RICE Journal of Creative Entrepreneurship and Management

The Influencing Factors of Live Broadcast Marketing of Beauty Products on Consumers' Purchase Intention

Yanhui Chang — 2024-08-31

Abstract

In recent years, e-commerce live streaming has become a strong support for China’s economic development. The COVID-19 epidemic has further prompted more companies to use e-commerce live, and some problems have emerged in the industry after the epidemic. Therefore, the researchers felt the need to examine the influencing factors of live broadcast marketing on consumers’ purchase intention. The purposes of the study were to (1) identify the factors that affect consumers’ purchase intention in e-commerce live broadcast marketing, and (2) explore the interaction mechanism between various factors. It was expected that the obtained findings would generate practical implications for practitioners in the e-commerce live broadcast industry. Beauty products were used as an example to conduct research. A questionnaire was constructed with acceptable validity and reliability through the Questionnaire Star APP, and the questionnaire was distributed to viewers of the beauty live broadcast room with the highest popularity on the live broadcast platform. A total of 403 valid responses were collected and analyzed for descriptive statistics, correlation and linear regression. The research results were (1) The six variables of anchor professionalism, high-quality content, preferential promotions, high interactivity, consumer perceived value and consumer perceived trust affect consumers’ purchase intention. (2) Both consumer perceived value and consumer perceived trust have a positive impact on consumers’ purchase intention; and anchor professionalism, high-quality content, preferential promotions, and high interactivity have a direct impact on consumer perceived value and consumer perception. Trust also has a positive impact. The implications of the findings for e-commerce live broadcast marketing platforms, practitioners and managers lie in the professional training of anchors, established supervision and assessment mechanism, the audience perception and interactive experience, and platforms’ diversified promotional activities to further attract consumers.

Keywords: Live streaming marketing, SOR model, purchase intention, perceived value, perceived trust

Factors Affecting the Acceptance Intentions of Consuming at Unmanned Stores in Chengdu, China

Manling Yuan — 2024-08-31

Abstract
Unmanned stores are a modern and efficient form of retail that offers convenience, speed, and personalized shopping experiences. They are particularly appealing to younger generations who value freshness, fashion, and technology. While the development of unmanned stores in China is still relatively new, consumer acceptance is critical to the industry's success. At present, the current usage rate of unmanned stores in Chengdu is relatively low, and many people still feel unfamiliar and uncertain about using them. With the support from the Chengdu Municipal Government and the consumer market, Chengdu's unmanned stores have a great potential for future development. To the researchers, it is important to explore consumers’ acceptance intentions of consuming at unmanned stores in Chengdu so that the local government can take a proper direction in the unmanned retail industry. The study therefore adopted a consumer perspective for a theoretical model of consumer acceptance behavior for unmanned stores based on the Technology Acceptance Model 2 (TAM2) framework. Data were collected through a questionnaire survey, and obtained from various statistical analyses to validate the research hypotheses. The results revealed significant positive relationships between the technological characteristics of unmanned stores and consumers' perceived usefulness and ease of use. Additionally, perceived usefulness and ease of use were found to positively influence usage intention, which, in turn, positively impacted usage behavior. Recommendations were for (1) technological innovation and improvement of advanced unmanned store systems and devices to enhance consumer experience and trust, (2) simplified operation processes and clear interfaces for the ease of use, (3) marketing and consumer education, (4) safety of unmanned stores, and (5) personalized services and promotional activities based on consumer preferences and behaviors. These are for unmanned store companies to gain a competitive edge in the market development of the unmanned retail industry.

Keywords: Unmanned store acceptance, willingness to accept, technology acceptance model, consumers

Technical and Soft Skills of University Graduates in Thailand

Ruja Pholsward — 2024-08-31

Abstract

Technical and soft skills development has been recognized for its prime importance in producing graduates at Thai universities. Both national and ASEAN standards require human or soft skills for graduates to perform well in collaborative tasks at work. This study examined university graduates’ perception of their technical skills in the subject areas and soft skills as existing or lacking in current competency. The participants were 116 university graduates employed by public and business organizations selected by accessibility and voluntary participation. They responded to the online semi-opened questionnaire on their perception of both technical and soft skills competencies demanded on the job. They were also asked to identify what was lacking in the university programs in equipping graduates with both types of skills. The finding revealed that the graduates under study were rather confident in their technical than soft skills. They pointed to urgency for soft skills competency development in latest digital skills, speech communication and effective language interactions. The results of the study obviously call for program developers to balance the orientation in the specialized subject area and that in human or soft skills development for the graduates to function well in collaborative work as required in organizations to attain the expected goals in competitive operations now and beyond.

Keywords: Technical skills, soft skills, skill competency development, competency perception, university graduates

Needs Assessment of Academic Administration Development in Thai Colleges of Agriculture and Technology Based on the Concept of Smart Agripreneurial Skills

Noppawit Chuenbooncu — 2024-08-31

Abstract

This research aims to assess the needs for academic administration development in Thai Colleges of Agriculture and Technology based on the concept of smart agripreneurial skills. The participants were 94 persons, including school administrators, faculty members, or deputy directors responsible for academic administration. The research instrument was a questionnaire assessing the needs for academic administration development in the Colleges of Agriculture and Technology based on the concept of smart agripreneurial skills. The overall reliability value was 0.81. The statistical techniques used for data analysis in this study were frequency, percentage, mean, standard deviation, and the modified Priority Needs Index (PNI_modified).The obtained findings indicated that the overall condition of current and desired conditions of academic administration in the colleges under study were at the high level (Mean=3.89) and the highest level (Mean=4.84), respectively. The analysis of the modified Priority Needs Index revealed the prioritization of needs in a descending order as follows: The educational institution’s curriculum development (PNI_modified= 0.26) held the highest importance, followed by the utilization of media and learning resources (PNI_modified = 0.24), measurement and evaluation (PNI_modified = 0.23), and teaching and learning management (PNI_modified = 0.22).

Keywords: Needs assessment, academic administration, agripreneurial skills, Thai colleges of agriculture and technology

Managing Extended Shelf Life of Thong Yod Snacks in the Modified Condition

Chaowalit Auppathak — 2024-08-31

Abstract

This research aimed to (1) identify the basic recipe of Thong Yod dessert, (2) analyze microbial properties for shelf life extension of Thong Yod dessert, and (3) find the modified conditions to extend the shelf life of Thong Yod snacks. The researchers involved 30 food and nutrition specialists in tasting Thong Yod dessert formulas, and 100 voluntary consumers in giving their opinions on consuming behavior of Thong Yod snacks. The findings were in three folds: (1) thirty food science specialists evaluated the characteristics the basic formula of Thong Yod as acceptable in Formula 1 in terms of aroma, taste, flavor, texture and overall liking with averages of 8.32, 8.30, 8.40, 8.48 and 8.33, respectively; (2) carbon dioxide has an effect on inhibiting the growth of microorganisms during the log phase and helps delay the lag phase, physically; (3) the use of modified conditions can extend the shelf life of Thong Yod for the longest time by using 100% carbon dioxide, which can preserve for a maximum of 12 days. The shelf life of 10 days had a pH value of 2.99±0.01, a statistically significant difference (p≤0.05) shown in the experiment under study. Of 100 voluntary consumers, (i) 77% had consumed Thong Yod snacks; (ii) 57% consumed less than 1 time per week; (iii) 75% bought Thong Yod snacks for consumption for reasonable price, good taste and availability; and (iv) 75% preferred extended shelf life by using 100% carbon dioxide. It was expected that the obtained findings can add value to local raw materials that extend shelf life and support small business entrepreneurs of dessert products for the growth of income in the communities concerned.

Keywords: Thong Yod dessert, shelf life extension, modified condition

The Influence of Environmental, Social and Governance (ESG) Ratings on Credit Ratings: A Case Study of Chinese Listed Companies

Fantong Gao — 2024-08-31

Abstract

This research, utilizing empirical data from firms listed on China's CSI 800 Index between 2019 and 2021, explicates the connection between Environmental, Social and Governance (ESG) performance and corporate credit ratings. Significant positive correlation was found, which is further influenced by the size, financial condition and nature of the enterprises. Larger enterprises are more inclined to achieve superior ESG ratings and credit rankings. A robust financial standing facilitates easier investment in ESG initiatives, leading to an enhancement in credit ratings. The ESG performance was found to have a more pronounced effect on the credit ratings of non-state entities, with state-owned firms leaning more toward governance. The obtained findings provide an insightful contribution to the improvement of ESG performance, enhance credit ratings, and foster sustainable development. These can help fill in the empirical research void in the domestic context, support policy formulation and advance the infrastructure for persistent ESG evaluation.

Keywords: ESG (Environmental, Social, and Governance), corporate credit ratings, sustainable development