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Neuromarketing Research On Consumers' Visual Perception of Cryptomarking a Product Package
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This article discusses the possibility of using information technology in product marking. In order to effectively inform consumers about the product and its ingredients on the basis of cryptographic protection of a two-dimensional bar code (QR code), it is necessary to conduct preliminary neurophysiological analysis. Therefore, the aim of the research was to analyze and evaluate consumers' visual perception of a cryptographic marking in order to best position a QR code on a product package. A comprehensive neuromarketing experiment had been carried out to study the visual attention and interest in cryptographic marking on a soft milk package. The oculomotor behaviors of 28 testees were recorded as an array of 395 data sets. Two groups of testees aged from 18 to 50 were involved in the experiment. The results were processed by using economic-mathematical and statistical analysis methods that are implemented in the SPSS environment. Having the results of the processed data summarized, the best QR code positioning spots on a soft milk package have been found. The revealed positioning areas were proved to be the best by the objective neurophysiological parameters of the testees' visual perception of the milk test packages. Cryptomarking had been done on the selected areas on experimental materials and then tested in the control group concerning the testees' attention. The areas of interest and memorability of milk brands were distinguished as well. The obtained results can be used as a practical tool for managing the consumer's attention when choosing milk. The further studies will be related to the research of the visual visibility of a cryptomarking in foveal and peripheral eyesight which will make it possible to understand the consumer's situational behavior in the decision-making process
Evaluation of the Global English Coursebook Motivate!3: Implication for Pedagogical Material in the Cambodian Context
Get PDFThe study sought to evaluate the global contents, viz. inclusivity and inappropriacy, global connectedness, and global issues in the global English coursebook Motivate! 3. The study also aimed to see whether the inside contents were in line with the stated objectives. Photos and content analysis were employed. The results revealed that the global contents were partly presented in this coursebook. The results also indicated that the inside contents were in alignment with the cited objectives. In terms of inclusivity, the authors presented men and women fairly without any bias. Apropos of inappropriacy, the authors adhered to the rule of thumb (PARSNIP rules), as the authors did not present inappropriate topics. Howbeit, apropos of global connectedness, some biases were found. The coursebook is void of a variety of Englishes and the locations of other parts of the world. Finally, the authors also presented some parts of three global issues including socio-economic issues, intercultural communication issues, and health concerns issues, but other issues like environmental issues were not presented. Therefore, this study argued that when using this book as teaching material for global education, school administrators or instructors may need supplementary materials consisting of other global contents which were not presented in this coursebook. Alternatively, some contents of this coursebook may need to be revised or glocalized to meet the diverse learners’ needs
The Effectiveness of Flipped Classroom for Translation and Storytelling Skills, and Knowledge of Local Culture during the COVID-19 Pandemic
Get PDFThe paper reports an investigation into the effectiveness of flipped classroom for teaching translation, storytelling, and local culture during the COVID-19 pandemic. A pre-test post-test nonequivalent group design was used to see the effect of the flipped technique. Due to the pandemic, all teaching activities following the students’ independent study from videos could only be done online. The data were gathered through online tests, online questionnaires and online interviews. The results show that they did not make a significant gain in the three skills except for the story content in one of the experimental groups. The comparison between the three groups showed only a higher gain by the second experimental group in translation skill. Despite the result, the students expressed their positive attitude toward the flipped technique. The teacher, meanwhile, expressed concerns about reaching out to students living in remote areas and about monitoring students’ cheating. Lack of preparation within the principles of Constructivism and self-regulated learning might have contributed to the results. As a whole, this research implies the necessity of comprehensive preparation in the teachers’ and students’ overall mindset about independent learning before they can embark on flipped classroom.
Soft Skills สำหรับนักกฎหมำยในศตวรรษที่ 21: กำรพัฒนำทักษะกำรโค้ชเพื่อกำรสื่อสำรอย่ำงเห็นอกเห็นใจสำหรับนักกฎหมำย: Soft Skills for Legal Professionals in 21st Century: Developing Coaching Skills for Empathic Communication for Lawyers
Get PDFบทคัดย่อบทความวิจัยฉบับนี้มุ่งศึกษาความหมายและความสาคัญ กระบวนการและวิธีการที่เกี่ยวข้องกับการพัฒนาทักษะ รวมไปถึงปัญหาเกี่ยวกับทักษะและการพัฒนาทักษะการโค้ช (coaching) เพื่อการพัฒนาทักษะการโค้ชสาหรับการสื่อสารอย่างเห็นอกเห็นใจสาหรับนักกฎหมาย เพราะการสื่อสารเป็นสิ่งที่นักกฎหมายจาเป็นต้องทาตลอดเวลา โดยเฉพาะอย่างยิ่งในศตวรรษที่ 21 ซึ่งเป็นยุคการสื่อสารไร้พรมแดนและยุคแห่งความเปลี่ยนแปลงตลอดเวลา การพัฒนาทักษะการโค้ชเพื่อการสื่อสารอย่างเห็นอกเห็นใจสาหรับนักกฎหมายจึงมีความสาคัญอย่างยิ่ง โดยการพัฒนาดังกล่าวต้องสอดคล้องกับการพัฒนาคุณธรรมและจริยธรรมสาหรับผู้ประกอบวิชาชีพนักกฎหมายในอนาคต ผู้วิจัยจึงมีข้อเสนอแนะให้หลักสูตรนิติศาสตร์ตระหนักถึงความสาคัญของการพัฒนาทักษะการโค้ช ทักษะดังกล่าวประกอบด้วยทักษะสาคัญๆ ได้แก่ การฟังอย่างลึกซึ้ง การตั้งคาถามอันทรงพลัง การสะท้อนกลับ รวมถึงการส่งเสริมให้เกิดการพัฒนาทักษะการสื่อสารอย่างเห็นอกเห็นใจแก่นิสิต นักศึกษา โดยผู้สอนบรรยายในรายวิชาบังคับคือวิชาจริยธรรมสาหรับนักกฎหมาย เพื่อเข้าจึงความหมายและความสาคัญของการชี้แนะ และการสื่อสารอย่างเห็นอกเห็นใจ ผ่านกระบวนการฝึกฝน การฟัง การถาม การสะท้อนกลับ รวมถึงทักษะที่เกี่ยวข้องอื่นๆ
AbstractThis study examines Soft Skills for Lawyers in 21st Century: Developing Coaching Skills for Empathic Communication for Lawyers. The legal professional is a profession that requires human skills because they must work with people who are facing with problems such as clients or parties. Communication skill is a must for lawyers, especially in 21st Century which is an era of borderless communication with constantly changing. The development of empathy and empathic communication skills in law schools is essential because it is related to the development of moral and ethics for those who will practice in legal profession the future. This research suggests that law programs recognize the importance of developing faculty members to have coaching skills which consists of major skills, including deep listening, powerful questioning and reflection as well as related skills, such as skills in rapport building. The outcome can be done by setting new teaching and learning styles in compulsory courses such as criminal law or tort law subjects including literature reading, storytelling, watching movies, analyzing feelings and emotions of each character, or having students to perform a role play related to the facts in the case
Determinants of Intention to Repurchase Antigen Test Kit (ATK) Product
Get PDFATK test kits have been used widely to test for the Covid-19 virus. This has led to a significant demand and strong repurchase intentions for consumption by many people, including Thai people. From the marketing management perspective, repurchase intentions have been regarded as a competitive advantage which can greatly support firms not only to provide sufficient supply to the market but also to achieve business sustainability. Hence, many businesses have continued evaluating certain determinants which significantly influence their customers’ intentions to rebuy their products. In this regard, investigating the factors influencing repurchase intentions is essential to many businesses. Accordingly, this research aims to investigate how switching costs, brand experience, and brand loyalty, influence consumers’ intentions to rebuy antigen test kits (ATK) for testing for Covid-19 among Thai citizens. A google form survey was developed to survey 670 people who had previously bought an ATK. However, there were only 523 responses deemed valid and usable for analysis through a structural equation model. Results revealed that brand loyalty was significantly influenced by brand experience and switching costs. Consumers remained loyal to the same ATK brand if they were satisfied with their experience of using the ATK product. This could happen when they faced a high barrier of switching to another brand. Repurchase intentions were significantly influenced by brand loyalty and brand experience, but not switching cost. People rebought the ATK product when they remained loyal with the current ATK brand. Their intentions to rebuy became even higher once they had a good experience of using the product.
 
Harmonization of Geographical Indication (GI) Registration: A Case Study of Doi Tung Coffee
Get PDFCoffee is one of the world’s most valuable commodities. However, both the refining procedure and the growing environment make each source of coffee unique. Recognizing this, the concept of geographical indication has emerged as a vital legal instrument to safeguard the intellectual property rights associated with specific products. Since this protection is jurisdiction-based, each nation can customize its own safeguarding measures and registration procedures to its internal policies and preferences, resulting in differing costs to producers. Multiple registrations in different jurisdictions are required for obtaining protection under the geographical indication realm, consequently creating a complex landscape to certain producers. This article aims to delve into the issues surrounding multiple registrations by examining the experiences of Doi Tung Coffee’s registrations in Thailand, the European Union, and Japan. Furthermore, harmonization of registration is proposed as a potential solution. By streamlining the registration process across territories, the harmonization approach seeks to minimize the costs associated with multiple registrations and ultimately bolster the competitive edge of producers in the global market. It also underscores the significance of providing adequate protection to promote the growth and success of coffee producers worldwide
Vocabulary Instruction Using Mobile Applications to Improve Vocabulary Breadth of English Major Chinese Undergraduate Students
Get PDFVocabulary is crucial in English language learning and teaching as acquisition of vocabulary is a primary requisite for English language use. In today’s technological advancement where mobile applications affect all aspects of people’s lives, designing a vocabulary instruction using mobile applications to improve students’ vocabulary breadth is in line with the development of the time and can meet technophile students’ preferences in learning English language. This research aimed to develop vocabulary instruction using mobile applications to improve the vocabulary breadth of sophomore English majors in a private international university in China (experimental group, N=30; control group, N=27). This research was an explanatory sequential design and employed a mixed method combining quantitative and qualitative methods to answer research questions. The instruction, which comprised of selected language learning principles as the foundation, was designed by putting into account the findings of the learners’ needs. The mobile applications were applied during the process of vocabulary instruction. The results revealed that the experimental group who were taught vocabulary using mobile applications outperformed the control group who were taught vocabulary using the conventional method of teaching on the posttest scores of vocabulary breadth on both receptive and productive vocabulary at the significance level of .05. The semi-structured interview results indicated that students held positive attitudes towards learning vocabulary with mobile applications, vocabulary learning activities, and the effects of improvements in vocabulary breadth. The findings yield pedagogical implications on vocabulary learning and teaching using mobile applications
Editorial
Get PDFEditorial
Asst. Prof. Dr. Maria Socorro C L Fernando
Editor-in Chief
We are presenting to you this 1st issue of Volume 11 of the ABAC ODI Journal Vision. Action. Outcome.
This issue has 25 articles from authors whose publications provide valuable and quality knowledge sharing on topics and processes. The articles used various research designs such as quantitative research, model building, mixed method and qualitative research, and action research on topics related to organization development and management, hotel and tourism management, educational leadership and management, technology and teaching processes, technology education management, change management in governance, and sustainability of teams and organizations. The context of the studies represents a myriad of organizational settings from several countries.
It is our hope that this issue of our journal add value to the body of knowledge in the various disciplines because the contributing authors’ works present an array of research methods, finding and conclusions that benefit future research and whose conclusions and recommendations are useful to teams and organization as applied learning for continuous improvement.
We appreciate all the authors who have published their research in the ABAC ODI Journal Vision. Action. Outcome. We also thank our Editorial Advisory Board, Editorial Board, the Editorial Team, and Staff and all the experts who serve as peer reviewers for the continuous support and engagement.  
Undergraduates’ Behavioral Intention to Use E-Guests to Facilitate Online Learning in The Public Universities in Chongqing, China
Get PDFPurpose: This study evaluates the determinants that significantly affect undergraduate design students’ behavioral intentions to invite e-guests in online education from three essential public universities in Chongqing, China. A conceptual framework proposes the relationship between self-efficacy, perceived enjoyment, perceived ease of use, perceived usefulness, attitude, social influence, and behavioral intention. Research design, data, and methodology: A quantitative approach was used with 495 samples, and a questionnaire was distributed to undergraduate students at three target universities. The sampling techniques are judgmental stratified random and convenience sampling. Content validity was reserved by index of item objective congruence (IOC) at a score of 0.6 or over. Pilot test of 30 samples was approved by Cronbach’s Alpha reliability test at a score of 0.7 and above. Confirmatory Factor Analysis (CFA) and the Structural Equation Model were utilized for statistical analysis (SEM), as well as evaluations of the goodness of model fit, correlation validity, and reliability of each factor. Results: Seven hypotheses have been established to accomplish the research objectives, with the attitude has the strongest effect on behavioral intention. Conclusion: It is recommended that the administrations of public universities should enhance the critical determinants of effective implementation of e-guests in online learning to enhance students’ behavioral intentions
The Determinants of Behavioral Intention to Use Mobile Reading Apps of Collage Students in Chongqing, China
Get PDFPurpose: This research examined the determinants of behavioral intention of college students in Chongqing who have mobile reading experience of excellent Chinese traditional culture. The conceptual framework proposed causal relationships among perceived usefulness, perceived ease of use, perceived value, perceived enjoyment, attitude, social influence, and behavioral intention. Research design, data, and methodology: 500 students from three universities in Chongqing were selected. The researcher used the questionnaire as a tool. The sampling technique contains judgmental, stratified random and convenience sampling. The content validity was confirmed by the index of item-objective congruence (IOC). The pilot test involves 50 participants to ensure reliability by Cronbach’s alpha. Results: The social influence presented the strongest effect on behavioral intention and proved that attitude directly influenced behavioral intention. The significant influences that support attitude were perceived value and perceived enjoyment. Nevertheless, perceived ease of use and perceived usefulness had no significant influence on attitude. The factors of perceived value and perceived enjoyment indirectly impacted behavioral intention. Conclusions: The research can help developers to consider these factors that affect users more when developing mobile reading apps related to excellent traditional Chinese cultural knowledge