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Effects of product quality, service quality and price fairness on customer engagement and customer loyalty
(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 ...
On new ventures' board of directors: formation, adjustment, and influences on internationalization
(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...
Moderating effects of Hofstede's cultural dimensions on the relationship between Aewom and Fewom in Thailand
(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...
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
(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...
Robust forex trading with Deep Q Network (DQN)
(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...
Political security abstacles and challenges of Timor-Leste's ASEAN membership
(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...
Strengthening employee's engagement in e-commerce business department through an ODI approach
(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...
Online impulse buying behavior amongst undergraduate students in Tianjin, the people's republic of China
(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...
The effectiveness of blended learning: a case study
(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...
Language and attitudes of invisible minds: an appraisal analysis of cyber discourse
(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...
Tobacco smoking behaviors of baccalaureate students, Thailand
(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...
An application of berlin's concept of value pluralism to the Indian tradition
(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...
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
(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...
Using an interactive learning book based on interactive and discovery learning to enhance student interaction and achievement
(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...
A structural analysis of ten economies in ASEAN economic community
(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...
Designing a Language Course in English in Lingua Franca (ELF) Settings: Perception and Practice
(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...
IMPACT OF ELEARNING IN FOREIGN DIRECT INVESTMENT ON THAI MANUFACTURING SMES
(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...
ORGANIZATIONAL DEVELOPMENT INTERVENTION ON SERVICE CLIMATE AND PSYCHOLOGICAL MEANINGFULNESS TO IMPROVE EMPLOYEE ENGAGEMENT: AN ACTION RESEARCH IN A PRIVATE FAMILY HOTEL SAMUI, THAILAND
(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...
THE PROBLEMS OF CONFLICT BETWEEN UNILATERAL AND BILATERAL RELIEF UNDER THAI INCOME TAXATION LAW
(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...
Postpartum depression: a comparison of knowledge and attitude between the family members of postpartum women
(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...