Recent Submissions

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    Determinant factors that affect repurchase intention of OTOP Thai leather bags: a case study of the Thai millennials 

    Warakij Traiwitthayasilp; Chittipa Ngamkroeckjoti (2019)

    This research aimed on how determinants factors (Value and Luxury Value) impacted upon repurchase intention of OTOP leather bag. This study used explanatory and exploratory mixed methods research designed by Creswell (2011). Firstly, this study has developed specific operational components based on pilot study and two theories that comprise and theory of were planned behavior (abbreviated TPB). There were two rounds of pilot study prior to complete the proposed model followed by questionnaire design. All 200 sets of questionnaires were di...
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    Factors affecting purchase intention of BYD new energy vehicles in China 

    Tan, Wenchao; Chittipa Ngamkroeckjoti (2019)

    This research aimed on how determinants factors (Brand Image, Brand Reputation, Selfimage congruence, Subjective Norm, Perceived Behavioral Control and Environmental Attitude) affect the purchase intention of BYD new energy vehicle, one of the new energy vehicles made by a Chinese brand. This study used the two mixed method design by Creswell (2008). The mixed method is a combination of qualitative and quantitative research methods. This study also seeks to identify the factors that influencing purchase intention of BYD new energy vehicle...
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    Determinant of revisit Intention of the Bangkokian Millennials: a case study of MK restaurant 

    Yuanjie, Du; Chittipa Ngamkroeckjoti (2018)

    This research aimed on how determinants factors (Service quality, Food quality, and Brand image) impacted upon revisit intention of MK restaurant (formerly known as MK Suki), one of the Thailand’s suki chains. This study used explanatory and exploratory mixed methods research designed by Creswell (2011). Firstly, this study has developed specific operational components based on pilot study and two theories that comprise SERVQUAL and theory of were planned behavior (abbreviated TPB), There were two rounds of pilot study prior to complete th...
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    Exploring relationship among brand innovativeness, brand knowledge and brand Loyalty: a case study of Huawei smartphone 

    Zhiyuan, Yu; Chittipa Ngamkroeckjoti (2018)

    This study explores an impact of brand knowledge and brand innovativeness on brand loyalty. It is a case study of Chinese who has currently used Huawei smartphone in any series. The study applied explanatory and exploratory mixed method sequential designed by Creswell (2009). Both pilot study with two rounds of interview and literature reviews has produced the proposed conceptual model paralleled with questionnaire designated. Multiple Linear Regression (MLR) technique to measure two relationships amongst brand knowledge, brand innovativen...
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    Determinant factors that affected reuse intention: a case study of Didi Chuxing Technology Company, Limited 

    Wang, Ting; Chittipa Ngamkroeckjoti (2018)

    This study examines the factors affecting reuse intention of the car service company, Didi in China. This study uses exploratory and explanatory mixed method sequential designed by Creswell (2011). There are two rounds of interview in order to confirm independent variables prior to quantitative methodology. As a result, this study distributes 201 sets of questionnaires via Wenjuanxing (online survey) from September to October 2018. Multiple Linear Regression (MLR) has applied through Statistical Analysis System (SAS) license number 1240060...
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    A reflection of mid-roll YouTube 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 t...
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    The impact of ethics towards job creativity: a case study of “A” hotel in Samutprakan Province, Thailand 

    Manapat Buphawate; Chittipa Ngamkroeckjoti (2018)

    This research focuses on how to understand Job Creativity of employees. The research questions were raised based on an emotional intelligence when interacting among colleagues in the same level as well as senior level. Moreover, based on the pilot study, employees are concerned about ethical behavior and ethical leadership towards job creativity of employees. This study use census population whom are employees working in “A” hotel. The questionnaire was distributed to 100 employees. There were no respondent restrictions in demographic aspe...
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    A study of purchase intention of imported organic cosmetic in Thailand 

    Pan, Qi; Chittipa Ngamkroeckjoti (2018)

    The research determines in which factors that impact on purchase intention of imported organic cosmetics in Thailand. This research used mixed method designed by Creswell (2011) which includes two phases. The first phase is explanatory sequential design; and the second phase is exploratory sequential design. The researcher has started an interview with two Thais who have had experienced at least once in purchasing imported organic product. Accordingly, three variables have confirmed. In the second phase, researcher designed a questionnaire...
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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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    THE INFLUENCE OF BRAND ATTRIBUTES, PERCEIVED CONGRUENCE, WEBSITE IMAGE, ADVERTISING, EMOTIONAL ATTACHMENT, AND CONSUMER-COMPANY IDENTIFICATION ON CORPORATE IMAGE OF NEW MODEL SHOPPING MALL IN BANGKOK 

    Kannanat Vilaisai; Sirion Chaipoopirutana (2016-02)

    The corporate image of a shopping mall is a focal factor, as the holistic images for reflection on the mall’s objectives, which influence customers’ perceptions of a good image on the professional services and the mall’s appearance. The aims of this research were to examine the influence factors of independent variables, which consisted offline brand attributes in terms of physical aspects, product-related attributes, personal interaction and reliability, perceived congruence, website image, advertising, emotional attachment and consu...
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    Factors Influencing the Intention to Use Mobile Banking Services in Bangkok 

    Panjaporn Chansaenroj; Rapeepat Techakittiroj (2015-08)

    Nowadays, Mobile Banking can help the customer to manage their account anytime and anywhere on their devices or mobile phone, the customer can simply log into the mobile banking service in each bank.This research aims to identify the factors which affect the consumer to use the mobile banking services which bank can use this information to improve their system and services efficiently. The finding shows that the perceived usefulness, perceived ease of use, the perceived cost and perceived risk were affected with the intention to use mobile ...
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    Factors Influencing Official Mobile, Application Purchasing Intention in Bangkok 

    Thanaporn Punjakunaporn; Rapeepat Techakittiroj (2015-08)
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    Factors Affect Turnover Intention of Bangkok Air Conditioning Company 

    Supannachart Phanichrattana; Phattarapon Ounprechavanit; Chittipa Ngamkroeckjoti (2013-03)

    This study aims to elaborate the human resource department of a Bangkok air conditioning company to understand how to improve the turnover intention of employees based on their perception towards the company. Based on dual relationship, the first examines the relationship between environmental factors and job satisfaction. The second is the relationship between job satisfaction and turnover intention. Turnover intention revealed the likelihood of leaving the current job by an employee. If turnover rate of skilled professionals was high,...
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    Cross-disciplinary research and education post Copenhagen 2009 

    Nicholls, Philip (2010)

    The study of the environment and environmentalism in our universities too often fails to recognize its inherently trans-disciplinary nature. As we all know, beyond academia, environmental issues simultaneously encompass corporate, political, social, scientific, engineering, health, cultural, biological, legal and economic factors. This long list can indeed be readily expanded. Yet, in practice, if addressed at all, the issues of environmental research and education tend to be departmentalized; an outcome of what may be characterized as an hi...
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    A study of consumer intention to adopt E-Bay in Thailand 

    Maruf, Alam; Sirion Chaipoopirutana; Howard, Combs (2009-11)

    Online shopping has become increasingly popular in the modern marketplace with rapidly increasing numbers of online buyers reported every year. Web developers and marketers are continuously developing new strategies and easy to use websites to attract more global online users. The main purpose of this research was to study the relationship between perceived innovation characteristics of website design, risk, trust and intention to purchase from eBay in Thailand. The results of this study demonstrate that perceived risk and trust are particular...
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