Conference Papers
Recent Submissions
From self discovery to organization development project: a developmental approach for positive change
(2017-07)
This paper presents ongoing action research which is derived from an actual organization development project with ABC Company. The rationale is based on the fact that the CEO and Human Resources Department did not see tangible results from previous HRD training programs whereby the emphasis tended to be placed on knowledge building while it was not evidenced as to what actions were taken by employees upon completion of these intensive training programs. Per such facts, the leadership team wanted to change the way that HRD training programs are ...
Exploratory and explanatory sequential mixed method towards repurchase intention of second-hand toys for collecting from Annpatinya Thammatiwat’s Facebook
(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. ...
Sequential exploratory design of factors affecting FMVAs viewers’ response
(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...
Determinant factors towards brand loyalty: a case study of Apple’s iPhone among Bangkok’s university students
(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...
A reflection of mid-roll you tube advertising effectiveness (MYAe): a case study in Thailand
(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...
A study on Myanmar tourists’ loyalty based on Thailand as a destination brand
(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...
Stakeholders’ Perspective: Impacts of Film-Induced Tourism in Sagada, Philippines
(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...
Impact of the Exchange Rate Movement to Individual Stock Return Volatility: A Case Study of the Property Sector in Thailand
(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
...
Internal Factors Determining the Leverage of Non-financial Companies in Vietnam
(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...
The Impact of the Macroeconomic Factors and Their Unexpected Values on the Energy Sector Return Volatility: A Case study of Stock Exchange of Thailand during the Period of 2005 to 2015
(2016-06)
The purpose of this paper is to examine the effect of the macroeconomic factors and their unexpected values
on the Energy sector return volatility in the Stock Exchange of Thailand during period 2005 to 2015. The
method is separated in two cases. The first case is to study the impact of macroeconomic variables on the
Energy sector return volatility which the macroeconomic factors consist of; agriculture producer price index,
consumer price index, current account, employment, exchange rate, industrial production index, interest rate,
m...
Corporate Ownership and Performance: A Study of Vietnamese Listed Companies in the Construction and Construction Material Sectors during 2011 - 2014
(2016-06)
This study aims to investigate the effect of corporate ownership on the corporate performance of listed
companies in the construction and construction material sectors in Vietnam during the period 2011 to 2014.
Four ownership structures are addressed: concentrated ownership, foreign ownership, insider ownership, and
institutional ownership. Corporate performance is measured by the following indicators: return on assets
(ROA), return on equity (ROE), Tobin’s Q, and company’s market-to-book value (MBV). The annual data of
73 liste...
The Factors Related to Purchase Intention of Mirrorless Interchangeable-Lens Camera by Gen-Y and Gen-Z Bangkokians
(2016-06)
Noticeably the sales of DSLR cameras have been decreasing continuously for months while sales of mirrorless
interchangeable-lens cameras (a.k.a. mirrorless camera) have been soaring. This trend points to the fact that camera
users are moving to more advanced, lighter, and smaller camera format. This research chose attitude, trust, and
need for uniqueness as independent variables to examine relationship toward purchase intention of mirrorless
camera. Furthermore, mean difference in purchase intention between Generation Y and Generation Z...
Customer Satisfaction Affecting Behavioral Intention to Repurchase at Fast Food Restaurant in Bangkok, Thailand
(2016-06)
The objective of this research is to study factors affecting to behavioral intention to repurchase at
McDonald’s in Bangkok, Thailand, while independent variables are perceive value, restaurant image, food and
beverage quality, service quality, customer satisfaction and dependent variable is behavioral intention to
repurchase. The data was collected by distributing questionnaires to 300 respondents at MBK Center and Siam
Paragon branches in Bangkok. The sampling procedure used judgment sampling, quota sampling, and
convenience samp...
An Empirical Study of Customer Satisfaction towards Food Delivery Online Using Mobile Application in China
(2016-06)
Customer satisfaction surveys have become one of the most important tools in the e-service industry to found
out about problems and determine how to improve online services. They are essential to e-commence
companies’ success, especially online food delivery services which has grown into a huge market in China.
The purpose of this study is to consider the factors that influence customer satisfaction toward food delivery
online. More specifically, looking at ‘Ele.me,’ one of the three leading third party platforms in China where
restau...
The study of the Factors Affecting the Customer Loyalty of Lotteria fast food restaurants in Yangon, Myanmar
(2015-09)
This study investigates the relationship between perceived service quality (tangibles, reliability,
responsiveness, assurance and empathy), image, perceived value and customer satisfaction.
To do so a survey was conducted by distributing 400 questionnaires in all branches of Lotteria
fast food restaurants in Yangon, Myanmar. The Pearson Correlation was applied for the data
analysis. The results show that there is a weak positive relationship among perceived service
quality, image, perceived value, customer satisfaction and customer lo...
Factors Affecting Repurchase Intention of Smartphone: A Case Study of Huawei Smartphone in Yangon, Myanmar
(2015-09)
This study investigates the relationship between functional value, price consciousness, word
of mouth, brand image, attitude towards product and repurchases intention of a smartphone
brand. To do so, a survey was conducted by distributing 420 questionnaires in 7 different
shopping malls in Yangon, Myanmar. The data collected was analyzed using SPSS and
hypotheses were examined by employing the Pearson correlation and multiple linear
regression. The results show that there is a positive and significant relationship among
functional...
Factors Influencing Repurchase Intention Towards Green Lifestyle Products of a Thai-Owned Business
(2016-06)
The green industry is having an exponential growth. To create green brand sustainability, repurchase intention
is the most important factor. The aim of this research is to investigate the influence of perceived corporate
social responsibility (CSR), product quality, risk, and price, product functionality, product form, corporate
reputation, perceived product value, attitudes toward products and repurchase intention toward the green
lifestyle products of a Thai-owned business. These variables make up the eight hypotheses in this study ...
A Study of Relationship between Money Attitudes, Materialism, Credit Card Use, Perceived Social Image and Compulsive Buying Apparel at Shopping mall in Phathumthani
(2016-06)
Compulsive buying, which can be defined as an irresistible urge prompted by negative affectivity and resulting
in excessive and time-consuming retail activity, is generally perceived as having a negative influence on
customer purchasing behaviors. Factors that influence compulsive buying include money attitude, credit card
use, materialism and perceived social image. This study aims to study the relationship between money attitude,
materialism, credit card use, perceived social image and the compulsive buying of apparels at a shopping m...
A Study of Factors Affecting Rabbit Card Usage in Bangkok, Thailand
(2016-06)
The purpose of this study was to identify influencing factors toward Rabbit card usage. In this research, the
dependent variable is Rabbit card usage, while independent variables consisted of compulsive purchase
tendency, perceived usefulness, perceived ease of use, perceived credibility, the amount of information on
Rabbit card, and demographic factors. The researchers developed five hypotheses for this study. The data were
collected through a questionnaire survey of 400 respondents in two selected BTS stations in Bangkok, namely
Sia...
Customer Satisfaction Towards Banking Service, Thailand
(2016-06)
The purpose of this study was to study about the factors that influence customer satisfaction towards the Siam
Commercial Bank, Thailand. In this research, the dependent variable is the customer satisfaction, while the
independent variables are perceived service quality in terms of tangible, reliability, assurance and empathy,
perceived value and trust. These variables were developed as four hypotheses to identify the influencing factor.
The data was collected by distributing a questionnaire to 300 respondents who have the experienced w...