BU Academic Review

Managerial Implications to Identify Supply Chain Performance Factors Influencing Stages of Customer’s Purchase Decision of Household Refrigerator at Department Store in Bangkok

Islam Md. Mohaimenul, Suthinan Pomsuwan — Wed, 20 Dec 2023 00:00:00 +0700

The objectives of this study were to study the resource utilization, the information sharing, the inventory management, the order process with logistics support, and the electronic data interchange through customers’ purchase decision process of household refrigerator at department store in Bangkok. The sample sizes of 222 respondents from the Taro Yamane formula table through applied systematic random sampling. Questionnaires are used as a data collection tools to accumulate customer feedback from demographic factors through customer purchase decision stages and find out supply chain performance factors influence customer purchase decision stages. The reliability tested by Cronbach’s alpha coefficient with the value of 0.982. The descriptive statistics consisted of frequency, percentage, mean, and standard deviation and the inferential statistics were multiple regression analysis with 0.05 significance. The results found that decision recognition with resource utilization, information search with information sharing, evaluate alternative with inventory management, purchase behavior with order process and logistics support and post purchase behavior with electrical data interchange had a positive relationship. The supply chain performance factors had positively influence customer purchase decision. In addition, supply chain performance predictors quality, environment, location, price information, stock information, new product update information, balance inventory, order fill rate, accessories availability, speed of response, work in process rate, billing and tracking, booking, process work and database had unique contribution in customer purchase decision.

Celebrity Cyberbullying in Thai Society

Pan Chatchaiyan — Wed, 20 Dec 2023 00:00:00 +0700

This research aims to investigate the types and contents of celebrity cyberbullying, and methods of coping with cyberbullying of celebrities. The literature review includes the notion of celebrity cyberbullying, celebrity studies, and digital media and communication studies. A content analysis was conducted on 545 online news articles related to celebrity cyberbullying from 2021-2022, which included 83 cases of celebrities being cyberbullied. The research results revealed five types of celebrity cyberbullying in Thai society: online celebrity bashing, hate speech, online social shaming, “traditional” cyberbullying, and cancel culture. Additionally, the research found that celebrity cyberbullying content often involved behavior that violates social norms, body shaming, politics, and other issues. The research identified five coping methods for celebrity cyberbullying: using the law, providing clarification, biting back, apologizing, and ignoring/letting go.

The Role of Innovation Influencing the Relationship between Digitalisation and ESG Performance

Pittawat Ueasangkomsate, Solada Theanwach — Wed, 20 Dec 2023 00:00:00 +0700

The objectives of this research were to study the relationship between business digitalisation and ESG performance as well as to investigate the role of innovation in influencing the relationship between business digitalisation and its ESG performance in the private sector. The sample consisted of 365 private sector employees in Bangkok, selected through convenient sampling. Data were collected by using online questionnaires. Statistical analysis included percentages, means, standard deviations, multiple regression analysis, and the Hayes Process Macro method. The results showed that business digitalisation has a significant positive impact on ESG performance. Moreover, innovation acts as a moderator variable in the relationship between business digitalisation and ESG performance. These findings revealed that businesses should effectively manage innovation to enhance the relationship between their digitalisation efforts and ESG performance. However, the limitation of this research is that it focused only on a sample group consisting of private sector employees in Bangkok. Therefore, in future research, it is recommended to expand the sample group to cover a wider range. This expansion would allow the research findings to be applied as guidelines for developing ESG performance.

The Impact of Media Freedom on Corruption: A Cross-Country Panel Analysis

Tanrapan Tanavichcha — Wed, 20 Dec 2023 00:00:00 +0700

The objective of this study is to investigate the impact of press freedom on corruption and also analyze how internet freedom affects corruption. The empirical analysis involved an unbalanced panel of 118 countries from 1998 to 2017, thus covering a period of 20 years for press freedom and corruption and an unbalanced panel of 46 countries from 2011 to 2020 covering a period of 10 years for the analysis of internet access and corruption. The results show that press freedom and its legal and political influences have statistically significant negative effect on corruption. A free press reduces corruption. However, in the empirical analysis involving internet freedom on corruption, the study finds no significant effect on corruption. Furthermore, it finds that countries with high exports of natural resources tend to increase corruption, the factors of economic growth and political rights can reduce corruption. The results are consistent in both parts of press and internet media.

Measuring Efficiency of Operational Performance of Cooperatives Which Borrow Money from the Cooperative Development Funds

Pornchai Supavititpattana — Wed, 20 Dec 2023 00:00:00 +0700

The objective of this study is to evaluate the operational performance efficiency of cooperatives which borrow money from the Cooperative Development Funds. A sample group of 50 cooperatives was selected for analysis by using the Data Envelopment Analysis (DEA) method with the calculation of factors of production (Input orientation) and analysis of the factors of production (Output orientation). Data about the volume of cooperative’s borrowing and the interest rate are collected from the Cooperative Development Fund, 2019, and the data of the operational performance of cooperatives in which borrowed money from the Cooperative Development Funds are collected from the Cooperative Auditing Department. There are variable factors of production (Input factor), including the amount of the loan. interest rate and the factors of production (Output factor) are including the business volume, income and net profit (loss) for evaluating the operational efficiency of cooperatives under the condition of assumption (CRS) and variable yields (VRS).

The study found that, most of cooperatives have the operational performance lower than the optimum level. There are only 5 cooperatives have an efficiency and also have an appropriate production scale. Excess production and missing productivity (Input Slacks and Output Slacks) of the cooperative. After consideration, it was found that the excess factors of production occurred with the amount of the loan. For the shortage of output will occur with business volume, income, and net profit (loss), cooperatives should increase the cooperative’s business by investigate demand of the cooperative’s member to increase the business volume. Therefore, if the cooperative can take the above factors take into consideration to improve and develop the efficiency of their cooperatives. It will be able to reflect the operational performance efficient of the cooperatives which borrowed money from the Cooperative Development Funds.

Confirmatory Factor Analysis of Electronic Word of Mouth of Local Coffee Shops

Thitaree Sirimongkol, Chatchanun Nitiwattana — Wed, 20 Dec 2023 00:00:00 +0700

The purpose of this quantitative research is to analyze factors of word of mouth of local coffee shops. A structural questionnaire was applied to collect data from 250 samples by convenience sampling. Statistics used to analyze data included percentage, frequency, exploratory and confirmatory factor analysis. The findings show that electronic word of mouth of local coffee shops was composed of 6 components, including the involvement component, the source credibility component, the quality component, the sender’s expertise component, the recommendation rating component and the quantity component. The model had goodness-of-fit with the empirical data which the value of χ² = 2.882, df =7, P-value =.896, χ²/df =.412, GFI =.996, AGFI =.989, CFI =1.000, RMSEA =.000 and RMR =.005

Effectiveness of the Lazada Marketing Strategy: A Case Study of FISH4DOGS under the Pet Lovers Centre Thailand

Rasaya Pinyapap, Patama Satawedin — Wed, 20 Dec 2023 00:00:00 +0700

The objectives of this study were to examine a marketing strategy and marketing tool of the Pet Lovers Centre Thailand through a variety of promotional tools provided in Lazada University and to study and investigate the Lazada promotional tools. The aftermaths of applying these Lazada promotional tools were to encourage customers for their greater levels of awareness, visitors, and purchases, leading to a greater extent of profits and revenues in Lazada. This study employed a premium dry dog food product, FISH4DOGS given by the Pet Lovers Centre Thailand as a case study. The experimental-based research method was also used and conducted between 24 March and 7 April 2022, i.e. 15 days in total.

The results of the study revealed that such Lazada promotional tools could effectively enhance a higher degree of awareness and purchase among the customers. This could bring an actual profit. According to the experimental-based research, it was found that the grand total benefit for the FISH4DOGS provided by the Pets Lovers Centre was Baht 13,020. Comparing to the Return on Advertising Spend, shortly ROAS, the brand had received a revenue as equal as 3.27 which was worth investing. Baht 3,987 was an amount of money spent for advertising. The effectiveness of the Lazada promotional tools could be observed in 34,988 impressions and 403 clicks on the product page. Apart from this, the better performance could be found from manual setting rather than the auto counterpart, promoting through search placements rather than that via featured, recommended product placements, and retargeting strategy rather than the lookalike-audience counterpart.

Causal Relationship between Electronic Word of Mouth and Purchase Intention of Consumers in Thailand

Kittinart Nunthong — Wed, 20 Dec 2023 00:00:00 +0700

This empirical research aims 1) to investigate the antecedents of electronics word-of-mouth (eWOM) of consumers in Thailand 2) to analyze confirmatory factors of electronic word-of-mouth affecting purchase intention of consumers in Thailand and 3) to study antecedents of electronics word-of-mouth affecting purchase intention of consumers in Thailand. This research used mixed method and content analysis was used to analyze the qualitative data. The results were consistent with the literature review. In the quantitative research, the structural model results indicated model fit with the empirical data. Volume was positively affected purchase intention. Volume and argument quality positively affected purchase intention via information usefulness and eWOM. Valence and source credibility positively affected purchase intention via eWOM credibility and eWOM. The eWOM antecedents explained purchase intention 74% at significant level .05

Causal Model for Creative Leadership Development of Administrators in Provincial Administrative Organizations, in Thailand

Taweesan Wichaiwong, Pakdee Phosing, Yupaporn Yupas — Wed, 20 Dec 2023 00:00:00 +0700

This study was aimed at confirming the causal model for creative leadership development of administrators in provincial administrative organizations. The quantitative research method was applied to study. Questionnaire was conducted with 380 administrators in provincial administrative organizations. Random sampling was used from the entire population, and a Confirmatory Factor Analysis was conducted. The results showed that the analysis of the causal model for creative leadership development of administrators in provincial administrative organizations correlated with the empirical data, based on the parameters of the indicators used to verify the validity of the model, namely, = 20.13, df = 15, /df = 1.342, p-value = 0.167, CFI = 1.00, GFI = 0.99, AGFI = 0.96, RMSEA= 0.030, and SRMR = 0.017. The model, according to the theory, correlated with the empirical data. That is to say, the development of creative leadership should be considered based on 2 major factors: creative leadership, and success of the creative leadership. The result of the study led to recommendations that the key element in the development of creative leadership in an agency or different organizations, especially the provincial administrative organizations, should principally incorporate creativity and enhancing motivation to achieve organizational goals among personnel.