Recent Submissions

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    The internet and life long learning (LLL)-a new revolution 

    Santithorn Banchua; Nagi, Kuldeep (2018)

    Global expansion of Information and Communication Technology (ICT) has changed the way we create and consume information. As of December 2017, fifty percent of the users of the Internet reside in Asia. Besides collaborating on common interests people are forming virtual on-line communities and utilizing Social Networks to share knowledge and their life experiences. Although the rate of change in terms of usage of technology in education has been slow but the rise of Social Networks such as Facebook, Twitter, LinkedIn, Instagram and YouTube...
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    An analysis of quality assurance in elearning: course management level 

    Naree Achwarin (2018)

    The purpose of the study was to examine concepts and principles of quality assurance in eLearning for course management level. The author reviewed, and analyzed the existing literatures, researches and case studies, particularly emphasized on quality assurance in eLearning process that relevant to the course management system, especially in course production process and delivery of eLearning. This study highlights an important view of the application of quality assurance concepts and principle through eLearning at course management level. ...
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    Factors influencing online purchase intention 

    Thanawan Phongsatha; Vivittawin Jirawoottirote (2018)

    : Nowadays, the popularity of the Internet usage is growing in all businesses, shopping is not excluded. People have changed the way they shop from off line to online. As such, consumer behavior should be explored since the technology especially the Internet has become the mainstream of people lives. Therefore, the research was aimed to determine whether Perceived Usefulness (PU), Perceived Ease Of Use (PEOU), and Perceived Risks (PR) has influenced online purchase intention of customers. These three factors were considered when people wou...
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    Factors relating to turnover intention of medical sales representatives of BDSH Thailand Ltd. 

    Piyathida Praditbatuga; Oranich Phakcharoen (2018)

    This research aims to study whether job satisfaction in terms of Pay, Promotion, Supervision, Fringe Benefits, Contingent Rewards, Operating Conditions, Coworkers, Nature of Work, and Communication has a relationship with turnover intention of medical sales representatives in BDSH Thailand Ltd. The questionnaire was used as a research instrument to collect data. The data was collected from all 230 medical sales representatives in BDSH Thailand Ltd. Pearson’s correlation analysis was used to test the research hypotheses. The results of this...
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    Factors influencing consumer purchase intention towards imported bedding brands 

    Piyathida Praditbatuga; Nichapa Thirakomen (2018)

    The objective of this study was to determine the factors that influence consumer purchase intention towards imported bedding brands in Thailand, based on the Theory of Reasoned Action model (Fishbein & Ajzen, 1975). Data was collected via questionnaires applying the convenience sampling technique to select respondents. One hundred and eighty sets of questionnaires were distributed to customers in department stores in Bangkok once the reliability and validity of the instrument were established. A total of 140 sets out of the 180 sets were c...
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    The approach of teaching ear training for university student: in a case of private international university in Thailand 

    Sit Kesjamras (2018)

    The study presents a brief summary for the approach in teaching ear training for university student. The study reveals methodology and steps in teaching ear training for student who have different level of musical experience, knowledge, and background. The study also mentions other approaches in which ear training are taught outside the university and why other approaches are not taught in the case of private international university in Thailand.
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    A Survey of Technologies and Trends for On-line Communication, Teaching and Learning 

    Nagi, Kuldeep (Digital Production Press, Assumption University, 2015)

    With so many technologies available today to help support and promote an institution’s campus culture, students and instructors feel overwhelmed with what they should use for enhancing communication. Trends like “Facebook”, “Twitter” “Google +”, “Skype”, You-Tube” and “Line” are making the rounds in education, but what do these trends means for instructors and students, and how are they affecting teaching and learning practices and communication? For example, if smart devices and applications are popular among students, which ones a...
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    CONSUMER INTENTION TO PURCHASE AFTER EXPOSURE TO ADVERTISEMENT- A CASE STUDY OF THAI CONSUMERS IN BANGKOK 

    Natthawut Chartpathomrak (Digital Production Press, Assumption University, 2017)

    Advertising is a social form of communication that conveys the cultural values of a given society in such a way that the audience finds similarity between themselves and the cultural norms, values, and attitudes presented in the advertisements. Advertising is used for promoting commercial products and services. This study shows the impact of advertising toward customer purchase intention that is affected by various independent variables.
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    THE EFFECT OF ADVERTISING ON BTS SKYTRAIN TOWARDS PURCHASING INTENTION 

    Nunthita Prongsirikul (Digital Production Press, Assumption University, 2017)

    BTS Skytrain was known as a rapid transit system in Bangkok, the capital city of Thailand. There is an advertising establish in the Skytrain and in the station’s area. With an expansion and development of the BTS Skytrain for the highest used, most of the areas belong to BTS were used for advertisement purpose as there is people using BTS Skytrain more than 500,000 people per day. It can guarantee that the advertising shown in BTS Skytrain area will attract large amount of people. This study investigated that among three types of tran...
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    THE IMPACT OF REMODELING BRANCH BANKING FOR A CASE STUDY OF THAI MILITARY BANK (TMB) TOWARD CUSTOMER ENGAGEMENT 

    Ponlakorn Supamongkoldee (Digital Production Press, Assumption University, 2017)

    As a trend of digital technology have grown rapidly in Thailand and it will be integrate to all industry in future include banking industry with customer centricity concept. Commercial bank’s branch in Thailand was consider as first issue that was impact by this challenge on retail banking environment (sales and service experience), convenience of terminal and efficiency for providing services. Moreover, behavioral of customer to visit the branch was changing toward a digital channel, while the physical channel is require for custom...
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    ADOPTABILITY of IoTs IN THAILAND HEALTH CARE 

    Nophawan Kritsavong (Digital Production Press, Assumption University, 2017)

    Since Technology is driving changes in everyone life around the globe, It affects most of the aspects of our daily life. Health is one of the important things that everyone concern and cannot avoid being involved with. The initiative idea of the thesis is to find out the possibility that technology can bring and offer to Thailand health care system in both public and private sectors. The development of technology in Thailand’s Health Care depends on various factors such as ICT (Information and Communication Technologies) infrastructur...
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    THE STUDY OF FACTORS AFFECTING INTENTIONS TO USE CAR SHARING SERVICES IN THAILAND 

    Direk Tayakee (Digital Production Press, Assumption University, 2017)

    This research is conducted to explore the factors affecting intentions to use car- sharing service in Thailand. There are six hypotheses and seven variables which are perceived quality, emotional value, consumer uncertainty, product image, consumer aspiration, attitude towards service, and intention to use. The primary data were gathered from 100 respondents who are living in Thailand and have experienced in carpooling service before at least one time. The questionnaires were distributed online through social networks. The five-point...
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    THE IMPACT OF PERCEIVED SERVICE QUALITY, CUSTOMER SATISFACTION ON CUSTOMER LOYALTY OF MEDINBOX 

    Wang, Lanyifan (Digital Production Press, Assumption University, 2017)

    The following study of this paper is to examine the impact of perceived service quality, customer satisfaction on customer loyalty of Medinbox with the 103 numbers of valid respondents. This study discusses the importance customer Perceived Service Quality which influence Customer Overall Satisfaction, Customer Loyalty in a long-term. The results stated that Perceived Service Quality, Customer Overall Satisfaction, and Customer Loyalty are significantly related to each other. Recommendations are for managers of Medinbox to understan...
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    E-BUSINESS: GROWTH AND TRENDS IN THAILAND 

    John, Varughese K.; Nithiphong Vikitset; Duangta Duangekanog; Asawin Wichayachakorn (Digital Production Press, Assumption University, 2017)

    The era of e-business has changed the old economic relationship among producers, traders and consumers and the new economic relationship is called extended or integrated relationship. In this context this article has made an enquiry about the growth of e-business in Thailand. The change in technologies has a great impact on the old business models especially in the areas of strategies and customer engagement of business. The platform for changes in e-business is the internet, social media and mobile technology. Majority of the peopl...
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    ELEARNING TEACHERS’ AND STUDENTS’ PERCEPTION TOWARD LIVE-VIDEO CONFERENCE IN AN ELEARNING ENVIRONMENT 

    Satha Phongsatha; Athipat Cleesuntorn (Digital Production Press, Assumption University, 2017)

    In an online learning environment, the majority of teaching and learning are conducted asynchronous communication methods. The tools such as the learning management system, web forum, social media, e-mail, and others are example of such tools. In order to ensure that students can access to the instructors as well as classmates as in traditional learning method, a synchronous communication means should be included as part of teaching and learning. In modern digital technology, examples of services and softwares that allow people to ...
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    INVESTIGATING VIRTUAL INSTRUCTOR ROLES AND ONLINE TEACHING EXPERIENCE: A PROGRAM LEVEL CASE STUDY 

    Naree Achwarin; Brahmakasikara, Laura M.; Athipat Cleesuntorn (Digital Production Press, Assumption University, 2017)

    Delivery of distance education via internet based technology to make learning interactive and collaborative has become increasingly accepted in education nationwide and worldwide. New technologies provide the opportunity and challenge teachers to perform virtual instructor roles. This research study reflected on the virtual instructor roles and online teaching experiences towards eLearning delivery mode. The objective of the study was to explore the virtual instructor roles and online teaching experiences at program level at Graduate ...
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    DIMENSIONS OF PATERNALISTIC LEADERSHIP AND EMPLOYEE OUTCOMES IN SMALL THAI FIRMS 

    Duangta Duangekanong; Somsit Duangekanong; John, Varughese K.; Asawin Wichayachakorn; Nithiphong Vikitset (Digital Production Press, Assumption University, 2017)

    The purpose of this study is to examine the effect of paternalistic leadership dimensions (authoritarian, benevolent, and moral) on employee outcomes in small Thai firms. Outcomes examined include two intermediate outcomes (organizational commitment and job satisfaction) and one further outcome, resulting from organizational commitment and job satisfaction, which was self-reported in-role job performance. Paternalistic leadership was studied because of its cultural consonance in Thailand and its status as a frequently observed leaders...
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    DETERMINANTS OF QUALITY IN HIGHER EDUCATION: FACULTY PERSPECTIVE 

    Brahmakasikara, Laura; Naree Achwarin; Satha Phongsatha (Digital Production Press, Assumption University, 2017)

    There has been a debate amongst academicians as to what quality means in higher education. Quality means differently in each country depending on the context, political context, rules and regulations as what constitute quality since quality assurance practices vary from country to country as well as quality assurance requirements. Due to these discrepancies, this paper mainly focuses on key players the authors perceive as determinants of quality in higher education and their roles in pursuing continuous quality in the provision of e...
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    THE GLOBAL COMPETITIVENESS OF THAILAND: AN ANALYSIS OF THE ASEAN COMMUNITY 

    John, Varughese K.; Duangta Duangekanog; Asawin Wichayachakorn; Nithiphong Vikitset (Digital Production Press, Assumption University, 2017)

    The current rate of technological expansion and the globalization of markets have made countries to be more competitive for their economic growth and prosperity. The Global Competitiveness Index (GCI) is a measure computed by the World Economic Forum every year since 1979 on the basis of 12 pillars of economic and human growth indicators. 138 world countries are included in the GCI 2016-17 and these countries accounts for 98% of the world GDP. Thailand is the third major economy among the ASEAN community and it is classified as ‘Ef...
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    BARRIERS TO TECHNOLOGY INTEGRATION FOR TEACHERS IN THAI- CURRICULUM SCHOOLS 

    Wachirawut Bobby Veerathanongdech (Digital Production Press, Assumption University, 2018)

    Education reform with technology use has been in the works since the 1997 Constitution of Thailand, but Thai student achievement has not improved overall. This research investigates any influence of Technology Integration barriers that are external and internal to the teacher, on their intention to integrate technology in the classroom. 105 teachers of Thai- curriculum schools were sampled, and their data was collected by Technology Integration Barrier Survey (TIBS). Multiple Linear Regression was used to find relationships between ...
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