http://www.assumptionjournal.au.edu/index.php/auhiu <p><strong>Aims &amp; Scope</strong></p> <p><strong>Online ISSN</strong> 2774-0110 (Online)</p> <p>The <em><strong>AU-HIU International Multidisciplinary Journal</strong></em> is a Biannual International Journal, the articles published in January &amp; July Issues are Triple, Double-Blind Peer Reviewed across the entire spectrum of academic fields:</p> <p>[1] Finance: Finance, Accounting, Financial Economics</p> <p>[2] Economics: Econometrics, Applied Economics, Development Economics</p> <p>[3] Business: Management, Marketing, Decision Sciences, Information Technology</p> <p>[4] Social Sciences, Multidisciplinary: others</p> <p>Based on its originality, importance, interdisciplinary interest, timeliness, accessibility, elegance, and unforeseen conclusions.</p> <p>The <em><strong>AU-HIU International Multidisciplinary Journal </strong></em>is a joint journal between <strong>Assumption University, Bangkok Thailand,</strong> and <strong>Heilongjiang International University, PRC. </strong>Journal publishes works by professors, practitioners, and students, focusing primarily but not exclusively. In a departure from the standard academic journals and keeping with its role Journal serves as a forum to further the discussion of compelling regional and global issues One can utilize the opportunities and face challenges of this changing world.</p> <p><a href="http://www.assumptionjournal.au.edu/index.php/auhiu/about">Read More</a></p> Assumption University, Thailand en-US AU-HIU International Multidisciplinary Journal 2774-0110 http://www.assumptionjournal.au.edu/index.php/auhiu/article/view/7295 <p><strong>Purpose: </strong>The prominence of Corporate Social Responsibility (CSR) within the international business environment has permeated higher education wherein it has been incorporated alongside the study of business ethics in curricula across many majors. This study is unique in the literature of CSR education in that it &nbsp;sought to determine if CSR sensitivity differed between undergraduate business majors and undergraduates majoring in the fields of science, technology, engineering, and mathematics (STEM). <strong>Research Design:</strong> A Mexican university was analyzed using demographic and attitudinal variables in a self-administered survey. The results indicated that students with STEM majors showed a higher CSR sensitivity than business majors – a unique finding in CSR literature. <strong>Findings:</strong> In general, female students had a higher sensitivity to CSR than male students. Students, regardless of their major, with little or no work experience expressed a higher sensitivity to CSR. Finally, year of study was significant in that seniors expressed a higher sensitivity than freshmen.&nbsp;</p> Alexander Franco Copyright (c) 2023 Alexander Franco https://creativecommons.org/licenses/by/4.0 2023-07-26 2023-07-26 3 1 15 http://www.assumptionjournal.au.edu/index.php/auhiu/article/view/7321 <p>China boasts a diverse tea culture, being the world's largest tea producer, consumer, and exporter. As China's economy grows, and living standards improve, the demand for tea continues to rise, making it a critical product for marketers to understand. The purpose of this study is to identify the factors that influence consumer behavior towards Wuzhou Liupao Tea and provide recommendations for its development and marketing. Data was gathered through a consumer behavior survey, and 392 complete responses from Liupao tea consumers were analyzed using the JAMOVI program. The research results indicate that price, education, perceived culture, healthiness, and pecuniary condition are crucial factors positively impacting consumer behavior towards Liupao tea. As such, it is recommended to highlight these factors in marketing and promotional activities, including tailored pricing strategies, educating consumers on the product's health benefits, acknowledging the diversity of consumer cultural perspectives, emphasizing Liupao tea's health benefits, targeting consumers with good economic conditions, and providing more affordable choices for low-income groups. These suggestions could help Liupao tea producers and marketing personnel to enhance product competitiveness, expand market share, and provide policymakers with valuable insights for relevant policy formulation.</p> <p>&nbsp;</p> <p><strong>Keywords:</strong> Chinese tea, Liupao tea, Guangxi, Influence factor, Consumer behavior</p> <p><strong>&nbsp;</strong></p> <p>JEL Classification Code: <strong>H24, I12, I21, L17, P24</strong></p> <p>&nbsp;</p> Minggui Zhou Chompu Nuangjamnong Copyright (c) 2023 Minggui Zhou, Chompu Nuangjamnong https://creativecommons.org/licenses/by/4.0 2023-07-26 2023-07-26 3 16 28 http://www.assumptionjournal.au.edu/index.php/auhiu/article/view/7368 <p><strong>Purpose: </strong>Nowadays, the short video industry is on the rise and many applications have come out of nowhere to fill a lot of fragmented time. TikTok, Racer, WeChat video number, short ten seconds or so, up to a few minutes of long videos are available. As a mainstream Internet application, the short video industry market competition pattern is relatively stable.</p> <p>At present, China's short video industry competition faction mainly today's headlines, Tencent, Racer, Baidu, Sina, Ali,</p> <p>Meitu, B station, 360 and NetEase, of which, of the current hottest video platform - Jieyin belongs to today's headlines; Racer short video belongs to the Racer system. More and more people choose to fill the fragment time with short videos. This study analyzes the behavioral intention factors of content producers who use ShakeYin to post short</p> <table> <tbody> <tr> <td width="93"> </td> </tr> <tr> <td> </td> <td> </td> </tr> </tbody> </table> <p><br />videos, Especially in central China, factors including perceived usefulness, perceived simplicity of use, trust, attitude, and social impact. <strong>Research design, data and methodology: </strong>Examining the behavioral intent of TikTok content makers is the goal of this study， after which the questionnaire was created in the form of a poster and distributed to 439 content producers who have used TikTok to post videos since the past six months, selected using convenience sampling and snowball sampling, and this study includes a series of data references such as descriptive analysis, Multiple linear regression analysis and correlation analysis. <strong>Results: </strong>The results of this research will make it easier to optimize and enhance Content Producer' s services for content creators and to successfully use social influence, trust, and attitudes to encourage individuals to use Content Producer and create content</p> Mengyuan Xue Bhumiphat Gilitwala Copyright (c) 2023 Mengyuan Xue, Bhumiphat Gilitwala Phd https://creativecommons.org/licenses/by/4.0 2023-07-26 2023-07-26 3 29 48 http://www.assumptionjournal.au.edu/index.php/auhiu/article/view/7450 <p><span style="font-weight: 400;">Historically, China has consistently ranked among the top sources of international tourism population in Thailand. In early 2023, the Chinese government formulated new policies for personal and organized travel. After three years of silence, Chinese people are finally able to return to the Thai tourism market. Chinese tourists need to return to a safe Thailand because Thailand is a popular tourist destination for Chinese tourists. As a result, increased Chinese tourism activity will greatly help Thailand's tourism industry and economy. To explore the views of Chinese tourists on Thailand's security issues after the COVID-19 pandemic, the objective of this study is to examine the considerations of personal safety and risk among Chinese tourists when selecting international travel destinations. Additionally, it aims to analyze the factors that contribute to Chinese tourists' concerns regarding the risks of crime and violence specifically in Thailand. Furthermore, the study seeks to explore potential strategies and measures to enhance the safety and protection of Chinese tourists while in Thailand. From February 24th, 2023, to March 9th, 2023, this study interviewed tourism industry practitioners and Chinese tourists. Findings from this study add specific detail to the currently limited information about on-site experiences, particularly the Chinese views of safety aspects in Thailand. The respondents discussed in detail the awareness of Chinese tourists about the risks of crime and violence in Thailand and proposed measures they believe can better protect the safety of Chinese tourists in Thailand. Although many factors make Chinese tourists worried about the risk of violence and crime in Thailand, they still believe that Thailand is a relatively safe tourist destination.</span></p> <p>&nbsp;</p> <p><strong>Keywords: </strong><span style="font-weight: 400;">Thailand travel, Crime and Violence Risk, Chinese Tourist</span></p> xinyan Li Adarsh Batra Copyright (c) 2023 xinyan Li, Adarsh Batra https://creativecommons.org/licenses/by/4.0 2023-07-26 2023-07-26 3 49 57 http://www.assumptionjournal.au.edu/index.php/auhiu/article/view/7503 <p><strong>Purpose </strong>– The purpose of this research is to investigate the relationship that social media marketing and advertising impact on purchase intention in Bangkok, Thailand. <strong>Design/Methodology/Approach</strong> - This research is using secondary data analysis and an archival study approach to investigate the factors that how online advertising and marketing have an impact on purchase intention through customer behavior, product awareness, and customer satisfaction. The data was gathered from 390 respondents who have ever used online shopping in the last two months. Moreover, this research adopted three theoretical frameworks from previous studies to construct a new conceptual framework. <strong>Findings</strong> - This research examined the influence of online advertising and marketing impact customer behavior toward purchase intention in online shopping. The finding of the research revealed that online advertising and marketing have an impact on product awareness and customer satisfaction. Moreover, the strength of the relationship between online advertising and marketing and customer satisfaction is stronger than that between online advertising and marketing and product awareness. However, there was no relationship between customer behavior, product awareness, and customer satisfaction do not have an impact on purchase intention in online shopping. Research <strong>Limitations/Implication</strong> - There are some limitations to researching the influence of online advertising and marketing on customer behavior towards purchase intention in online shopping due to time and budget constraints. Moreover, this research is conducted only in Bangkok and collected data from 390 respondents as a sample size of the whole Bangkok population. So, this study may not be completely applicable to people from the whole population of Thailand and in other countries and different periods. <strong>Originality/value</strong> - This research is about how online advertising and marketing impact on customer behavior towards purchase intention in online shopping.</p> <p>&nbsp;</p> Wo Wilaiporn Kongkaew Myint Zu Ko Ko Chompu Nuangjamnong Kitikorn Dowpiset Copyright (c) 2023 Dr. Chompu Nuangjamnong, Wo Wilaiporn Kongkaew, Myint Zu Ko Ko , Kitikorn Dowpiset https://creativecommons.org/licenses/by/4.0 2023-07-26 2023-07-26 3 58 79 http://www.assumptionjournal.au.edu/index.php/auhiu/article/view/7507 <p><strong>Purpose</strong> - The purpose of this research is to analyze the significant influence of price, privacy and security, online reviews, perceived value, trust toward online hotel booking intention. <strong>Design/Methodology/Approach</strong> – The research employs primary and secondary data collection methods to conduct an analysis among factors influencing online hotel booking intentions. The data was collected among 384 respondents traveling within two Airports of Thailand (AOT) located in Bangkok. This research referenced three theoretical frameworks from previous studies for conducting a new conceptual framework. <strong>Findings – </strong>This research is intended to investigate factors influencing online hotel booking intentions. Followed by the findings of this research represented price has a significant influence to perceived value. Privacy and security along with online reviews, which have relationships toward Trust. Lastly, perceived value and trust directly influence online hotel booking intentions. <strong>Research Limitations/Implications - </strong>The limitations of the research displayed several elements limit among factors influencing online hotel booking intention of individual tourists in Bangkok. The scope of this study focused only on booking intentions of tourists who are traveling individually. Moreover, this research focused on the arrival of tourists in Bangkok so it may not be applicable for different nations. Although, diversity of tourists and geographic categories would have different consideration points toward their decision to book the hotel. <strong>Originality/Value – </strong>This research focuses on significant factors influencing online hotel booking intentions.</p> <p>&nbsp;</p> Thanatnun Anutarawaykin Jutamas Joysa Chanthapa Li Chompu Nuangjamnong Copyright (c) 2023 Thanatnun Anutarawaykin, Jutamas Joysa, Chanthapa Li, Dr. Chompu Nuangjamnong https://creativecommons.org/licenses/by/4.0 2023-07-26 2023-07-26 3 80 101