RICE Journal of Creative Entrepreneurship and Management

The Influence of Interactive Marketing of Webcast Platform on Users' Purchase Intention Mediated by Perceived Information Quality

2023-12-28T19:44:01+07:00

Abstract

As an important feature of network broadcast, interactive marketing is different from traditional e-commerce. How to make effective use of this interactive function has become the focus of network broadcast enterprises. Under the current situation and environment of live streaming, digital marketing research tends to investigate the impact of live streaming platform on users' purchase intention. In such a scenario, the researcher investigated the influence of network broadcast interactive marketing on users' purchase intention and preferences. The literature covered network broadcast platform, interactive marketing, user purchase intention, perceived information quality and other related aspects, and the logical relationship between organizational variables. A theoretical model of perceived information quality as a mediating variable was proposed. The data were gathered via online data collection from 437 voluntary participants via a constructed questionnaire, and analyzed by SPSS 24.0 and Amos 24.0. The findings pointed to interactive marketing having a positive impact on users’ purchase Intention mediated by perceived information quality. Suggestions were made to (i) increase the purchase motivation of users through the effective interaction of anchors on the network broadcast platform, and (ii) sensitize interactive marketing on network broadcast platforms to users’ specific needs for products and services.

Keywords: Network live broadcast platform, interactive marketing, online purchase intention, perceived information quality

Development of Learning Model to Enhance the Elderly’s Digital Competencies of Media and Information

2023-12-28T19:44:02+07:00

Abstract

The purposes of this study were to (1) synthesize the digital competencies of media and information for the elderly, (2) develop a learning model to enhance their digital competencies, and (3) investigate the results of the developed learning model as experienced by the elderly participants. The voluntary participants were 30 residents of Hua Hin District, Prachuap Khiri Khan Province, Thailand. The results indicated that the digital competencies of the elderly consisted of main purposes and major roles in which there were 4 functions of 9 competency units and 18 sub-units of the identified competencies. The developed learning model to enhance the digital competencies of the elderly contained 5 elements: (i) the defining of competency indicators, (ii) contents, (iii) teaching method, (iv) instructional media, and (v) evaluation. There were 9 learning modules developed by the researchers using the development method of competency-based training curriculum. The efficiencies of the developed learning modules were 83.33/82.56, computed by using the KW # 2 method of efficiency validation. For the evaluation result of the developed learning model indicated that 25 of 30 persons passed the training criteria. The obtained chi-square statistic revealed no significant difference between the number of pass persons and that of the non-pass persons at the .05 level. The developed learning model could be confidently recommended to enhance the digital competencies of media and information for the elderly in similar contexts.

Keywords: Learning model, media and information digital competency, elderly competency-based curriculum

The Impact of Short Video User Loyalty on Marketing: A Case Study of Douyin

2023-12-28T19:44:02+07:00

Abstract

This study investigated the impact of short video user loyalty on marketing and its influencing factors in China. The researchers used a constructed questionnaire to collect needed data from 353 voluntary respondents. The statistical analyses included Cronbach's Alpha, Descriptive Data Analysis, Multiple Linear Regression, and Simple Linear Regression. The questionnaire carried Cronbach's Alpha at >0.7 from a group of thirty samples. The respondents’ demographic data were analyzed for frequency, percentage, mean and standard deviation. Multiple linear regression was used to assess the impact of short video user loyalty on marketing and its influencing factors in China, as five potential variables: (i) interface design, (ii) corporate image, , (iii) quality of service (including privacy protection and use dependencies), (iv) price of goods, and (v) cost of conversion, as affecting customer satisfaction, and customer loyalty in short video marketing. The results showed that the factors identified as affecting Douyin users were at the significance level of 0.05. All five independent variables--(1) interface design, (2) corporate design, (3) service quality, (4) price of goods, and (5) cost of conversion had a significant effect on customer satisfaction, while customer satisfaction has a significant impact on customer loyalty in the marketing via short videos. The researchers concluded that short video marketing on Douyin platform should improve (1) interface design, (2) corporate design, (3) service quality, (4) price of goods, and (5) cost of conversion to keep customer satisfaction and loyalty in the long run.

Keywords: Interface design, corporate image, service quality, product price, cost of conversion, customer satisfaction, customer loyalty

Relationship between Integrated Marketing Communication Strategy and Cosmetics Business Performance in Thailand

2023-12-28T19:44:02+07:00

Abstract

This research investigated the relationship between an integrated marketing communication strategy and the performance of cosmetic businesses in Thailand. The researchers collected data from 104 voluntary marketing executives using a mailed questionnaire. Correlation analysis and multiple regression analysis were used as statistical techniques to analyze the obtained data. The results indicated that the integrated marketing communication strategy in terms of message consistency orientation and media channel aspects positively relates to and affects performance. However, the identified integrated marketing communication strategy from an inter-functional coordination aspect does not significantly affect performance. According to the obtained findings, businesses should pay attention to the procedures of strategic marketing communication planning to enhance business competency for competition and sustain environmental transformation. Such planning procedures can increase customer acceptance as the key success factor for business efficiency and effectiveness.

Keywords: Integrated marketing communication strategy, performance, cosmetics business in Thailand

The Effects of Quality System Management on Creating the Basic Education Schools as Innovative Organizations in Nonthaburi Province

2023-12-28T19:44:02+07:00

Abstract

This research aimed to (1) examine the quality system management of basic education schools in Nonthaburi Province, (2) create the basic education schools in Nonthaburi Province as innovative organizations, and (3) identify the effects of quality system management on creating the basic education schools in Nonthaburi Province as innovative organizations. The research instrument was an opinionnaire of 95 items in two sections: (1) 50 items about the quality system management required for world class standard schools by the principles of the Office of the Basic Education Commission Thailand, and (2) 45 items on the creation of basic education schools as innovative organizations based on the concepts of Tidd, Bessant & Pavitt (2009). The 2-step sampling method yielded 364 persons comprising administrators, the heads of the learning subject groups, and teachers from the selected basic education schools in Nonthaburi Province. The obtained data were analyzed for frequency, percentage, mean, standard deviation and stepwise multiple regression. The study revealed three major findings: (1) Quality system management of the basic education schools in Nonthaburi Province was at a high level in a descending order as: (i) performance results, (ii) staff focus, (iii) strategic planning, (iv) student and stakeholder focus, (v) measurement analysis and knowledge management, (vi) process management and (vii) leadership. (2) The creation of the basic education schools in Nonthaburi Province as innovative organizations required eight characteristics in a descending order: (i) key individual, (ii) appropriate organizational structure, (iii) effective teamwork, (iv) the climate that promotes creativity, (v) high participation in innovation, (vi) long term stability, (vii) network interconnection capability and learning exchange, (viii) shared vision of leadership and intention to create innovation. (3) Quality system management signified five variables: (i) outcomes, (ii) strategic planning, (iii) process management, (iv) measurement analysis, (v) knowledge management and leadership—all affecting the creation of the basic education schools in Nonthaburi Province as innovative organizations at 88.90%, as expressed in a regression analysis equation:

= 0.148 + 0.514X₇ + 0.104X₂ + 0.138X₆ + 0.124X₄+ 0.091X_1. The identified effects of quality system management on creating basic education schools as innovative organizations shown in the study were expected to generate practical implications for effective management practices in other Thai schools in similar contexts.

Keywords: Quality system management, innovative organizations, basic education schools, Nonthaburi Province

The Scope and Limitations of Contemporary Chinese Media Culture Research: A Visualization Analysis Utilizing CiteSpace

2023-12-28T19:44:02+07:00

Abstract

The paper aims to encapsulate key trends in publication, prolific authors, research domains, and prevailing topics on Chinese media culture research. Drawing upon the China National Knowledge Infrastructure (CNKI), this study conducts a quantitative analysis of 602 Chinese media culture research outputs from 2000 to 2023 using the visualization method of scientific knowledge graphs. Concurrently, the research highlights some significant findings regarding the publishing trend, media culture research exhibiting a fluctuating progression, and the growth rate transitioning from a gradual to an accelerated pace. The researchers considered the Chinese media culture study landscape as characterized by a mononuclear development model with an over-reliance on key figures, and a dearth of collaboration among researchers and research institutions. This paper identifies current limitations, particularly imbalanced and underdeveloped aspects within Chinese media culture research, a noticeable absence of quantitative research methods, and a prevailing reliance on subjective content interpretation. The researchers also projected a trend prioritizing macro aspects while overlooking micro aspects, along with a relative neglect of public perspectives on influencing factors of media culture. Given these findings, scholars and institutions can gain benefits from the core research circle through collaboration for a comprehensive elevation of academic contributions in this field. In addition, they can explore novel research avenues, bolster research on weaker aspects, and delve into the development of localized theories of their interest.

Keywords: CiteSpace, visualization, visualization analysis, media culture, Chinese media culture, knowledge management