http://www.repository.rmutt.ac.th/xmlui/handle/123456789/579 2026-09-04T20:06:18Z http://www.repository.rmutt.ac.th/xmlui/handle/123456789/4794 Title: Factors Influencing Employee Job Performance in Private Enterprises Authors: Xiang Li Abstract: This research aims to explore: 1) the mediating role of job satisfaction in the impact of organizational culture on job performance, 2) the moderating role of work-life balance in enhancing the indirect impact of organizational culture on job performance through job satisfaction and 3) the direct interaction between job satisfaction and job performance in private enterprise management. The research samples consisted of questionnaires completed by 553 employees private food in Sichuan province, China and in-depth interview data from 15 employees. Qualitative and quantitative methods were used for analysis, and a structural equation model (SEM) was constructed and validated using SmartPLS to explore the impacts of organizational culture, work-life balance, and job satisfaction on job performance. The research results show that organizational culture has a significant positive effect on job performance, which is further enhanced through job satisfaction. Work-life balance plays a conditional moderating role in the relationship between organizational culture, job satisfaction, and job performance. Furthermore, there is a significant positive interaction between job satisfaction and job performance. These findings provide empirical support for understanding the key factors influencing job performance in private enterprises and their interrelationships, offering valuable insights for developing human resource policies and management practices. 2024-01-01T00:00:00Z http://www.repository.rmutt.ac.th/xmlui/handle/123456789/4793 Title: The Impact of Brand Image on Customer Loyalty for Chinese Tea Brands Through The Mediating Roles of Perceived Value and Customer Engagement Authors: Rui Luo Abstract: The purposes of this study were to investigate 1) the impact of brand image on customer loyalty, 2) the impact of brand image on customer loyalty through the mediating role of perceived value and customer engagement, 3) the mediating role of perceived value in the impact of brand image on customer loyalty, and 4) the mediating role of customer engagement in the impact of brand image on customer loyalty. The research methodology combined qualitative research and quantitative research. The qualitative research was conducted using in-depth interviews with 12 experts and 20 non-experts (tea enthusiasts) in the tea industry. The quantitative research was done through a survey; the questionnaires were distributed to 600 consumers of five tea brands in Sichuan Province, China. The research instrument used in qualitative data analysis was analytic induction while statistics used for quantitative data analysis included frequency, percentage, mean, standard deviation. For hypothesis testing, Partial Least Squares-Structural Equation Modeling (PLS-SEM) was the statistical method used. The results of hypothesis testing indicate that brand image has a positive and significant impact on customer loyalty. In addition, brand image, through perceived value and customer engagement as mediating variables, has a highly significant impact on customer loyalty. Separately, brand image, through perceived value as a mediating variable, has a highly significant impact on customer loyalty, and brand image, through customer engagement as a mediating variable, has a highly significant impact on customer loyalty. All these findings were statistically significant at a level of .001. 2024-01-01T00:00:00Z http://www.repository.rmutt.ac.th/xmlui/handle/123456789/4792 Title: The Effects of Social Network Relationships and Social Media Influencer Characteristics on Consumer Purchase Intention in The Chinese Online Community Authors: Li Yifan Abstract: This research aimed to investigate the mediating effects of consumer attachment and perceived value on the relationship among social network relationships, social media influencer characteristics, and consumer purchase intention in the Chinese online community. Furthermore, this research was to examine whether consumer attachment and perceived value plays a mediating role in the relationship between social network relationships, social media influencer characteristics, and consumer purchase intention. The population consisted of consumers in the Chinese online community who buy cosmetics products marketed on a social network platform. The samples were 600 respondents to a survey collected by an online questionnaire. The statistics used to analyze data were descriptive and structural equation model analysis. The study results revealed that social network relationships positively influence consumer purchasing intentions through consumer attachment and perceived value. This indicates that consumer attachment plays a mediating role in the influence of social network relationships on consumers' purchase intentions. However, the social media influencer characteristics has no significant impact on perceived value. Therefore, perceived value also plays no mediating role in the effect of social media influencer characteristics on consumer purchase intentions. Furthermore, it was found that consumer attachment and perceived value have a chain mediating role between social network relationships and consumer purchase intentions. The research findings indicate that social media influencer marketing plays a significant role within social networks. They also provide a chain mediation model that reveals the complex connection between consumer attachment, perceived value in the relationship between social network relationships, and consumer purchase intentions. This model enriches the existing theoretical framework of consumer behaviour by understanding the multidimensional impacts of consumer behaviour in the context of social networks. Moreover, it can also offer novel concepts for marketing managers to build online marketing strategies for the Chinese cosmetics sector. 2024-01-01T00:00:00Z http://www.repository.rmutt.ac.th/xmlui/handle/123456789/4791 Title: Influence of Entrepreneurial Orientation and Entrepreneurial Action Learning on Entrepreneurial Performance of SMEs in Sichuan Province of China Authors: Fen He Abstract: The purpose of this study was to investigate the effects of entrepreneurial orientation and entrepreneurial action learning on the entrepreneurial performance of small and medium-sized enterprises (SMEs) in Sichuan province, China, with entrepreneurial action learning acting as a mediating variable and dynamic capability as a moderating variable. Data were collected from 629 respondents through a questionnaire survey. Stratified random sampling was used for selecting qualified respondents. This study constructed three models. In Model 1, entrepreneurial orientation had a positive effect on entrepreneurial performance, entrepreneurial orientation had a positive effect on entrepreneurial action learning, and entrepreneurial action learning had a positive effect on entrepreneurial performance. Additionally, entrepreneurial action learning acted as a partial mediator between entrepreneurial orientation and entrepreneurial performance. Model 2 and Model 3, respectively validated the positive moderating effect of dynamic capability between entrepreneurial orientation and entrepreneurial performance, and the positive moderating effect of dynamic capability between entrepreneurial action learning and entrepreneurial performance. The research indicated that small and medium-sized enterprises could not only improve entrepreneurial performance by strengthening entrepreneurial orientation, but also promote long-term sustainable development by cultivating and utilizing entrepreneurial action learning and dynamic capability. 2024-01-01T00:00:00Z