AU GSB: Vol. 15, No. 1 (June 2022)
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ItemThe influence of digital social responsibility on brand preference, brand admiration, and purchase intention: a cross-nation study(Bangkok : Assumption University Press, 2022)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.
ItemRefining employee turnover intention through organization development interventions: an action research on water filtration enterprise in Bangkok(Bangkok : Assumption University Press, 2022)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).
ItemThe 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)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.
ItemFactors impacting online learning usage during Covid-19 pandemic among sophomores in Sichuan Private Universities(Bangkok : Assumption University Press, 2022)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.
ItemFactors affecting satisfaction and trust of art students in senior high schools in Chengdu(Bangkok : Assumption University Press, 2022)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.