ICO: Dissertations

Permanent URI for this collectionhttps://repository.nida.ac.th/handle/662723737/59

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Factors influencing consumer's purchase intention in e-commerce live streaming shopping--based on the social presence theory and tam
Xu, Chao; Li, Zhongwu (National Institute of Development Administration, 2022)
The development of information technology and the popularity of smart devices have gradually changed people's way of production, life, and thinking and promoted the constant replacement of social media. The model of live streaming should emerge in time. With its unique advantages in drainage ability, sociability, and sense of experience, the live streaming mode has attracted much attention. In increasingly increasing industries, a new development opportunity for online e-commerce has valued its powerful ability to monetize content. With the continuous upgrading of consumption mode, consumers pay more and more attention to the sense of experience in consumption, and the traditional online shopping mode of "graphics" has been increasingly unable to meet consumer demand. The "e-commerce + live broadcast" mode has received wide attention in this context. It perfectly integrates the "person-goods - field", and novel forms of commodity information presentation and communication have brought consumers more accurate visual and perceptual experiences. E-commerce live streaming has become an important way for consumers to shop and a new way to obtain information and carry out social activities. Therefore, it is of great practical significance to study consumers' purchase intention in live streaming shopping to develop e-commerce live streaming. This study collected 453 online data of consumers who use live streaming shopping, aiming to determine the main factors influencing consumers' willingness to use live streaming shopping. The relevant features of live streaming shopping are deconstructed into interactivity and vividness; combined with the technology acceptance model (TAM) and the introduction of psychological motivation (social presence), the purchase intention model of live streaming shopping consumers is constructed. The effective sample data were processed by SPSS 24.0 and AMOS 24.0. The research results show: perceived usefulness has the most significant impact on purchase intention, followed by social presence, interactivity, perceived ease of use, and vividness; Social presence had the most significant influence on perceived usefulness, followed by perceived ease of use, interactivity, and vividness. Interaction has the most significant impact on social presence and vividness. Psychological factors are essential in consumers' use of live streaming shopping. Integrating management and psychology expands the research channel of consumers' behavioral intention in live streaming shopping. In practice, the research results provide valuable guidance for live streaming merchants and anchors to formulate effective marketing strategies and suggest specific development for live streaming shopping platforms. Finally, this study's limitations and follow-up research prospects are also explained
A study of the perceived organization supports, organizational identification on work outcomes of Chinese teachers in Thailand-organization-based self-esteem as the moderating effect
Cui, Jianming; Sid Suntrayuth (National Institute of Development Administration, 2022)
As the relationship between China and Thailand grows more and more closely with each passing day, especially after the "One Belt, One Road" initiative, China and Thailand have increased their exchanges in terms of politics, economy, culture, education and so on. Recently, Chinese language teaching and promotion in Thailand have made great progress, and achieved remarkable results. Its achievements have also become the representative of promoting Chinese language education in the world, among which Chinese teachers play an important role. However, when Chinese teachers first arrive in foreign countries, they will face various difficulties in life and culture. The first is the satisfaction and performance. The satisfaction of Chinese instructors for the job is one of the important reasons that affect overseas teaching and work efficiency. Due to the lack of enough support from schools, leaders and colleagues, Chinese teachers have many problems, such as high turnover rate, low teaching quality and low work performance. Taking Chinese teachers working in Thailand as the research sample, this paper explored how Chinese teachers worked in Thai schools using questionnaire, and investigates Chinese teachers' contemporary circumstances and issues in Thailand using a literature research technique. In view of the situations we have observed, this study analyzes and discusses the factors influencing the overseas work achievements of Chinese teachers from the perspective of social exchange theory and self-regulation theory. This thesis consists of five sections which are respectively the introduction briefly states the research background as well as the current development of Chinese teacher in Thailand, the research problems and purposes as well as the value and significance of the research. The second part, with the help of existing literature, this thesis summarizes the current situation and characteristics of Chinese teacher. As well, the main factors that affect the satisfaction of overseas teaching include organizational support, supervisor support, colleague support and organizational-based esteem. Third, the results and data analysis part. Using SPSS and Amos software, it analyzed and summarized the data and information, tested the questionnaire’s truthfulness, and verified the hypothesis through correlation analysis, regression analysis and other statistical methods. The findings demonstrate that perceived organizational support has no significant impact on job happiness but has a considerable beneficial impact on work outcomes and job performance. On the effectiveness of work efforts, perceived supervisor support also has a big impact. It has a very good effect on both the job happiness and performance of Chinese teachers. The impact of perceived organization support on work results is moderated by organizational-based self-esteem. However, it did not play a moderating role in the impact of perceived colleague support on job satisfaction. We also examine the role that organizational self-esteem plays in reducing the impact of independent variables on dependent variables. Finally, according to the conclusion of the study, it provides the academic and practical implication for the next-step research.
The influence of organizational justice onknowledge-based employees' knowledge hiding behavior--based on theory of planned behavior and emotional exhaustion factor
Du, Yingjun; Sid Suntrayuth (National Institute of Development Administration, 2022)
This study explored the influence mechanism of organizational justice on knowledge hiding behavior of knowledge workers, and examined the relationship between organizational justice and knowledge hiding behavior, including knowledge hiding attitude, subjective norms, behavioral control, intention and emotional exhaustion. The research is mainly based on Social Exchange Theory (SET), Theory of Planned Behavior (TPB), Social Cognitive Theory (SCT) and Conservation of Resources Theory (COR). Survey data for this study was collected from 545 faculty members from 79 colleges and universities in Guangxi, China. The results indicate that organizational justice significantly influences knowledge hiding behavior through the theoretical framework of planned behavior and emotional exhaustion. In addition, emotional exhaustion and knowledge hiding attitudes, subjective norms, behavioral control, and intention play a mediating effect between organizational justice and knowledge hiding behavior. Although procedural and distributive justice did not significantly and negatively affect knowledge hiding behavior, they did affect knowledge hiding attitudes, subjective norms, behavioral control, intention and emotional exhaustion, and ultimately knowledge hiding behavior. This study deepens the theory of knowledge hiding and enriches and improves the theory of knowledge management. In particular, the mediating effect of emotional exhaustion was found in the relationship between organizational justice and knowledge-hiding behavior, thus extending the modeling framework of the theory of planned behavior. The knowledge hiding behavior of knowledge employees is not conducive to the smooth flow of knowledge within the organization, resulting in the waste of existing knowledge resources of the organization and affecting organizational performance and organizational creativity. This study suggests that managers should pay attention to enhancing the organizational justice climate, improving employees' sense of organizational justice, focusing on employees' emotional exhaustion problems, and reasonably selecting knowledge exchange targets, which provide useful practical references for organizations to prevent and reduce the occurrence of knowledge hiding among knowledge workers in advance.
Research on the impact of organizational innovation climate on employee's innovative work behavior
Xu, Ziqing; Sid Suntrayuth (National Institute of Development Administration, 2022)
Innovation is considered the key to organizations' competitive advantage, which has been shown to succeed in today's competitive work environment. Especially for high-tech enterprises, the living environment of enterprises has undergone significant changes. However, business management is not a simple matter of promoting knowledge workers to carry out sustainable and long-term innovative work behaviors. Compared with ordinary work behavior, innovative work behavior expresses new ideas to achieve innovation. In the antecedents of innovative behavior, the antecedents at different levels are not explored in depth. Therefore, to stimulate knowledge workers' innovation activities, this study is based on the stimulus-organism-response (SOR) model and constructs a three-level impact mechanism model of the external environment, psychological factors, and individual behavior. The main contents include the following parts: Firstly, Based on the research purposes and reviewing the relevant theoretical research, this research involves variable definition, extracting the main leading factors affecting the knowledge staff innovation behavior, analyzing the innovation orientation, and organization climate influence knowledge staff innovation behavior mechanism. This study thought influence R&D worker innovation behavior leading factors include three aspects: first， on behalf of the organization's overall objective environment properties, organization climate, can be regarded as a staff of the external environment stimulation; second, the strength of internal factor, including cognitive status reflects the psychological safety, and intrinsic motivation, which can be regarded as a psychological state of employees. Third, knowledge sharing as a kind of behavior can affect another behavior. This study argues that organization innovation climate has a direct impact on innovative work behavior, at the same time it can also be through psychological safety and intrinsic motivation as mediation variables indirectly influence knowledge sharing. Meanwhile, the R&D workers' knowledge sharing can directly impact innovative work behavior. Based on the effect mechanism, this paper puts forward 11 hypothesis relationships and set up the theoretical relationship model of this study. Second, through questionnaire survey collected data, the empirical test organizational innovation climate for R&D workers behavior influence relationship model. This study selected 446 valid samples from the R&D department of high-tech enterprises in Guangdong province in China through the judgmental sampling method. AMOS 23.0 and SPSS 25.0 was used to analyze the data and performed structural equation modeling (SEM) with the bootstrapping approach. The reliability and validity test, descriptive statistical analysis, show the sample data has good reliability and validity, and can carry out data analysis processing, the result showed that 11 hypotheses obtained data support, to be able to verify. Thirdly, Both the external environment (i.e., organizational innovation climate) and psychological factors (i.e., intrinsic motivation, psychological safety) have a significant positive impact on individual response (i.e., knowledge sharing, Innovative work behavior). Knowledge sharing has the greatest impact on innovative work behavior, meanwhile, psychological factors also have a great impact on innovative work behavior. Besides, psychological factors also mediate the relationship between the external environment and knowledge sharing. The findings indicated that high-tech enterprise should try their best to provide R&D employees with opportunities and platforms for knowledge sharing, and encourage more exchanges and sharing among employees. It must also formulate scientific innovation climate when implementing strategies and continue to shape a harmonious and equal organizational climate. Furthermore, high-tech enterprises should encourage employees to speak the truth, express different voices, and stimulate work enthusiasm to improve psychological safety and intrinsic motivation, enhancing employees’ innovative work behavior.
Factors influencing gig workers' satisfaction and commitment on the knowledge service providing platforms based on the self-determination theory : the case study in China
Yang, Liqian; Aweewan Panyagometh (National Institute of Development Administration, 2022)
With the development of technology, knowledge service providing platforms are growing quickly. There were 1,021 financial investments totaling up to 131.3 billion yuan in knowledge service providing platforms in the past seven years. The gig economy has also been widely discussed in the last decade. This research is based on the self-determination theory (SDT) with the aim to study how social capital, gig workers’ intrinsic motivation, and extrinsic motivation influence their work satisfaction and commitment, with this study focus on the gig workers who work in the top six knowledge service providing platforms in China. This study provided the contribution of literature on self-determination theory and the application of the gig economy in knowledge service providing platforms industries. The quantitative research method was applied in this research. Online questionnaires were distributed to the respondents to conduct the survey, and a total of 1049 valid respondents were received. The study compared two groups: the gig workers with full-time jobs and the gig workers without a full-time job. Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to analyze the data and generate the results. It was found that both groups of gig workers, those with full-time jobs and those without have the same direction in which self-determination and social capital are positively associated with intrinsic motivation. Both intrinsic and external motivation have a positive influence on gig workers’ satisfaction and commitment. Finally, the academic and practical contributions are discussed.
The causes and intervention of young teachers' job burnout in Chinese vocational colleges
Wang, Shaoxian; Li, Zhongwu (National Institute of Development Administration, 2023)
The phenomenon of occupational burnout is widely prevalent in contemporary society, particularly among occupational groups with high levels of repetitive work tasks, such as teachers. This is especially pronounced among young teachers in Chinese vocational colleges, where the issue of occupational burnout has become increasingly prominent, posing a threat to the sustainable development of vocational colleges.Therefore, identifying effective interventions to alleviate occupational burnout and mitigate its negative impacts has become increasingly significant. This study uses young teachers from vocational colleges in Guangxi as the empirical research subjects, employing quantitative analysis to explore the issue of occupational burnout. It combines theoretical research and practical investigation results to propose relevant intervention strategies for occupational burnout. The key findings of this study include: (1) Male teachers experience higher levels of occupational burnout than female teachers, and the incidence rate is highest among teachers aged 36-40. Teachers aged 20-25 have the highest self-efficacy, while the rate of burnout is most serious among lecturers. Teachers with over 15 years of teaching experience have the highest incidence of occupational burnout. (2) Occupational burnout is significantly negatively correlated with transactional psychological capital, interpersonal psychological capital, perceived behavioral control, cognitive social capital, occupational values, as well as self-efficacy. (3) Occupational values play a partial mediating role between transactional psychological capital and occupational burnout, while self-efficacy acts as a moderator in this relationship. Based on the research findings, this paper puts forward a series of intervention strategies for addressing occupational burnout among young teachers in vocational colleges. These strategies take into account the perspectives of teachers, society, as well as schools, with a particular emphasis on enhancing psychological adjustment abilities, improving psychological capital, and developing perceived behavioral control at the teacher level to prevent the occurrence of occupational burnout emotions. The significant contribution of this study lies in not only providing a comprehensive and in-depth theoretical framework that explains the phenomenon and causes of occupational burnout but also offering empirically supported, actionable intervention measures. These measures have important practical implications for alleviating occupational burnout in young teachers, maintaining the stability of the educational environment, as well as realizing the sustainable development of vocational colleges. Furthermore, the research findings also provide new evidence for the theoretical study of occupational burnout and lay the foundation for future research.
Research on the influence of information ecological imbalance on elderly user's use behavior of G2C E-Government
Zhang, Yingxue; Chen, Chih Hung (National Institute of Development Administration, 2022)
The theory of information ecology is a new subject which analyzes the imbalance in supply chain information management by combining the theory of supply chain management, and puts forward corresponding countermeasures from the perspective of information ecosystem balance. In fact, no matter how advanced the information technology is, the premise of its existence is to serve mankind. In society, there is a group of people that can't be ignored - the elderly. When advanced technology no longer serves the elderly, they are frequently labeled as "refugees on the Internet" and "islands of information". In the special time interval of the global COVID-19 epidemic, this situation is getting even worse. Then what is the reason? That's exactly the theme of this paper, including the impact of information ecological imbalance on the willingness of the elderly to learn information technology, and the impact on the use behavior of G2C elderly users.
The influence of reinforcement sensitivity on the extroverted dangerous behavior of Chinese college students--the mediating effect of self-control
Zhang, Juntao; Li, Zhongwu (National Institute of Development Administration, 2021)
As China's college enrollment expanding, the rapid increase in the number of college students, Chinese college students by outgoing dangerous behaviour has triggered a series of negative social phenomenon has caused widespread attention from all walks of life, Therefore, it is necessary to study the influencing factors of extroversion dangerous behavior and find effective prevention and intervention measures. Based on this, this study explores the influencing factors of extroversion dangerous behavior among Chinese college students, the relationship between the dimensions of enhanced sensitivity and self-control, and the influence of the dimensions of enhanced sensitivity and self-control on extroversion dangerous behavior. At the same time, the mediating effect of self-control dimensions on strengthening the relationship between sensitivity dimensions and outward-oriented dangerous behaviors was also studied. Based on the establishment of the scale of consideration. It is found that there is a significant positive correlation between impulsivity and violence in self-control. There was no significant positive correlation between impulsivity and indiscipline. There was a significant positive correlation between impulsivity and theft. There was a significant positive correlation between impulsivity and truancy. It is found that there is a significant positive correlation between reward sensitivity in reinforcement sensitivity and impulsivity in self-control, and a significant negative correlation between reward sensitivity in reinforcement sensitivity and restraint in self-control. There was a significant negative correlation between punishment sensitivity in reinforcement sensitivity and impulsivity in selfcontrol, and a significant positive correlation between punishment sensitivity in reinforcement sensitivity and restraint in self-control. In the verification of the mediating role of self-control dimensions in strengthening outward-facing dangerous behaviors of sensitivity dimensions, it is found that: The reward sensitivity in enhanced sensitivity affects violent behavior in extroverted dangerous behavior through impulsivity and restraint in self-control, The reward sensitivity in enhanced sensitivity can influence stealing behavior in extroverted dangerous behavior through impulsivity and restraint in self-control, and the reward sensitivity in enhanced sensitivity can influence indiscipline behavior in extroverted dangerous behavior through impulsivity and restraint in self-control. Punishment sensitivity in enhanced sensitivity affects violent behavior in extroverted dangerous behavior through impulsivity and restraint in self-control, The punishment sensitivity in enhanced sensitivity can influence stealing behavior in extroverted dangerous behavior through impulsivity and restraint in self-control, and the punishment sensitivity in enhanced sensitivity can influence indiscipline behavior in extroverted dangerous behavior through impulsivity and restraint in self-control. These findings provide useful references for Chinese university student management workers helping college students to establish sound personality and successfully complete their studies.

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