Recent Submissions

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    The psychological contract and Graduate student advising 

    Poonpilas Asavisanu; Watana Viniwatanakhun (Assumption University Press, 2020)

    Changes in higher education in Thailand have necessitated that higher education institutions compete for funding and students. Thus, it has become imperative that universities find ways to stay viable. Trends are pointing to a need for higher education providers to expand their focus to different groups of students such as graduate students and the reskilling of older students. Although graduate students may make up a smaller portion of the student numbers, research into areas that address graduate studentexpect...
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    Factors impacting on online purchasing behaviour toward consumers in Bangkok, Thailand 

    Kitti Photikitti (Assumption University Press, 2020)

    This research aimed to analyzethe factors that affect online purchasing behavior of consumers who live in Bangkok, Thailand. The variables that have been used in this study framework were perceived risks, perceived advantages, hedonic motivations, trust and security, and website content. The questionnaire was conducted and selected from 407 respondents in Bangkok area only by using non-probability sampling method as convenience and snowball sampling. The main method used to apply for this research are multiple linear regressio...
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    Factors affecting purchase intention toward almond milk: a case study of Thai experienced and inexperienced consumers 

    Soonthorn Pibulcharoensit; Sutthisak Inthawadee; Wu, Yongqiang; Yang, Xiannong; Peng, Fangzhi; Feng, Engxu (Assumption University Press, 2020)

    The healthy trend has been grownrapidly in Thailandmarketsince a few years ago. There are many kindsof healthy products which provided to the consumers. Also,almond milk is one of a new face to themarket.The objective of study this research is to examinethe factor of affecting Thai people’spurchase intentiontoward almond milk. The researcher used an online and offline survey to develop and distributequestionnaires to the sample of theThai population. The target populations wereboth Thai people who ever purchased ...
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    Factors influencing customer attitude and behavioral intention towards consuming dietary supplements 

    Krisana Kitcharoen; Rawin Vongurai (Assumption University Press, 2020)

    The purpose of this study isto determine the key aspects that influence customer attitude towardsdietary supplement andtheirbehavioral intention to consume dietary supplements. The theory of planned behavior (TPB) is studied as thetheoretical framework for this study with small adjustment to derive theconceptual framework.The sample data (n=402) were collected through online questionnaire using google forms. The researcherused convenience sampling method to pick therespondents. The data were analyzed through Str...
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    Online marketing communication potential priorities for Chinese Gen X and Gen Y Purchasing Thailand Condominium 

    Chen, YuanYuan; Sutthisak Inthawadee; Lu, Leehsing; Sumontha Tonvongval; Jordan, Fiona; Swanson, Jason (Assumption University Press, 2020)

    The purpose of this study is to identify the aspects of online marketing communication potential priorities for Gen X and Gen Y Chinese purchasing Condominiums in Thailand. During covid-19, most of the companies try to find a way of online marketing communication potential priorities to attract potential clients. Online marketing communications are moving towards connections between individual users and customers, rather than being delivered to millions of consumers through a marketing...
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    Criticisms of Covid 19 versus the slow response of our leaders to global warming and depletion of the world's minerals with the response by leaders 

    Barnes, John (Assumption University Press, 2020)

    This research paper reviews a broad range of the literature on three topicsFirstly COVID 19 pandemic. Secondly on responses by or leaders to global warmingThirdly on depletion of the world’s mineral resources. In terms of research design each of these three topics utilizes a critique of a selection of classical and current published documentary research.From narrative and documentary research sources.The purpose of this research is to stimulate discussion and more importantly immediate action by all members of the community. The pape...
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    A model of digital piano training system to improve the comprehensive performance of pre-school education major sudents: a case study at a public university in Hunan, China 

    Changhan, Li; Athipat Cleesuntorn; Satha Phongsatha (Assumption University Press, 2020)

    The purpose of this study is to improve the digital piano comprehensive teaching level of students majoring in preschool education in Hunan province, China. This is a mixed method research, which includes both qualitative and quantitative data. The researcher conducted semi-structureinterviews with 8 digital piano group teachers, it is concluded that the digital piano group teachers seldom use the complete teaching system and effective technology to integrate into the actual teaching activities. The researcher then utilize...
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    A blended piano teaching model for non-piano music major students in Hunan city University 

    Zhu, Lu; Thanawan Phongsatha; Apichart Intravisit (Assumption University Press, 2020)

    The purpose of this quantitative research is to improve the piano performance skills of the non-piano major sophomore music students in Hunan City University. Based on the Morrison, Ross and Kemp Model (MRK), the researcher selected Sight-Reading, Scales and Arpeggios, Etude and Piano Piece as components of training and assessment to construct the Blended Piano Teaching Model (BPTM). The purposive sampling technique had been employed to select samples and divided into two groups; one was the experimental group with 15 soph...
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    Abnormal return on stock split-revisiting the evidence of Thailand during 2009-2018 

    Sedthaporn Tosiriwatanapong; Thananporn Sethjinda; Nopphon Tangjitprom (Assumption University Press, 2020)

    An abnormal return on the stock split is one of the most prominent debates in the finance industry. Positive signaling and optimal trading range hypotheses are underlying principles that are commonly used to describe a positive market reaction to the stocksplit. This research paper focuses specifically on the market’s reactions by the announcement date of the stock split, applying firm size and price range to explore insightful connections. The samples are listed companies in the Stock Exchange of Thailand(MAI excluded) with a stock split from ...
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    The impact of single stock futures on spot price volatility of underlying stock in the stock exchange of Thailand during 2006-2012 

    Arada Muntanaveerakul; Nopphon Tangjitprom; Thananun Siwamogsatham (Assumption University Press, 2020)

    The impact of the Stock Futures Trading to spot market has been considered by many countries all around the world. The debate on whether Stock Futures destabilizes or stabilizes the spot market has been well established in the developed market and emerging market on the Stock Index level. This research aims to examine the impact of the introduction of the Single Stock Futures on the volatility of the underlying equity in the Stock Exchange of Thailand from year 2006 to 2012, using the GARCH model. Based on ...
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    The study on millennials Chinese independent traveler's decision to visit Bangkok, Thailand 

    Xiong, Qi; Kim, Seongdok (Assumption University Press, 2020)

    The purpose of this study is to understand the factors that influence millennials Chinese traveler to Bangkok for independent travel. Based on the push-pull theory, the researcher selected three push (Escape, Get experiences & Knowledge, Socialization) and three pull factors (Nature, Culture, Activity). The researcher add if gender is a factor that influences people's decision to travel independently. In this study, 394 millennials Chinese who traveled independently in Bangkok are surveyed through questionnaires. The researcher use quota ...
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    International tourism and economic development-a panel data analysis of top 10 tourist visited countries 

    Sahanon Tungbenchasirikul; Sanchai Tiewprasertkul; Wisaroot Pariyaprasert (Assumption University Press, 2020)

    International tourism has been playing a key role in driving economic development for countries across the world. In fact, top 10 tourist visited countries have been gaining significant amount of tourism revenue, but also a large number of international tourists since two decades ago. As a result, this research analyzes relationships between international tourism and economic development of top 10 tourist visited countries. In so doing, the researchers adopted a quantitative research method, namely, panel-data multiple regression analysis...
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    Too clever for our own good: a reflective review of twelve key issues in our western societies 

    Barnes, John (Assumption University Press, 2020)

    Many people in our Developed Western World believe that we are entering or are already in, an era of great societal change, redolent of the Renaissance and the Reformation periods from a cultural perspective and of the Industrial Revolution in terms of commerce, manufacturing industry and service provision. This study reviews and critiques a broad literature of developments from twelve areas namely 1. Loss of spiritual Faith by many; 2. Increasing Economic Inequality across the social strata; 3.The Increasing Incidence of Mental Illness i...
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    Factor influencing the customers to use online shopping platform for shopping cosmetics: a case study of people in Bangkok 

    Chutimun Mullasatsarathorn; Kessara Choknuttakul; Natthaya Thanasansakonphop; Juthatip Taweekul; Soonthorn Pibulcharoensit; Somsit Duang-Ek-Anong (Assumption University Press, 2020)

    Nowadays social media highly influence people with the enjoyment of online platform such as chatting, watching, listing, working and/or shopping. The research has been gathered to survey and look into the points that impact consumers use of online shopping platform to shop cosmetics in Bangkok. The data were collected through questionnaire survey by distributing 400 questionnaires to 400 qualified respondents who are living in Bangkok and have experience from an online platform to shop cosmetics by using easy sampling techniques. Confirma...
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    The factors influencing Thai passenger's intention to reuse Grab Car service in Bangkok 

    Chutikarn Homniem; Nathaya Pupat (Assumption University Press, 2020)

    Bangkok is the urban area, where people need convenient and comfortable lifestyle, transportation is one of important factors for urban life since the travel plan should be prepared for traffic congestion, crowd, and rush hours. However, there are many issues in public transportation, even though they are legal, regulated, policies are not strict enough to protect the passengers. This has led to the emergence of e-hailing services in Thailand in recent years. The research aims to explore the key factors influencing Thai passenger’s intenti...
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    Impacts on adaptation intention towards using accounting software in terms of technology advancement at work in Myanmar 

    Phyu, Khine Khin; Rawin Vongurai (Bangkok : Assumption University, 2019)

    This study aims to analyse the impacts that are influencing on individual’s adoption intention towards using accounting software by discovering the impacts on user’s adoption intention towards accounting software, providing the proofs that environment, cost and familiarity can lead user’s adoption intention in order to help in expanding the market share of local technology company. The required data for this research has been distributed as online questionnaires to the 500 qualified respondents around Yangon Region and collected to be exa...
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    Comparison of factors influencing Chinese people in Bangkok intention to use two online payment applications in Thailand 

    Lao, Mingyan; Nathaya Pupat (Bangkok : Assumption University, 2019)

    Thailand is the biggest travel destination for Chinese people, and more and more Chinese people come to Thailand to invest, travel, study and live. In addition to this, the trend for online payment application is more and more popular. Therefore, the main objective for this study was to find out and determined the factors influencing Chinese people in Bangkok intention to use Alipay and K-PLUS online payment application in Thailand. The factors that we studied were ease of use, convenience, system quality and usefulness. The survey method ...
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    Keep it simple: a relentless business strategy in a world of complexity the XYZ corporate story in brief 

    Barnes, John (Bangkok : Assumption University, 2019)

    The objective of this study is to demonstrate how XYZ Corporation has perfected the art of achieving simplicity in its business strategy within a complex business world in order to achieve market dominance in their field of carbonated cola-based beverages. This study achieves that aim by reviewing a selection of company historical records available in the public domain and a critical study by Elmore (2015) which identifies, that contrary to popular belief, XYZ Corporation only makes one core product i.e. XYZ concentrate and even the compon...
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    The factors influencing on purchase intention of Thai and Chinese Customers towards the hotel industry in Bangkok, Thailand 

    Jidapa Tweephoncharoen; Rawin Vongurai (Bangkok : Assumption University, 2019)

    This study aimed to examine the factors influencing on purchase intention of Thai and Chinese customers towards the hotel industry in Bangkok, Thailand. This research adopted descriptive research method which aimed to describe the target population and variables. The researcher applied nonprobability sampling as a sampling technique and collected the data through questionnaires with 400 respondents. The questionnaire were implemented in English language collected from tourist who stay at hotel in the top three rankings of hotel area in Ba...
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    Beyond Disruptive elearning: holistic health integrated learning concept 

    Khanawath Teranitiwath; Poonsri Vate-U-Lan (Bangkok : Assumption University, 2019)

    The main objective of this study was aimed to propose an Integrated Learning Concept (ILC) for holistic healthcare. The ILC was developed to alleviate the crisis from the fact that people around the world, including Thailand, can now access a substantial amount of health care knowledge from various online sources, however, the percentage of ailment and premature death from non-communicable diseases (NCDs) is still high. With a literature review, the researcher’s direct experience as a pharmacist in Thai traditional medicine as well as an ...
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