UTCC Scholar :: Browsing ISM: Independent Studies by Author "International Business"

ISM: Independent Studies

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https://hdl.handle.net/20.500.14437/8765

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A study of the effect of incentive mechanisms on employee job satisfaction : a case study of A hotel in China
(University of the Thai Chamber of Commerce (UTCC), 2024)
Gangqiang, An
;
Saengdow Prasittisuk
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
The purpose of this study is to discuss the study of the impact of incentives on employee job satisfaction, this study adopts a quantitative approach by using an improved questionnaire to survey all the staff of Hotel A, a total of 250 people, and 204 valid questionnaires were returned. The results of the study show that salary factor, promotion factor, staff participation factor, training factor, and work environment factor have a significant effect on employee job satisfaction. This study helps to better understand the impact of incentives on employee job satisfaction and to identify the key dimensions that affect employee job satisfaction in Hotel A. This will guide the HR department of Hotel A to better improve its strategies for employees.
60 610
A study on factors influencing SMEs in Yangon intention to adopt social media marketing
(University of the Thai Chamber of Commerce (UTCC), 2024)
Thwet Kay Khaing
;
Nattapan Buavaraporn
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
Social media marketing (SMM) is a powerful tool for small and medium-sized enterprises (SMEs) to promote their brand, engage with audiences, and drive website traffic. Therefore, this study is focus on the Factors Influencing SMEs in Yangon Intention to Adopt Social Media Marketing. The purpose of this study is to analyze the technological readiness, organizational structure, and external environmental influences that impact SMEs' decisions to embrace social media marketing and to measure and analyze social media performance to ensure that SMEs can continuously improve their marketing efforts in order to empower SMEs to maximize the benefits of social media marketing and achieve sustainable growth. TOE research method has been used and the sample size for this study was determined using Yamane's formula, requiring 380 responses from a total population of 7,608 SMEs in Yangon. 235 SMEs did, however, provide responses because of time limitations. A quantitative method was utilized to collect the data, ensuring a systematic and structured approach. The findings indicate a strong positive relationship between environmental factors and the intention to adopt social media marketing, as well as between organizational factors and the intention to adopt social media marketing. In contrast, there is no significant relationship between technological factors and the intention to adopt social media marketing. In order to improve the intention to adopt social media for SME’s owners in currently and in the future, top management of enterprise should support and take part in social media projects directly. Their support can enable the clear priorities and the allocation of required resources. And they should provide staff members current social media trends, tools, and best practices continuously. This helps them to become more confident in handling social media accounts and improve their abilities. The enterprise should review competitors' social media operations often to learn about their performance and approach. Point up their areas of strength and weakness. They should ensure that the company is actively present on social media so consumers may communicate, ask questions, and offer comments.
805 100
Cultural impacts on intention to use of Food Panda of international students in Bangkok
(University of the Thai Chamber of Commerce (UTCC), 2024)
Aung Chan Mya
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Li, Li
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
This research investigates the cultural factors influencing the intention to use the Food panda application among international students in Bangkok. A survey of international students reveals diverse age and gender distributions, with a significant portion reporting lower income levels. Reliability tests indicate high internal consistency for the cultural dimensions of Uncertainty Avoidance (UA), Individualism (ID), and Long-term Orientation (LO). Exploratory Factor Analysis (EFA) confirms the validity of these constructs, and correlation analysis shows strong positive relationships between these cultural dimensions and the intention to use Food panda. The study concludes that cultural factors significantly impact user intention, providing insights into how Food panda can tailor its services to better meet the needs of international students. Recommendations are offered for targeted marketing strategies, gender-specific initiatives, income-based pricing, and personalized features to enhance user engagement and satisfaction, thereby strengthening Foodpanda's market presence in Bangkok.
842 65
Exploring employee loyalty in a Chinese cemented carbide company's Thai subsidiary : impact of work environment, compensation & benefits, and leadership style
(University of the Thai Chamber of Commerce (UTCC), 2024)
Wu, Liang
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Li, Li
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
As the Sino-US trade war gradually intensifies, more and more Chinese companies are investing and producing in Thailand. As one of the largest economies in Southeast Asia, Thailand has a unique geographical location and a superior investment environment. However, in the process of landing in Thailand, Chinese companies must also face management challenges due to the significant differences between China and Thailand in culture and market. Therefore, many subsidiaries of Chinese manufacturing companies in Thailand face problems of low employee loyalty and high turnover. For Thai subsidiaries of Chinese multinational companies, cultivating localized talents is more important for improving the company's competitiveness and sustainable development. Therefore, it is crucial to understand the factors that affect the loyalty of local employees. This study will focus on a subsidiary of a Chinese cemented carbide company in the WHA Industrial Park in Chonburi, Thailand, and analyze the impact of three factors, namely work environment, salary and benefits, and leadership style, on employee loyalty. The current case company has 178 employees, mainly produces cemented carbide products, has many machines and equipment, and multiple cemented carbide production lines. This paper is based on the research results of predecessors and related theoretical foundations and takes the case company as the research object. This study determined the meaning and content of each variable in the study through a large number of literatures references and determined the content and method of the questionnaire. This study conducted a questionnaire survey on all employees of the case company, and finally collected 161 valid questionnaires. Through regression analysis of the questionnaire data, it was determined that the work environment and leadership style of the case company had a positive impact on employee loyalty, and salary and benefits had no significant impact on employee loyalty. Based on the survey analysis results and references, this study provides improvement directions for how the case company can improve its work environment and leadership style to help the case company improve employee loyalty.
64 751
Factors affecting Myanmar tourists intention to revisit Bangkok, Thailand
(University of the Thai Chamber of Commerce (UTCC), 2024)
Thu May Mon Myat
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Nattapan Buavaraporn
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
The study aims to identify the factors that influence the revisit intention of Myanmar tourists toward Bangkok, Thailand. The study focuses on the three main factors, namely destination image, accommodation, food and transportation, and attitudes, which influence the Myanmar tourists’ revisit intention toward Bangkok, Thailand. The study used quantitative research method for cross-sectional study. The study also used the snowball sampling method and simple-random sampling method to collect the questionnaires and able to collect valid 231 questionnaires samples. Further, in order to identify the objectives of the study, the study utilized the descriptive analysis and inferential analysis to analyze the collected data. The findings of this study highlights that there is a strong positive correlation between attitude and revisit intention, followed by a positive correlation between destination image and revisit intention. Moreover, there is no significant relationship between accommodations, food and transportations and revisit intention of Myanmar tourists toward Bangkok Thailand. Therefore, according to the findings of this study, it is suggested that the tourists associations in Bangkok should enhance overall holistic approach to improve Myanmar tourists experience while visiting Bangkok.
53 843
Factors affecting purchase intention of Mistine products in Bangkok, Thailand
(University of the Thai Chamber of Commerce (UTCC), 2024)
Aung Zun Pwint
;
Nattapan Buavaraporn
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
This study investigates the factors influencing the purchase intention of Mistine products among female consumers in Bangkok, Thailand. Utilizing a quantitative approach, the research aims to identify the impact of attitudes, subjective norms, and perceived behavioral control on consumers' purchasing decisions. Data were collected from a sample of 293 respondents through a structured questionnaire employing a fivepoint Likert scale. The study employs multiple regression analysis to test the hypotheses and evaluate the predictive power of the identified factors on purchase intention. The results reveal that all three variables—attitude, subjective norms, and perceived behavioral control—significantly influence purchase intention. Attitude towards Mistine products emerged as a strong predictor, suggesting that positive perceptions substantially enhance the likelihood of purchase. Subjective norms, including the influence of friends, family, and social media, also play a crucial role in shaping purchase intentions. Additionally, perceived behavioral control, reflecting consumers' confidence in their ability to purchase Mistine products, significantly impacts their purchasing behavior. The findings provide valuable insights for Mistine and similar brands to tailor their marketing strategies effectively. By understanding the key drivers of purchase intention, companies can better target their promotional efforts, enhance consumer satisfaction, and build stronger brand loyalty. The study concludes with recommendations for marketers and suggestions for future research to explore additional factors that may influence consumer behavior in the beauty and skincare market.
146 838
Factors affecting user engagement within the TikTok shop platform in Bangkok
(University of the Thai Chamber of Commerce (UTCC), 2024)
Hort, Sreypich
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Li, Li
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International Business
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University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
This independent study is to investigate the factors that affect user engagement among all users of Tik Tok shop in Bangkok. In this study, a quantitative method was used, and the questionnaire was items will be adapted from existing literature, drawing upon studies by Xu & Pratt (2018), Pancer & Smith (2021), Kumar & Reinartz (2018), Lemon & Verhoef (2016), Enberg (2022), Harrigan et al. (2018), Xu et al. (2022), Zhang et al. (2017), and Rungruangjit et al. (2023). A total of 166 respondents participated in this research, however only 150 respondents’ data were included in the research because 16 respondent’s data were screened out from the survey. The study indicates that the factors such as influencer marketing and user experience (UX) interface design play important roles in affecting user engagement in Tiktok shop in Bangkok. The finding of this study contributes to a better understanding of the factors that can enhance user engagement, optimizing the product strategy and e-commerce business platforms like Tik Tok shop.
134 1127
Factors influencing repurchase intention on the mix by SU local skincare products of female consumers in Yangon, Myanmar
(University of the Thai Chamber of Commerce (UTCC), 2024)
Aung Mya Myint Zu
;
Li Li
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
This study investigates the factors influencing repurchase intension towards the Mix by Su local skincare products on female consumers in Yangon, Myanmar. The objectives of this research are 1) to determine the impact of brand awareness on repurchase intention, 2) to determine the impact of perceived quality on repurchase intention, 3) to determine the impact of perceived value on repurchase intention, 4) to determine the impact of social influence on repurchase intention. The data had been collected from 242 respondents using quantitative approach. The data were analyzed by using descriptive statistics such as frequency, percentage, mean, and standard deviation (S.D.). Inferential statistics was used to test the hypotheses and used multiple linear regression analysis at the significant level of 0.05. Based on the results, four factors; social influence, perceived quality, brand awareness and perceived value which are the most from the least dimensions were found to be highly significant factors on repurchase intention. The insight acquired from this study has important implications that could assist in enhancing sales volume, to maintain high quality of products, to improve service quality, to leverage social media platform access, meet customer expectations, and increase customer loyalty for the Mix by Su consumers in Myanmar.
201 1605
Factors of influencing customer loyalty in Metro supermarket : a case study of Metro supermarket in Kunming, Yunnan, China
(University of the Thai Chamber of Commerce (UTCC), 2024)
Yufei, Cao
;
Suthawan Chirapanda Sato
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
In the competitive retail sector of China, customer loyalty is a critical determinant of long-term success for supermarket chains such as Metro Supermarket. This study focuses on Metro Supermarket in Kunming, Yunnan, aiming to identify key factors that influence customer loyalty. Utilizing the SERVQUAL model as a framework, the research examines five independent variables: empathy, tangibles, responsiveness, assurance, and reliability, in relation to the dependent variable, customer loyalty. The primary objective is to test for positive correlations between these service quality dimensions and customer loyalty, with the ultimate goal of enhancing customer volume and loyalty at Metro Supermarket stores in Kunming. A total of 215 survey questionnaires were collected from customers at two Metro Supermarket outlets in Kunming. Multiple linear regression analysis was employed to assess the impact of the five service quality dimensions on customer loyalty. The results demonstrate positive relationships between empathy, tangibles, responsiveness, assurance, and customer loyalty. However, contrary to expectations, reliability was not found to significantly impact customer loyalty within the context of this study. Empathy, which involves a store's ability to understand and care for its customers, showed a positive relationship with customer loyalty. This suggests that when staff members at Metro Supermarket demonstrate an understanding of customer needs and provide personalized attention, it fosters greater customer attachment and repeat business. The tangibles aspect, encompassing the physical environment, equipment, and appearance of personnel, also exhibited a positive correlation with loyalty. Well-maintained facilities and professional presentation of staff can enhance customers' overall shopping experience, leading to increased loyalty. Responsiveness, the willingness to help customers and provide prompt service, positively influenced customer loyalty. Customers appreciate the ability to receive quick and effective service, which reflects the store's commitment to customer satisfaction. Assurance, which includes the knowledge and courtesy of employees and their ability to inspire trust and confidence, was similarly related to higher levels of customer loyalty. Qualified and friendly staff who can ensure customers feel secure in their purchasing decisions contribute to a loyal customer base. Surprisingly, reliability, or the ability to perform services dependably and accurately, did not show a significant impact on customer loyalty. This finding suggests that while reliability is fundamental, it may not be a distinguishing factor in customer loyalty decisions at Metro Supermarket. It could also indicate that customers take reliability for granted once a certain standard is met, and other factors such as empathy and responsiveness become more influential in their perception of service quality. Based on these findings, practical implications for Metro Supermarket include strategies to improve empathy, tangibles, responsiveness, and assurance. By focusing on these four dimensions, Metro Supermarket can enhance its service quality, elevating customer loyalty and, consequently, customer turnover and sales in Kunming, Yunnan. The study provides valuable insights into the dynamics of customer loyalty within a specific regional context, offering actionable recommendations for supermarket managers aiming to strengthen customer retention and market share.
97 1034
Impact of employees engagement and knowledge sharing on organizational performance : a study of B technology company
(University of the Thai Chamber of Commerce (UTCC), 2024)
Li, Hongxia
;
Saengdow Prasittisuk
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
Employee engagement and knowledge sharing are critical factors that can significantly impact organizational performance. This study aims to explore the relationships between employee engagement, knowledge sharing, and organization performance and to provide insights into how organizations can enhance their performance through these factors. The study is based on data collected from 276 respondents, representing a diverse range of industries and organizational roles. The analysis reveals a strong positive relationship between employee engagement and knowledge sharing, indicating that engaged employees are more likely to share knowledge within the organization. Furthermore, the study finds that knowledge sharing positively influences organization performance suggesting that organizations that promote knowledge sharing among employees are likely to experience improved operational performance outcomes. The study also examines the direct and indirect effects of employee engagement on operational performance. The direct effect of employee engagement on operational performance is found to be significant, indicating that higher levels of employee engagement are associated with better operational performance. Additionally, the indirect effect of employee engagement on operational performance through knowledge sharing is also significant, highlighting the importance of knowledge sharing as a mediating factor in the relationship between employee engagement and operational performance. However, the study identifies several limitations, including sample size and measurement issues, which may impact the generalizability of the findings. Future research directions are proposed to address these limitations, including longitudinal studies, experimental designs, and cross-cultural studies, to further investigate the relationships between employee engagement, knowledge sharing, and operational performance.
58 539
Investigating factors affecting Burmese learners' satisfaction : evidence from private universities in Bangkok, Thailand
(University of the Thai Chamber of Commerce (UTCC), 2024)
Zin Pwint Phyu
;
Saengdow Prasittisuk
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
This research investigates the factors affecting the satisfaction levels of Burmese learners enrolled in private universities in Bangkok, Thailand. The study aims to gain the insights into the key determinants that contribute to student satisfaction within the context of international higher education settings. The study was undertaken with the objectives to investigate factors affecting on Burmese student’s satisfaction with their oversea education at private institutions in Bangkok and to offer suggestions on how to raise the satisfaction of Burmese students. The conceptual framework is generally based on two main factors from product and service perspectives. As a product of an institution, a researcher selected two main subcategories including curriculum relevance and skilled lecturers. For service perceptive, a popular approach to measure the service quality, SERVQUAL model, is being used. Under SERVQUAL model, five subcategories are included, such as Reliable, Assurance, Tangible, Empathy and Responsiveness. Quantitative methodology will be utilized to collect the data from a specific sample size; specifically Burmese students enrolled in private universities in Bangkok. The quantitative approach employs structured questionnaires to assess various factors to measure the learners’ satisfaction based on two main dimension; particularly SERVQUAL model and academic resources. The questionnaires with two languages (Burmese and English) were distributed through social media platform (such as Facebook) by using a mix of sampling approach. The questionnaires are distributed online through snowballing to a group of common friends who are enrolled in Bangkok's private universities. In addition, simple random sampling method is used in order to reach to public. Chapter 1 consists of the introduction, featuring the business context, problem statement, research objectives, expected benefits and scope of the research. Chapter 2 divided into theoretical foundations and relevant research, with a focus on literature review and the formulation of research hypotheses and conceptual frameworks. Chapter 3 outlines the research methodology, covering research design, questionnaires, tools, data collection, and analysis procedures. In Chapter 4, the study's findings are elaborated upon, Microsoft Excel and SPSS software are being used to analyze the data for demographic, descriptive, and hypothesis testing. Cronbach’s Alpha method was used to test the reliability and validity of the questionnaires. The study was used the multiple regression analysis to explore the hypothesis relationships. Chapter 5 provides a conclusion and discussion, addressing research limitations and implications. After identifying and analyzing these factors, the research seeks to provide valuable recommendations for enhancing the quality of educational services and promoting greater satisfaction among Burmese learners in private universities in Bangkok, Thailand.
86 982
Investigating the impact of social media marketing to consumers’ purchase intention in Rosewood Bangkok hotel : a study with moderated value of consumer perceived value
(University of the Thai Chamber of Commerce (UTCC), 2024)
Penghui, Shi
;
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
This paper explores the impact of social media marketing (online advertising, e-word of mouth, social interaction) on consumer purchase intention of the Rosewood Bangkok through the intermediate variables of consumer perceived value. It aims to provide advice, inspiration and direction for Rosewood Bangkok on social media marketing. The data collection and research of this paper were carried out by questionnaire survey and quantitative method, and the relationship between variables was observed by statistical analysis of different data, including reliability and validity, model summary, multiple regression, analysis of variance, KMO and Bartlett's Test, etc. The results show that social media marketing (online advertising, electronic word of mouth, social interaction) has a positive impact on consumer perceived value and consumer purchase intention, and consumer perceived value has a positive impact on consumer hotel purchase intention. Some useful conclusions for Rosewood Bangkok can be drawn from the results of the study. First, there is a huge opportunity for hotels to leverage social media marketing. Through targeted online marketing campaigns highlighting the advantages, values and unique features of Rosewood Bangkok, merchants can increase the attraction of Chinese and Thai consumers and increase their willingness to purchase. Second, after recognizing the impact of social media marketing, hotels should focus on leveraging Rosewood brand awareness in their marketing strategies. Building a solid brand reputation, encouraging positive word of mouth, and motivating satisfied customers to tell their friends and family about their experiences (social interaction and electronic word of mouth) can enhance the perceived value and appeal of Rosewood Bangkok to consumers. Third, it is essential to provide comprehensive information and assistance to consumers. Rosewood Bangkok can showcase its service and product features on various social media platforms and has customer service to actively deal with questions and difficulties raised by relevant consumers, in order to build a good corporate image. To sum up, Rosewood Bangkok can focus on enhancing social media marketing to increase consumer awareness and popularity on social media. By leveraging and implementing social media marketing, this will increase hotel profitability and support hotel word-of-mouth building to succeed in a highly competitive hotel market.
87 873
Investigating the mediating effect of manufacturing performance on the relationship between lean manufacturing practices and sustainability in Thai electronics manufacturing
(University of the Thai Chamber of Commerce (UTCC), 2024)
Francia, Ruben Urriza
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Suthawan Chirapanda Sato
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
The Thai electronics manufacturing sector is a significant contributor to the national economy. However, concerns regarding environmental impact necessitate a shift towards sustainable practices. Lean manufacturing (LM) is widely implemented for efficiency, but its impact on sustainability in Thailand remains unclear. While studies suggest a positive link between LM and sustainability, the underlying mechanisms are underexplored. This research investigates the mediating role of manufacturing performance in this relationship. To examine the relationship between LM practices and sustainability in Thai electronics manufacturing and to investigate the mediating effect of manufacturing performance on this relationship. This quantitative study will employ a survey among Thai electronics manufacturers practicing lean practices. The expected benefits of this study are for Thai electronics manufacturers can identify areas for sustainable LM practices, for the Policymakers can design policies promoting sustainable manufacturing and for the Academics gain knowledge on LM and sustainability in the Thai context.
45 355
Research and analysis on factors influencing Beijing consumers' car purchase intention : taking BYD as an example
(University of the Thai Chamber of Commerce (UTCC), 2024)
Wu, Qiongyu
;
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
In the booming fertile land of the Chinese automobile market, the wave of new energy vehicles is sweeping at an unprecedented speed, and its steady increase in popularity marks the Chinese automobile industry entering a new era of green and low-carbon. BYD, as a shining star in this field, has become a leading enterprise in the domestic new energy vehicle market with its profound technological accumulation and forward-looking market layout, attracting widespread social attention and consumer favor. This study focuses on Beijing, the forefront of China's new energy vehicle promotion, and takes local consumers as specific research objects to deeply analyze the key factors that affect their choice of BYD cars. Through a carefully designed questionnaire survey, we extensively collected first-hand data from respondents from different backgrounds, age groups, and consumption abilities, and used advanced statistical analysis tools to analyze multiple dimensions in detail, including but not limited to brand value, social value, sentiment value, price value, policy value, technological innovation level, and consumer personal preferences. The key to BYD's ability to stand out in fierce market competition lies in its strong brand influence and sustained technological innovation ability. Brand value is one of the important factors that consumers consider when choosing a car. BYD has successfully shaped a high-quality and high-tech brand image through years of market cultivation and reputation accumulation, winning the trust and love of consumers. The level of technological innovation is also the core competitiveness of BYD. Whether it is battery technology, motor drive, or intelligent driving assistance systems, BYD is at the forefront of the industry, providing consumers with a driving experience that exceeds expectations. The government's policy orientation and recognition of social values have also to some extent promoted consumers' Intention to purchase BYD new energy vehicles. The policy level subsidies, relaxation of travel and purchase restrictions, and improvement of charging infrastructure have provided consumers with a more convenient environment for purchasing and using cars. As a synonym for environmental protection and energy conservation, new energy vehicles have increasingly highlighted their social value, further stimulating consumer purchasing enthusiasm. Although price value and sentiment value have an impact on car purchase intention, they are not decisive factors. This indicates that in today's gradually mature new energy vehicle market, consumers are more focused on the actual performance and long-term value of products, rather than just staying at the price level or personal sentiment preferences.Based on the above findings, this study proposes strategic recommendations for BYD and similar enterprises: on the one hand, enterprises should continue to increase R&D investment, continuously improve brand influence and technological innovation level, lead the market with technology, and win consumers with quality; On the other hand, the government should continue to optimize the policy environment and increase support for the new energy vehicle industry, including financial subsidies, tax incentives, infrastructure construction, etc., to provide strong guarantees for the healthy development of the new energy vehicle market. This study not only provides empirical evidence for the marketing strategies of companies such as BYD, but also provides valuable reference for government departments to formulate policies for the new energy vehicle industry.
72 969
Research on the impact of financial sharing, organizational change perception and workplace competency on financial transformation
(University of the Thai Chamber of Commerce (UTCC), 2024)
Anqi, Li
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Li, Li
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International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
This study deeply explores and analyzes the positive effects of financial sharing, organizational change cognition and workplace competence on financial transformation. The study found that the financial sharing model can effectively promote corporate financial transformation, improve process efficiency and organizational structure optimization, reduce costs, and help enterprises upgrade to informatization and digitalization. In this process, employees' organizational change cognition and workplace competence play a key role, while a positive organizational atmosphere enhances the effect of financial sharing. Through literature review and questionnaire survey, this paper verifies the positive impact of financial sharing on financial transformation and reveals the role of organizational change cognition and workplace competence. It provides important theoretical support and practical guidance for enterprises to promote financial sharing and financial transformation in practice. This study suggests that enterprises should attach importance to the implementation of financial sharing, enhance employees' organizational change cognition, and strengthen the cultivation of workplace competence. By formulating a clear strategic positioning of financial sharing, strengthening training and guidance of organizational change, and formulating personalized improvement plans, enterprises can better promote financial transformation, improve financial management level, and thus achieve sustainable development of enterprises. However, this study also has certain limitations. Future research can further explore the dynamic relationship between financial sharing and financial transformation, as well as the interaction of factors such as organizational change cognition and workplace competence in different situations. By continuously improving and expanding the research content, it can better guide enterprises to promote financial transformation in practice and achieve innovation and upgrading of financial management.
598 38
Study on influencing factors of users' intention to use Pinduoduo app in Yunnan province, China
(University of the Thai Chamber of Commerce (UTCC), 2024)
Ting, Li
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Li, Li
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
In recent years, with the mature application of mobile Internet technology and the popularity of intelligent mobile devices, online shopping has become a trend, and PJD has emerged in this context. As one of the mainstream social e-commerce platforms in China, Pinduoduo is committed to providing users with valuable goods and interesting interactive shopping experiences, making "more affordable, more fun" the mainstream of consumers. Exploring consumers' willingness to use PJD Apps and influencing factors is of great guiding significance for the future construction of "Internet +" business model. By using the UTAUT theoretical model, this study constructs the research hypothesis with performance expectation, effort expectation, social influence, contributing conditions, perceived risk and perceived entertainment as the core variables. Samples were collected through questionnaires, and SPSS software was used to conduct an empirical study on the survey results. The results show that: (1) Performance expectation, effort expectation, social influence, facilitating conditions and perceived entertainment have positive effects on users' use of Pinduoduo app; (2) Perceived risk has a significant negative impact on users' willingness to use Pinduoduo app, especially in terms of satisfaction and continuous use. The research results validate the theory of UTAUT, and further expand the application prospect and theoretical value of UTAUT theoretical model in the field of social e-commerce platform. According to the research conclusions, focusing on the characteristics and application of Pinduoduo e-commerce mode, focusing on the core factors affecting users' willingness to use, the paper puts forward three suggestions to improve the software functions, improve the service characteristics of Pinduoduo software, optimize the business model, establish the brand image of Pinduoduo software, and increase the user experience of Pinduoduo software.
51 823
The impact of brand image and brand trust on consumers purchase intention of BYD EV car in Bangkok
(University of the Thai Chamber of Commerce (UTCC), 2024)
Jingyao, Xu
;
Nattapan Buavaraporn
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
This study investigates the influence of brand image and brand trust on consumers' intention to purchase BYD EV cars in Bangkok, Thailand. In this study, brand image was divided into three dimensions, namely corporate image, product/service image and user image, with reference to the Biel model, in order to understand how these factors affect the decision-making process of consumers' purchase intention for BYD EV cars. The research data was collected using a single structured questionnaire, and 289 valid questionnaires were obtained. Through descriptive data analysis of demographic characteristics and frequency distribution, it is known that the main respondents are male (55.6%), of which 48.4% are aged between 30-39, indicating that relatively young consumers have a high acceptance of new energy vehicles. The majority of respondents had a Bachelor's degree or higher, indicating that most of the sample was highly educated. Income levels vary. Cronbach's alpha coefficient was used for reliability analysis and the reliability scores for each dimension were high, indicating internal consistency and within the acceptable research range. Validity analysis ensures that the measured results accurately reflect the structure of interest. Sampling adequacy was verified by KMO measurements, and the Bartlett sphericity test significantly confirmed that the data were suitable for analysis. Correlation analysis is used to check whether there is a significant positive correlation between the independent variables (company image, product/service image, user image, brand trust) and the dependent variable (purchase intention). Meanwhile, multiple regression analysis was used to further determine the relative contribution of the predictors to purchase intention. It is found that the three dimensions of brand image have a impact on consumers' purchase intention, and the impact of product/service image on consumers' purchase intention is much higher than that of company image and user image. Brand trust also has a significant positive effect on consumers' purchase intention, but the effect is still lower than that of product/service image in the three dimensions of brand image. At the same time, the explanatory power of these factors for purchase intention is 43.8%, and there are other factors that are not mentioned. The research results have practical significance for BYD and new energy automobile enterprises. For example, BYD and other new energy automobile manufacturers should strengthen their corporate image, emphasize their brand awareness and industry status in this field, establish a good corporate image, and enhance consumer confidence. Maintain high quality products while focusing on service quality and enterprise research and development capabilities. Build strong brand trust through reliable products and outstanding services to enhance consumer confidence and purchase intentions. This study highlights the importance of good brand image and brand trust in shaping the purchase intention of consumers with new entry technology "EV Car". The results show that marketing strategies that pay attention to these factors can help increase sales. Future research could further explore other factors that influence purchase intentions
211 1047
The impact of corporate social responsibility on brand trust and customer loyalty : a quantitative study on IKEA
(University of the Thai Chamber of Commerce (UTCC), 2024)
Steinarsdottir, Selma Charlotte
;
Nattapan Buavaraporn
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
Recent years have witnessed a significant surge in consumer demand for sustainability, a trend particularly evident in Sweden's proactive pursuit of global sustainability goals. Despite Sweden's esteemed reputation as a sustainable nation, certain areas such as sustainable consumption and climate action necessitate further focus. Surveys conducted in the region consistently underscore Swedes' acute awareness of climate issues and their prioritization of companies' sustainability efforts. In response to this shifting consumer landscape, companies, including the multinational retailer Ikea, have markedly intensified investments in Corporate Social Responsibility (CSR). However, amidst this emphasis on CSR, discrepancies persist between consumer rhetoric around sustainability and their actual shopping behaviors, adding complexity to CSR strategy formulation. The primary objective of this study is to explore the relationship between CSR, Brand Trust, and Customer Loyalty, focusing specifically on Ikea's extensive customer base in Sweden. Additionally, this study seeks to provide insights and recommendations to enhance Ikea's CSR initiatives and their impact on Brand Trust and Customer Loyalty, thereby contributing to the ongoing discourse on CSR and consumer behavior. A comprehensive review of existing literature forms the foundation of this study, providing valuable insights into the dynamics of CSR, Brand Trust, and Customer Loyalty. Scholars such as Abd-El-Salam (2020) and Liu et al. (2019) have highlighted a significant positive correlation between CSR initiatives and Brand Trust. They emphasize the importance of aligning CSR activities with consumer needs and values to foster trust and reliability. However, dissenting perspectives from Gı̇ Lanli and Erdoğan (2022) suggest an indirect linkage between CSR and Brand Trust, mediated by customer satisfaction. Similarly, the relationship between CSR and Customer Loyalty is explored, with findings from Liu et al. (2019) and Abd-El-Salam (2020) indicating an indirect influence through Brand Trust. In contrast, Tran (2022) presents a divergent viewpoint, suggesting a direct impact of CSR on Customer Loyalty, alongside its indirect influence through Brand Trust. Moreover, the interplay between Brand Trust and Customer Loyalty is examined, with scholars emphasizing trust as a foundational element for fostering long-term customer loyalty and retention. The survey, conducted exclusively in English, was distributed via Google Forms on the author's social media platforms and shared in two Swedish Facebook groups focused on interior design. This study utilizes a comprehensive methodology to analyze data and explore the relationships between variables. Descriptive statistics are employed to summarize data effectively, while correlation and regression analyses assess the connections and significance between variables. Process macro analysis evaluates whether Brand Trust acts as a mediator. Data reliability and validity are ensured through an alpha test. In conclusion, this study aims to provide nuanced insights into Ikea's CSR strategy and its implications for Brand Trust and Customer Loyalty. By offering actionable recommendations for enhancement, this research endeavors to contribute significantly to the burgeoning literature on CSR and consumer behavior, particularly within the Swedish.
110 695
The influence of the e-service quality of HongHe University e-library on student satisfaction
(University of the Thai Chamber of Commerce (UTCC), 2024)
Heng, Xie
;
Nattapan Buavaraporn
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
This independent study is to investigate the influence of e-service quality dimensions on student satisfaction among students of HU E-library in HongHe University MengZi. In this study, quantitative method was used, and the questionnaire was designed by using the modified E-S-QUAL model. A total of 286 respondents participated in this research, however only 276 respondents’ data were included in the research because ten respondent’s data were screened out from the survey. The result of the study suggests that e-service quality dimensions, such as web design (sig at 0.000), reliability (sig at 0.000), and responsiveness (sig at 0.000), play important roles in influencing student satisfaction among students of HU E-library. The finding of this study contributes to a better understand of e-service quality dimensions influencing on student satisfaction and identify the key dimensions which have significant influence on student satisfaction of HU E-library, to develop better improvement planning for the organization.
87 899
The mediating effect of trust on the relationship between eWOM and customer purchase intention on Shopee in Thailand
(University of the Thai Chamber of Commerce (UTCC), 2024)
Yanjie, Tan
;
;
International Business
;
University of the Thai Chamber of Commerce. International Business
;
University of the Thai Chamber of Commerce. International School of Management
The purpose of this study is to investigate the impact of eWOM on the purchase intention of Shopee customers in Thailand. This study was inspired by theS-O-R (Stimulus-Organism-Response) model, and constructed the research model of "eWOM (quantity, quality, credibility and usefulness)-Trust-Purchase Intention". Four eWOM characteristics, quantity, quality, credibility and usefulness were selected as independent variables, while trust was the mediating variable and purchase intention was the dependent variable. In this study, the questionnaire method was used to conduct an online questionnaire survey of customers who have Shopee experience in Thailand. A total of 250 data were collected. This study is a quantitative method based on Structural Equation Modeling (SEM) and the hypotheses were tested using Smart PLS. The results of the study showed that eWOM quality, eWOM credibility and eWOM usefulness have a significant positive affect on trust, eWOM quantity no have a significant positive affect on trust significantly affects purchase intention. Moreover, trust mediates between eWOM quality, eWOM credibility, eWOM usefulness and purchase intention.
142 813

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