Research article

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Factors Affecting Job Satisfaction and Motivation: A Case Comparison of Generation Y and Generation Z in Bangkok Pachsiry Chompukum and Nattida Chakrapeesirisuk Pages 1 - 18   DOI 10.14456/cbsr.2020.6  Download PDF  Article preview Cite Abstract The objective of this study is to explore factors influencing job satisfaction and motivation of Generation Y members and Generation Z students in the Bangkok Metropolitan Area. The study used questionnaires to collect data from 390 respondents. Descriptive and inferential statistics, including factor analysis, reveal that both generations share similar work attitudes in most respects. Interestingly, Generation Z members value more highly jobs that provide opportunities to share challenging ideas, a greater work-life balance, and the motivating factor of self-happiness. The implications of the study can help organizations to enhance job satisfaction and motivation of Generation Y and Generation Z employees. In addition, the study contributes to the development of human resources management principles and practices.
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Determinants of Thailand's National Innovative Capacity Suthasinee Yodudom, Tanachote Boonvorachote and Krissana Treeslivattanakul Pages 19 - 38   DOI 10.14456/cbsr.2020.7  Download PDF  Article preview Cite Abstract The national innovative capacity is regarded as the national development tool for sustainable progress, through an economic development with a high growth rate. This research is aimed to study factors and to propose guidelines for increasing number of innovations in Thailand. This study has predominantly adopted research methods in determinants of national innovation capacity from Furman, Porter, and Stern (2002). In applying them into Thailand’s context, the methods have been modified by using numbers of international patents as criteria for measuring innovation. Secondary data of relevant factors were collected from 2000 to 2016 and analyzed by econometric model. Multiple regression models were applied for data analysis. The analysis shows meaningful contributing factors to Thai innovation development to include share of GDP spent on higher education, openness to international investment and research and development expenditure. These significant variables reflect that Thailand has the potential for innovation growth with support from the government acting as an important driver under the strategic policies in boosting Thailand’s potential for innovation. The emphasis is on share of GDP spent on higher education, which is considered as the main factor that Thailand can strengthen itself as well as lead to sustainable development. Integration of the four disciplines as part of all levels of education, namely science, technology, mathematics and engineering (STEM) are new learning approach to create personnel with knowledge that will help promote Thailand's potential for sustainable innovation.
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Methods of Reporting Research Results of Second-order Construct of PLS-SEM Chanta Jhantasana Pages 39 - 67   DOI 10.14456/cbsr.2020.8  Download PDF  Article preview Cite Abstract Studies involving the reporting of research results of the second-order construct of PLS-SEM are distinct from studies in which there are only first construct models. Furthermore, they also provide distinct results when the studies are of different types and use different approaches. The literature mostly focuses on how to construct and assess higher-order models and lacks to provide detail concerning the methodology of reporting, particularly as it pertains to composite models. Thus, this study aims to help readers to understand the methodology of reporting the results of hierarchical component models. The study used data on service quality, trust, and loyalty of E-commerce in Thailand. This study used two models, (1) the reflective-reflective type and the repeated indicator approach in which the algorithm was Mode A consistent or consistent partial least squares and factor. (2) Used the reflective-formative type and a two-stage approach in which the algorithm was composite and Mode B. The results of the structure model for both models were not very different. The repeated indicator approach had no discriminant validity on the measurement model thus ADANCO could not generate a global model fit. On the other hand, the two-stage approach evoked discriminant validity thus achieving adequate parameters for a model fit, the measurement model and a structure model.
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Influence of Reference Groups and Positive eWOM on Consumer Responses to Green Products Chonlada Sajjanit Pages 68 - 92   DOI 10.14456/cbsr.2020.9  Download PDF  Article preview Cite Abstract The purpose of this study is to examine the relationship among reference group influence, positive electronic word of mouth (eWOM) messages, consumers’ attitudes and purchase intention for green products. A survey-based empirical study was conducted with 307 consumers through purposive sampling method. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were applied for data analysis. The results indicate that normative referents i.e. family members and friends enhance consumers’ positive attitudes towards buying green products, leading to purchase intention. Comparative referents such as celebrities are found not to impact consumers’ responses to green products significantly. Positive eWOM recommendations i.e. specialized eWOM, social eWOM, and miscellaneous eWOM have positive effects on attitude towards green products, and that positive attitudes, in turn, influence purchase decisions. This study integrates the body of knowledge among consumer behavior, digital marketing and green marketing. This contributes to additional knowledge of social influence factor in green marketing literature, which has been underresearched. The research findings could encourage green companies to improve their marketing campaigns that support relationship formation and information sharing on various internet platforms among consumers.