Journal of Rattana Bundit University

Antecedent Variables on Customers’ Loyalty of E-Commerce Startup Business and Business Model in Thailand

Wasawat Mookarasakul, Nantaporn Chalaechorn, Thaunjai Sangthong — Fri, 17 Dec 2021 00:00:00 +0700

This article intended to present the antecedent variables on customers' loyalty to the e-commerce startup business since the e-commerce startup is a popular business model for new generation entrepreneurs. The concept of customer loyalty is recognized as a critical factor in the success of any business. Accordingly, building customer loyalty is an essential strategy for business success. The literature review suggested that critical factors affecting customers' loyalty to e-commerce startup businesses include logistics management, customer relationship management, and corporate image. As a result, this study benefits entrepreneurs and those involved in developing successful customer loyalty strategies for the long-term success of Thai e-commerce startups

Factors influencing secondary and vocational school students' decisions to enroll in vocational education institutes

Vichaporn Rattanapian, Nantaporn Chalaechorn, Terdsak Rojsurakitti — Sun, 29 Aug 2021 00:00:00 +0700

This study aims to use empirical data to validate the causal model of secondary and vocational school students' occupational decision-making in vocational education. Multi-stage sampling was used to choose 1,799 secondary and vocational school students. The research instruments included a questionnaire with the Cronbach's alpha coefficient ranged from .931. In addition, confirmatory factor and structural equation models were used to analyze the data. The following is a summary of the findings: The construct validity of the goal orientation, career exploration, career concerns, career commitment, and social support measuring model was well aligned with empirical data. The occupational decision-making model fit were with empirical data ( (78, N=1799) =1155.141, p=.000, CFI=.995, TLI=.991, RMSEA=.023, SRMR=.017). The model revealed that secondary and vocational school students' career exploration had a significant direct effect on their occupational decision making (=.530) and the social support influence had a significant indirect impact on career exploration, career concerns, and career commitment (=.507). For the researcher and those in charge of policymaking, the findings of this study provide a more in-depth understanding of professional decision-making. Furthermore, directors of vocational institutions could manage, strategize, and assist students in their transition from students to productive workers by providing understanding during a critical period in their lives while choosing a good vocational school, laying the groundwork for their bright future.

Making impersonal comments via it-extraposition: Perspectives of syntactic structure, semantic denotations and pragmatic aspects via literature, magazines and applied linguistics articles in English

Abhinan Wongkittiporn — Wed, 22 Dec 2021 00:00:00 +0700

This study examined it- extraposition with adjectives followed by to-infinitive clauses (i.e., it is important to note that this research paper excludes that-clauses) via the perspectives of syntactic structure, semantic denotations, and pragmatic aspects. While most previous studies have focused on using it- extraposition in selected academic articles, the current study contributes to the views of English literature, magazines and applied linguistics articles. The entire 450,000 words contain 34 extracted tokens in the three datasets. This study shows that the use of it- extraposition occurs mostly in applied English linguistics articles at 64.71 percent. The use of it- extraposition in English magazines and literature is 23.53 percent and 11.76 percent, respectively. Extended projection principle could explain the lower use of it- extraposition in this study via the expletive. The semantic denotations between the three datasets appear to be different. The three datasets show similarities in that they apply the pragmatic aspects of the end-weight principle. It is hoped that this research will be useful for those learners of English as a second language and learners of English as a foreign language in making impersonal comments in different text varieties.

An Investigation into the Reading Abilities in English of Chinese College English Major Students: A Case Study

Yuanyuan Xu, Anchalee Chayanuvat — Thu, 30 Dec 2021 00:00:00 +0700

In fact, many Chinese students still have great difficulties in reading comprehension even after many years of English learning. Thus, the objectives of this survey study were 1) To identify the reading abilities of 285 Chinese college English major students from Year 1 to Year 4. and 2) To compare the reading abilities of students studying in Year 1 to Year 4 of a Chinese college in terms of compares their strengths and weaknesses in reading. The participants including 285 English major students from Yunnan Minzu University. A standardized English Reading Test was the main instrument used to identify the reading ability levels of these four groups. The questionnaire collects the factors that influence students’ reading speed in the test. Semi-structured interviews used to collect the students’ thoughts and opinions about the test. The findings of the study revealed that the English reading abilities of Year 1 students were significantly lower than upper years. According to the questionnaires, both junior students and senior students believed that their weak reading abilities lay in the lack of vocabulary and reading strategies. Judging from the semi-structured interview data, students' poor English reading ability is not only due to their own problems but also due to teachers' neglect of reading strategy training and incorrect teaching methods. According to the study, students can find useful ways to improve their English reading abilities and teachers can find ways to support their students and design teaching and learning in the future.

Motivation matters: A case study of ESP teaching for a local Thai village working group

Manachai Inkaew — Thu, 30 Dec 2021 00:00:00 +0700

In order to explore an effective strategy of English for Specific Purposes (ESP) teaching and learning for a local village working group, this paper aims to shed light on motivations possessed and perceived by the middle-aged local villagers in taking a 32-hour English for Local Activity Presentation course and its consequent positive learning performance. In addition, this study investigates factors that constitute learners’ positive outcomes. The concurrent mixed-method study comprising of multiple instruments for collecting data was operationalized in this study. The findings suggest that learners’ significant motivation was a determined desire to use English benefiting their daily life and current work. The results of this study could be used as a guideline for creating an ESP teaching module and for further research.

Adaptation of the First Year Students of Bachelor Degree Level In Chitralada Technology Institute

Thanet Maenin — Tue, 28 Dec 2021 00:00:00 +0700

The objectives of this research were to study the adaptation of Chitralada Technology Institute’s first-year undergraduate students and compare it with their personal factors. The target group consists of 121 first-year undergraduate students of the academic year 2020. The mixed methods research methodology was applied to this study. As for the quantitative method, whose quality was evaluated by the experts, obtained 0.88 of Index of Item Objective Congruence, obtained 0.90 of confidence value. The data was analyzed using means, percentage, standard deviation, and one-way ANOVA. As for qualitative research, individual interviews were conducted. The results gained from the questionnaire show adaptation at an average level in academic and social adaptations and a high level in emotional adaptation. The comparison with students’ personal factors indicates that students from different faculties show different academic and emotional adaptations. In contrast, students with different academic backgrounds show different academic and social adaptations. However, sex, birthplace, residence, and means of subsistence show no difference in terms of adaptation. In addition, the results from the interviews show that the students have made adaptations in everyday life, academic, emotional, and social aspects to attain their learning achievement successfully.

The Needs of the Development of Essential Skills for Primary Teachers in Saraburi Province.

Preecha Narasree, Tongluck Boontham — Thu, 30 Dec 2021 00:00:00 +0700

This research aimed to study: 1) the current and desirable states of the development of essential skills for primary school teachers in Saraburi province, and 2) the needs of the development of essential skills for primary school teachers in Saraburi province. The sample group of this research consisted of 359 administrators and teachers in Saraburi province, by using random stratified random sampling. The research instrument was a set of dual response questionnaires. The data were analyzed using descriptive statistics, percentage, mean, standard deviation, and Priority Needs Index. The research revealed that: 1) the current state of developing essential skills for primary school teachers was at the high level ("X" ̅=4.34, S.D.=0.59), 2) the desirable state of the development of essential skills for primary school teachers was at the highest level ("X" ̅=4.83, S.D.=0.40), and 3) the needs of the development of essential skill for primary school teachers were respectively sorted descending order of the needs as follows: 1) Creativity and Innovation 2) Communications 3) Life and Career Skills, 4) Digital Citizenship, and 5) Teamwork.