DSpace Community: ปริญญาตรีปริญญาตรีhttp://dspace.bu.ac.th/jspui/handle/123456789/1462024-03-29T07:39:52Z2024-03-29T07:39:52ZMedia Image Building of E-Sports StarsYawen Luohttp://dspace.bu.ac.th/jspui/handle/123456789/54882023-07-27T02:47:21Z2023-01-01T00:00:00ZTitle: 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, 20212023-01-01T00:00:00ZA Case Study of Perceived Easy of use, Perceived Risk and Performance Expectancy Factor Towards Acceptance of Alipay By Merchants In ThailandChen Xinyanghttp://dspace.bu.ac.th/jspui/handle/123456789/54452023-06-27T04:21:04Z2023-01-01T00:00:00ZTitle: 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, 20212023-01-01T00:00:00ZA Reflection of Motivations and Lifestyles via TikTok (Douyin) and Instagram Story: A Content Analysis and Comparative Study of Thai and Chinese Gen Z UsersYing Xianhttp://dspace.bu.ac.th/jspui/handle/123456789/54422023-06-24T09:37:58Z2022-01-01T00:00:00ZTitle: 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, 20202022-01-01T00:00:00ZFactors Positively Affecting Purchase Intention of Luxury Cosmetic Brands’ Consumers in BangkokPornnacha Sahachaiserehttp://dspace.bu.ac.th/jspui/handle/123456789/54282023-06-02T04:12:33Z2023-01-01T00:00:00ZTitle: 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, 20222023-01-01T00:00:00Z