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 Journal of Business Administration : The Association of Private Higher Education Institutions of ThailandNumber of Followers: 0     Open Access journal ISSN (Print) 2287-0717 Published by Vongchavalitkul University  [1 journal]
• A Confirmatory Factor Analysis of Behavioral Intention to Use Mobile
Network towards Generation Z

• Authors: Rungroj Subanjui, Nopporn Bua-in
Pages: 11 - 27
Abstract: The objective of this study was to analyze a confirmatory factor of behavioral intention to use mobile network towards generation Z based on the concept of service marketing mix (7P’s) under the marketing mix (4P’s) theory and relevant researches in marketing. This study proved the consistency of the model of confirmatory factor of behavioral intention to use mobile network towards generation Z with the empirical data. The sample used in the study was 222 samples of generation z, who had age between 17-22 years old. Gathering the samples from the educational sector in Rayong provinces. The research instrument was a questionnaire set, which was about behavioral intention to use mobile network towards generation Z with 5 elements as well as the internal reliability test value of 0.95 was been shown.  The analysis of data by using the statistical software for social science and it was found that the result of first order CFA showed that all indices meet the fit indices criteria (CMIN = 84.639, CMIN/DF = 1.263, p-value = 0.072, GFI = 0.947 and RMSEA = 0.035), factor loading ranged from 0.65 to 0.97 with the statistical significance level of .01. The result of second order CFA also showed that all indices meet the fit indices criteria (CMIN = 70.235, CMIN/DF = 1.171, p-value = 0.172, GFI = 0.951 and RMSEA = 0.028), factor loading ranged from 0.71 to 0.79 with the statistical significance level of .01. The results indicated that behavioral intention to use mobile network towards generation Z consisted of five factors according to priority of importance as follows: place, service, promotion, people, and product, respectively. The results of the study could be the guidelines for promoting, developing, and driving the push and pull strategies towards network towards business in terms of needs and satisfaction of generation z.
PubDate: 2021-12-18
Issue No: Vol. 10, No. 2 (2021)

• The Perception of Foreign Staff towards“Khwam Krengjai” in Thai Higher
Education Institutions

• Authors: Meechai Orsuwan, Darren Hanson, Veerapong Malai
Pages: 28 - 41
Abstract: This qualitative study was part of global collaborative work with the Centre for Leadership and
Effectiveness in Organizations (CLEO) at the NEOMA Business School, France. The objective of this research
was to uncover the perception of foreign staff towards the concept of “khwam krengjai” through both
focus groups and in-depth interviews (semi-structured interview). The 7 key informants had taught at higher
education institutions in Thailand. Two interviewees were American, while the other 5 informants were
originally from England, China, Taiwan and Malaysia. All participants agreed that the concept of “khwam
krengjai” was very complex. However, “khwam krengjai” can be observed through three behaviors that
reflected showing respect, avoiding conflict and working styles. Higher Education Institutions should be
open and flexible to accept diverse perspectives, behaviors and working styles of their staff, so it benefits
the organization in both the short and the long run.
PubDate: 2021-12-21
Issue No: Vol. 10, No. 2 (2021)

• The Causal Factors Affecting Loyalty of Consumers’ Clothing Purchases in

• Authors: Nongnapas Chairaksa, Sumaman Pankham
Pages: 42 - 57
Abstract: The objectives of this study were to develop and validate the consistency of loyalty of casual relationship model for consumers’ clothing purchases in Thailand through Tonprigshop Facebook page; and study causative factors affected loyalty of casual relationship model for consumers’ clothing purchases in Thailand through Tonprigshop Facebook page The data were concluded by analyzing the quantitative elements and creating a structural equation model. The tool used in this research consisted of online questionnaires with 430 customers who live in Thailand and have experiences in purchasing clothes through Tonprigshop Facebook page. The statistics used for data analysis consisted of frequency, percentage; and the structural equation model, which analyzed the causal relationship in order to prove the path of the causal influence of variables. The result of findings found that the model was consistent with the empirical data to a great extent, with a Chi-square statistical value ($\chi$2) of 304.135, CMIN/df = 1.88, degree of freedom (df) = 162, GFI = 0.94, AGFI = 0.92, SRMR = 0.04, RMSEA = 0.05, and a predictive coefficient of 0.66. This showed that 66% of the model’s variations can be utilized to explain the variance of loyalty for consumers’ clothing purchases in Thailand through Tonprigshop Facebook page. In terms of brand image, brand trust, and perceived quality found affected loyalty for consumers’ clothing purchases in Thailand through Tonprigshop Facebook page, respectively. Moreover, brand image had the direct influence from perceived quality as well as brand trust had the direct influence from brand image with a statistical significance level of 0.001. The results of this research would be the benefit for online entrepreneurs in order to apply and create for marketing strategies to be suitable for consumers.
PubDate: 2021-12-18
Issue No: Vol. 10, No. 2 (2021)

• Competency Factors for Entrepreneurial Social Responsibility at Upper
Secondary School Students

• Authors: Penlada Tooprioa, Rungtiwa Yamrung
Pages: 58 - 74
Abstract: The objective of this study was to study the component of competency based entrepreneurial social responsibility by using the research process to: 1) analyze and synthesis of academic documents and review of related literatures, 2) have an in-depth interview of 5 entrepreneurial experts in social responsibility; and 3) synthesis of results from in-depth interview to generate the component of competency based entrepreneurial social responsibility. This component was considered the validity by using 3 measurement and evaluation experts to verify Index of item objective congruence IOC) in order to meet the component of competency based entrepreneurial social responsibility requirement.
The results revealed that competency based entrepreneurial social responsibility refers to individual desirable characteristics, which are knowledge, skills, competence; and positive attitudes on job performance in different positions. In terms of component of competency based entrepreneurial social responsibility can be divided into 3 aspects: knowledge aspect, skills aspect; and competence aspect. These aspects are described as: 1 Knowledge aspect, which consists of 1.1 knowledge of the importance of entrepreneurs, 1.2 duties of entrepreneurs, and 1.3 analysis of entrepreneurship; 2. Skill aspect, which consists of 2.1 Thinking skill -problem solving and decision making; and creative thinking, 2.2 Communication skill and 3. Characteristic/trait which consists of 3.1) self-confidence 3.2) risk taker 3.3) discipline 3.4) patience, and 3.5) social responsibility concern.
PubDate: 2021-12-22
Issue No: Vol. 10, No. 2 (2021)

• Managerial Factors Related to the Satisfactions of Outsourced Ground
Handling Staff in the Airline Industry

• Authors: Piyarat Chantarayukol
Pages: 75 - 92
Abstract: Several airlines are intending to downsize their businesses to become networked organizations while outsourcing the ground-handling work at airports. The main purpose of this study was to identify those variables that were the key components of the managerial factors associated with the satisfaction of outsourced staff in network organizations. Questionnaires were distributed to outsourced ground-handling staff with at least two months of experience working as outsourced staff at domestic and international airports. The samples of 373 were used for the data analysis. Two critical components were identified by the exploratory factor analysis—"Outsourcing Employment Contract” and “Work Atmosphere”—that significantly influenced the outsourced employees’ satisfaction with their work in the airline industry. In addition, the results of the multiple regression analysis indicated that the inclusion of support for continuing education in the employment contract was most strongly related to the satisfaction of the outsourced employees. However, career growth opportunities also need to be carefully considered. Regarding the working atmosphere, upward communication channels should be focused on ensuring employee satisfaction. These findings may help employers, managers, and stakeholders in the mutual development of human resource strategies that consider working conditions, effective employment contracts, and the working environment in order to satisfy outsourced staff.
PubDate: 2021-12-21
Issue No: Vol. 10, No. 2 (2021)

• Social Media Engagement as a Predictor of Luxury Purchasing Intention, the
Mediator Effect of Consumer Perceived Luxury Value and the Moderator
Effect of In-store Experiences

• Authors: Jaruporn Tangpattanakit
Pages: 93 - 111
Abstract: Brand social media also been an essential way of socializing the company's marketing, posing a modern challenge for businesses to retain consumers and create value. Focused on hypotheses such as customer engagement, value co-creation, experiential marketing, and consumer behavior. The research explores the mediation effect of value for luxury consumption and the moderating role of in-store experience in the relationship between social network engagement and buying intention for luxury goods. The data obtained was 534 valid questionnaires from young Thai customers. Process Macro and SPSS program were employed to analyze the complex hypotheses. Empirical studies suggest that luxury consumption values have an indirect impact on the connection between social network interaction and purchasing activity, as well as the relationship between experiential value and shopping behavior has been enhanced by in-store interactions.
PubDate: 2021-12-18
Issue No: Vol. 10, No. 2 (2021)

• Creative Tourism Management in the Ceramic Village, Tambon Tha Pha, Ko Kha
District, Lampang Province

Pages: 112 - 131
Abstract: The objectives of the research were: 1) to study factors of leadership, participation, perception, and potential of creative tourism management; factors of tourism element, the standard of creative tourism, service quality; and satisfaction of tourists toward creative tourism 2) to study the creative tourism management model and 3) to propose an appropriate guideline in order to manage the creative tourism of ceramic village. This research was mixed methods research design. A questionnaire is a research instrument consisting of 2 sets of questions to gather information from respondents. The samples were 240 people of ceramic village and 360 tourists, who visited the ceramic village. The quantitative research was the descriptive statistics consisted of mean and standard deviation and the inferential statistics consisted of one sample t-test and Structural Equation Modeling. The qualitative research was a focus group discussion. The key informants were 10 ceramic village committees. The data were analyzed by using content analysis. The results of the research found that 1) the factors of leadership, perception, and the potential of management were at a high level, while the participation factor was at moderate level and the factors of tourism element, the standard of creative tourism, and service quality as well as satisfaction of tourists were at a high level 2) the creative tourism management model in ceramic village and satisfaction of tourists were fit to the empirical data and 3) the appropriate guideline in order to manage the creative tourism of ceramic village consisted of the potential for tourism management aspect in terms of leadership and satisfaction of tourists aspect in terms of tourism activities and being community service providers to crate the tourists’ experiences and impress. This study will be useful for driving the guideline to promote the creative tourism management of ceramic village.
PubDate: 2021-12-19
Issue No: Vol. 10, No. 2 (2021)

• The Influence of Transparent Internal Communication on Employee Work
Engagement During Crisis Management: The Mediating Role of Employee-
Organization Relationship

• Authors: Thamarat Jangsiriwattana, Meta Ketkaew
Pages: 132 - 147
Abstract: This study aims to investigate the influence of transparent internal communication on employee
work engagement during crisis management. The mediating role of employee-organization relationship is
highlighted in the study. Two research questions are developed (1) what is the influence of transparent
internal communication on employee work engagement during organizational crisis management'
and (2) What is the mediating role of employee-organization relationship' Convenience sampling approach
are used. Data are collected by using online and pen-and-pencil questionnaires from 431 respondents who
were full time employees in the service business including hotels and aviation organizations in Thailand.
PLS-SEM was used to test the hypothesis.
The results reveal that transparent internal communication significantly influences employee work
engagement during crisis management (R2 = 0.267, p < 0.01). Employee-organization relationship fully
mediated between the relationship (R2 = 0.43, p < 0.01). Implications and Limitations of the research are
discussed.
PubDate: 2021-12-18
Issue No: Vol. 10, No. 2 (2021)

• Organization Mindset Toward Environment Integration of Capability and
Organizational Resources on Business Performance : The Mediating Effect of
Green Supply Chain Management of Fruit and Vegetable Processing Industry
in Thailand

• Authors: Wipawee Phultawee, Yuttakorn Ritthaisong, Siriporn Loetyingyot
Pages: 148 - 171
Abstract: The objectives of this research were 1) to analyze the influence of organization mindset toward environment, integration of capability and organizational resources, and green supply chain management that affected the business performance of fruit and vegetable processing industry in Thailand, and 2) to study problems and guidelines for the development of green supply chain management in fruit and vegetable processing industry in Thailand. This research was based on the mixed method. For quantitative approach, data were collected from 214 executives through a questionnaire set. The structural equation modeling method (SEM) was employed to analyze the collected data. For the qualitative approach, it was based on an in-depth interview with the executives for ensuring the research results and gathering information related to the guidelines for the development of green supply chains management. The results found that 1) both organization mindset toward environment and Integration of capability and organizational resources have the positive direct effects on green supply chain management, 2) the direct effects of organization mindset toward environment and Integration of capability and organizational resources on business performance are insignificant, 3) Green supply chain management has a positive direct effect on business performance, and 4) organization mindsets toward environment and Integration of capability and organizational resources have the indirect effects on business performance through a mediation of green supply chain management. These results are in line with the analysis of qualitative research. The findings of this research can be applied by the executives to suit their organizational context. Moreover, the finding can be utilized as a development guideline for green supply chain management in order to enhance business performance, such as profitability, cost reduction, making a good image for business, and reducing environmental impact.
PubDate: 2021-12-18
Issue No: Vol. 10, No. 2 (2021)

• Supply Chain Management Practices, Competitive Advantage and
Organizational Performance in Automotive Parts Supply Chains

• Authors: Rawissada Jaitrong, Nipa Niruttikul
Pages: 172 - 190
Abstract: The objectives of this research were to: 1. study the impact of supply chain management practices towards competitive advantage, and 2. study the organizational performance in automotive parts supply chains management in order to support automotive parts manufacturers for driving competitive advantage of organization. This research was quantitative research by using questionnaire as an instrument to collect the data as well as using stratified random sampling technique to obtain samples from first-line and middle managers from 321 companies of automotive parts manufacturers (Tier 1) in Thailand. The data analysis of this study used Structural Equation Modeling to prove hypothesis. The results found that the development of structural equation modeling based on supply chain management practices, competitive advantage and organizational performance were consistent with the empirical data with the CMIN/df = 2.481 / AGFI = 0.892 / RFI = 0.925 / IFI = 0.963 / CFI = 0.963 / RMSEA = 0.068. The level supply chain management practices had a positive effect on competitive advantage at 0.001 significance level as well as the competitive advantage had positive effect on organizational performance at 0.001 significance level with the path coefficient indicates the direct effect of 0.857 and 0.685, respectively. Regarding these findings, the entrepreneurs are able to use them as the guidelines to strengthen the organizational strategy in order to drive the competitive advantages as well as the effective performance management outcomes in supply chain management practices.
PubDate: 2021-12-18
Issue No: Vol. 10, No. 2 (2021)

• A New Look at the Effect of e-Relationship Quality on Loyalty of the
Generation Z in Online Shopping

• Authors: Suppasit Sornsri
Pages: 191 - 209
Abstract: The objectives of this study were to: 1. develop e-relationship quality dimensions through online
shopping behavior by using Rusbult’s Investment Model, and 2. study the effect of e-relationship quality
dimensions on loyalty intention through online shopping website. This study used online questionnaire to
collect the data from 374 generation Z customers, who were online shoppers. The analysis of data was
done by using confirmatory factor analysis and structural equation model analysis with AMOS to prove
hypotheses.
The results found that 1.three dimensions of relationship quality in terms of trust, resolved conflict,
and dependence aspects by using Rusbult’s Investment Model, were reliable and valid, and 2.three dimensions
in terms of trust, resolved conflict and dependence aspects had effects on loyalty intention through online
shopping website and the effects were positive on e-relationship quality dimensions with the statistical
significance. The contributions of this study can be benefits for driving new knowledge to scholars,
researchers, and marketers, who are interested in e-relationship quality dimensions through online shopping
behavior. Moreover, other relevant factors concerning of three dimensions of relationship can be investigated
for further research. In addition, the marketers are able to use this study to be the guidelines in order to
create the strategy for e-relationship quality dimensions through online shopping behavior for generation
Z consumers as well as increase their loyalty through online shopping behavior now and in the future.
PubDate: 2021-12-27
Issue No: Vol. 10, No. 2 (2021)

• The effect of free cash flow on the predictability of accounting
conservatism towards stock repurchase opportunities of listed companies on
the Stock Exchange of Thailand

• Authors: Thanutporn Chaiananporn, Sillapaporn Srijunpetch
Pages: 210 - 221
Abstract: The objectives of this research were to: 1. study the predictability of accounting conservatism towards the likelihood of company’s share repurchasing, and 2. study the influence of free cash flow on the predictability of accounting conservatism towards the likelihood of company’s share repurchasing. The data were gathered from 498 listed companies on the Stock Exchange of Thailand (SET) by using the Binary Logistic Regression method to prove the hypothesis. The result revealed that the forecasting model of corporate buyback opportunities was statistically significant. The factors of business size, net profit, and dividend were able to statistically and significantly predict the likelihood of the company’s share repurchasing. However, accounting conservatism could not predict the likelihood of the company’s share repurchasing whether it was influenced by the company’s free cash flow or not. The results of this research had confirmed that the specific firm characteristics were able to predict the likelihood of company’s stock repurchasing. In contrast, the accounting conservatism and cash flow did not have any influences on the likelihood of company’s stock repurchasing on the Stock Exchange of Thailand, which would be benefits for investors to make decisions.
PubDate: 2021-12-21
Issue No: Vol. 10, No. 2 (2021)

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