ISM: Independent Studies

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

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Browsing ISM: Independent Studies by Subject "Consumer behavior -- Thailand"

Now showing 1 - 3 of 3
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    Publication
    An empirical study on e-service quality influencing customer satisfaction among foreign users of Lazada in Thailand
    (University of the Thai Chamber of Commerce, 2023)
    Tun Tun Oo.
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    University of the Thai Chamber of Commerce. International Business Management.
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    University of the Thai Chamber of Commerce. International School of Management.
    This independent study is to investigate the influence of service quality dimensions on customer satisfaction among foreign users of Lazada in Thailand. In this study, quantitative method was used, and the questionnaire was designed by using the modified ESERVQUAL model. A total of 161 respondents participated in this research, however only 153 respondents’ data were included in the research because eight respondent’s data were screened out from the survey. The result of the study suggests that e-service quality dimensions, such as efficiency (sig at 0.00), availability (sig at 0.01), fulfillment/reliability (sig at 0.01), responsiveness (sig at 0.00), and compensation (sig at 0.00), play important roles in influencing customer satisfaction among foreign users of Lazada. The finding of this study contributes to a better understand of e-service quality dimensions influencing on customer satisfaction and identify the key dimensions which have significant impacts on customer satisfaction of LAZADA, to develop better strategic planning for the organization.
      403  2030
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    Publication
    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
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    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  1120
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    Publication
    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
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    International Business
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    University of the Thai Chamber of Commerce. International Business
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    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.
      140  786