DSpace Community: ปริญญาโท
http://dspace.bu.ac.th/jspui/handle/123456789/156
ปริญญาโท2024-03-29T10:36:59ZThe impacts of attitude, subjective norm, and perceived behavioral control towards green purchase intention of new energy vehicles in Beijing, China
http://dspace.bu.ac.th/jspui/handle/123456789/5658
Title: The impacts of attitude, subjective norm, and perceived behavioral control towards green purchase intention of new energy vehicles in Beijing, China
Authors: Sun Yusha
Abstract: The aim of this research study was to investigate the impacts of attitude, subjective norm, and perceived behavioral control towards green purchase intention of new energy vehicles in Beijing, China. The population of this study were people living in Beijing, China, and purchased new energy vehicles. The research questionnaires were spread out to the 400 consumers from selected three companies (Build Your Dream, Tesla, and Wuling) by using convenience sampling method. Data analysis was analyzed using descriptive statistics (frequency, percentage, mean, and standard deviation) and multiple linear regression analysis.
These three hypotheses are supported by the findings, suggesting a positive correlation between the independent variables (attitude, subjective norm, and perceived behavioral control) and dependent variable (green purchase intention) at the statistical significant level of 0.05.
Description: Independent Study (MBA)--Graduate School, Bangkok University, 20232023-01-01T00:00:00ZTHE IMPACT OF PERCEIVED BRAND EQUITY, BRAND PERSONALITY, AND SOCIAL INFLUENCE FACTORS TOWARDS PURCHASE INTENTION IN THE VIDEO STREAMING SERVICE OF GLOBAL BRANDS IN VIETNAM
http://dspace.bu.ac.th/jspui/handle/123456789/5655
Title: THE IMPACT OF PERCEIVED BRAND EQUITY, BRAND PERSONALITY, AND SOCIAL INFLUENCE FACTORS TOWARDS PURCHASE INTENTION IN THE VIDEO STREAMING SERVICE OF GLOBAL BRANDS IN VIETNAM
Authors: Hong Thu Phuong
Abstract: This study investigated the impact of Perceived Brand Equity, Brand Personality, and Social Influence on Purchase Intention toward global brand video streaming services. The population was Vietnamese people who purchased or used video streaming services. The research conducted a quantitative analysis and collected 400 samples via online questionnaires. The survey used question types such as closed-ended, multiple-choice, and 5-point Likert scale questions. The statistics used were frequency, percentage, mean, standard deviation, and multiple regression. The results showed that Brand Personality and Social Influence significantly influenced Purchase Intention at the statistically significant level of 0.05. However, Perceived Brand Equity insignificantly influenced Purchase Intention towards video streaming services of global brands in Vietnam at the statistically significant level of 0.05.
Description: Independent Study (M.B.A)-Graduate School, Bangkok University, 20232023-01-01T00:00:00ZEvaluating the effect of rewards on the level of participation in communities of practice at UNDP
http://dspace.bu.ac.th/jspui/handle/123456789/5651
Title: Evaluating the effect of rewards on the level of participation in communities of practice at UNDP
Authors: Walter, Christian Thomas
Abstract: The purpose of this research is to investigate the effects of rewards on the participation and how rewards affect the networking behavior in communities of practice (CoP) in a working environment, in order to explore if rewards can help to foster the growth of CoPs. Four communities of practice, of which one was administered rewards to, were compared from November 2010 to January 2012. The timeframe consisted of a five month reward period. At the end of the period rewards were given to the members contributing most to the community. A comparative analysis was performed as well as a social network analysis for the community rewards were given to. The result showed that the rewards had no significant effect on the participation in the community, neither in contributing more content nor in the networking behavior of the members. The study empirically verified that rewards do not necessarily have to have an effect on communities of practice and demonstrates that when providing rewards, the choice of the reward has to be appropriate and valuable to the community, and the rewards have to be made visible enough for the community to respond.
Description: Thesis (M.B.A.)--Graduate School, Bangkok University, 20122012-01-01T00:00:00ZAttitude towards Facebook advertising
http://dspace.bu.ac.th/jspui/handle/123456789/5648
Title: Attitude towards Facebook advertising
Authors: Lukka, Ville
Abstract: The purpose of this thesis was to provide insight on attitudes towards Facebook advertising. In order to figure out the attitudes towards Facebook advertising, a snowball survey was executed among Facebook users by spreading a link to the survey which was further forwarded by the participants themselves. This study was a quantitative study but the results of the study were interpreted in qualitative way. This thesis was executed with the help of factor analysis and cluster analysis, after which Chi-square test was used. This research expected that the results of the survey would lead in to two different groups with negative and positive attitudes. Factor analysis was executed to find relations between variables generated by the survey data. The factor analysis resulted in 12 factors that were put in a cluster analysis to find different kinds of groups. Surprisingly the cluster analysis enabled the finding of three groups with different interests and different attitudes towards Facebook advertising. These clusters were then analyzed and compared. One group was clearly negative, tending to block and avoid advertisements. Second group was with more neutral attitude towards advertising, and more carefree internet using. They did not have advertising blocking software in use and they liked to participate in activities more often. The third group had positive attitude towards advertising in Facebook and they seemed to enjoy advertising in facebook to some extent. The results of this study can be used as guidelines for companies that wish to further improve their Facebook advertising. This thesis is also a reminder about the complexity of people and their attitudes.
Description: Thesis (M.B.A.)--Graduate School, Bangkok University, 20132013-01-01T00:00:00Z