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Data mining for positive customer reaction to advertising in social media
(2018-01-01)
Boonjing, Veera
;
Pimchangthong, Daranee
Social media has become a source of large amounts of data that is extremely useful when data are analyzed properly. Data mining is one of the known techniques to analyze data to find hidden information from a large amount of available data without having prior hypotheses. The objectives of this research were to (1) find the most important factors influencing positive reactions from customers after seeing online advertising in social media, (2) find the most important factors influencing purchasing merchandise that are advertised online, (3) identify customer clusters characteristics that have positive reaction after seeing online advertising in social media, and (4) identify customer clusters characteristics that purchase merchandise after seeing online advertising in social media. The sample size of 370 is collected by questionnaires using convenience sampling method. Data mining with cluster analysis is used to analyze data. The findings indicate the characteristics of “product conscious” and “price conscious” clusters for customer’s reaction and purchasing after seeing online advertising in social media.
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Green support and the use of information technology products
(2018-01-01)
Kurkoon, Pakvalit
;
Pimchangthong, Daranee
;
Boonjing, Veera
Nowadays people need technology in their daily life. This fact involves endless manufacturing of IT products. It increases the environmental problem. Concerned parties know that green IT products and green businesses are eco-saviors. The problem is lack of the green knowledge. This paper proposes and tests a framework that predict consumer intentions to support eco-friendly IT products and businesses. Structural equation modeling techniques was employed for hypothesis testing. The result suggests that to gain support from consumers, there are five criteria: belief in the benefits of a green IT, voluntary spending extra price, green-labels recognition, environmental concerns and influence from green policies/culture. However, social influence was insignificant in the intention to support green IT products. Increasing educational experiences and age strengthen the skepticism about the green IT benefits. The resources sacrifices become stronger with the higher educational experience. The influence of environmental concern is strengthener along with age.
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Data mining for customers' positive reaction to advertising in social media
(2017-11-10)
Boonjing, Veera
;
Pimchangthong, Daranee
The paper aims at 1) finding the most important factors influencing positive customer reactions and purchasing merchandises after seeing online social media advertising and 2) identifying characteristics of customer clusters having positive reaction, as well as of purchasing customer clusters, after seeing online social media advertising. Data from 370 respondents are collected by questionnaires using convenience sampling method. Attribute selection and clustering techniques are employed in data analysis to find important factors and identify customer clusters, respectively. It is found that there is a strong correlation between the reason for clicking advertisement on social media and the satisfaction with merchandise, and between purchasing merchandise online and saving information for further consideration. The findings also indicate the characteristics of 'Product conscious' and 'Price Conscious' clusters for customer's reaction and purchasing after seeing online social media advertising.
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Effects of Risk Management Practices on IT Project Success
(2017-03-01)
Pimchangthong, Daranee
;
Boonjing, Veera
Successful management of an information technology (IT) project is the most desirable for all organisations and stakeholders. Many researchers elaborated that risk management is a key part of project management for any project size. Risk management is so critical because it provides project managers with a forward-looking view of both threats and opportunities to improve the project success. The objectives of this research are to explore organisational factors affecting IT project success and risk management practices influencing IT project success. Risk management practices include risk identification, risk analysis, risk response planning, and risk monitoring and control. The IT project success is measured by process performance and product performance. Data are collected from 200 project managers, IT managers, and IT analysts in IT firms through questionnaires and analysed using Independent Sample t-test, One-way ANOVA, and Multiple Linear Regression at the statistical significance level of 0.05. The results show that the differences in organisational types affect IT project success in all aspects, while the differences on organisational sizes affect IT project success in the aspect of product performance and total aspects. Risk identification and risk response planning influence the process performance and the total aspects of IT project success. Risk identification has the highest positive influence on product performance, followed closely by risk response, while risk analysis negatively influences product performance.
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Effects of Risk Management Practice on the Success of IT Project
(2017-01-01)
Pimchangthong, Daranee
;
Boonjing, Veera
The objectives of this research were to explore risk management practices influencing the success of IT projects. Data were collected from 200 project managers, IT managers, and IT analysts in the IT firms through questionnaires and analysed using the Independent Sample t-test, One-way ANOVA, and Multiple Linear Regression at the statistical significance level of 0.05. The results demonstrated that the differences in organisational types affected the success of IT projects in all aspects, while the differences in organisational sizes affected the success of IT projects in terms of the aspect of product performance as well as total aspects.
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Environmental awareness in information technology adoption and consumer intention to support green businesses: Research agenda for empirical study
(2016-01-01)
Kurkoon, Pakvalit
;
Pimchangthong, Daranee
;
Boonjing, Veera
This agenda scrutinizes the individual perspective and awareness of environmental impact when purchasing and using IT products, the influence of society on IT-product use, the individual's attitude towards green-imaged businesses and the influence of green-imaged business policies. This study referenced communication theories and information system success models as the basis to break down the framework into three phases; Green IT Introduction, Green Individual Acceptance and Green Organizational Impact. This agenda suggests that a consumer will purchase or use environmentally friendly IT products if he/she acknowledges the benefits of protecting and preserving the environment while being willing to spend more money and time, accept reduced product capability and understand the meaning of eco-labels. In addition, the role that peers and superiors play in individual decisions and awareness of which behaviors damage the ecosystem are also elements. Moreover, how willingness to purchase or use green IT product leads to the support of green-imaged businesses.

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