AU GSB: Vol. 11, No. 2 (December 2018)

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Now showing 1 - 5 of 6
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    Factors influencing generation Y's online purchase intention toward XYZ online store in Thailand
    (Assumption University Press, 2018-12) Tuangporn Kongprapunt ; Nathaya Pupat
    Electronic commerce is an essential tool and increasing growth in businesses, most of businesses run their operations via an online. Online purchasing is a part of human life as a providing more conveniences and efficiencies of a vendor and a consumer when people compare to traditional purchasing. For generation Y has the high commitment in various channels of purchasing and this generation perceived online shopping was more sage and capable. This study aimed to determine factors influencing generation Y’s online purchase intention toward XYZ online store in Thailand. The researcher collected 400 questionnaires, all questionnaires were distributed in Thailand via Google form to respondents who are intended to online purchase via XYZ online store in past 3 months and generation Y who ages between 18-38 years old in 2018. The results of hypotheses testing showed that generation Y considers quality, brand image, convenience, promotion and trust had a significant influence to online purchase intention. Moreover, the result presented that trust has the strongest significant influencing on online purchase intention. All variables are referred to XYZ Online Store’s website including application.
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    An examination of the relationships between self-perceptions, conspicuous consumption, and saving behavior
    (Assumption University Press, 2018-12) Charnsid Leelakasemsant ; Chanon Toliang ; Pattana Boonchoo
    This paper seeks to examine (1) the effects of social status and the three major components of self-esteem, performance, appearance, and social self-esteem, on conspicuous consumption and (2) the impact of conspicuous consumption on saving behavior. The relationships substantiated in this study are based mainly on the perception-behavior linkage within the social psychology domain. The data used to analyze the proposed relationships in this study were collected through an on-line survey, with a final sample size of 268 consumers. The findings show that only social status and the social dimension of self-esteem significantly affect conspicuous consumption. Surprisingly, we found no relationship between conspicuous consumption and savings. The results are discussed, along with suggestions for future research.
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    How much is enough?: constraints of population, temperature rise, politics and economics: a concept paper
    (Assumption University Press, 2018-12) Barnes, John ; Jordan, Fiona
    How Much Is Enough? Can be thought of generally in terms of sustainability. This paper broadly adopts that approach but also mentions The Sufficiency Economy (SE) Thailand which is derived from Buddhist philosophy and which promotes the idea that we should open our mind and implement practices to the needs (not wants) of all people and that those needs be modest i.e. sufficient. Proponents of this sufficiency economy were EF Schumacher (1911- 1977) of the UK and King Bhumibol Adulyadejj (Rama 9 (reign from 05-05-1950 to 13-10- 2016) in Thailand. This concept paper considers major factors influencing the Sufficiency Economy worldwide (not only for Thailand) namely: population (whether it involves growth, stability or decline); changes to global climate; preferred political system/s; preferred economic system/s; preferred standard-of-living; employment opportunity.
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    The factors influencing parents' intention to send children aged between 8-18 years old to study in UK boarding schools
    (Assumption University Press, 2018-12) Pimpornravee Fongkasira ; Nathaya Pupat
    Children’s education is the most important decision for parents who would like to select the best school for their children. Therefore, parents are the most influential factor over their children’s education. Thailand currently faces with the problems in education. According to the report of 2016 World Economic Forum, the rank of Thailand’s education dropped from 86 to 90 in 2015. This study aims to investigate the factors influencing parents’ intention to send children to study abroad in UK boarding schools by using the factors from previous studies in different countries. The researchers used online and offline questionnaires to conduct the research on 389 respondents who are parents and have intention to send their children to study abroad. The limitation of this research is that it focuses only parents of children in a certain age group or children aged 8-18 years old living in Thailand. The finding suggested all four variables factors: Country Image, Personal Growth, Social Factor and Cost and Durations significantly influence parents’ intention to send children to study in UK Boarding schools. In conclusion, this paper found that Personal Growth is the most significant influence on parents’ intention to send their children to study in UK boarding schools.
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    An investigation of the factors influencing consumers of different generation's behavioral intention towards franchised Japanese restaurants in Bangkok, Thailand
    (Assumption University Press, 2018-12) Waratchaya Tanasapsakul ; Rawin Vongurai
    This research attempts to investigate the factors that impact consumer’s behavioral intention towards franchised Japanese restaurants in Bangkok as the number of franchised Japanese restaurants in Bangkok is decreasing which is different from the overall number of franchised Japanese restaurants in Thailand, and to examine the differences among three generational groups (Generation X, Generation Y and Generation Z). A conceptual model was developed based on previous studies that include quality of physical environment, service quality, food quality, customer perceived value and customer satisfaction to explain consumer’s behavioral intention. The questionnaire was distributed to 402 respondents by convenience, quota and judgment sampling methods. The statistical techniques used in this study are Multiple Linear Regression (MLR) and One-Way ANOVA. The findings reveal factors impacting behavioral intention towards franchised Japanese restaurants in Bangkok, and the differences among three generational groups. The outcomes of this study indicate that different generations have different perspectives towards franchised Japanese restaurants in Bangkok, and variables in the conceptual framework are linked. Hence, the franchised Japanese restaurants in Bangkok should focus on the variables mentioned in this study, integrate this study to consider their target customers by identifying them according to their generations, or serve different generations differently.