Research article

**

Factor Affecting on Behavior to Share Social Media on Social Network Case Study: Facebook Rattphol tongtanapat and Ploentip Kometsopa Pages 1 - 28    Download PDF  Article preview Cite Abstract According to the increasing number of Facebook users in Thailand, which makes #16 in the ranking of all Facebook statistics by country, especially in Bangkok, there are more than 8 million users, regarded as the top rank for Facebook users in the world. Nowadays social media marketing is one of the most effective strategies to help various firms to improve their business. Apart from demographic factors, type of content in social media and people lifestyle seem to affect behavior to share social media on social network as well. Hence, behavior of Facebook user will be categorized in the same way of classifying people lifestyle related to technology. * นิสิตในหลักสูตรหลักสูตรวิทยาศาสตรมหาบัณฑิต สาขาวิชาการตลาด คณะพาณิชยศาสตร์และการบัญชี จุฬาลงกรณ์มหาวิทยาลัย ** อาจารย์ประจำภาควิชาการตลาด คณะพาณิชยศาสตร์และการบัญชี จุฬาลงกรณ์มหาวิทยาลัย Data collection was done by posting online questionnaires on Facebook pages and got 441 persons as total sample group. Regarding research result, demographics, sex, age, education, income, occupation, types of content and people lifestyle are main factors which affect behavior to share social media on social network at 0.05 significant level. Nevertheless, the people lifestyle can be classified into 4 groups : technology lovers, outdated users, technology-benefited users and technology-interested users, whereas social media marketing strategy seems to be effective to use in automobile, travel, computer and technology business.
**

Multimodal Transportation from Thailand to European Union Somkiat Sahaprapa and Kamonchanok Suthiwartnarueput Pages 29 - 47    Download PDF  Article preview Cite Abstract This thesis is the study of transport costs, transit time, modes and transportation routes for exporting cargo in 20 foot container and proposes data analysis models for selecting a multimodal transportation route from Thailand to European Union via Dawei Deep Seaport, Pakbara Deep Seaport and Laem Chabang Port which have competitive potentials. Data analysis is divided into 2 parts. Multimodal Transport Cost Model is for calculating total transport cost, transit time and transit time variability and Goal Programming Model is for calculating a route which meets exporter’s need. Exporter will define weight of considered factors by himself. The result found that Route 2: Ayutthaya – Dawei – Rotterdam has total transport cost USD.3,800, transit time 21.4 days and transit time variability 0.14 is the multimodal transportation route which meets the exporter’s need.
**

The Influences of Service Quality on Brand Personality for Customers with Different Level of Service Encounter Kanapat Greenigorn and Nuttapol Assarut Pages 48 - 65    Download PDF  Article preview Cite Abstract This study aims to investigate the influences of service quality on brand personality, and the moderating effects of service encounter. A questionnaire survey with 359 customers of premium coffee shops in Bangkok showed that service quality positively affects brand personality, and the effects are different between different levels of service encounter. The results suggested that managers can strengthen the personalities of their brands by improve service quality, and encourage employees to have more interaction with customers.
**

Readiness of Thai accountants in the ASEAN Economic Community Muttanachai Suttipun Pages 66 - 91    Download PDF  Article preview Cite Abstract This study aims to investigate the readiness and factor influencing development of Thai accountants for ASEAN Economic Community (AEC) forthcoming in 2015, test for a possible relationship between the factor influencing Thai accountants’ development and the readiness of Thai accountants, and test for a relationship between respondent background and the readiness of Thai accountants toward AEC. The study finds that job responsibility, ethical issue of accountants, teamwork skill, computer skill for communication are the most common readiness of Thai accountants for AEC. On another hand, computer skill for communication, job responsibility, knowledge of accounting professional, and teamwork skill are the most common factors influencing Thai accountants’ development. To test a relationship between the readiness and factor influencing Thai accountants’ development, correlate analysis by Pearson’s Correlation is used. As a result, there are correlations in issues of ethic of accountants, computer skill for communication, accounting information system skill, teamwork skill, English language skill, cultural knowledge, other AEC languages, and job responsibility. Moreover, age, and perception about AEC information can influence the readiness of Thai accountants from AEC forthcoming.
**

Sarbanes-Oxley Act and Overseas Corporate Governance to Good Governance in Thailand Phattrapong Charoenkijjarukorn Pages 92 - 119    Download PDF  Article preview Cite Abstract Sarbanes Oxley or SOX is a governing law enforcing listed companies of American Stock Exchange in order to protect investors from creative accounting and extend scope of responsibility of CEO and CFO on internal control and verification of financial report. SOX consists of 5 areas of legal subject matter including: 1) Corporate responsibility for financial reports; 2) Disclosures in periodic reports; 3) Management assessment of internal controls; 4) Real time issuer disclosures; and 5) Criminal penalties for altering documents, corporate governance guideline that managers and directors had to be responsible for correctness of financial statement with sufficient data disclosure. Subsequently, Japan had a guideline of corporate governance called Japanese Sarbanes Oxley or J-SOX and European Sarbanes Oxley was established in Europe that are similar to Sarbanes Oxley. For Thailand, corporate governance’s principles were adopted in Bubble Economy Era in 1997. Thailand had to borrow some money from IMF and it was the condition that Thailand had to have corporate governance as defined. Since then, Thailand has developed its corporate governance regularly. Currently, the Stock Exchange of Thailand complies with corporate governance of Organization for Economic Co-operation and Development (OECD) and improves its corporate governance in 2012 to be corresponding with criteria of ASEAN CG Scorecard for measuring corporate governance level of listed companies in ASEAN. From several researches, it was found that corporate governance was able to be adopted in order to improve internal efficiency and effectiveness as well as improve universal competitive capabilities. In addition, it is also able to provide value-adding to business sustainably.
**

The Influence of Service Convenience in Predicting Customer Value: The Mediating Role of Customer Perceived Control in High Contact Experiential Service Jirapa Phungbankruay, Paul G. Patterson, Narumon Kimpakorn and Patchara Tantiprapa Pages 120 - 143    Download PDF  Article preview Cite Abstract A consumer’s perception of the time and effort expended in purchasing and consuming a service is central to service convenience and therefore service quality. The purpose of this study was two-fold, first, to examine the extent to which perceived control mediated the relationship between the dimensions of service convenience (access, transaction, and benefit convenience) and consumer perceived value. The second objective was to examine the relative importance of each convenience dimension in impacting perceived value. The results of this study, based on the responses obtained from 391 visitors to a high contact experiential service (Chiang Mai Night Safari), revealed that perceived control only partially mediates the relationship between the dimensions of service convenience and consumer perceived value. Access and benefit convenience positively impacted perceived value, both indirectly (via perceived control) and directly. Transaction convenience had a direct, negative impact on perceived value.