Authors:Lan Sheng, Ao Chen Pages: 1 - 13 Abstract: As an important part of the market, female consumption is worthy of further study. The selfconcept of female consumption is the basis of guiding this form of consumption. The author adopted the methods of a literature review, interview, and statistical analysis to select scientific samples, and use simple random sampling and qualitative research features of 22-60-year-old women with independent consumption ability. The method of judgment sampling was used to interview 14 subjects and collected the required data. Based on the grounded theoretical research, this paper clarified the dimensions of female consumers’ self-concept, formulated the measurement scale of female consumers’ self-concept, and developed and verified the theoretical model of female consumers’ self-concept. It was found that demographic factors, such as city, age, education level, and income level could have an impact on women’s consumption behavior combined with the actual situation of the 14 respondents. The self-concept could be divided into ideal self, social self, subjective self, psychological self, and development self through open coding, spindle coding, and selective coding. PubDate: 2022-11-28 Issue No:Vol. 6, No. 2 (2022)
Authors:Yanping Shi Pages: 14 - 30 Abstract: The existing researches on the revisit intention mainly focus on the domestic revisiting, only a few scholars have studied revisiting willingness of cross-country. But few scholars have studied consumer affinity as an influencing factor for revisit intention. Based on the attachment theory and the Cognitive- Affect -Behavior (willingness), this paper constructed a relationship model of consumer affinity, satisfaction and revisit intention, and explored the moderating effect of novelty seeking. This study took Chinese citizens who have traveled to Thailand as the research object, used questionnaire survey to collect data and applied mufti-layer regression analysis to process the data. The study found that cultural affinity, landscape affinity and people’s affinity have a significant positive impact on the willingness to revisit. Moreover, tourism satisfaction plays a partial intermediary role between cultural affinity and revisit intention, landscape affinity and revisit intention, people’s affinity and revisit intention. However, the novelty seeking negatively moderates the relationship between people’s affinity and tourism satisfaction. The conclusion of this paper has certain practical significance to Thailand and other countries in the tourism publicity for Chinese citizens, and provides a new research idea in the study of the influencing factors of tourists’ abroad revisiting. PubDate: 2022-11-28 Issue No:Vol. 6, No. 2 (2022)
Authors:Teng Lu, Ming Xu Pages: 31 - 44 Abstract: From the perspective of the resource-based theory, and based on the previous small-scale interviews and research, this paper studied the basic factors that family businesses could inherit. In view of the static characteristics of the research on the inheritance factors of family businesses from the perspective of the resource-based theory, it was proposed that the inheritance of the elements could be divided into two parts: resources and processes. We divided the resources inherited by the time points into the explicit and implicit parts. The explicit resources included equity and management power transfer, personal property distribution plan, financial resolution for the family members, etc. The implicit resources included family member arrangements, stakeholder arrangements, outside business network arrangements, etc. The arrangement of these resources in advance would be conducive to the smooth progress of inheritance. The elements marked by the time period were divided into three parts: tacit knowledge transfer, inheritance plan implementation, and willing interaction. In the future, case studies and empirical analysis would be used to derive and construct relevant influencing factor models. PubDate: 2022-11-28 Issue No:Vol. 6, No. 2 (2022)
Authors:Siqingaowa Bai Pages: 45 - 52 Abstract: The intensified market competition has made corporate R&D capabilities critical to corporate development. This research starts from increasing corporate R&D investment and uses listed companies from 2014 to 2018 as a research sample. The empirical research found that the heterogeneity of the senior management team corporate R&D investment has a significant negative impact, but because corporate marketing capabilities can increase corporate R&D investment, after the intervention of marketing capabilities, the interaction effect of the heterogeneity of the corporate executive team and marketing capabilities will promote corporate R&D investment. PubDate: 2022-11-28 Issue No:Vol. 6, No. 2 (2022)
Authors:Pingzhen Wu Pages: 53 - 62 Abstract: Due to the booming of knowledge economy, the innovation performance of employees is the decisive factor for Internet companies to achieve innovation and development. Based on the psychological perception of employees, this paper uses empirical analysis to draw a conclusion: different dimensions of Internet company employee training have positive effects on innovation self-efficacy and innovation performance, innovation self-efficacy has positive effects on innovation performance, and there are some intermediary effects between employee training and innovation performance. PubDate: 2022-11-28 Issue No:Vol. 6, No. 2 (2022)
Authors:Xiang Zhao, Xiaoming He Pages: 63 - 79 Abstract: As an important social organization, enterprises should pay attention to what kind of influence they will have on employees by strengthening fair and reasonable social gender awareness. This paper constructs the relationship model of social gender awareness, organizational identity and employee work performance, and discusses the moderating effect of corporate cultural strength on organizational identity and employee work performance. It is found that the gender awareness and equality of employees have a significant positive effect on their work performance. Organizational identity plays a part of mediating role between social gender awareness and employee’s work performance. The strength of corporate culture positively moderates the relationship between organizational identity and employee performance. The research conclusions of this paper can not only reveal the gender consciousness as an influencing factor of employee work performance, but also provide a new thinking path for enterprise managers to improve the overall performance of enterprises, and also provide new evidence support and practical inspiration for guiding enterprises to better fulfill their social responsibilities. PubDate: 2022-11-28 Issue No:Vol. 6, No. 2 (2022)
Authors:Fei Wu, Xiaoming He Pages: 80 - 95 Abstract: With the rise and development of online shopping and social media, a large number of user generated online word-of-mouth affect the purchase behavior of consumers. Based on the Technology Acceptance Model, attribution theory and Elaboration Likelihood Model, this paper analyzes the mechanism of online word-of-mouth on the purchase intention of new products from the perspective of consumers, and on this basis, examines the intermediary role of perceived innovation and the regulatory role of consumer innovation. In this study, 408 data samples were collected, and structural equation model was used to test the hypothesis. The results show that: online word-of-mouth has a significant positive impact on consumers’ perceived innovation and purchase intention; perceived innovation plays a part of intermediary role in the relationship between online word-of-mouth and purchase intention; consumer innovation positively regulates the impact of perceived innovation on consumers’ purchase intention. Finally, the contribution of the model in theory and practice and the future research direction are given. PubDate: 2022-11-28 Issue No:Vol. 6, No. 2 (2022)
Authors:Qiuming Luo Pages: 96 - 111 Abstract: This paper aims to guide the design of Chinese for Hospitality textbook based on the learner needs. A total of 143 Thai colleague students with Chinese Major participated the questionnaire and interview on their learning needs. SPSS 26.0 was used for statistical data analysis. The need for daily verbal conversation and communication was ranked the highest, followed by communication on the knowledge and culture related to the hotels. The need for formal descriptive writing was ranked the lowest. ANAVA analysis showed that the learner’s background, including their Chinese levels, years of Chinese learning, and their experience in Hospitality industry, does not significantly impact their learning needs for Hospitality Chinese. Under the general guideline for designing Chinese textbook for Hospitality, the following suggestions on the text book contents are proposed to serve learner needs studied in the study: 1) Focus on daily verbal conversation and communication to cultivate colleague student’s ability on listening and speaking Chinese and communication skills. 2) Supplemented with knowledge and culture expression and descriptive writing training to develop the learners’ overall Chinese ability. 3) Develop learner-centered localized textbook. 4) Serve the professional serve need and integrate with revolution in front-line Hospitality industry. PubDate: 2022-11-28 Issue No:Vol. 6, No. 2 (2022)
Authors:I-Wen Chou Pages: 112 - 123 Abstract: This research explored the relationship between the satisfaction of school management (class advisor and dormitory arrangement), school belonging, and subjective well-being. The participants are 217 Chinese college students from a Thai university. This study applied analysis with SPSS 25.0. The results show that college students with higher well-being regarding campus club and organizational membership; school belonging partial mediated the relationship between Chinese undergraduate students’ satisfaction of the school management and subjective well-being (β = .515, P = .000 to β = .218, P<.001); Besides, the satisfaction of the school management positively related to student’s subjective well-being (β = .515, R2 = .265, P = .000), and School belonging positively related to student’s subjective well-being (β = .0.579, R2 = .335, P = .000). This study made innovative suggestions, which can be a reference for Thai universities. PubDate: 2022-11-28 Issue No:Vol. 6, No. 2 (2022)
Authors:Junxia Zhang, Kanokporn Numtong, Yiming Ding Pages: 124 - 135 Abstract: In recent years, international Chinese teaching has developed vigorously. Many scholars from China and Thailand have conducted research on language ontology and cultural teaching. By entering different keywords, we searched the three academic websites of CNKI, Thailand ThaiJO and Google Scholar, and we found that there are very few research articles on the history and culture of Chinese as a foreign language, especially the research articles on the situation of the “Modern and Contemporary Chinese History” course offered by the Chinese Department of foreign universities. In view of the above situations. Firstly, I hope this paper can fill some gaps in the research of this historical subject and increase the corresponding research literature. Secondly, I hope to provide some teaching suggestions for other Thai schools that are preparing to offer the course “Modern and Contemporary Chinese History” in the future, and make them fully aware of the importance and necessity of offering this subject. This paper takes the opening of the course “Modern and Contemporary Chinese History” in the Chinese Department of Kasetsart university of Thailand as the research object, and uses the method of literature collection and investigation and interview , and puts forward the following suggestions for the problems found: Firstly, the textbook compilation language commonly used by the Chinese Department of Thai universities is Chinese, with too many contents and too long pages, and some professional terms cannot be understood at all. It is proposed to compile textbooks by themselves, using Chinese and Thai bilingual for textbook compilation, and the contents of textbooks must be objective, simply and easy to understand. Secondly, in view of the lack of teachers’ historical knowledge reserves and the single teaching method, it is proposed that relevant institutions should increase the training of teachers’ historical and cultural knowledge and improve the professionalism of teachers. Thirdly, in view of the low interest of Thai students in the study of history subjects, and even the idea of “uselessness”. It is not only necessary to further improve the students’ understanding of the necessity of learning Chinese history and culture, but also need to change the traditional teaching methods, such as using “storytelling” method. Finally, in response to the problems of the traditional examination mode, a flexible examination form combining subjective and objective is proposed to further reduce the fear of Thai students in studying the course “Modern and Modern History of China”. PubDate: 2022-11-28 Issue No:Vol. 6, No. 2 (2022)
Authors:Teerawat Karnsopa, Xiaolong Wei Pages: 136 - 146 Abstract: A serial verb sentence is a widely used sentence pattern in Chinese language. However, the processing method of conjunctive structure in Thai language is different from that of Chinese. Therefore, the author studied the connection and difference between Chinese and Thai serial verb sentence patterns, and summarized the steps of Chinese to Thai translation of serial verb sentences. The article first classifies and compares Chinese serial verb sentences and Thai serial verb sentences. Then, it concludes a reasonable plan for translating Chinese to Thai, so that the translation could meet the daily expression of the Thai people. From the outcome, it is hoped to provide learning ideas and suggestions for future Thai Chinese learners in the learning of serial verb sentences. PubDate: 2022-11-28 Issue No:Vol. 6, No. 2 (2022)
Authors:Wenshang Li Pages: 147 - 160 Abstract: Taking 30 provinces in China as the study objects, and the five years around 2013, when the Belt and Road was proposed (2008-2018), as the time dimension, this paper empirically verifies the impact of foreign trade on the total factor productivity or technological progress in China’s provinces in the context of “The Belt and Road” with the dual difference model. The study shows that “The Belt and Road” initiative had significantly promoted the TFP in various provinces and cities in China, while foreign trade had a significantly inhibitory effect on TFP, and the inhibitory effect is more significant in the eastern region; In addition to the overall analysis, this paper conducts the division of China to analyze the regional differences and the mechanism of action. The Belt and Road initiative positively affected the growth rate of TFP in the central and western regions by promoting technological progress, while the promotion effect in the eastern regions was mainly exerted through the promotion of technological progress; The foreign trade had a negative effect on the regional TFP mainly by affecting technological progress, and had a positive effect on the improvement of TFP in the central and western regions by promoting scale efficiency. Finally, based on the empirical results, corresponding policy suggestions are put forward, hoping to provide some ideas for the high-quality economic development of China’s provinces in the new era. PubDate: 2022-11-28 Issue No:Vol. 6, No. 2 (2022)
Authors:Chittima Chantharaphon, Lijun Jia Pages: 161 - 177 Abstract: The COVID-19 pandemic affects tourism industry in Thailand; consequently, Chinese tourists put off travelling to Thailand. The People of China has encouraged Chinese people to travel overseas; therefore, there was an increasing number of Chinese tourists in Thailand because Thailand has beautiful natural scenery. The great number of Chinese tourists are young. The researcher thinks that cultural backgrounds and lifestyles of young Chinese tourists are different from other groups, therefore, this research aims to study the factors affecting travelling in Thailand of young Chinese tourists. This study promotes the development of tourism industry in Thailand and also provides a great insight for young Chinese tourists who are planning to travel in Thailand. The study is survey research. The random samples of this research were 302 young Chinese tourists who have visited Thailand. The instruments used was questionnaire which is designed based on the Marketing Theory of 4Ps. The questionnaire is related to food, accommodation, transportation, tour, shopping and entertainment. The data collected will help researcher to analyze their feelings and experience including existing problems and impacts of young Chinese tourists during travelling. The data was analyzed by using SPSS 25. The description analyses included frequency analysis, percentages average, mean and regression analysis. The findings of this study found that factors such as transportation, economic conditions, food & beverage and entrainment, Thai local craft and products, shopping, affect young Chinese tourists’ decision making on traveling to Thailand were significantly related. In addition, this study also provides appropriate recommendation for improving the development of tourisms among young Chinese tourist travel to Thailand. PubDate: 2022-11-28 Issue No:Vol. 6, No. 2 (2022)
Authors:Teavakorn Khumsat, Xinhui Lu Pages: 178 - 190 Abstract: Body parts are a conceptually rich domain, and are often used as the source domain for conceptualizing other conceptual domain, i.e. conceptualization. However, it is not arbitrary for the conceptualizer to use body parts as the source domain of conceptualization to conceptualize the other concepts. It needs to be carried out under the operation of cognitive mechanisms such as metaphor and metonymy. Among them, the metonymic cognitive mechanism plays an important role in the conceptualization no less than metaphor. Based on the viewpoint of cognitive linguistics, semantic structure is equivalent to conceptual structure, this paper analyzes the meaning extension of body part term “/hǔa/ (head)” and “/mɯ:/ (hand)” in the Thai language corpus to indirectly investigate the use of metonymic cognitive mechanism by Thai native speakers in the process of using body parts to conceptualize other non-body parts. The study found that Thai native speakers used three types of metonymic cognitive models in the process of using body parts “head” and “hands” to conceptualize other concepts based on metonymic cognitive mechanisms, namely, THE PART FOR THE WHOLE, THE WHOLE FOR THE PART, A PART FOR ANTHER PART, and found that the body parts “head” is more prominent that “hands”. PubDate: 2022-11-28 Issue No:Vol. 6, No. 2 (2022)
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