201901 Hokkaido Conference Proceedings (SS)

or A2, following the Common European Framework of Reference for Languages or “CEFR” (ETS, 2015). Classes 7 and 8 have very similar average TOEIC Bridge scores, so together have been labeled as mid-level (A1/A2) “basic users”. Classes 16 and 18 also have very similar average TOEIC Bridge scores, so together have been labeled as high level (A2) “basic users” of English. 3. Results The first set of survey results show that more than half of all students reported having experience with two types of technology for English language learning: apps and online dictionaries. 55% of the A1/A2 and 73% of the A2 level reported having used English learning apps, which shows a difference of 18% between the two levels. As for their experience using dictionary apps or online dictionaries, 59% of the A1/A2 and 63% of the A2 level reported having used them. The learning apps that were reported the most often were Target, Mikan, Weblio, Google Translate/dictionary, and Youtube. While as many as 41% of the A1/A2 and 51% of the A2 level participants have used apps for language learning a few or many times in the past, only 12% and 27%, respectively, have used them a few or many times recently. Recent online dictionary/dictionary app use of a few or many times is higher than other recent English study app use, at 34% for the A1/A2 and 47% for the A2 level participants. Recent English websites/social media use was at 14% for A1/A2 and a similar 15% for A2 level participants. A large number of students (78% of the A1/A2 and 63% of the A2 level) reported that they wanted to try the teacher-recommended apps and websites for language learning. Only a few (4% of the A1/A2 and 7% of the A2 level) of the participants responded that they would use the teacher-recommended apps and websites a lot. The results also show few students (3% in the A1/A2 and 4% in the A2 level) currently – during the school term in which the surveys were administered – are using other apps/websites for English learning, beyond the ones the teacher recommended. Also, a few A2 level students mentioned using TOEIC related apps, while the A1/A2 level did not. Keywords: CALL, MALL, motivation, self-study 4. References Educational Testing Service (ETS). (2015). Mapping the TOEIC® tests on the CEFR. R Retrieved from https://www.ets.org/s/toeic/pdf/toeic_cef_mapping_flyer.pdf Beck, J. (2014) The 8 best interactive websites for adults to learn English. FluentU English Educator Blog. Retrieved November 12, 2017, from https://www.fluentu.com/blog/english/best-websites-to-learn-english/ 198

ISSSM-0392 Positive Attitude in Teaching and Learning Homeira (Meira) Fatthi Nagoya University of Foreign Studies E-mail: [email protected] Abstract This paper is exploring the idea of learning a second language and how positive psychology can directly affect the learning. The idea of learning a second language is to understand exactly what the first language is. First language, mother tongue or native language is the language which a person has grown up speaking from early childhood (Nordquist, 2018). From early childhood children tend to create their own way to communicate. This communication can be effective and understood by the child surroundings. When they get older, the way they speak and connect with other changes by using more vocabulary and express their feeling through language. Children speak their mother tongue naturally and there are no special classes or methods to guide them how to talk their mother tongue. This paper would explore the idea of Positive psychology and how the teacher’s attitude can affect the students directly. I also explore how the feeling and energy of the teacher can affect the teaching and their learners. Some people would like to learn the second or third language when they are older. At this time the brain forms differently and the front part of the brain which suffix and it is learning part of the brain, receive message differently when we are older. According to a 2008 study of young learners at Northwestern University, girls and boys process language differently. The study revealed that, when learning language, girl’s brain shows greater activity in the area used for language encoding. (Merritt, 2014) furthermore the brains of different genders work and function differently. This has direct effect on their learning capacity especially leaning another language. Female foreign learners tend to use more varied study methods than their male peers. It has been always challenging for many people to learn another language. In newer days’ people think that knowing another language would help them to reach their goals easier and faster. Whatever that goal might be, for travelling, living in another country or if it related to their jobs. 199

The importance of the learning is the attitude of the teacher and the attitude of the learner. People can try to learn another language but if they don’t have the right attitude, the teaching and learning can become a burden.  This paper would explore a few ways how to make the learning more enjoyable and more effective. The first obvious thing people would like to learn about another language is the vocabulary. Some people believe that by knowing more vocabulary, it would help them to talk more. Therefore, they get vocabulary booklet with three, five, or even eight thousand words, to memorize them daily. I have migrated to two countries in my life so far and I have seen this in these two countries constantly.  Then it comes to grammar which can be quite overwhelming for many nationalities. Many study regularly to master the grammar rules. Some try to read and write to master the new language actively learn one hour at the time and if it became more than one hour, brain slows down to rest. Regular moment and standup activities can increase the blood flow in the brain and therefore the learning capacity would increase up to 25%.  Some believe if they study regular and consistently, eventually it will stick into their brain. The fact is that every individual has different ability and level of development which can be related to the brain maturity (Semrud-Clikeman, 2007) The brain is the organ which never stop developing. Although all the brains functions do not mature at the same time. This function can be referred to students. In one room full of same age learners, does not mean that they are learning equally and their brain can function equally (Semrud-Clikeman, 2018) In order to stimulate our brain while we are learning, we need to pay attention to these factors. These factors are the attitude, positive psychology, reason for learning and method of learning. All these factors can help someone to learn better and they are also related to each other. It will help the person who wants to learn tremendously. These factors not only help the learners to learn, it also helps their brain to function more and pick up more. References Richard Nordquist, 2018, The meaning of the term “Mother Tongue”, https://www.thoughtco.com/mother-tongue-language-1691408, Retrieved July, 2018 Semrud-Clikeman, M. (2007), Social competence in children and adolescents. New York: Springer. Retrieved, Aug 2018 Anne Merritt, 2014, Are women really better at learning languages? https://www.telegraph.co.uk/education/educationopinion/10567876/Are-women-really-bette r-at-learning-languages.html, Retrieved, Aug 2018 200

ISSSM-0367 Effects of Mobile-Based Speaking Tasks on EFL Learners Kim, Hea-Suka, Cha, Yoonjungb, Kim, Na-Youngc a Institute for the Liberal Arts, Seoul Women’s University, Korea b King Jeongjo College of Liberal Arts, Hanshin University, Korea c Department of General Education, Sehan University, Korea E-mail: [email protected], [email protected], [email protected] 1. Background Chat has become increasingly popular in educational settings. In particular, as mobile technology continues to grow, mobile chat applications have facilitated communication in a language classroom (Van De Bogart & Wichadee, 2015). Since these new applications allow language learners to send messages and even make voice calls anytime anywhere, the learners can increase their learning efficacy, and a great deal of collaboration can take place. Despite the recent popularity of chat, studies so far have focused on text chat. According to Nic Giolla Mhichíl et al. (2015), not many studies have investigated the effects of voice chat, and chat activities have been skewed towards improving writing skills in spite of the development of voice chat tools. In this light, there is a need to explore the effects of different mobile chat especially voice chat, on foreign language learners’ speaking skills. Therefore, the purpose of this presentation is to examine the effects of mobile-based interaction on different speaking tasks. 2. Methods Eighty students who are currently taking General English courses at a university in Korea participated in this study. The participants are assigned to two groups: a traditional group and a voice chatting group. The traditional group is performing given speaking tasks through face-to-face interactions in class whereas the voice chatting group are undertaking the same tasks using voice chat from KakaoTalk, a free messaging mobile application in Korea. Two speaking tasks include asking questions and respond, and expressing one’s opinions. The tasks will be given throughout the whole semester. At the beginning of the experiment, all participants took the pre-tests and completed the pre-surveys. At the end of the semester, the participants will be taking post-tests and filling out the post-survey. On completion, all the data including the pre- and the post-tests, and surveys will be gathered and analyzed. 3. Expected Results The voice chatting group will outperform the traditional group. Since voice chat allows the participants to track their own conversation, they will improve their speaking skills. According to 201

Wenden and Rubin (1987), by monitoring their own language use and development, students can improve foreign language skills. That is, mobile-based interaction acts as a positive role in improving foreign language students' speaking skills. In addition, mobile-based interaction will positively influence perceptions of the participants in the voice chatting group. Alemi, Meghdari, and Ghazisaedy (2014) found the participants' positive attitudes towards foreign language learning after engaging in voice chat. In line with the previous research, the participants in the voice chatting group are willing to communicate and interact with others (Hudson & Bruckman, 2002). They also have a great fun in foreign language learning allowing them to enhance their confidence and motivation. Consequently, the participants who take part in the mobile-based interaction may play a greater role in managing the conversation (Chun, 1994) and help them feel freer and more comfortable in the learner-centered environment. In this regard, mobile-based chatting can be more effective to improve speaking skills if there can be appropriate tasks for learners. Keywords: voice chatting, mobile-based interaction, speaking tasks, perception 4. References Alemi, M., Meghdari, A., & Ghazisaedy, M. (2014). Employing humanoid robots for teaching English language in Iranian junior high-schools. International Journal of Humanoid Robotics, 11(3), 1-25. Chun, D. (1994). Using computer networking to facilitate the acquisition of interactive competence. System, 22(1), 17-31. Hudson, J. M., & Bruckman, A. S. (2002). IRC Francais: The creation of an Internet-based SLA community. Computer Assisted Language Learning, 15(2), 109-134. Nic Giolla Mhichíl, M., Appel, C., Ó Ciardubháin, C., Jager, S., & Prizel-Kania, A. (2015). Designing the online oral language learning environment SpeakApps. The International Journal of Information and Learning Technology, 32(3), 165-173. Van De Bogart, W., & Wichadee, S. (2015). Exploring students’ intention to use LINE for academic purposes based on technology acceptance model. The International Review of Research in Open and Distributed Learning, 16(3), 65-85. Wenden, A., & Rubin, J. (1987). Learner strategies in language learning. Englewood Cliffs, NJ: Prentice Hall. 202

ISSSM-0398 Trial Results of Handbook Skills for Sexual- Abused Prevention of Primary School Students Huynh Van Sona,*, Giang Thien Vub, Mai My Hanhc, Nguyen Thanh Huand, Nguyen Le Bao Hoangf a Department of Psychology, Ho Chi Minh city University of Education, Viet Nam E-mail address: [email protected] b Department of Psychology, Ho Chi Minh city University of Education, Viet Nam E-mail address: [email protected] c Department of Psychology, Ho Chi Minh city University of Education, Viet Nam E-mail address: [email protected] d Department of Psychology, Ho Chi Minh city University of Education, Viet Nam E-mail address: [email protected] f Department of Psychology, Ho Chi Minh city University of Education, Viet Nam E-mail address: [email protected] Abstract Throughout the trial, the results of the survey show that nearly a whole sample of the study found that the skills manual for abuse prevention for primary school students is useful. Quality assessments, relevant factors and specific criteria in the abuse prevention skills manual for primary school students achieved high levels of support and consensus. In addition, some respectable comments from students, teachers, and specialists on how to better prevent abuse of primary school students. It can be concluded that the manual needs to be widely disseminated to assist elementary students with the skills they need to protect themselves from the current sexual abuse problem. Keywords: abuse, abuse preventing skills, primary students. 4. Background Child sexual abuse has been a challenge for all countries in the world. According to data from the Ministry of Labor, Invalids and Social Affairs, in 5 years from 2011 to 2015, Vietnam has 5,300 child sexual abuse cases. On average, a child of Vietnam is being harmed every 8 hours. However, experts say that these numbers are only reported cases, and many of the victims were intimidated by the perpetrator or for some reason were not reported. In the world, according to 203

the National Society for the Prevention of Cruelty to Children (NSPCC), the average age of sexually abused children is 9 years. One in four girls has sexually abused, and six boys have sexually abused. This problem tends to increase for male children. In Viet Nam, the previously abused child is usually 13-18 years old, but now there are many cases in the age of 5-13, a primary school age. Based on the existing scientific basis, experiences and abuse prevention skills, the project develops a manual to develop the content and form of primary school children's abuse prevention skills through a unified process. Once completed, the product (the handbook) was tested and initially obtained results from the study subjects (primary students in Ho Chi Minh City), teachers and experts. Evaluation results from students - specific users and experts as well as teachers are important sources of information to improve the product - contributing to the elementary students in Vietnam some educational purposes. Therefore, the trial of handbook skills for sexual-abused prevention of primary school students is an interesting task. 5. Methods To determine the practicality and effectiveness of the abuse prevention skills handbook for primary school students, the questionnaire was used to collect the opinions of 160 primary students at Kim Dong Primary School and Tran Quoc Tuan Primary School in Ho Chi Minh City. Also consult with primary school teachers, experts in the field of Psychology, Education, to obtain more objective data. The questionnaire consists of five items: a general assessment of the abuse prevention skills handbook for primary school students, quality assessment, elements related to content and technology, specific criteria for content and form in the handbook. 6. Results 3.1. General assessment of the handbook Table 1. Overall rating of the handbook Opinion Students’ opinions Experts and Teachers’ opinions Frequency Percentage Frequency Percentage Very good 30 18.8 10 28.6 Good 90 56.3 25 71.4 Average 40 25 0 0 Bad 0 0 0 0 Very bad 0 0 0 0 The data in table 1 shows that 30 blind students think that this is a great handbook, accounting for 18.8% of the respondents and 90 students (56.3%) felt good, 24 (25%) of the respondents 204

considered it is normal. Thus, among the 116 children surveyed, 120 children commented that it was a good to very good handbook with a 75% or ¾ sample rate. At the previous survey, when asked “how do you feel about a guide to the prevention of abuse”, 78.6% of the children think that the form is good and very good. The parity between the two surveys allows for an early conclusion that the handbook has met the expectation of primary school students about how the transcript helps them understand the content of abuse prevention. Le Thi Mai, 9 years old, in the 4th grade, said: “When I received the handbook, I felt very happy and awake until ten o'clock in the evening to read from start to finish.” You can tell the names of some of your favorite stories as well as the titles of certain situations in a clear way. Another student, Nguyen Cong Hien, 10 years old, in grade 5, said cheerfully: “I feel that this content is very necessary. The handbook is also useful for children because they can read the groove.” As for the experts and teachers, among 35 respondents, 10 said that this is a very good form and the other 25 are good. In other words, 100% of the respondents said that their first impression of the handbook was good or excellent. Thus, it may be initially concluded that the abuse prevention skills handbook for primary school students is well received and appreciated by the main subjects themselves, by teachers directly teaching and by experts in this field. 3.2. Evaluate the quality of the abuse prevention skills handbook for primary school students To evaluate the quality of the abuse prevention skills handbook for primary school students, we looked at the average score for each element. Average scores are calculated as: “Very good” is 5 points, “Good” is 4 points, “Average” is 3 points, “Weak” is 2 points and “Bad” is 1 point. The results show that the students rated the quality of the elements in the abuse prevention skills handbook for primary school students with a mean score above 4.3, which is quite good. The highest rated item was the “the fullness of the content” with an average score of 4.8. The reason they appreciate this is that the content of the handbook is based on the results of the survey of primary school students' perceptions of the contents of the abuse prevention and the content that the group is most interested. In other words, the four contents presented in the handbook are the four elements proposed by the primary school students. However, there are some ideas that in some contents, the handbook has not conveyed what students are interested. Vo Thanh Qui, 10 years old, found that the content of “you want to be safe and happy” is too short. These are also issues that need to be addressed in the process of adjusting the handbook when conducting official publication. Table 2. Evaluation of the quality of the abuse prevention skills handbook for primary school students. 205

Students’ opinions (%) Experts and Teachers’ opinions (%) Factors Very Good Average Mean Very Good Average Mean good good Image 62.5 25 12.5 4.5 28.6 71.4 0 4.71 Color 62.5 18.8 18.8 4.43 14.3 42.9 42.9 4.28 Usage and express 43.8 43.8 12.5 4.31 14.3 42.9 42.9 4.28 words The fullness of the 0 4.8 14.3 28.6 57.1 4.42 75 18.8 content The comprehension 50 50 0 4.5 71.4 28.6 0 4.71 of the content Application of 56.3 25 18.8 4.37 57.1 28.6 14.3 4.42 content Suitable for primary 68.8 31.3 0 4.68 85.7 14.3 0 4.71 school students The second highest rated item is “suitability for primary students”. The suitability is expressed by the following requirements: in accordance with the physiological characteristics of primary students, using situations commonly encountered by primary students in practice, their daily activities. Compared with the requirements that these students made during the first survey, they asked for the “best method” they were most interested in. The student's appreciation of the “Suitable for primary school students” element is a testimony to the fact that the handbook has been developed in accordance with the object and object of the research project that is dedicated to the blind student. This factor is also highly appreciated by experts and teachers. The third is “image” and “The comprehension of the content” with an average score of 4.5. These factors are also highly appreciated by experts and teachers. Mr Nguyen Quoc Phong, the head of Thien An shelter, remarked: “In general, the pictures shown in the brochure are very good, the images are easy to see, attached to elementary students and oriented towards behavior and emotions of the children with the theme without shield or too much”. The other three elements are “color”, “applicability of content”, “usage and word expression”, although the average score is lower than the above factors but still evaluated at pretty good. None of the factors are rated average, weak and poor according to the established scale. Although there are some shortcomings, the quality of the elements in the handbook is generally good. 206

3.3. Evaluate factors related to content and techniques in the abuse prevention skills handbook for primary school students Table 3. Evaluation of factors related to content and techniques in the abuse prevention skills handbook for primary school students. Percentage Factors Students’ opinions Experts and Teachers’ opinions Cover sheet 81 71.4 Composition of items, sections 100 85.7 The division of the article 81.3 57.1 The demonstration of each piece 81.3 100 Total volume of handbook 81.3 71.4 The art of content 87.5 100 The science of content Not examined 85.7 The education of the content 93.8 85.7 The creativity of performance 87.5 71.4 According to the survey of teachers and experts, 71.4% of the respondents said that the handbook was satisfactory, but some teachers said that the handbook was slightly simplified. Another factor is the “scientific nature of the content”. We do not survey students on this element because they will find it difficult to assess the correctness of knowledge, an important component of scientific inquiry. As many as 85.7% of teachers and experts think the handbook has achieved this. That proves that nearly 9/10 teachers and experts acknowledge the correctness and reliability of the content. This signal is very good for an educational product. Based on the data in table 3, all elements of the handbook are appreciated by the majority of students and teachers - experts (almost 60% up to 100%). The “Composition of items, sections” was highlighted by all students in the survey (100%), making up the absolute percentage. To explain this ratio, we conducted an interview with Tran Thi Thuy An, a 5th grader, who said that the division and ordering of the articles in the manual made it easy for them to understand very consistent and continuous. In addition, 85.7% of teachers said that this factor was satisfactory, a high figure ranked second among the surveyed factors. It can be seen that the determination of the content from easy to difficult, from general to specific, from sex physiology to sex psychology and finally the social issues of sex create a tight structure and logic for the handbook. This factor is highly appreciated as a demonstration of how the handbook can be used to equip students with knowledge and skills to prevent abuse outside the classroom. Second is “The education of the content” with a 93.8% selectivity rate and a 85.7% teacher-expert rating. This result is reflected in the process of building the content structure has 207

identified the specific purpose, selecting the content and method of means to achieve the optimal effect when applied. Also, since this is a handbook that is of a supportive nature, so in addition to the students feel that the content can provide the knowledge and skills of abuse prevention for everyday life. This factor of teachers and experts’ appreciation has shown the applicability of the handbook in the school setting. According to expert Bui Hong Quan: “The handbook is quite close and practical. We can say the content is very useful and practical. We like the way the issue and the presentation of this handbook are ...”. The factor considered by the students to be in the third grade is “The art of content” and “The creativity of performance”. On the “The art of content”, it is clear that not only is the effect of this factor not only highly appreciated by students, but also by the sheer number of teachers and for a lot of reasons. A four-part abuse prevention education handbook offers a variety of expressions that make students feel very excited. Therefore, it can be concluded that the element of art in the handbook corresponds to the excitement characteristics of primary school students. On the “The creativity of performance”, in general, all the subjects consider the handbook to achieve this. In addition, teachers and experts were more rigorous in the evaluation (71.4%), but the variance was not too high. Nguyen Cong Hien said: “When reading the handbook, my first feeling is the novel, I heard it when the adults say but listen here still feel different and attractive, I remember long time”. With the students' opinions, teachers and experts agree that creativity is reflected in the fact that the selected form is well suited to the content and is “processed” very flexible. Placed next are three factors with the same ratio of 81.3% of the students choose to be “The division of the article”, “The demonstration of each piece”, and “Total volume of handbook”. The same percentage of students chooses the same, but the element of “The demonstration of each piece” is the whole teacher and experts appreciate. In general, the view that the individual performance, in part, is consistent with the characteristics of elementary school students and psychological characteristics of the age. In short, the first product cannot avoid certain limitations. However, the trial results of the handbook initially achieved is extremely positive. Most importantly, the handbook has the essential requirements an educational support product needs. Finishing and modifying the handbook only requires some content to make the handbook product more effective and a powerful tool to support effective prevention and control. These are also important bases for the handbook to become a documented prevention education published to help protect primary school students from the risks sexual abuse cases in particular. 3.4.Acknowledgments and Legal Responsibility The survey results show that almost all sample of the researcher think that the general evaluation 208

of the handbook is good and very good. In addition, comments on quality, relevant factors and some specific criteria in the handbook gained high level of support and consensus. In addition, the results of the survey also brought some respectable comments from students, teachers and experts to make the handbook better. It can be said that the anti-abuse education support handbook for primary school students is a humanistic solution in the education, especially education prevention against abuse of primary students in Vietnam today. 4. References Thanh Binh. (2010). Egypt argues about sex education at school. Vietnam+ Newspaper. Ministry of Education and Training. (2005). Learn the law of education 2005. Educational Publisher. Dao Viet Cuong. (2002). Situation and measures of sex education for pupils in some high schools in District 2, Ho Chi Minh City. Graduation thesis, HCMC University of Education. Huynh Van Son, Dao Le Hoa An. (2013). Conversation with Dr Deer. Youth Publisher. Vu Dung. (2008). Dictionary of Psychology. Dictionary of Encyclopedia Press. Francoise Dolto, Catherine Dolto Tolitch, Colette Percheminier. (2004). Speaking of adolescence. Van Anh (translation). Youth Publisher. Tran Ngoc Giao, Le Van Tac. (2010). Integrated education management. Women's Publisher. Pham Thanh Hiep. (2011). Life skills: Who are you?. Education Publisher of Vietnam. Nguyen Van Ho. (2002). Teaching theories. Education Publishing House. Le Van Hong. (2009). Psychology of age and pedagogical psychology. Hanoi National University Publisher. Bethany Hiatt. (2018). Primary school principal faces child sex assault charges. The West Australian. Gillian C. Mezey. (2000). Male Victims of Sexual Assault. Oxford University Press. Jenny Petrakẻ. (2002). The Trauma of Sexual Assault : Treatment, Prevention and Practice. John Wiley and Sons Ltd. 209

Politics/ Society/ Management (2) Wednesday, January 23, 2019 14:45-16:15 Lailic Session Chair: Prof. Jia-wei Liu ISSSM-0287 Defect of Election Study: A Study on Voting Behavior of Hakka in Taiwan Jia-Wei Liu︱National Taipei University ISSSM-0264 Citizen Participation in the North West of Tunisia, Process, and Transparency in Local Government: Beja, Krib, Maaloula, and Rouhiya Case Study Akram Jabri︱Toyo University Nakabasami Chieko︱Toyo University ISSSM-0293 Cultural Wisdom “Natural Indigo Dyeing\" Towards the Development for Creative Tourism of Ban Choeng Doi, Kut Bak District, Sakon Nakhon Province Kallayanee Kullachai︱Srinakarinwirot University Peerachai Kullachai︱King Mongkut’s Institute of Technology Ladkrabang ISSSM-0332 Factors Affecting Consumer Purchasing Decision in Online Shopping Kanchanawedee Samleetes︱Rajamangala University of Technology Suvarnabhumi Wasutida Nurittamont︱Rajamangala University of Technology Suvarnabhumi ISSSM-0351 The Role of Online Marketing Promotion Affecting Online Purchasing Decision Making of Consumers Nanthaporn Huaykaew︱Rajamangala University of Technology Suvarnabhumi Napason Chekchuenkul︱Rajamangala University of Technology Suvarnabhumi 210

ISSSM-0352 Potential of Ecotourism Destinations in Suphan Buri Province Sunantha Khamnuanthong︱Rajamangala University of Technology Suvarnabhumi Phannarai Paiboon︱Rajamangala University of Technology Suvarnabhumi 211

ISSSM-0287 Defect of Election Study: A Study on Voting Behavior of Hakka in Taiwan Jia-Wei Liu National Taipei University E-mail: [email protected] In the study of voting behavior in Taiwan, there is a group of people who are less concerned about the individual, but in the campaign. What is the deeper reason behind the tendency of the Hakka ethnic group’s political orientation to have a “Blue-North and Green-South” from the aggregate data of the past elections? What is the reason for this explanation to be different from other ethnic groups? In 2016 the DPP won the election, during the election, whether the “national-level three-lane romantic street” was favored by the Hakka ethnic groups and whether there was a “turning from blue to green” situation? If so, by what were those reasons? The design of the program was as follows. 1,067 Hakka samples were completed for the Hakka population, and the questionnaire was designed to ask questions about the Hakka ethnic group. The factors of questionnaire design include: 1. Identity background; 2. Sociological factors (regional, topography, language, Min-hakka relationship, Hakka generation, intermarriage / clan, Urban Hakka, Hakka media use); 3. Rational choice factors (the Government favored north over south, issues of concerning); 4. Social psychological factors (politician factors, Hakka identity and party preferences factors). The purpose of the proposal is to complement the electoral research - the vote of the Hakka ethnic group and the operating of Hakka votes. We have put together the “Hakka Election Study” puzzle, and the Taiwan electoral research has become more complete. Moreover, the future will be Taiwan’s Hakka election research, forward south to the country’s Hakka ethnic voting behavior research. Keywords: ethnic, election, voting, hakka 212

ISSSM-0264 Citizen Participation in the North West of Tunisia, Process, and Transparency in Local Government: Beja, Krib, Maaloula, and Rouhiya Case Study Akram Jabri, Nakabasami Chieko Toyo University, Regional development studies Department, Japan E-mail: [email protected], [email protected] This study had two objectives. First, it examines the relationship between citizens’ participation in administrative policymaking phases and their perception of government transparency. Then, it investigated how citizens’ use of offline and online participation channels and their involvement in different phases of policymaking were related to their assessment of transparency in government. Abstract A 2018 survey of the inhabitant in the north-west of Tunisia is used to test the study hypotheses. The study found that citizens involved in citizen participation programs are more likely (than those not involved) to positively assess transparency in government. With regard to the relationship between participation channels and transparency, citizens who used offline participation channels (meetings, leaflets…) were more likely than non-users to perceive transparency in local government. However, their use of online participation channels had less effect on perceptions of transparency. Finally, participation in the policy process, positively affected citizens’ assessment of transparency in local government. Keywords: transparency perception, citizen participation, participation channels. Introduction Over the last two decades, research on citizen participation in public administration has progressed significantly (Cooper et al, 2006; Gaventa & Barrett, 2012; Reddick, 2011; Royo et al, 2011). The promotion of citizen participation in public administration, in order to promote democratic values such as transparency and accountability, has been emphasized by researchers and practitioners (Fung, 2006, Irvin & Stansbury, 2004; King et al 1998). Cooper et al. (2006) further argued that deliberative and collective action strategies of civic engagement are the most promising ways to involve the public and focus public management on citizen concerns. Moreover, it has been underscored by several scholars that providing more opportunities for citizen participation and input in government performance evaluation and policymaking is an 213

important strategy to improve trust in government (Kim, 2010; Citrin & Muste, 1999; Kweit & Kweit, 2007). Many governments, wishing to create more robust information exchanges with their citizens, have made concerted efforts in harnessing new technologies as a means to engage them in the participation of policy formation and evaluation. A growing body of literature has been describing these efforts (Macintosh & Whyte, 2008; Organization for Economic Co-operation and Development [OECD], 2003; Norris, 1999). Improvements in technology and the increasing availability of new channels of communication (such as the Internet, mobile communications, and rapidly evolving social media platforms) has enabled many governments to adopt varying forms of electronic participation (e-participation) applications for their citizenry. E-participation applications include such things as online forums, virtual discussion rooms, electronic juries, and electronic polls (World Bank, 2017; OECD, 2003). The relationship between opportunities for public input and policy acceptance especially focused on the impact of fair processes at the individual level has been explored by scholars. Overall, they have found that, with regard to the acceptance of policymaking decisions, procedural fairness matters (Tyler et al, 2002). It is also an important factor in enhancing participants' self-esteem through their sense of being treated with dignity (Tyler, 1999; Tyler et al 1996). Despite the increasing amount of research on the outcomes of citizen participation, gaps still remain in our understanding of the relationships between citizen participation and participants’ perception of transparency in government. Transparency is viewed as an essential democratic value by both practitioners and scholars. This value underpins a trustworthy, high-performing, and accountable government (World Bank, 2017; Transparency International and the United Nations Human Settlements Program, 2004). A high degree of openness by government agencies regarding their decisions and actions can reduce information gaps between government and citizens and enhance the level of transparency (World Bank, 2017). It has been found, however, that the design and nature of the citizen participation procedures impact on citizens’ experiences of participation in local government affairs, and can lead to either positive or negative perceptions of transparency in local government (World Bank, 2017; Kim & Lee, 2012). The purposes of the present study are twofold. First, it examines the relationship between citizens’ participation in administrative policymaking and their perception of local government transparency. Second, it investigates how citizens’ use of two different types of participation channels (i.e., offline and online participation) at different stages of policymaking (agenda setting, implementation, and evaluation) is related to their assessment of transparency in government. To be precise, the following research questions are analyzed: 214

(1) What is the association between the citizen participation in administrative policymaking and the perceived transparency in local government? (2) Is participants’ use of participation channels associated with perceived transparency? And (3) Is citizen participation in a specific policymaking phase (agenda setting) associated with perceived transparency in government? The North West Tunisian 2018 Citizen Survey data, collected from 260 residents, has been used to test this hypothesize. Literature Review and Hypotheses We have chosen to adopt the definition of citizen participation as described by Verba et all (1995). They described it as any voluntary action by citizens that is more or less directly aimed at influencing the management of collective affairs and administrative decision making. Several types of citizen participation programs have been categorized by scholars. Arnstein (1969), for instance, introduced a ladder of participation that describes levels of interaction and influence in the decision-making process, moving from basic to more in-depth participation: information, communication, consultation, deliberation, and actual decision making. Rowe and Frewer (2005) similarly categorized three different purposes of citizen engagement in public administration: (1) communication, where information is conveyed from the government body to the public; (2) consultation, where information flows from the public to the government; and (3) participation, where information is exchanged between the public and the government and some degree of dialogue takes place. Public administration and development literature has characterized citizen participation as one part of administrative policymaking processes. The World Bank (2017) has defined this as 'induced participation', and described it as driven and managed by government agencies (World Bank, 2017). This 'induced participation' could be present in the agenda setting, policy formation, implementation, and evaluation phases (Arnstein, 1969; King et al., 1998). For this study, we adopt this last categorization of citizen participation in administrative policymaking processes (hereafter, “citizen participation in policymaking”), which focuses on participation programs in the policymaking phase designed and run by local government represented by its municipality consul. Besides, as many government agencies have started electronic applications and have taken advantage of web-based activities to communicate and to provide participation channels online with constituents, the evolution of citizen participation in policymaking has entered a new phase. 215

Local governments may confront difficulties in planning customized assessment techniques suitable for different sorts, arrangements, and motivations of online and offline participation programs during the different policymaking phases. Accordingly, assessing the results of citizen participation programs is imperative since it gives a chance to set up a deliberate input instrument on participation programs as a method for advancing popularity based administration esteems in local government agencies. In this specific circumstance, the present study breaks down how citizens’ participation in policymaking and their use of participation channels in the different phases of policymaking are related to their assessment of transparency in local government. Citizen Participation and Transparency As mentioned earlier, one of the core values or goals of citizen participation programs and policies in a democratic governance context is usually to enhance citizens’ perceptions of government transparency. Openness in government-related application processes and decision making is an integral component of this perception (World Bank, 2017; Transparency International and the United Nations Human Settlements Program, 2004). It has been indicated by both scholars and practitioners that citizens and community organizations frequently express their desire for greater transparency and accountability from their local government in addition to a more participatory approach to administrative policymaking processes (Hambleton & Gross, 2007). Additional components of openness could include good information and knowledge sharing between sectors and across agencies, and the use of multiple methods to communicate government activity and functions to the local community. (Kim, 2009) further contended that integrity, or incorruptibility, is another crucial dimension of transparency. Integrity requires holders of public office to avoid placing themselves under financial or other obligations to outside individuals or organizations who may influence them in the performance of their official duties (Pope, 2005). Further to this, citizens’ perceived empowerment through fair and increased opportunities to participate in the decision-making processes of local government could be another indicator of the government’s degree of transparency (Kim, 2009; World Bank, 2017). According to researchers on citizen participation, citizens who receive quality feedback and responsiveness when interacting with government through citizen participation programs are likely to perceive that they gain useful policy information that helps them to better understand government agencies and community issues (Blackburn & Bruce, 1995; Sabatier, 1988). Recent empirical studies (Wang & Van Wart, 2007) have also implied that citizen participation is likely 216

to be positively associated with transparency in government by improving government officials’ ethical behaviors such as integrity, honesty, and accountability practices. Hence, we predict that citizens’ commitment to public participation programs will be positively associated with their assessment of government transparency. The participants in such programs should learn more about community issues than other citizens who do not engage in them. Residents engaged in the participation programs may perceive that government agencies are capable of providing participatory governance, active communication, and transparency with citizens. To measure citizens’ evaluation of transparency in local government, we focus on their perceptions of transparency in government functions regarding civil applications and decision making. Hypothesis 1: Citizens’ participation in administrative policymaking will be positively associated with their assessment of transparency in local government. Online and Offline Participation and Transparency The utilization of web-based interactive technology as a means of promoting citizens’ administrative participation has been shown by studies to not only help gauge citizen preferences in government decisions but also to improve decision making and transparency (Bertot et al, 2010; Robbins et al, 2008; Phillips & Abey, 2007). In comparison to offline participation channels, online channels allow a more efficient dissemination of government policy and programs to citizens (Borgea, Colombo, & Welp, 2009) and a higher level of interactive communication between government employees and citizens, as well as among citizens (Phillips & Abey, 2007). Furthermore, the ease and effectiveness of online participation applications have also been found to motivate citizens to use them (Borgea et al, 2009). Online participation channels often allow citizens to locate public policy and program information on community issues more readily. Also, online channels give citizens greater ability to offer input or ask questions on policy and community issues, to view other participants’ ideas, and to share their thoughts with others (Coleman et al, 2008; West, 2004). Other benefits for improved citizen participation involving online participation channels include increased flexibility, as citizens can visit online participation websites at their convenience; the possibility to view ongoing forum discussions repeatedly; and the ability to post their own ideas whenever they wish (Robbins et al, 2008). Online participation channels become a useful tool in expanding the scope and breadth of information available to the public and to key constituents (Robbins et al, 2008; Phillips & Abey, 2007). Real-time, interactive, web-based methods also enable citizens to become educated 217

participants on complex technical issues such as tax and budget choices (Robbins et al, 2008). In this way, we hypothesize that online channels should be considerably more effective than offline channels in instigating positive perceptions of government transparency. Hypothesis 2: Citizens who use online participation channels are more likely to indicate a more favorable assessment of transparency in local government than those who use offline participation channels. Citizen Participation in Policymaking Phases and Transparency One criticism of citizen participation practices is that participation often takes place only after the policy agenda has been set and decisions have been made (King et al., 1998). In such manner, citizen participation during the agenda-setting phase is imperative since it reflects one of the key segments of authentic participation, namely that public input should be sought at the early stages of the decision-making process before any decisions are finalized (King et al., 1998). When citizen participation programs are more open to the public, individuals have more prominent access to important data about potential policy agendas and can observe how public administrators, policymakers, and associate participants express, exchange, frame, and shape their opinions and preferences. We hypothesize that citizens will most strongly perceive this openness at the agenda-setting stage. Hypothesis 3: Citizens’ participation in the policy agenda-setting phase is positively correlated with their assessment of transparency in local government. Research Methods Data and Measurement To test the research hypotheses, we used the 2018 Citizen Survey data collected from four target municipality`s residents in the North-west of Tunisia, namely Beja, Magoula (Beja governorate) and Krib, Rouhiya (Siliana governorate) This survey was originally designed to investigate and aid in understanding attitudes toward various citizen behaviors, (assessment of transparency in local government, altruism, social networks, and engagement in civic organizations and participation). The survey was conducted in August 2018, using face-to-face interviews and meetings. We collected 260 usable surveys. 218

Fig 1: Distribution of the sample and population with regard to gender and age. Table 1. Demographics of Sample and Population Variable Characteristics Respondents (%) Population (%) 49.61 Gender Male 55 50.39 43.91 Female 45 15.19 14.54 Age Twenties or younger 19 13.37 Thirties 33 Forties 22 Fifties 17 Perception of transparency in government was measured using two survey items. Using a 5-point Likert-type scale, the participants were asked to evaluate Beja municipality efforts to improve transparency in civil application procedures, and in decision-making processes. Citizen Participation. Citizen participation was measured in terms of respondents’ actual participation in municipality citizen participation programs. When designing the survey instrument, we deliberately inspected the four municipality`s participation programs and channels to identify what citizen participation programs were available. Then, we conducted face-to-face interviews and meetings with multiple officers as a means of cross-checking. Respondents were requested to identify all the programs in which they participated. We coded responses as 1 if a respondent indicated having participated in any participation program on the list in three previous years or 0 if they had not. Of the 260 survey participants, 38 (14.62 percent) indicated having used at least one participation program. Citizens’ Use of Online Participation Channels. We additionally separated the survey respondents’ use of online and offline participation channels. We coded this variable as 1 if a respondent indicated having participated in any online program or 0 if not. We counted a form of involvement as online participation if citizens could 219

participate completely online. Of all respondents, 22 (8.46 percent) reported that they had exclusively used at least one online participation program, 47 (18.08 percent) had exclusively used at least one offline citizen participation program, and 11 (4.23 percent) indicated involvement in both offline and online participation channels. Table 2. Demographics of the Sample and Population 20.00% 18.08% 15.00% 8.46% 10.00% 5.00% 4.23% 0.00% Online participation Offline participation Online and offline Citizens’ Participation in Policymaking Phases. Demographics (e.g: gender and age; Jennings, 1983) and socioeconomic status (e.g. education and income; Thomas & Melkers, 1999) have been identified in citizen participation literature as crucial factors affecting not only citizens’ choices of whether to participate, their participation channel, and the phase of involvement, but also their perceptions of government transparency. To control these effects, we included a dummy gender variable (males coded as 1 and females as 0) and age, measured on a continuous scale, in the models. Although education is likely to covary with income, we included education separately to control for its possible effects on perceptions of transparency in government. Education was measured on an ordinal scale, with the coding of 1 to 5 for respondents (with a high school diploma, enrolled in a bachelor’s degree program, possessing a bachelor’s degree, enrolled in a master’s program, and holding a master’s degree, respectively). Income, likewise, was represented in terms of households’ monthly income, on an ordinal scale ranging from more than $500 to less than $150. Fig 2: Relation between the education level and incomes. 220

Estimation Method Citizens’ participation is likely to be endogenous because their choice whether to participate is correlated with observed and unobserved factors that affect apparent transparency. The study used the Logit model where the endogenous variable is transparency defining whether citizen perceives the local government as transparent or not. A series of first-stage models revealed that instrumental variables such as age, gender, education level were strongly associated with actual citizen participation, the choice of citizen participation channels, and the choice of citizen participation timing. In general, choices of both channel (online and offline) and timing were positively associated with perceptions of local government efforts to engage citizens, and with the level of education. Results Table 3 presents the results of the Probit model of the relationship between citizen participation and transparency in government. The results of the Probit estimation showed that citizen participation was significant. The results supported hypothesis 1 (z= 3.92, p< 0.01). That is, the use of citizen participation programs was positively and significantly associated with the citizens’ assessment of transparency in government. Model 2: Probit, using observations 1-260 Dependent variable: transparency Standard errors based on Hessian const Coefficient Std. Error z p-value ** Age −1.1514 0.4505 −2.556 0.0106 * −0.0112 0.0083 −1.358 0.1744 *** Gender 0.3707 0.1988 1.864 0.0623 Hh income 0.0366 0.0595 0.6162 0.5378 Edu level 0.0866 0.0860 1.007 0.3140 Participation 0.9295 0.2366 3.928 <0.0001 *p< 0.1; **p<0.05; ***p< 0.01. On the other hand, the frequency with which citizens used online channels was negatively related to transparency (z=2.86, p< 0.01). Demographic and socioeconomic control variables (age, hh income, educ level) were not significantly related to transparency in government. 221

In hypothesis 2, we expected that citizens who used online participation programs would assess transparency in local government more favorably than those using offline channels. To test this, we constructed three separate models. Model 5 included citizens’ use of offline participation channels as a key independent variable along with specific control variables; Model 5: Probit, using observations 1-260 Dependent variable: transparency Standard errors based on Hessian const Coefficient Std. Error z p-value ** −1.0994 0.4577 −2.402 0.0163 *** Mc offline 0.7555 0.2638 2.864 0.0042 * Age −0.0131 0.0085 −1.535 0.1247 Gender 0.3685 0.2024 1.820 0.0687 Hh income 0.0197 0.0612 0.3224 0.7471 Edu level 0.0936 0.0875 1.070 0.2846 Participation 0.4658 0.2879 1.618 0.1057 *p< 0.1; **p<0.05; ***p< 0.01. Model 4 included citizens’ use of online participation channels and the same control variables. Model 4: Probit, using observations 1-260 Dependent variable: transparency Standard errors based on Hessian const Coefficient Std. Error z p-value *** −1.2831 0.4602 −2.788 0.0053 ** * Mc online 0.8363 0.3450 2.424 0.0154 Age −0.0103 0.0084 −1.228 0.2194 ** Gender 0.3755 0.2002 1.875 0.0608 Hh income 0.0788 0.0631 1.248 0.2121 Edu level 0.0334 0.0897 0.3723 0.7097 Participation 0.6532 0.2641 2.473 0.0134 *p< 0.1; **p<0.05; ***p< 0.01. Model 3 incorporated both online and offline programs, as some participants used both categories. 222

Model 3: Probit, using observations 1-260 Dependent variable: transparency Standard errors based on Hessian const Coefficient Std. Error z p-value *** −1.2215 0.4682 −2.609 0.0091 *** ** Mc offline 0.7731 0.2680 2.885 0.0039 * Mc online 0.8650 0.3535 2.447 0.0144 Age −0.0124 0.0087 −1.428 0.1533 Gender 0.3692 0.2038 1.811 0.0701 Hh income 0.0634 0.0651 0.9749 0.3296 Edu level 0.0379 0.0913 0.4152 0.6780 Participation 0.1710 0.3153 0.5425 0.5875 *p< 0.1; **p<0.05; ***p< 0.01. The Probit models revealed different results. In Model 5, citizens’ use of offline participation channels was significantly and positively associated with transparency (z=2.88; p< 0.01). That is, compared to citizens who did not participate in any offline participation programs, those involved in at least one offline program tended to positively assess transparency in government. The results in Model 4, however, showed that citizens’ use of online participation programs was less significantly related to transparency than offline participation. In Model 3, use of both channels was significantly and positively associated with perceived transparency in government (z=2.88; p< 0.01) (z=2.44, p< 0.05), meaning that citizens who participated in both offline and online participation programs viewed municipality transparency more favorably than those who used either channel alone. Considering the results of the Probit Models 4 and 5, we conclude that hypothesis 2 was not fully supported by the data. However, the results of Model 5 may partially support hypothesis 2. That is, when citizens use online participation channels alone, this may not directly affect their assessment of transparency, but using online and offline channels together may facilitate a more positive view. Table 5. Citizen Participation by Policymaking Phase and Transparency Model 6: Probit, using observations 1-260 Dependent variable: transparency Standard errors based on Hessian const Coefficient Std. Error z p-value *** Age −1.60326 0.4965 −3.229 0.0012 −0.0048 0.0089 −0.5465 0.5847 223

Gender 0.1657 0.2162 0.7663 0.4435 0.8313 0.4058 Hh income 0.0545 0.0656 0.6676 0.5044 7.295 <0.0001 Edu level 0.0622 0.0932 Consultation 1.6049 0.2200 *** *p< 0.1; **p<0.05; ***p< 0.01. The results of the Probit Model 6 supported hypothesis 3, namely, that citizens’ participation in the policy agenda-setting phase would be positively and significantly associated with perceived transparency in government (z=7.29; p< 0.01). In other words, citizen’s perceptions of the government’s efforts to engage them were positively associated with transparency. Citizens’ assessment of transparency in government could affect their decisions to participate and to choose a participation channel and timing (Welch, 2012). The citizens’ decision to participate, their choice of participation channel, and participation timing significantly affected their assessment of the transparency whereas perceived transparency did not significantly affect any of the other factors. These findings are consistent with prior research (Welch, 2012). Discussion The study results indicate that when citizens become involved in government participation programs, they are more likely than those who do not participate to positively assess transparency in government. The findings support previous studies claiming that citizen participation, as a democratic governance mechanism, can serve as a means of improving transparency in government (Bertot et al., 2010; Ebdon & Franklin, 2006; Fung, 2006; Irvin & Stansbury, 2004; Welch, 2012; Yang & Holzer, 2006). Specifically, we found that citizens’ use of offline channels as a means of administrative participation in local government is correlated with the perception of enhanced transparency when compared with citizens who used online channels. This finding is consistent with conventional citizen participation literature, which emphasizes the role of participation in offline settings in enhancing transparency (Robbins et al., 2008, Box, 2007; Kweit & Kweit, 2007). Meanwhile, the study suggests that the utilization of online channels as a method for managerial support is fairly restricted in enhancing public assessments of transparency in local government. One conceivable clarification for this outcome is related to the nature of online participation technologies. Online participation gives citizens more advantageous access to data that encourages their participation and better interactivity with the government. However, by its nature, online participation is constrained in empowering citizens to physically observe how 224

government officials authorities with citizen input and make decisions, a factor that regularly shapes citizens’ perception of transparency in government. Another possible explanation for the limited positive influence of online mechanisms could be the lesser maturity of online participation tools. Online participation is a relatively new channel for both citizens and government, and thus it is probably still too early (especially as four years since the participation program starts) for users to take full advantage of its capabilities in facilitating citizen participation and exchanges of ideas. Survey evidence on citizens’ use of e-participation in the United States demonstrated that citizens were most likely to use online participation for management-related activities and much less likely to use the Internet for more advanced consultative and participatory activities (Reddick, 2011). Meanwhile, on the government side, the literature on citizen participation has demonstrated that local governments still underutilize the possibilities of active online participation programs (Reddick, 2011; Royo et al., 2011; Yang & Callahan, 2005). Based on a national survey of 428 U.S. local governments, Yang and Callahan (2005) found that citizen input is rarely sought in decision making or in functional areas that are managerial or technical in nature or involve issues of confidentiality. More recently, Royo et al. (2011) found that most local governments in Germany and Spain used citizen participation only to increase the level of perceived legitimacy or to comply minimally with legal requirements, without really taking advantage of citizen participation to enhance decision-making processes. The findings of this study indicate that involving citizens in the agenda-setting is a more influential timing in order to positively affect their assessment of transparency in government. The findings reinforce the recommendation in previous citizen participation literature that authentic citizen participation should engage citizens at an earlier point in policymaking (King et al., 1998), to provide them with a better opportunity to influence not only policy goals and tools but also the procedures and rules governing how those goals and tools are implemented (e.g. what information will be made available to the public). The findings are likewise predictable consistent with previous studies’ emphasis that introducing a citizen monitoring element increases the likelihood of catching deception and ensures the government’s commitment to openness and honesty (Yang & Holzer, 2006). Conclusion This study found, that residents' commitment in citizen participation programs was positively associated with their assessment of government transparency. It likewise found that citizens have a higher assessment of transparency in local government when they engaged in offline participation programs. This study contributes to the transparency literature by shedding light on the role of citizen participation channels and timing of involvement in influencing citizens’ assessment of transparency in government. 225

To enhance our comprehension of the relationship between citizen participation and transparency, researchers and professionals should give careful consideration to when and how different types of participation programs facilitate citizens’ assessment of transparency in local government. For instance, as noted above (Rowe & Frewer, 2005), citizen participation can be distinguished between the dimensions of consultation and active participation (Organization for Economic Cooperation and Development [OECD], 2001). The consultation seeks out citizen participants’ involvement in the decision process; in other words, “government asks for and receives citizens’ feedback on policy-making” (OECD, 2001, p. 15). Active participation, in contrast, highlights “citizens’ engagement in decision-making and policymaking” (OECD, 2001, p. 17). Through active participation, citizens could start a two-way collaboration with government by suggesting policy and program ideas, giving criticism on existing government projects, and sharing ideas with other participants. Because of taking part in active participation programs, citizens may assume a greater monitoring role and perceive stronger ownership and empowerment with regard to public administration. In this way, citizens’ experiences in active participation programs could lead to more strongly positive views of the local government transparency. Accordingly, future research should analyze how citizens’ experiences with active participation facilitate their assessment of transparency in local government when compared to their experiences in consultation or information access. Among the limitations of this research, its outside legitimacy is constrained since the survey data came from people in four particular cities, it is likely that citizens’ participation in local government and their perceptions of their local government are socially, politically, and culturally constructed. Therefore, the results could be exceptionally affected by North West Tunisia’s particular historical, political, and cultural context. Accordingly, in-depth case studies in various regions would be needed to further advance our understanding of the relationship between citizen participation and transparency at the local government level. Future studies should give careful consideration to see how citizens’ participation in different policy areas is related to their perceptions of transparency in government. Finally, the use of perceptual measures (e.g., perceived transparency in government) based on survey data may be viewed as a limitation. Perceptual measures have been generally used in the field of public administration. However, they are regularly reprimanded for neglecting to measure actual individual actions or target factors such as performance, and for containing individual perceptional bias, social desirability bias, and positivity bias (Meier & O’Toole, 2013). Although it is quite difficult to obtain non-perceptual individual data that would meaningfully capture variables such as the degree of transparency in government, we encourage researchers to seek creative solutions to this ongoing measurement challenge. References 226

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ISSSM-0293 Cultural Wisdom “Natural Indigo Dyeing\" Towards the Development for Creative Tourism of Ban Choeng Doi, Kut Bak District, Sakon Nakhon Province Kallayanee Kullachaia, Peerachai Kullachaib a Department of Geograhpy, Faculty of Social Sciences, Srinakarinwirot University, Thailand b Department of Agriculture Development, Faculty of Agricultural Technology, King Mongkut’s Institute of Technology Ladkrabang, Thailand E-mail: [email protected] a, [email protected] Abstract The aim of this research is for undertaking a study of the potentiality of travel location related to cultural wisdom on natural indigo dyeing in Sakon Nakhon Province for developing towards creative tourism by using the process of participatory action research (PAR), focus group and in-depth interview. This practical approaches contain a systematic thinking process, a surveying unique natural indigo dye method, a natural and cultural tourism resource of Ban Choeng Doi and data analysis for generating a creative tourism program. The study outcome found that Ban Choeng Doi’s natural and cultural touring resources have high potentiality to be used to generate a creative tourism program showing natural indigo dyeing that has traditional unique indigo dyeing. The original way of people's life in natural indigo dyeing by having many processes as follow: planting Indigofera tinctoria within the community, picking indigo yields to taken into indigo extraction process for order to get the indigo colour, taking the cotton fabrics from the farming and factory to dye by using the indigo colour with traditional characteristic tracery textlie such as khanthai (plow) patterns, sakhedtham (flakes fair) patterns and so on. More significantly, a community philosopher, Mrs. Praree Phimmapha as a natural indigo dyeing expert, stated that the process of indigo extraction emphasises on maintaining the indigo extraction to be a alkaline condition by utilising natural materials. For instance, cinders from burning up the wood to be mixed in indigo extraction resulting in the lasting indigo color. As for natural touring resources, the outcome found that Ban Choeng Doi's natural touring resources has high protentiality be adapted and be part of managing a tourism program; for example, Dan Mae Man (Mae Man rock) located in the foothill consists of marvelous rock patterns and these rocks have their own stories related to the area that can be talked and shared as a story telling to attract the tourists. In terms of appropriate time for travelling, the tourists are capable of travelling to visit the community in both raining and winter season. More importantly, the creative tourism program contains learning about the traditional natural indigo dye, characteristic tracery textlie weaving, soaking up and absorbing the Phu Thai culture through foods, lifestyle, belief and Twelve Annual Festival of Isan people observed one per month 230

(Heet 12) traditional custom. Moreover, there is a Hiking activity to learn about forest resources to know how to use the benefits from the forest such as natural indigo dye processes, to adapt the way of farmer lives to be part of the creative tourism program by providing the community with knowledge how to strengthen their community to be suitable for being a creative touring resources in terms of creating and developing activities, residential places, foods and community human resources to have sustainable community tourism resources in the future. This section should be the shortest part of the abstract and should very briefly outline the following information:A What is already known about the subject, related to the paper in question? What is not known about the subject and hence what the study intended to examine (or what the paper seeks to present) In most cases, the background can be framed in just 2–3 sentences, with each sentence describing a different aspect of the information referred to above. The purpose of the background, as the word itself indicates, is to provide the reader with a background to the study, and hence to smoothly lead into a description of the methods employed in the investigation. Keyword: cultural wisdom, creative tourism, natural indigo dyeing 231

ISSSM-0332 Factors Affecting Consumer Purchasing Decision in Online Shopping Kanchanawedee Samleetes*, Wasutida Nurittamont Faculty of Business Administration and Information Technology, Rajamangala University of Technology Suvarnabhumi, Thailand * E-mail: [email protected] Abstract The research aims to 1. To study factors affecting consumer purchasing decision in online shopping, 2. To analyze factors affecting consumer purchasing decision in online shopping with quantitative research method. The population in this study is a group of people who buy online products. The sampling techniques used in this study are non-probability sampling and convenience sampling. Online questionnaires are used and there are 4 independent variables in the study: convenience, modernity, security, time-saving. Dependent variables include consumers’ online shopping decision. Statistics in the study comprise descriptive statistics including frequency, percentage, mean, standard deviation, and multiple regression analysis. The study reveals that factors affecting consumer purchasing decision in online shopping are based on convenience in buying online products. In relation to all variables, it is found that all variables contain opinion in a high level. Analysis of factors affecting consumer purchasing decision in online shopping with multiple regression analysis shows that factors in purchasing online products that affect consumers’ decision are at 47.9 percent in terms of time- saving with a statistical significance level of 0.01. Based on the analysis, it is also found that factors regarding time- saving and security have positive effect on consumers’ online shopping decision. Key words: purchasing decision, convenience, modernity, security, time- saving. 1. Background Online shopping is a kind of marketing activities called electronic marketing or E-marketing which started in 1990 (Beiermann, 2007). In the past communication channels to consumers were not varied but nowadays consumers can choose to receive information from many diversified channels. Previously, consumers could receive information from offline media such as television, radio, newspaper, etc. At present people turn to receive information from various kinds of channels like online media such as Facebook, Line, Instagram, Twitter, and other Applications (www.marketingthai.or.th. online). Therefore, change occurs to consumption behavior, the way of life of some groups of consumers turns to pay attention to online shopping. Statistical information indicates that today people spend their times in front of a telephone screen as high as 43.6 percent. Consequently, online 232

marketing is a channel that numerous brands choose to utilize widely because those people have behavior to regularly use their smart phones to send and receive information, news of product brands or services that they are interested in through online marketing channel. As a result, using online medial like Facebook, Instagram or websites is a good start to promote products or build brand awareness for each product among those consumers to pay attention to and have desire to purchase something (www.makewebeasy.com.online). With regard to the above mentioned importance, the researcher would like to study factors affecting consumer purchasing decision in online shopping so that study results can be employed as information for future improvement and development. Literature Review The researcher focuses to study factors affecting consumer purchasing decision in online shopping and conducts studies, research, and seeks information from different data sources such as research reports, documents which can be concluded as follow: Related concepts and theories Decision Making Regularly each consumer needs information and time for making decision for each product differently. For some products, they require more information and take long time for making a comparison while some products they do not need long time to make decision to purchase (http://doctemple.wordpress.com.Online). Decision making: when consumers evaluate their choices, they would make decision finally which brand they are going to purchase. Such of this decision is based on various information they receive from evaluating their choices. However, each consumer has decision-making styles differently depending on individual psychological characteristics. Different decision-making styles enable consumers to make decision differently thought they may receive the same product information (Chuchai Smittikrai. 2018). It is consistent with a study by Amphol Nawawongsatien. (2014) who conducted a study and analysis factors affecting consumers’ decision making in online shopping in Bangkok. The study found that important factors affecting consumers ’decision making behavior in shopping online were demographic characteristics of consumers, marketing mix of online shops, psychological factors of consumers, and social factors of consumers. Decision Making Process: decision making process can be widely divided into 3 procedures as (Schiffman and Kanuk, 2010) 1.Pre-decision making process such as problem/need recognition, information search, evaluation of choices, 2.Decision making process such as purchase/not 233

purchase, 3. Post-decision making process includes post purchase evaluation, post purchase evaluation results, reasons why consumers are not satisfied after purchasing, post purchase behavior reinforcement (Moenjit Jitsunthornchaikul. 2018). Convenience Online shops are regarded as a channel in product purchasing between operators and customers. Online shops are designed to be similar to stores that display product details, prices, and services available in those shops to accommodate customers who purchase through websites without travelling. It is very advanced distribution channel that products can be sold 24 hours, cost saving, and low investment (www.sogoodweb.com.online) which consistent with the research study conducted by Heather Abrafi Agyapong. (2018). This study was therefore to determine the factors influencing online purchase intention in Finland. There are however many factors that influence online purchase in Finland with convenience being the biggest perk. Finnish shoppers are also keen on the quality of products that they intend to purchase. Hypothesis H1: convenience may have positive effect on consumer purchasing decision in online shopping. Modernity Trust is the most important thing in e-marketing or e-commerce as trust and confidence are important factors that affect website visitors to place an order. There are 10 techniques to build trust for an e-commerce website that online business owners can do by themselves: 1. Have its own domain mane. 2. Avoid using free web hosting. 3. Design a website to look credible and trustworthy. 4. Always come up with new information. 5. Show simple contact channel. 6. Use customer testimonials in contents. 7. Being certified by reliable institutions. 8. Present awards or information about products on the website. 9. Refer to availability of service hours. 10. Double check messages and spelling to ensure correctness. The item number 4 is often mentioned that some websites do not update information for such a long time and customers are curious if they are still active or not which results in making those websites unreliable. Therefore, online business owners have to regularly provide new information to draw attention from audiences to visit websites. In the meantime, it can confirm that those websites have administrators and available (Pawut Pongwittayapanu.2015) and is consistent with a research study conducted by Piyamaporn Chuaychunoo.(2016). Hypothesis test results indicate that different demographic factors as gender, age, educational level, occupation, and monthly income do not have effect on purchasing decision in online shopping differently. All marketing mix factors such as personnel and product quality, price, promotion, image of products and shops, information about shops, products, and service process have effect on purchasing decision in online shopping. which consistent with a research study conducted by Rapeepat Manusunthorn.(2015) about website development and building social network to publicize community business in Phuttamonthon 234

district, Nakhon Pathom province. The study result found that business operators were satisfied with beautiful website design, modernity and interesting look of the website, the website pattern was easy to read and functional. Menus in the website were easy to be used, font size was easily readable and pleasing. Overall the quality of contents was in the highest level of satisfaction. Hypothesis 2: modernity probably has positive effect on consumer purchasing decision in online shopping. Security Information security: it can be divided into two words; information refers to data in the form of number, message, or graphic that are collected in a system and presented in a pattern that users can understand clearly in terms of reports, tables, or charts; and security refers to a status that is established and maintained as a preventive measure to ensure that an adversary cannot trespass. When the two words are combined it can be “Information Security” that refers to a study about insecurity in using computer system data, planning, and system management of security in computing through the following: 1. Personal computer security. 2. Database security. 3. Communication network security. 4. Physical security. 5. Risk analysis. 6. Legal approach. 7. Computer ethics on “computer security” (https://th.wikipedia.org/wiki/.online). It is consistent with a research study conducted by Jutharat Kiatrasami.(2015). The study result found that the first number of factors affecting consumer purchasing decision in online application in Bangkok and outskirts of Bangkok were 1) factors relating to products; distribution channel, and technology acceptance, followed by 2) factors relating to security and trust, 3) factors relating to price, quality and variety of products in applications, and on-time order delivery, 4) factors relating to public relations, communication with consumers, and reputation of applications. It is consistent with a research study conducted by Surisa Trongjit.(2016). The study result indicated that factors influencing on consumer purchasing decision in online shopping through e-marketplace were factors relating to efficiency of websites and product presentation. The study also found that educational level is the only demographic factor that had effect on consumer purchasing decision in online shopping through e-marketplace. The reason was that consumers having higher educational level than a bachelor’s degree had knowledge and they were familiar with online shopping. Therefore, they had trust in the security, convenience, and system capability greatly. Hypothesis 3: security has probably positive effect on consumer purchasing decision in online shopping. Time-Saving With reference to article about how popular online purchasing in people of Thailand 4.0 era is?, it is found that in the past 3 months 40.7 percent of internet users did not purchase products or 235

services online while 59.3 percent of them purchased products online. It can be interpreted that there are 60 percent of people who purchase products online. The interesting thing is that what drives them to make decision to purchase online products. The 1st reason is that shopping online is easy and time-saving for travelling while purchase orders can be placed 24 hours (85.0 percent). It is followed by the 2nd reason is that delivery is convenient and fast (53.4 percent). The 3rd reason is that satisfying promotion such as providing discount codes and giveaways (51.4 percent). The 4th is prices offered online are cheaper than in stores (49.7 percent), and the 5th is some products are sold exclusively online only which cannot be found elsewhere (28.9 percent) (Phongsak Kowatcharakul. 2017.Online). Today most people like to buy products online and of course almost everyone use services through websites or applications to view online products. However, reasons for purchasing online are similar and different individually. A survey about people in Bangkok who purchased online based on the question “Why do you purchase online products?” found that 5 main reasons that people like to purchase online are from price, convenience, time-saving, delivery, and demand. The number one reason (26.09%) showed that benefits of online products were cheaper than in stores and quite often that special discount was offered, followed by 21.74% who found that purchasing online could easily compared to other products while 19.57% found that online shopping helped people saved their times. Since nowadays technology and applications are much more advanced and there are a lot of websites and applications, buyers can find products easily without travelling to stores. Convenience then is another reason that buyers prefer to use online services. 17.39% found that online shopping provided home delivery or at workplaces. The last reason (15.22%) found that some buyers would like to buy products from foreign countries and online shopping enabled buyers to order products easily without paying or travelling to buy by themselves. Based on this study, it cannot be denied why online shopping is more popular at present. Globalization of technology, internet, and transportation is a vital matter that helps people reach more convenience greatly and connect people and business across the world. (https://dsearchconsultancy.wixsite.com/dsearch-consultancy/single-post/.Online). This was consistent with the study of Jadhav, V., & Khanna, M. (2016). Factors Influencing Online Buying Behavior of College Students: A Qualitative Analysis. Online retailing in India has shown tremendous growth in the recent years. The purpose of this study was to explore the factors influencing the online buying behavior of the college students. The main influencing factors for online shopping were identified as availability, low price, promotions, comparison, convenience, customer service, perceived ease of use, attitude, time consciousness, trust and variety seeking. This was consistent with the study of R. Ganapathi. (2015). A Study on Factors Affecting Online Shopping Behavior of Consumers in Chennai. Online shopping environments are therefore playing an increasing role in the overall relationship between marketers and their consumers. The exploratory factor analysis shows that convenience, website features, security and time saving are the factors affecting online shopping behavior of consumers. The regression 236

analysis indicates that convenience, security, website features and time saving are positively and significantly influencing the purchasing decision of consumers at one per cent level. Hypothesis 4: time saving probably has positive effect on consumer purchasing decision in online shopping. Research conceptual framework Dependent variables Independent variables Convenience Modernity Consumer purchasing Security decision in online shopping Time-saving Figure 1: Research conceptual framework Objectives of the research 1. To study factors affecting consumer purchasing decision in online shopping. 2. To analyze factors affecting consumer purchasing decision in online shopping. Research Hypotheses H1: convenience probably has positive effect on consumer purchasing decision in online shopping H2: modernity probably has positive effect on consumer purchasing decision in online shopping H3: security probably has positive effect on consumer purchasing decision in online shopping, H4: time-saving probably has positive effect on consumer purchasing decision in online shopping. 2. Methods Quantitative research technique is employed to study factors affecting consumer purchasing decision in online shopping and analyze factors affecting consumer purchasing decision in online shopping. The population in the study is a group of those who purchase online products. The sampling techniques used in the study are non-probability sampling and convenience sampling. The sample size is determined by using Yamane table (Prakairat Suwan and Amornwit Wisetsanguan, 2012:431) with 95% confidence level, sample size: 536. Online questionnaires were used to collect data from September to October 2018. The 30 questionnaires were tried out and the obtained data were tested with statistical methods by considering Cronbach’s alpha 237

coefficient to assess reliability which 0.906 was found and higher than the criteria (0.7) (Kanlaya Wanichbuncha, 2011). Therefore, it can be concluded that the questionnaires are reliable and can be used to collected data for the study. With regard to data collection by using the questionnaires, when respondents completed the answers all data were collected as descriptive statistics for the study that include frequency, percentage, mean, standard deviation, and multiple regression analysis. 3. Results 3.1 Research Results The study results of factors affecting consumer purchasing decision in online shopping of the case study consumers in the upper central part of Thailand 1 from the sample of 536 persons found that most the sample was females; 421 persons accounted for 78.5 percent, followed by males; 115 persons accounted for 21.5 percent. The sample was aged between 21 – 30 years accounted for 52.2 percent, followed by those who were lower than 20 years old; 123 persons accounted for 22.9 percent. The sample of 444 persons was single accounted for 82.8 percent, followed by those who were married; 87 persons accounted for 16.2 percent. The sample of 385 persons graduated with a bachelor’s degree accounted for 71.8 percent, followed by those who had lower level of education than a bachelor’s degree; 110 persons accounted for 20.5 percent. The sample of 348 persons was students accounted for 64.9 percent, followed by those who were company employees;79 persons accounted for 14.7 percent. The sample of 387 persons had monthly income lower than 15,000 baht which accounted for 72.2 percent, followed by those who had monthly income 15,000 – 20,000 baht; 57 persons accounted for 10.6 percent. Table 1: The total of level of importance given to convenience, modernity, security, and time-saving in online shopping that affect consumer purchasing decision. Variables x S.D. Convenience 4.10 .73 High Modernity 4.09 .74 High Security 3.96 .88 High Time-saving 4.13 .77 High Total 4.07 0.78 High The table 1 shows the total of level of importance given to convenience, modernity, security, and time-saving in online shopping that affect consumer purchasing decision. It is found that all variables contained opinion at a high level in descending order as follow: time-saving (Mean = 4.13), followed by convenience (Mean = 4.10), modernity (Mean = 4.09), and security (Mean = 3.96) respectively. 238

Table 2 shows the total of level of importance given to consumer purchasing decision in online shopping. Online purchasing decision x S.D. 1.You think that online purchase order is your best choice. 3.73 .937 High 2. You think that online purchase order is consistent with your High lifestyle. 3.71 .931 3. You think that online purchase order is suitable with the High present era. 4.09 .836 4. You think that online purchase order is useful for you. 3.87 .922 High 5. You think that online purchase order is a channel that most High people choose. 3.94 .892 6. You think that online purchase order responds to your need High the best 3.77 .927 Total 3.8672 .74219 High The table 2 shows the total of level of importance given to consumer purchasing decision in online shopping. It is found that all variables contained opinion at a high level in descending order as follow: online purchase order is suitable with the present era (Mean = 4.09), followed by online purchase order is a channel that most people choose (Mean = 3.94), online purchase order is useful for you (Mean = 3.87), online purchase order responds to your need the best (Mean = 3.77), online purchase order is your best choice (Mean = 3.73), and online purchase order is consistent with your lifestyle (Mean = 3.71) respectively. Table 3: Multiple Regression Analysis Results; dependent variable is consumer purchasing decision in online shopping Factors have effect Unstandardized Standardized t Sig. on consumer Coefficients Coefficients purchasing decision B Std. Error Beta in online shopping 0.836 0.143 0.096 5.854 0.000** (Constant) 0.099 0.055 0.139 1.799 0.073 Convenience 0.140 0.059 0.125 2.366 0.018* Modernity 0.105 0.039 0.412 2.693 0.007* Security 0.397 0.049 8.185 Time-saving 0.000** Adjusted R Square 0.479 Durbin - Watson 1.982 Note ** Correlation is significant at the 0.01 level * Correlation is significant at the 0.05 level 239

The table 3 shows multiple regression analysis results of dependent variable; consumer purchasing decision in online shopping. It is found that factors influenced consumer purchasing decision in online shopping at 47.9 percent; time-saving ( = 0.397, p<0.001), modernity ( = 0.140, p<0.005), and security ( = 0.105, p<0.005). For convenience ( = 0.099, p>0.005),factors in online shopping that have effect on consumer purchasing decision could not be predicted. Discussion Factors affecting consumer purchasing decision in online shopping in accordance to objectives of the research 1. to study factors affecting consumer purchasing decision in online shopping can be described as follow: factors affecting consumer purchasing decision in online shopping are consistent with Jutharat Kiatrasami. 2015 who mentioned that the number one factor that had effect on choosing products through online applications of consumers is factor relating to products, followed by factor relating to security and trust. The researcher finds that the factor affecting consumer purchasing decision in online shopping is convenience. It is also found that all variables contain opinion in a high level such as websites provided with menus that can be simply used and complete information, etc. It is consistent with a study conducted by Surisa Trongjit. 2016 that the number one factor affecting consumer purchasing decision in online shopping is factor relating to efficiency of websites. Objective 2: Analyzing factors affecting consumer purchasing decision in online shopping with multiple regression analysis shows that the factor affecting consumer purchasing decision at 47.9 percent is time-saving with a statistical significance level of 0.01. It is consistent with a study conducted by Jadhav. V., & Khanna, M. 2016 that found a major factor having effect on online shopping was time-saving. It was also found that factors affecting consumer purchasing decision in online shopping had a statistical significance level of 0.05 which was in line with R.Ganapathi. 2015 that found that factors affecting online shopping in terms of time-saving and security had positive effect on consumer purchasing decision which was consistent with the study of the researcher based on the hypothesis H3 and H4. Recommendation 1. The research study finds that time-saving has effect on consumer purchasing decision. Therefore, online shopping transactions should have systems or websites that are developed to have purchasing procedures in an easy way and not to be complicated which allow users to simply do it as it can save time for customers to receive services or shop online. 2. The research study indicates that modernity and security have effect on consumer purchasing decision. As a result, online shopping should be considered on updating information or movement to a present status while new products have to be offered at all times to make it interesting. Meanwhile security in payment should be provided with a code to serve payment confirmation to increase trust and credibility with customers who receive services. 240

3.1 Recommendation for Future Research Studies Other factors having effect on consumer purchasing decision should be studied; interview with groups of people who prefer online shopping, so as to obtain in-depth and more specific information to be used as a guideline to develop systems and methods in online shopping to be consistent with consumer needs accordingly. 3.2. Acknowledgement This study is supported by Marketing Department and Faculty of Business Administration and Information Technology, Rajamangala University of Technology Suvarnabhumi for the research implementation until this study can be greatly successful including the assistance from the group of sample who respond to the questionnaires. The researcher would like to take this opportunity to express appreciation and gratitude. 4. References Kanlaya Wanichbuncha. (2011). Data Analysis with SPSS for Windows (the 18th edition). Bangkok: Chulalongkorn University Book Center. Jutharat Kiatrasami. (2015). Factors affecting shopping through online applications of consumers in Bangkok and outskirts of Bangkok. Thammasat University. Chuchai Smittikrai. (2018). Consumer behavior. The 6th edition. Bangkok: Chulalongkorn University Press. Prakairat Suwan, and Amornwit Wisetsanguan. (2012). Research and Data Analysis with SPSS Version 20 for Windows:Bangkok: V.Print (1991) Co.,Ltd. Piyamaporn Chuaychunoo. (2016). Factors affecting purchasing decision through social network. Thammasat University. Pawut Pongwittayapanu. Right Online Marketing;profit without loss/ Pawut Pongwittayapanu and Dr.Suthathip Yuttayothin: Bangkok: Amarin How-to, Amarin Printing and Publishing, 2015. Rapeepat Manusunthorn. (2015). Website development and building social network to publicize community business in Phutthamonthon district, Nakhon Pathom province. Rajamangala University of Technology Rattanakosin. Surisa Trongjit. (2016) Factors affecting purchasing decision in online shopping through e-marketplace. Thammasat University. Moenjit Jitsunthornchaikul. Consumer behavior and retail business. Bangkok: Se-Education PCL, 2018. Amphol Nawawongsatien. (2014). Consumer decision making for online stores in Bangkok. Panyapiwat Journal. Beiermann, Ranee. (2007). Online Shopping: Does Age Matter? Thesis of Briar Cliff University. Spring. 241

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ISSSM-0351 The Role of Online Marketing Promotion Affecting Online Purchasing Decision Making of Consumers Nanthaporn Huaykaew*, Napason Chekchuenkul Faculty of Business Administration and Information Technology, Rajamangala University of Technology Suvarnabhumi, Thailand * E-mail: [email protected] Abstract In this study, the researcher aimed to study the role of online marketing promotion affecting consumer purchasing decisions through online media. The population of this study was consumers who had purchased goods through online media, which we did not know the exact population because data were collected through online media where consumers can respond to information from all areas where they can access online media. The researcher conducted a random non-probability sampling and convenience sampling by collecting data by online media. Descriptive statistics were used to describe the frequency, percentage, mean and standard deviation and to analyze the relationship between variables by using multiple regression analysis with Enter method. According to the study, consumers' opinions on online purchasing decision was in high level, and opinions on the role of online marketing promotion in all aspects were in high level. The hypothesis test found that the role of online marketing promotion can predict consumer purchasing decisions through online media. The advertising and public relations aspect was significant at 0.01, whereas the personal selling had a significant level of 0.05. The results obtained from online business can be used as information to be guidelines for the development of operations, including promotion of marketing through online media to create a competitive advantage in the online business market. Keywords: Marketing Promotion, Online Media, Decision making 1. Background Nowadays, the internet has become a part of everyday life. It also plays an important role in the business, whether it is trading goods and services, and the Internet is used to develop business and facilitate the consumer. According to the survey of Internet users in Thailand in 2018, Internet usage has been increasing continuously. Thai people use the Internet for an average of 10 hours 5 minutes a day, previously, they use it for an average of 3 hours 41 minutes per day. Gen Y is the most-active Internet group for the fourth consecutive year as a result of a shift in digital lifestyle. Most Thai people use social media such as Facebook, Instagram, Twitter, and 243

Pantip for up to 3 hours 30 minutes a day, while watching streaming video such as YouTube or Line TV has an average usage time at 2 hours 35 minutes a day. The use of chat applications such as Messenger and LINE has an average usage time at 2 hours a day, and playing online games for 1 hour 51 minutes per day, as well as spending time to read the article and online books for 1 hour 31 minutes a day. By looking at the transition from everyday use to digital life, the top five activities that Internet users do online more often than before are messaging (94.5%), hotel booking (89.2%), ticket booking (87.0%), purchasing for products and services (82.8%) and movie / music (78.5%) respectively. However, specifically, only to purchase goods and services through online, it is estimated that the growth from the previous year is 50% or increased from the previous 1%, which may be a very small number, but if compared to the base of the population, it is considered an interesting figure, and it reflects the success of driving growth in e-commerce (Digital Ministry for Economic and Social Affairs: ETDA. 2018. online). The proportion of Thai online consumers who buy products through social media, or social commerce, is as high as 51 percent, compared with the world average of 16 %. The popularity is in line with the high proportion of Thai social media users. Bangkok is one of the most populous cities in the world, with many Thai entrepreneurs selling products through social media. Most of them are Thai retailers. The products are often not very high value, focusing on the domestic market, and do not need after-sales service or product warranty, such as health and beauty products, clothing and footwear. In addition, the behavior of consumers buying through social media is different. Buyers of products via social media often have the incentive to purchase from the advertisements displayed on social media that each consumer is most likely to be interested. Buyers on the ecommerce platform often originally have a demand for the product and then choose a product, so that the products that are inexpensive or can be easily made purchases such as health and beauty products, clothing and footwear can gain enormous attention on social media. Moreover, the products that need to be planned before buying such as electronics and computers, home appliances, furniture and home decor are often more popular on ecommerce platforms. (Economic Intelligence Center, SCB, 2018) For this reason, the trend of demand for online products and services has increased, resulting in intense competition in the business. It can be seen from the entrepreneurs that have developed a variety of promotions through online media such as online coupons, online advertising, so as to enhance the potential of the operator in order to reduce the cost of operation, it is necessary to know the needs of the consumers as well as to promote the online marketing in accordance with the needs of the consumers to use the information as a guide to planning and improving marketing promotion model through online media to meet the needs of consumers. 244

Literature Review For this study, the researcher aimed to study the role of online marketing promotion, which influences consumer purchasing decision via online media. The researcher studied and researched data from various sources such as textbooks, research reports, papers by studying concepts, theories and research papers. This can be summarized as follows: Related concepts and theories Marketing Promotion Marketing promotion means the communication of the manufacturer to the target market, with the objective of providing information, persuading, reminding and changing attitudes of customer, expectation to create purchasing behavior. However, marketing communications need to be coordinated continuously. (Professors, Faculty of Marketing, Rajamangala University of Technology Thanyaburi, 2016: 281). Marketing promotion consists of 5 different tools: Advertising means any form of presentation that does not use the person to present ideas of products or services through various media, and advertisers will be charged to the owner of the media. Public Relation refers to the activities undertaken to create or maintain the image of a product and company. It is also a good idea to create a positive attitude with the people involved. Personal Selling means the direct communication with prospective customers using salespeople to make offers and respond to various arguments to meet the needs and make a purchase decision. Direct Marketing means direct communication to the target customers in a personalized way through the media to generate direct response and to build a good relationship with customers. Sales Promotion means a short-term tool designed to support marketing activities and stimulate buying behavior in the short term (Kotler and Armstrong, 2006: 401). Therefore, promoting marketing is the key to communicating information to the target customers so that they can meet the needs of the target market and achieve the highest satisfaction that make the operation of the business successful. (Kotler and Armstrong, 2006:401) Promoting marketing is the key to communicating information to the target audience so that they can meet the needs of the target market. To achieve the highest satisfaction, the operation of the business is successful. (Chonnikarn Julmakorn, 2013) Online Media Online Media is a marketing communication tool that is very important in today's world. Almost all businesses are turning to online media to communicate with their target consumers more widely. With the advancement of modern technology. And the cost of communicating through online media to consumers today is much lower than the mass media. (Nattakit Wantamay. 2014: 318) There are a variety of online media formats, such as banners, pop-ups, advertising, content sponsorship, web search engine, online games or advergames, E-mail Marketing, viral marketing, affiliate marketing, blog marketing, really simple syndication, the web board, web site, online social networking site, online classified advertisements, online virtual communities, website 245

marketing, YouTube marketing, website (Nattakit Wantamay. 2014: 325 – 330) Online media plays an inevitable role in today's society. A lot of news can be found inline whether they are real news, rumors and spoofs, as Internet users are able to function both as senders and receivers. New media, such as Facebook, Twitter, and YouTube are also playing a role in everyday life. In addition to the convenience of communication, it also plays a role in determining the issues that occur in society. (Time Chuesathapanasiri, 2015. Online) Decision Making Consumer decision-making refers to the choice of a product or service of the alternatives available. Consumer decisions may be either reasonable or unreasonable. It may start with one or more problems that consumers experience and have different levels of affinity. The consumer decision-making process is divided into 3 types: 1. Habitude decision 2. Limited decision 3. Broad decision (Supaporn Polnikorn. 2005) As a decision-making process involves choosing two or more alternatives, consumer behavior will consider in relation to the decision-making process, both mental (feeling) and physical behavior. Purchasing is a mental and physical activities that occur over a period of time. These activities lead to buying and buying behavior. Therefore, service providers are trying to make a decision to be occurred, because it will lead to a competitive advantage for the business. (Nantaporn Huaikaew. 2016) For this study, the researcher focused on the role of online marketing promotion, which influenced consumer purchasing decisions through online media. This will be beneficial to businesses and services on online media platforms. Research Concepts This study investigated the role of online marketing promotion, which influenced consumer purchasing decisions through online media. It consists of 5 tools: advertising, public relations, personal selling, direct marketing and promotion. The conceptual framework for the study is as follows. Online marketing promotion - Advertising Consumers' decision making - Public relations through online media - Personal selling - Direct marketing - Promotion Figure 1: Conceptual Framework Research Objectives 246

1. To study the level of opinions on the role of online marketing promotion that influenced consumers' decision making through online media. 2. To study the role of online marketing promotion that can forecast consumer buying decision through online media Research Hypothesis H1: The role of online marketing promotion can predict consumer purchasing decision via online media at a significance level of 0.05. 2. Methods A study of the role of online marketing promotion that influences consumers' decision making through online media was a survey research that explored the role of online marketing promotion and the decision to make a purchase online. It consisted of 5 tools: advertising, public relations, personal selling, direct marketing and promotion. The population in this study was the consumers who had purchased products through online media. The number of population in this study was unknown because of the information collected through online media, consumers can respond to information from all areas accessible to the media online. However, the researcher determined the size of the sample using the hair concept (Hair, 2006) which suggested that the regression analysis sample size must be at least 20 times that of the study variables. This research had five independent variables: advertising, public relations, personal selling, direct marketing and promotion. The dependent variable was the decision to purchase goods through online media. There were totaling 6 variables, so the sample size for the study was at least 120. The researcher conducted a random non-probability sampling and convenience sampling. The online questionnaire was used to collect data, and there were 210 online users interested in answering it. Before using the questionnaire, 30 samples of the questionnaire (Tryout) were used and the data were analyzed by statistical methods. Cronbach's alpha coefficient was used to determine reliability. The reliability of each item was found to be between 0.86 and 0.96, which is more than the criteria by 0.7( Kallaya Wanichbancha, 2006). Therefore, it was concluded that the questionnaire is reliable and can be collected for study. Descriptive statistics were used to describe the frequency, percentage, mean and standard deviation and to analyze the relationship between variables by using multiple regression analysis with Enter method. 3. Results 3.1 Research Results The result of the study on the role of online marketing promotion that influenced consumer purchasing decisions through online media from the 210 respondents, the respondents answered the questionnaire were mostly female(80.50%), aged between 18-22 years old (66.20%), had a bachelor degree (74.80% ), had average income per month less than or equal to 15,000 Baht / month (71.40%). 247