Seongdok Kim - Academia.edu (original) (raw)

Papers by Seongdok Kim

In today's increasingly fierce competition in the catering industry, the takeout industry also de... more In today's increasingly fierce competition in the catering industry, the takeout industry also develops rapidly. More and more catering enterprises have begun to pay attention to catering delivery. The delivery data show that some vendors sell more takeout food than they do in brick-andmortar stores. Takeout greatly meets college students' needs, who have become the mainstream group in the takeout industry in China. At present, there are various forms in the takeout market, so it is particularly important to study the factors affecting college students' choice of takeout vendors. Based on the Theory of Consumer Behavior and Technology Acceptance Model and previous research review, four factors are identified: User Review, Price, Delivery Time, and Business Service that influence college students' consumption behavior. The target population is Chinese college students in Chengdu city, China.384 survey questionnaires were collected via online using convenience and snowball sampling. Descriptive statistics and inferential statistics were utilized to describe demographic characteristics and do hypotheses testing. The results showed that user reviews, delivery time, and business service selection had significant effects. According to the research model and conclusion, suggestions are put forward to develop takeout vendors in the college students' market.

AU-GSB e-JOURNAL, Aug 25, 2017

The objective of research is to examine the effect of product's factors which are product quality... more The objective of research is to examine the effect of product's factors which are product quality, service quality, brand image, and product design of condominium toward purchase intention of condominiums in Bangkok. In Thailand, due to the popularity of condominiums, the expansion of investment on this market has continually grown year by year and the condominium market has become highly competitive. This current research is significant in that it would help condominium developers know about what kind of condominiums preferred by potential buyers in greatly competitive market as in Bangkok. A survey questionnaire was utilized and it was distributed via online platforms. Data were collected from sample of 400 people who are considering to purchase condominiums in Bangkok. Findings of this research show that product design, product quality, and brand image are statistically significant predictors for purchase intention. Critical and practical recommendations for condominium developers and marketers are suggested to secure their competitiveness in the condominium market.

Research in Comparative and International Education

The major analytical research question addressed in this paper is: What are Thailand’s strengths ... more The major analytical research question addressed in this paper is: What are Thailand’s strengths and weaknesses as an international education hub for students from the Asian region? The key descriptive research question is: What is the nature of the educational experience of Asian students in Thailand? The two major research methodologies of the study are mixed research methods and comparative case studies, with the use of in-depth interviews of influential experts, surveys, and an autoethnography. In terms of major findings, there has been a dramatic growth of Asian students at Thai universities during the past two decades. Thailand’s major advantages relate to low costs, location, quality campus facilities, and a welcoming attitude toward outsiders, while major disadvantages are the quality of many of Thailand’s international programs often related to low English language capabilities. The paper concludes by presenting a creative new architecture for thinking about Asian study abr...

AU-HIU International Multidisciplinary Journal, Jul 20, 2021

The objective of this research is to investigate how store atmosphere influences purchase intenti... more The objective of this research is to investigate how store atmosphere influences purchase intention in fast fashion brands in Bangkok. There is robust growth and high competition in the fast fashion’s market. Seven factors, which are music, color, lighting, traffic flow, space allocation, product display, and window display, are selected in order to find statistical relationship with purchase intention based on thorough literature review. Findings of this current research show that color, lightening, traffic flow, product display and window display have statistical influence on purchase intention whereas music and space allocation have not. This result provide important managerial implications to fast fashion industry to focus on purchase intention to enhance sustainability and profitability. Further investigation of the factors contributing to purchase intention and in other geographical areas is suggested for future studies.

ABAC Journal, 2016

This research aims to build comprehensive student profiles to identify perceptions and expectatio... more This research aims to build comprehensive student profiles to identify perceptions and expectations of the students enrolled in the Master programs of the Graduate School of Business (GSB) at Assumption University of Thailand. The main purpose is to establish curriculum and instructional links between what is offered and what students perceived as relevant learning experiences in the program and contribute towards increased student satisfaction in their master degree education. Self-administered questionnaires were collected from 379 incoming freshmen MBA students from February to August, 2015. The findings of the study revealed that among the performance dimensions expected by the industry from MBA graduates, the dimensions on English proficiency, ethical behavior, and effective use of IT obtained the highest means. Interestingly, timely achievement and responsibility as well as entrepreneurial spirit scored lowest while based on their profiles, the majority of the freshmen are se...

Student leadership development has captured increasing concern in the field of education. Leaders... more Student leadership development has captured increasing concern in the field of education. Leadership plays an integral part in the fulfillment of 21st-century skills, namely, career and life skills, to adapt to the changing circumstances and the need to cultivate talent. The present action research aimed to utilize effective OD interventions to develop students’ leadership readiness and core leadership skills to enhance student engagement in campus-based extracurricular activities in a private university in China. The action research was conducted in three stages: Pre-ODI, ODI, and post-ODI, starting with diagnosing problems in student leadership, followed by planning, intervening, assessing, and reinforcing. For the eight-month OD intervention, the sample consisted of 80 freshmen randomly selected from the student organization. They were categorized into two groups: an experimental group with ODIs and a control group without ODIs. Data were collected by survey questionnaires, one-t...

This study aimed to use organization development interventions to improve the organizational effe... more This study aimed to use organization development interventions to improve the organizational effectiveness by optimizing organization structure of Zhejiang Yuexiu University of Foreign Languages in China. This current research focused on four main sub-dimensions: standardization, centralization/decentralization, specialization and integration of organizational structure. Both quantitative and qualitative methods were utilized with questionnaire, interview and observation. Quantitative data was collected to examine the change in level of standardization, centralization/decentralization, specialization and integration of organizational structure and organizational effectiveness. Qualitative data was collected to obtain in-depth understanding on the result of organization development interventions on the organization structure. The results of paired sample t-test indicated significant differences between pre- and post-ODI results in organizational structure and organizational effective...

The research paper analyzed the impact of organization development interventions (ODI) on learner... more The research paper analyzed the impact of organization development interventions (ODI) on learner autonomy (LA) and communicative competence (CC) of non-English major students in ZYUFL, Zhejiang, China. The main objectives were to determine the differences of students’ learner autonomy and communicative competence between the pre- and post-ODI phases and to investigate the impact of students’ learner autonomy on communicative competence after ODIs. Based on the preliminary diagnosis and pre-ODI results, the researcher conducted purposeful ODIs (three action learning cycles including coaching, goal setting, team building, dialogue and Appreciative Inquiry), but remained the same in the control group. The post-ODI results showed significant improvement on learner autonomy and communicative competence in the experimental group but stayed almost in the same level in the control group. According to the results of paired sample t-test, there were significant differences between pre- and p...

With the continued growth of automobile sales in Thailand, the automobile repair industry has bee... more With the continued growth of automobile sales in Thailand, the automobile repair industry has been intensified. The aim of this research is to study the factors that have impact on customer purchase intention of P automobile repair center in order to maintain more customers and generating better revenues. The variables included in the proposed framework were purchase intention (dependent variable) and brand awareness, convenience, perceived quality, and word of mouth (independent variable). In this current research, a quantitative approach using survey questionnaire was adopted. 180 respondents’ data were collected by convenience sampling method. The multiple linear regression was applied to examine statistical influence of independent variables on dependent variable. The findings indicated that brand awareness and perceived quality had impact on customers’ purchase intention while convenience and word of mouth had no impact. Moreover, a few practical recommendations were discussed ...

The objective of research is to examine the effect of product’s factors which are product quality... more The objective of research is to examine the effect of product’s factors which are product quality, service quality, brand image, and product design of condominium toward purchase intention of condominiums in Bangkok. In Thailand, due to the popularity of condominiums, the expansion of investment on this market has continually grown year by year and the condominium market has become highly competitive. This current research is significant in that it would help condominium developers know about what kind of condominiums preferred by potential buyers in greatly competitive market as in Bangkok. A survey questionnaire was utilized and it was distributed via online platforms. Data were collected from sample of 400 people who are considering to purchase condominiums in Bangkok. Findings of this research show that product design, product quality, and brand image are statistically significant predictors for purchase intention. Critical and practical recommendations for condominium developer...

This study was aimed at the research of the organization development interventions on the employe... more This study was aimed at the research of the organization development interventions on the employee career competency, emotional intelligence and self-efficacy to improve the employee career success in AIA Changzhou Branch, China. These three variables were regarded as employee career success behaviours and closely related to the development of the focal organization in current study. Both quantitative and qualitative methods were utilized. The research methods were the questionnaire, semi-structured interview and participatory observation. Quantitative data was collected to examine the change in level of career competency, emotional intelligence and self-efficacy and qualitative data was collected to obtain in-deep understanding on the result of organization development interventions on the employees. The paired sample t-test was utilized in this study as a statistical tool to prove hypotheses. The collected data confirmed that there was an improvement of the career competency, emot...

This research aims to investigate factors affecting brand loyalty to cosmetics products of Thai c... more This research aims to investigate factors affecting brand loyalty to cosmetics products of Thai consumers in the Bangkok area. After reviewing related literature, four independent variables were selected in this research; word-of-mouth, perceived value, convenience, and satisfaction on product. To measure the constructs of the research instrument, a survey questionnaire was administered and data were collected from sample of 384 experienced cosmetics product purchasers in the Bangkok area, utilizing convenience sampling techniques. The significance and relationships of word-of-mouth, perceived value, convenience, and satisfaction on product towards brand loyalty to cosmetics product were tested and analyzed using the multiple linear regression. The result showed that all independent variables are positive predictors of brand loyalty to cosmetics products. This result provided important managerial implications to cosmetics industry to focus on customer retention and loyalty to enhanc...

The issue of student engagement is crucial in that it is not only conductive to students’ academi... more The issue of student engagement is crucial in that it is not only conductive to students’ academic development, but also influences their everyday experiences, both socially and physiologically. So far, there is a dearth of empirical research on implementing ODI to effectively foster student engagement in Chinese EFL classroom. Thus, a systematic inquiry through action research is considered necessary and imperative. This current research focused on enhancement of student academic motivation by implementing ODI in order to foster student engagement in the EFL classroom. The sample was 82 freshmen from two parallel classes. The experimental group was exposed to organization development interventions, including appreciative inquiry, goal setting, team building, differentiated instruction, whereas the comparison group received no intervention. Mixed research methods were adopted to collect and analyze the data. The paired-samples t test showed that there was statistically significant d...

University of Minnesota Ph.D. dissertation. May 2014. Major: Organizational Leadership, Policy, a... more University of Minnesota Ph.D. dissertation. May 2014. Major: Organizational Leadership, Policy, and Development. Advisor:David W. Chapman. 1 computer file (PDF); xii, 120 pages, appendices A-C.

Journal of Computing in Teacher Education, 2009

This paper discusses access and use of information and communication technologies among urban hig... more This paper discusses access and use of information and communication technologies among urban high school students from low-income families, a topic of great interest to teacher educators, educational policymakers, and others concerned with digital literacy instruction. Recent reports from national digital learning initiatives have portrayed today’s teens as digital natives—youth who are constantly online, perceive themselves as Internet-savvy, and prefer technology-enhanced learning experiences. However, this portrait may not be true for all learners. This study investigated trends in Internet use among students from low-income families compared to national trends. In the spring of 2007, students from low-income families responded to a survey assessing their access to the Internet, frequency and type of use, and capacity to use the Internet. The researchers also conducted focus groups with students. In this paper, we discuss findings and implications for teachers seeking to underst...

The purpose of this study is to understand the factors that influence millennials Chinese travele... more The purpose of this study is to understand the factors that influence millennials Chinese traveler to Bangkok for independent travel. Based on the push-pull theory, the researcher selected three push (Escape, Get experiences & Knowledge, Socialization) and three pull factors (Nature, Culture, Activity). The researcher add if gender is a factor that influences people's decision to travel independently. In this study, 394 millennials Chinese who traveled independently in Bangkok are surveyed through questionnaires. The researcher use quota sampling and analyze 394 valid data. Independent samples t-test, correlation analysis, and multiple linear analysis methods are utilized to do hypothesis testing. Critical suggestions to improve Chinese independent traveler's decisions are followed accordingly.