BA: Dissertations

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https://hdl.handle.net/20.500.14437/8772

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Browsing BA: Dissertations by Author "#PLACEHOLDER_PARENT_METADATA_VALUE#"

Now showing 1 - 5 of 5
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    Publication
    Behavioral reasoning perspectives on organic product purchase in Bangkok, Thailand
    (University of the Thai Chamber of Commerce, 2022)
    Nattapa Prathansong.
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    University of the Thai Chamber of Commerce. Management.
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    University of the Thai Chamber of Commerce. School of Business.
    Consumer buying behaviors have changed toward interest in organic products on healthy trends and concerns over unprecedented diseases. However, whether consumers choose to consume organic products or not, they need to generate "reasons (for and against) to determine their behaviors, which are also stimulated by entrepreneurs' strategies. However, the researcher has not found research on the elements that reason (for and against) influence consumers' purchase intention and the market strategies entrepreneurs use. As a result, this research aims to investigate why customers purchase organic products and how entrepreneurs to market to them to satisfy customer needs. This research focused on a group of organic product purchasers in Bangkok, Thailand. With a focus on two product groups, group 1, horticultural crops, which include fresh vegetables and fruits, and group 2, field crops, such as rice and grains, the researcher uses an article review and previous analysis to create a questionnaire to determine entrepreneurs' marketing strategies and consumers' reasons (for and against) for consuming organic products. In conclusion, the study's results found that the essential variables included were attitudes, marketing strategies, and reasons for encouraging customers to support their role in purchasing organic product items. Additionally, attitude mediates the relationship between marketing strategies and purchase intentions, as well as the relationship between reasons (for and against) and purchase intentions. This explains how important it is to consider how individual and environmental factors impact consumer decisions to purchase organic products. The most effective, efficient, and reasonable approach to producing and distributing organic products can be planned using research studies. The growth of organic farming will result from the rise in consumer demand.
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    The Effects of utilitarian value, hedonic value, and social value on user’s trust and engagement in audio-based social platforms
    (University of the Thai Chamber of Commerce, 2022)
    Apipol Penkitti.
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    Lekmat, Laddawan
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    University of the Thai Chamber of Commerce. Business Administration.
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    University of the Thai Chamber of Commerce. School of Business.
    The new normal or a new way of life, as a result of the COVID-19 outbreak, gave rise to a new form of social media: audio-based social platforms (ABSPs), known as Clubhouse, Twitter space, and Facebook live audio room. These platforms, on which audio-based communication is featured, became popular in a short span of time. The objectives of this research are to understand audio-based social platform users’ behavior in Thailand. In addition, this research utilizes the quantitative research approach to investigate the effects of utilitarian value, hedonic value, and social value on user’s trust, which in turn influencing user engagement in audio-based social platforms. The study, in which Functional attitude theory (FAT), Uses and gratifications theory (UGT), Social influence Theory (SIT), Commitment-trust theory are referred to, is conducted on Utilitarian value (UV), Hedonic value (HV), Social value (SV) and trust – that affect user engagement (E). Also, this research aims to study the perception of values and provide insights into the theories relevant to the perceived values that affect user engagement, and that will benefit social platform developers and users of audio-based social platforms in Thailand. The data was collected through questionnaires from a sample of 388 participants who were male, female and LGBTQI+ with aged 25-34 (95% confidence interval) from various occupations, have used audio-based social platforms. This research study employed the Structural equation modeling (SEM) to analyze the relationships between the variables and test the hypotheses. The findings of this research indicated that the perceived Hedonic value and Social value positively affected ABSP’s user engagement, while the Utilitarian value positively influenced User's Trust in Speakers and the Hedonic value positively affected User’s Trust in Platforms. Moreover, User's Trust in Speakers had a positive effects on User Engagement and User's Trust in Platforms. The results from hypothesis testing showed that User's Trust in Speakers was an intervening variable of the correlation between Utilitarian value and User engagement.
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    The impact of transformation leadership, technological competence, and digital resiliency on Thailand SMEs firm performance during the pandemic outbreak of COVID-19
    (University of the Thai Chamber of Commerce, 2022)
    Unchalee Thoopkerd.
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    เอกชัย อภิศักดิ์กุล
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    University of the Thai Chamber of Commerce. Management.
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    University of the Thai Chamber of Commerce. School of Business.
    Small and Medium Enterprises (SMEs) play a vital role in Thailand’s economy. In 2019, the SMEs generated more than 14 million jobs and significantly contributed 42% of the country’s GDP. The Securities and Exchange Commission forecasted that the Thai SMEs would account for 6 0 % of the GDP growth in 2021. However, the unexpected global pandemic has gravely wounded the world economy and caused a sudden business shutdown, particularly the SMEs that failed to innovate or digitize their businesses. According to Cisco’s 2020 Asia Pacific SMB Digital Maturity Study, over 80% of SMEs owners believe that digitalizing their companies will help them become more resilient and adaptable to market change or future crises. Considering this fact and figure, the purpose of this study is to contribute knowledge for an overall understanding of the antecedents and effect of Thailand SMEs business firm performance, and to investigate the impact of transformation leadership, technological competence, and digital resiliency which include top three technologies (Collaboration, CyberSecurity, and Cloud-managed technology) on SMEs firm performance. In particular, this study aims to identify how SMEs in Thailand can overcome critical challenges and accelerate success by using digital technology to enhance their business resilience and increase even a higher degree of business performance and success. A quantitative research method applied, Structure Equation Modelling (SEM), the statistics of data analysis were descriptive statistic, reliability and validity using CFA were adopted in this study. Total 588 respondents came from manager positioning and above. The practical implication for SMEs management, transformation leadership, technological competence combined with core digital technology that is extremely necessary and a priority to bring in to digitize the business, especially while we are in a crisis & pandemic globe condition to improve Thailand SMEs business firm performance.
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