Journal of Public Relations and Advertising

A Causal Model of Factors Affecting Instructional Communication Effectiveness of Instructors of Different Generations in Thai Higher Education Institutions

Teerawan Opasbut, Patchanee Cheyjunya — Fri, 28 Jun 2024 00:00:00 +0700

The objectives of this research were to 1) develop causal models of factors affecting instructional communication effectiveness of instructors of different generations in Thai higher education institutions, and 2) examine the congruence of the constructed model with the empirical data. This research is a quantitative method research, by collecting data from a sample of 195 students aged over 20 years old, who had learning experiences with instructors from the three different generations for at least one academic year. The instructors were required to have at least 10 years of teaching experience. The quantitative research findings reveal that all constructed causal models affecting instructional communication effectiveness of instructors of different generations in Thai higher education institutions are congruent with the empirical data at a statistical significance level of 0.05, 0.01, and 0.001. Considering the congruence indices, the causal model of Gen B Gen X Gen Y and instructors of all generations. All models have 8 out of 11 indices pass the determined criteria, with the following findings: 1) The model of Gen B instructors: Perceived communication competence has a direct positive effect on communication satisfaction, communication satisfaction has a direct positive effect on response to communication and perceived communication problems have a direct positive effect on communication satisfaction. 2) The model of Gen X instructors: Perceived communication competence has a direct positive effect on communication satisfaction and perceived communication competence has a direct positive effect on response to communication. 3) The model of Gen Y instructors: Perceived communication competence has a direct positive effect on communication satisfaction and communication satisfaction has a direct positive effect on response to communication and 4) The model of instructors of all generations: Perceived communication competence has a direct positive effect on communication satisfaction and communication satisfaction has a direct positive effect on response to communication. Overall, the variable of perceived communication competence has the highest total effect on communication satisfaction in all models.

Motivation Media Exposure and Male Consumer Behavior in Purchasing Lucky Accessories.

Sasicha Tiewluk, Suthiluck Vungsuntitum — Fri, 28 Jun 2024 00:00:00 +0700

The objectives of this research were to study: 1) motivation, media exposure, and male consumer behavior in purchasing lucky accessories; 2) influence of motivation, media exposure, and attitude of consumer behavior on lucky accessories; and 3) clarify the relationship between media exposure motivation and male consumers' purchasing of lucky accessories. This research is a survey using an online questionnaire. By using the data collection method from a sample group of consumers who are male, aged between 18 - 60 years old, residing in Bangkok and its vicinity, and 400 people who used to consume lucky accessories to enhance luck in the past year, the study found that motivation and media exposure were related to the male consumer behavior of lucky accessories. The correlation coefficients were high and moderate, respectively. Motivation, media exposure, and attitudes — all three variables had a statistically significant influence on male consumer behavior toward lucky accessories. And the sample group's male consumers were able to explain, in cooperation, the wide range of factors influencing the consumer behavior of luck accessories by the regression coefficient of the variable.

The Causal Factors Affecting The Acceptance of Thaichana Application

Saranthorn Sasithanakornkjaew, Waranthorn Pinitchan — Fri, 28 Jun 2024 00:00:00 +0700

The objectives of this research were 1) to study Perceived usefulness, Perceived Ease of use, Compatibility, Social Influence, Perceived Security, Perceived Privacy, Perceived Trust, intention to use and usage behavior of Thaichana application user in Thailand and 2) to develop and validate the consistency of a structural equation model of causal factors affecting the acceptance of Thaichana application with empirical data. This research was a quantitative research employing the survey method. The sample group for this study is 320 participants aged 18 and up who use the Thaichana application. Data was collected via a questionnaire. Data were analyzed with the structural equation modeling (SEM). The research findings revealed that the structural model of causal factors affecting the adoption of the Thaichana application is congruent with empirical data, as the model's consistency index fits the following criteria: 1) Relative Chi-squared is 1.775. 2) Comparative Fit Index (CFI) = 0.970. 3) Normal Fit Index (NFI) = 0.935. 4) Non-Normalized Fit Index (NNFI): 0.965. 5) Incremental Fit Index (IFI) = 0.971. 6) The relative fit index (RFI) is 0.923. 7) Root Mean Square Error of Approximation (RMSEA) is 0.049. The variable of intention to use the Thaichana application has a positive direct influence on the behavior of using the Thaichana application. With the highest effect value of 0.795, Compatibility, Social Influence and Perceived Trust have a positive direct influence on intention to use with influence values of 0.375, 0.182, and 0.421, respectively.

User Interface Design for Mobile Application and Consumers’ Feelings and Experiences

Suthathip Meesuwan, Saravudh Anantachart — Fri, 28 Jun 2024 00:00:00 +0700

This survey research aims to investigate: 1) user interface designs for mobile applications, consumers’ feelings (that is, emotion, attitude toward the app, attitude towards the brand, and trust) and consumers’ experiences (that is, satisfaction, purchase frequency, and m-loyalty), and 2) the influences of user interface designs for mobile applications on consumers’ feelings and experiences. Online questionnaires were distributed to a total of 567 respondents: 1) 325 consumers aged between 20 and 39 years old, who have downloaded the mobile application of UNIQLO and made at least one purchase within the past two months, and 2) 242 consumers aged between 20 and 39 years old, who have downloaded the mobile application of H&M and made at least one purchase within the past two months. The results show significant differences between user interface designs for mobile applications, consumers’ feelings, and consumers’ experiences of UNIQLO and those of H&M. Specifically, for the UNIQLO brand, design aesthetics for the user interface of mobile applications and perceived usefulness have the highest influences on consumers’ feelings and consumers’ experiences. Meanwhile, for the mobile application of H&M, user interface design in the dimension of perceived enjoyment has the highest influence on consumers’ feelings and consumers’ experiences.

Music Artist Brand Equity, Product Brand Equity and Consumer Behavior

Nattawich Anunchaithanakhul, Saravudh Anantachart — Fri, 28 Jun 2024 00:00:00 +0700

This survey study is aimed to investigate: 1) music artist brand equity, product brand equity and consumer behavior (that is, perceived brand image, attitudes toward the brand, brand engagement and purchase intention), and 2) influences of music artist brand equity and product brand equity on consumer behavior. Using a quantitative research, questionnaires were used to collect online data from 415 samples, aged between 20 and 30 years old. They were classified into 201 samples, who have followed The Toys’ Facebook fanpages, and 214 samples, who have followed Nont Tanont’ Facebook fanpages. The findings showed that music artist brand equity, product brand equity and consumer behavior of those who have followed The Toys and Nont Tanont Facebook fanpages were significantly different. Music artist brand equity played the most important role on followers' perceived brand image, attitudes toward the brand and brand engagement for The Toys, and was influential on followers' purchase intention for both The Toys and Nont Tanont Facebook fanpages. In addition, product brand equity played the key role on perceived brand image, attitudes toward the brand, brand engagement and purchase intention for both Wall's and Nestle brands. Besides, it was also found that trust was the most important dimension of that music artist brand equity influencing on followers' behavior for The Toys, and commitment was the most important dimension influencing on followers' behavior for Nont Tanont. In addition, the brand loyalty dimension played the key role for product brand equity to influence on consumer behavior for Wall's brands, and the brand awareness and brand associations dimension of product brand equity mostly influenced on Nestle brands.