AU GSB: Vol. 11, No. 1 (June 2018)

Permanent URI for this collection

https://repository.au.edu/handle/6623004553/21079

Browse

Recent Submissions

Now showing 1 - 2 of 2
  • Item
    Behavioral intention of Bangkokians to adopt mobile payment services by type of users
    (Assumption University Press, 2018) Benjaporn Benjangjaru ; Rawin Vongurai
    Technology and Trend of mobile payment or cashless wallet have continuously grown and the potential to replace the traditional payment method is large. The purpose of this study is to understand the factors that impact customer behavioral intention to start using mobile payment service in the case of Thai people in Bangkok. Also, investigate the difference between 2 types of user as personal used user and business owner user toward the behavioral intention to adopt mobile payment services. A conceptual model in this study was developed based on element of innovation diffusion theory and technology acceptance. The questionnaire was provided and collected by 400 respondents by convenience, quota and the snow-ball sampling method. The methods used to analyze are linear regression and independent sample t-test. The findings show which factors have impact on customer behavioral intention to adopt mobile payment service.
  • Item
    Development of an eLearning model in SMEs management skills for Thai food clusters
    (Assumption University Press, 2018) Patarakit Phisarnchananan ; Pornpop Saengthong ; Chitapa Ketavan
    The main objective of the study was to develop a web-based learning model in Small and Medium Enterprises (SMEs) management skills for Thai Food Clusters called MONARCHIST model. The model was conducted based on the needs of learners and experts’ recommendations by using Learning Management System (LMS) to facilitate an online course. The efficiency of the eLearning model developed was analyzed as well as the satisfaction of the Thai Food Industrial entrepreneurs towards the LMS. This study assesses the utility of mixed methods designs that integrate qualitative (In-Depth Interviews) and quantitative (Sample Survey) approaches. The data were collected from the entrepreneurs, who were working in five sectors of food production areas. This study used descriptive statistics, paired t-test, and correlation to measure the importance of satisfaction components. Research findings were that the MONARCHIST model met the 80/80 efficiency criterion. Additionally, participants showed significant improvement in their knowledge in business management after course completion (p<0.01). Furthermore, the satisfactory score of learners towards the MONARCHIST model was high (4.38 out of 5.00). These results conclude that the MONARCHIST model was effective and practical for implementation.