Recent Submissions

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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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    The products' factors affecting purchase intention: a case study of condominium in Bangkok, Thailand 

    Thaninrath Wonggotwarin; Kim, Seongdok (Assumption University Press, 2017)

    The objective of research is to examine the effect of product’s factors which are product quality, service quality, brand image, and product design of condominium toward purchase intention of condominiums in Bangkok. In Thailand, due to the popularity of condominiums, the expansion of investment on this market has continually grown year by year and the condominium market has become highly competitive. This current research is significant in that it would help condominium developers know about what kind of condominiums preferred by potential buy...
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    Succession planning in family firms in Thailand: a gender-based analysis 

    Duangta Duangekanong; Somsit Duangekanong (Assumption University Press, 2017)

    This research examined succession planning in family firms in Thailand, with an objective of determining whether predecessor (firm leader) gender made a difference in the comprehensiveness or perceived success of the succession process. A questionnaire was distributed to Bangkok-area business owners of family firms that had gone through a leadership transition (n = 254), including 168 male-led firms and 86 female-led firms. Analysis was conducted using structural equation modeling (SEM). Results showed that the firm owner’s age, firm size and o...
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    The factors impact attitude toward using and customer satisfaction with elderly health care mobile application services: a case study of people in Bangkok metropolitan, Thailand 

    Hathairat Didyasarin; Rawin Vongurai; Sutthhisak Inthawadee (Assumption University Press, 2017)

    Nowadays, Thailand is turning to aging society with the older population increasing than past. Mostly, older people have mental and physical health problems. Consequently, elderly health care is more important and necessary in the society. Currently, technology has continuously grown especially mobile applications that allow people to get involved with more activities. Applying elderly health care as mobile application service instead of traditional service is a new type of product and new trend in Thailand. This research analyzes the factors h...
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    Out with the old-perception and in with the new-five senses research in tourism and hospitality studies 

    Barnes, John (Assumption University Press, 2017)

    The word perception commonly appears in the titles of tourism academic journals, master’s theses and doctoral dissertations title when In fact, what is often measured is opinion, attitude, preference or impact. I suggest that this mis-representation should cease. Others may agree, because the term five senses research has begun to replace the word perception in the titles of some academic journal papers. This is especially so in the broader marketing context, but less so among tourism and hospitality titles. This outline study suggests applicat...
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    Thai hotel classification: a cluster analysis based on entrepreneurial marketing characteristics 

    Charnsid Leelakasemsant; Pattana Boonchoo (Assumption University Press, 2017)

    This paper seeks to explore whether there is any meaningful clusters of Thai hotels based on entrepreneurial marketing variables and the demographic characteristics of hotels and their managers. Exploratory two-step cluster analysis was adopted since it can deal with both categorical and continuous data simultaneously. The analysis resulted in nine clusters, each with its own unique characteristics. The findings indicated that three major characteristics of hotel and hotel managers —hotel size, gender, and types of manager (owner vs. non-owner)...
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    An influence of e-Wom and a moderating role of brand attitude on IT product purchase intention in Bangkok, Thailand 

    Nattaphon Pakapatpornpob; Rawin Vongurai; Sutthisak Inthawadee (Assumption University Press, 2017)

    In the age of digitalization, it could not be ignored that electronic Word of Mouth as a part of electronic commerce may be consistent with competitive circumstances. This research paper aims to examine the behavioral intention of Bangkokian in perceiving and processing the information through online medias before purchasing IT products. It is convinced that the research finding could be a useful guidance in the age when digitalization. 398 Bangkokians, capable in reviewing other’s comments or reviews through online medias for the supportive in...
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    A study on purchase intention of a Thai automobile repair center 

    Vilawan Piriyasup; Seongdok Kim (Assumption University Press, 2017)

    With the continued growth of automobile sales in Thailand, the automobile repair industry has been intensified. The aim of this research is to study the factors that have impact on customer purchase intention of P automobile repair center in order to maintain more customers and generating better revenues. The variables included in the proposed framework were purchase intention (dependent variable) and brand awareness, convenience, perceived quality, and word of mouth (independent variable). In this current research, a quantitative approach usin...
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    An exploration of the transition of a startup enterprise in the shared accommodation business 

    Fernando, Maria Socorro (Marrisa) C. L. (Assumption University Press, 2017)

    The study is a qualitative research using interview data to determine the characteristics of the startup enterprise in the shared accommodation business. The data was analyzed using inter-coding analysis for qualitative study. The startup reveals characteristics typical of the organizations the creativity phase of Greiner’s organization growth were systems needs to be organized and leadership and management need to set up the strategic direction for the company including better operational management systems. The management and employees aspire...
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    An importance performance-performance analysis of African students' perception on enrolling at Thai Universities 

    Ngwira, Emmanuel Prince (Assumption University Press, 2017)

    This study focuses on African students’ perception on enrolling at Thai Universities using the Importance-Performance Analysis (IPA), so the objectives are set to describe the African students’ perception of their university experience upon studying in Thailand and identifying the extent to which these perceptions can lead to what Thai universities services for them. The reason behind the need to study on perception on enrolling at Thai Universities is that these universities are no exception when it comes to marketing on international studies ...
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    The influence of personality on tourist behaviors: the study of motivations, satisfaction, and loyalty 

    Issara Kaewumpai (Assumption University Press, 2017)

    This study aims to reveal the influence of tourist personality on key interrelated factors in the visitation process including tourist motivation, destination satisfaction, and destination loyalty, and to investigate the relationships among these factors. The sample population includes first-time American tourists who visited the three locations in Thailand. The study findings indicate that (1) Psychographic personality and Allocentric personality positively influence tourist motivation; (2) only the motivation of Psychographics and the motivat...
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    Behavioral intention of Bangkokians to adopt mobile payment services by type of users 

    Benjaporn Benjangjaru; Rawin Vongurai (Assumption University Press, 2018)

    Technology and Trend of mobile payment or cashless wallet have continuously grown and the potential to replace the traditional payment method is large. The purpose of this study is to understand the factors that impact customer behavioral intention to start using mobile payment service in the case of Thai people in Bangkok. Also, investigate the difference between 2 types of user as personal used user and business owner user toward the behavioral intention to adopt mobile payment services. A conceptual model in this study was developed based on...
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    Development of an eLearning model in SMEs management skills for Thai food clusters 

    Patarakit Phisarnchananan; Pornpop Saengthong; Chitapa Ketavan (Assumption University Press, 2018)

    The main objective of the study was to develop a web-based learning model in Small and Medium Enterprises (SMEs) management skills for Thai Food Clusters called MONARCHIST model. The model was conducted based on the needs of learners and experts’ recommendations by using Learning Management System (LMS) to facilitate an online course. The efficiency of the eLearning model developed was analyzed as well as the satisfaction of the Thai Food Industrial entrepreneurs towards the LMS. This study assesses the utility of mixed methods designs that int...
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    Factors affecting brand loyalty to cosmetics product: a case study of Thai consumers in Bangkok 

    Kanokwan Kitrungpaiboon; Kim, Seongdok (Assumption University Press, 2016)

    This research aims to investigate factors affecting brand loyalty to cosmetics products of Thai consumers in the Bangkok area. After reviewing related literature, four independent variables were selected in this research; word-of-mouth, perceived value, convenience, and satisfaction on product. To measure the constructs of the research instrument, a survey questionnaire was administered and data were collected from sample of 384 experienced cosmetics product purchasers in the Bangkok area, utilizing convenience sampling techniques. The signi...
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    A study of price-changed-to-dividend ratio on ex-dividend dates: the case study of stock exchange of Thailand in 2012-2014 

    Rapeepat Techakittiroj (Assumption University Press, 2016)

    Most of studies had a similar conclusion that the average stock prices on ex-dividend dates tend to be declined according to the corresponding amount of dividend even though it is the Book Value, BV, which is declined by the amount of dividend. As many stock traders did not achieve their results based on this conclusion, the research methodology was repeated to assert the myth. Because none of researches were based on data from the Stock Exchange of Thailand. the research methodology was repeated, only on cash dividends, for years of 2012-20...
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