Recent Submissions

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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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    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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    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 

    Sunchai Werawatthana; Witsaroot Pariyaprasert (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...
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    Corporate Ownership and Performance: A Study of Vietnamese Listed Companies in the Construction and Construction Material Sectors during 2011 - 2014 

    Tuyen, Do Ngoc; Witsaroot Pariyaprasert (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...
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    The Factors Related to Purchase Intention of Mirrorless Interchangeable-Lens Camera by Gen-Y and Gen-Z Bangkokians 

    Rawin Vongurai; Nithinan Theppisai; Suvichakorn Chinnapha (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...
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    Customer Satisfaction Affecting Behavioral Intention to Repurchase at Fast Food Restaurant in Bangkok, Thailand 

    Pronthip Praiwan; Sirion Chaipoopirutana (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...
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    An Empirical Study of Customer Satisfaction towards Food Delivery Online Using Mobile Application in China 

    Haohan, Yao; Sirion Chaipoopirutana (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...
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    The study of the Factors Affecting the Customer Loyalty of Lotteria fast food restaurants in Yangon, Myanmar 

    Myint, Khine Cho Myo; Sirion Chaipoopirutana (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...
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    Factors Affecting Repurchase Intention of Smartphone: A Case Study of Huawei Smartphone in Yangon, Myanmar 

    Win, Khin Sandar; Sirion Chaipoopirutana (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...
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    Factors Influencing Repurchase Intention Towards Green Lifestyle Products of a Thai-Owned Business 

    Sutinee Pramoj Na Ayudhya; Sirion Chaipoopirutana (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 ...
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    A Study of Relationship between Money Attitudes, Materialism, Credit Card Use, Perceived Social Image and Compulsive Buying Apparel at Shopping mall in Phathumthani 

    Kulwadee Kaewprapan; Sirion Chaipoopirutana (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...
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    A Study of Factors Affecting Rabbit Card Usage in Bangkok, Thailand 

    Phonsaran Summaviriya; Sirion Chaipoopirutana (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...
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    Customer Satisfaction Towards Banking Service, Thailand 

    Kansiri Thongkam; Sirion Chaipoopirutana (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...
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    AN EXAMINATION OF THE INFLUENTIAL FACTORS OF PACKAGING, PRICE SENSITIVITYAND BRAND IMAGE ON FROZEN FOOD CONSUMER BUYING BEHAVIOR IN BANGKOK, THAILAND 

    Peeraput Thiendej; Sirion Chaipoopirutana (2016-02)

    Packaging has been gradually taking on an important role as a way to serve consumers by providing information and delivering functions. The role of packaging is observed as a strategic tool to influence consumer buying behavior. The main purpose of this research was to identify the influences of the visual elements of packaging in terms of graphics and size/shape and the informational elements of packaging in terms of product information and technology, brand image, price sensitivity on consumer buying behavior of CP ready- to-eat f...
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