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Salience, Trading Volume And 52-Week High Effects On Stock Returns: Evidence From Thai Stock Market, Tonnsaai Anantrechai
Salience, Trading Volume And 52-Week High Effects On Stock Returns: Evidence From Thai Stock Market, Tonnsaai Anantrechai
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study examines the interaction between salience effects and the 52-week high phenomenon in the Thai stock market, with particular attention to the mediating role of trading volume. Using data from SET100 constituents spanning May 2005 to December 2024, we employ the salience measure developed by Bordalo et al. (2012) and Cosemans and Frehen (2021) to investigate whether stocks with salient payoffs exhibit different return patterns when approaching their 52-week highs. Following Lin (2024), we test whether abnormal trading volume amplifies these behavioral effects. Our findings reveal a notable discrepancy: while historical portfolio sorts show extreme return differentials between salience …
Passengers’ Perceptions, Attitudes, And Willingness To Fly With Southeast Asian Low-Cost Carriers During Routine Disruption Communication, Aqilah Filzah Binti Ahmad Ridwan
Passengers’ Perceptions, Attitudes, And Willingness To Fly With Southeast Asian Low-Cost Carriers During Routine Disruption Communication, Aqilah Filzah Binti Ahmad Ridwan
Chulalongkorn University Theses and Dissertations (Chula ETD)
The objective of this research was to examine how passengers perceive crisis communication during routine operational disruptions (RODs) within Southeast Asian low-cost carriers (LCCs), and to determine whether perceived communication quality predicts passenger attitudes and willingness to fly. This study also aimed to assess the relationship between passengers’ attitudes toward airlines’ disruption management and their subsequent willingness to fly after experiencing RODs. A total of 201 respondents who had previously flown with LCCs completed an online self-administered questionnaire. Simple linear regression analyses revealed that perceived crisis communication had a significant positive effect on passengers’ attitudes toward disruption management. Attitude, in …
The Role Of Food Influencers On Consumer Attitudes And Purchase Intention Towards Local Food And Beverage Brands In Myanmar Amid Foreign Product Scarcity, Ei Phyu Phyu Khaing
The Role Of Food Influencers On Consumer Attitudes And Purchase Intention Towards Local Food And Beverage Brands In Myanmar Amid Foreign Product Scarcity, Ei Phyu Phyu Khaing
Chulalongkorn University Theses and Dissertations (Chula ETD)
This qualitative study examines the role of food influencers in shaping consumer attitudes and purchase intentions toward local food and beverage (F&B) brands in Myanmar during a period of foreign product scarcity. Framed by influencer marketing strategy, framing theory, and the source credibility model, the research explores how influencers navigate authenticity, credibility, and identity while promoting domestic brands amid the “empty void” left by the scarcity of foreign products. Using purposive sampling, semi-structured in-depth interviews were conducted with five Myanmar-based food influencers active on Facebook and Tik Tok. Thematic analysis revealed that influencers strategically construct authenticity through personal brand alignment, …
The Influence Of Seventeen As A Celebrity Endorser On Brand Attitude And Purchase Intention Toward Indomilk Products In Indonesia, Francesca Diva Rachmaputri
The Influence Of Seventeen As A Celebrity Endorser On Brand Attitude And Purchase Intention Toward Indomilk Products In Indonesia, Francesca Diva Rachmaputri
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study aims to examine the influence of the K-pop group SEVENTEEN as celebrity endorsers on consumers’ brand attitudes and purchase intentions toward Indomilk among Indonesian consumers. A quantitative survey was conducted with 266 respondents who were familiar with both SEVENTEEN and the campaign. The results indicate that the credibility of SEVENTEEN significantly affects consumers’ brand attitudes, with trustworthiness and attractiveness being the most influential dimensions. Moreover, consumers’ brand attitudes significantly impact their purchase intentions. The findings demonstrate the effectiveness of using K-pop artists to influence consumer behavior and highlight the importance of selecting highly credible endorsers to enhance the …
The Influence Of Social Media Influencer Credibility On Chinese Gen Z’S Attitude And Travel Intentions Toward Thailand, Haijing Shen
The Influence Of Social Media Influencer Credibility On Chinese Gen Z’S Attitude And Travel Intentions Toward Thailand, Haijing Shen
Chulalongkorn University Theses and Dissertations (Chula ETD)
This research uses Stimulus-Organism-Response model and source credibility framework to examine the influence of social media influencer perceived credibility on Chinese Gen Z’s attitude and travel intention toward Thailand after Wang Xing kidnapping crisis. Via utilizing Pearson correlation coefficient and Regression analysis to analyze the data collected by an online survey with 277 respondents as valid sample size, the perceived credibility of social media influencers, especially perceived trustworthiness, has significant influence on affecting Chinese Gen Z’s attitude. Meanwhile, attitude is the strongest factor on influencing Chinese Gen Z’s intention. Noticeably, the result is indicating the mediating role of attitude between …
The Influence Of Butterbear Mascot Attractiveness On Brand Attitude, Huyen Phuong Do
The Influence Of Butterbear Mascot Attractiveness On Brand Attitude, Huyen Phuong Do
Chulalongkorn University Theses and Dissertations (Chula ETD)
This research examines the influence of mascot’s perceived attractiveness on the brand attitude towards Butterbear. Data were collected via online survey from 220 male and female respondents (aged 18-26) residing in Bangkok, who had been exposed to content from Butterbear brand within the past three months. Overall, participants perceived Butterbear mascot as highly attractive (M = 4.39) and reported positive attitudes towards the Butterbear brand (M = 4.30). Furthermore, the findings revealed that all six dimensions underlying mascot attractiveness (Brand Impact, Brand Expertise, Mascot Uniqueness, Mascot Anthropomorphism, Mascot Intimacy, and Mascot Consistency) showed statistically significant correlations with the brand attitude. …
Social Media Use And Personal Branding Identity Of Myanmar Freelancers, Lin Htet Thway
Social Media Use And Personal Branding Identity Of Myanmar Freelancers, Lin Htet Thway
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study examined social media use, self-expression, professionalism, self-efficacy, self-disclosure, and personal branding identity among Myanmar freelancers, and investigated how these factors influence their personal branding identity on social media. An online survey of 200 freelancers aged 18 to 45 years was conducted. Respondents reported high levels of social media use (M = 4.07), self-expression (M = 4.13), professionalism (M = 4.16), self-efficacy (M = 4.17), personal branding identity (M = 4.30), and a moderately high level of self-disclosure (M = 3.95). Regression results showed that the five variables together explained 24.4 percent of the variance in personal branding identity …
The Influence Of Short-Video Content Marketing On Chinese Consumers' Perceived Value And Usage Intention On Duolingo Brand, Meitong Li
Chulalongkorn University Theses and Dissertations (Chula ETD)
The objective of this research was to examine how short-video content marketing on Douyin platform influences Chinese Generation Z consumers’ perceived value of Duolingo and their intention to continue using the application. A total of 252 respondents aged between 18 and 29 years old, who had used Douyin in the past three months and viewed Duolingo’s short-video content at least three times in the last month, completed an online questionnaire survey. The study reveals that all three dimensions of short-video content marketing (i.e. entertaining content, functional content, and social-interactive content) significantly influenced consumers’ perceived value, with social-interactive content demonstrating the …
The Influence Of Social Media Advertising Features On Brand Engagement And Purchase Intention Towards Local Cosmetic Brands In Vietnam, Ngoc Khanh Linh Tran
The Influence Of Social Media Advertising Features On Brand Engagement And Purchase Intention Towards Local Cosmetic Brands In Vietnam, Ngoc Khanh Linh Tran
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study investigates the effects of social media advertising features on brand engagement and purchase intention for local cosmetic products among Vietnamese Gen Z consumers. Data were collected through an online survey from 211 Vietnamese respondents aged 18–28 who follow and have been exposed to local cosmetic brand advertising on social media. The results indicate that social media advertising features significantly influence brand engagement, with informativeness being the most influential factor, and brand engagement positively affects purchase intention. These findings highlight the importance of well-designed social media advertising features in enhancing brand engagement and increasing purchase intention within Vietnam’s cosmetic …
Vietnamese Gen Z'S Perception Of National Brand Identity Through Cộng Cà Phê Packaging Design, Ngoc Thao Chi Nguyen
Vietnamese Gen Z'S Perception Of National Brand Identity Through Cộng Cà Phê Packaging Design, Ngoc Thao Chi Nguyen
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study examined how Vietnamese Gen Z perceive national brand identity expressed through Cộng Cà Phê's packaging design. Through online questionnaires, 247 Gen Z respondents aged 18-27 evaluated the packaging design across four dimensions: cognition, emotion, language, and action. Results showed strong recognition of cultural design elements, particularly the color palette and retro typography that reference Vietnam's subsidy era. Emotionally, the packaging evoked national pride in Vietnamese identity among respondents. Linguistically, participants rated the design as highly authentic in conveying national character. Behaviorally, many respondents indicated they would choose Cộng Cà Phê to introduce Vietnamese coffee culture to international friends. …
The Perceived Brand Identity, Value, And Expectations Of Philippine Tourism Among Filipino And International Travelers, Ram Cartney Del Rosario Cortez
The Perceived Brand Identity, Value, And Expectations Of Philippine Tourism Among Filipino And International Travelers, Ram Cartney Del Rosario Cortez
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study examines the perceived brand identity, perceived value, and overall expectations of Philippines tourism among two key segments—domestic (Filipino) and international (non-Filipino) travelers. The research employed a total of twenty (20) in-depth interviews with 10 participants each for the two segments, and data were analyzed through thematic analysis. Customer-Based Brand Equity Model, Price-Perceived Quality-Value Framework, and Model of Destination Image Formation were the focused theories employed. Findings show a shared core image of the Philippines as a nature-led tropical destination anchored in warm Filipino hospitality for both groups. However, these positive associations are met with conditional expectations—domestic travelers heavily …
The Influence Of Consumption Values On Purchase Intention For Sustainable Fashion Products, Ruochen Liao
The Influence Of Consumption Values On Purchase Intention For Sustainable Fashion Products, Ruochen Liao
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study investigates five consumption values, namely functional, social, emotional, epistemic, and ethical value, along with attitude toward buying sustainable fashion products, subjective norms, perceived behavioral control, and purchase intention. It further examines how consumption values shape attitude toward buying sustainable fashion products, subjective norms, and perceived behavioral control, and how these three constructs subsequently influence purchase intention. Data were collected via online survey from 269 Chinese respondents aged between 18 to 44 years old who had purchased at least one sustainable fashion product within the last six months. Overall, respondents showed positive evaluations of sustainable fashion, reporting high consumption …
Social Media Acceptance Among Myanmar Migrants In Thailand, Thet Myat Noe Thu
Social Media Acceptance Among Myanmar Migrants In Thailand, Thet Myat Noe Thu
Chulalongkorn University Theses and Dissertations (Chula ETD)
The objectives of this research are to examine the acceptance of social media, Facebook in particular, among Myanmar migrant workers in Thailand by applying the Technology Acceptance Model (TAM). Specifically, the study investigates five key variables, namely perceived usefulness (PU), perceived ease of use (PE), attitude toward usage (ATU), trustworthiness (TW), and intention to continue using (INT), and their interrelationships. Data were collected through a self-administered online and personal survey from 236 Myanmar migrants aged between 20 to 45 years old, who have been residing in Thailand for at least one year and actively using Facebook for a minimum of …
Chinese Audiences' Perceptions And Responses To Crisis Communication In Thai Romantic Drama Series, Xiaoyun Ying
Chinese Audiences' Perceptions And Responses To Crisis Communication In Thai Romantic Drama Series, Xiaoyun Ying
Chulalongkorn University Theses and Dissertations (Chula ETD)
The study was to explore Chinese audiences’ perceptions, attitudes, and behavioral intentions toward crisis response strategies in Thai Boys’ Love (BL) romantic drama series. A quantitative approach was employed using an online survey with 200 respondents who are Chinese, living outside mainland China, aged 18-45, and have watched Thai BL series at least once in the last three months. The results indicated that the overall level of respondents’ perceptions is moderate (M = 4.23) toward crisis response strategies. Additionally, the level of respondents’ perceptions is moderate to high to trust the organization and view the information as credible and transparent …
Peripheral Rebels: Western-Derived Symbols Of Resistance In Thai And Colombian Films About Male Youth Subculture, Andres David Garcia Suarez
Peripheral Rebels: Western-Derived Symbols Of Resistance In Thai And Colombian Films About Male Youth Subculture, Andres David Garcia Suarez
Chulalongkorn University Theses and Dissertations (Chula ETD)
This paper examines how Thai and Colombian films portrays marginalized male youth reworking Western countercultural symbols as forms of empowerment and resistance. Focusing on Nonzee Nimibutr’s Dang Bireley’s and Young Gangsters (1997) and Víctor Gaviria’s Rodrigo D: No Future (1990), it examines how Thai gangsters in 1950s Bangkok and Colombian punks in 1980s Medellín confront structural violence and generational alienation through the rearticulation of American rock and roll and British punk. Drawing on Homi K.Bhabha´s notion of cultural resignification, García Canclini´s theory of cultural hybridization, and Theodor Roszak´s understanding of counterculture, this paper analyzes how both films depict the adoption …
The Key Factors Of Thai Traditional Cultural Festivals That Attract International Tourists : The Case Of Songkran Festival, Jieyi Chen
Chulalongkorn University Theses and Dissertations (Chula ETD)
AbstractThis study focuses on traditional cultural festivals in Thailand, particularly Songkran, to examine the key factors that attract international tourists and analyze the uniqueness and appeal of Thai culture. Findings indicate that authenticity, participatory experiences, festive atmosphere, and symbolic rituals are essential elements that attract tourists. However, challenges such as the risk of over-commercialization, uneven international promotion, and issues of cultural preservation remain. By adopting literature analysis and case study methods, this research investigates these key factors and the potential for future development, including the international influence of Thai traditional festivals and their contributions to local tourism development and the …
Perceptions And Localization Of The Chinese New Year : A Case Study Of Celebrations In Bangkok, Liqian Peng
Perceptions And Localization Of The Chinese New Year : A Case Study Of Celebrations In Bangkok, Liqian Peng
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study investigates how Chinese residents in Bangkok perceive the preservation and localization of Chinese New Year (CNY) celebrations, focusing on how traditional heritage and adaptive practices coexist in a multicultural environment. A total of 226 valid questionnaires were analyzed from participants who celebrated the 2025 CNY in Bangkok. Results across five perception dimensions—traditional practice, cultural pride, community status, localization acceptance, and cultural identity—show that respondents generally hold moderately positive attitudes toward both traditional and localized elements of the festival. Participants express strong attachment to rituals such as family reunions, ancestral offerings, and lion or dragon dances, underscoring the continued …
How To Transform The Concertgoers To The City Explorers:The Case Study Of Jincheng Rock Music Festival, Ruiling Liu
How To Transform The Concertgoers To The City Explorers:The Case Study Of Jincheng Rock Music Festival, Ruiling Liu
Chulalongkorn University Theses and Dissertations (Chula ETD)
Music festivals are recognized as key drivers of local tourism and cultural engagement. They offer immersive cultural experiences and stimulate local economies, but attendees often focus mainly on the event itself. This study examines how to convert festival audiences into “city explorers” at the Jincheng Rock Music Festival, addressing attendee perceptions and post-event tourism. We collected public comments from Douyin and Xiaohongshu (leading Chinese social media platforms) and applied text-mining techniques (sentiment analysis and topic modeling) to analyze thousands of comments. After cleaning the data, we extracted key topics (transportation, lodging, local attractions) and quantified sentiment polarity to identify audience …
L1 Chinese Learners’ Interlanguage Of English Infinitive And Gerund Verbal Complements, Sixin Qin
L1 Chinese Learners’ Interlanguage Of English Infinitive And Gerund Verbal Complements, Sixin Qin
Chulalongkorn University Theses and Dissertations (Chula ETD)
This research, following the Interlanguage Hypothesis (Selinker, 1972), examined L1 Chinese learners’ interlanguage of English infinitive and gerund constructions and probed into the psycholinguistic factors influencing the development of their interlanguage. The targeted verbs were verbs that can be followed by both infinitive and gerund complements, depending on the contexts, i.e., forget, remember, stop, and regret. A guided story oral production (GSOP) task and a semi-structured interview were conducted individually with 31 L1 Chinese learners, whose English proficiency was at an intermediate level. The results showcased that L1 Chinese learners’ interlanguage of English infinitives and gerunds was motivated by multiple …
Exploring Social Issues In And The Reception Of The Thai Television Series The Gifted, Siyu Liang
Exploring Social Issues In And The Reception Of The Thai Television Series The Gifted, Siyu Liang
Chulalongkorn University Theses and Dissertations (Chula ETD)
This research explores the Thai television series The Gifted (GMMTV, 2018) as a cultural text that reflects the power dynamics and social inequalities embedded in Thailand’s educational system. Drawing on Michel Foucault’s concept of disciplinary power, the research examines how the series portrays mechanisms of control, compliance, and resistance within a hierarchical school environment. Textual analysis is complemented by a reception study of audience responses collected from YouTube, IMDb, and MyDramaList, revealing how viewers interpret and emotionally engage with the drama’s social implications. The findings suggest that The Gifted functions not only as youth entertainment but also as a critique …
Unlocking Hanoi's Lgbtiq+ Tourism Potential : A Supply-Side And Stakeholder Analysis, Thu Ha Phan
Unlocking Hanoi's Lgbtiq+ Tourism Potential : A Supply-Side And Stakeholder Analysis, Thu Ha Phan
Chulalongkorn University Theses and Dissertations (Chula ETD)
The niche LGBTIQ tourism is a high-spending segment in the global tourism market, opening new opportunities for welcoming destinations that possess existing LGBTIQ-related resources, such as Hanoi. However, LGBTIQ tourism in Hanoi is still underrecognized, understudied, and seriously lacks a tool for potential assessment. This research aims to assess Hanoi’s potential for LGBTIQ tourism development, utilizing three main pillars: Resource Availability, Demand Alignment, and Stakeholder Potential. The objective is to gain a comprehensive understanding of the strengths and weaknesses of this tourism landscape and provide recommendations for systematic development. Through interviewing seven key supply-side stakeholders in the field, this research …
Emotional Translation Mechanisms Of Cultural Brands In The Digital Era : The Ft Rose Case Study, Xia Gao
Emotional Translation Mechanisms Of Cultural Brands In The Digital Era : The Ft Rose Case Study, Xia Gao
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study explores the emotional disconnect between cultural heritage brands and Gen Z users in the digital environment, seeking to create online emotional connection without compromising the abundant cultural legacy. Focusing on the FT Rose brand, firmly established in Qiang culture and unique rose advantages, it utilizes digital ethnography, interviews, and grounded theory. The Emotional-Digital Misalignment (EDM) model pinpoints four primary disconnects: aesthetic, emotional tone, narrative, and platform grammar. The study hereby recommends the E-STP model for Gen Z users’ emotional segmentation with a package of strategies, the ESR model for emotional social responsibility, and the ESM model for emotional …
A Comparative Study On The Development Of "Meditation Tourism"; Putuo Mountain In Zhejiang, China & Suthep In Chiang Mai, Thailand, Xingyu Liu
Chulalongkorn University Theses and Dissertations (Chula ETD)
AbstractThis study uses Mount Putuo in Zhejiang, China, and Mount Doi Suthep in Chiang Mai, Thailand, as case studies to compare and analyze the development models, cultural connotations, and tourist experiences of "meditation tourism" in the two countries. The research aims to explore the resource composition, development path, and the tension between commercialization and sacredness faced by meditation tourism within the context of Buddhist culture.The study finds significant differences between meditation tourism in China and Thailand: Mount Putuo adopts a "government-led, standardized management" model, while Mount Doi Suthep follows a "community self-governance, natural development" path. Regarding commercialization, tourist acceptance does …
Immersive Theatre And Cultural-Tourism Integration In China : A Case Study Of “Only Henan”, Yao Li
Immersive Theatre And Cultural-Tourism Integration In China : A Case Study Of “Only Henan”, Yao Li
Chulalongkorn University Theses and Dissertations (Chula ETD)
This paper examines the developmental context, stage characteristics, and shortcomings of “Only Henan: The Dramatic Fantasy City”, immersive theater in China through literature review, case analysis, and online text analysis. Research findings indicate that Only Henan achieves strong audience immersion and cultural dissemination through its narrative construction, spatial design, and operational model. However, it still faces issues such as insufficient textual depth, spatial homogenization, and a lack of industry standards. The study concludes that the sustainable development of China's immersive theater requires striking a balance between cultural expression, audience interaction, and industrial standardization to achieve dual enhancement of artistic and …
Museums In The Digital Age : Social Media At The Bangkok National Museum, Yueling Lan
Museums In The Digital Age : Social Media At The Bangkok National Museum, Yueling Lan
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study examines the social media communication strategies of the Bangkok National Museum (BNM) and evaluates their effectiveness in engaging Chinese audiences within a “producer–consumer” framework. Employing a mixed-methods design, the research integrates a questionnaire survey of 200 Chinese respondents with a semi-structured interview with the Museum Director. Quantitative results show that audiences hold highly positive cognitive and emotional evaluations of BNM’s Facebook and Instagram content, particularly its educational and cultural value; however, behavioral intentions, including interaction, recommendation, and cultural product purchase, remain comparatively low. Regression analysis further indicates that emotional resonance and brand perception, rather than knowledge acquisition alone, …
The Integration Of Intangible Cultural Heritage And Cultural Tourism : A Case Study Of Traditional Thai Massage, Yuhan He
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study examines how intangible cultural heritage (ICH) integrates into cultural tourism through the case of traditional Thai massage. Employing qualitative methods in using interviews and field observations, it delves into Chinese tourists' motivations, perceptions, and authenticity evaluations. Findings reveal tourists are driven by multiple factors—psychological escape, physical recovery, health consciousness—while strongly attracted by UNESCO heritage status and ritualized spaces. Results indicate tourists often transition from seeking relaxation to experiencing cultural immersion and embodied learning, highlighting Thai massage's dual function as both a health practice and cultural expression. Despite prioritizing authenticity, participants accept moderate modern adaptations. Concerns over commercialization and …
Storytelling In Traditional Ips And Consumer Engagement : A Case Study Of Blackmyth:Wukong, Yuqing Liu
Storytelling In Traditional Ips And Consumer Engagement : A Case Study Of Blackmyth:Wukong, Yuqing Liu
Chulalongkorn University Theses and Dissertations (Chula ETD)
This study investigates how storytelling elements within a traditional cultural intellectual property (IP) drive consumer engagement in the global context. Using Black Myth: Wukong—a modern adaptation of Journey to the West—as the central case, the research examines how plot, character, and verisimilitude influence the cognitive, emotional, and behavioral dimensions of player engagement.A hybrid thematic analysis of 431 comments from Bilibili and YouTube reveals that narrative components activate engagement through distinct mechanisms: plot induces a cognitive–affective–behavioral loop, characters trigger emotional–behavioral transformation, and verisimilitude creates a cognition–behavior bridge. Crucially, cultural background moderates these processes. Chinese players engage through cultural proximity, collective memory, …
ผลของกลุ่มการปรึกษาเชิงจิตวิทยาแนวปัญญาพฤติกรรมนิยมต่อการกํากับอารมณ์ในผู้ใหญ่วัยเริ่มที่มีอาการออทิสติก, กนกนาฎ โค้วอารีย์
ผลของกลุ่มการปรึกษาเชิงจิตวิทยาแนวปัญญาพฤติกรรมนิยมต่อการกํากับอารมณ์ในผู้ใหญ่วัยเริ่มที่มีอาการออทิสติก, กนกนาฎ โค้วอารีย์
Chulalongkorn University Theses and Dissertations (Chula ETD)
การวิจัยครั้งนี้เป็นการวิจัยกึ่งทดลองโดยมีวัตถุประสงค์เพื่อศึกษาผลของกลุ่มการปรึกษาเชิงจิตวิทยาแนวปัญญาพฤติกรรมนิยมต่อการกำกับอารมณ์ในผู้ใหญ่วัยเริ่มที่มีอาการออทิสติก กลุ่มตัวอย่างเป็นบุคคลที่ได้รับการยืนยันจากหน่วยงานที่เกี่ยวข้องว่ามีอาการออทิสติก กลุ่มตัวอย่างมีอายุ 18 – 29 ปี มีคะแนนการกำกับอารมณ์ทางความคิดด้านที่เหมาะสมตามเกณฑ์คัดเข้า โดยมีจำนวนทั้งสิ้น 20 คน แบ่งเป็นกลุ่มทดลอง 10 คน และกลุ่มควบคุม 10 คน กลุ่มทดลองเข้ากลุ่มการปรึกษากลุ่มเชิงจิตวิทยาแนวปัญญาพฤติกรรมนิยมเพื่อเสริมสร้างการกำกับอารมณ์ทางบวกรวม 8 ครั้งๆ ละ 90 นาที และทั้งสองกลุ่มตอบแบบสอบถามการกำกับอารมณ์ทางความคิดก่อนและหลังการเข้าร่วมการวิจัย เพื่อทดสอบสมมติฐานว่ากลุ่มทดลองมีคะแนนการกำกับอารมณ์ด้านที่เหมาะสมในช่วงหลังการทดลองเพิ่มขึ้นอย่างมีนัยสำคัญทางสถิติ และในช่วงหลังการทดลองนี้ กลุ่มทดลองมีคะแนนการกำกับอารมณ์ด้านที่เหมาะสมสูงกว่ากลุ่มควบคุมอย่างมีนัยสำคัญทางสถิติ ผลการวิจัยสนับสนุนผลการศึกษาที่วางไว้ กล่าวคือภายหลังการเข้ากลุ่มการปรึกษาเชิงจิตวิทยาแนวทางปัญญาพฤติกรรมนิยม กลุ่มทดลองมีคะแนนการกำกับอารมณ์ด้านที่เหมาะสมเพิ่ม ขึ้นกว่าก่อนการทดลองอย่างมีนัยสำคัญทางสถิติ (t(9) = 2.87, p = .009) และภายหลังการเข้ากลุ่ม กลุ่มทดลองมีคะแนนการกำกับอารมณ์ทางความคิดด้านที่เหมาะสมสูงกว่ากลุ่มควบคุม อย่างมีนัยสำคัญทางสถิติที่ระดับ .05 (t(18) = 2.31, p < .05)
ความสัมพันธ์ระหว่างการกีดกันในที่ทำงานกับความตั้งใจลาออก โดยมีความเป็นส่วนหนึ่งในที่ทำงานเป็นตัวแปรส่งผ่านและความต้องการพื้นฐานด้านการเป็นส่วนหนึ่งเป็นตัวแปรกำกับ, กุลสตรี ภูชงค์
Chulalongkorn University Theses and Dissertations (Chula ETD)
การวิจัยในครั้งนี้มีวัตถุประสงค์เพื่อศึกษาความสัมพันธ์ระหว่างการถูกกีดกันทางสังคมกับความตั้งใจจะลาออก โดยศึกษาบทบาทการเป็นตัวแปรส่งผ่านของความรู้สึกเป็นส่วนหนึ่งในที่ทำงาน และบทบาทการเป็นตัวแปรกำกับของความต้องการพื้นฐานด้านการเป็นส่วนหนึ่งในกลุ่ม กลุ่มตัวอย่างคือผู้ที่ทำงานในองค์กรปัจจุบันเกิน 6 เดือน จำนวน 262 คน ตอบแบบสอบถามออนไลน์วัดตัวแปรทั้งสี่ตัวแปร ผู้วิจัยวิเคราะห์ข้อมูลเพื่อทดสอบสมมติฐานด้วยโมเดลการส่งผ่านที่ถูกกำกับ (Moderated mediation model) โดยใส่ตัวแปรอายุซึ่งสัมพันธ์กับความตั้งใจลาออกเป็นตัวแปรควบคุมในการวิเคราะห์ ผลพบว่าหลังจากควบคุมตัวแปรอายุแล้ว การถูกกีดกันในที่ทำงานมีความสัมพันธ์กับความตั้งใจลาออก โดยการรับรู้ความเป็นส่วนหนึ่งในที่ทำงานเป็นตัวส่งผ่านความสัมพันธ์นี้ ส่วนความต้องการพื้นฐานด้านการเป็นส่วนหนึ่งในกลุ่มเป็นตัวแปรกำกับความสัมพันธ์ระหว่างการถูกกีดกันในที่ทำงานกับการรับรู้ความเป็นส่วนหนึ่งในที่ทำงาน แต่ไม่ได้กำกับความสัมพันธ์ของการถูกกีดกันในที่ทำงานกับความตั้งใจลาออก และความสัมพันธ์ระหว่างการรับรู้ความเป็นส่วนหนึ่งกับความตั้งใจลาออก
ความสัมพันธ์ระหว่างความทุ่มเทในการทำงาน ความมุ่งมั่นต่องานมากเกินไป ความกดดันจากทางไกลในที่ทำงาน และสุขภาวะที่ดีของพนักงาน โดยมีการทำงานนอกเวลางานเป็นตัวแปรส่งผ่าน, จีระนุช รัชโพธิ์
Chulalongkorn University Theses and Dissertations (Chula ETD)
การทำงานนอกเวลางาน (Leaveism) หมายถึงการที่พนักงานใช้วันลา เวลาส่วนตัว หรือช่วงเวลานอกเหนือจากเวลาทำงานปกติในการปฏิบัติงาน ซึ่งอาจส่งผลต่อสุขภาวะของพนักงาน งานวิจัยนี้มุ่งศึกษาอิทธิพลของความทุ่มเทในการทำงาน ความมุ่งมั่นต่องานมากเกินไป และความกดดันจากทางไกลในที่ทำงาน ต่อสุขภาวะที่ดีของพนักงาน โดยมีการทำงานนอกเวลางานเป็นตัวแปรส่งผ่าน การเก็บข้อมูลทำโดยใช้แบบสอบถามกับพนักงานบริษัทเอกชนในประเทศไทย จำนวน 199 คน ซึ่งมีชั่วโมงการทำงานตามสัญญาที่ชัดเจน ครอบคลุมตั้งแต่ระดับปฏิบัติการจนถึงระดับผู้บริหารระดับกลาง ผลการวิจัยพบว่า การทำงานนอกเวลางานไม่มีความสัมพันธ์อย่างมีนัยสำคัญทางสถิติต่อสุขภาวะที่ดีของพนักงาน (β = –.043, p = .520) อย่างไรก็ตาม ความทุ่มเทในการทำงานและความมุ่งมั่นต่องานมากเกินไปมีความสัมพันธ์ทางบวกกับการทำงานนอกเวลางานอย่างมีนัยสำคัญทางสถิติ (β = .364, p < .01; β = .603, p < .001) ขณะที่ความกดดันจากทางไกลในที่ทำงานไม่พบความสัมพันธ์ดังกล่าว (β = –.065, p = .197) การทดสอบตัวแปรส่งพบว่า ความทุ่มเทในการทำงานและความมุ่งมั่นต่องานมากเกินไปมีอิทธิพลทางตรงต่อสุขภาวะที่ดีของพนักงานโดยไม่ผ่านการทำงานนอกเวลางาน ในขณะที่ความกดดันจากทางไกลในที่ทำงานไม่มีอิทธิพลทางตรงต่อสุขภาวะที่ดีของพนักงาน โดยค่าผลทั้งหมดมีช่วงความเชื่อมั่นที่คร่อมศูนย์ ได้แก่ a1b = –.0155, a2b = –.0258, และ a3b = –.0035 จากผลการวิจัยสะท้อนให้เห็นว่าปัจจัยเชิงพฤติกรรมของพนักงาน เช่น ความทุ่มเทและความมุ่งมั่นเกินพอดี มีบทบาทต่อสุขภาวะมากกว่าพฤติกรรมการทำงานนอกเวลางานโดยตรง องค์การจึงควรพิจารณาออกแบบกลยุทธ์การดูแลพนักงาน ผ่านการออกแบบนโยบายหรือแนวทางปฏิบัติที่ส่งเสริมสุขภาวะของพนักงานให้ครอบคลุมปัจจัยเชิงพฤติกรรมเหล่านี้มากขึ้น