Journal of Business Administration and Languages (JBAL)

Factors Affecting the Decision-making Process of Consumers, In Order to Use the Shopping Service via Online Platform

Narudom Torthienchai, Achaya Klavaech, Pongsaran Wongchanadech — Thu, 28 Dec 2023 00:00:00 +0700

Nowadays, technology is constantly evolving in response to changing consumer behavior due to environmental factors. Therefore, it is necessary for the business sector to adapt in order to effectively meet the needs of consumers, especially in the convenience store business. The objectives of this research were: 1) to study the marketing process that affects the decision to buy products from online convenience stores; and 2) to study the factors influencing confidence in the decision to buy products from convenience stores. online This research uses a quantitative research method. A questionnaire was used as a tool to collect data from a group of 400 people who had experience buying products from online convenience stores. The statistics used to analyze the study data were descriptive statistics. used to analyze data for narrative purposes with preliminary statistics by using frequency, percentage, mean, and standard deviation methods.

The results of the research revealed that promotional marketing communications influenced purchasing decisions through online convenience stores the most through social media. In terms of attitude, it was found that self-traveling behavior was difficult, and buying online can solve travel problems in terms of time. and the price is cheaper than the storefront, but experience may be required for ease of use. In terms of confidence, it was found that brand reputation builds confidence in terms of product quality, warranty, trial, and purchase decision in order to get products that meet the needs, which results in returning repeat purchases.

Marketing Mix Factors in The Perspective of Customers (7C's) that Affect Car Battery Purchase Decisions in the Northeastern Region Case Study S.Alaiyon Auto Part Co., Ltd.

Intira Wangtaken, Bussagorn Leejoeiwara — Thu, 28 Dec 2023 00:00:00 +0700

The objective of this study is to investigate the 7C's marketing mix factors from the perspective of customers that affect the decision to purchase car batteries in the northeastern region of Thailand. Data was collected from 400 individuals who use personal cars, car repair shops, and auto parts stores in the region, using a questionnaire with a Cronbach's alpha reliability coefficient of 0.97. The statistical analyses used were percentages and multiple logistic regression with a 95.00 percent confidence level.

The research found that the marketing mix factors that influence customers' decision to purchase car batteries are: 1) having a variety of product brands and price levels to choose from, 2) providing off-site services (delivery), 3) having customer-friendly facilities with enough seating, 4) extending the warranty and after-sales services, 5) offering free gifts or incentives to customers, 6) providing fast service by the staff, 7) having courteous and professional service providers, 8) ensuring fast service from the beginning to the end of the sales process, 9) greeting and thanking customers by the staff, and 10) having enough seating for service delivery. The prediction accuracy of the model was 97.80 percent.

Marketing Strategy to Increase Sales of Non-pharmaceutical Medical Supplies Used in Operating Rooms of Tertiary Care in the Northeastern Region of Thailand

Peerapon Moolprom, Bussagron Leejoeiwara — Thu, 28 Dec 2023 00:00:00 +0700

The objectives of this paper were to: 1) study the behavior and buyer journey of the decision-making process and marketing mix factors influencing the decision to purchase non-pharmaceutical medical supplies, and 2) develop the marketing strategy to increase sales of non-pharmaceutical medical supplies. The study was a sample group of 400 individuals who had previously purchased non-pharmaceutical medical supplies from tertiary care in the Northeastern region. The data collection tool was a questionnaire. The statistical analysis includes percentages, means, standard deviations, and logistic regression analysis, combined with PESTE, five forces model, SWOT, and TOWS Matrix.

The results found that the purchasing behavior of non-pharmaceutical medical supplies placed importance on the quality, standards, and reputation of the company. The marketing mix factors had the highest level of important in 31 items, and the purchasing decision journey process had the highest level of agreement with 23 items. The marketing mix factors in 7 items include: 1) receiving information from sales staff, 2) comparing prices from many companies, 3) having appropriate prices and quotations for price comparison, 4) product quality consistent with needs, 5) if satisfied with the products and services, will purchase again. 6) if the product is found to have quality consistent with the needs, will tell to co-workers or the network. 7) if satisfied in products and services, will tell to co-workers or the network, that had effect on the decision to purchase non-pharmaceutical medical supplies. Finally, there were 4 projects of marketing strategy to increase sales, as follows: 1) Best Performance Employee Award, 2) Brand Loyalty Program, 3) Co-Creation for Research and Innovation Development, and 4) Business Partner (B2B).

The Antecedent Factors Influence Tiktok Live Impulsive Purchase Behavior Application S-O-R Framework: A Case of Young Adults and Senior Consumers

Rachata Rungtrakulchai, Warangrat Nitiwanakul — Thu, 28 Dec 2023 00:00:00 +0700

Tiktok live steam shopping is novel form of social commerce popularity toward global consumers. Moreover, impulsive purchase behavior is crucial to understand consumer decision process, deeply consumer insight for sustainable competitive advantage and competitive tools for developments of social media marketing strategies. The purpose of this study is to examine antecedent factors influence of Tiktok live impulsive purchase behavior among young adults and senior consumers. This study based on theoretical of Stimulus-Organism-Response (SOR) paradigm with Mehrabian-Russell model to develop hypotheses and conceptual framework. The various stimuli variables proposed with perceived promotion, price, perceived quality, perceived usefulness, perceived trendlines, perceived interactivity, and perceived enjoyment effected toward customer satisfaction and impulsive purchase behavior. The focus group discussion results designated that perceived promotion, perceived enjoyment and perceived quality were important as key antecedent factors influence overall satisfaction toward Tiktok live impulsive purchase behavior. Additionally, Tiktok live impulsive purchase behavior were different among two groups. For young adult consumers, perceived trendlines, perceived enjoyment, perceived interactivity, perceive promotion and perceived quality was found to be essential factors that enhance satisfaction toward Tiktok impulsive purchase behavior. For senior consumers, in contrast, emphasized perceived price, perceived promotion, perceived quality, perceived usefulness, perceived enjoyment effect toward satisfaction of Tiktok impulsive purchase behavior. The study contributes knowledge to understand consumer insight to understanding of S-O-R theory application in Tiktok live-commerce context, and enriches research antecedent variables of impulsive purchase behavior based on formation mechanism toward managerial implication.

The Influence of Digital Satisfaction and Precursor Factors Affecting Consumer Behavior of E-book Purchase Intentions through Application Channels of Consumers in Bangkok

Thu, 28 Dec 2023 00:00:00 +0700

The objective of this quantitative research was to study the influence of platform quality, adoption and use of technology, and digital satisfaction on the intentions of buying electronic books (e-books) through consumer application channels in Bangkok. The tools employed in the research were online questionnaires and data collected from sample groups who had been making purchases through online applications (400 people in Bangkok). The statistical measures used for data analysis included frequency, percentage, mean, standard deviation, and skewness. A structural equation model was utilized for the analysis.
The findings are as follows (1) Platform quality has a positive and direct influence on digital satisfaction. (2) The adoption and use of technology have a positive and direct influence on digital satisfaction. (3) Digital satisfaction has a positive and direct influence on the intentions of buying e-books (e-books) through consumer applications in Bangkok.

The Influence of Japanese Communication (Ho Ren So) between Monodzukuri Personnel Development and the Performance of Production Staff of the Air-conditioning Industry

Thanaporn Sornpradit, Boonyada Nasomboon — Thu, 28 Dec 2023 00:00:00 +0700

The purpose of this research was to investigate Monodzukuri Personnel Development and Japanese Communication (Ho Ren So) on The Performance of Production staff in The Air-Conditioning Industry of Japanese Enterprises. This quantitative research was conducted using a questionnaire as an instrument to collect data from Production staff in the Air-Conditioning Industry of Japanese Enterprises 400 samples were selected by stratified random sampling. Data were analyzed using frequency, percentage, mean, standard deviation, data screening, confirmatory factors analysis (CFA), and structural equation modeling (SEM) using path analysis.
The analysis results showed that Monodzukuri Personnel Development Japanese communication (Ho Ren So) and work efficiency were very high with averages of 4.27, 4.23, and 4.22 respectively. The causal structural relationship model of The Air-Conditioning Industry in Japanese Enterprises showed a well-fitted Chi-Square = 187.180, df = 29, Chi-Square/dt = 6.454, p = 0.000, CFI = 0.956, GFI = 0.911, AGFI = 0.831, RMR = 0.015. a coefficient of 0.68. The research result showed that Monodzukuri personnel development directly affects operational performance by 0.12 and Japanese communication (Ho Ren So) directly affects operational performance by 0.75. The research results also found that Monodzukuri personnel development indirectly affects operational performance through the mediator variable Japanese communication (Ho Ren So) by 0.44 and total effects by 0.56. Therefore, the organization should increase operational skills for enhancing operational efficiency by improving operational skills to improve their work efficiency establish a Japanese communication culture (Ho-Ren-So) transfer work methods to all employees, and putting them into practice to enhance sustainable performance.

The Influence of Male Artists as Cosmetic Product Presenters on Brand Equity, Brand Credibility and Relationship Continuity Expectation of the Brand among Consumers in Bangkok Metropolitan Region

Thu, 28 Dec 2023 00:00:00 +0700

The purpose of this research was to study the influence of male artists as cosmetic product presenters on Brand equity, brand credibility and Relationship continuity expectation of the brand among consumers in Bangkok Metropolitan Region. with brand credibility as an intermediate variable. This research is quantitative research. A survey was conducted using questionnaires from people who had previously purchased a cosmetic product presented by a male artist. Total 300 people. Descriptive statistics were used: percentage, mean, standard deviation. and inferential statistics which were analyzed by Simple Linear Regression, analysis of intermediate variable via Regression and mediation test via Process Macro.
The results showed that the credibility of male artists had a positive influence on brand value. and the credibility of male artists (Celebrity Credibility) had a positive influence on Relationship continuity expectation of a brand. And the total influence value decreased from 0.813 to 0.587 with a statistical significance at the 0.001 level indicating that brand credibility is an intermediate variable that influences partial mediation between credibility of male artists and Brand equity. And the total influence value decreased from 0.755 to 0.460 with a statistical significance at the 0.001 level indicating that brand credibility is an intermediate variable that influences partial mediation between credibility of male artists (Celebrity Credibility) and Relationship continuity expectation.

The Knowledge Management Effected on the Employee’s Performance in the Refrigeration Industrial Business

Chedthida Kusalasaiyanon, Wanna Raidee — Thu, 28 Dec 2023 00:00:00 +0700

The objective of this research was to study 1) the level opinions of knowledge management, 2) the level opinions of work performance, and 3) the knowledge management effected on the employee’s performance. The sample of this research was 115 employees, leader level in refrigeration industrial business (Compressor group). The tool for data collecting was questionnaire. The statistics applied for data analysis included frequencies, percentage, means, standard deviation, and multiple regression analysis.

The results show: 1) the overall opinions of the knowledge management were at medium level, 2) the overall opinions of the performance were at medium level, and 3) the results of multiple regression analysis found the knowledge management as aspects; perception and acception, coaching type and communication method effected on work performance of employee statistically significant at 0.05 level.

The Preparation to Online Learning of Chinese Exchange Students Studying in Bachelor of Arts Program in Communicative Thai as a Second Language Program at Huachiew Chalermprakiet University

Wilai Thamvaja — Thu, 28 Dec 2023 00:00:00 +0700

This research aimed to study preparation to online learning according to the opinions of Chinese exchange students studying in Bachelor of Arts program in Communicative Thai as a Second Language Program at Huachiew Chalermprakiet University. The samples consisted of 65 Chinese exchange students in Bachelor of Arts program in Communicative Thai as a Second Language Program at Huachiew Chalermprakiet University, the academic year 2022. In-depth interview was used as the research instrument to collect data.
The results of this study revealed that the aim of learning a second language for Chinese exchange students: to use in future careers and learn to enhance language skills. The students have anxiety before learning online about communication problems with native speakers, self-control during studying problems, equipment or network problems, etc. Students focus on preparing their studies in 3 main areas: content and language, technology and time/place. Moreover, students commented that online learning has several advantages. It’s suitable for unusual situations, able to review lessons repeatedly, reduce the pressure of studying and be more responsible for learning. However, there are quite a lot of limitations. The lack of a language learning environment, lack of interaction in class, difficult to control the student’s behavior and equipment malfunction and network instability.

The Use of Shopping Apps to Maintain and Improve Loyalty in Emerging Economies: Vietnam Case Study

Tien Nguyen Xuan, Eiko Tomiyama, Hideho Numata — Thu, 28 Dec 2023 00:00:00 +0700

Due to the global economic slowdown and social changes caused by the coronavirus pandemic, it has become important to maintain and improve customer loyalty for mobile sales apps, especially in emerging countries where there is room for further development. This study seeks to shed light on the ways in which trust, enjoyment, and perceived risk contribute to the maintenance and improvement of mobile loyalty in the emerging economy of Vietnam. To this end, we carried out a survey among consumers who use Vietnamese B2C sales apps. Conducted online among Vietnamese consumers between October 21-28, 2021, the survey gained valid responses from 700 people (response rate: 100%). We use SPSS to analyze the data from the questionnaire. The results show that in the Vietnamese market, trust and enjoyment have a positive effect on mobile loyalty, while the relationship between mobile loyalty and three demographic elements (sex, number of times purchased, and region) varies.