http://dspace.bu.ac.th:80/jspui The DSpace digital repository system captures, stores, indexes, preserves, and distributes digital research material. 2026-04-13T00:41:49Z http://dspace.bu.ac.th/jspui/handle/123456789/5973 Title: A Study of Behavioral Intention to use Online Learning Platform Authors: Muthita Kulsilarat Abstract: This study aimed to identify the factors that influenced learners' behavioral intention (BI) to use online learning platforms. The theoretical foundation was the Modified Conceptual Frameworks Technology Acceptance Model (TAM), which was extended by incorporating related sub-variables for each category to comprehensively describe actual behavioral intention to use online learning platforms. The framework also integrated cognitive theories, including the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB),to understand human actions and decision-making in this context. A quantitative methodology was employed, utilizing an online questionnaire to collect data from 229 respondents (N=229). The sample focused on individuals residing in the Bangkok Metropolitan Region who had direct learning experience and were currently using online learning platforms. Demographically, the respondent pool consisted of 49.8% females and 48.0% males. The majority were aged 18 to 30 years old (56.8%), held an undergraduate degree (74.7%), and were full-time employed (79%). Most participants reported an expert level (6–12 months) of experience using online learning platforms (44.1%). Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2025 2025-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5972 Title: The impact of open innovation, knowledge field activity, and knowledge transfer Factors towards innovation performance Authors: Li Hailun Abstract: This study examines the influence of open innovation, knowledge field activity, and knowledge transfer on innovation performance in Chinese organizations. A quantitative survey was conducted using data collected from 306 firms across multiple industries, and the data were analyzed using descriptive statistics, reliability analysis, and multiple regression analysis. The results indicate that open innovation, including open innovation breadth and open innovation depth, has a positive influence on innovation performance (Accept Hypothesis). Knowledge field activity, particularly team cohesion, also has a positive influence on innovation performance (Accept Hypothesis). In addition, knowledge transfer, including knowledge acquisition and knowledge integration, has a positive influence on innovation performance (Accept Hypothesis). Overall, the findings suggest that organizations should strengthen knowledge transfer mechanisms, foster a supportive knowledge-sharing environment, and maintain diversified external partnerships to enhance innovation performance. Description: Independent Study (M.B.A.)--Graduate School, Bangkok University, 2025 2025-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5971 Title: The advertising presentation elements that contribute to the popularity of Thai advertisements in China and Chinese audiences' perceptions Authors: Chenchen Liu Abstract: With the growing cross-cultural flow of media, Thai advertisements have gained notable popularity among Chinese audiences. This study explores the presentation elements behind this appeal and how Chinese audiences' perceptions and usage intentions with Thai-style advertising. Using a qualitative approach, it combines textual analysis of ten most viewed advertisements Produced by Thai producers on Weibo and mini focus group discussions with ten Chinese participants aged 25–53. Five key elements emerged: (1) Cultural proximity – shared Asian values and emotions enhance resonance; (2) Emotional appeals – narratives of love, sacrifice, and growth foster empathy; (3) Humor – distinctive, exaggerated humor increases entertainment and memorability; (4) Cinematic storytelling – film-like quality and structure create immersion; (5) Celebrity endorsement – regional celebrities or popular figures enhances attention, though secondary appeal. In terms of audience perception and usage intention, Chinese viewers tend to engage with Thai advertisements not primarily for direct product information, but for entertainment, emotional connection, and cultural exploration. However, low brand visibility and forced localization (e.g., awkward translations) can undermine authenticity. This study shows that emotionally driven narratives can transcend borders more effectively than direct translation advertisements. Limitations include the small sample size, focus on urban young adults, and lack of quantitative data. Future research should broaden demographics and integrate mixed methods to assess impact on brand perception and consumer behavior. Description: Independent Study (M.Com.Arts)--Graduate School, Bangkok University, 2025 2025-01-01T00:00:00Z http://dspace.bu.ac.th/jspui/handle/123456789/5970 Title: The Impact of Sources Credibility on Chinese Audience’s Self-Esteem and Social Media Uses on Ted Talks -- A Case Study of Kai-Fu Lee's "How AI Can Save Our Humanity" Authors: Yi Xue Abstract: This study investigated the influence of source credibility of TED Talk speakers on the self-esteem and social media uses of Chinese audiences. Utilizing a quantitative research approach, the study examined the perceptions of 203 participants within the age group of 16-30 years old Chinese audiences who are regular viewers of TED Talks, particularly analyzing the case of Kai-Fu Lee's presentation on "How AI Can Save Our Humanity." The sample was selected using purposive sampling and convenience sampling. The mean and standard deviation were tabulated and the hypotheses were tested using Stepwise Regression with the statistical significance of 0.05. Findings are as follows: The findings revealed that source credibility did not significantly affect self-esteem, but their self-esteem was a significant negative predictor of social media use for integration and emotional connection, as well as integration into social routines. The findings suggested that individuals with higher self-esteem tend to use social media, including TED Talks, significantly lesser than individuals with lower self-esteem. Secondly, the result found that self-esteem is a significant predictor of social media use among Chinese TED Talk viewers. The implications of this research are manifold, offering insights for TED Talk producers to better tailor their content for diverse demographic groups and for social media platforms to enhance viewer engagement. Additionally, the study suggested that individuals with higher self-esteem may not rely as heavily on social media for social validation, whereas those with lower self-esteem may seek more external affirmation through social media platforms. The research contributes to the body of knowledge by highlighting the complex relationship between media source credibility, self-esteem, and audience‘s social media uses, particularly within the context of TED Talks viewed by Chinese audiences. Description: Independent Study(M.Com.Arts)Graduate School, Bangkok University, 2024 2025-01-01T00:00:00Z