Open Access. Powered by Scholars. Published by Universities.®

Digital Commons Network™

Open Access. Powered by Scholars. Published by Universities.®

2019

Discipline
Institution
Keyword
Publication
Publication Type
File Type

Articles 28651 - 28680 of 30800

Full-Text Articles in Entire DC Network

ทัศนคติ ความพึงพอใจ และแนวโน้มพฤติกรรมของผู้บริโภคต่อการให้บริการตลาดกลางพาณิชย์อิเล็กทรอนิกส์ระหว่างผู้บริโภคกับผู้บริโภค (C2c), ไวยกรณ์ จริตไวทย์ Jan 2019

ทัศนคติ ความพึงพอใจ และแนวโน้มพฤติกรรมของผู้บริโภคต่อการให้บริการตลาดกลางพาณิชย์อิเล็กทรอนิกส์ระหว่างผู้บริโภคกับผู้บริโภค (C2c), ไวยกรณ์ จริตไวทย์

Chulalongkorn University Theses and Dissertations (Chula ETD)

การวิจัยนี้มีวัตถุประสงค์เพื่อศึกษาตัวแปรพยากรณ์ที่ส่งผลต่อความตั้งใจซื้อของผู้บริโภคต่อการให้บริการตลาดกลางพาณิชย์อิเล็กทรอนิกส์ระหว่างผู้บริโภคกับผู้บริโภค (C2C) โดยมีปัจจัยที่ใช้ศึกษา 3 ปัจจัย ได้แก่ 1. ทัศนคติต่อการสื่อสารตลาดแบบบูรณาการ (IMC) 2. ความพึงพอใจต่อบริการหลังการขาย และ 3. การมีส่วนร่วมของผู้บริโภค โดยใช้วิธีการวิจัยเชิงสำรวจด้วยการเก็บข้อมูลแบบสอบถามออนไลน์ กับกลุ่มตัวอย่างอายุระหว่าง 25-49 ปี เป็นผู้เคยซื้อสินค้าออนไลน์จากผู้ขายรายย่อยผ่านผู้ให้บริการตลาดกลางพาณิชย์อิเล็กทรอนิกส์ จำนวน 400 คน วิเคราะห์ข้อมูลด้วยวิธีการถดถอยเชิงพหุคูณ (Multiple Regression Analysis) แบบการเลือกตัวแปรโดยวิธีเพิ่มตัวแปรอิสระแบบขั้นตอน (Stepwise Regression) ผลการวิจัยพบว่า ผู้ตอบแบบสอบถามมีความพึงพอใจต่อบริการหลังการขายมากที่สุด โดยพึงพอใจมากต่อเงื่อนไขการบริการหลังการขายที่มีความเป็นธรรม จากการวิเคราะห์ด้วยวิธีการถดถอยเชิงพหุคูณแบบขั้นตอน พบว่า สมการพยากรณ์ความตั้งใจซื้อของผู้บริโภคที่ดีที่สุด คือ “ความตั้งใจซื้อของผู้บริโภค = 3.402 + (0.145)บริการหลังการขาย” โดยสามารถพยากรณ์ความตั้งใจซื้อได้ร้อยละ 02 ทั้งนี้ ที่บริการหลังการขายสามารถพยากรณ์ความตั้งใจซื้อ อาจเป็นไปได้ว่า เงื่อนไขการบริการหลังการขายที่มีความเป็นธรรม สามารถทำให้ผู้บริโภคเกิดความพึงพอใจ และนำไปสู่ความตั้งใจซื้อของผู้บริโภคได้

Go to article

การให้ความคุ้มครองเครื่องหมายการค้ารสชาติในประเทศไทย, วรี เมธาประยูร Jan 2019

การให้ความคุ้มครองเครื่องหมายการค้ารสชาติในประเทศไทย, วรี เมธาประยูร

Chulalongkorn University Theses and Dissertations (Chula ETD)

เครื่องหมายการค้ารสชาติถือเป็นหนึ่งในเครื่องหมายการค้ารูปแบบใหม่ที่ได้รับความนิยมอย่างมาก เนื่องจากผู้ผลิตและผู้ประกอบการหลายรายเริ่มนำสิ่งที่ไม่สามารถมองเห็นได้ด้วยตามาใช้ในฐานะเครื่องหมายการค้าเพื่อสร้างความแตกต่างให้กับสินค้าของตน ซึ่งรวมถึงรสชาติด้วย ดังนั้น เครื่องหมายการค้ารสชาติจึงถูกนำมาใช้อย่างแพร่หลายมากขึ้น และในหลายประเทศได้ให้ความคุ้มครองเครื่องหมายการค้ารสชาติแล้ว แต่อย่างไรก็ตาม พระราชบัญญัติเครื่องหมายการค้า พ.ศ. 2534 ของประเทศไทยไม่ได้ให้ความคุ้มครองรสชาติในฐานะเป็นเครื่องหมายการค้าแต่อย่างใด เพื่อให้สามารถเสนอแนะแนวทางในการให้ความคุ้มครองเครื่องหมายการค้ารสชาติในประเทศไทยได้อย่างเหมาะสม ผู้เขียนจึงได้ทำการศึกษาบทบัญญัติแห่งกฎหมายเครื่องหมายการค้า คำพิพากษา และหลักเกณฑ์ของประเทศสหรัฐอเมริกา สหภาพยุโรป ประเทศแคนาดาและประเทศนิวซีแลนด์ ซึ่งเป็นประเทศที่ให้ความคุ้มครองเครื่องหมายการค้ารสชาติ ตลอดจนดำเนินการสัมภาษณ์บุคคลที่เกี่ยวข้องกับการให้ความคุ้มครองเครื่องหมายการค้า โดยแบ่งบุคคลที่ให้สัมภาษณ์ออกเป็น 4 กลุ่ม ดังนี้ กรมทรัพย์สินทางปัญญา ที่ปรึกษากฎหมาย ผู้ผลิตและผู้ประกอบการ และผู้บริโภค โดยนำข้อมูลมาวิเคราะห์และแบ่งเป็นปัญหาต่าง ๆ ได้ดังนี้ ความเหมาะสมในการนำรสชาติมาใช้เป็นเครื่องหมายการค้า บทนิยามคำว่า “เครื่องหมาย” ลักษณะบ่งเฉพาะและการแสดงลักษณะบ่งเฉพาะ ลักษณะต้องห้ามของเครื่องหมายการค้ารสชาติ การพิจารณาความเหมือนหรือคล้ายกับเครื่องหมายการค้าของบุคคลอื่นที่จดทะเบียนแล้ว ตลอดจนความพร้อมในการรับจดทะเบียนเครื่องหมายการค้ารสชาติ ผู้เขียนเสนอแนะให้มีการแก้ไขปรับปรุงพระราชบัญญัติเครื่องหมายการค้า พ.ศ. 2534 เพิ่มเติมหลักเกณฑ์ต่าง ๆ ที่เกี่ยวข้อง ตลอดจนแนวทางในการให้ความคุ้มครองเครื่องหมายการค้ารสชาติ ได้แก่ การนำเทคโนโลยี วิทยาการ หรือเครื่องมือที่ทันสมัย และการว่าจ้างผู้ที่มีความรู้ความเชี่ยวชาญเฉพาะทางเข้ามาช่วยในกระบวนการขั้นตอนต่าง ๆ ตั้งแต่การยื่นคำขอจดทะเบียน การพิจารณาและตรวจสอบเพื่อรับจดทะเบียนเครื่องหมายการค้า รวมถึงการเก็บรักษาตัวอย่างเครื่องหมายการค้า เพื่อให้ประเทศไทยมีความพร้อมในการให้ความคุ้มครองเครื่องหมายการค้ารสชาติและเป็นไปอย่างมีประสิทธิภาพ

Go to article

Guidelines For Stakeholders' Accountability In Cambodian Students' Reading Literacy: Msem With Dyadic Data, Nil Damnang Jan 2019

Guidelines For Stakeholders' Accountability In Cambodian Students' Reading Literacy: Msem With Dyadic Data, Nil Damnang

Chulalongkorn University Theses and Dissertations (Chula ETD)

The main purpose of this study was to propose the guidelines for stakeholders’ accountability in Cambodian students’ reading literacy. By using, two research instruments — face-to-face questionnaire with 5 liker-scale and reading task which accounted by students only— the total of 29 primary school principals, 41 school teachers, 427 parents/caregivers and 427 students who were studying at grade 5 and 6 were the sample size. After double translation from English to Khmer language, these instruments were used to pilot with 212 and indicated the extraction of communalities ranked from .257 to .936 and the Cronbach’s alpha reliability coefficients estimated from …

Go to article

Early Childhood Learning Management Policy On Bilingual Proficiency, Methavee Chotchaipong Jan 2019

Early Childhood Learning Management Policy On Bilingual Proficiency, Methavee Chotchaipong

Chulalongkorn University Theses and Dissertations (Chula ETD)

The objectives of this research were: 1) to explore the current state and the desirable state of early childhood learning management policy on bilingual proficiency to identify the policy areas or identifying the problems and the priority needs; 2) to investigate school best practices on bilingual proficiency to identify various alternative policies as well as to assess the alternatives, applies each of the decision criteria to each alternative and considering the benefits and drawbacks of each alternative; and 3) to develop the proposed policy for Early Childhood Learning Management on Bilingual Proficiency by selecting the most appropriate or suitable and …

Go to article

An Interlanguage Study Of L2 Perception And Production Of English Word Stress By L1 Thai Learners., Sawaros Jaiprasong Jan 2019

An Interlanguage Study Of L2 Perception And Production Of English Word Stress By L1 Thai Learners., Sawaros Jaiprasong

Chulalongkorn University Theses and Dissertations (Chula ETD)

The aim of this study was to investigate L1 Thai learners’ English word stress perception and production of two different groups of English words: English words with different suffixes (suffixes affecting stress shift and neutral suffixes) and compound words (compound nouns and compound verbs). Three objectives were 1) to compare and contrast the perception of English word stress focusing on words, 2) to compare and contrast the production of English word stress focusing on words and 3) to investigate whether there is a relationship between L1 Thai learners’ perception and production of English word stress. Two groups of L1 Thai …

Go to article

Out-Of-Class Language Learning Strategies Of Thai University Students During Participant In The Summer Work And Travel Program, Thunyaporn Thanasumbun Jan 2019

Out-Of-Class Language Learning Strategies Of Thai University Students During Participant In The Summer Work And Travel Program, Thunyaporn Thanasumbun

Chulalongkorn University Theses and Dissertations (Chula ETD)

It has long believed that in-class instruction alone is not sufficient to promote language skill development of second and foreign language learners, so spending time during school break in a country where the target language is spoken is one way to further increase their language proficiency outside classes. The present study aimed to investigate out-of-class language learning strategies and intercultural competence skills of 353 Thai undergraduate students who participated in the Summer Work and Travel Program in the United States in the year 2018. Quantitative data were collected using the Strategy Inventory for Language Learning (SILL) developed by Oxford (1990) …

Go to article

An Interlanguage Study Of Lexical Priming And The Acquisition Of English Vocabulary By L1 Thai Learners, Suparuthai It-Ngam Jan 2019

An Interlanguage Study Of Lexical Priming And The Acquisition Of English Vocabulary By L1 Thai Learners, Suparuthai It-Ngam

Chulalongkorn University Theses and Dissertations (Chula ETD)

The present study explored English vocabulary acquisition of L1 Thai learners. The lexical priming, which implies the lexical access, was examined to illustrate the vocabulary acquisition. The organization of the mental lexicon and the lexical processing of Thai learners were examined using the lexical priming experiments. The factors affecting the vocabulary acquisition were also investigated through qualitative approach. The present interlanguage study is a cross-sectional research that compared the English vocabulary acquisition of the learners with different degrees of language exposure. The sample groups were selected by stratified random sampling. They were Thai undergraduates who were living in Thailand. The …

Go to article

Prevalence And Oral Health-Related Factors Associated With Mild Cognitive Impairment In Elderly Dental Patients At Faculty Of Dentistry, Chulalongkorn University, Panatcha Weerapol Jan 2019

Prevalence And Oral Health-Related Factors Associated With Mild Cognitive Impairment In Elderly Dental Patients At Faculty Of Dentistry, Chulalongkorn University, Panatcha Weerapol

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study aims to assess the prevalence of Mild Cognitive Impairment (MCI) and its oral health-related factors in elderly dental patients at Geriatric dentistry clinic and Prosthodontic clinic of Faculty of Dentistry, Total 248 dental patients aged 60 years and above were recruit. Average age of participants was 68.68 years with 73.0 % female. Cognitive functions were assessed by Montreal Cognitive Assessment Thai version (MoCA-T). Individual data were obtained by self-reported interview. Oral examinations were evaluated by a dentist. The prevalence of MCI was found 29.4% in elderly dental patients and was higher than among general elders. Oral health-related factors …

Go to article

Oral Health-Related Quality Of Life And Related Factors In The Elderly Patients Who Received Dental Treatment, Teerawut Tatiyapongpaiboon Jan 2019

Oral Health-Related Quality Of Life And Related Factors In The Elderly Patients Who Received Dental Treatment, Teerawut Tatiyapongpaiboon

Chulalongkorn University Theses and Dissertations (Chula ETD)

This thesis is a cross-sectional study which explores underlying determinants of elderly patients. The study examines related factor that impaired Oral Health-related Quality of life (OHRQoL) and analyzes the characteristics of elderly patients at our clinic. 46 participants are patients who completed dental treatment more than 6 months during May 2016 to December 2018. Underlying determinants information were recorded by interview, patient chart review and oral examination. There were collected self-evaluation and Oral Impacts on Daily Performances (OIDP). Descriptive statistics was used to describe the characteristics of patients. Spearman correlation and Kruskal-Wallis test at P-value < 0.05 were performed. From the results, the participant’s OIDP scores showed the majority in no severity and no more than 2 impacts activities. The major activities that were impacted were eating activity and speaking activity due to ill-fitting dentures but less impacts in psychological and social performance. There was poor denture satisfaction that impaired participant’s OHRQoL. However, there were differences between dentist and patient evaluation. The authors suggest that the dental treatment should focus on the recall system, the frequency of dental recall visits, procedures to successful oral hygiene instruction and skills to handle the denture problems.

Go to article

The Impact Of Family Structure And Family Income On Child Physical Health In China, Baode Zhao Jan 2019

The Impact Of Family Structure And Family Income On Child Physical Health In China, Baode Zhao

Chulalongkorn University Theses and Dissertations (Chula ETD)

The purpose of this article is to study the relationship between child health and family income and family structure. The main use of the Height-for-Age Z score (HAZ) indicator and whether the child has been sick in the past four weeks (Ill) is used as an indicator to measure children's physical health. The main explanatory variables are family income and family structure. In terms of family structure, we mainly focus on the special group of single-parent families. In addition, it also explores other factors that affect children's health, such as demographic factors, sociological factors, and economic factors. This research will …

Go to article

Association Between Retirement Status, Savings And Geriatric Depression In China, Fangyi Ren Jan 2019

Association Between Retirement Status, Savings And Geriatric Depression In China, Fangyi Ren

Chulalongkorn University Theses and Dissertations (Chula ETD)

Against the background of an aging population and a mandatory retirement policy at relatively young ages in China, mental health problems of the retired elderly have attracted more and more attention. Yet, only a few studies have looked at the association between retirement status, savings and geriatric depression in China. Using data from the CHARLS (China Health and Retirement Longitudinal Study) 2015 Wave, this thesis aims to find the association between retirement status, savings and geriatric depression of those aged 45 and above, controlling for other factors such as socioeconomic status, risky health behavior, physical health status, debt, and health …

Go to article

Mental Health And Employment Status : Evidence From Thailand, Patchara Suwannasin Jan 2019

Mental Health And Employment Status : Evidence From Thailand, Patchara Suwannasin

Chulalongkorn University Theses and Dissertations (Chula ETD)

Mental health and mental disorder are significantly considered to be a worldwide issue nowadays such as depression and suicidal. Moreover, the problem of employment still occurs as an aspect of unemployment or employment status issues in those people who work in each economic sector. The objective of the study was to assess the impact of employment status on mental health and to investigate the relationship between personal characteristics and mental health in Thailand. Moreover, the channels that employment may affect mental health also were investigated in this study. A cross-sectional data, 2014 Thailand survey on conditions of society, culture, and …

Go to article

The Relationship Between Social Participation And Smoking Among Middle-Aged And Elderly Persons In China, Yuqing Liu Jan 2019

The Relationship Between Social Participation And Smoking Among Middle-Aged And Elderly Persons In China, Yuqing Liu

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study examined the relationship between social participation and smoking among middle-aged and elderly persons. This study used a secondary dataset drawn from the China Health and Retirement Longitudinal Study (CHARLS,2015). In this nationally survey, the number of observations was 9,876. The dependent variable used in this study is smoking and non-smoking. Smoking includes light smoking, moderate, and heavy smoking. The explanatory variables are family factors, demographic characteristics, and socioeconomic factors. Factors associated with smoking were examined with logistic regression model. The results showed that gender, marital status, health self-assessment, pension, chronic disease, playing Mahjong, playing chess, playing cards, or …

Go to article

Toward Decent Work Agenda: Case Study Of Domestic Care Workers In Thailand's Care Economy, Cholnapa Anukul Jan 2019

Toward Decent Work Agenda: Case Study Of Domestic Care Workers In Thailand's Care Economy, Cholnapa Anukul

Chulalongkorn University Theses and Dissertations (Chula ETD)

Ageing population is global phenomenon. As it causes deficit workforce and family structural change, more care job opportunities are provided. Nevertheless, global care workers are experiencing poor working conditions involving low wage, less social security and hard work. The purpose of this study is to investigate the causes of indecent work among paid domestic care workers in Thailand, with the aim to give voice and enhance visibility of them. Research methodology includes decent work related regulations and a set of care policies review and eight in-depth interviews of paid domestic care workers. Results are that (i) Thai regulations is inadequate …

Go to article

Protection Against Sexual Violence In The Workplace: Ngo Programs For Access To Justice For Female Migrant Workers In Thailand, Shah Bano Jan 2019

Protection Against Sexual Violence In The Workplace: Ngo Programs For Access To Justice For Female Migrant Workers In Thailand, Shah Bano

Chulalongkorn University Theses and Dissertations (Chula ETD)

Sexual violence in the workplace amongst female migrant worker is an under-discussed issue, due to lack of reporting, that needs to be explored in more detail. This paper examined the role of NGOs in providing protection to FMW who are survivors of sexual violence, in Thailand, who want to seek justice. This study used qualitative approach by interviewing 3 people from local NGOs and 3 people from international NGOs working in Thailand that provide services to FMW who have faced sexual violence, to deal with the culturally biased and highly patriarchal criminal justice system. The study shows that regardless of …

Go to article

The Effects Of Terrorism On Girls’ Access To Education: A Case Study Of Swat Valley (Of Khyber Pakhtunkhwa), Pakistan, Shahaba Jamal Khan Jan 2019

The Effects Of Terrorism On Girls’ Access To Education: A Case Study Of Swat Valley (Of Khyber Pakhtunkhwa), Pakistan, Shahaba Jamal Khan

Chulalongkorn University Theses and Dissertations (Chula ETD)

Using Women Rights and the Feminist theory on Education, the thesis is aimed to evaluate the effects of terrorism on females of Mingora, Swat, the Khyber Pakhtunkhwah Province in Pakistan. The objective is to analyze the damages caused by extremists to girls’ education in terms of barring them from attending schools and institutions, assassinating and injuring teachers and students, inflicting and causing damages to infrastructure by bombing and destroying schools and college buildings. Secondary data was used as well as video link and phone call interviews as well as the researchers’ observations and documents are also used as the means …

Go to article

Towards Sustainable Livelihoods In The Industrailizing Economy: A Case Study Of The Agricultural Communities In The Eastern Economic Corridor, Thailand, Sirapat Puttachoo Jan 2019

Towards Sustainable Livelihoods In The Industrailizing Economy: A Case Study Of The Agricultural Communities In The Eastern Economic Corridor, Thailand, Sirapat Puttachoo

Chulalongkorn University Theses and Dissertations (Chula ETD)

Whilst, the associated development policies and government services for agricultural development under Thailand 4.0 in the Eastern Economic Corridor has potential implication to provide the opportunity for the agricultural community to greater their income and enhance well-being. However, there are few studies assessing the community capacity toward those opportunities. The capacity is the key feature for community development. It can also become the justification for accessibility into the new dynamic of the structural development. Insufficient or mismatched capacity with the current innovation activity and economic system could become a barrier for the community to access the range of project’s benefits. …

Go to article

Can Offshore Wind Electricity In Taiwan Be Sustainable?: The Case Of Taiwan's First Offshore Wind Project, Formosa 1 In Miaoli, Yu Ju Lin Jan 2019

Can Offshore Wind Electricity In Taiwan Be Sustainable?: The Case Of Taiwan's First Offshore Wind Project, Formosa 1 In Miaoli, Yu Ju Lin

Chulalongkorn University Theses and Dissertations (Chula ETD)

While sustainability is implementing all over the world to strive to balance the development and environment, Taiwan is also committed to the transition towards renewable energy, and offshore wind electricity is one of the emerging industries with potential, therefore taking its newly operated project as a case study. The purpose of the research is to determine whether offshore wind electricity is a viable solution to achieve inclusive sustainability in Taiwan and the concept of procedural justice is involving to examine the planning and construction stages of the development while environmental justice is applied to evaluate the overall outcome from the …

Go to article

Predicting Market Crashes Using Systemic Risk And Volatility Spillovers : A Deep Learning Approach, Kornprarun Mahutchariyakul Jan 2019

Predicting Market Crashes Using Systemic Risk And Volatility Spillovers : A Deep Learning Approach, Kornprarun Mahutchariyakul

Chulalongkorn University Theses and Dissertations (Chula ETD)

We develop a model for predicting market crashes in the Stock Exchange of Thailand using a deep learning-based anomaly detection approach (LSTM-VAE). The model aims to detect market behavior before each market crash. Apart from the common stock market variables, we feed the model with the indices of systemic risk, and of volatility spillovers. With these two indices, the model takes into account the influences from both inside and outside the particular stock market. We find that in large crashes our model gives the crash warning signals shortly after the SET index reaches its peaks and long before the index …

Go to article

Motivation In Selecting Study Korean Language Of Students And Working-Age People In Thailand, Amphai Punplub Jan 2019

Motivation In Selecting Study Korean Language Of Students And Working-Age People In Thailand, Amphai Punplub

Chulalongkorn University Theses and Dissertations (Chula ETD)

This research focuses on selecting study Korean language of students and working-age people in Thailand. The Research samples were 360 university students who chose Korean language as their major and 80 working-age people who study Korean language at KEC (Korean Education Center in Thailand) and Sejong Korean Language Institution in Thailand. The instrument used for data gathering was the questionnaire that was adopted from the Gardner’s (1985) Attitude/Motivation Test Battery (AMTB). The result shows that students and working-age people have Integrative motivation more than Instrumental motivation. The result and recommendation given in this research not only reveals the motivation to …

Go to article

Attributes Of Perceived Values Towards Coffee Shop Industry In Bangkok, Orapin Siprajim Jan 2019

Attributes Of Perceived Values Towards Coffee Shop Industry In Bangkok, Orapin Siprajim

Chulalongkorn University Theses and Dissertations (Chula ETD)

Coffee shop or café is referred to the place where it offers coffee or drinks and some space for customers to sit and relax. It becomes the most visited place for the modern lifestyles. Coffee shops can be found easily in cities, especially Bangkok, Thailand. There are both local individual coffee houses and chained coffee brands in the market, people can choose to visit either of which or both of them. The rapid growth of coffee industry in Bangkok is affecting how each brand could compete with its rival in the market. Customers are the key driver for the business …

Go to article

How Does The Marketing Communication Mix Of 7-11 Affect The Customer Purchasing?, Sivakorn Tachasrisukko Jan 2019

How Does The Marketing Communication Mix Of 7-11 Affect The Customer Purchasing?, Sivakorn Tachasrisukko

Chulalongkorn University Theses and Dissertations (Chula ETD)

The present study aims to assess the effect of integrated marketing communication (IMC) of 7-11 in Thailand to Thai customer purchasing, describe what factors consumers take into account in when making decisions when they purchase the 7-11 products and explain how IMC effects to the consumer decision especially sales promotion and personal selling. The lifestyle of people has changed nowadays, some people do not have much time to purchase so the convenience store becomes popular because it is easy to find the products and the service is fast. Due to the fact that 7-11 in Thailand is the most popular …

Go to article

Does The Credibility Of An Influencer Affect Buying Intention Of Youtube Users And Is There A Difference In Perception Of An Influencer's Credibility And On Their Buying Intention Regarding Gender Characteristics, Anthony Kim Long Hoang Jan 2019

Does The Credibility Of An Influencer Affect Buying Intention Of Youtube Users And Is There A Difference In Perception Of An Influencer's Credibility And On Their Buying Intention Regarding Gender Characteristics, Anthony Kim Long Hoang

Chulalongkorn University Theses and Dissertations (Chula ETD)

YouTube platform has been rising in popularity for the past decade, we have seen the emergence of numerous influencers on the platform. With over 2 billion monthly active users in 2020, according to Statista research institute, YouTube represent an opportunity for brand marketer who would like to promote their products or services to a large audience. First, this study aims to determinate the effect perceived influencer’s credibility of an influencer on YouTube might have on the viewer’s buying intention of the advertised product. Then secondly, to determine which aspect of credibility (attractiveness, expertise, or trustworthiness) has the greater influence on …

Go to article

Does Social Media Trend Affect People Decision To Eat Out?, Chanonpol Chanuhacha Jan 2019

Does Social Media Trend Affect People Decision To Eat Out?, Chanonpol Chanuhacha

Chulalongkorn University Theses and Dissertations (Chula ETD)

New era of marketing using social media as a promotional platform provides many advantages, for example the ability to communicate between producers and consumers while traditional marketing only promotes directional communication, companies only convey the message they want, without getting feedback and opinions directly from consumers. This research will explore what factors are related to the use of social media as a promotional tool and how far these factors influence dining behavior in restaurants. A quantitative survey was conducted to measure the effect of social media’s advertising, customers’ attitudes, customer experience on the decision to eat out at restaurants among …

Go to article

Caffe Muanchon Marketing Mix And Consumer's Purchasing Decision, Nisapa Kulnarernatwanich Jan 2019

Caffe Muanchon Marketing Mix And Consumer's Purchasing Decision, Nisapa Kulnarernatwanich

Chulalongkorn University Theses and Dissertations (Chula ETD)

Nowadays, the coffee shop business market has consecutively high competition, in terms of consumers that have various coffee brands to consume and also in terms of owners that have more competitors. CPALL is one of the biggest companies in Thailand that demands market value of coffee shops. There are 7 coffee brands under the CPALL including Caffe MuanChon. In consequence, the purpose of this study is to examine the factors that affect consumer’s decision to purchase Caffe MuanChon. First is 7Ps marketing mix especially product and price and second is demographic factors which are gender, age, income (per month), education …

Go to article

Health-Conscious Working People And 7-11 Ready Meal, Kemika Sricharoenwong Jan 2019

Health-Conscious Working People And 7-11 Ready Meal, Kemika Sricharoenwong

Chulalongkorn University Theses and Dissertations (Chula ETD)

Thailand’s urbanization and westernization, especially in Bangkok metropolitan has led into an alteration in dietary practices which relies more on convenience. Ready meal boxes from convenience store such as 7-eleven has increasingly gained popularity. Still, a disproportionate nutrition of Ready meal boxes seems to be contradictory with an increasing trend on health such as healthy food. This research paper explores whether health consciousness in terms of diet has an effect on working people’s decision to purchase 7-eleven ready meal boxes or not. Quantitive approach was employed where the data was obtained through online survey from 18 to 25 June, 2020. …

Go to article

The Roles Of Animals And Plants In Linda Hogan's Solar Storms, Thammika Sawaengsri Jan 2019

The Roles Of Animals And Plants In Linda Hogan's Solar Storms, Thammika Sawaengsri

Chulalongkorn University Theses and Dissertations (Chula ETD)

This paper aims to examine the role of animals and plants in Linda Hogan’s Solar Storms (1995). It investigates how the lives of animals and plants have been intertwined with the Native Americans in their plight and struggle against the whites’ colonization from the pre-Columbian time to the present. It examines Hogan’s unique characterization of animals and plants. This paper argues that Hogan portrays as sentient agents with mysterious, transgressive, and creative qualities that are incomprehensible to human beings. Furthermore, the paper also discusses the non-humans’ roles in shaping the identity and history of the indigenous characters. In addition, the …

Go to article

An Investigation Into Willingness To Communicate In English Of Junior Middle School Students : A Case Study On Two Middle Schools Of Kunming, China, Siyu Sun Jan 2019

An Investigation Into Willingness To Communicate In English Of Junior Middle School Students : A Case Study On Two Middle Schools Of Kunming, China, Siyu Sun

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study aimed to 1) explore the degree of junior middle school students’ willingness to communicate in English inside the classroom, and 2) investigate the factors that participants consider can affect their willingness to communicate. Participants included 105 Chinese junior middle school students from two general schools in southwestern China. The research instruments consisted of the Willingness to Communicate Questionnaire (WTCQ) and Student Interview Outline. The data were analyzed through descriptive statistics and content analysis. The results revealed that 1) the participants sometimes willing to communicate in English inside the classroom and 2) Motivation, emotions, the classroom atmosphere and teachers’ …

Go to article

A Study Of Online Self-Regulation On English Proficiency Among Chinese Efl Undergraduate Students, Yong Yang Jan 2019

A Study Of Online Self-Regulation On English Proficiency Among Chinese Efl Undergraduate Students, Yong Yang

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study aimed to 1) explore the online self-regulation used by Chinese EFL students, and 2) investigate the correlation between students’ online self-regulation and their English proficiency. Participants included 101 Chinese undergraduate students enrolled in an English test prep online course at a university in southwestern China. The research instruments consisted of the Online Self-regulated Learning Questionnaire (OSLQ) and National College English Test Band 4 (CET-4). The data were analyzed through descriptive statistics and Pearson correlation coefficient. The results revealed that 1) the participants had a moderate level of using online self-regulatory skills with the highest level for 'Environment Structuring' …

Go to article

An Analysis Of A Digital Game As Resource Of Autonomous English Language Learning, Panich Wongkhwansane Jan 2019

An Analysis Of A Digital Game As Resource Of Autonomous English Language Learning, Panich Wongkhwansane

Chulalongkorn University Theses and Dissertations (Chula ETD)

The research aims to analyze an online digital game features and investigate students’ perceptions toward the game; whether or not they think the game is a context where the opportunities of English language learning and practicing could be provided. Five main game features were analyzed based on the games’ characteristics promoting language learning. In addition, in order to investigate the students’ perceptions, three participants were interviewed as a group. The data were collected through the semi-structured and individual follow-up interview, and analyzed using qualitative approach. The findings indicated that, provided int the game, there are five major features which could …

Go to article

First Prev Next Last