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Empirical analysis of factors influencing student satisfaction with online learning systems during the COVID-19 pandemic in Thailand
(2022-03-01)
Kornpitack, Piriyakorn
;
Sawmong, Sudaporn
Starting in early 2020, Thailand's education system came to a grinding halt due to the global COVID-19 pandemic, which created a fervor-like effort to move from traditional classrooms to online education. However, the process has experienced significant troubles. Therefore, starting in June 2021, multiple-stage random sampling and simple random sampling were used to select a sample of 270 Thai high school students across nine Thai provinces. Using a network of Thai teachers, students were assisted with their questionnaire input using Google Form. LISREL 9.1 software was used to conduct the subsequent goodness-of-fit (GOF) assessment and the confirmatory factor analysis (CFA). A structural equation model (SEM) was used for the 53-item questionnaire, which contained eight latent variables, 18 observed variables, and ten hypotheses. Descriptive statistics were used to analyze the SEM's output and ten hypotheses. After that, it was calculated that the model's causal variables had a positive effect on SS, which had an R<sup>2</sup> of 54%. The analysis also revealed that when ranked by total effect (TE) values, performance expectancy (PE = 0.43) was most significant, followed by actual use (AU = 0.30), learner interaction (LI = 0.18), and behavioral intention (BI = 0.12). Overall, hypotheses testing established three moderately strong correlations, four weak correlations, and three unsupported hypotheses. The novelty of our study is the growing concern of stakeholders for how online learning affects student satisfaction due to the deadly global COVID-19 pandemic. This study's research contribution is that it is unique in that it was conducted during the pandemic lockdown while students were participating in Thai Ministry of Education (MOE) online courses. This paper contributes to the online education domain by providing research directions and implications for future researchers. In conclusion, the study confirmed that the model adequately explained causal relationships between variables and presented direct and indirect significant impacts on online SS, promoting learners' better academic performance and knowledge acquisition.
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Factors Influencing Shoppers’ Behavioral Intention to Purchase Smart Phones: Digital Transformation Through YouTube User Generated Content
(2022-01-01)
Thirakulwanich, Anuphat
;
Sawmong, Sudaporn
This study explored the factors that influence shoppers’ behavioral intention to purchase smartphones based on User Generated Content on the YouTube platform. The study was underpinned by two critical theories which include; Extended Technology Acceptance Model (TAM) and Source Credibility Theory to understand how UGC on YouTube was applicable in influencing purchase decisions. The independent variables were UGC, perceived credibility, and perceived usefulness. The study adopted a quantitative descriptive survey research design. A questionnaire was used to collect data from a sample size of 442 YouTube users in Thailand and the data were analyzed using SEM. The findings revealed that user-generated content on YouTube has a positive effect on perceived credibility, perceived usefulness, and behavioral intention to purchase smartphones. It also showed that perceived usefulness and perceived credibility have a positive effect on behavioral intention to purchase smartphones. Ultimately, the study also found that UGC on YouTube has an indirect and significant effect on behavioral intention to purchase smartphones mediated for both perceived usefulness and perceived credibility. The study recommends that future studies should consider different social media platforms where UGC are available to test for consistency, and also incorporate a mixed method of research involving qualitative data that will allow respondents to provide clarifications for their decisions. A few imitations of the study could be highlighted. The first limitation is within the scope of the study, from the fact that the study’s focus was on one social media channel – YouTube. The study focused more on the user-generated content on YouTube and added two more variables (perceived credibility and perceived usefulness).
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Integrated marketing communication model for creating brand loyalty to Japanese cars in Thailand
(2018-10-01)
Sawmong, Sudaporn
Thailand automobile market has experienced growth for several years due to worldwide economic growth. The proposed policies present great opportunities for Japanese car companies who have such technologies and willing to invest in an emerging markets region. This research aimed to find the integrated marketing communication model for creating brand loyalty to Japanese cars in Thailand. The quantitative data was collected via questionnaire survey to 460 Japanese car customers in Thailand. The sampling method used the simple random sampling at the department of Land Transport, Bangkok, Thailand. The descriptive statistics applied in this research consist of mean average, percentage and frequency, whereas inferential statistics consisted of confirmatory factor analysis, path analysis and Structural Equation Modeling. The study found that the integrated marketing communication model for creating brand loyalty to Japanese cars in Thailand consisted of car factors, customer psychological factors, integrated marketing communication tools, and brand loyalty. The constructed model developed by this research is consistent with the empirical data and showed the ability to predict value perception to an acceptable degree with a multiple correlation's squares (R<sup>2</sup> of 87 %, GFI = 0.96, AGFI = 0.93, Chi-Square = 114.91, DF = 94, P-Value = 0.089, and RMSEA = 0.022. These finding were achieved through better understanding and addressing the Japanese car producer on integrated marketing communication model for creating brand loyalty in Thailand. The practical implication model has been suggested in this paper.
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An analysis of competency, needs, and gap on Thai engineering capabilities within ASEAN
(2018-01-01)
Kraisuth, Duangporn
;
Sawmong, Sudaporn
Just two nations in Southeast Asia have committed to programs and funding to prepare over 72, 000 new PhD researchers and academics for specific industries. This study, therefore, conducted both a quantitative and qualitative analysis of 412 Thai engineers selected from a population of 1211 Thai Federation of Industries companies to investigate how need, gap, and competency affected Thai engineer work capability. The structural equation model was conducted with AMOS 21 software and from the analysis, competency (β = 0.16) and needs (β = 0.77) demonstrated a significant effect on capabilities, while needs demonstrated a significant effect on the gap. Additionally, cultural awareness of other Asian regional nations ranked as the weakest link in an engineer's capability perception.

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