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RISS 인기검색어
- 검색키워드
- 저자 : Somkiat Mansumitrchai(Somkiat Mansumitrchai ) (검색결과 3 건)
- 무료
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- 유료
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Facebook Users in United Arab Emirates: Underlying the Factors and Demographic Analysis
Somkiat Mansumitrchai,박주희,Candy Lim Chiu 한국마케팅학회 2014 ASIA MARKETING JOURNAL Vol.16 No.1
This study examined the use of Facebook in United Arab Emirates. There were two objectives of this study. The first purpose was to identify the motive for the use of Facebook among people in U.A.E. This study conducted the survey using both qualitative and quantitative methods. One hundred eighty-three working people were used from the survey. Thirty-five questions identified from the interviews were used for the questionnaire design in quantitative method. Factor analysis showed six factors namely usefulness, usage, reliability, making new friends, ethical issue and openness of information. The total variance explained by all the factors was fifty-two percent. This study also examined the demographic variables whether they would play an important role in using the social network site. The study included two more variables, income and married status, which were not frequently examined by previous studies. MANOVA showed statistical significant differences (p < .01) across six factors. ANOVA results showed that gender variable affected only the factor of openness of information. Males were more likely to share their information compared to females. Income variable affected all the factors except the openness of information. The results showed that high-income people had the highest meanscores on three factors (usage, reliability, making new friends) while low-income people had the highest means on usefulness and ethical factors.Marital status had significant effects on usefulness, reliability, and ethical factors. Married people had the low scores on reliability and ethical factors. Lastly, education variable had no effect on all the factors examined.
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Factors on the Adoption Behavior of Digital Wallet: Chinese Youth Perspective
Tingting Tang(Tingting Tang),Somkiat Mansumitrchai(Somkiat Mansumitrchai ) KINFORMS 2022 Management Review Vol.17 No.2
The main focus of this paper is to determine the antecedents which significantly affect the attitude toward digital wallet adoption in the context of Chinese youth and to explore the moderating role of demographic and behavioral factors on the relationships between digital wallet adoption and its antecedents. The sample consists of 212 respondents. The multiple regression results indicated that perceived complexity and trialability have statistically significant relationships with digital wallet adoption. Moreover, the moderated regression analysis showed that the frequency of usage significantly moderates the relationship between the intention to adopt digital wallets and relative advantages. The findings of this study not only improve understanding of predictors affecting digital wallet adoption and behavioral differences influencing the degree of adoption but also provide insights for digital wallet service providers to redesign and develop their program to increase customer satisfaction rate.
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Hedonic and utilitarian value as a mediator of men’s intention to purchase cosmetics
Han-Chiang Ho,Candy Lim Chiu,Somkiat Mansumitrchai,Brian J. Quarles 한국마케팅과학회 2020 Journal of Global Fashion Marketing Vol.11 No.1
Global trends towards men grooming behavior about their appearance are considered as one of the drivers behind the growing popularity of cosmetic products. Previous research on male cosmetics has focused much effort on the effect of factors on the attitude of male consumers towards the consumption of cosmetics with very little emphasis on hedonic and utilitarian value. This study investigates the mediating impact of two values: hedonic and utilitarian values between independent variables (brand reliability, facial attractiveness value, male identity reflection value, and health care value) and dependent variable (purchase intention). Both hedonic and utilitarian values are found to influence all proposed variables. The results also support predicted differences in the relative influence of hedonic and utilitarian values on male consumption of cosmetics.
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