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Factors Affecting Undergraduate Students' Satisfaction and Loyalty with Independent Institutions in Sichuan, China
Get PDFPurpose: This study aims to investigate the factors that affect students' satisfaction and loyalty to independent institutions in Chengdu, Sichuan province. The researcher developed a conceptual model consisting of seven variables, and seven hypotheses that examined the impact of perceived value, service quality, university reputation, university image, and student trust on student satisfaction, university image, and student satisfaction on student loyalty. Research design, data, and methodology: A quantitative method and questionnaire were used to collect sample data from target populations. The study involved 575 undergraduate students in four selected independent institutions in Chengdu. The content validity and reliability were tested using Item-Objective Congruence and Cronbach's Alpha pilot test before distributing the questionnaire. The researcher employs judgmental, quota, and convenience sampling. Confirmatory Factor Analysis and Structural Equation Modeling were utilized to analyze the data. Results: The findings showed that perceived value, service quality, university reputation and university image significantly affect student satisfaction. Student satisfaction is the strongest predictor of student loyalty. Nevertheless, student satisfaction is not affected by student trust, and university image has no significant effect on student loyalty. Conclusions: This study has the potential to provide valuable insights that can improve the educational quality and competitiveness of independent institutions in Chengdu
EDITORIAL
Get PDFThe 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 2).
This issue covers twenty-two articles. The first article titled “Factors Influencing Undergraduates' Perceived Learning and Continuance Intention Towards Using M-Learning” aims to examine the factors that influence undergraduates' perceived learning and continuance intention using M-Learning in a private university in Chengdu, China.
The second article titled “Factors Impacting on Satisfaction and Continuance Intention of English Literature Students on the Use of Cloud-based E-learning in Ningxia, China” aims to examine factors impacting the satisfaction and continuance intention of college students majoring in English literature on the use of cloud-based e-learning in Ningxia, China.
The third article titled “Determinants of Satisfaction and Loyalty in Innovative Personal Health Assistant Services for Potential Hypertension Patients: A Case Study on a Private Hospital in Thailand” aims to explore the determinants of satisfaction and loyalty in innovative personal health assistance services for patients with potential hypertension symptoms.
The fourth article titled “Factors Impacting on Satisfaction and Behavioral Intention of Social Science Majors Students Toward E-learning: A Case Study of a public university in Sichuan, China” aims to examine the factors impacting social science majors’ students’ satisfaction and behavioral Intention to use electronic learning (E-learning) in a public university in Sichuan, China.
The fifth articled titled “The Antecedents of Satisfaction and Loyalty of College Students Towards Online Learning in Chengdu, China, during COVID-19 ” aims to identify the key antecedents of satisfaction and loyalty of college students toward online learning in Chengdu, Sichuan province, China, during the current COVID-19 epidemic.
The sixth article titled “Behavioral Intention of Male Students to Use 5G Internet Network to Use Online Education Platforms in Sichuan, China” aims to explore the factors influencing male students’ behavioral intention to use 5G internet network to use online education platforms in Sichuan, China.
The seventh article titled “Tourists' Accommodation Choices Based on Sustainable Practices of Budget Hotels in Bangkok” aims to understand the factors affecting tourist choice of accommodation towards sustainable practices, using a budget hotel in Bangkok as a case study.
The eighth article titled “A Bridging the Technology-Government Policy Divide: Understanding the Acceptance of Blockchain Adoption in Thailand's Agriculture” focuses on investigating the factors influencing the adoption of blockchain technology in Thailand's digital agriculture policy.
The ninth article titled “Empirical Research on Influencing Factors of Behavioral Intention with Mobile Library Among Undergraduate Students in Suzhou, China” aims to investigate the significant factors that influence the use of mobile libraries at selected universities among undergraduate students.
The tenth article titled “Exploring the View of Parents of Primary School Students on the Use Behavior of U-Learning in Thailand During COVID-19” explores the factors influencing the behavioral intention and use behavior of primary school parents in a private school in Samutprakarn, Thailand, towards ubiquitous learning (u-learning) during the height of the COVID-19 pandemic.
The eleventh article titled “Grade Can Be Classified Effectively with the Measures of Student Satisfaction and Loyalty: A Case of a School in Yunnan, China” determines the factors influencing the satisfaction and loyalty of students towards the academic grading system at Huayu Featured School (Main Campus) in Zhaotong City, Yunnan Province, China.
The twelfth article titled “Factors Impacting Satisfaction with Blended Learning Among Private College Students in Mianyang, China” aims to examine the factors of task technology fit, confirmation, cognitive presence, teaching presence, social presence, and learner-instructors interaction to impact blended learning satisfaction for two private college students in Mianyang, China.
The thirteenth article titled “Exploring Determinants of Generation Y Consumers’ Behavioral Intention and Use Behavior of Mobile Payment in China” aims to examine the factors that influence the mobile payment behavior of Chinese Generation Y consumers, focusing on their intention and use behavior.
The fourteenth article titled “Assessing Parents on Factors Impacting Primary Students’ Continuance Intention to Use Tencent Class Platform in Chongqing City, China” investigates parents on the factors influencing students' continuance intention of the Tencent Class platform among parents in a primary school located in Chongqing city, China.
The fifteenth article titled “A Study on The Influencing Factors of Students’ Behavioral Intention and Usage Behavior of Massive Open Online Courses in Dazhou, China” aims to explore the factors that influence the students’ behavior intention and usage behavior of Massive Open Online Courses (MOOCs).
The sixteenth article titled “Factors Impacting Online Consumers’ Attitude and Purchase Intention Via Online Shopping Platforms in China” aims to investigate the determinants influencing Chinese online shoppers’ attitudes and purchase intention toward online shopping in China.
The seventeenth article titled “Exploring Impacting Factors of Undergraduate Students' Satisfaction with Online Courses of Adult Higher Education in Chengdu” explores the satisfaction of adult higher education undergraduate students with the online course education method in Chengdu.
The eighteenth article titled “A Research on Practical Teaching and Influencing Factors of Vocational College Student’s Performance in Chengdu, China” investigates the factors that influence the students’ performance of Chengdu higher vocational college students, which are determined by perceived usefulness, perceived ease of use, attitude, behavioral intention, social influence, students’ performance, and use behavior.
The nineteenth article titled “An Assessment on Behavioral Intention to Use Chaoxing Learning Platform in The Post-Pandemic Among Third-Year Undergraduates in Anhui, China” investigates the factors that impact assessment on behavioral intention to use Chaoxing Learning Platform in the post-pandemic among third-year undergraduates in Anhui, which are determined by perceived ease of use, perceived usefulness, attitude, behavior intention, facilitating conditions, self-efficacy and subjective norm.
The twentieth article titled “Measuring College Students’ Entrepreneurship Intention and Behavior in Zhejiang, China” investigates factors impacting college students’ entrepreneurship intention and behavior in Hangzhou, Ningbo, and Wenzhou in Zhejiang Province.
The twenty-first article titled “Legalization of marijuana and the effects on economy and society from the healthcare professional’s perspective” aims to explore the legalization of marijuana (cannabis) the effects on economy and society from the healthcare professional’s perspective.
The twenty-second article titled “Factors Influencing Patient Loyalty towards Dental Care Providers – Residents in Bangkok, Thailand” aims to investigate the influence of service quality and reputation on patient satisfaction and patient loyalty
EDITORIAL
Get PDFThe 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 2).
This issue covers twenty articles. The first article titled “The Technology Affordance for Enhancing Gen Zs’ Flow Experience, Satisfaction and Continuance Usage of TikTok in Thailand” aims to identify the role of technology affordance leading to the continuance usage of Generation Z TikTokers in Thailand.
The second article titled “A Study on Intention and Behavior of Undergraduates to Use Massive Open Online Courses in Sichuan, China” aims to explore the influence of behavioral intention and behavior of undergraduates in their use of Massive Open Online Courses (MOOCs) learning in China.
The third article titled “A Research on Customers’ Satisfaction and Loyalty Towards Internet Plus of Express Logistics in Chengdu, China” aims to explore the factors influencing the satisfaction and loyalty of express logistics services in the context of "Internet Plus.
The fourth article titled “The Assessment on Significant Factors of Undergraduate Students’ Behavioral Intention to Learn Arts Education in Chengdu, China” aims to examine the determinants of university students' behavioral intention to learn arts education.
The fifth articled titled “Determinants of Freshmen’ Use Behavior of DingTalk Learning Platform to Study Mental Health Course in Chengdu, China” aims to explore the influencing factors of DingTalk learning platform on the learning behavior of mental health course of students in Vocational Colleges in Chengdu, China.
The sixth article titled “Understanding Behavioral Intentions and Use Behavior of Students Towards Online Learning Systems in Jiangxi, China” aims to investigate the factors impacting behavioral intentions and use behavior of students in vocational collages towards online learning systems in Jiangxi, China.
The seventh article titled “Factors Promoting Teaching Behavior of English Teachers in Primary Schools in Chengdu High-Tech Zone, China” aims to investigate the influence of the teaching behavior of primary school English teachers in Chengdu High-Tech Zone, China.
The eighth article titled “Influential Factors of Undergraduate Students’ Behavioral Intention toward Mobile Reading Software: A Case of a Public University in Sichuan, China” purposes to analyze the behavioral intention of college students using mobile reading apps in Sichuan Normal University through a questionnaire survey.
The ninth article titled “Factors Impacting 18-30 Years old Consumers’ Purchase Intention of New Energy Vehicles in Sichuan, China” aims to examine the impacting factors of consumers’ purchase intention of new energy vehicles in Sichuan, China.
The tenth article titled “Factors Influencing Undergraduate Students’ Satisfaction and Performance Towards Online Learning in Chengdu, China” delves into the determinants that influence the satisfaction and efficacy of online learning among students enrolled in four universities directly affiliated with the Ministry of Education in Chengdu.
The eleventh article titled “Determinants of First-Year Students’ Intention and Behavior Towards English Learning in Higher Vocational Colleges in Chengdu, China” explores the relation among several variables that affect personal behavior and intention for a specific purpose in previous studies.
The twelfth article titled “Factors Influencing Intention to Use Smart Home Technology in Chengdu-Chongqing Economic Circle, China” aims to explore the influencing factors of residents' behavioral intention to use smart home technology in Chengdu Chongqing economic circle, China.
The thirteenth article titled “Drivers of Undergraduate Students’ Perceived Usefulness and Satisfaction with Online Learning in Chengdu, China” deeply explores the factors influencing perceived usefulness and satisfaction of undergraduates towards online learning experiences in China.
The fourteenth article titled “Determinants of Freshmen’ Behavioral Intention and Use Behavior of Ubiquitous Learning in Chengdu, China: A Case of Three Universities” aims to explore the factors that influence first-year students’ behavioral intention and use behavior when using ubiquitous learning in Chengdu, Sichuan Province.
The fifteenth article titled “A Study on Factors Affecting Behavioral Intention and Behavior of Tourists to Use Tourism Applets in Chongqing, China” focuses on the influencing factors of behavioral intention and behavior of tourists to use tourism mobile applets in Chongqing, China.
The sixteenth article titled “Key Influencers of Attitude and Intention to Shop Online Through Live Broadcasting Platform Among Middle-Aged Consumer’s in Chengdu, China” discusses the significant influencing factors of middle-aged consumers’ attitudes and intentions toward online shopping live broadcasting platforms in Chengdu, China.
The seventeenth article titled “Factors Affecting Undergraduate Students' Satisfaction and Loyalty with Independent Institutions in Sichuan, China” aims to investigate the factors that affect students' satisfaction and loyalty to independent institutions in Chengdu, Sichuan province.
The eighteenth article titled “Factors Impacting Satisfaction and Loyalty with Thai Spa Products of Chinese Consumers in Chengdu, China” investigates the factors impacting satisfaction and loyalty with Thai spa products of Chinese consumers in Chengdu, China.
The nineteenth article titled “The Drive of Third-Year Student's Intention and Behavior of Entrepreneurship in Collages of Chengdu, China” is built upon perceived entrepreneurial motivation, perceived controllability, entrepreneurial self-efficacy, attitude, subjective norm, perceived behavioral control, intention, and behavior.
The twentieth article titled “Influential Factors Impacting the Performance of Employees with Less Than Five Years of Work Experience in High-Tech Enterprises located in Chengdu, China” aims to explore the key factors that significantly influence employees' job performance in high-tech enterprises in Chengdu, China
Local Ventures’ Shared Leadership Persuasion: How Knowledge Sharing and Interactive Work Culture Influence Employees’ Innovation
Get PDFThis research investigates the effect of shared leadership on employee innovation and the mediating and moderating roles of knowledge-sharing and interactive work culture in the relationship between shared leadership and employee innovation. A total of 840 respondents from 120 local beverage companies in three provinces in Indonesia were selected using purposive sampling. The survey instruments were initially tested for validity and reliability as a preliminary analysis. Data obtained during the survey were then analyzed using the hierarchical regression method with Statistical Package for the Social Science (SPSS). This research reveals that shared leadership positively affects knowledge sharing and employee innovation. In addition, knowledge sharing partially mediates the relationship, while interactive work culture moderates the relationship between shared leadership and employee innovation behavior. This study is among the first to discuss the relationship between shared leadership and employees’ innovative behavior using knowledge sharing as a mediator and interactive work culture as a moderator in the context of local beverage companies in Indonesia
Determinants of Banking Customer Loyalty in Indonesia
Get PDFThis study aims to identify and analyze the determinants of customer loyalty in the banking sector in Indonesia. The study was conducted within the banking sector, specifically among institutions categorized under BUKU IV, spread across the Jabodetabek region. The research design follows a causal approach utilizing quantitative techniques, subsequently processed and examined through PLS-SEM. The study encompassed a participant pool of 245 respondents. The outcomes of this investigation reveal that customer engagement significantly influences both customer trust and customer commitment. Furthermore, customer trust and customer commitment effectively serve as mediators, enhancing customer loyalty through customer engagement. Additionally, the research corroborates the notion that customer trust can positively impact customer commitment
Enforcement Branding Choice for SMEs Specialty Food Brands Among Indonesian Millennials
Get PDFThis study examines the influence of brand authenticity on brand choice among SMEs’ local specialty food brands by the millennial generation, with the roles of brand trust, brand love, and brand value, examined as meditating variables. Survey data were collected from a sample of 770 SME customers who bought local specialty food in Indonesia. A convenience sampling technique was applied, and partial least squares–based structural equation modeling was utilized for data analysis. Primary data were collected using a survey method to distribute structured questionnaires. The results showed that all direct effects in the proposed model had a significant impact, except for the relationships of brand trust and brand value with brand choice. Similarly, brand trust, brand love, and brand value proved to be mediating variables. This study attempts to fill a gap in the literature by investigating how brand love influences brand choice for local specialty food brands at SMEs, especially in emerging markets
Impact of Oil and Gold Prices on Southeast Asian Stock Markets: Empirical Evidence from Quantile Regression Analysis
Get PDFAccording to Chang and Li (2022), the COVID-19 pandemic may have had an impact on the European and American capital markets’ dependence on crude oil. However, no studies have assessed the returns and impacts of crude oil and gold prices on Southeast Asian stock markets in conjunction with the COVID-19 pandemic. To address this gap, a quantile regression model was used to analyze data of Southeast Asia stock prices from 2016 to 2023, alongside the daily closing prices of Dubai crude oil and world gold. The findings suggest that crude oil has a large trickle-down impact on the Southeast Asian market returns. This highlights the importance of dynamic linkages over time by reporting dynamic spillover to be statistically significant in Southeast Asian stock returns. Most stock returns show that volatility shocks are enduring. In Singapore and Thailand, the gold returns significantly and favorably affect the stock returns at all quantiles. At various quantiles, the impact of gold returns is notably favorable in the remaining scenarios
Market Competition and Innovation Premium Before and After the Financial Crisis: Evidence from Taiwan
Get PDFThis study explores the influence of innovation and market competition on stock returns in Taiwan before and after the 2008 financial crisis. This study offers marginal contributions to the important topic of innovation investment which is a vital driver of competitiveness and growth. The study employs Fama Macbeth regression and a sorting portfolio to examine a sample of 121,913 firm-month observations from 1991 to March 2021. A Two-Stage Least Squares estimation is also employed to address unobserved endogeneity issues. The empirical findings suggest that innovation premiums persist in Taiwan. However, the findings also report that higher market concentration reduces stock returns in Taiwan. The results support the information asymmetry theory and the resource-based view theory. This study can support policymakers and managers in developing innovative activities sustainably in emerging markets, while also helping individual investors to optimize their investment portfolios.
 
Examining the Factors Impacting Satisfaction and Loyalty in Innovative Personal Health Assistant Services for Hypertension Patients of a Private Hospital in Thailand
Get PDFPurpose: The aim of this research is to examine the factors impacting satisfaction and loyalty in innovative personal health assistant services for hypertension patients of a private hospital in Bangkok, Thailand. Research design, data and methodology: Conceptual framework consisted with six variables, reliability, trustworthiness, service quality, hospital image, satisfaction and loyalty, was designed to achieve research objective. Quantitative approach was applied to collect data from 500 respondents. Sampling methods of purposive sampling, stratified random sampling, and convenience sampling were used to scoped to reach target respondents. The reliability of questionnaires has been verified with Item-Objective Congruence (IOC) and pilot test before distribution to target respondents. Data obtained was then analyzed with statistical method of Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to test hypothesis proposed for the study. Results: Loyalty of hypertension patients in personal health assistant service was driven by satisfaction, while satisfaction was impacted from service quality, hospital image, and trustworthiness. Service quality played critical role for hypertension patient as it directly impacts satisfaction and hospital image, and indirectly impact loyalty. Conclusions: Marketers, healthcare facilities, and developers of health virtual assistant should focus on delivering service, diagnosis and treatments that meet their needs or beyond their expectation to gain trust, positive hospital image, and satisfaction that also consequently induces commitment in the service
Influencing Factors of Urban Residents’ Green Consumption Behaviour in Henan Province, China
Get PDFPurpose: Green consumption has gained widely attention in China due to the pressure on scared resources and environment concern is constantly increasing. This study explores the factors that affect the green consumption of urban residents in Henan, China. Based on the theories of Theory of Consumption Value (TCV), Theory of Related Action (TRA), and Theory of Planned Behavior (TPB), the research framework was constructed, which consisted of six independent variables, which are environmental concern, attitude, subjective norm, expectancy, perception and intention. A dependent variable is behavior. Research design, data, and methodology: The study selected urban residents aged 18-59 from five cities in Henan Province as the main target population. The researcher collected the data by distributing online questionnaire to 483 consumers and analyzed the data using confirmatory factor analysis and structural equation model. Results: The results approve all hypotheses. Environmental concerns significantly influence green consumption attitudes. Attitude, subjective norm, expectancy, and perception significant influence the intention of green consumption. Additionally, Environmental concerns and intention significantly influence behavior. Conclusions: The obtained data may need to be more widely promoted and applied in China. However, the relevant data can provide an overall understanding of the influencing factors of Chinese consumers' green consumption behavior