http://dspace.bu.ac.th/jspui/handle/123456789/212 การศึกษาค้นคว้าอิสระ Mon, 06 Apr 2026 06:10:10 GMT 2026-04-06T06:10:10Z http://dspace.bu.ac.th/jspui/handle/123456789/5488 Title: Media Image Building of E-Sports Stars Authors: Yawen Luo Abstract: Due to the development of e-sports industry, large-scale e-sports events expand rapidly and gradually standardized. With the establishment of more and more e-sports clubs, many e-sports stars mainly e-sports players have been cultivated. As a result, the e-sports industry may be getting more and more media attention, which means that e-sports stars are also becoming the focus of media attention. In this study, a total of 2899 valid reports of "Big E-Sports Focus "and "Reliable E-Sports" on two Weibo channels from December 27, 2020 to April 1, 2021 will be studied. Search the reports by category. Content Analysis is adopted to analyze which types of reports have the largest number and which types of reports are the most popular among audiences. .Meanwhile, 10 reports of "traditional sports stars" and "e-sports stars" published by CCTV.com were analyzed. Find out if they are viewed positively by the audience. At the same time, the research method of questionnaire was also carried out. A total of 144 valid questionnaires were obtained. The above research methods are aimed at studying whether the current media image of e-sports stars in the public mind is healthy and whether the public has expectations for the e-sports industry. And compare their media image with that of "traditional sports stars". In order to learn from the experience of "traditional sports stars" in constructing media images. On this basis, some reasonable suggestions are put forward to construct e-sports star health media image. Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2021 Sun, 01 Jan 2023 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5488 2023-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5445 Title: A Case Study of Perceived Easy of use, Perceived Risk and Performance Expectancy Factor Towards Acceptance of Alipay By Merchants In Thailand Authors: Chen Xinyang Abstract: The purpose of this study is to investigate and study the acceptance of Alipay, as a Chinese mobile payment software by local Thai merchants, and the main factors that affect the acceptance, and how these factors affect the acceptance of local merchants. this research will use the quantitative research method and collect merchants opinions on Alipay in the form of questionnaires to study the merchant’ s acceptance of Alipay. This research aims at the factors that affect the acceptance of Alipay, that is, the relationship between the independent variables and the dependent variables. After using a questionnaire to investigate 400 merchants, the results show that performance expectancy has the greatest positive impact on merchants' acceptance of Alipay, followed by ease of use. Perceived risk has no significant impact. According to the data results, opinions are put forward on the development of Alipay after Thailand. Ease of use and efficiency are the topics that Alipay needs to focus on. At the same time, although merchants are not very sensitive to security, as an external payment software, security also needs to be an important consideration. Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2021 Sun, 01 Jan 2023 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5445 2023-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5442 Title: A Reflection of Motivations and Lifestyles via TikTok (Douyin) and Instagram Story: A Content Analysis and Comparative Study of Thai and Chinese Gen Z Users Authors: Ying Xian Abstract: This research aims to explore the motivations and examine the lifestyles that reflected from short videos. The target population of the research is 400 most liked TikTok (Douyin) videos and 400 most latest Instagram Stories. The total 800 videos was selected from 100 Thai and 100 Chinese Gen Z who were born between 1996 and 2005. This research used quantitative content analysis, and storytelling elements including visuals, sound, character, scenes, and plot to deal with short videos, so as to investigate the hot and high frequency content types, and the Gen Z’s motivations and lifestyles. The findings show that the 100 Chinese Gen Z cared more about own face, aimed to show pretty image by makeup and filter on Douyin and Instagram Story, while the 100 Thai Gen less cared about makeup and editing short videos, mainly shared real image and true life. Description: Thesis (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2020 Sat, 01 Jan 2022 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5442 2022-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5428 Title: Factors Positively Affecting Purchase Intention of Luxury Cosmetic Brands’ Consumers in Bangkok Authors: Pornnacha Sahachaisere Abstract: This research objective was to examine and understand the personal value, social value, functional value, perceived quality, individual value, visual package design, and verbal package design positively affecting the customers’ purchase intention of luxury cosmetic brands in Pathum Wan District, Klongtoey District, and Klongsan District in Bangkok, Thailand. The research used a survey method with sociodemographic profiles. The methodology was based on the quantitative approach and the data collection was random with 245 respondents. Multiple Regression Analysis (MRA) was utilized to determine the conceptual model that positively affects the customers’ purchase intention of luxury cosmetic brands. The results showed three predictors with regression coefficient were social value of 0.507, the individual taste of 0.336, and functional value of 0.255 positively affecting the consumers’ purchase intention up to 59.5% at the significance level of .01. Nevertheless, the other four factors had no positive effect on the customers’ purchase intention which were personal value, perceived quality, visual package design, and verbal package design. Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2022 Sun, 01 Jan 2023 00:00:00 GMT http://dspace.bu.ac.th/jspui/handle/123456789/5428 2023-01-01T00:00:00Z