Journal of Modern Management Science

Information Sources Usage for Restaurant Selection by Generation Y and Generation X Consumers

Panratchanee Taboonsom, Patchara Tantiprabha, Piyaphan Klunklin — Fri, 21 Jun 2024 00:00:00 +0700

Choosing the right information source to communicate with consumers is crucial for business success, especially restaurant business with high competition. The purpose of this research was to study information sources usage to select restaurant by generation Y (those who were born between 1977-1994) and generation X (those who were born between 1965-1976) consumers and to compare the difference in information source usage of both groups. An online questionnaire survey was conduct with 234 gen Y and 166 gen X. The study main information sources consisted of personal source, commercial source, public source, and experiential source, including a list of 44 specific sub-information sources of the 4 main sources. In addition, this research also studied how consumers respond to information given in these sources by using AIDA models. The study reveals that experiential source (self-trials) is the source both generations use the most, followed by the personal source. Gen Y tend to use personal source from close friends/ colleagues, while gen X use personal source from family members/ relatives. Chi-square analyses to compare numbers of gen Y and of gen X consumers who used each sub-information source indicate significant difference of gen Y and gen X users in most of the sub-information sources, excluding restaurant brochures, YouTube ads, magazines YouTube Momtanutdag, and self-trial. Gen Y consumers use online public and commercial information sources more than gen X consumers do, while gen X consumers use offline information sources more than gen Y consumers do. Restaurant owners will get benefit from results of this study in choosing the relevant specific information sources to communicate with each target group.

Exploring the Impact of COVID-19 on Domestic Tourism Desire: A Study of Tourists in Bangkok

Surakiat Tadawattanawit — Fri, 21 Jun 2024 00:00:00 +0700

This study is based on survey research that aimed to investigate the general impact of the COVID-19 outbreak after its outbreak on hygiene and safety, attitudes, and preferences, perceived behavioral control, and desire to domestic travel of tourists in Bangkok followed by the study on factors influencing desire to domestic travel of tourists in Bangkok. The study sample consisted of 400 tourists in Bangkok, who were drawn by random cluster sampling based on their area of residence in Bangkok. hen a simple random sampling technique was used to obtain the required number of samples. The research tool was a questionnaire to analyze the data using frequency, percentage, mean, standard deviation, and multiple regression analysis.

The results showed that tourists in Bangkok were generally affected by the novel coronavirus infection outbreak in 2019. Following the outbreak of COVID-19, tourist attitudes and preferences toward travel center on hygiene and safety. The perceived behavioral control and desire to domestic travel were rated at a high level. Hygiene factors influenced desire to domestic travel among Bangkok tourists and safety (β3 = 0.631, t = 10.311, p<.01) and the perceived behavioral control factor (β4 = 0.229, t = 4.456, p<.01), while the general impact factor and attitudes and preferences had no influence on desire to domestic travel among tourists in Bangkok (β1 = -0.032, t = -0.894, p>.05) (β2 = 0.068, t = 1.029, p>.05), respectively.

Factors Affecting to Goods Purchasing Decision Via Facebook Live of People in Chiang Mai

kusuma seedapeng — Fri, 21 Jun 2024 00:00:00 +0700

The objectives of this research are: 1) to investigate the attitudes towards online marketing and the quality of information systems among online consumers in Chiang Mai province, 2) to evaluate the purchasing decisions of online consumers in Chiang Mai province through Facebook Live, and 3) to study the factors that influence the purchasing decisions of online consumers in Chiang Mai province through Facebook Live. The researcher collected data from 400 consumers who had purchased products via Facebook Live and lived in Chiang Mai. Descriptive statistics were used to present percentages and means. In addition, inferential statistics were employed to draw factor analysis and multiple linear regression analysis. The study found that the level of opinion towards marketing through social media and the quality of information systems of online consumers in Chiang Mai province is high. ( 3.53, S.D. = 0.98). Secondly, the level of purchasing decision-making through Facebook Live streaming has a high level of opinion. ( 3.66, S.D. = 0.75). Finally, factors affecting online consumers' purchasing decisions via the Facebook Live broadcasting channel were statistically significant at a .05 level, including service quality, popularity, word of mouth, and data quality, which can be predicted at 68.90%. This research has helped to enhance the understanding of the factors affecting purchasing decisions through Facebook Live streaming among online consumers. These findings can also be used as guidelines for developing communication strategies using Facebook Live streaming for businesses that better meet the needs of consumers and align with their preferences.

Effects of Modern Accounting Leadership on Job Efficiency of Accounting Executive in Real Estate Business in Thailand

Lalita Pimta, Boonchaung Srithonrach — Fri, 21 Jun 2024 00:00:00 +0700

This study was aimed to examine the impact of modern accounting leadership on job efficiency of the accounting executive in real estate business in Thailand. The research instrument was questionnaire by collecting the data from the real estate business of the accounting executives in Thailand. The participants were 145 accounting executives around Thailand in this study. The statistics was analyzed into multiple correlation analysis and multiple regression analysis. The results revealed that the modern accounting leadership included 1) fairness, 2) vision and learning new things, and 3) decision making with a positive impact on overall performance. The results of the study also provided the guidance on how to develop modern accounting leadership in various fields so that the work of professional accountants could continue to be effective.

Importance and Performance Analysis of ICT Service Qualities Using Revised IPA Approach: A Case Study of Faculty of Engineering, Mahidol University During The COVID-19 Pandemic

Maliwan Phuttara — Fri, 21 Jun 2024 00:00:00 +0700

During the Coronavirus disease (COVID-19) pandemic, most organizations need to adapt their ICT services to accommodate such abnormal situation. Therefore, understanding the importance and performance of ICT service quality from the perspective of users is very crucial for organizations to improve service quality in accordance with the needs of users. The purpose of this research is to analyze the importance and performance of the ICT service quality during COVID-19 pandemic based on the “SERVQUAL Model” framework. This study conducts survey research using purposive sampling from 133 employees (lecturer, support staff) of Faculty of Engineering, Mahidol university as a case study. Data gathered from questionnaires survey analyzed the importance and performance of ICT service quality using “Revised Importance-Performance Analysis” (Revised IPA) approach. The research results can be summarized as follows. Fifteen characteristics of ICT service quality are identified based on "SERVQUAL Model". The top three most important service quality from customers’ point of view are "quick service response", "service politeness”, and “service willingness”, respectively. Revised IPA technique is deployed to divide the service characteristics into four groups. The first group, “Keep up the good work”, consists of six service characteristics including (1) knowledge and skills to solve problems, (2) quick service response, (3) service willingness, (4) convenience in requesting service, (5) trust in service, and (6) service politeness. The second group, “Concentrate Here”, has only one service characteristic which is “availability and quality of basic hardware”. The third group, "Low Priority", includes four service characteristics as (1) availability and quality of basic software, (2) simplify service requests, (3) clear service request procedure, and (4) helpdesk system efficiency. Finally, the fourth group, “Possible Overkill” consists of four service characteristics including (1) service accuracy, (2) on-time service, (3) service flexibility, and (4) service attentiveness. The findings from this research can be used to improve the ICT service quality during COVID-19 pandemic of the case study organization.