Research Reports

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    Determinants and Impacts of Internet Addiction on Well-being and Educational Adjustment of University Students
    (Assumption University, 2017-07-18) Varma, Parvathy ; Polthep Poonpol ; Uree Cheasakul
    The present research aimed to investigate the determinants and impacts on internet addiction on wellbeing and educational adjustment of Thai University students. The major purposes of this current study were (1) to establish the psychometric properties of the Thai translated questionnaires of parenting styles, self-regulation, educational adjustment and psychological well being in Thai settings; (2) to investigate the direct and indirect influences of parenting styles (authoritarian, authoritative and permissive )on educational adjustment and psychological well-being mediated by self-regulation and internet addiction among university students in Thailand; (3) To examine the influence of parenting styles (authoritarian, authoritative and permissive) on self-regulation among University students in Thailand; and (4) to examine if parenting styles (authoritarian, authoritative and permissive) influences the tendency of internet addiction among University students. Self-Regulation Questionnaire (SRQ), the Internet Addiction Scale (IA T), the Parental Authority Questionnaire (P AQ), Educational adjustment Scale (EAS)and the Satisfaction with Life Scale were the instruments used to collect data from 794 university students from 10 universities in Thailand. The results of the study indicated a direct positive relationship between authoritarian parenting style and life satisfaction and educational adjustment. Permissive parenting style also has a positive relation on educational adjustment. The result also indicates an indirect relationship parenting styles on education adjustment mediated by self-regulation and Internet addiction. The more positive parenting the students experience, that is the more authoritative their parents are, better are their self- regulatory skills and better are their educational adjustment; similarly the more authoritative the parents are lower were their addiction to Internet and better were their educational adjustment. The general parenting styles used are more authoritarian m Thai setting and students were experiencing higher life satisfaction with this style.
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    Roles of Employer Brand Trust and Brand Value on Employer Attractiveness and Job Selection of the Prospective Job Applicants
    (Assumption University, 2017-04) Nucharee Supatn
    To compete in nowadays business environment, one focus that an organization should not overlook is the quality of the employees since it undoubtedly influences the organizational performance and leads to organizational success. The effectiveness of the Job employment process has been issued in the human resource field for decades. "Employer branding" is a human resource strategic tool that the organization can use to obtain the talented and skillful employees who fit well with the organization and its requirements while "employer attractiveness" extended from the employer branding has been also emphasized. Brand trust, brand image, brand sincerity, brand competence, and brand affects are emphasized in this study since they would lead to the perceived value of the brand of the employer firm. The job seekers would perceive a firm as attractive if they receive positive information from the firm and perceive the firm as high fit with them. Consequently, applying a job at that particular firm could be expected. The question, "How does the employer branding affect the employer's brand value, employer attractiveness, and job selection of the prospective job applicants?" was proposed in this research. The methodology used in this research can be categorized into two parts, development of employer attractiveness scale and examining the relationship between employer branding, employer brand value and intention of the job seekers to apply for the job at the attractive firm. The 30-item measurement scale for employer attractiveness was obtained from the first part. The questionnaire survey was conducted with 1,128 job seekers who were the last year students of three universities. Five industries of the firms that the job seekers would like to work with were focused. Structural equation modeling with multiple group analysis together with one way ANOV A and independent sample t-test were adopted to test the research framework and related hypotheses. The results indicated the significant relationship between all employer branding constructs and employer brand value except brand competence. The significant relationship between brand competence, brand affect, and brand trust and employer attractiveness were also found. Employer brand value was significantly related to employer attractiveness and but not significantly related to intention to apply for the job. Significant relationship between employer attractiveness and intention to apply for the job at their favorite firms was shown. Significant differences of some constructs between gender and among job applicants who had different GP A and different favorite firms were found. Moreover, the difference of the SEM models of the job applicants who would like to work in different industries was found.
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    (Assumption University, 2015-09) D'Souza, June B.
    Salutogenic constructs like self monitoring and locus of control are deemed important because relationship to well-being With the onset of globalization people life styles and work environments have changed ler;iding to more stressful conditions at work and in the long run a break down in daily functioning. The present multilevel study investigated if, burnout which is a pathogenic construct can be impacted by personality traits like self-monitoring, locus of control and utilization of different leadership styles in different organizations in Bangkok, Thailand. A sample size of 400 employees in executive and administrative positions was selected randomly, from different organizations. The data was tested using quantitative methods of descriptive and inferential analyses. The Structural equation modeling tested, hypotheses 1,2,3,4 and 7. The t-test was used for hypotheses Sand 6. Hypothesis] was partly supported by the data and indicated that higher the self monitoring the lower the depersonalization. Hypothesis2 was partly supported by the data and indicated that when a leader is transformational lower levels of emotional exhaustion and depersonalization are experienced. Hypothesis3 was partly supported by the data and indicated that when a leader is transactional the higher will be his personal accomplishment. Hypothesis 4 is fully supported by the data since locus of control moderates the relationship between transformational leadership and depersonalization. Hypothesis 5 is partly supported by the data and even though, personal accomplishment was not different in external and internal locus of control employees, employees with internal of control surely experience less burnout overall. Hypothesis 6 is not supported by the data since no differences were found in personal accomplishment between internal and external locus of control as well as in the differences of locus of control and self monitoring levels of employees who work in management and administrative/operating levels. Finally, Hypothesis 7 was partly supported by the data since employees who displayed transformational leadership styles in management position had higher levels of depersonalization dimension of burnout. This study can be extended to other cultures and the knowledge gained can be used to provide managers and administrators with an idea of what could elevate their burnout levels and suggestions for alleviating burnout levels can be implemented.
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    The Moderating Roles of Organizational Learning and Strategic Flexibility on Marketing Strategic Change and Business Performance: Evidence from Firms in Thailand
    (Assumption University, 2016-01) Amonrat Thoumrungroje
    Owing to the inconclusive results of prior studies on the strategic change-firm performance relationship, this paper extends the marketing strategy literature by specifically investigating the marketing strategic change phenomenon in a non-Western emerging economy. An emerging market context is of particular interest given that little is known about it while generating half of global GDP based on the IMF's World Economic Outlook in 2014. Unconventional to the existing stream of research, an 'inverted U-shaped' relationship is postulated with a moderating role of 'organizational learning '. A self-administered survey was employed to collect data from different SBUs of 550 firms operating in Thailand. Factor analyses were used to validate the scales while linear- and quadratic regressions, and analysis of covariance were used to analyze data and test hypotheses. This study suggests that organizational learning plays a crucial part in clarifying the association between marketing strategic change and performance. The results also imply that the relationship could be context-specific since some of the findings from Thailand-as an Asian emerging economy-are inconsistent with the theory. The study also reveals that the relationship is inverted U-shape among smaller and older firms whose learning is relatively weak while it is positive and linear among firms with stronger organizational learning. Hence, firm age and size provide an insightful explanation that extends the traditional research stream and mixed research findings in the past. This study extends international marketing strategy literature by empirically testing the hypotheses in an emerging Asian economy. Although some findings are counter-intuitive, they provide insights that further our theoretical understanding about marketing strategic change to both researchers and managers. The research also proposes a non-linear relationship between marketing strategic change and firm performance as well as introduces a moderating role of organizational learning. The findings from this study reveal that the frequency of marketing strategic changes may not always have a positive impact on firm performance due to the level of organizational learning the firms established. Such level of organizational learning also varies based on firm age and size. Therefore, managers need to take into account these firm characteristics before implementing an appropriate number of marketing strategic changes in order to maximize the firm performance. Specifically, how often the firm should add/divest new products and/or new product lines, launch new products to new customers, extent current products to new customers, and add/remove services depends on the firm 's level of learning. When a firm is relatively smaller and older, very frequent and infrequent marketing strategic changes are harmfitl to firm performance because of its relatively weaker learning. Younger and newer firms normally establish higher learning level; therefore, frequent marketing strategic changes tend to improve performance. Keywords: Organizational change, Organization