AU Hybrid International Conference 2024 on " Entrepreneurship & Sustainability in the Digital Era" under the theme of "People Centric Knowledge in Intelligence World"

Teachers’ Perception Towards Factors Influence Online Teaching Readiness

Johann Christine Taday — 2023-03-01

In response to COVID - 19 pandemic, the schools urgently transitioned from traditional teaching to online teaching. Teachers were forced to quickly adapt to the new learning pedagogy. This study aims to investigate teachers’ perception toward factors that influence online teaching readiness using competency aspects, institutional support and computer anxiety as predictors. Samples were collected through online survey from 172 private school teachers. Multiple linear regression was used to test the hypotheses. The results revealed that linear combination of independent variables was statistically significant to online teaching readiness F (6,171) = 18.01, p = <.001), however individual analysis shows different results, among four competencies, time management is the strongest predictor of online teaching readiness whereas, computer anxiety was the second strongest. The remaining construct did not significantly influence online teaching readiness. Further analysis and review of previous literatures reveals that four-competencies used in this study has mixed results compared to findings of previous literature using same construct. The mixed results of competency variables could be attributed to variation of characteristics of the population. The researcher recommends to further explore other constructs such as institutional aspect towards online teaching readiness as well as the influence of cultural context as the mediating factor.

Evaluating Chinese K-12 CFL/CSL Teachers’ Readiness Toward Interactive Reading Platforms

Junying Qian — 2023-03-01

Purpose: This paper aims to investigate in-service Chinese teachers' perception of TPACK and readiness for integrating Interactive Reading Platforms when teaching Chinese as a foreign language (CFL) or as a second language (CSL) at K-12 and to determine the effect of TPACK on teachers’ readiness for technology integration. Research design, data and methodology: The research is quantitative in nature, using questionnaires and survey to collect data from samples. 226 teachers responded to the online questionnaires which was based on TPACK model and contained 43 items in total after adjustment for item validation and reliability. The variables were content knowledge (CK), pedagogical knowledge (PK), pedagogical content knowledge (PCK), technological knowledge (TK), technological content knowledge (TCK), technological pedagogical knowledge (TPK) and teacher readiness (TR). Results: Descriptive statistics showed overall high competency and readiness for technology integration, but participants were least confident about TK. Multiple linear regression supported the hypothesis that TPACK could affect TR statistically significantly. TPK had the greatest impact on TR; PK second; TCK third, CK had negative effect on TR. The remaining TK and PCK showed no influence. Conclusions: More study is suggested to investigate the effect of TK and CK on TR. Recommendations and suggestions for future research have been provided.

A Correlational Study of Student Engagement and Attitudes Toward Learning English with English Academic Achievement

Sumit Pradhan — 2023-03-01

Purpose: The purpose of this quantitative study was to determine whether there was a significant relationship between student engagement and attitudes toward learning English with English academic achievement of Grade 3 students at an international school, Thailand. Research design, data and methodology: A total of 115 students participated in this study. The first research instrument was the Student Engagement and Attitudes Toward Learning English Questionnaire (SEATLEQ). It consisted of the Engaged Learning Index (ELI): Student Engagement to determine the level of student engagement; and Attitudes Toward Learning English Questionnaire (ATLEQ) to determine students’ attitudes toward learning English. The second research instrument was the English Final Test for Grade 3 students to analyze their English academic achievement. Results: The findings indicated that Grade 3 students at the target school had an overall high engagement level for learning English. While the overall level of attitudes toward learning English was interpreted as partially positive. The English Final Test depicted that students had a good level of English academic achievement. Conclusions: The results specified that there was a strong, positive, and significant relationship between student engagement and attitudes toward learning English with English academic achievement of Grade 3 students at an International School in Thailand.

Comparative Study of Students' Motivation in Learning Chinese as a Foreign Language

Yu Ying Huang — 2023-03-01

Purpose: This study aimed to determine whether there was a significant difference in motivation for learning Chinese as a foreign language according to their private Chinese supplementary tutoring status and linguistic Background of Grades 10 and 11 students at a private school in Bangkok, Thailand. Research design, data and methodology: A convenience sample of 280 students were chosen to take the questionnaire of Grade 10 and 11 students at the targeted school during the academic year 2021-2022. For the data collection, the researcher adapted Gardner’s (2004) Attitude/Motivation Test Battery (AMTB) for motivation for learning Chinese as a foreign language to measure participants scales. Results: The result from the one-way ANOVA test showed that there was a statistically significant difference in motivation for learning Chinese as a foreign language among Grade 10 students according to their linguistic background but none for Grade 11 students at a private school in Bangkok, Thailand. Conclusions: The overall level of the participants’ motivation level for learning Chinese as a foreign language according to their private Chinese supplementary tutoring status and linguistic background was interpreted as slightly high.

Factors Affecting Purchasing Behavior on Chinese Investors in Real Estate in Thailand

Xuezhen Zhou — 2023-03-01

Purpose: This study investigates the factors affecting purchase behavior on Chinese investors of real estate in Thailand after the postepidemic. Through indepth research and analysis, the researcher put forward attitudes, subjective norms, perceived behavioral control, and finance impact on Chinese investors' purchase of real estate in Thailand. The effect of purchase intention was specifically examined.

Research design, data and methodology: The sampling techniques used in this research are convenience sampling and snowball sampling, as well as quantitative methods of multiple linear regression.

Results: The target population of this study is potential Chinese investors in Globally. The researchers distributed a total of 400 questionnaires to unknown target of potential Chinese investors via WeChat. Therefor, 300 valid questionnaires were collected.

Conclusions: The research result shows that subjective norms, attitudes, and perceived behavioral control affecting the intention to purchase a housing. However, the finance factor is significantly weaker in affecting the intention of Chinese investors to purchase real estate in Thailand.

An Empirical Study of Convenience, Usefulness, Customer Trust and Customer Loyalty in the Live Streaming Platforms

Qianyu Lin — 2023-03-01

Purpose: This study examines Live Streaming Platforms in China for convenience, usefulness, customer trust, and customer loyalty. This study was created, analyzed, and summarized using secondary data analysis using an archival study approach to establish a research framework. Research design, data, and methodology: 25 Chinese respondents employed purposive sample techniques and used an online questionnaire to collect the data, then used zoom meetings to ask respondents' opinions. After collecting data, descriptive statistics were used to explain crucial aspects. Results: The results of convenience, usefulness, trust, and loyalty can explain Livestream shopping systems' potential. Live streaming shopping connects factories, suppliers, and consumers directly. Customers can deal with suppliers, influencers, steamers, or net-idols on pricing, quality, custom needs, promotions, discounts, etc. Influencers, steamers, or net-idols entertain and give ideas for selling things while live streaming. Conclusions: The research findings have met the research objectives. This study paper's weaknesses include its China-centric focus. The research findings may only apply to China and no other countries.

Customer Satisfaction in Post COVID-19: A Case Study of Chinese Restaurants in Ratchada Phitset District

Ching Chuan Huang — 2023-03-01

Purpose: The research paper is to identify the determinant factors influencing customer satisfaction in the case of Ratchada Phiset district, Bangkok, Thailand Chinese restaurants by examining some attributes, including word of mouth, perceived quality, and expectation. Research design, data and methodology: 150 samples for investigation with employed convenience sample techniques and used an online questionnaire to collect the data. After collecting data, both descriptive statistics and inferential statistics were used to explain significant aspects. Results: The major findings are as follows: 1) Word of mouth has a significant influence on perceived quality. 2) Word of mouth has a significant influence on expectations. 3) Perceived quality and expectations have a significant influence on customer satisfaction. Conclusions: The research findings have met the research objectives. Chinese restaurants can improve customer satisfaction by creating special dishes, implementing personalized services, establishing customer databases, and implementing restaurant membership systems.

The Relationship of Thai Kindergarten 1 Students’ Learning Behaviors and Parental Encouragement for Learning Chinese Oral Skills with their Chinese Oral Skills Achievement

Xin Yang — 2023-03-01

This study investigated the relationship between learning behavior and parental encouragement for learning Chinese as a foreign language oral skills and Chinese as a foreign language academic achievement at An International school in Thailand during the 2020~2021 academic year. Two research instruments were used in this study. The first was the Preschool Learning Behavior Scale to measure the learning behaviors of 138 Kindergarten 1 students during the Chinese as a foreign language oral skills class. The second instrument was the Parental Encouragement Questionnaire which was adapted from Gardner’s (2004) International version of the Attitude/Motivation Test Battery (AMTB) and was given to the mother of each of 138 Kindergarten 1 students at the school. The research found that learning behaviors were sometimes applied by students and that parents had a moderately high level of parental encouragement for their child’s Chinese oral skills learning, and the level of Kindergarten 1 students academic achievement in learning Chinese was excellent. Correlation analysis showed that there was no significant relationship between the learning behavior and parental encouragement for learning Chinese as a foreign language oral skills with Chinese as a foreign language oral skills academic achievement in Kindergarten 1 students at An International School in Thailand. The researcher provides recommendations for parents, teachers, school administrators, and future researchers.

A Correlational-Comparative Study of Self-Regulation in Learning Chinese as a Foreign Language and Chinese as a Foreign Language Academic Achievement of Grade 9 and Grade 10 Students in a Private School in Thailand

Dingmei Tu — 2023-03-01

The study aimed to investigate whether there was a significant relationship between the self-regulation in learning Chinese as a foreign language and Chinese as a foreign language academic achievement. Besides, the purpose of the study was to compare if there was a significant difference of self-regulation in learning Chinese as foreign language between grade 9 and Grade 10 students in a private school in Samut Prakan, Thailand. This study involved 259 students enrolled in private schools for the 2021-2022 academic year. This research was designed as a comparative-correlational study. Two research instruments were employed to collect the data. The first was the Questionnaire of Self-Regulation in Learning Chinese as a Foreign Language, which was adapted from the Strategy Inventory for Language Learning(SILL) (Oxford,1989). Secondly, the summative assessments were used as a research instruments to measure the Chinese as foreign language learning academic achievement for Grade 9 and Grade 10 students. Descriptive statistics, means and standard deviations were employed to analyze the students’ self-regulation in learning Chinese as a foreign language and Chinses as a foreign language academic achievement. Pearson product moment correlation was used to find the relationship between the self-regulation in learning Chinese as a foreign language and Chinese as a foreign language academic achievement. A two-tailed independent sample t- test was employed to compare the difference between Grade 9 and Grade10 students’ self- regulation in learning Chinese as a foreign language. The results of the research showed that there was a significant relationship between self-regulation in learning Chinese as a foreign language and Chinese as a foreign language academic achievement. In addition, there was a significant difference of self-regulation in learning Chinese as a foreign language between Grade 9 and Grade 10 students. On the basis of findings, the researcher offered recommendations to teachers, students, school administrators and scholars.

A Comparative Study of Motivation for Learning and Cognitive Engagement in Mathematics Class Among Thai Lower Secondary Students

Leila Alimohammad — 2023-03-01

Purpose: The purpose of this study was to determine whether there was a significant difference in both motivation for learning
and cognitive engagement in Mathematics class among Grade 7, Grade 8, and Grade 9 students at the Demonstration School of
Ramkhamhaeng University, Bangkok. Research design, data and methodology: A quantitative comparative research design
was employed on 31 students from Grade 7, 14 students from Grade 8, and 21 students from Grade 9 enrolled in Mathematics
classes in the English Program during the academic year 2021-2022 at the target school. For the data collection, the Mathematics
motivated Strategies for Learning Questionnaire and the Student Engagement in Mathematics Classroom Scale were used.
Results: The overall level of motivation for learning in Mathematics class held by Grades 7 and 9 students, was found to be
slightly high, whereas it was found to be moderate for Grade 8 students at the target school. The overall level of cognitive
engagement in Mathematics class held by Grades 7, 8, and 9 students, was moderate. Moreover, it was found that there was no
significant difference in either motivation for learning or cognitive engagement in Mathematics class among Grade 7, Grade 8
and Grade 9 students at the target school. Conclusions: The results indicate that being enrolled in either Grade 7, 8, or 9 at the
target school appears to not have a statistical effect on the students’ motivation for learning mathematics and cognitive
engagement in Mathematics class.

Grade 10 Indian Students’ Academic Performance and Leisure Interest in Science Under Laboratory-Based and Textbook-Based Methods

Poonam Yadav — 2023-03-01

Purpose: The purpose of this quantitative comparative study was to determine whether there was a significant difference in the gain in academic performance and leisure interest in Science between Grade 10 students learning under laboratory-based method and those learning under textbook-based method at St. Joseph High School, Barhalganj, India. Research design, data and methodology: The researchers implemented, during June 2022, a quasi-experimental research design, using two conveniently-chosen groups of Grade 10 students from the target school: a group of 35 students was taught using laboratory-based method, while a group of 37 students was taught using the textbook-based method. For the data collection, the Students’ Leisure Interest in Science Questionnaire and a Science academic performance test were both administered as pre-tests and post-tests. Results: There was no significant difference in the gain in either academic performance in Science or leisure interest in Science between Grade 10 students learning under laboratory-based and textbook-based methods; however, participants’ academic performance in Science was numerically higher for those learning through laboratory-based method. Conclusions: The results indicate that the teaching method under which Grade 10 Indian students from the target school were learning Science appears to have no significant effect on their gain in either academic performance or leisure interest in Science.

Keywords: Science Education, Academic Performance, Leisure Interest, Teaching Methods, India.

JEL Classification Code: C12, I20, I21, N35

A Comparative Study of Motivation for and Situational Interest in Learning Chinese as a Foreign Language Among Thai Upper Elementary School Students

Ting Chen — 2023-03-01

Purpose: The purpose of this study was to determine whether there was a significant difference in motivation for and situational interest in learning Chinese as a foreign language (CFL) among Grades 4-6 students at an international school in Bangkok. Research design, data and methodology: In order to accomplish this purpose, a quantitative comparative research design was employed on 36 students from Grade 4, 31 students from Grade 5, and 32 students from Grade 6 enrolled in an international school in Bangkok, in the academic school year 2021- 2022. Motivation-related data were gathered through administering the Motivation for Learning Chinese Questionnaire (MLCQ), adapted from Gardner (2010), while the situational interest scale was measured using the Situational Interest Scale (SIS), adopted from Chen et al. (1999). Results: The overall level of motivation for learning in CFL of the participants, regardless of their grade, was partially high and was numerically very similar across grades, whereas the overall level of situational interest in learning CFL was moderate regardless of the grade, and numerically dropped in Grade 6. Moreover, there was no statistically significant difference in either motivation for or situational interest in learning CFL among Grade 4, Grade 5, and Grade 6 students at the target school. Conclusions: The results indicate that being enrolled in either Grade 4, 5 or 6 at the target school appears to have no statistical effect on the participants’ motivation for and situational interest in learning CFL.

A Comparative study on the audit quality attributes and perception of the audit partners and financial statement users

Arya Jain — 2023-03-01

Purpose: One of the most important topics in accounting literature is the quality of information presented in financial statements. The audit helps in maintaining the records and verification of the books of accounts. The audit fosters trust among all the parties involved including banks, debenture holders, creditors and other stakeholders. Therefore, in order to secure the stakeholders related to any organization audit is undertaken. The financial auditors report provides users with the confirmation that the company will continue to operate in the foreseeable future and the activity reported in the financial statement is sustainable, at least in the medium term. In this regard the literature has grown significantly in the terms of analyzing the quality of financial audit this provides the purpose for undertaking this research. Research design, data and methodology: This research is exploratory research that is it is quantitative in nature and investigates the research question that has not previously been studied in depth. The methodology adopted for collecting responses with respect to the research is judgmental sampling which covered employees associated with financial sector. The data is collected from 62 individuals working in financial sector so as to measure their knowledge about financial audit and also to know the attributes and perceptions that influences the audit quality. Results: The result outlines the major attributes and perception effecting the audit quality, it was found out by performing factor analysis, and analyzing the data collected. Conclusions: There have been researches on the audit quality but this one contributes in identifying the majorly affecting characteristics of auditors on audit quality and perceptions.

Analysis of the Performance of Selected Large-Cap Mutual Funds of India

Raavi Singh — 2023-03-01

Mutual funds are considered the most accessible and simplest investment avenue for investors. As the investment focus is not only on one particular sector but on many other sectors as well. The money pooled from the investors is invested in a diversified portfolio thus giving collective returns to the investors. This research study focuses on the performance analysis of the open-ended scheme which focuses primarily on the equity large-cap funds. For the research study, 27 equity large-cap mutual funds were selected from India. The study aims to examine the performance of selected large-cap mutual funds and to identify which schemes to invest in relation to the risk involved and the amount of return obtained from each of them. The data obtained for research was secondary and the analysis was done by using various statistical tools and techniques like beta, Sharpe ratio, Jensen ratio, Treynor ratio, and ordinary least square regression (OLS). The findings of the study highlighted that there is a significant relation between risk and return. Results further depicted that Axis Bluechip Fund - Direct Plan-Growth had a beta value of more than 1.0 indicating that the underlying stock is more volatile and the R-square value explained that all independent variables explain 92.35% of returns (dependent variable).

Impact of employee engagement activities and organizational culture on job satisfaction on employees

Muskan Malviya — 2023-03-01

Purpose- The two main factors that affect how satisfied employees are at work are Organizational culture and employee engagement. Employee engagement is a popular concept for inspiring employees. It concerns workers' good attitudes regarding the company. These initiatives foster a positive company culture that increases workers' job satisfaction. The influence of three fundamental components—employee engagement, organizational culture, and job satisfaction—and how they relate to one another are examined in this study. Design/methodology/approach- 84 employees of different organizations of Bhopal were considered who responded through google form – questionnaire. An analysis of the responses was done using a structural equation model. Findings – All of the hypotheses were statistically supported. The result says employee engagement activities create a good organizational work culture providing more satisfaction to employees.

A Comparative Analysis of the Financial Performance of textile industry: (With Specific Reference to Vardhman Group and Arvind Limited, India)

Allen Reji — 2023-03-01

Abstract

Financial performance evaluation is a quantitative method of gaining perception into a company's liquidity, operational efficiency, and profitability by analysing its monetary statements such as the balance sheet and earnings declaration. The research illustrates the comparative analysis of the financial performance between the two yarn industries - Vardhman Group and Arvind Limited. The study applied ratio analysis techniques which is a quantitative method of gaining insight into a company's liquidity, operational efficiency, and profitability through the examination of financial statements such as the balance sheet and income statement. The study incorporated financial data for five years starting from 2017-2018 to 2021-2022 for comparing the performance of both the companies . Vardhman Group Ltd is more self-reliant as compared to Arvind Ltd in terms of the net worth to total assets ratio. On analysing the receivables turnover ratio, it is clear that Arvind Ltd. is far more efficient than Vardhman Group Ltd in utilizing and managing its fixed assets and current assets. The research also indicated that the investment turnover ratio of Arvind Ltd (average 1.998 times) was far better than Vardhman Group Ltd (average 0.866 times).

A Comparative Study of Students’ Motivation and Perception of Parental Encouragement for Learning English

Napatr Pumhiran — 2023-03-01

Purpose: The purpose of this quantitative comparative study was to determine whether there were significant differences among Grades 3-5 students’ motivation and perception of parental encouragement for learning English at an International School in Nonthaburi, Thailand. Research design, data and methodology: A total of 102 students participated in this study. The research instrument was the Motivation and Perception of Parental Encouragement for Learning English Questionnaire (MPPEFLEQ) which was adapted from the international version (2004) of Gardner's Attitude/Motivation Test Battery (AMTB). Results: The results showed that there was a significant difference in both motivation and perception of parental encouragement for learning English among Grades 3-5 students at International School in Nonthaburi, Thailand. Conclusions: The results indicated that there were significant differences between students’ drive for learning English and parental support for learning English among Grades 3-5 students at an International School in Nonthaburi, Thailand.

Keywords: An International School in Thailand, Grade 3 Students, Grade 4 Students, Grade 5 Students,

Motivation for Learning English, Perception of Parental Encouragement for Learning English

JEL Classification Code: C12, I20, I21, N35

A Study on the Impact of Leadership Style, Work Culture and Work Environment on Work Performance

Stanley Stephen — 2023-03-01

The research primarily focuses on developing an understanding of the factors that would motivate the employee to perform well within the organization. By controlling independent variables such as Work Culture, Work Environment, and Leadership style, the organization could influence the work performance of the employees. This exploratory study was conducted on a sample of 90 men and women. The primary data was collected via a Google Forms questionnaire, and 90 valid responses were compiled for the study. G*Power 3.1.9.2 was used as additional software to calculate the sample size. The software computed 89 as the sample size. The structural equation model was analyzed with SmartPLS 4. This research helped find out that leadership style has the highest influence which is 43% on the work performance of the employee in comparison to other variables (Work Culture – 25.1%, Work Environment – 13%). In addition, it was also found that there are other factors (18.9%) that influence employee work performance. The organization should try to control these independent factors to get maximum productivity from their employees and the employees will be benefited with proper job engagement.

Influences of Celebrity Endorsement on Thai Male Consumers’ Attitudes and Purchase Intention of Male Cosmetics: The Case of Lee Dong Wook in Boy de CHANEL

Nissareen Veerasatien — 2023-03-01

Purpose – The purpose of this study is to examine the influence of celebrity endorsement on the attitudes of Thai male consumers, which lead to male cosmetics purchase intentions, by using a case study of famous male cosmetics advertisements.

Design/Methodology/Approach – To purpose the new conceptual model, this study has explored previous research and adapted some models to be more relevant. A self-administered survey was used to collect the primary data. Inferential analysis was done by multiple linear regression (MLR) to test the hypotheses.

Findings – The results show partial support of hypotheses, such that trustworthiness and relevance are the only 2 factors in celebrity’s attributes that influence attitudes toward advertisements and attitudes toward products. Moreover, both attitudinal variables are significantly linked with male cosmetics purchase intentions.

Limitations/Implications – This study is relatively novel in terms of the industry that it aimed to study, male cosmetics. Previous articles related to this industry, and research using the PATER model, are scarce. Future studies can pinpoint more into this model and this industry. Furthermore, the familiarity between consumers and ads elements might play a role, according to the results. Hence, Thai ads might be used to study in future research on Thai male consumers.

Investigation of Chinese Expatriates' Satisfaction and Loyalty to Visiting the Leading and Luxury Shopping Complexes in Bangkok Metropolis

Yujie chen — 2023-03-01

Purpose: This research study aims to determine the extent to which Chinese expatriates are drawn to visit the leading and luxury shopping complexes in Bangkok Metropolis, by measuring the shopping complexes’ CRM attributes, their utilitarian value and their atmosphere. Attributes of customer relationship management (CRM)in this study include: the behavior of the employees; quality of customer service; relationship development; and interaction management. Research design, data and methodology: Chinese expatriates living in Greater Bangkok are asked to express their satisfaction and loyalty towards the shopping complexes. This study uses a quantitative research design. Questionnaire is distributed to the sample size of 150 customers. Multiple Linear Regression (MLR) and Simple Linear Regression (SLR) are used to analyzed the results. Results: The study finds that all the CRM elements, except relationship development have an impact on Chinese expatriate customers’ satisfaction and loyalty, while both the shopping complexes’ utilitarian value and their atmosphere have an impact on Chinese expatriate customers’ satisfaction and loyalty to the shopping complexes. Limitations/Implication: The results can be useful for the shopping complexes’ CRM planners to design specific communication and customer intimacy specifically catered to Chinese expatriate customers, of which population continues to rise as a result of growing businesses between Thailand and China.

Keywords: Customer Relationship Management (CRM), Utilitarian value, Atmosphere, Customer Satisfaction, Customer Loyalty, Chinese Expatriates

JEL Classification Code: D83, M31, O14, J11, F64

A Study on Impact of Financial Products and Services on Customer Satisfaction: a Case Study of HDFC Bank

Mayuri Maheshwari — 2023-03-01

Purpose: The move from traditional to contemporary banking has resulted in considerable changes. Banking operates in the service business and offers a variety of financial services to its consumers. The Indian banking industry operates in accordance with the Reserve Bank of India's guidelines. Because the banking sector is a service industry. As a result, client happiness is critical in its operations. This study attempts to obtain many difficulties, or client satisfaction in reference to physical resources, polite services, commitment services, and assurance. Research design, data, and methodology: This research is descriptive research that is it is quantitative in nature and investigates the research question that has not previously been studied in depth. The methodology adopted for collecting responses with respect to the research is convenience sampling which covered customers associated with financial products and services. The data is collected from 117 consumers availing products and services from HDFC bank. Results: The result outlines that the customers are satisfied. Conclusions: The financial products and services are meeting the needs of consumers and providing them almost satisfaction.

A study to analyze the impact of price and service quality on purchase intention of retailers of Amul Chocolates

Shivani Chilhate — 2023-03-01

PURPOSE: The aim of this study is to identify the effect of Price (PR) and service quality (QT) provided by the company on the Purchase Intention (PI) of retailers of Amul chocolates. In the research, Price and Service quality are independent variable and Purchase intention is dependent on the other two.

RESEARCH DESIGN & METHODOLOGY: The data collected for the study is Primary data collected through questionnaire from the respondents of Bhopal. The targeted population was retailers of niche market, particularly; retailers of Bakery, Dairy, Florists, Chocolate Confectionaries and other AC outlets. The sample size taken is 102 and the respondents are from Bhopal city and nearby localities & the sampling method and technique used while data collection is Non- Probability Convenience Sampling. The research is based on Structural Equation Model (SEM), the model is having two independent and one dependent variable and Smart PLS and Jamovi are the software used for analysis, interpretation of data and followed by Hypothesis testing for the conclusion.

FINDINGS: In this research, it has been found that there is a significant impact of price and service quality on Purchase intention of Retailers. Though, it can be interpreted from data analysis that, Service Quality significantly impacts Purchase Intention more than price by the Retailers.

PRACTICAL IMPLICATIONS: This research has its implications for Purchase intention of the retailers of Amul Chocolates that can be used by the company for sales promotion strategies. Service Quality has direct impact on Purchase intention thus, optimum strategy can made for sales growth keeping in mind Service Quality as one of the major factors determining Sales.

ORIGINALITY VALUE: This research helps to determine the major factor influencing the Purchase Intention of the Retailers towards Amul Chocolates.

Factor Influencing Job Performance in Audit and Consulting Services of Big 4 Accounting Company in Thailand during COVID-19 situation

Natparin Lerttaweewuti — 2023-03-01

The Coronavirus (COVID-19) pandemic in Thailand began on January 13, 2020. Thai government had announced lockdown which had an effect to the work system to response and prevent the outbreak of COVID-19. There are many previous studies have been discussed on how work from home affected to job performance in generally term but there are only few research showing how work from home is affecting to audit and consulting services. Therefore, this study is aimed to determine the factors that influence job performance in audit and consulting services of big 4 companies in Thailand. This study develops a conceptual framework from previous literature review, which consist of five independent variables. The study used the quantitative research survey method, a questionnaire was developed and distributed equally to 280 employees in big 4 companies in Thailand and 264 employees were responded. The result of the study showed that employee commitment has impact on job satisfaction, despite of work-life balance has no impact on job satisfaction. Moreover, work environment and job satisfaction have affected to job performance, whereas remote working has no affect to job performance.

The Study of Factors that Affect Job Performance during Work from Home in Top 2 E-commerce Businesses in Thailand

Kotchanud Laopatumvirot — 2023-03-01

Since COVID-19 or Coronavirus Disease's first outbroke in China in the last quarter of 2019, it has brought a major change to how people live, work, and survive in the severe condition of the disease. Besides, it drastically affected the economy and many organizations around the world. Many businesses found themselves unable to adjust their operations during the COVID-19. Millions of people had lost their jobs and most businesses had to adjust as quickly as possible during COVID-19, e.g., by shifting traditional work practices to work from home in order to stay afloat. Therefore, the purpose of this study is to explore the factors that affect job performance in e-commerce businesses while employees are working from home. These factors include the physical work environment, work motivation, organizational support in terms of technology, and work stress. The study used a quantitative method, and the target respondents will be specific to those employees who are working in top-ranking 2 e-commerce companies in Thailand. However, the questionnaires were distributed to 230 respondents in the top 2 e-commerce companies in Thailand, but there were 220 employees who responded to the questionnaires. The result of the study showed that there are three independent variables, which are physical work environment, work motivation, and organizational support in terms of technology, that influence job performance in e-commerce businesses during work from home. Conversely, work stress is the only factor that doesn’t influence job performance in this industry.

Determination of Hospitality Services Quality and Customer Satisfaction – a Holserv Approach

Gomathi Sankar Jeganathan — 2023-03-01

This study examines the relationship between quality of perceived service and level of satisfaction customer attained in Tourism. Although the aforesaid relationship discussions proliferated, studies have employed customised SERVQUL for tourism remains dearth. This research attempts to fulfil the gap by using HOLSERV measurement instrument. HOLSERV is developed to measure the service quality in tourism, comprised with three factors named employee, tangibles, and reliability. Data have been collected from guests of the luxury hotels located in Pondicherry (Puducherry). 344 samples were used for data analyses after eliminating the unusable data by preliminary psychometric test. Confirmatory Factor Analysis (CFA) followed by Structural Equation Modelling (SEM) was employed to examine the postulated relationship. The results supported the proposed hypotheses. Employees, tangibles, and reliability are confirmed as factors of hospitality service quality by CFA. Employee factor ascertained to be an important factor by SEM. From the results and findings of this study, implications have been drawn, limitations were given, and recommendations were made for future researchers

Impacts of the US and China Macroeconomic Indicator Announcements on Cambodia Stock Market

Ponlok Thoun — 2023-03-01

This study investigates the impacts of five macroeconomic indicator announcements from the Unit States and China on the volatility of Cambodia Securities Exchange (CSX) index during the period of 2016 to 2021. Generally, it is a well-known fact that a country’s macroeconomic announcement could potentially affect the stock return volatility of another; however, despite decades of research, new small emerging countries remain untouched, unexplored, and may contain new knowledge to learn from. To investigate this subject, E-GARCH model was used as a method to analyze the behavior of volatility of the index upon the releases of selected five unexpected macroeconomic indicator announcements by both the US and China. The findings suggest that CPI, GDP, IP, and BOT announcements released by the US were found to have the greatest influence on the volatility of Cambodia stock index. In comparison, the index reacted only to the announcements related to China’s IP, PMI, and BOT. The contrasting outcomes behavior could be explained by the two countries’ trading relationship with Cambodia, prior research, and issues surrounding the release of China’s macroeconomic announcement.

The Factors that Influencing the Online Purchase Intentions of Furniture through Online Shopping Platforms During the Covid-19 Pandemic in Thailand

Supanida Taemkongka — 2023-03-01

Purpose – Firstly, this study aims to focus on the customer's online purchase intention of furniture through an online shopping platform which is various in Thailand such as Shopee, Lazada, Facebook marketplace and so on. Secondly, the study measures the factors which can affect the online purchase intention of customers who prefer to shop furniture online which include trust, perceived risk, perceived usefulness, social commerce construct and perceived behavior control during the Covid-19 Pandemic in Thailand.

Design/Methodology/Approach – This study used the previous study as reference to conduct the information, a secondary data analysis from the source and conduct the information as a conceptual framework and state the hypothesis for the research.

Findings – The online purchase intention is defined as customers' conscious plans to acquire a product as a result of a personal process and an evaluative and normative judgment, people will have their perspective by each person and it has many positive relationships with many factors which can change the direction of customer minds.

Research Limitations/Implications – The limited time period it is difficult to access the literature paper and there are many ranges of target respondents, the survey's results may be varied, putting the survey's goal at risk of being missed.

Originality/value – The furniture seller of an online shopping platform can use this report as a source, insight to manage the process of their product/service and improve on some pain points to propose the appropriate to satisfy customers.

Keywords – online purchase intention, trust, perceived risk, perceived usefulness, social commerce construct, perceived behavior control

Paper type – Research paper

Impact of Food Safety and Standards Regulation on Food Business Operators

Arokiaraj David — 2023-03-01

The main aim of the study is to understand food regulation and food safety in India context and global aspects. It also explains the major health problem and recent past reports of FSSAI. The primary data were collected from food business operators (mobile food vendors, many small scale hotels, and local restaurants). It also helps to ensure the knowledge and awareness level of the food business operators. This study is to understand the view of food-business operators in a B-grade city of India “Salem” in Tamil Nadu about the FSSAI regulations and the status of performance of the food safety department in maintaining safety and quality of food and also to know about the level of awareness among the usage of fortified foods among food-businesses. The Study concludes that the Food and Safety Officers should regularly visit for inspection and monitor the food business operators for the betterment of public health. There should be proper awareness about the ingredients are used in fortified food among food-businesses to eliminate malnutrition and avoid food adulteration. The future rules and regulations of FSSAI should be strictly implementing all over India and properly monitor their activities of food business operators to fulfil the FSSAI standards.

Impact of Covid-19 on Liquidity, Profitability, and Financial Health: A case study of 3 sectors from Stock Exchange of Thailand

Jinnapat Chuencharoen — 2023-03-01

Purpose-To test the impact of Covid-19 pandemic on Profitability, Liquidity, and Financial Health on the selected 3 sectors which are Tourism and Leisure Sector, Transportation and Logistics Sector, and Health Care Service Sector of the Stock Exchange of Thailand.

Design/methodology/approach-The author uses Wilcoxon MEAN and MEDIAN tests to test the statistically difference between the financial ratios from year 2019 and 2020. The 10 independent variables of financial ratios are ROA, ROE, Net Profit Margin, Acid Test, Current Ratio, Cash Ratio, Operating Cash Flow Ratio, Total Asset Turnover, Debt to Assets Ratio, Debt to Equity Ratio.

Findings-The result confirms the hypothesis that there is a significantly different in the result of Tourism and Leisure Sector on ROA, ROE, Net Profit Margin, and Total Asset Turnover. Which represent the dramatically impact of covid-19 on the Profitability and Financial Health of the firm. While there are not significantly different in Transportation and Logistic Sector and Health Care Sector.

Research implications-Researcher can use this Wilcoxon test in other sectors Thailand or in other country.

The investors are not recommended to invest in the stock under the sector of tourism and leisure sector due to the financial performance which effected by the covid-19 pandemic. However, investors who concentrate on long-term investing in securities may get beneficial opportunities by using the information to forecast the firm’s position and direction.

The investors should not be so panic about the performance of companies in other sectors because the financial performances of the companies in those sectors have not been significantly changed from covid-19 pandemic.

Factors affecting Stock Returns, Stock Return Volatility and Stock liquidity under the COVID-19 situation: A Case study of the banking sector in Shanghai Stock Market

jianlin zhang — 2023-03-01

This research aims to test whether the Covid-19 cases and deaths as well as other stock indicators have significant relationships with the stock market return, liquidity and volatility under the banking sector in the Chinese stock market. The researcher applies a quantitative method for the data measurement. The data was collected from several reliable resources such as tradingview.com, Sina news, WHO website and so on. Fixed effect panel regression model is used in this research to test the hypothesis. The regression results indicate that the daily growth in the total number of confirmed cases and the total number of confirmed deaths caused by COVID-19 has no significant effects on the stock market returns and price volatility. The daily growth in the total number of confirmed cases caused by COVID-19 has some significant negative effects on the stock liquidity. Moreover, the trading volume of stocks, Price-Book ratio has significant positive effects on the stock market return, volatility, and negative effects on stock liquidity; while market capitalization has significant positive effects on the stock liquidity, negative effects on stock return volatility. The study indicates that stock market investors should focus more on other factors such as financial ratio (P/E ratio), GDP, interest rate, those relevant indicators might also affect the stock return volatility and stock trading liquidity, as well as affect the return on the stock. Researchers are recommended to understand that Covid-19 pandemic cannot always affect the stock return, stock liquidity and stock price volatility. Moreover, investors can get some ideas about finding good investment opportunities under the covid-19 after reading this research.