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    Exploratory and explanatory sequential mixed method towards repurchase intention of second-hand toys for collecting from Annpatinya Thammatiwat’s Facebook 

    Pattanawadee Chokhengtrakoon; Chittipa Ngamkroeckjoti (2018-05)

    This study focuses on the relationship between customers experience, trust, and repurchase intention of Annpatinya Thammatiwat’ Facebook. Three sub-variables of customer experiences comprise store offering, customer service, and fulfillment reliability. The questionnaire was 100% distributed online. Purposive and convenience sampling methods were applied. Approximately 20% of population from Annpatinya Thammatiwat’s Facebook visitors responded as our sample. This study applies mixed method both exploratory and explanatory sequential design. ...
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    Sequential exploratory design of factors affecting FMVAs viewers’ response 

    Puripat Trichob; Chittipa Ngamkroeckjoti (2018-05)

    The research aims to examine the effect between the suspect variables which are Facebook Mid-roll Video Advertisements (FMVAs) Value, Perceived Intrusiveness, FMVAs Attitude, Word-of-Mouth (WOM) Intention, and FMVAs Viewers’ Response. The researchers developed questionnaire survey via Google Form (100% online survey) to collect 200 respondents in Bangkok, Thailand. Moreover, the researcher utilized SAS Enterprise license 12400609 to implement and analyze the data. The research methodology is Multiple Linear Regression to analyze the data and te...
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    Determinant factors towards brand loyalty: a case study of Apple’s iPhone among Bangkok’s university students 

    Jaiswal, Rishabh; Chitipa Ngamkroeckjoti (2018)

    The purpose of this research is to find out Bangkok’s university students’ loyalty towards the Apple iPhones. Both exploratory and explanatory mixed method by Creswell (2014) has been applied in this study. Firstly, two rounds of interviewing stage comprising thirteen and another eleven interviewees. This study found and confirmed validity of major dependent and independent variables used to recreate conceptual framework in the quantitative methodology. Very satisfactory level of reliability has been confirmed with 30 respondents of pre-test...
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    A reflection of mid-roll you tube advertising effectiveness (MYAe): a case study in Thailand 

    Thanonchakorn Kongsagoonwong; Chittipa Ngamkroeckjoti (2018)

    The article summarizes Mid-roll YouTube Advertising effectiveness theories. The objective of this research is to form an understanding regarding the factors that affect Mid-roll YouTube Advertising effectiveness. This study focuses on Audience's Attention, Audiences ‘attitudes towards Mid-roll YouTube advertising which includes, credibility, entertainment and the quality of information, and Perceived Intrusiveness. Moreover, SAS Enterprise is used to analyze the data. The research methodology copes with Pearson Product-Moment Correlation to an...
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    The factors influencing parents' intention to send children aged between 8-18 years old to study in UK boarding schools 

    Pimpornravee Fongkasira; Nathaya Pupat (Assumption University Press, 2018-12)

    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 previ...
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    An investigation of the factors influencing consumers of different generation's behavioral intention towards franchised Japanese restaurants in Bangkok, Thailand 

    Waratchaya Tanasapsakul; Rawin Vongurai (Assumption University Press, 2018-12)

    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, fo...
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    User satisfaction with learning management system (LMS): a case of Assumption University 

    Siriwan Kitcharoen (Assumption University Press, 2018-12)

    As times are changing. Technology integration becomes challenging and also progressively harder to replace. This bring changes to teachers’ instructional roles in the classroom. Rather than using technology for its sake, the university can develop a vision of how technology can improve teaching and learning. eLearning can be used to promote the professional development opportunities, it is offering possibilities of convenience, accessibility, and personalization. With technology becoming more affordable, it’s really no surprise that eLear...
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    Factors influencing generation Y's online purchase intention toward XYZ online store in Thailand 

    Tuangporn Kongprapunt; Nathaya Pupat (Assumption University Press, 2018-12)

    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...
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    An examination of the relationships between self-perceptions, conspicuous consumption, and saving behavior 

    Charnsid Leelakasemsant; Chanon Toliang; Pattana Boonchoo (Assumption University Press, 2018-12)

    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 find...
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    How much is enough?: constraints of population, temperature rise, politics and economics: a concept paper 

    Barnes, John; Jordan, Fiona (Assumption University Press, 2018-12)

    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 Th...
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    A Study of Factors Affecting Purchase Intention on Mobile Shopping Towards Tmall.com of University Students in Kunming, China 

    Zhang, Yan; Sirion Chaipoopirutana (2015-08)

    This study aims to examine critical determinants (perceived enjoyment, perceived ease of use, social influence, trust, perceived cost, perceived enjoyment, and personality variables in terms of innovativeness, affinity, and compatibility) of Chinese university students’ intentions to use mobile shopping services toward Tmall.com, the largest B2C website in China. The researcher surveyed 450 respondents from university students in Kunming city, China. The data was analyzed by simple linear regression and multiple linear regressio...
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    A study of Factors Affecting Customer’s Revisit Intention and Repurchase Intention towards Jingdong’s online shopping in Nanjing, China 

    Zhang, Yue; Sirion Chaipoopirutana (2015-08)

    The propose of this study is to examine the effects of trust, customer satisfaction and attitude towards the website on customers’ revisit intentions and repurchase intentions towards Jingdong’s online shopping. The research model was tested with data from 420 of Jingdong’s customers in Nanjing, China. The author tested the hypotheses through simple regression analysis and multiple regression analysis based on the survey. Data were collected using convenience approach. Data collected from 420 valid respondents provided support f...
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    A Study on Myanmar Tourists’ Loyalty Based on Thailand as a Destination Brand 

    Lun, Nang; Batra, Adarsh (2016-06)

    This study aims to investigate Myanmar tourists’ loyalty toward Thailand as a destination brand by testing the relationships of brand loyalty with brand awareness, brand image, brand quality, and brand value. This study is based on non-probability convenience and judgment sampling with 384 respondents of Myanmar tourists who have visited Thailand during October and November 2015. The questionnaires were distributed at the air ticket check-in areas of Suvarnabhumi and Don Mueng International airports in Bangkok. The data were analyzed by...
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    Stakeholders’ Perspective: Impacts of Film-Induced Tourism in Sagada, Philippines 

    Aquines, Hermae; Batra, Adarsh (2016-05)

    Films have now become one of the influences for an individual to travel film location sites. Researchers looking at this phenomenon called ‘film-induced tourism’ have identified a range of economic benefits, but other aspects possess potentially negative attributes. This study focuses on the Filipino film, “That Thing Called Tadhana” recorded in Sagada, Philippines. Few months after showing, there was a rapid increase in tourist arrivals in Sagada. However, drastic changes in its environment became more apparent. Since impacts of tour...
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    Impact of the Exchange Rate Movement to Individual Stock Return Volatility: A Case Study of the Property Sector in Thailand 

    Booranij Kijjanukij; Witsaroot Pariyaprasert; Panjamaporn Sethjinda (2016-06)

    As professional investors attempt to understand volatility of the stocks in portfolio risk management, exchange rate is considered as one of the most important economic indicators that can significantly impact on the portfolio risk exposure by several reasons. Therefore, this study investigates the effect of major exchange rate volatilities including THB/USD, THB/EUR, and THB/JPY on single stock return fluctuations with a case study of top 10 most value traded stocks in property sector listed in the Stock Exchange of Thailand. These ...
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    Internal Factors Determining the Leverage of Non-financial Companies in Vietnam 

    Duc, Le Quang; Witsaroot Pariyaprasert (2016-06)

    Vietnam is a developing country and currently providing huge opportunities for foreign investors who can understand the market. After joining World Trade Organization, Vietnam is following the commitment by gradually opening up the previous restricted industries and sectors. The Vietnam economy is expected to have a boom on new opening up business in 2016 due to the allowance of foreign ownership up to 100% (before was 49% maximum). The objective of this research is to study the internal factors that will affect leverage of the non...
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