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Factors Influencing on Gen X Consumers’ Attitude and Purchase Intention of Wine Products in Sichuan, China
Full text linkPurpose: China has become a world leader in wine consumption, especially for wines imported from traditional wine-producing countries and domestically produced in China. This paper aims to evaluate the influence on wine Gen X consumers’ attitudes and purchase intentions in Sichuan, China. Research design, data, and methodology: This study was quantitative, and the researcher obtained data for analysis by distributing questionnaires to the target population. Judgment sampling, stratified random and convenience sampling are the methods researchers use to select and reach target samples. The index of Item–Objective Congruence (IOC), pilot test, Confirmatory Factor Analysis (CFA), and Structural Equation Model (SEM) were methods utilized to analyze the data and test the research hypotheses proposed. Result: The results showed that health benefits, emotional assessment, and attitude significantly influenced purchase intention. Outcome evaluation, emotional assessment, health benefits, and beliefs significantly influenced attitude. However, Quality perception showed no causal relationship with purchase intention. Conclusions: The findings make sense for international destinations to capture a lucrative market to support local attractions and hospitality industries. Wine enterprises and distributors should focus on customers’ health benefits, emotional assessment, beliefs, outcome evaluation of wine attitude, and purchasing intention
Factors Influencing Students’ Satisfaction and Continuance Intention to Use B2C Online Shopping Platform in a University in Sichuan, China
Full text linkPurpose This study aims to explore the factors that affect the satisfaction and continuous intention of Chinese college students using B2C shopping platforms. The scope of this study focuses on 545 first- and second-year students in Sichuan Architecture Vocational and Technical College. Research design, data, and methodology: This study was quantitative, in which samples were selected using multi-stage sampling techniques such as judgment, quota, and convenience sampling. The research adopts the questionnaire survey method, which is this paper's data collection tool. This study is to explore the relationship between seven variables. Confirmatory factor analysis and structural equation modeling were used to evaluate the service quality, perceived value, usefulness, convenience, trust, satisfaction, and continuous intention of B2C online shopping platforms. Results: Convenience, perceived value, service quality, trust, and perceived usefulness, significant influence satisfaction. Moreover, perceived usefulness and satisfaction significantly influence continuance intention. Conclusions: As a generation growing up with the development of network technology, college students have become an extremely important part of the online shopping group. This paper analyzes and understands consumer behaviors from the perspective of college students and the factors that affect their satisfaction and sustainable intention and puts forward feasible opinions and suggestions for online platform merchants
Adaptive and Maladaptive Perfectionism’s Relations to Employee Well-Being: Development of a Conceptual Framework
Full text linkThis conceptual paper seeks to explore the relationships between adaptive and maladaptive perfectionism and employee well-being among employed mothers in Thailand. Further, the mediating role of family-work conflict (FWC) is discussed. A conceptual framework is illustrated and a quantitative approach that employs path analysis via multiple regression is proposed to test the hypotheses. This includes utilizing three valid and reliable research instruments, the Short Almost Perfect Scale (SAPS), the Family-to-work conflict (FWC) subscale of the Work–Family Conflict Scale (WAFCS), and the Employee Well-Being Scale (EWB Scale) among a sample of employed mothers in Thailand. The expected implications and limitations of the study are also presented
PHOTO ESSAY: THE ART OF GROWING FACES: ON LAMPU KANSANOH AND EXAGGERATION AS PRAXIS
Full text linkThis Photo Essay examines the work of the Thai artist Lampu Kansanoh. Her work is distinctive in the exaggerated size and depiction of the human heads and faces. Refection on her art allows one to consider the human condition in the media age where the role of the human face is amplified. These paintings not only express themes of Thai identity, they also teach us about the status of beauty and ugliness, and the exaggerated role of the face in popular culture
Blended Learning Satisfaction Among Art Students in Local Universities in Sichuan, China
Full text linkPurpose: This study explored the influencing factors of art students' satisfaction with blended learning in local colleges in Sichuan. The conceptual framework proposes a causal relationship between faculty services, academic aspects, reputation, heritage, trust, service quality, and students’ satisfaction. Research design, data, and methodology: The researcher used quantitative methods (n=500) to survey undergraduate art students in local ethnic colleges and universities in Sichuan. Three target universities were selected. The sampling techniques are judgmental, stratified random and convenience sampling. The index of item-objective congruence (IOC) and Cronbach’s alpha reliability were used before the data collection. This study used structural equation modeling (SEM) and confirmatory factor analysis (CFA) for data analysis, including model fit, reliability, and validity. Results: Faculty services, academic aspects, reputation, heritage, trust, and service quality have a significant impact on students’ satisfaction. In addition, trust has a significant impact on reputation. However, service quality has no significant impact on reputation. Conclusions: Therefore, it is recommended that institutions of higher learning and administrators should pay attention to faculty services and trust to improve student satisfaction and increase the competitiveness of schools. The results imply that universities should prioritize enhancing faculty service as a fundamental element of their strategy to boost student satisfaction
A Quantitative Approach Assessing Students'Attitude Towards Entrepreneurship and Entrepreneurial Intentions in a Private University in Zhanjiang, China
Full text linkPurpose: This study proposes hypothetical relationships among variables through previous theories and literature to investigate the factors impacting attitudes towards entrepreneurship and entrepreneurial intentions of students in a private university in Zhanjiang, China. The research model includes perceived behavioral control, proactive personality, entrepreneurship education, subjective norms, attitudes toward entrepreneurship, and entrepreneurial intentions. Research design, data, and methodology: This study employed quantitative analysis to obtain data by distributing survey questionnaires to the target population. The Item-Objective Consistency Index and pilot testing were conducted before large-scale data collection. The sampling procedures involve purposive, stratified random and convenience sampling. Subsequently, Confirmatory Factor Analysis and Structural Equation Modeling were used to analyze the data and test the proposed research hypotheses. Results: It indicates that perceived behavioral control, proactive personality, and attitudes towards entrepreneurship significantly impact entrepreneurial intentions among university students. Entrepreneurship education and subjective norms significantly influenced attitudes toward entrepreneurship and indirectly influenced entrepreneurial intentions. Conclusions: The empirical data significantly supported five of the six hypotheses proposed to fulfill research objectives. Therefore, the stakeholder should attach great importance to these factors and focus on students in formulating policies, providing financial support and subsidies, and offering courses, thus enhancing students' motivation and initiative in participating in entrepreneurial activities. 
Relationship between Facilitative Focus Moderation and Psychological Capital on Change Support Behavior: Taking Organizational Support Climate as Moderating Variable
Full text linkPurpose: This study investigates how employees' focus adjustment and psychological capital influence their support for organizational change in Internet companies. It also examines the moderating effect of organizational support climate on these relationships. Research design, data and methodology: A survey was administered to 246 employees working in Internet companies. Data were analyzed using multiple linear regression to identify the relationships among focus adjustment, psychological capital, organizational support climate, and change support behaviors. Results: The results show that promotional focus adjustment positively affects employees’ change support behaviors. Facilitative focus regulation enhances psychological capital, which in turn positively influences change support behaviors. Psychological capital also mediates the relationship between facilitative focus regulation and change support behaviors. Moreover, organizational support climate moderates the effect of psychological capital on change support, enhancing the likelihood of positive change behaviors. Conclusions: The findings highlight the importance of both psychological capital and organizational support climate in encouraging change support behaviors. Leaders should tailor strategies to stimulate employees' facilitative focus adjustment and ensure sufficient resources to enhance psychological capital, especially in supportive organizational climates, to foster effective change management
Projecting Factors Impacting Art Students Satisfaction with Blended Learning in Sichuan, China
Full text linkPurpose: This research aims to investigate factors impacting satisfaction of art students enrolled in blended learning programs at the Ethnic Colleges and Universities directly under Central administration (ECUCA) in Sichuan Province. The conceptual framework posits a causal relationship among several variables, namely faculty services, academic aspects, reputation, heritage, trust, service quality, and students' satisfaction. Research design, data, and methodology: The researcher employs quantitative techniques to distribute online questionnaire to 500 undergraduate art students enrolled in ECUCA (Eastern China University of Creative Arts) in Sichuan Province. The researcher implements sampling strategy, focusing judgmental, stratified random and convenience sampling. The researcher employs structural equation modeling and confirmatory factor analysis to analyze the collected data. These statistical techniques were utilized to assess the appropriateness of the proposed models and evaluate the reliability and validity of the measurements used in the study. Results: Seven hypotheses proved to achieve the research objectives. Faculty services, academic aspects, reputation, heritage, trust, and service quality have a significant impact on students’ satisfaction. Conclusions: It is recommended that institutions of higher learning and administrators should pay attention to significant factors to improve student satisfaction and increase the competitiveness of schools
Examining Utilization of Online Learning Platforms: A Case of Undergraduates in Vocational Colleges in Sichuan, China
Full text linkPurpose: Due to the COVID-19 pandemic, online learning has become the trend of education development. This study examined the effects of perceived ease of use, perceived usefulness, attitude, social influence, facilitating conditions, and behavioral intention toward undergraduates’ use behavior of online learning platforms in Sichuan, China. Research design, data, and methodology: This research adopted a quantitative method, and questionnaires were utilized to collect data. There were 500 copies of questionnaires used in the analysis. The IOC (Item-Objective Congruence) and Pilot test were applied to measure the reality and validity of the constructs prior to collecting data. The data was analyzed through confirmatory factor analysis (CFA) and structural equation modeling (SEM). Results: The relationships between perceived ease of use and perceived usefulness, perceived ease of use and attitude, and perceived usefulness and attitude were confirmed. Attitude, social influence, and facilitating conditions were significant predictors of behavioral intention. Behavioral intention significantly affected use behavior. Nevertheless, perceived usefulness had no significant impact on behavioral intention. Conclusion: Henceforth, to improve the learning platform's utilization rate, the developer of the online learning platforms should improve the simplicity and convenience of the platform usage. Academic practitioners can make online learning one of the compulsory tasks for vocational undergraduates
EDITORIAL
Full text linkThe AU-GSB e-Journal is a semiannually international journal publishing the finest peer-reviewed social science articles across the entire spectrum of academic fields. The AU-GSB e-Journal has been indexed in TCI – Thai Journal Citation Index Centre (Tired 1).
This issue covers twenty-five articles. The first article titled “Projecting Factors Impacting Art Students Satisfaction with Blended Learning in Sichuan, China” aims to investigate factors impacting satisfaction of art students enrolled in blended learning programs at the Ethnic Colleges and Universities directly under Central administration (ECUCA) in Sichuan Province.
The second article titled “Predicting Factors of Undergraduate Art Students’ Behavioral Intention to Use Online Education in Chengdu, China” aims to explore the factors affecting online education behavior intention of fine arts students in three target universities in Chengdu, China.
The third article titled “Factors Impacting High School Students’ Behavioral Intention to Use Mobile Learning in Liupanshui, China” investigates the factors impacting high school students' behavioral intention to use mobile learning in Chinese high schools, considering effort expectancy, social influence, facilitating condition, performance expectancy, attitude, behavioral intention, and use behavior.
The fourth article titled “A Study on Behavioral Intention to Use Online Learning of Undergraduate Students in Painting Majors in Chengdu, China” aims to study the impact factors of behavioral intention of students in painting majors in Chengdu, China.
The fifth articled titled “Factors Influencing Aviation Services Students’ Happiness Toward Career Guidance Course in Hainan, China” examines the factors influencing aviation service students' happiness toward career guidance courses in universities in Hainan, China.
The sixth article titled “Driving Factors of Behavioral Intention to Use Japanese Language Learning Apps Among Non-Japanese Major Students in Chengdu, China” analyzes the factors affecting non-Japanese major students’ behavioral intention to use Japanese learning apps in Chengdu, China.
The seventh article titled “Factors Influencing the Purchase Intention and Behavior of Generation Y Women Towards Fashion Products in Chengdu, China” aims examine relationships among brand, perceived quality, attitude, loyalty, trust, purchase intention, and purchase behavior.
The eighth article titled “Factors Influencing Undergraduate Students' Satisfaction and Loyalty to Art Museums in Chengdu, China” aims to investigate factors impacting university students’ satisfaction and loyalty towards art museums in Chengdu, China, including student expectation, perceived value, perceived quality, student satisfaction, trust, image, and loyalty.
The ninth article titled “Influencing Factors of Undergraduate Art Students’ Satisfaction with Social Media During COVID-19 in Shanghai, China” examined the factors impacting undergraduates at the Shanghai Institute of Visual Art's satisfaction with social media during COVID-19.
The tenth article titled “Examining Utilization of Online Learning Platforms: A Case of Undergraduates in Vocational Colleges in Sichuan, China” examined the effects of perceived ease of use, perceived usefulness, attitude, social influence, facilitating conditions, and behavioral intention toward undergraduates’ use behavior of online learning platforms in Sichuan, China.
The eleventh article titled “A Study on Behavioral Intention and Self-Learning Attitude of Internet Base E-Learning Among Liberal Arts Students in Chengdu, China” aims to investigate factors impacting students on the behavioral intention to self-learning and self-learning attitude of internet base e-learning for Liberal arts students in Chengdu, China.
The twelfth article titled “The Key Factors of Part-Time Art Teachers' Self-Efficacy and Job Satisfaction in Chengdu, China” explores the key impacting factors of self-efficacy and job satisfaction of part-time art teachers in Chengdu, China.
The thirteenth article titled “Key Factors Influencing Performance of Students in Higher Vocational Colleges Based on the Vocational Skill Evaluation System in Zhejiang, China” explains the relationship between student experience, academic culture, employability, compatibility with online mode, innovation, new opportunities, knowledge management process, and performance.
The fourteenth article titled “Factors Impacting Sophomores’ Satisfaction and Behavioral Intention to Use Online Learning: A Case Study of a Public University in Yunnan, China” explores the factors impacting student satisfaction and behavioral intention to use online learning at a public university in Yunnan Province, China.
The fifteenth article titled “Investigating Key Factors Influencing Student Satisfaction in Online Learning for Construction Engineering Students in Guizhou, China” explores the influencing factors of student satisfaction in online learning platforms in vocational colleges in Guizhou, China.
The sixteenth article titled “Exploring Factors of Film Academy Students’ Satisfaction and Continuance Intention to Use E-Learning in Chengdu, China” aims to explore the factors that impact the student satisfaction and continuance intention with e-learning in Chengdu, China.
The seventeenth article titled “Exploring the Affecting Factors of Behavioral Intention to Use Virtual Reality for Dynamic Learning: A Study of Top Three Private Universities in Yangon, Myanmar” aims to examine the factors affecting the students’ behavioral intentions towards using virtual reality technology in replacing online learning/eLearning platforms to better engage in dynamic learning with the studies and improve their learning journey.
The eighteenth article titled “Factors Impacting on E-banking Service Quality and Loyalty for University Teachers in Baoshan, China” explores the factors influencing the quality of e-banking services and loyalty among university teachers in Baoshan, China.
The nineteenth article titled “The Assessment on Behavioral Intention to Use Digital Library Among Undergraduates Majoring Natural Science in Chengdu” aims to assess the determinants of willingness to use Online Library's Full-text Resources among undergraduate students majoring natural science from ten higher education institutions in Chengdu.
The twentieth article titled “A Quantitative Study on Factors Influencing College Students’ Satisfaction with Cloud-Based Online Courses in Chengdu, China” investigates the influencing factors of satisfaction with cloud-based online courses in Chengdu, China.
The twenty-first article titled “Relationship between Facilitative Focus Moderation and Psychological Capital on Change Support Behavior: Taking Organizational Support Climate as Moderating Variable” investigates how employees' focus adjustment and psychological capital influence their support for organizational change in Internet companies.
The twenty-second article titled “A Study on the Impact of Employee Work Engagement on Turnover Intention: The Mediating Role of LMX and the Moderating Role of Leadership Support” investigates the factors influencing turnover intention among catering practitioners in Shanghai, China.
The twenty-third article titled “The Relationship between Psychological Contract and Work Engagement of the Post-95s: Mediation of Psychological Capital and Moderation of Organizational Commitment” investigates the relationship between psychological contract and work engagement among post-95 employees, emphasizing the mediating role of psychological capital and the moderating role of organizational commitment.
The twenty-fourth article titled “An Investigation on Vocational and Technical Students' Satisfaction and Continuance Intention on B2C Online Shopping Platform in Sichuan, China aims to explore the factors that affect the satisfaction and continuous intention of Chinese college students using B2C shopping platforms.
The twenty-fifth article titled “Factors Impacting on Satisfaction and Purchase Intention of Mobile Games Among Non-Art Major Students in Public Universities in Chongqing, China” aims to investigate the factors influencing the purchase intention of mobile games among non-art major students in public universities in Chongqing, China