Asean International Sandbox Conference

Editor's Note

Kanitsorn Terdpaopong — 2025-03-19

Advisory Board

Kanitsorn Terdpaopong — 2025-03-19

The Impact of Short Video Ad Features on Consumer Purchase Intention

jingyuan chen — 2025-03-09

China's rapidly developing technology is being integrated into People's Daily lives in various forms. Among them, short video platforms are taking this opportunity to develop rapidly. The research objective of this paper is to discover which short video advertising feature has the greatest impact on consumers. This study examines the impact of short video advertisement characteristics on consumers' purchase intentions, based on the S-O-R theory. The independent variables include the entertainment, precision, creativity, and interactivity of short video advertisements, with consumers' purchase intentions as the dependent variable, and perceived intrusiveness as a mediating variable between precision and purchase intentions. The findings reveal that the entertainment, interactivity, and creativity of short video advertisements positively influence consumers' purchase intentions,while the precision of advertisements does not have a significant effect. Additionally, perceived intrusiveness negatively moderates the relationship between the precision of advertisements and consumers' purchase intentions. Based on these findings. the study provides recommendations for advertisers and short video platforms.

Factors Affecting Student Satisfaction of Service Quality at Rangsit University International College, Thailand

Muhammad Janyau Abubakar — 2025-03-17

This paper investigates the variables influencing Rangsit University International College (RIC) students' satisfaction with service quality. The study finds important factors that affect overall satisfaction by examining important dimensions such as academic services, administrative support, facilities, faculty performance, and student participation. The results shed light on how RIC might raise the caliber of its instruction to benefit students and preserve its competitive edge in the global education market. Additionally, this study investigates the connection between aspects of service quality and how they affect Rangsit University International College (RIC) students' satisfaction. Students' overall opinions are greatly influenced by elements like campus facilities, extracurricular activities, learning resources, and staff responsiveness. The study intends to offer suggestions for improving institutional services and creating a more encouraging learning environment by collecting student input. By using these insights, RIC can draw in more international students and enhance its quality of education. The study also looks at how communication effectiveness, technical support, and cultural diversity affect Rangsit University International College (RIC) students' satisfaction. As a global university, RIC must constantly adjust to the changing needs of a varied student body by providing top-notch administrative and academic support. The results can help university administration create plans to improve student experience, boost the institution's reputation, and encourage long-term student success and retention by pointing out areas that need improvement.

China Economic Development: How did China become the World’s Second-largest Economy?

Da Na Moe — 2025-03-19

China’s transformation into the world’s second-largest economy is a remarkable feat driven by key reforms and strategic economic policies. This study examines the pivotal milestones of China’s journey, starting with Deng Xiaoping’s open-door policy in 1978, which marked a shift toward a market-oriented economy. The introduction of Special Economic Zones (SEZs) and policies promoting Foreign Direct Investment (FDI) accelerated industrialization and technological advancements, positioning China as a global manufacturing and trade hub. By employing a quantitative research design and analyzing secondary data, this study investigates the correlation between FDI inflows and China’s economic development, emphasizing their impact on GDP growth, employment generation, and technological innovation.
The findings reveal that FDI has served as a critical catalyst in China’s economic expansion, providing capital, advanced technologies, and employment opportunities. China’s export-driven strategy and focus on high-tech industries further solidified its role in the global economy. However, the rapid growth was not without challenges, including regional inequalities, social disparities, and environmental degradation. These challenges highlight the need for comprehensive strategies to promote equitable growth and sustainable development. Despite its limitations, such as a reliance on secondary data and the exclusion of comparative analyses, this research offers valuable insights into China’s development trajectory. It underscores the importance of FDI in economic growth and provides lessons for other developing countries seeking to leverage foreign investment for sustained development. Future studies should explore the long-term sustainability of China’s growth model and the systemic barriers that may hinder its continued economic ascent.

Passing the Spin Selling technique in the business performance

Myat Hay Thi Kyaw — 2025-03-19

Passing the Spin Selling technique in the business performance: Case study on students in International Business major of Rangsit University International College

Myat Hay Thi Kyaw, Hnin Ei Win Wah, Linn Lai, Bo Bo Oo, and Ussanee Malisuwan^*

International (International Program)

International College, Rangsit University, Thailand 12000

*Corresponding author: ussanee.ma@rsu.ac.th

Abstract

International trade has grown so quickly that using innovative sales strategies is now essential to enhancing business performance. Conventional sales methods that priorities high-pressure closing approaches are being replaced by customer-focused, consultative selling strategies. Of them, SPIN Selling technique is well known for its systematic approach that focusses on understanding customer needs through Situation, Problem, Implication, and Need-Payoff enquiries. The impact of SPIN Selling on the sales skills and employment readiness of foreign business students at Rangsit University International College is assessed in this study.

Evaluating how well SPIN Selling prepares students with critical sales skills, cultivates enduring customer connections, and enhances their business performance after graduation is the main goal of this study. This study emphasizes the value of structured sales training in higher education by filling in the theoretical and practical gaps in sales education. A structured questionnaire was used to gather data from 114 students enrolled in the IBM335 International Entrepreneurship course as part of a quantitative research technique. To ascertain the connection between job performance and SPIN Selling training, regression analysis and ANOVA were employed. The results show a strong positive relationship between students' perceptions of their own efficacy in consultative selling, trust-building, and problem-solving and the use of SPIN Selling strategies. Alumni comments also indicate that SPIN Selling training helped them make the shift from classroom instruction to practical corporate settings.

This study emphasizes how crucial it is to incorporate SPIN Selling into academic programs in order to improve students' sales skills and future employment opportunities. Future studies should examine how flexible SPIN Selling is across a range of industries and how it may be adjusted to accommodate changing market conditions.

Keywords: Sales training, Adaptive Selling, Case Scenario based-sales competition, Negotiation Skills, B2B context, Personal selling techniques, SPIN technique, Sales trends, Direct selling, Customer Relationship Management, Business process modelling

Impact of Cultural Differences: High and Low Context Cultures in International Business

Shin Yee Yee — 2025-04-13

This study explores how cultural differences, particularly high-context and low-context communication styles, impact international business. High-context cultures, like Japan and Thailand, rely on indirect communication and non-verbal cues, while low-context cultures, such as the US and Germany, prioritize directness and clarity. These differences affect leadership, teamwork, and workplace dynamics, often leading to misunderstandings. The study examines 1) how cultural variations influence business communication success or failure, and 2) how cultural awareness improves global collaboration. Interviews with eight professionals provided insights into workplace interactions. Findings show that high-context cultures emphasize group harmony, which may slow decision-making, while low-context cultures focus on transparency, sometimes seen as too direct. Factors like power distance, individualism vs. collectivism, and non-verbal communication also shape these dynamics. The study highlights the need for businesses to adopt cultural sensitivity training and flexible communication strategies to reduce misunderstandings and improve collaboration. Companies investing in cross-cultural education and inclusive leadership can enhance teamwork and business success in a globalized world.

The Impact Mechanism of Digital Governance on Platform Performance: The Mediating Role of Network Effects

Yu Xin — 2025-04-13

As an essential mechanism in digital platform operations, digital governance plays a crucial role in optimizing platform management, enhancing user experience, and strengthening market competitiveness. In the current digital economy, how does digital governance influence platform performance through network effects? What are the underlying mechanisms? Based on these questions, this study explores the impact of digital governance on platform performance and examines the mediating role of network effects.This study reviews and summarizes the relevant literature on digital governance, network effects, and platform performance, organizing the logical relationships among these variables. A theoretical model is proposed, positioning network effects as a mediating variable. Data were collected through a questionnaire survey and analyzed using SPSS and AMOS.Based on the research findings, this study provides recommendations for optimizing digital governance strategies to improve platform performance. Platform enterprises should enhance their data governance systems, improve information transparency, and optimize user interaction mechanisms to strengthen network effects.

Legal Protections and Discrimination Against LGBTQ+ Individuals in Thailand

Pwint Nadi Maung — 2025-04-13

This research investigates LGBTQ+ rights and societal attitudes in Thailand, a nation celebrated for its cultural acceptance of diverse sexual orientations and gender identities. Through interviews and focus groups, participants highlighted a disconnect between cultural visibility, particularly in media, and the lack of comprehensive legal protections. Key gaps include the absence of gender recognition laws, same-sex marriage rights, and anti-discrimination measures in healthcare, education, and employment. While societal tolerance has progressed, structural inequities and biases persist, especially in rural areas and among conservative communities.

The findings reveal that cultural acceptance alone does not ensure equality, as many LGBTQ+ individuals face marginalization, workplace discrimination, and healthcare bias. Opinions varied on whether legal reforms or societal attitude shifts should take priority, but there was consensus on the urgent need for legislative measures to close these gaps. The study emphasizes a dual approach: advancing legal protections while fostering education and awareness to combat prejudice. Strengthening legal safeguards is vital to promoting equality, protecting human rights, and positioning Thailand as a leader in LGBTQ+ rights in Southeast Asia.

Impact of Brand Collaboration on Consumers’ Purchase Intention of New Energy Vehicles

Boran Li — 2025-05-10

This study constructs a “Brand Collaboration - Consumer Perceived Value - Purchase Intention” model based on the Stimulus - Organism - Response (SOR) theory, examining the role of brand collaboration in the new energy vehicle market across three dimensions: collaborative brand awareness, resource complementarity, and technological visibility of co-branded products. An empirical analysis of questionnaire data reveals that brand collaboration significantly enhances consumers’ perceptions of a product’s functional value, thereby strengthening their purchase intentions. Furthermore, the study confirms the mediating role of consumer perceived value between brand collaboration and purchase intention. By employing a data-driven approach, the research identifies specific pathways through which brand collaboration boosts market competitiveness, offering both theoretical foundations and practical insights for enterprises seeking to optimize their marketing strategies.