Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
Assumption University of Thailand
October 30, 2020
Co-hosted by
CONFERENCE PROCEEDINGS
AU VIRTUAL INTERNATIONAL CONFERENCE 2020
ENTREPRENEURSHIP AND SUSTAINABILITY IN THE DIGITAL ERA
Editor-in–chief
Dr. Kitikorn Dowpiset
Associate Editor
Dr. Bhumiphat Gilitwala
Managing editors
Dr. Marrisa S.C.L Fernando Dr. Seongdok Kim Dr. Dinesh Elango
Dr. Amit Kumar Nag Dr. Aviral Kumar Tiwari
Dr. Prof. Dr. hc Sander Marten Schroevers
AUTHOR
Graduate School of Business – Assumption University of Thailand
COPYRIGHT
All rights are reserved except for any uses permitted under the Thailand copyright Act. These
Abstracts may be downloaded, displayed, printed, and reproduced in an unaltered form only
for personal non-commercial use or for use within an organization. Copyright for the papers in
this collection remains with the author(s) of the particular paper in question.
DISCLAIMER
The responsibility for opinions expressed in article, studies and other contributions in this
publication rests solely with their authors, and this publication does not constitute an
endorsement by the Assumption University or the Conference of the opinions so expressed in
them All reasonable efforts have been made to ensure the quality and accuracy of these
proceedings at the date of publication. Neither the authors nor the editors nor the publishers can
accept any legal responsibility for any errors or omissions that may be contained herein, nor for
any direct, implied, incidental or consequential damages resulting from the use of this
publication.
Assumption University of Thailand Graduate School of Business
592 Ramkhamhaeng 24 Rd. Hua Mak, Bangkok Thailand - 10240
Tel. +66 (2) 300 4543-62 Ext.1360-1 Tel. +66 (2) 719 1521
Website: www.auconference.au.edu Email: auconference.au.edu
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Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
Assumption University of Thailand
October 30, 2020
Co-hosted by
TABLE OF CONTENTS Page
6
Conference Committee 8
About Assumption University (AU) 9
About the Bhopal School of Social Sciences (BSSS)
About Rajagiri Centre for Business Studies 10
About Heilongjiang International University 11
Message From the Dean of Graduate School Assumption University 13
About Icesde 2020 14
Keynote Speaker Profile 17
Virtual Presentation Schedule 18
Conference Proceedings 24
A Model for Evaluating Online Game Players: A Study of Enjoyment, Interaction, Flow 25
Experience, and Motivation towards Attitude and Intention Behavior in China
Yongshi Wang and Sirion Chaipoopirutana 45
Measurement and Validation of Entrepreneurial Competency Scale 62
Associate Professor Minimol M.C.
72
The Development of Higher Secondary Business Skills Learning Model Using Whole 80
Brain Literacy (wbl) in Tenth Grade Students Montfort College Secondary Section, 89
Thailand
Warinthrone Vasuwat and Nopasit Chakpitak 104
A Study on Sustainability of Education During Covid19 in India 114
Ishpreet Kaur Saini
In The Schools in Pema Gatshel District, Eastern Bhutan 126
Dhendup Gyeltshen and Panchit Longpradit
Four Day Workweek a Magic Trick or A False Impression: Sustainability Analysis in 134
The Digital Era
Durdana Ovais, V. Selvalakshmi Bharatan, Shubham Choudhary and Geetanjali Shrivastava
The Influences of Healthy Workplace and Stakeholders’ Support on Professional
Standards and Competencies of School Counsellors in Bhutan
Tempa Nima and Poschanan Niramitchainont
The Impact of Consumers’ Satisfaction and Repurchase Intention on E-commerce
Platform: A Case Study of the Top Three E-commerce in Bangkok
Chonthicha Khanijoh
Gender Im/Balance in the Hospitality Industry: A Study on General Managers in
Thailand
Vorakarn Chalermchaikit
Exploring factors influencing training effectiveness toward job performance of Five
Stars Hotel in Bangkok: A case of ABC Hotel
Sirianong Buddeekham and Somchai Tantasanee
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158
An investigation of Factors Affecting of Service Quality, Trust, Satisfaction on Online
Repurchase Intention and Willingness to Recommend in China 172
Jie Liu and Sirion Chaipoopirutana 179
Handling Covid-19 Pandemic Crisis to Sustain the Hotels Business
Suanghatai Trongjitraksa 187
Adaptation of Work from Home or Anywhere in the Hospitality and Tourism Industry 195
in Myanmar
Nway Nway Ei 203
A Study on the Impact of COVID-19 crisis on Three-Four Star Hotels in Myanmar
Tin May Oo 210
The Changing Face of Thai Tourist Decision-making and Consumption 217
Responses/Behavioural post-COVID 19
Md. Saif Hassan 226
Travel Stress and Stress-Coping Strategies Adapted by International Tourists and
Travel Organization’s Awareness in Bangkok 233
Piyush Mathur
The Challenges of MICE Industry After Covid-19 in Myanmar 243
May Me Phu
The Mediating Role of Adjusted Expectations in the Relationship between Customer 258
Satisfaction and Online Repurchase Intention of Sportswear Retailers in UK 263
Rithavee Plikarnon, Piyathida Praditbatuga and Santhiti Treetipbut
Small tourism enterprises sustain and plan their Businesses during COVID-19 in 273
Bangkok 281
Yadan Bai
Importance and Performance analysis of distance education for Radio and Television
University of China students in China
Xinyan Wang and Apichart Intravisit
A Study On Shopper’s Experience in Shopping Mall Based On the Service Quality
Factors Offered with Reference to Lulu Mall, Kochi
Felix Eapen Thomas and Smitha Siji
Factors Influencing Customer Satisfaction in Airline Industry: The Case of M Airways
Thidarat Tangthaweetham, Piyathida Praditbatuga and Santhiti Treetipbut
An Empirical Research on Factors influencing Customer Satisfaction and Behavioral
Intention to Repurchase towards Fast Food Restaurant in Dhaka, Bangladesh.
Syeda Karishma Mumtaz and Sirion Chaipoopirutana
The Opportunities for Virtual Tourism During Social Distancing
Naruemon Sirisungsuchol
The Mediating Role of Adjusted Expectations in the Relationship between Customer
Satisfaction and Online Repurchase Intention of Sportswear Retailers in UK
Rithavee Plikarnon, Piyathida Praditbatuga and Santhiti Treetipbut
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The Influence of Family Resource, Money Attitudes, Self-Control towards Materialism: 308
The Case of Generation Y in Bangkok Metropolitan 314
Sararat Thongbaisri and Ekkachai Boonchuaymetta 319
The Influence of Investment Knowledge and Risk Perception on Mutual Fund Choices 333
among Millennials Investors in Bangkok Metropolitan Area 342
Muktapa Leelapamornkit and Thananporn Sethjinda 349
Factors Affecting Intention to Purchase Decision Energy Drink in Thailand 359
Apirati Pichayadecha and Papitchaya Wisankosol 371
The Trump's twitter effect in financial indexes 382
Wasawat Dumrongvachiraphan
The Impact of Transformational Leadership Styles on Employee Engagement in a Sugar 395
Factory 409
Wichian Srichaipanya, Piyathida Praditbatuga and Santhiti Treetipbut 416
The Influence of Transactional Leadership on Employee’s Job Satisfaction: A Case of
Ktk.97 Subcontractor Company 437
Jutharat Reungrit, Piyathida Praditbatuga and Santhiti Treetipbut
An Integrated Model of Factors Affecting Website Adoption, Perceived Risk and Trust
on Online Shopping Intention in China
Zongwen Xia and Sirion Chaipoopirutana
A Study of Customer’s Satisfaction towards Boots Pharmacy in Thailand
Na Shi and Preecha Methavasaraphak
Perceived Impact of the Population on the Khlong Thai Project
Sujira Vuthisopon and Amnuay Saengnoree
An Empirical Investigation in Game Control Users: A Study of Factors Affecting of
Social Media Advertising, Social Media Promotion, E-WOM, and Brand Image on
Purchase Intention in China
Ningqin Li
Empirical Research in Online Repurchase: An Assessment of Ease of Use, Security,
Private Concern, Trust, and E-satisfaction on Online Shopper in China
Renyan Wang
Factors Related to Leadership of Female Lecturers at a University in Guangxi Province,
China
Jiabao Cao
An Empirical Investigation of Factors Affecting Service Quality, Trust, Image, Perceived
Value, and Customer Satisfaction on Passenger’s Repurchase Intention Towards Low-
Cost Airline in Thailand
Kathabhon Thanalerdsobhon
The Influence Factors That Affect to Employee Retention: (A Case Study in One of the
Tops Electricity Organization in Thailand)
Supitcha Panich, Chompu Nuangjamnong and Kitikorn Dowpiset
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448
Expert and Customer’s Insights on purchasing Considerations: A Case of Fabric Curtain 458
Products in Thailand 465
Prariprat Sukhumalanon, Chompu Nuangjamnong and Kitikorn Dowpiset 477
Association Between HBA1C and Inflammatory Markers: HS-CRP and Homocysteine
Hathaichanok Kotchapetch, Jarasphol Rintra and Phakkharawat Sittiprapaporn 490
The Influence of Social and Economic Context Factors on Student’s Entrepreneurial 510
Intent – A Comparative Analysis 521
Matthias Liedtke and Prof. Dr. Reza Asghari 529
An Integrated Model of Influence of Perceived Quality, Perceived Value, Brand 542
Association, Brand Awareness and Brand Uniqueness on Brand Loyalty Towards a 552
Luxury Brand in Bangkok, Thailand. 560
Suwanan Chansuk and Sirion Chaipoopirutana 567
Factors Affecting the Purchasing Decision Facial Skincare Products of Working Women 576
in Bangkok Metropolis during Economic Recession Period 585
Pusanisa Boonmangmee and Preecha Methavasaraphak
Antecedents and Consequences of Customer Satisfaction and Loyalty: An Empirical
Study of Popular Cafe in Mandalay, Myanmar
May Thu Kyaw and Sirion Chaipoopirutana
Examining Factors Influencing Brand Loyalty towards Fast Fashion Brand in Dhaka,
Bangladesh
Antara Chowdhury and Sirion Chaipoopirutana
Factors Affecting On High School Teachers’ Comptence at Private High School in
Yangon, Myanamr During Pandemic Covid-19
Hnin Su Wai and Prasak Santiparp
Factors Impacting the Continued Use of Social Media: A Case Study of Senior Citizens
in Bangkok
Yanisa Deeananlarp, Chompu Nuangjamnong and Kitikorn Dowpiset
A Study on Impact of Covid-19 and Potential Opportunities for India’s Foreign Trade
Shubhra Bhatia, Dr. Neeta Vaydande and Dr. Vinod Kumar Adwani
The electronic service quality structural equation model for customer satisfaction and
loyalty in online food purchases through Grab Food application in Thailand.
Sujira Vuthisopon
The Synthesized body of knowledge for Thai Political Movement
under Thai Politics B.C. 2004-2016
Yuttaporn Issarachai
A Conceptual Study about Psychological Struggles of Third Gender at “KUMBH
Dr.Mansi Tiwari, Dr.Sumit Narula, Dr.Garima Mathur and Prof. Suvijna Awasthi
Impact of Parent Involvement on Secondary School Students’ Academic Performance in
Samtse District, Bhutan
Singye and Arisara Leksansern
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Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
Assumption University of Thailand
October 30, 2020
Co-hosted by
CONFERENCE COMMITTEE
AU Virtual International Conference 2020
“Entrepreneurship and Sustainability in the Digital Era”
Board of Directors
Rev. Bro. Dr. Bancha Seinghiran Advisory
Asst. Prof. Dr. Kitti Phothikitti Dean
Dr. Kittikorn Dowpiset Associate Dean
Asst. Prof. Dr. Chaninthorn Jittawiriyanukoon Committee
Asst. Prof. Dr. Adarsh Batra Committee
Dr. Rawin Vongurai Committee
Dr. Apichart Intravisit Committee
Dr. Thananporn Sethjinda Committee
Dr. Wisaroot Pariyaprasert Secretary
Conference Committee
Asst. Prof. Dr. Kitti Phothikitti Chairman
Dr. Kittikorn Dowpiset Vice Chairman
Dr. Bhumiphat Gilitwala Committee
Dr. Dinesh Elango Committee
Dr. Marrisa S. C. L. Fernando Committee
Dr. Seongdok Kim Committee
Dr. Wisaroot Pariyaprasert Committee
Dr. Apichart Intravisit Committee
Mr. Rangsan Traibutra Committee
Ms. Nitchaya Janin Committee
Mr. Issara Sornkhaow Committee
Ms. Wanatchporn Laoha Committee
Ms. Siritorn Dumrongsukit Committee
Ms. Thanyanan Poojantuk Committee
Mr. Nut Thungfang Committee
Ms. Napatchakorn Narunwarot Committee
Ms. Methinee Noycharoen Committee
Academic Committee (Peer Reviewers)
Dr. Amit Kumar Nag The Bhopal School of Social Sciences (BSSS)
Dr. Ms. Smitha Pillai The Bhopal School of Social Sciences (BSSS)
Dr. Ms. Geetanjali Shrivastava The Bhopal School of Social Sciences (BSSS)
Dr. Ms. Durdana Ovais The Bhopal School of Social Sciences (BSSS)
Dr. Sumit Narula Amity University, Gwalior, Madhya Pradesh
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Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
Assumption University of Thailand
October 30, 2020
Co-hosted by
Dr. Aviral Kumar Tiwari Rajagiri Centre for Business Studies
Dr. Shashank Mittal Rajagiri Centre for Business Studies
Dr. Smitha Siji Rajagiri Centre for Business Studies
Dr. Rishabh Rathore Rajagiri Centre for Business Studies
Prof. Dr. hc Sander Marten Schroevers Heilongjiang International University
Prof. Dr. Sukhee Gombo Heilongjiang International University
Dr. Lara Martin Heilongjiang International University
Dr. Kittikorn Dowpiset Assumption University of Thailand
Dr. Rawin Vongurai Assumption University of Thailand
Asst. Prof. Dr. Adarsh Batra Assumption University of Thailand
Dr. Marrisa S. C. L. Fernando Assumption University of Thailand
Dr. Seongdok Kim Assumption University of Thailand
Dr. Sirichai Preudhikulpradab Assumption University of Thailand
Dr. Papitchaya Wisankosol Assumption University of Thailand
Dr. Aaron Loh Assumption University of Thailand
Dr. Piyathida Praditbatuga Assumption University of Thailand
Dr. Satha Phongsatha Assumption University of Thailand
Dr. Thanawan Phongsatha Assumption University of Thailand
Assoc. Prof. Dr. Varughese K. John Assumption University of Thailand
Dr. John Barnes Assumption University of Thailand
Asst. Prof. Dr. Chittipa Ngamkroeckjoti Assumption University of Thailand
Asst. Prof. Dr. Sirion Chaipoopirutana Assumption University of Thailand
Dr. Vorapot Ruckthum Assumption University of Thailand
Dr. Chompu Nuangjamnong Assumption University of Thailand
Dr. Dinesh Elango Assumption University of Thailand
Dr. Bhumiphat Gilitwala Assumption University of Thailand
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Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
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October 30, 2020
Co-hosted by
ABOUT ASSUMPTION UNIVERSITY (AU)
The St. Gabriel Foundation, a worldwide organization founded in France in 1705, is responsible
for the establishment and administration of Assumption University. The Foundation has been
dedicated to education and philanthropic activities in Thailand for more than 100 years and it now
operates 14 educational institutions providing all levels of education. Assumption School of
Business was initially founded in 1969, and in 1972 it became Assumption Business
Administration College (ABAC). In 1975 the Ministry of University Affairs accredited ABAC
and later in 1990 it was accredited as a fully-fledged university, and renamed as Assumption
University (AU). The University is administered by a Council which takes policy initiatives and
provides guidance for long-term planning and the formulation of control procedures.
Today, AU is considered the leading private university in Thailand in the fields of Business,
Management and Information Technology as demonstrated by the placement of many of its
graduates in key management and technological positions in industry, government, banking and
multinational conglomerates worldwide.
The University’s curriculum is patterned after the American semester hour credit system and
most textbooks are similar to those used in international universities. Graduates receive an
education that is both globally marketable and flexible, leading to highly productive careers
within the various sectors of society from which the students come and to which they aspire to
be.
CAMPUSES
Assumption University maintains three campuses: the original campus located at Hua Mak, the
new campus at Suvarnabhumi, and the City Campus, which is located on the 14th floor of the
ZEN Department Store @ Central World in the center of Bangkok.
Hua Mak Campus
The original campus is a compact, vertical campus comprising 17 buildings with the tallest
having a total of 16 floors. A small lake surrounded by lush gardens and seating is a focal point of
beauty and tranquility. Food, convenience and service shops to support student needs surround
the campus. This will become the home of postgraduate faculties in the near future.
The Suvarnabhumi Campus
The Suvarnabhumi Campus, constructed as a “University in a Park”, comprises 200 acres of a
beautifully landscaped assembly of mixed architecture surrounded by lush, tropical gardens and
trees. Designed to host the university’s undergraduate degree programs, it offers everything: a
meeting/exhibition center, hotel, non-coeducational dormitories, a magnificent chapel, a
museum, three academic halls, and much more.
The centerpiece of the campus is the Cathedral of Learning, a 39-storey tower which houses
student support services, the library, reception halls, seminar rooms and offices. Transportation
between the two campuses is convenient and inexpensive. Shuttles run throughout the day
between various points in Bangkok and the Suvarnabhumi Campus
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ABOUT THE BHOPAL SCHOOL OF SOCIAL SCIENCES (BSSS)
The Bhopal School of Social Sciences was founded in the year 1972-at the initiative of Most Rev
Dr. Eugene D' Souza, the then Archbishop of Bhopal-in response to the need of the time for a broad-
based, job-oriented curriculum with an initial focus on social service and entrepreneurship. The
institution is supported and managed by the Archdiocese of Bhopal through the BSSS Foundation
Society chaired by the Archbishop of Bhopal.
Since its inception, the College has adopted an integrated and comprehensive approach to learning
in order to achieve academic excellence. This vision has been the cornerstone of our growth in the
last 49 years as we gradually adopted new programs, initiated innovative learner strategies, and
took bold steps to go beyond the prescribed curriculum with a view to transform knowledge into
affirmative action.
Initially known for its Social Sciences and Management courses, the College grew and diversified
with the introduction of courses in Commerce, Information & Technology, Science and Physical
Education. Catering to the high demand for Commerce subjects, the College offers a wide range of
options including an honours course as well as specializations in Foreign Trade, Travel and
Tourism, Banking and Insurance, Taxation, Computer Applications, Advertising, Sales Promotion
& Sales Management. Subsequently, post graduate courses in Social work, English Literature,
Commerce, Economics, Computer Applications, Sociology, Political Science, Psychology and
Business Administration followed. Presently, our Humanities portfolio includes 4 undergraduate
honours programs in Social Work, Economics, English literature and Psychology. The College also
runs two international MBAs through collaboration with Assumption University, Bangkok and
Under Graduate Courses in collaboration with Concordia College, USA. We also have tie-up with
IMA, US and ACCA, UK.
With the objective of widening the educational experience of our students as well as to encourage
inter-disciplinary learning, the College offers 41 certificate courses and 6 diploma courses. The
Business English Certificate course of Cambridge University offered at three levels: Preliminary,
Vantage and Higher further enhance the value of the degree courses.
The strength of our ideology was put to a litmus test, first in 2006, and subsequently in 2012 and
2017 by NAAC. On all the three occasions, our claim to excellence was validated through an 'A'
Grade certificate. The College has already been granted autonomy in May 2013 and extension of
autonomy in 2019 for another term of five years.
Our endeavours have always been encouraged and guided by our Chairman, Most Rev. Dr Leo
Cornelio, the Archbishop of Bhopal Diocese. Spearheaded by his vision of global education,
peaceful resolution of conflict, social equality and high standards of personal conduct, we hope to
scale new heights in the world of academia and create a conducive environment for intellectual,
social, moral and spiritual growth of the world we live in.
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Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
Assumption University of Thailand
October 30, 2020
Co-hosted by
ABOUT RAJAGIRI CENTRE FOR BUSINESS STUDIES
Rajagiri College of Social Sciences (RCSS) was the first institution established under the banner
of Rajagiri Vidyapeetham. Envisaged as a centre of excellence in the field of higher education,
RCSS currently provides high quality education, research, training and consultancy in the area of
Social Work, Management, Computer Science and Library Science. RCSS began as the Department
of Social Work at Sacred Heart College, Thevara in 1955.
Initially the Department was offering one-year Diploma in Social Services (DSS), affiliated to
Madras University, subsequently two year Masters Degree programme in Social Work (MSW) with
specialization in Community Development, Medical & Psychiatric Social Work, Family and Child
Welfare, Social Work Administration and Personnel Management and Industrial Relations was
introduced. The Department of Social Work was relocated to Hill Campus at Kalamassery, in 1967
and in the year 1980 the Department was elevated to the status of an independent college affiliated
to Kerala University. As per the recommendations of the University Grants Commission (UGC),
in 1984 the specialization of Personnel Management and Industrial Relations was delinked from
MSW course and was offered as a full fledged two year post graduate management programme,
M.A (PM&IR).
This programme was later revamped and rechristened as Master of Human Resource Management
(MHRM). To meet the growing demand for quality management education in Kerala the College
offered Master of Business Administration (MBA), with affiliation to Mahatma Gandhi University,
Kottayam in 1995. This was folllowed by Rajagiri International School for Education and Research
(RISER) in 1998, three years postgraduate programme in Computer Applications (MCA) in 2001,
Bachelor of Social Work (BSW) in 2002, and Bachelor of Library Science (BLiSc) in 2005. From
the Hill Campus in Kalamassery the Departments of Human Resource Management and Business
Administration of RCSS was shifted to the sprawling and picturesque Valley Campus in Kakkanad
in 2001.
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Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
Assumption University of Thailand
October 30, 2020
Co-hosted by
ABOUT HEILONGJIANG INTERNATIONAL UNIVERSITY
Heilongjiang International University(HIU) was first established in 1993 as Harbin Star Foreign
Language College, the first institute in Heilongjiang to develop Sino-foreign co-operation in
education. Since April 2011, it has been known as Heilongjiang International University, the
leading private university in the province of Heilongjiang, which is a university passionate about
languages and international studies.
HIU has 10 faculties and schools and 30 bachelor degree programmes, covering the filed of foreign
languages, international business, accounting and finance, hospitality management, art and design
and computing science etc. There are 10180 full-time students and over 600 teachers at HIU. With
celebrating 27 years of teaching excellence, we have taught over 20,000 students inspired 5,000
students to study abroad. The latest student’s satisfaction rates were 90%, well above the national
average, and our employable rate was a 93%. We are proud to be ranked 26th and a five-star
university in the national private universities table.
HIU is a friendly and welcoming university with a diverse mix of nationalities from all over the
world. We have a strong emphasis on delivering education with an international perspective. We
have much to offer our international students with an excellent choice of courses available for
students in a variety of languages and flexible durations. In the last two years, over 1000 students
have gone abroad to study or work in internships with one of HIU’s 104 partners in 32 countries.
HIU is a recognized language testing centre for a number of foreign language examinations such
as Cambridge English MSE, TestDaf, DELE, CELI, Russian language test etc. We are also a proud
of member of international alliances and networks, such as Network of International Business
Schools, Association of Asian Universities etc. HIU also has collaboration with University
Quisqueya in Haiti to co-build the Confucius classrooms ,which supports with Chinese language
and culture teaching.
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Au Virtual International Conference 2020
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MESSAGE FROM ASSUMPTION UNIVERSITY
The theme of the International Conference on Entrepreneurship and Sustainability in the Digital
Era (ICESDE) truly reflects the principle of the upcoming Thailand’s Ninth National Policy and
Strategy for Research (2017 – 2021). From its current principle emphasizing the quality research
works for balanced and sustainable development, the new national policy and strategy for
research will soon focus on situating Thai educational system onto the community of
intellectuality and learning, congruent with the country’s economic, socio-political, and cultural
mechanism. Such should be managed with efficient manners and potentials, competitive in the
international arena.
As the Kingdom’s pioneer of international learning module, Assumption University has always
been aware of what academic and research works would bring to the institute and the community
alike. Not only does a creation of research study form a principal mission of an institute, it also
paves ways toward academic innovation. Creation of academic research means opportunity and
inspiration for all concerned to act and react towards dynamism of their consumption, interaction
at home and abroad, through which digital culture intertwines within ones’ livelihood. The
gathering of academics’ members, graduate students, and scholars alike at this conference
therefore bring about greater learning stages and true exchanging of knowledge principles.
Assumption University wishes to extend a warm welcome to all participants of this conference
at our Hua Mak Campus. Our appreciation goes to the participating institutes, organizations,
students and committees who make this event possible. May this conference lead to broader
benefits for individuals, organizations, and society at large in a truly sustainable outcome.
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MESSAGE FROM THE DEAN OF GRADUATE SCHOOL
ASSUMPTION UNIVERSITY
It is indeed a great privilege for the Graduate School of Business,
Assumption University, to host the International Conference on
Entrepreneurship and Sustainability in the Digital Era (ICESDE).
The conference marks not only an important milestone of
Assumption University, but also a significant event on which
selective papers from both domestic institutes and international
institutes would be presented and discussed. Such works reflect
great efforts, endurance and integration of comprehensive
perspectives.
We wish to extend our appreciation and our heartfelt thanks go to
the scholars, professors, experts, and faculty members for their
insightful selection of the research papers and for their
suggestions. The Graduate School of Business owes it a great deal
to the kindness, generosity, and guidance of the Executives of
Assumption University, Deans and Directors of all schools
concerned with the making of the conferences. A big thank is
offered to all sub-committee members and the staff for their
contribution and tireless assistance to have made this event
possible.
As an interdisciplinary forum, the conference brings together
scholars, practitioners, and graduate students from the region and
beyond to discuss their research findings on how environmental-
friendly and socially-inclusive growth and success can be
sustained in the digital era, in Thailand in particular as it recently
embarked on Industry 4.0. Keynote and feature speakers will
provide a variety of perspectives on the conference themes. I
strongly wish that such creation of new knowledge at this forum—
be it from the papers being presented or from the exchange and
discussion over the presentations—would produce the added
values on our mutual quest for knowledge, thereby benefiting our
respective communities and countries.
Asst. Prof. Dr. Kitti Phothikitti
Dean, Graduate Studies
Dean, Graduate School of Business
Assumption University of Thailand
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Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
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October 30, 2020
Co-hosted by
ABOUT ICESDE 2020
AU Virtual International Conference 2020 “Entrepreneurship and Sustainability in the
Digital Era” Assumption University of Thailand
October 30, 2020
www.auconference.au.edu
The Graduate School of Business at Assumption University is hosting a Virtual International
Conference on Entrepreneurship and Sustainability in the Digital Era (ICESDE) on October
30, 2020.
As an interdisciplinary forum, the conference will bring together scholars, practitioners, and
graduate students from the region and beyond to discuss their research findings on how
environmental-friendly and socially-inclusive growth and success can be sustained in the digital
era, in Thailand in particular as it recently embarked on Industry 4.0. Keynote and feature
speakers will provide a variety of perspectives on the conference themes.
Amid the use of electronics and information technology in the digital community, people are
living in the exponential pace, disrupted almost every industry in every country and the breadth
and depth of the digital economy transformed the entire business systems, ranging from
production, management to governance.
Billions of people connected by mobile devices, with unprecedented processing power, storage
capacity, and access to knowledge, are unlimited, multiplied by emerging technology
breakthrough in fields such as artificial intelligence, robotics, the Internet of Things, autonomous
vehicles, 3-D printing, nanotechnology, materials science, energy storage, and quantum
computing.
Objectives
The sustainable entrepreneurship or social entrepreneurship is the business to solve problems
related to social and environmental sustainability with good causes to turn the world problems
into business opportunities by sustainable innovation.
Challenges and Opportunities
Most large corporations or organizations gain from the digital economy to have direct and fast
access to their customers or clients to raise their global revenues, reduce cost of business
operations, and improve the quality of life for populations around the world.
The challenges are that the Small and Medium – sized Enterprises (SMEs), or newly established
and fast growing business (Start – up) must be digitalized transformed to quickly meet a market
place need, improve the communication channels to their customers or clients, and offer
innovative products, processes or services. They also need to create their sustainable digital
transformation to serve any new customers’ need, significantly disrupted existing industry value
chains with agility, novelty, mobile digital platform, digital marketing research and development,
quality and delivery speed of products/processes/services, and competitive price.
The opportunities of SMEs or start-ups are that the customers or clients access to affordable
14
Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
Assumption University of Thailand
October 30, 2020
Co-hosted by
products, processes and services in the digital planet. The possible opportunities are to create the
niche market, a small market segment, to satisfy specific market needs, affordable price range,
high quality products/processes/services, and demographics. For example, Grab tax mobile
application, online flight booking, product/process/service test before actual purchase via online
store website, etc.
CALL FOR PAPERS
The ICESDE organizing committee invites presenters and participants to submit their papers and
attend the conference, which will enable them to earn academic credentials, exchange views with
personalities from a broad range of disciplines, share common interests in current issues, and
help to build the breadth and depth of knowledge necessary for creating a sustainable
environment.
Research Papers accepted for presentations will be published on the ICESDE Proceedings
and some papers may be published in the following Assumption University Journals: AU-
GSB e-Journal and AU ODI Journal and AU YIE e-Journal all of which are listed in the Thai-
Journal Citation Index Centre.
Submission Paper
Please follow the following steps:
Submissions-Online submissions at
http://www.assumptionjournal.au.edu/index.php/ICESDE
RECCOMMENDED TOPICS
The following is by no means an exhaustive list of the topics of interest for submission. It is just
to give an idea of the various issues that could possibly be discussed by participants. We welcome
contributions on ANY topics that authors feel can contribute to the advancement of knowledge
in the areas covered by the conference’s main themes.
Business Management
Social Sciences
Health Care Management
Hospitality and Tourism Management
Organization Development
Innovative, Creative and Technology Management
IMPORTANT DATES
1 Sep. – Oct. 15, 2020 Call for papers
Editorial initial decision within 3-5 working days after submission.
1 Sep. - 25 Oct. 2020 Registration and payment to proceed to peer review
1 Sep. – Oct. 15, 2020 Peer review final decision and feedback
15 - 25 October 2020 Deadline for submission for qualified paper for presentation
30 October 2020 Conference and Presentations
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Au Virtual International Conference 2020
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Assumption University of Thailand
October 30, 2020
Co-hosted by
REGISTRATION FEE / PAPER
Paper Presenters 2,000 THB for Thai participation
Non-presenting Attendance 70 USD for International participants
500 THB/ 20 USD
CONFERENCE AGENDA
AU Virtual International Conference 2020 “Entrepreneurship and Sustainability in the Digital
Era” Assumption University of Thailand
October 30, 2020
09:00-9:30 Registration
09:30-10:00 Welcoming Speech
by Asst. Prof. Dr. Kitti Phothikitti
Dean, Graduate Studies
Dean, Graduate School of Business
10:00-11:45 Keynote “Crisis: Danger & Opportunities”
by Douglas Abrams
Founder and CEO of Expara and Expara IDM Ventures, Singapore’s
Leading Incubator Fund
13:00-17:00 Virtual Presentation of Research Articles
16
Au Virtual International Conference 2020
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Assumption University of Thailand
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Co-hosted by
KEYNOTE SPEAKER PROFILE
Douglas Abrams is the founder and CEO of Expara and Expara IDM Ventures, Singapore’s leading
incubator fund. He has launched two seed stage (Expara IDM Ventures I and II) and two early- stage
venture funds (Extream Ventures and Expara Ventures III) in Singapore since 2007. Douglas is the
Managing Director of Expara Ventures Thailand, Expara Vietnam and Expara Malaysia. He was the
founding partner of Parallax Capital Management, a funds management company, focused on real estate
private equity investment and early-stage venture capital. Prior to coming to Singapore in 2000, Douglas
managed information technology at JPMorgan for 14 years. From 1997 to 1999, he was the Global
Markets Head of Internet Marketing, and from 1991 to 1997, he was the VP and Manager of Investment
Banking Technology.
Douglas is an Adjunct Associate Professor at the National University of Singapore’s (NUS) Business
School, where he has lectured on New Venture Creation for undergraduates and Technopreneurship for
graduate students since 2001. He has been a Visiting Professor in Venture Capital for the Sasin Graduate
Institute of Business Administration at Chulalongkorn University in Bangkok since 2007. Douglas was
the former Chairman of the Business Angel Network of South East Asia (BANSEA) and has been a
Director since 2002. He served on the board of the Media Development Authority of Singapore (MDA)
from 2009-2010.
Douglas graduated from the Annenberg School, University of Pennsylvania with a BA in
Communications and received an MBA from The Wharton School.
17
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Assumption University of Thailand
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Co-hosted by
VIRTUAL PRESENTATION SCHEDULE
AU Virtual International Conference 2020
Room Name: Assumption Room
Panel Chairperson: Asst. Prof. Dr. Sirion Chaipoopirutana
Panel Member: Dr. John Barnes
Panel Member: Dr. Dinesh Elango
Room Controller: Wanatchaporn Laoha
No Code TOPIC Authors Time Slot
Suanghatai Trongjitraksa 13.00 to 13.20
1 4884 Handling Covid19 Pandemic Crisis Nway Nway Ei 13.20 to 13.40
13.40 to 14.00
to Sustain the Hotels Business 1. Muktapa Leelapamornkit
2. Thananporn Sethjinda 14.00 to 14.20
2 4885 Adaptation of Work from Home or
1. Yongshi Wang 14.20 to 14.40
Anywhere in the Hospitality and 2. Sirion Chaipoopirutana
15.00 to 15.20
Tourism Industry in Myanmar 1. Tempa Nima
2. Poschanan Niramitchainont
3 4957 The Influence of Investment
1. Singye
Knowledge and Risk Perception on 2. Arisara Leksansern
Mutual Fund Choices among
Millennials Investors in Bangkok
Metropolitan Area
4 5014 A Model of Evaluating Online
Game Players A Study of Factor
Affecting of Enjoyment,
Interaction, Flow Experience, and
Motivation on Attitude and
Intention Behavior in China
5 5017 The Influences of Healthy
Workplace and Stakeholders’
Support on Professional Standards
and Competencies of School
Counsellors in Bhutan
6 5020 Impact of Parent Involvement on
Secondary School Students’
Academic Performance in Samtse
District, Bhutan
18
Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
Assumption University of Thailand
October 30, 2020
Co-hosted by
Room Name: De Montfort Room
Panel Chairperson: Dr. Witsaroot Patiyaprasert
Panel Member: Asst. Prof. Dr. Chittipa Ngamkroeckjoti
Panel Member: Dr. Chompu Nuangjamnong
Room Controller: Siritorn Dumrongsukit
No Code TOPIC Authors Time Slot
1 4894 A Study on the Impact of COVID-19 Tin May Oo 13.00 to 13.20
crisis on Three-Four Star Hotels in
Myanmar
2 4896 The Changing Face of Thai Tourist Md. Saif Hassan 13.20 to 13.40
Decision-making and Consumption
Responses/Behavioral post-
COVID19
3 4920 Importance and Performance analysis 1. Xinyan Wang 13.40 to 14.00
of distance education for Radio and 2. Apichart Intravisit
Television University of China
students in China
4 4931 Measurement and Validation of Minimol M.C 14.00 to 14.20
Entrepreneurial Competency Scale
5 4944 Microcelebrities: The New 1. Revathi Suresh Nair 14.20 to 14.40
Celebrities in the Digital Era 2. Bejoy John Thomas
6 4963 The Influence of Family Resource, 1. Sararat Thongbaisri 14.40 to 15.00
Money Attitudes, Self-Control 2. Ekkachai Boonchuaymetta
towards Materialism: The Case of
Generation Y in Bangkok
Metropolitan Chonthicha Khanijoh 15.00 to 15.20
7 4987 The Impact of Consumers’
Satisfaction and Repurchase
Intention on E-commerce Platform:
A Case Study of the Top Three E-
commerce in Bangkok
8 5008 An Empirical Investigation in Game Ningqin Li 15.20 to 15.40
Control Users: A Study of Factors
Affecting of Social Media
Advertising, Social Media
Promotion, E-WOM, and Brand
Image on Purchase Intention in
China
19
Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
Assumption University of Thailand
October 30, 2020
Co-hosted by
Room Name: Martin De Tours Room
Panel Chairperson: Asst. Prof. Dr. Chanintorn Jittawiriyanukoon
Panel Member: Dr. Piyathida Praditbatuga
Panel Member: Asst. Prof. Dr. Adarsh Batra
Room Controller: Nitchaya Janin
No Code TOPIC Authors Time Slot
13.00 to 13.20
1 4901 The Opportunities for Virtual Naruemon Sirisungsuchol 13.20 to 13.40
13.40 to 14.00
Tourism During Social Distancing 14.00 to 14.20
2 4906 Travel Stress and Stress-Coping Piyush Mathur 14.20 to 14.40
Strategies Adapted by International 14.40 to 15.00
Tourists and Travel Organization’s 15.00 to 15.20
15.20 to 15.40
Awareness in Bangkok 1. Felix Eapen Thomas 15.40 to 16.00
3 4924 A Study On Shopper’s Experience
In Shopping Mall Based On The 2. Smitha Siji
Service
4 4934 An Empirical Research on Factors 1. Syeda Karishma Mumtaz
influencing Customer Satisfaction 2. Sirion Chaipoopirutana
and Behavioral Intention to
Repurchase towards Fast Food
Restaurant in Dhaka, Bangladesh.
5 4950 The Development of Higher 1. Warinthrone Vasuwat
Secondary Business Skills Learning 2. Nopasit Chakpitak
Model Using whole Brain Literacy
(wbl) in Tenth Grade Students
Montfort College Secondary
Section, Thailand
6 4966 Factors Affecting Intention to 1. Apirati Pichayadecha
Purchase Decision Energy Drink in 2. Papitchaya Wisankosol
Thailand
7 4980 An Integrated Model of Factors 1. Zongwen Xia
Affecting Website Adoption, 2. Sirion Chaipoopirutana
Perceived Risk and Trust on Online
Shopping Intention in China
8 4996 Gender Im/Balance in the Vorakarn Chalermchaikit
Hospitality Industry: A Study on
General Managers in Thailand
9 5009 Empirical Research in Online Renyan Wang
Repurchase: An Assessment of Ease
of Use, Security, Private Concern,
Trust, and E-satisfaction on Online
Shopper in China
20
Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
Assumption University of Thailand
October 30, 2020
Co-hosted by
Room Name: St. Gabriel Room
Panel Chairperson: Dr. Maria S. C. L. Fernando
Panel Member: Dr. Rawin Vongurai
Panel Member: Dr. Vorapot Ruckthum
Room Controller: Issara Sornkhaow
N Cod TOPIC Authors Time Slot
13.00 to 13.20
oe 13.20 to 13.40
13.40 to 14.00
1 4910 The Challenges of MICE Industry May Me Phu
14.00 to 14.20
After Covid-19 in Myanmar 14.20 to 14.40
14.40 to 15.00
2 4919 Small tourism enterprises sustain Yadan Bai 15.00 to 15.20
15.20 to 15.40
and plan their Businesses during
COVID-19 in Bangkok
3 4928 Exploring factors influencing 1. Sirianong Buddeekham
training effectiveness toward job 2. Somchai Tantasanee,
performance of Five Stars Hotel in Ph.D
Bangkok: A case of ABC Hotel
4 4968 Trump's twitter effect in financial 1. Wasawat
indexes Dumrongvachiraphan
2. Nopphon Tangjitprom
5 5003 A Study on Sustainability of Ishpreet Kaur Saini
Education During Covid19 in India
6 5010 Factors Related to Leaderships of Jiabao Cao
Female Lecturers at a University in
Guangxi Province, China
7 5022 Experts and Customer’s Insights 1. Prariprat Sukhumalanon
on Purchasing Considerations: A 2. Chompu Nuangjamnong
Case of Fabric Curtain Products in
Thailand 3. Kitikorn Dowpiset
8 5044 Examining Factors Influencing 1. Antara Chowdhury
Brand Loyalty towards Fast 2. Sirion Chaipoopirutana
Fashion Brand in Dhaka,
Bangladesh
21
Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
Assumption University of Thailand
October 30, 2020
Co-hosted by
Room Name: St. Luise Room
Panel Chairperson: Dr. Seongdok Kim
Panel Member: Dr. Aaron Loh
Panel Member: Dr. Somchai Tantasanee
Room Controler: Thanyanan Poojantuk
No Code TOPIC Authors Time Slot
1. Na Shi 13.00 to 13.20
1 4995 A Study of Customer’s Satisfaction 2. Preecha Methavasaraphak 13.20 to 13.40
1. Hathaichanok Kotchapetch
towards Boots Pharmacy in Thailand 2. Jarasphol Rintra 13.40 to 14.00
3. Asst Prof. Dr. Phakkharawat
2 5026 Association between HBA1C and Sittiprapaporn 14.00 to 14.20
1. Matthias Liedtke
Inflammatory Markers : HS-CRP and 2. Prof. Dr. Reza Asghari 14.20 to 14.40
Homocysteine 1. Dhendup Gyeltshen 14.40 to 15.00
2. Panchit Longpradit
3 5029 The Influence of Social and Economic 15.00 to 15.20
Context Factors on Students‘ 1. Suwanan Chansuk 15.20 to 15.40
Entrepreneurial Intent – A comparative 2. Sirion Chaipoopirutana
analysis 1. Pusanisa Boonmangmee
2. Preecha Methavasaraphak
4 5032 An Evaluation on the Implementation of
1 Janil Shah
the Life Skill Education Program for its 2. Dr. Dinesh Elango
1. May Thu Kyaw
Enhancement in the Schools in Pema 2. Sirion Chaipoopirutana
Gatshel District, Eastern Bhutan
5 5034 An Integrated Model of Influence of
Perceived Quality, Perceived Value,
Brand Association, Brand Awareness and
Brand Uniqueness on Brand Loyalty
Towards a Luxury Brand in Bangkok,
Thailand
6 5035 Factors Affecting the Purchasing
Decision Facial Skincare Products of
Working Women in Bangkok Metropolis
during Economic Recession Period
7 5037 Factors influencing Investment Intention
among Gen Z in India.
8 5042 Antecedents and Consequences of
Customer Satisfaction and Loyalty: An
Empirical Study of Popular Cafe in
Mandalay, Myanmar
22
Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
Assumption University of Thailand
October 30, 2020
Co-hosted by
Room Name: St. Philipe & Bernard Room
Panel Chairperson: Dr. Kittikorn Dowpiset
Panel Member: Dr. Sirichai Preudhikulpradab
Panel Member: Dr. Sming Chungviwatanant
Room Controller: Thanat Iamsang
No Code TOPIC Authors Time Slot
1. Sujira Vuthisopon 13.00 to 13.20
1 5005 Perceived Impact of The Population on 2. Amnuay Saengnoree 13.20 to 13.40
The Khlong Thai Project 1. Hnin Su Wai
2. Prasak Santiparp 13.40 to 14.00
2 5046 Factors Affecting on High School
Teachers’ Competence at Private High 1. Jie Liu 14.00 to 14.20
School in Yangon, Myanmar during 2. Sirion Chaipoopirutana 14.20 to 14.40
Pandemic COVID-19 14.40 to 15.00
1. Yanisa Deeananlarp
3 5049 An investigation of Factors Affecting of 2. Chompu Nuangjamnong 15.00 to 15.20
Service quality, Trust, Satisfaction on 3. Kitikorn Dowpiset
Online Repurchase Intention and 1. Shubhra Bhatia 15.20 to 15.40
Willingness to Recommend in China 2. Dr. Neeta Vaydande
3. Dr. Vinod Kumar Adwani
4 5050 Factors Impacting the Continued Use of Sujira Vuthisopon
Social Media: A Case Study of Senior
Citizens in Bangkok 1. Dr. Durdana Ovais
2. Dr. V. Selvalakshmi Bharatan
5 5052 A Study on Impact of Covid-19 and 3. Dr. Shubham Choudhary
Potential Opportunities for India’s 4. Dr. Geetanjali Shrivastava
Yuttaporn Issarachai
Foreign Trade
6 5055 The electronic service quality structural
equation model for customer satisfaction
and loyalty in online food purchases
through Grab Food application in
Thailand
7 5056 Four Day Workweek a Magic Trick or a
False Impression: Sustainability Analysis
in the Digital Era
8 5057 The Synthesized body of knowledge for
Thai Political Movement under Thai
Politics B.C. 2004-2016
23
Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
Assumption University of Thailand
October 30, 2020
Co-hosted by
CONFERENCE PROCEEDINGS
AU Virtual International Conference 2020
24
Au Virtual International Conference 2020
Entrepreneurship and Sustainability in the Digital Era
Assumption University of Thailand
October 30, 2020
Co-hosted by
A Model for Evaluating Online Game Players: A Study of
Enjoyment, Interaction, Flow Experience, and Motivation towards
Attitude and Intention Behavior in China
Yongshi Wang
Sirion Chaipoopirutana
Graduate School of Business, Assumption University, Bangkok, 10240, Thailand
E-mail: [email protected], [email protected]
ABSTRACT
The purpose of this research is to find the factors that affect Chinese online game players. The
variables of this study are human-game interaction, utilitarian motivation, hedonic motivation,
flow experience, perceived enjoyment, attitude, and intention. By studying these variables, to
understand the needs of Chinese online players, and to promote the development of online
games. The researchers observed these variables and developed four hypotheses to determine
the influencing factors towards attitude and intention behavior. The researchers focused on
Chinese online game players who play "League of Legends". The researchers collected the data
from 320 respondents by using a questionnaire survey through two large-scale communication
platforms in China. The first platform is the official forum of "League of Legends" in China,
and the second platform “QQ” which is the most popular game social software in China. The
researchers used convenience sampling and judgmental sampling to collect the data. Moreover,
descriptive statistics is used to provide average and demographic percentages. Besides, the
researchers use inferential statistics to test the hypotheses. All data are analyzed using statistical
software, and linear regression analysis such as multiple linear regression to find the most
significant factors affecting players’ attitudes and intentions. The results showed that human-
game interaction has a significant positive correlation with utilitarian motivation and hedonic
motivation. Utilitarian motivation, hedonic motivation, flow experience, and perceived
enjoyment have a positive impact on the player’s attitude. However, flow experience, perceived
enjoyment, and attitude have no influence on the intentions of online player.
Key words: enjoyment, interaction, flow experience, motivation, attitude, intention
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INTRODUCTION factors to increase customer loyalty to online
contents, 2004).
With the rapid development of the Internet, the
game industry has become a highly profitable e- When people have flow experience, they will
commerce in recent years. The value of the global indulge in their own activities. Flow experience
online game market has grown from US$3 billion can be defined as the overall feeling that locks
in 2002 to US$9 billion in 2007 (Datamonitor, emotion when they act intensively
2007). It is estimated that the value of the global (Csikszentmihalyi & LeFevre, Optimal
online game market will grow to nearly US$26 experience in work and leisure, 1989).
billion by 2016 (Datamonitor, 2007). At the same Psychologically, flow experience is used to solve
time, with the popularity and widespread use of the best user experience of the individual
the Internet, online games have become more and (Finneran & Zhang, 2005). Also, some
more common. People can play games with other motivations affect online players. When
people anytime and anywhere online (Gorriz & individuals use something and their needs are
Medina, 2000). met, they will continue to use it (Rubin, 2009).
People not only play online games for
Game is a form of entertainment, and the purpose entertainment, but also for utilitarian purposes
of the game is to attract customers to play (Lin, Wang, & Chou, 2012). At the same time,
(Dickey, 2005). Enjoyment is an important goal players will play games for benefits and rewards.
of online players, and players are more willing to These motives lead to utilitarian goals and
play games that provide entertainment, enhance players' intention to continue playing the
enjoyment, and relaxation (Sweetser & Wyeth, game (Lepper, Greene, & Nisbett, 1973). On the
2005). However, the fun of most of the games is other hand, hedonic motivation also affects
temporary. Even if players like to play games they continuous play. When players play online games
have already played, they still want try new online for pleasure, they will be more willing to play and
games (Sweetser & Wyeth, 2005). increase their willingness to play games (Wei &
Lu, 2014).
Interaction is one of the best gaming experiences
(Lewinski, 2000) Players can interact in the game As of the early of 2020, approximately 532
by talking, trading, attacking and defending million Chinese internet users had engaged in
monsters, and interacting with other players. online gaming, the online gaming market
These interactions can be used to build a game generated approximately 233 billion yuan of
experience (Choi & Kim, Why people continue to revenue in 2019 (www.statista.com). Tencent is
play online games: in search of critical design
26
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Co-hosted by
one of the leading Chinese internet players, has To analyze the impact of Human-Game
been dominating the online gaming market in Interaction on hedonic motivation.
China, its online games grossed 115 billion yuan To analyze the influence of utilitarian motivation,
in 2019. Therefore, the researchers used one of its hedonic motivation, flow experience and
most popular online games "League of Legends" perceived enjoyment on the attitude of online
as the research model. players.
This research attempts to understand the attitudes To analyze the influence of flow experience,
and intentions of game players from factors such perceived enjoyment and attitude on the intention
as enjoyment, interaction, flow experience, and of online players.
motivation. The researchers will study and
analyze the impact of human-game interaction on LITERATURE REVIEW
utilitarian motivation and hedonic motivation,
and also study the impact of utilitarian Human-Game Interaction
motivation, hedonic motivation, flow experience,
and perceived enjoyment on the attitudes of Choi & Kim (Why people continue to play online
online players. Moreover, the researchers will games: in search of critical design factors to
study the impact of flow experience, perceived increase customer loyalty to online contents,
enjoyment and attitude on online player 2004) stated that human-game interaction refers
intentions. This information can help game to players interacting with the game through
developers design games or help vendors adjust technology, creating a personal experience during
marketing strategies. the game. In addition, the researchers added that
fun, enjoyable, controllable, and influential
RESEARCH OBJECTIVE interactions with games will actively affect the
personal experience. Human-Game Interaction
The main purpose of this research is to understand contains three dimensions, which are image
the impact of human-Game Interaction, utilitarian features (such as background, dynamic),
motivation, hedonic motivation, flow experience, communication features (such as access speed,
and perceived enjoyment of online games on sound), and attractive features (such as optional
attitudes and intentions of online players. options, information) (Kim, Oh, Yang, & Kim,
2010). Ding, et al. (Customer experience in online
The purpose of this research is: financial services: a study of behavioral
intentions for techno-ready market segments,
To analyze the impact of Human-Game 2011) believed that the personal evaluation of
Interaction on utilitarian motivation.
27
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system and technical characteristics will affect perceived convenience are factors used to
users' cognitive service experience. Personal measure utilitarian motivation. Venkatesh et al.
communication with the system and interaction (Consumer acceptance and use of information
with the characteristics of the system will affect technology: extending the unified theory of
players’ satisfaction and satisfaction with the acceptance and use of technology, 2012) defined
system they use (Venkatesh & Bela, Technology effort expectancy as the ease of using technology
acceptance model 3 and a research agenda on and an important indicator of predicting user
interventions, 2008). behavioral intentions (Wong, Tan, Loke, & Ooi,
2015). Shin & Shin (Why do people play social
Utilitarian Motivation network games?, 2011) found that perceived
convenience provides benefits to players who
Davis, et al. (Extrinsic and intrinsic motivation to find that playing games can give them advantages
use computers in the workplace, 1992) found that and profits, or can improve the quality of life and
utilitarian motivation is the execution of an work quality (Liu & Li, 2011). Liu & Li
activity, which helps to achieve valuable results (Exploring the impact of use context on mobile
different from the activity itself. In online games, hedonic services adoption: an empirical study on
players may have utilitarian motives, such as mobile gaming in China, 2011) stated that
benefits, rewards and achievements (Lepper, perceived convenience is not only used in games,
Greene, & Nisbett, 1973; Lin, Wang, & Chou, but also in other information technologies, and it
2012). People with utilitarian motives tend to performs well in life, study, and work, and have
focus on functions, tools, and practical values an active impact on the user's perception of
(Chitturi, Raghunathan, & Mahajan, 2008; Sheng physical health (Cornejo, Hernandez, Tentori, &
& Teo, 2012). Favela, 2015). Also, perceived convenience has
an active impact on mobile social network games
Utilitarian motivation is comprised of effort (Park, Baek, Ohm, & Chang, Determinants of
expectancy and perceived convenience. Sheng & player acceptance of mobile social network
Teo (Product attributes and brand equity in the games: an application of extended technology
mobile domain: the mediating role of customer acceptance model, 2014).
experience, 2012) used effort expectancy and
perceived convenience as a measure of utilitarian Hedonic Motivation
motivation, and Hsiao & Chen (What drives in-
app purchase intention for mobile games? An Hirschman & Holbrook (Hedonic consumption:
examination of perceived values and loyalty, emerging concepts, methods and propositions,
2016) founded that effort expectancy and 1982) pointed out that hedonic motivation
28
Au Virtual International Conference 2020
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Co-hosted by
represents the experience of products from multi- experience can be used to measure a structure that
sensory, fantasy, and emotional aspects. includes goals, personal skills, challenges, timely
feedback, focus on the task, sense of control,
Hedonic motivation is related to entertainment, changes in the sense of time, curiosity, etc.
relaxation, fantasy, etc. (Babin, Darden, & (Csikszentmihalyi & LeFevre, Optimal
Griffin, 1994; Hirschman & Holbrook, 1982). experience in work and leisure, 1989;
People will seek happiness and satisfaction in the Csikszentmihalyi, The Psychology of Optimal
products they need, and produce certain emotions Experience, 1990). Flow experience is a kind of
(Koshkaki, 2014), and eventually develop a best experience, in this state, the individual has a
strong attachment to the brand (Sarkar, Ponnam, clear goal, can control his own behavior, or lose
& Murthy, 2012). The Internet provides a self-awareness (Csikszentmihalyi, The
pleasant communication experience and Psychology of Optimal Experience, 1990).
repeatedly attracts users to the Internet. Ozkara, et al. (Exploring the relationship between
Buchanan-Oliver & Seo (Play as co-created information satisfaction and flow in the context of
narrative in computer game consumption: the consumers’ online search, 2016) proved that flow
hero's journey in Warcraft III, 2012) found that experience can be a factor to understand user
the fun gained from the user experience may behavior in online environments. Similarly, flow
come from the interaction with the game or the experience is a common experience of online
story created by the player. Liu (Understanding game players during gaming (Admiraal,
player behavior in online games: the role of Huizenga, Akkerman, & Ten Dam, 2011).
gender, 2016) stated that there is a good
relationship between HM and online games. At Perceived Enjoyment
the same time, hedonic motivation (HM) can
increase the time users spend using social Van der Heijen (Factors influencing the usage of
software and have an active impact on social websites: the case of a generic portal in The
software (Hsiao & Chen, 2016). Netherlands, 2003) believed that enjoyment can
be defined as the degree to which engaging in an
Flow Experience activity itself is considered pleasant and
interesting. Wu & Liu (The effects of trust and
Csikszentmihalyi & LeFevre (Optimal enjoyment on intention to play online games,
experience in work and leisure, 1989) pioneered 2007) and Wu et al. (Falling in love with online
the concept of "Flow Experience", which was games: the uses and gratifications perspective,
defined as "the overall experience that people feel 2010) stated that enjoyment is a form of having
when they commit themselves to action." Flow fun, pleasure, or excitement by performing an
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activity. These positive emotions will pass flow and media content, 2009) pointed out that
through satisfaction, empowerment or other perceived convenience is a function of emotional
similar emotions to represent (Fulton, 2009; Lin, expression, meaning that players will evaluate
Gregor, & Ewing, 2009). Perceived enjoyment specific technologies that help them achieve their
obviously has a significant impact on game goals. With the advancement of technology,
players (Van der Heijen, 2003; Lee & Tsai, 2010; mobile payment systems (Kim, Mirusmonov, &
Han & Windsor, 2011). Chang & Chin, Lee, An empirical examination of factors
(Predicting the usage intention of social network influencing the intention to use mobile payment,
games: an intrinsic-extrinsic motivation, 2011) 2010) and mobile games (Choe & Schumacher,
stated that the enjoyment of perception is an Influence of different types of vibrations on
intrinsic motivation, and immersing in the game technical acceptance of a mobile game aiming for
to escape reality is the intrinsic motivation of hedonic satisfaction, 2015) have greatly
players (Blinka & Mikuška, 2014). improved perceived convenience and effort
expectancy.
RELATED LITERATURE REVIEW
Venkatesh and Bala (Technology acceptance
Human-Game Interaction and Utilitarian model 3 and a research agenda on interventions,
Motivation 2008) conducted a technology acceptance model
3 and a research agenda on interventions study, in
Sheng & Teo (Product attributes and brand equity which they studied the impact of human-game
in the mobile domain: the mediating role of interaction on perceived convenience and effort
customer experience, 2012) and Hsiao & Chen expectancy. They found that statistically, the
(What drives in-app purchase intention for mobile interaction between the user and the system will
games? An examination of perceived values and have a positive effect on perceived convenience
loyalty, 2016) used effort expectancy and and effort expectancy.
perceived convenience as a measure of utilitarian
motivation, which means that they are sub- Furthermore, Sebastian et al. (The effects of
components of utilitarian motivation. Effort human-game interaction, network externalities,
expectancy means that players think it is easy to
use this system (Venkatesh & Thong, Consumer and motivations on players’ use of mobile casual
acceptance and use of information technology:
extending the unified theory of acceptance and games, 2018) studied the effects of human-game
use of technology, 2012). Jung, et al. (Consumer interaction, network externalities, and
adoption of mobile tv: examining psychological motivations on players, they found that human-
game interaction has a significant relationship
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with utilitarian motivation, pointing out that should be regarded as both hedonic and utilitarian
human-game interaction has a great indirect products, and the experience of games is related
influence on intention to play online games to the perception of hedonism and utilitarianism.
through the utilitarian motives, and attitudes play Lin et al. (Hedonic and utilitarian motivations for
an important and complete intermediary role in physical game systems use behavior, 2012) found
this structure. that individuals play sport games not only for
hedonic but also for utilitarian efforts.
Human-Game Interaction and Hedonic
Motivation Effort expectancy is positively related to the
behavioral intention of the individual to play the
Hsiao & Chen (What drives in-app purchase game (Merikivi, Tuunainen, & Nguyen, 2017;
intention for mobile games? An examination of Malaquias, Malaquias, & Hwang, 2018). If the
perceived values and loyalty, 2016) stated that process is too complicated or difficult, the
hedonic motivation reflects the degree of user individual may give up trying to play some or all
enjoyment and experience when using the online competitive games. Perceived convenient,
system. In the game, the visual and auditory hedonic motivation, and effort expectancy have
characteristics of the game have a good influence an active influence on intension to use, and
on hedonic motivation (Ha, Yoon, & Choi, 2007). perceived convenient and effort expectancy will
In addition, images, game speed, sound, and affect users’ attitudes and intensity of use (Davis
options are also actively correlated with hedonic & Venkatesh, A critical assessment of potential
motivation (Kim, Oh, Yang, & Kim, 2010). measurement biases in the technology acceptance
model: three experiments, 1996).
Choe & Schumacher, (Influence of different
types of vibrations on technical acceptance of a Wang & Sun (Investigating game play intention
mobile game aiming for hedonic satisfaction, of the elderly using an extended technology
2015) discussed the impact of different types of acceptance model (ETAM), 2016) researched the
vibration on the acceptance of mobile game elderly's willingness to play based on the
technology, and concluded that the human-game Extended Technology Acceptance Model
interaction has statistically significant (ETAM), they pointed out that effort expectancy
relationship with hedonic motivation. has an active impact on gaming attitudes, and
perceived convenient has an active impact on the
Utilitarian Motivation and Attitude online gaming community. Furthermore,
Wooyoung & Kevin (Antecedents and
Storgårds (The influence of the hedonic and
utilitarian value of digital games on product
recommendation, 2011) indicated that games
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consequence associated with esports gameplay, mobile games, and hedonic motivation has a
2019) studied the causes and consequences positive relationship with users’ attitudes.
related to e-sports games, point out that effort
expectancy is one of the key factors that influence Flow Experience with Attitude and
the intention of e-sports consumers in e-sports Intention
games.
In games, the influence of flow experience is
Hedonic Motivation and Attitude actively correlated (Ha, Yoon, & Choi, 2007), and
it also has a good influence on the willingness to
Hedonic motivation is an important reason that use online games (Hsu & Lu, 2004). Zhou (The
leads to personal intention and use (Venkatesh & effect of network externality on mobile social
Thong, Consumer acceptance and use of network site continuance, 2015) stated that during
information technology: extending the unified the game, the player’s level of enjoyment will
theory of acceptance and use of technology, increase with the flow experience, and at the same
2012). At the same time, game intentions will time it will have a sense of immersion in the game
change due to hedonic motivation (Merikivi, and further enhance the player’s gaming
Tuunainen, & Nguyen, 2017), and hedonic experience. So, players may be more inclined to
motivation has a positive influence on the get the flow experience and stick to it in the
intention of individuals to play multiplayer online future, thus achieving higher satisfaction.
role-playing games (Shin & Shin , 2011). Lee
(Understanding the behavioural intention to play Ming-Chi, Lee. (Understanding the behavioural
online games: an extension of the theory of intention to play online games, 2009) conducted
planned behaviour, 2009) stated that hedonic research to understand the behavioral intention of
motivation has a very good influence on players' playing online games, he found that flow
attitudes towards games, and has a direct and experience has a significant relationship with
indirect influence on online games and mobile customers' attitudes and intentions.
games.
Furthermore, Chen, et al. (Exploring Web users’
Park, et al. (Determinants of player acceptance of
mobile social network games: an application of optimal flow experiences, 2000) explored the best
extended technology acceptance model, 2014) process experience for network users, and they
studied the determinants of mobile social network found that flow experience may improve or
game player acceptance. The study found that correct the negative effects of Internet use, such
hedonic motivation has a positive impact on
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as increasing users’ intentions and improving found that perceived enjoyment has a statistically
mental health, thereby improving personal significant relationship with users’ attitudes, and
experience. perceived enjoyment has an impact on the
attitudes of experienced users, and attitudes will
Perceived Enjoyment with Attitude and continue to affect users’ intention.
Intention
Attitude and Intention
Perceived enjoyment and flow experience
significantly affect behavioral intentions, among Davis (Perceived usefulness, perceived ease of
which perceptual enjoyment plays a decisive role use, and user acceptance of information
in people's behavioral intentions (Hsu & Lu, technology, 1989) believed that attitude will
2004; Shin & Shin , 2011; Shin & Kin, 2008). Li, affect usage intention. At the same time, Park &
et al. (Understanding individual adoption of Kim (Social network analysis of high-level
instant messaging: an empirical investigation, players in multiplayer online battle arena game,
2005) found that the attitude and intention of 2015) also found that users' attitudes are affected
users will be affected by enjoyment. At the same by intentions. Attitude is an individual’s
time, enjoyment will also have an active impact assessment of the whole and affects one’s own
on the willingness to play online games behavioral intentions (Ajzen, 1991). In online
(Merikivi, Tuunainen, & Nguyen, 2017). The games, the player’s attitude has a strong influence
user's acceptance of the hedonic system is on the intention to play ( (Hsu & Lu, 2004; Liu C.
extremely high (Davis, Bagozzi, & Warshaw, C., 2016). In social software and mobile games,
Extrinsic and intrinsic motivation to use there also showed the same result (Jiang, Peng, &
computers in the workplace, 1992; Van der Liu, 2015).
Heijen, 2003). When something is interesting and
pleasing, users will adopt it. Boyle et al. Wang & Sun (Investigating game play intention
(Engagement in digital entertainment games: a of the elderly using an extended technology
systematic review, 2012) found that a pleasant acceptance model (ETAM), 2016) researched the
experience will make players have a good attitude elderly's willingness to play based on the
and intention towards the game, and they will be Extended Technology Acceptance Model
more willing to play for a long time. (ETAM), and found that in the context of online
games, the user's attitude has a considerable
Yu et al. (Extending the TAM for a t‐commerce, impact on the user's intension.
2005) studied TAM in e-commerce, and they
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Figure 1: Conceptual Framework
The conceptual framework used in this study is shown below
Research Hypotheses H3o: Utilitarian motivation, hedonic motivation,
flow experience, and perceived enjoyment have
H1o: Human-game Interaction does not have a a statistically insignificant on attitude toward
statistically significant influence on the online games.
utilitarian motivation of online games.
H3a: Utilitarian motivation, hedonic motivation,
H1a: Human-game Interaction has a statistically flow experience, and perceived enjoyment have
significant influence on the utilitarian motivation a statistically significant influence on attitude
of online games. toward online games.
H2o: Human-game Interaction has a statistically H4o: Flow experience, perceived enjoyment and
insignificant on the hedonic motivation of online attitude have a statistically insignificant on
games. intention toward playing online games.
H2a: Human-game Interaction has a statistically H4a: Flow experience, perceived enjoyment and
significant influence on the hedonic motivation attitude have a statistically significant influence
of online games. on intention toward playing online games.
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RESEARCH METHODOLOGY population of the study refers to an individual or
group that is experiencing problems or has needs.
In this study, the researchers used descriptive
research to complete the research goals and The researchers choose two target locations: first
studied the attitudes and intentions of Chinese is the official Chinese forum of "League of
"League of Legends" players. Descriptive Legends" (bbs.lol.qq.com) which has the most
research is a type of research that describes the active player population in "League of Legends",
population, situation, or phenomenon being second is the China's largest social game software
studied (Zikmund W. G., Babin, Carr, & Griffin, "QQ", with the monthly active number of 647
Business Research Methods, 2010). It focuses on million users (www.statista.com). A total of 320
the way, content, time, and place of the research questionnaires were distributed through two
question, rather than the cause. online platforms, in which 160 questionnaires
distributed in the forum of the official Chinese
The main purpose of this research is to understand website of "LOL" (bbs.lol.qq.com), and 160
the impact of human-game interaction, utilitarian questionnaires in China's largest social game
motivation, hedonic motivation, flow experience, software " QQ".
perceived enjoyment, attitude, and intention on
the attitude and intention of League of Legends COLLECTING DATA
players in China. The researchers intend to study
the influence of Human-Game Interaction on The period of data collection is from September
utilitarian motivation and hedonic motivation. As 17, 2020, to September 27, 2020 on the official
well as the influence of utilitarian motives and Chinese website of "LOL" (bbs.lol.qq.com) and
hedonic motives on attitudes of online players. China's largest social game software “QQ”. The
Moreover, this research will study the influence target sample of the study is players who are
of flow experience on the attitude and intention of currently playing League of Legends in China.
online players. And also investigate the impact of All the Players who have experience in playing
perceived enjoyment on online players’ attitudes LOL are included in the survey. A total of 320
and intentions. Study the influence of online questionnaires were issued and 303 valid
players' own attitude on their intentions. questionnaires were finally collected. The
researchers use convenience sampling and
In addition, the researchers use the survey method judgmental sampling to collect the main data.
to collect research data from the respondents by First, the researchers will use judgmental
issuing questionnaires. Zikmund, et al. (Business sampling to select players who are currently
Research Methods, 2010) stated that the target playing games, players who have played before,
and interested players in China. Secondly, the
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researchers will use convenience sampling, ¥10,000, accounting for 31.94% of the total; 59
distribute the questionnaire on the forum of the people spending ¥1,000-¥5,000, accounting for
official Chinese website of "LOL" 22.3% of the total; 58 people spending ¥10,000 -
(bbs.lol.qq.com) and China's largest social game ¥30,000, accounting for 22.05% of total; 27
software "QQ" to collect the data. Moreover, the people spend more than ¥30,000, accounting for
researchers collected secondary information from 10.27% of the total.
the internet and online resources, and these
resources can be used to support theories and Table 1: Summary the result of Hypothesis
investigations. Churchill & Gilbert Jr (Basic testing
Marketing Research, 1996) believed that
secondary data is used to collect existing
information for other purposes，it can save time
and cost.
FINDINGS
In this survey, the number of male players is the
largest, with 228 players, accounting for 75.25%
of the total, and the number of female players is
75, accounting for 24.75% of the total. Among
them, online players aged between 19-23 are
dominant with 133 players, accounting for
43.89% of the total, followed by players aged
between 24-30 with 105 players accounting for
34.65% of the total. The education level of 220
respondents is a college or university degree
holders. The student population is 50.5%, and the
working population is 49.5%. 142 online players
have played League of Legends for more than 4-
8 years, accounting for 46.86% of the total. 207
online players like both relaxed and pleasant
gameplay and challenging and competitive
gameplay. 263 online players have consumed
"League of Legends," accounting for 86.8% of
the total. Among them, 84 people spent ¥5,000 -
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Conclusions hypothesis failed to reject. The results showed
that human-game interaction has a significant
The purpose of this research is to find out the positive influence on utilitarian motivation and
factors that affect online players. These variables hedonic motivation. Utilitarian motivation,
are human-game interaction, utilitarian hedonic motivation, flow experience, and
motivation, hedonic motivation, flow experience, perceived enjoyment have a positive impact on
perceived enjoyment, attitude, and intention. This player’s attitude. However, flow experience,
study uses questionnaires as a research tool, and perceived enjoyment, and attitude have no
Likert five-point scale to measure variables. influence on the intentions of online players.
The target population of this study is the players Discussion and Recommendation
of Tencent’s "League of Legends" in China. The
researchers collected the data through the official As shown by the analysis results based on the
Chinese website of "LOL" (bbs.lol.qq.com) and standardized coefficient of beta, the beta of
China's largest social game software "QQ", the hypothesis 1 is equal to .528, the beta of
total number of 30 respondents are collected as hypothesis 2 is equal to .881. This means that
sample size, and most of them are male students there is significant impact of human-game
aged between 19-23 years. interaction on utilitarian motivation and hedonic
motivation. Moreover, human-game interaction
For hypothesis testing, statistical software is used has a high impact on hedonic motivation when the
to analyze the collected data. The results of the beta is .881. Therefore, the results support and
study rejected three null hypotheses, and one null confirm previous theoretical research. Human-
game interaction has an impact on perceived
convenience and effect expectancy (Venkatesh &
Bela, Technology acceptance model 3 and a
research agenda on interventions, 2008), and an
impact on hedonic motivation (Ha, Yoon, &
Choi, 2007; Kim, Mirusmonov, & Lee, An
empirical examination of factors influencing the
intention to use mobile payment, 2010). The
researchers would take to concern that this
discovery can help people further optimize and
develop games, improving human-game
interaction which can effectively improve the
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utilitarian motivation and hedonic motivation of more willing and inclined to play, or playing
online players. Developers should improve the games for a long time.
use of human-game interaction in mobile devices
because human-game interaction can be a good Further Study
help for mobile devices which was supported by
Wei, et al. (What drives Malaysian m-commerce In this study, the researchers defined the impact
adoption? An empirical analysis, 2009). of human-game interaction, utilitarian
motivation, hedonic motivation, flow experience,
In Hypothesis 3, utilitarian motivation, hedonic perceived enjoyment, attitude, and intention on
motivation, flow experience, and perceived the attitude and intention of League of Legends
enjoyment have significant effect on attitude of players in China.
online players. Among them, the beta value of
utilitarian motivation is equal to .338, followed by In order to conduct further research, the
the beta value of perceived enjoyment which is researchers may consider more different
equal to .231, which means that among the four independent factors that may have effect on
factors that affect player attitudes, these two attitudes and intentions of online players to
factors have the strongest influence. However, the improve the predictive ability of the model. The
beta value of hedonic motivation is equal to .127, researchers will also apply human game
and the beta value of flow experience is .180, interaction, utilitarian motivation, hedonic
which means that the influence of these two motivation, flow experience, perceived
factors is average. These results confirm that enjoyment, and attitude separately to obtain more
perceived convenient and effort expectancy will accurate information.
affect users’ attitudes (Davis & Venkatesh, A
critical assessment of potential measurement Finally, the target sample of this study is the
biases in the technology acceptance model: three Chinese "League of Legends" players, who have
experiments, 1996), also perceived enjoyment rich gaming experience and experience. Note that
has an impact on the attitudes of experienced the background of this research is China's
users (Yu, Ha, Choi, & Rho, 2005) The "League of Legends". As an e-sports game, the
researchers would take to concern that this answers given by players may be different from
research can help game developers or game those of other different types of online games, so
manufacturers to adjust their games. If there are if all the values obtained are used for Similar e-
utilitarian motivation and perceived enjoyment sports games will be of greater help.
factors in online games, it will improve players’
attitudes towards online games and players can be Therefore, for further research, researchers can
study the attitudes and intentions of "League of
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Measurement and Validation of Entrepreneurial Competency Scale
Minimol M.C.
Associate Professor
Rajagiri College of Social Sciences (Autonomous)
Rajagiri Valley, Kakkanad
Kochi, - 682 039, Kerala, India.
E Mail: [email protected]
Abstract
The current study is intended to explore the dimensions of entrepreneurial competency construct and the factors that
make up each dimension. Entrepreneurial competency is measured in the present study through a survey conducted
among small and medium entrepreneurs. Potential indicators are identified from the existing literature. Different
researchers use different aspects of competency to track the level of entrepreneurial competency possessed by small
and medium entrepreneurs across the world. The existing literature is not providing any evidence of a standardized,
validated and self-administered entrepreneurial competency scale. Most of the studies conducted in the field either
depends on general competency model or focus on only qualitative aspects of competency. Using a questionnaire with
47 indicators, identified from literature, a study was conducted among 650 small and medium entrepreneurs in Kerala
during October 2018 to test the validity of the data collection instrument. All paths in the model were significant and
all path coefficients were positive indicating that an increase in any of these dimensions results in an increase in
Entrepreneurial Competency. Thus, the four dimensions of entrepreneurial competency could explain ninety seven
per cent variation in entrepreneurial competency construct.
Key Words: Entrepreneurial competency scale, measurement, scale validation, factor analysis, small and medium
entrepreneurs.
Introduction (2004) differentiate between innate and acquired
aspects of competency. The former involves traits,
Entrepreneurial competencies are defined as attitude, self-image and social roles and the latter
underlying characteristics such as generic and specific involve components acquired at work or through
knowledge, motives, traits, and self-images, social theoretical and or practical learning, and are also
roles and skills which result in venture birth, survival referred to as internalized elements (Bartlett
and or growth (Bird, 1995). Muzychenko and Saee
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&Ghoshal, 1997) while the latter are often called entrepreneurial competencies by different authors
externalized elements (Muzychenko & Saee, 2004). working in different countries and different industry
The internalized aspects of competencies are difficult sectors and at different points in time; and, develop an
to change, where as the externalized elements can be agenda for future research, and practice in relation to
acquired trough proper training and education entrepreneurial competencies. After a lengthy
programmes and need to be practiced (Garavan & examination various literature in the field of
McGuire, 2001; Man & Lau, 2005). entrepreneurial competencies, he suggest that
although the concept of entrepreneurial competencies
Different researchers use different aspects of has been used widely by government agencies and
competency to track the level of entrepreneurial others in their drive for economic development and
competency possessed by small and medium business successes, the core concept of entrepreneurial
entrepreneurs across the world. The existing literature competencies, its measurement and its relationship to
is not providing any evidence of a standardized, entrepreneurial performance and business success is in
validated and self-administered entrepreneurial need of further rigorous research and development in
competency scale. Most of the studies conducted in practice. Competency was first popularized by
the field either depends on general competency model Boyatzis (1982), who performed a comprehensive
or focus on only qualitative aspects of competency. study of over 2000 managers and he identified and
None of the studies focuses on the functional aspects assessed over a hundred potential competencies.
of entrepreneurial competency, and hence, the current Entrepreneurial competencies are underlying
study. characteristics possessed by a person which result in
new venture creation, survival, and/or growth (Bird,
Conceptual Framework and Literature 1995). For the purpose of the present study,
Review entrepreneurial competencies are defined as individual
characteristics that include both attitude and
Literature is divided into different sections such as behaviours, which enable entrepreneurs to achieve and
entrepreneurial competency, types of entrepreneurial maintain business success. In this study,
competency and the dimensions of entrepreneurial entrepreneurial competency comprises of
competency. entrepreneur’s motives, traits, self-image, attitude,
behaviours, skills and knowledge(Boyatzis,1982;
Entrepreneurial Competency Brophy & Kiely, 2002), measured with 47 variables,
which were later grouped into four different factors.
Siwan Mitchelmore and Jennifer Rowley (2010) had
undertaken a literature review of research on
entrepreneurial competence in order to provide an
integrated account of contributions relating to
45
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Types of Entrepreneurial Competency entrepreneurs in Nigeria. The study indicated that for
female Entrepreneurs in Nigeria to succeed in their
Huck and McEwen (1991) find that management, businesses, they need to equip themselves with
planning and budgeting, and marketing/selling are the necessary competencies. They found out tht strategy,
three most important competency areas for Jamaican opportunity and organizing competencies have
entrepreneurs. Minet and Morris (2000) argue that positive direct relationship with firm performance.
adaptation is the core of entrepreneurial competency.
Chandler and Jansen (1992) argue that to function Dimensions of Entrepreneurial Competency
effectively in entrepreneurial role, two competencies
are required: one is the ability to recognize and Wulani, Fenika. (2019) developed a scale for
envision taking advantage of opportunity; the other is measuring entrepreneurial competence of SME
the drive to see firm creation through to fruition, which owners in Indonesia using competency indicators
requires the willingness and capacity to generate made from three stages of development, namely
intense effort for long, hard hours. Baum et al. (2001) exploratory competency items, expert judgment, and
distinguish between specific competency and general scale validation. The result of the study shows that
competency. Specific competency consists of industry 5 competency dimensions are covering 26
skills and technical skills, while general competency indicators. The dimensions of entrepreneurial
includes organization skills and opportunity competence are managerial , strategic, service
recognition skills. Sony and Iman (2005) decompose quality, development, and performance competencies.
entrepreneurial competency into four dimensions: Tittel and Terzidis (2020) in their study
management skills, industry skills, opportunity skills entrepreneurial competences revise developed a
and technical skills. Man et al. (2002) defined consolidated and categorized list of entrepreneurial
entrepreneurial competencies as higher-level competences. They have grouped the categories of
characteristics encompassing personality traits, skills competence into three levels such as personal, social
and knowledge, which can be seen as the total ability and professional level competencies. Kathe and Carlos
of the entrepreneur to perform a job successfully. Six (2018) developed a model explaining the general
major competency areas are identified in their work: entrepreneurial competencies. The model gives new
(1) opportunity, (2) organizing, (3) strategic, (4) insights about the how to understand and explore
relationship, (5) commitment, and (6) conceptual entrepreneurial opportunity by a successful
competencies. Kabir, Ibrahim and Shah (2017) entrepreneur, based on his personal characteristics.
examined the relationship between entrepreneurial Arafeh (2016) in his study An entrepreneurial key
competency and firm performance of female competencies’ model proposed a softcomputing-based
entrepreneurial key competencies’ model (SKECMfor
predicting the overall quality of entrepreneurial
46
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competencies. The model is based on three-clusters, behaviours, skills and knowledge (Boyatzis, 1982;
ten key entrepreneurial competencies. Brophy & Kiely, 2002). Measuring these dimensions,
particularly those representing non-behavioural
For the purpose of the present study, entrepreneurial elements, is a challenge because internal
competencies are defined as individual characteristics characteristics such as need for achievement, self-
that include both attitudes and behaviours, which confidence and risk taking) are hard to observe and
enable entrepreneurs to achieve and maintain success must be measured through introspection and self
in their ventures. More specifically, in this study, support or inferred from an entrepreneur’s behaviours.
entrepreneurial competencies are comprised of the The six competency areas are given in Table 1
entrepreneur’s motives, traits, self-image, attitudes,
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Table 1
The Six Competency Areas Identified in the Literature Man et al. (2002)
Competency Area BEHAVIOURAL FOCUS
Opportunity competencies
Relationship competencies Competencies related to recognizing and developing market
opportunities through various means
Conceptual competencies
Competencies related to person-to -person or individual – to-
Organizing competencies group based interactions. For Eg. Building a context of
Strategic competencies cooperation and trust, using contacts and connections,
Commitment competencies persuasive abilities, communication and interpersonal skill
Competencies related to different conceptual abilities which are
reflected in the behaviour of entrepreneur, eg. Decision skills,
absorbing a and understanding complex information and risk-
taking and innovations
Competencies related to organization of different internal and
external human, physical, financial and technological resources
including team-building, leading employees, training and
controlling
Competencies related to setting, evaluating and implementing
the strategies of the firm
Competencies that drive the entrepreneur to move ahead with
the business
Source: Adam and Shell(1993), Barlett and Ghoshal(1997),Baum), Bird(1995), Chandler and Jansen(1992), Durkan
et.al(1993),Hunt(1998), Lau et.al.(2000), McClelland(1973).
Method indicators of entrepreneurial competency as revealed
Developing the Entrepreneurial Competency by the existing literature. The items were finalized
Construct after discussions with experts and officials in the field
and thereby reduced the number of indicators to 65.
The current study was intended to explore the
dimensions of entrepreneurial competency construct Pretesting of the Instrument
and the factors that make up each dimension.
Entrepreneurial competency is measured in the present To ensure the suitability of the indicators to measure
study through a survey conducted among small and the entrepreneurial competency of small and medium
medium entrepreneurs. Potential indicators were entrepreneurs, a survey was conducted among 50
identified from the existing literature. There were 72 small and medium entrepreneurs in Ernakulam district
48
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of Kerala. The purpose of pretesting was to ensure that hypothesized component to be considered practically
the respondents understand the indicators in the same significant (Hair et al., 2009).
way as the researcher conceived the variables and are
capable of eliciting proper and accurate responses The visual examination of the correlation
from them. The competency indicators were matrix revealed that most correlations were above the
measured on a five point Likert scale ranging from recommended value of 0.3. The sufficiency of
strongly agree to strongly disagree during the month correlations in the data set for factor analysis was thus
of August 2018. This resulted in the reduction of 65 established.
indicators to 47 indicators. Hence entrepreneurial
competency in the present study is conceived as a For factor analysis to be done, it is
construct made up if these 47 competency indicators. appropriate to first test that variables are sufficiently
Using a questionnaire with this 47 indicators, a study interconnected and the Kaiser-Meyer-Olkin statistic is
was conducted among 650 small and medium the usual measure. The KMO statistic indicates the
entrepreneurs in Kerala during October 2018 to test proportion of variance in the variables that might be
the validity of the data collection instrument. caused by underlying factors. The Kaiser-Meyer-
Olkin (KMO) measure of sampling adequacy was
Results and Discussion 0.873, a level described as ‘marvelous’ by Kaiser
Factor analysis technique was used to (1974). The Barlett’s test of Sphericity is a statistical
test for the presence of correlations among the
identify the factor structure of indicators that form variables and tests the hypothesis that the correlation
entrepreneurial competency. After identification of the matrix is an identity matrix i.e., all diagonal elements
factor structure, the goodness of measures of the are 1 and off diagonal elements 0, implying that all the
entrepreneurial competency scale in terms of variables are uncorrelated and therefore unsuitable for
reliability and validity were also established. A structure detection. The Bartlett’s Test of Sphericity
Principal Component Analysis of the 47 indicators of was significant (p<0.001) and the test value was high
entrepreneurial competency was performed using at 25300.37 leading to the conclusion that there were
SPSS 17.0 to reduce the larger set of variables into a correlations in the data set are appropriate for factor
smaller, conceptually more coherent set of variables, analysis.
by identifying redundancy among the variables. The
items that load higher than 0.5 were retained while low Validation of the Entrepreneurial Competency
loading items were eliminated. The loadings of all Scale
indicators should be 0.5 or above on their
To ensure that the instrument developed to
measure entrepreneurial competency was indeed
measuring the construct, the goodness of measures
49
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