BA: Dissertations
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Browsing BA: Dissertations by Subject "Consumer behavior"
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- PublicationFactors affecting online language course purchase intention(University of the Thai Chamber of Commerce (UTCC), 2023)
; ; ; Regarding the advancement of the Internet and technologies in the last few decades, people have been using the Internet and technologies for various purposes such as working, communicating, searching for information, doing business, shopping, doing transactions, etc. Furthermore, using the Internet and technologies for education is more likely to grow up recently. It is penetrating many educational fields, especially online language learning. In Thailand, online language learning business has been growing continuously in the last few years. There are many opportunities in this business. Nevertheless, developing and enhancing this business is difficult to do because the understanding, knowledge, and information of online language learning businesses are still lacking. Moreover, research that specially aims to find out online language purchase intention has almost never been done before. According to these gaps, this research is the initial research that aims to investigate factors that can affect online language course purchase intention and develop an efficient model to examine online language course purchase intention in the future by integrating four important theoretical theories which have been broadly proved from previous research which are suitable for studying online purchase intention and online learning such as the online purchase intention theory, technology acceptance model (TAM), electronic word of mouth (EWOM) theory, and social media advertising theory. This research applied structural equation modeling (SEM) to test the proposed model. The research questionnaires which have been developed from adjusting previous research were a crucial instrument to gather data in this research. More than 600 research questionnaires have been spread out via many channels. However, just 424 research questionnaires were completed and sent back to researchers. IBM SPSS Statistics and AMOS 27 were significant tools to analyze the gathered information. The research results presented that perceived usefulness (PU) and perceived ease of use (PEOU) positively affect attitudes toward online language course purchase intention (ATT). Electronic word of mouth (eWOM) affects trust (TRUST), online language course purchase intention (OPI), and institute images (IMAGE). Interactivity (INTER) and perceived relevance (PRR) positively affect performance expectancy (PE). Attitudes toward online language course purchase intention (ATT) affect online language course purchase intention (OPI), and performance expectancy (PE) positively affect online language course purchase intention (OPI). In contrast, trust (TRUST) and institute images (IMAGE) do not affect online language course purchase intention (OPI). Moreover, in terms of mediation, electronic word of mouth (eWOM) does not have an indirect effect on online language course purchase intention (OPI) through trust (TRUST) and institute images (IMAGE). Furthermore, this research also showed that some demographic factors such as age, education, occupation, revenue/salary, and marital status of respondents seem to have significant effects on the online language course purchase intention of participants. The contributions of this research are various. Researchers and marketers can apply these research findings in many purposes such as furthering their studies and enhancing their businesses38 1954 - PublicationStructural equation modeling of parent’s electronic word of mouth in international schools(University of the Thai Chamber of Commerce (UTCC), 2023)
; ; ; ; International schools are a type of educational institution, that established to accommodate intercultural literacy. Which arises from cross-cultural differences between races and languages in society. Internationalism plays an important role as a link between linguistic and cultural differences. The International schools is one of an important starting point for children’s success in life and work. Prepare them to cope with an intercultural environment at school age. Consequently, there is an increasing number of new international schools in Thailand. While the number of birthrates is declining, it provides more options for parents. It is therefore necessary to use Electronic Word of Mouth (eWOM), to create a sustainable enrollment for international schools. The objectives are: 1) to provide uniformity in the parent’s eWOM causal relationship model and 2) To study causative factors that influence parent’s eWOM on international students and school operations in Thailand. The key concepts and theories are several literature reviews. That confirmed the effect of eWOM. The research methodology is performed by developing a parent’s eWOM model through a 7-point likert-scale survey. The results of this research demonstrated that all hypotheses were accepted as they affect parental Satisfaction. In particular, the quality of school education is the most influential and parental satisfaction also leads to parents’ eWOM40 63 - PublicationThe 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)
; ; ; ; 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.62 245