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    Effects of product quality, service quality and price fairness on customer engagement and customer loyalty 

    Dhasan, Darwin; Mayuree Aryupong (Bangkok : Assumption University, 2019)

    This paper examines the key relationship effects between the customer perceived value dimensions: product quality, service quality and price fairness on customer engagement in a holistic model, using structural equation modeling. Further, the study evaluated the direct and mediating effects of these factors on customer loyalty in the automobile industry, with sample data from 224 existing car owners, based in Bangkok. The study results illustrate significant direct effects on customer loyalty, with product quality, service quality, price ...
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    On new ventures' board of directors: formation, adjustment, and influences on internationalization 

    Kuo, Anthony; Kao, Ming-Sung; Nichanan Sakolvieng (Bangkok : Assumption University, 2019)

    To survive and grow, young firms must leverage different means, such as strategic alliances or founders’ personal networks, to access and acquire necessary external resources to overcome, or at least mitigate, the liability of newness. In this study, we found that the board of directors can serve as a means of resource provision for new ventures. We conducted a historical analysis and case studies on high-tech new ventures, in order to delve deeply into the processes regarding how boards are formed, how board members provide these resourc...
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    Moderating effects of Hofstede's cultural dimensions on the relationship between Aewom and Fewom in Thailand 

    Fukushige, Aya; Mayuree Aryupong; Phacharaporn Phijaranakul (Bangkok : Assumption University, 2019)

    This research aims to examine the moderating effects of Hofstede’s cultural dimensions at the individual level on the relationship between acceptance and subsequent forwarding of electronic word of mouth (EWOM) in Thailand. EWOM is currently considered as one of the most influential communication channels for businesses, marketers, and various kinds of consumers. Cultural values can also be a factor to influence consumers’ decision-making behaviors. Hypotheses were developed by adopting Hofstede’s cultural dimensions, but with the newly d...
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    The developing image of the divine : a philosophical reflection on the relationship between 'will' and 'love' from the perspective of F.W.J. Schelling's later philosophy 

    Anthony, Emily Marie (Bangkok : Assumption University, 2019)

    The most significant call of the human being is for ceaseless effort. Rilke’s1 poetry in the form of poetic language is quite appropriate to support the author’s vital aim in encouraging one’s own self and the fellow human beings for constant unceasing effort. Schelling’s Later Thoughts are influenced by mystics and theosophers such as Meister Eckhart, Jacob Boehme, Franz von Baader and Oetinger. The call of the human being is to make ceaseless effort in developing the image of the Divine in oneself by transcending ‘will’ to ‘love’. Accord...
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    Robust forex trading with Deep Q Network (DQN) 

    Sutta Sornmayura (Bangkok : Assumption University, 2019)

    Financial trading is one of the most attractive areas in finance. Trading systems development is not an easy task because it requires extensive knowledge in several areas such as quantitative analysis, financial skills, and computer programming. A trading systems expert, as a human, also brings in their own bias when developing the system. There should be another, more effective way to develop the system using artificial intelligence. The aim of this study was to compare the performance of AI agents to the performance of the buy-and-hold...
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    Political security abstacles and challenges of Timor-Leste's ASEAN membership 

    Soares, Deuladeu Elizabeth Florindo (Assumption University Press, 2018)

    The Democratic Republic of Timor-Leste has implemented its foreign policy by participating in various international organizations. To enhance its relation with other countries, particularly at the regional level, Timor-Leste is working hard to achieve its full membership in ASEAN and has already shown its seriousness to do so, submitting a formal application in 2011. This research focuses on political-security, aiming to find and describe the obstacles and challenges to political security in Timor-Leste, in support of the country joining A...
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    Strengthening employee's engagement in e-commerce business department through an ODI approach 

    Narachai Treetipbut; Aloni, Rita (Assumption University Press, 2018)

    This action research dissertation is aimed to enhance the level of employees’ engagement in a flux business environment that deals with e-Commerce business operations. As a start-up firm; the focal organization often experiences certain unalignments between executives and employees or even among employees themselves. This study is expected to add extra knowledge to an academic body; while, also enhancing business results via improved employee engagement. The paper aims to determine whether an existing engagement model could be re-applied t...
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    Online impulse buying behavior amongst undergraduate students in Tianjin, the people's republic of China 

    Zou, Tingting (Assumption University Press, 2018)

    The aim of this study is to understand online business, regarding impulse buying behavior amongst undergraduate students in Tianjin, China. This study concentrated on the Taobao.com platform, and considered variables of website quality (security, navigability, and visual appeal), hedonic shopping value (product novelty, fun and escapism), and product knowledge (word of mouth and social norms), to learn how online shop owners increase their profits by encouraging impulse buying behavior. The results suggest that Taobao.com online shop owner...
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    The effectiveness of blended learning: a case study 

    Anaraki, Firouz (Assumption University Press, 2018)

    Recent policy announcements by the Thai government: Thailand 4.0, and its education component: Education 4.0, advocate the use of innovation and digital technology in schools and universities to improve the quality of education. We explore here the effectiveness of blended learning at an institute of higher education with a case study for one subject taught at the undergraduate level at Assumption University. Blended Learning in this study is defined as supplementing traditional classroom lectures with an online eLearning course in the sam...
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    Language and attitudes of invisible minds: an appraisal analysis of cyber discourse 

    Deocampo, Marilyn F. (Assumption University Press, 2018)

    This study examines the interactions of different participants on Yahoo Singapore and Yahoo Philippines using the Martin and Rose (2011) Appraisal Theory, focusing on the interpersonal aspects of discourse, ATTITUDE is used as the framework for a Critical Discourse Analysis (CDA). Blogging in the cyberworld, as a different channel of communication, allows the people of a society to discuss issues that matter most to them. The method used to foreground the underlying discourse is an attempt to understand the influence of various elements o...
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    Tobacco smoking behaviors of baccalaureate students, Thailand 

    Kanyaphat Setchoduk (Assumption University Press, 2018)

    The smoking behaviors of youths and young adults have changed worldwide. This study aims to explore the tobacco smoking behaviors of a university students which includes the type, duration, amount, frequency, reason, addiction level, and family history of smoking. Descriptive cross-sectional study was used with the university students in Thailand. Proportional Random Sampling technique was used to recruit 440 participants from 10 faculties. Results revealed that 33% of participants were currently tobacco smokers. The t...
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    An application of berlin's concept of value pluralism to the Indian tradition 

    George, Darwin Joseph (Assumption University Press, 2018)

    India has a long rich history tolerant coexistence and cultural interaction among its many diverse cultural and religious groups. But today, there is a promotion of a kind of nationalism which identifies with certain religions or cultural groups at the exclusion of others. The temptation is to try to strengthen India as a nation-state at the expense of its pluralistic past. The philosophy of Isaiah Berlin is valuable in this context, for it shows that value pluralism is not incommensurable with liberal democracy and that the two can suppor...
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    The effect of organization development intervention on structural and psychological empowerment to enhance innovative work behavior: an action research in a technical school in Thailand 

    Tamonwan Somsriruen; Chavez, Gloria S.; Tayko, Perla Rizalina M. (Assumption University Press, 2018)

    This research investigated the effect of organization development interventions (ODI) in improving structural and psychological empowerment, to promote innovative work behavior among organization members, in a technical school in Thailand. Using an action research design, the ODI activities were conducted for a six month period with 36 employees. Quantitative and qualitative methods were used to explore and gather data at all levels (executives, heads of department, and employees). The action research was conducted in three phases: pre-ODI...
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    Using an interactive learning book based on interactive and discovery learning to enhance student interaction and achievement 

    Patchara Vanichvasin (Assumption University Press, 2018)

    This research aimed 1) to develop an interactive learning book based on interactive learning and discovery learning and 2) to examine student interaction and achievement after using an interactive learning book. The purposive sample group was 20 undergraduate students. Instruments were an interactive learning book, a content-appropriateness questionnaire, an observation checklist, pre-test and post-test, and a satisfaction questionnaire. Data were analyzed by using mean, standard deviation, t-test, and content analysis. The research result...
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    A structural analysis of ten economies in ASEAN economic community 

    Thongdee Kijboonchoo; Chaveporn Kulchanachutiporn; Nattaporn Soralam (Assumption University, 2018)

    This paper focuses on a structural analyses in agriculture, manufacturing, and the service sectors of ten ASEAN economies. Their relative importance is examined by using their output shares in GDP , shares of exports in total exports, labor employment shares in total employment, and labor productivity. The study founds Myanmar, Cambodia, and Laos PDR as highly dependent on agriculture. Manufacturing is very important for all AEC economies, especially for Brunei. The service sector is important for all economies, especially for Sin...
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    Designing a Language Course in English in Lingua Franca (ELF) Settings: Perception and Practice 

    Ratchaporn Ratanaphumma (Assumption University, 2012)

    This paper describes the practical aspects of a general education English language course designed for undergraduate students at Assumption University, Thailand. It begins with a description of the contextual factors that led to decision making about all components of the course such as conceptual underpinnings, objectives, syllabus design, activity types, learners’ roles, teachers’ roles, and assessment. The paper also reflects on the understanding and direct experiences that the author has faced during the course implementation under the Thai...
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    IMPACT OF ELEARNING IN FOREIGN DIRECT INVESTMENT ON THAI MANUFACTURING SMES 

    Thavorn Rochanaporn (Assumption University Press, 2017)

    The objective of the study was to develop an eLearning in Foreign Direct Investment (FDI) using Facebook for the Thai manufacturing Small and Medium Enterprises (SMEs). The study was conducted using Learning Management System (LMS) and data was collected using structured questionnaires from manufacturing SMEs entrepreneurs in five provinces of lower northern Thailand. This study applied stratified random sampling techniques. Descriptive analysis, paired sample t-tests, and Spearman correlation were used to measure the relationships. It was foun...
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    ORGANIZATIONAL DEVELOPMENT INTERVENTION ON SERVICE CLIMATE AND PSYCHOLOGICAL MEANINGFULNESS TO IMPROVE EMPLOYEE ENGAGEMENT: AN ACTION RESEARCH IN A PRIVATE FAMILY HOTEL SAMUI, THAILAND 

    Veerya Manapajon; Sming Chungviwatanant; Tayko, Perla Rizalina M. (Assumption University Press, 2017)

    This research investigates the impact of organization development intervention (ODI) on service climate, and psychological meaningfulness to enhance the level of employee engagement, conducted in a mid-sized family owned hotel in Samui, Thailand by using the action research model. Various OD interventions were conducted on 27 participants over a seven month period from June to December 2016. The concept of Effective Change Management (Cumming & Worley, 2005) and Whole Brain Literacy (Tayko, 2010) were used for the intervention design process. T...
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    THE PROBLEMS OF CONFLICT BETWEEN UNILATERAL AND BILATERAL RELIEF UNDER THAI INCOME TAXATION LAW 

    Rattasapa Chureemas (Assumption University Press, 2017)

    In practice, Thailand adheres to a dualism between international law and national law in taxation law. For the elimination of double taxations, Thailand is using both unilateral and bilateral relief measures. Unilateral relief therein stipulated in Royal Decree No.300 B.E.2539 for the elimination of double taxation on income that was already taxed in another foreign country and Royal Decree No.442 B.E.2548 to exempt dividend income that was taxed in another foreign country to be expensed again under the Revenue Code to provide measure for relie...
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    Postpartum depression: a comparison of knowledge and attitude between the family members of postpartum women 

    Patcharee Juntaruksa; Phat Prapawichar; Chettha Kaewprom (Assumption University Press, 2017)

    Postpartum Depression (PPD) is a common complication that mostly occurs during the postpartum period with the consequence of negative health outcomes for women and infants as well as other family members. The relatives of women are the first group that can notice abnormal signs and symptoms of PPD after discharge from the hospital. This study was a cross-sectional survey, aiming to explore knowledge and attitudes of 400 postpartum women’s family members regarding PPD. A self-administered survey questionnaire was used for data collection. Data w...
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