http://dspace.bu.ac.th/jspui/handle/123456789/307 การศึกษาค้นคว้าอิสระ 2026-08-19T15:24:50Z http://dspace.bu.ac.th/jspui/handle/123456789/5970 Title: The Impact of Brand Awareness, Consumer Lifestyle, and Service Quality Factors towards Consumer Buying Behavior: A Case Study of the Hospitality Industry in Bangkok. Authors: Donnaya Lueangthong Abstract: This research aims to explore the impact of Brand Awareness, Consumer Lifestyle, and Service Quality on consumer buying behavior within the hospitality industry in Bangkok. The study investigates how these three independent variables influence consumer decisions, loyalty, and purchasing patterns. The sub-variables under Brand Awareness include recognition, recall, and perceived brand image. For Consumer Lifestyle, factors such as growth, quality, and innovation were examined in relation to consumer preferences and buying decisions. Service Quality was analyzed through aspects like buying patterns, customer service, and public perception. A quantitative research approach was used, with data collected from 328 respondents residing in Bangkok via a structured questionnaire distributed through online platforms. The study employed descriptive and inferential statistical methods to analyze the collected data. The findings indicate that all three independent variables - Brand Awareness, Consumer Lifestyle, and Service Quality - significantly affect consumer buying behavior. The results highlight the importance of these factors in shaping consumer loyalty, repurchase intentions, and the overall purchasing experience in the hospitality sector. This study provides valuable insights for businesses aiming to enhance their marketing strategies and improve customer satisfaction in the competitive hospitality industry in Bangkok. 2024-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5967 Title: Narrative Storytelling In Chinese And Vietnamese Idol Survival Program: The Comparison Between Produce Camp 2021 (CHUANG 2021) And Vote For Five Authors: LE HO MY UYEN Abstract: This study investigates the narrative storytelling elements in Chinese and Vietnamese idol survival shows through a comparative analysis of CHUANG 2021 from China and Vote For Five from Vietnam. Using Meir Sternberg's narrative dynamics and Saussure’s Semiotics Theory, the research examines how storytelling is constructed through semiotic and narrative techniques in each program. A qualitative content analysis was conducted, focusing on key components such as visual elements, contestant interactions, performance settings, and linguistic diversity. Saussure’s Semiotics Theory provides a lens to analyze the use of semiotic elements, such as costumes, set designs, and visual consistency, in shaping audience perceptions. In CHUANG 2021, a high level of visual cohesion is evident across performances and behind-the-scenes footage, with contestants’ dormitory life and multilingual conversations adding depth to their portrayals. In contrast, Vote For Five demonstrates less visual consistency, with performance costumes and set designs varying significantly across episodes. Moreover, contestant interactions and behind-the-scenes content are minimally featured, focusing more on the performances themselves. Meir Sternberg’s concept of narrative dynamics—prospection-suspense, retrospection-curiosity, and re-cognition-surprise—reveals differing approaches to storytelling. In CHUANG 2021, these narrative values are systematically embedded across the show’s semiotic and narrative elements, creating a cohesive and engaging story arc. Conversely, Vote For Five applies these dynamics inconsistently, leading to less structured storytelling. This research highlights how cultural and production contexts influence the narrative strategies of idol survival shows. The findings provide insights into how storytelling techniques can enhance audience engagement, offering recommendations for producers to refine their approaches in emerging markets like Vietnam, where the idol industry is still developing. Description: Independent Study (M.Com.Arts)-Graduate School, Bangkok University, 2023 2025-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5966 Title: Effects of facebook interactions on familial relationship and tie-strength: a case of american family communication Authors: Hunter Harvey Abstract: This study seeks to determine if Americans parents and adult children’s Facebook interactions positively influence the familial relationship, and if such interactions increase or help maintain their tie-strengths. An online survey was conducted with 150 American samples living inside and outside the U.S. The data analyses yield that a majority had an equal distribution of the role in the communication (sender/receiver), had a shallow degree of interaction, used semi-formal speech, and had balanced interactions, indicating similar effort is put in by both parties. Unexpectedly, the samples are not using Facebook to communicate with their family members as much as anticipated. Only the degree of interaction had significant effect on both the familial relationship and the tie-strength, the balance of the interaction was only significant to tie-strength, while role and tone of interaction had no insignificant impact on both familial relationship and tie strength. Future research should focus on other rising digital platforms, communication practices of more specific types of families and how a family's culture and morals influence how they communicate. Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2023 2025-02-27T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5965 Title: The Impact of Marketing Mix, Consumer Culture, and Perceived Value Towards Consumers’ Purchasing Decision of Durian from Thailand Authors: Zijian Shang Abstract: This study aimed to explore the influence of marketing mix, consumer culture, and perceived value on the purchasing decisions of Chinese consumers regarding Thai durian. The three independent variables of this study were marketing mix, consumer culture, and perceived value. The sub-variables of marketing mix factors included product, price, place, and promotion. A total of 402 individuals were carefully selected from the vast Chinese population to form the sample via convenience sampling method. The data collection process was efficiently carried out through an online questionnaire on the platform wjx.cn. For a comprehensive statistical analysis, various methods were utilized. Frequency and percentage calculations were done to understand the distribution of responses. Mean and standard deviation computations were performed to measure the central tendency and variability of the data. Additionally, multiple regression analysis was employed to determine the relationships between the independent variables (marketing mix, consumer culture, and perceived value) and the dependent variable (consumers’ purchasing decision). The results revealed that, at the 0.05 statistical significance level, the marketing mix, consumer culture, and perceived value all had a significant influence on consumers’ purchasing decision of Thai durian, thus highlighting their crucial roles in this particular consumer behavior context. Description: Independent Study(MBA)--Graduate School, Bangkok University, 2024 2025-01-01T00:00:00Z