structural equation modeling (SEM). Results: The results revealed that satisfaction had the strongest significant impact on behavioral intention, followed by perceived usefulness on attitude toward using, service quality on behavioral intention, behavioral intention on actual use, information quality on behavioral intention, perceived ease of use on attitude toward using and attitude toward using on behavioral intention. On the other hand, the relationship between system quality and behavioral intention was not significant. Conclusions: Academic practitioners were recommended to encourage online learning usage among students by developing better online learning system, technical support service and learning experience which led to successful adoption and learning effectiveness of students in higher education.
Factors affecting satisfaction and trust of art students in senior high schools in Chengdu
(Bangkok : Assumption University Press, 2022) Li, Bengui; Soonthorn Pibulcharoensit
This studyaims to examine the factors affecting student satisfaction towards trust of 500 students in art education in senior high schools (grade 10-12) in Chengdu, China. The conceptual framework is developed on how image, perceived value, service performance, positive affect, social environment influence student satisfaction and trust.Research design, data and methodology:Quantitative approach(n=500)was used to distributeonline and offline questionnaires. The nonprobabilitysamplinginvolvesjudgmental sampling, quotasampling random sampling, convenience sampling and snowball sampling. Before thedata collection, Index of item-objective congruence (IOC) and Cronbach’s Alpha for pilot test (n=50)were implemented. After the data collection, researcher accounted the Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were applied to confirm hypotheses and goodness-of-fit. Results:The results werethat image had the strongest significant effect on student satisfaction, followed by positive affect on student satisfaction, student satisfaction on trust, social environment on student satisfaction. Nevertheless, non-supported relationships were perceived value on student satisfaction, image on perceived value, service performance on student satisfaction.Conclusions:Academic practitioners were recommended to focus on building high level of student satisfaction and trust by ensuring good social environment and facilities, high service standard, promoting school image properly and communicating efficiently.
Management mechanism for safeguarding of musical intangible cultural heritage inheritors in Hunan, China
(Bangkok : Assumption University Press, 2022) Liao, Xiaomang; Li, Changhan; Zhu, Lu
This study aimedto investigate the status of the protection and management mechanism for inheritors of musical intangible cultural heritage in Hunan Province, China. Research design, data and methodology:This wasa mixed methodresearch. In the quantitative research part, questionnaire wasused as instrument. The fourdimensions of situation (living condition, professional skills, social status, and the government's support) are used to explore the relative importance of musical intangible cultural heritage to inheritorsin addition to inheritors satisfaction and how inheritors satisfaction influences their behavioral intention.This part surveys 300 practitioners in the field of music intangible cultural heritage in Hunan. In the part of qualitative research, nine questions were used to conduct in-depth interviews with 10 managers of music intangible cultural heritage through semi-structured interviews. Results and Conclusions:The results indicate that three of four living situation dimensions, including Professional skills, Social status, and Government's support, influence inheritors satisfaction and inheritors satisfaction influence in behavioral intention.
Managerial response to hotel guests' review in Bangkok
(Bangkok : Assumption University Press, 2022) Liu, Hengyan; Batra, Adarsh
The service industry is hard to measure due to its characteristics which are perishability, intangibility, inseparability and variability so the service industry like the tourism industry highly relies on the guests’ WOM. This research is aiming to help hotel managers in Bangkok investigate what makes a good response. Since the research is limited to the hotel industry in Bangkok. It is a remarkable way to conduct interviews with managers and tourists to gather data with a qualitative approach. The researcher conducted in-depth interviews with three managers and three tourists to collect data. Dueto Covid-19 pandemic regulation,numbers of interviewees are limited; also, some interviews were conducted online by Zoom and Microsoft team. The researcher analyzed data by the classic content analysis technique. The key findings of the research are: first, the speedy managerial response has a positive impact on guests’ opinion; next, response numbers have a positive effect on guests’ WOM; then the manager should concentrate on both positive and negative responses; finally, relevant managerial response affects guest’ points of view. Based on researcher’s findings, managers should be empathy when response to guests’ reviews. Putting them in the guests’ shoes will make it easier to understand what problem guests have faced.
Vandalism problems in tourism: a case study of Bangkok, Thailand
(Bangkok : Assumption University Press, 2022) Wang, Shengxi; Batra, Adarsh
As people's economic status improves, travel has gradually became a common thing. But many tourists frequently have vandalismbehavior during their trips. Using Bangkok as a case study, the research objectives proposed this study were to find out the viewsof tourism industry managers on the vandalism behavior exhibited by the tourists; understand various types of vandalism behavior exhibited by the tourists visiting Bangkok City; study the provision of adequate rules and regulations on-site to avoid vandalism behavior andformulate reasonable legislation to improve vandalism behavior. This study used purposive sampling method to select 10 tourism practitioners for interview from 12 Oct to 25 Oct in 2021, which includes 5 managers, 3 tour guides and 2 Bangkok local people and makes analysis through their views on vandalism behaviors. Through the interview, it found that most of the tour guides, managers and local people think tourists' vandalism behavior is bad, comprehensive countermeasures shouldbe made toprevent the recurrence of vandalism behavior. Finally, this study put forward solutions, presents a distributed to tourists with attractions rules printedthe map; teach tour guides on vandalism behavior of related education, and informed touristsin advancesuch as vandalism should be fined and face punishment measures.
Post COVID-19: the future of hospitality and tourism industry after a shift in travel priorities
(Bangkok : Assumption University Press, 2022) Sittipat Luengthada; Batra, Adarsh
This study examined the recovery strategies for tourism businesses to rebuild the business volume after a shift in travel priorities in Thailand. This study was conducted as the qualitative research method. This study employed face-to-face semi-structured interviews to collect data from two managingdirectors, five managers, and three lecturers with a total sample of ten informants at hotels, travel companies, and universities in Bangkok and Samut Prakan province, Thailand from October 12, 2021, to October 20, 2021. The sampling technique was purposive sampling method to select informants for the interview. The constant comparative method was employed for analyzing interview data. The key finding indicated that hygiene and safety are the most critical priorities for tourists to travel again, so tourism businesses need to use hygiene and safety protocols to ensure tourists’ confidence after the COVID-19 outbreak. Also, tourism businesses need to collaborate with the public sector and introduce marketing strategies to stimulate demand in the post-COVID-19 crisis. Furthermore, tourism businesses need to use crisis management strategies to deal with different challenges after the COVID-19 crisis. Lastly, tourism businesses need to adapt businesses strategies along with opportunities arising after the COVID-19 crisis to rebuild the business volume in the post-COVID-19 pandemic.
Action research of goal-setting as ODI to improve employee motivation, engagement in Thai CCTV, Thailand
(Bangkok : Assumption University Press, 2022) Fan, TingTing; Preston, Joanne
This study intended to answer the question of how to make Thai Central Chinese Television Group (Thai CCTV) profitable while improving customer satisfaction? The study investigations were through observations, interviews, and analysis of primary data from employees, suppliers, cable TV owners with total of thirty-three participants. In particular, the main research questions encompass as: 1) What is Thai CCTV’s current situation on employee motivation, employee engagement, operational excellence and customer satisfaction? 2) What ODI techniques can be implemented/ applied to increase the level of employee motivation and to increase the level of employee engagement? 3) Are there any differences between pre and post OD intervention on the level of employee motivation and employee engagement? 4) Are there any differences between pre and post OD intervention on the level of operational excellence? 5) Are there any differences between pre and post OD intervention on the level of customer satisfaction? The study used open-ended interview questions and qualitative approaches to conduct interviews during diagnosis, pre- and post-intervention and compare the results before and after the intervention. The findings reveal that the participants were unanimous in belief that goal setting plays a significant role which influenced employee motivation, employee engagement, operational efficiency and customer satisfaction.
Factors impacting the usage intention of learning management system in higher education
(Bangkok : Assumption University Press, 2022) Huang, Jingying; Somsit Duang-Ek-Anong
The purpose of this research is to examine the factors impacting the usageintention of the Learning Management System (LMS) in higher education ofSichuan, China. Research design, data and methodology:Sample data was collected by using quantitative method and questionnaire as a tool.Item-Objective Congruence and pilot test were adopted to test the content validity and reliabilityof questionnaire before distribution.Data was analyzed by utilizingConfirmatory Factor Analysis and Structural EquationModeling to validate model’s goodness of fit and confirm the causal relationship among variablesfor hypothesis testing.Results:The studyhasfound that the conceptual model was able to predict the behavioral intention (BI) to useLMS in higher educations. Perceived Usefulness (PU) and Attitude Towards Using(ATU) are two key antecedentsof BI to use LMS.Conclusions:PU was the strongest predictor of BI to use both directly and indirectly, which PU was driven significantly by service quality, information quality, and system quality. Therefore, this study suggestedthat developers of LMS course and management of higher education institutions should focus on improving thequality factors of LMSfor students to perceive the system as useful and would further formulate favorable attitude and behavioral intention toward using LMS.
Establishing a mindful leadership development pilot programs to determine its effectiveness in reducing employee burnout and improving work performance: a case study at Z&A Company, Myanmar
(Bangkok : Assumption University Press, 2022) Myint, Khine Khine
This action research aims to study to establish a Mindful Leadership Development programs to determine its effectiveness in reducing employee burnout and improving work performance at Z&A Company.In today’s situation, Organizations are under pressure to perform and adapt to the changing environment, creating stress on the employees, translating to direct and indirect costs to the organization. Among the difficulties the leader of todayis facing, those of adaptive challenges are especially difficult. Mindful leadership skills, mindset and practice are recognized as an effective approach to managing stress, and has benefits of attention, well-being and improve work performance which longbeen major concerns in organization in Myanmar. Therefore, appropriate organization development interventions were designed and conducted at the focal company. Data was collected qualitatively through observations and interviews and quantitatively throughsurveys at pre and post-ODI stages.The impact of ODIs was analyzed at the post ODI stage and the outcomes indicated that Mindful Leadership Development Programs have reduced Employee workplace burnout and improved work performance. In concluding the research, the results were reviewed and the author gave recommendations for the further development of the focal company.
The effect of coffee-mix experience and experience quality through perceived value, satisfaction towards repurchase intention in Myanmar
(Bangkok : Assumption University Press, 2022) Won, Toe La; Chompu Nuangjamnong
The main purpose of this study is to determine the factors influencing repurchase intention of coffee-mixed products in Myanmar. Content sensory attribute beliefs, and packaging and branding attribute beliefs represent experience characteristics, and are important aspects of utilitarian value. Experience quality is also used to determine customer satisfaction, and customer perceived value. Utilitarian value, customer perceived value, and customer satisfaction are hypothesized to have significant influences on repurchase intention of coffee-mixed product in Myanmar. Stratified random sampling, snowball sampling, and convenience sampling techniques were used to gather the survey (436 respondents) from online questionnaires. The data were analyzed by using simple linear regression, and multiple linear regression to validate the conclusions. The results revealed that experience characteristics, and experience quality of this coffee-mixed brand have significant influences on utilitarian value, customer perceived value, and customer satisfaction, respectively. Customer satisfaction, customer perceived value, and utilitarian value were found to be important, and beneficial factors in repurchase intention. While all factors have a substantial effect on repurchase intentions, customer perceived value has the least impact on repurchase intentions. Therefore, the researcher suggested that the May Myo Fresh coffee-mixed company should focus on customer expectation from this product more to fulfil customer’s desire in the future. May Myo Fresh coffee-mixed company would use the results of this study to improve communication strategies, and increase sales volume in future.
Organization development interventions to improve leadership, communication, support, career development and justice of Generation Y & Z: a case study of China
(Bangkok : Assumption University Press, 2022) Wu, Wenxiang; Sirichai Preudhikulpradab
This research is mixed-method research aiming at identifying and prioritizing the Organization Development interventions to improve leadership, communication, training & development, support, and justice. Research design, data and methodology: The research also utilizes a needs assessment to examine the differences between the current and expected situations. The target respondents comprise generation Y and Z from both Zhejiang province, China. During the COVID-19 period, the researcher obtained 22847 responses from Zhejiang province, using convenient and purposive sampling. Results and conclusions: The quantitative findings show a significant difference between the current situation and the expected situation regarding leadership, communication, training & development, support, and justice (p < 0.05). According to the PNImodified value, the top three dimensions needing improvement are justice, support, and communication. The five open-ended questions' coding results revealed that respondents were dissatisfied with their organizations' five dimensions' current situation.

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