AU GSB: Vol. 14, No. 1 (June 2021)

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https://repository.au.edu/handle/6623004553/24838

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Organization development intervention on users acceptance of core banking system in Myanmar
(Assumption University Press, 2021) Swe, May Darli Phone; Kitikorn Dowpiset
This action research has three objectives, comprising 1) To diagnose the current acceptance level of users on the core banking system, 2) To implement Organization Development Intervention (ODI), and 3) To examine the impact of pre-ODI and post-ODI in perceived usefulness, perceived ease of use, attitude toward the use, and behavioral intention to use. The research site is MMM Microfinance Company Ltd, Myanmar, involving three groups of participants, which are loan officers, accounting, and IT departments, totaling 30 people. This experimental research employs structured questionnaires and semi-structured interviews for data collection, comprising two phases: pre-ODI and post-ODI Data analysis and treatments include the Pair sample T-test and Pearson Correlation test and the contents analysis of the interview’s passages translated from Myanmar to the English language for coding. The key findings show a significant difference between the pre-ODI and the post-ODI for perceived usefulness, perceived ease of use, attitude toward use, and behavioral intention to use. Recommendations comprise developing the core banking software usage in the focal organization, analyzing demographic factors and the acceptance of technology, and the relation of organizational structure and technology acceptance.
Motives for inward foreign direct investment into Thailand: a quantitative analysis
(Assumption University Press, 2021) Janda, Julian; Chompu Nuangjamnong
This study aimed to formulate a conceptual framework regarding the Foreign Direct Investment (FDI) location choice made by corporations and identified the motivational factors of the FDI location choices. The framework and associated hypotheses were empirically tested in Thailand. The framework was derived from existing FDI literature and consists of market, resource and efficiency seeking motives as well as institutional factors and general macroeconomic indicators towards the FDI location choice in Thailand. The objective of this research was to extend the understanding of FDI location decisions and hence provide more informed recommendations to Thai policy makers and business practitioners, as well as contribute significant knowledge to academic literature about the most influential determinants for FDI location choice in Thailand. The approach was a quantitative analysis as this provided an overview of the determining factors of FDI inflows into Thailand. Data from a number of companies was collected by using a questionnaire. In order to ensure the reliability of the proposed survey, quantitative techniques such as Cronbach's Alpha and Item-Objective Congruence were applied. Furthermore, descriptive statistics and a multiple linear regression analysis were used to determine the influence of the independent variables obtained from the conceptual framework of this research study. The research study identified that macroeconomic indicators, market-seeking motives and efficiency-seeking motives have a significant positive influence towards the FDI location choice of Thailand. Notably, resource-seeking motives and institutional factors did not have a significant influence. To the best of my knowledge this research study contains no material previously published or written by another person except where due reference is made in the text of the examinable outcome.
Key influencers of innovative work behavior in leading Thai property developers
(Assumption University Press, 2021) Thanatchaporn Jaruwanakul
Purpose: This research paper aims to investigate the key influencers that have significant impact on innovative work behavior among employees of top five leading property developers in Thailand. The conceptual framework proposed causal relationship among Transformational Leadership (TL), Work Engagement (WE), Management Support (MS), Coworkers Support (CS) and Innovative Work Behavior (IWB) Research design, data and methodology: The researcher applied quantitative method (n=400), distributing questionnaires to top to middle management employees. The nonprobability sampling includes judgmental sampling in selecting top five property companies, quota sampling in scoping market capitalization and convenience sampling in collecting data and distributing of surveys online and offline. The Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) were used for the data analysis including model fit, reliability, and validity of the constructs. Results: The results explicated that transformational leadership, work engagement, management support and coworkers support have significant impact on innovative work behavior. Management support presented that strongest impact on innovative work behavior, followed by coworkers support, transformational leadership and work engagement respectively. Conclusions: Five hypotheses were proven to fulfil research objectives. Hence, management and human resource teams are suggested to provide assessment to measure level of influencers and people development programs to enhance innovation behavior at the workplace.
Factors facilitating foreign amateur musicians earn popularity on YouTube Worldwide: a case study of global and local identities of Thai Amateur Musicians
(Assumption University Press, 2021) Pannawit Sanitnarathorn; Thanyaratai Jaturatamrong; Navaya Shinasharkey; Jessada Chitrakorn; Vitti Thitivongse; Suttikorn Tocharoenniwatsai
Since YouTube has been introduced to the music industry, it has played the important role for amateurs or unknown musicians to establish their own music careers while being independent from record labels. YouTube is recognized as one of freemium streaming music services helping musicians to publicize and increase their popularity in global audiences. However, not every musician would be popularly successful on being YouTubers or widely known enough. It leads to the questions what factors facilitating those musicians around the world became popular in this platform are. One of the most interesting factors is Globalization which means conducting business according to local and global considerations. Therefore, this research will focus on YouTube musicians in a country where a national identity is strong like Thailand which can be penetrated very well in this high competitive international market like YouTube. This research studied factors facilitating foreign musicians earn popularity on YouTube worldwide and how Thai amateur musicians succeed on YouTube. Quantitative data surveyed from a sample of 540 Thai who have experienced music via YouTube. Partial Least Square (SmartPLS) software was conducted to analyze Structural Equation Model (SEM). This study found that Culture Domination and Globalization are the highest two impact factors respectively towards YouTube popularity by foreign musicians.
The middle managers' essential leadership styles: a case of Global Technology Company in Myanmar
(Assumption University Press, 2021) Aung, Shane Thu; Sirichai Preudhikulpradab
This article is a needs assessment research, comprising two objectives, 1) examining the leadership styles and 2) proposing the Organization development programs to enhance the middle managers' leadership styles for the future development program. Five leadership variables are studied: transformational leadership, transactional leadership, authentic leadership, servant leadership, and adaptive leadership. The research instrument was a needs-assessment questionnaire to examine the differences and rank the priority needs using PNIModified. The target samples comprise generation Y and Z employees of Global Technology Company in Myanmar. The sampling method is purposive sampling, comprising of 60 respondents. The PNIModified results indicated that adaptive leadership was ranked the first-order need, servant leadership was ranked the second-order need, transformational leadership was ranked the third-order need, authentic leadership was ranked the fourth, and transactional leadership was ranked the fifth-order need. Four sets of recommendations for the Organization development program proposed for the managers and employees. Moreover, it is important at the management level to concentrate on performance and objectives rather than human desires to achieve operational effectiveness. Giving positive guidance and direction to employees would help them become more goal-oriented. Another main requirement in the global technology middle management is to monitor the success of subordinates and take prompt corrective steps.
Leveraging leadership, collaboration,and decision-making to improve team effectiveness: a case of Education Gathering Group (EGG) Alumni Network in Kayin State, Myanmar
(Assumption University Press, 2021) Khalein, Saw Kyaw Khaung; Sirichai Preudhikulpradab
This article is survey-based research, comprising of two objectives, 1). to examine the current situations of leadership, collaboration, and decision making to improve team effectiveness of the Education Gathering Group (EGG) Alumni Network in Kayin State, Myanmar, and 2). to propose key developmental opportunities to improve team effectiveness. Research design, data, and methodology: The research site is Kayin State, Myanmar, with a total actual sample of 124 respondents who completed the survey. The instrument employed is a structured questionnaire, which is IOC validated and Cronbach Alpha Co-Efficient tested. The sampling technique is purposive sampling. Data is quantitative and treatments, comprise descriptive statistics, inferential statistics, and Pearson correlation. Key findings indicated that leadership (p=0.00, r=0.479) and decision-making (p=0.00, r=0.408), which indicated a significant correlation with team effectiveness, and collaboration (p=0.054, r=0.173), which indicated insignificant correlation. Five sets of recommendations are proposed, including strengthening the collaboration and upgrading network's activities, increasing communication to minimize misunderstanding among members, managing the perception by activating a sense of ownership, co-creating the alumni network by embracing the entrepreneurial of the voluntary network, and investing in a full-time post who orchestrates on-going activities of the EGG alumni network
An influence of advertising on consumer-based brand loyalty: a case study on a sports shoe brand in Bhopal India
(Assumption University Press, 2021) Bisen, Ayush; Chompu Nuangjamnong
This study examines the factors that influence advertising on consumer-based brand loyalty focused on a sports shoe brand in Bhopal India which pointed to the advertisement, brand loyalty, brand trust, and perceived quality. The researcher carried out the analysis based on a quantitative approach and applied non-probability sampling as the convenience sampling technique. A total of 400 respondents who experienced the perception of advertising for searching information about sports shoe products were invited to participate in this study. The descriptive statistic was used as frequency and percentile to explain demographic profile meanwhile inferential statistic was used both simple linear regression (SLR) and multiple linear regression (MLR) to explain the causal relationship between advertising, perceived quality, brand trust, and brand loyalty in sportswear products. The results on simple linear regression exposed that advertising has a significant influence on brand trust and perceived quality, while perceived quality has also a significant influence on brand trust and brand loyalty which all the p-value have less than .05. The results on multiple linear regression discovered that brand trust and perceived quality have a significant influence on brand loyalty as p-value has less than .05 as well.
The factors affecting consumer traits, online marketing tools in impulsive buying behavior of online fashion stores, Bangkok Thailand
(Assumption University Press, 2021) Matee Sritanakorn; Chompu Nuangjamnong
The purpose of this study is to identify the factors affecting consumer traits, online marketing tools in the impulsive buying behavior of online fashion stores in Bangkok, Thailand. In this study, the researchers aim to determine which factors will be the most effect on ideal self-congruence, fashion consciousness, positive emotion, materialism, product attributes, online platform quality, and online sales promotion toward impulsive buying in the market platform of online fashion. A total of 400 participants, which contain specific characteristics such as experiencing participating fashion online platform, aging over 18 years old, and multinationalism who live in Bangkok was used as target population. Both descriptive statistics and inferential statistics were used in data analysis such as frequency, percentage, mean, standard deviation (S.D.), and multiple linear regression (MLR) to describe demographic profile and the causal relationship between variables. In this study, results revealed that ideal self-congruence, fashion consciousness, materialism, product attributes, online platform quality, and online sales promotion have a positive significant effect on impulsive buying at a p-value less than .05, meanwhile, the positive emotion has failed to support the null hypothesis. This hypothesis testing applied that there has no significant effect on impulsive buying in online fashion stores in Bangkokian.

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