Search results for: privacy attitude

Authors: Abdul Amir Hazbavi

Abstract:

The present study is an attempt to provide a relatively comprehensive preview of the Iranian English translators’ perception on Machine Translation. Furthermore, the study tries to shed light on the status of implementation of Machine Translation among the Iranian English Translators. To reach the aforementioned objectives, the Localization Industry Standards Association’s questioner for measuring perceptions with regard to the adoption of a technology innovation was adapted and used to investigate the perception and implementation of Machine Translation applications by the Iranian English language translators. The participants of the study were 224 last-year undergraduate Iranian students of English translation at 10 universities across the country. The study revealed a very low level of adoption and a very high level of willingness to get familiar with and learn about Machine Translation, as well as a positive perception of and attitude toward Machine Translation by the Iranian English translators.

Keywords: Translation Technology, Machine Translation, Perception and Implementation.

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Authors: Panprae Bunyapukkna

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The aim of this study is to: (1) measure the overall attitudes of Thai mobile phone users toward SMS advertisements, and (2) identify demographic factors that affect the overall attitudes toward SMS advertisements of Thai mobile phone users. The sample in this study consists of 100 individuals who possess at least one mobile phone and who either live, work or study in Bangkok. Thirty-three respondents are male, while the other 67 respondents are female. The respondents are aged between 21 years and 45 years old. Convenient sampling technique was used in this study. The results of this study indicate that Thai mobile phone users in general hold negative attitudes toward SMS advertisements, and that negative attitudes prevailed in nearly all different demographic groups. The results also suggest that Thai mobile phone users find SMS advertisements irritating, but are indifferent as to whether SMS ads are informative, credible and entertaining as well.

Keywords: Credibility, consumer attitudes, SMS advertising, Thai mobile phone users.

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Authors: Subrata Das, Sisir Kumar Guha

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The objective of the present paper is to theoretically investigate the steady-state performance characteristics of journal bearing of finite width, operating with micropolar lubricant in a turbulent regime. In this analysis, the turbulent shear stress coefficients are used based on the Constantinescu’s turbulent model suggested by Taylor and Dowson with the assumption of parallel and inertia-less flow. The numerical solution of the modified Reynolds equation has yielded the distribution of film pressure which determines the static performance characteristics in terms of load capacity, attitude angle, end flow rate and frictional parameter at various values of eccentricity ratio, non-dimensional characteristics length, coupling number and Reynolds number.

Keywords: Hydrodynamic lubrication, steady-state, micropolar lubricant, turbulent.

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Authors: Dong-Young Yoo, Jong-Whoi Shin, Gang Shin Lee, Jae-Il Lee

Abstract:

As the disfunctions of the information society and social development progress, intrusion problems such as malicious replies, spam mail, private information leakage, phishing, and pharming, and side effects such as the spread of unwholesome information and privacy invasion are becoming serious social problems. Illegal access to information is also becoming a problem as the exchange and sharing of information increases on the basis of the extension of the communication network. On the other hand, as the communication network has been constructed as an international, global system, the legal response against invasion and cyber-attack from abroad is facing its limit. In addition, in an environment where the important infrastructures are managed and controlled on the basis of the information communication network, such problems pose a threat to national security. Countermeasures to such threats are developed and implemented on a yearly basis to protect the major infrastructures of information communication. As a part of such measures, we have developed a methodology for assessing the information protection level which can be used to establish the quantitative object setting method required for the improvement of the information protection level.

Keywords: Information Security Evaluation Methodology, Critical Information Infrastructure Protection.

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Authors: Z. Baimagambetova, Zh. Sairambaeva

Abstract:

This article discusses the prospects of participation of the Republic of Kazakhstan in Hague Conference on Private International Law on the unification of collision law in the international trade. The article analyzes some conventions on international trade. The appropriate conclusions based on the opinions of scientists and experts in this field have been made. First, all issues presented in the form of gaps or spaces in conventions should be the subject to direct negotiations in the course of the activities of Hague Conference, and have a comprehensive feature, be transparent and taken under simplified procedure. Secondly, one should not underestimate the value of conventions that do not become active due to various reasons and having a positive impact on the development and improvement of national legislation and practice in the field of private international law. Thirdly, Kazakhstan has to reconsider its attitude to Hague Conference, having become its full member and aiming at providing constructive and fruitful cooperation with both the organization itself and its member states.

Keywords: Hague Conference on Private International Law, Hague Conventions, unification, collision norms, international trade, international private law, integration.

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Authors: Geir Sigurðsson

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This paper compares ancient Daoist and Confucian approaches to the human body as a locus for learning, edification or personal cultivation. While pointing out some major differences between ancient Chinese and mainstream Western visions of the body, it seeks at the same time inspiration in some seminal Western phenomenological and post-structuralist writings, in particular from Maurice Merleau-Ponty and Pierre Bourdieu. By clarifying the somewhat dissimilar scopes of foci found in Daoist and Confucian philosophies with regard to the role of and attitude to the body, the conclusion is nevertheless that their approaches are comparable, and that both traditions take the physical body to play a vital role in the cultivation of excellence. Lastly, it will be argued that cosmological underpinnings prevent the Confucian li from being rigid and invariable and that it rather emerges as a flexible learning device to train through active embodiment a refined sensibility for one’s cultural environment.

Keywords: Body, Confucianism, Daoism, li, phenomenology, ritual.

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Authors: Somtop Keawchuer

Abstract:

The objectives of this research are to compare the satisfaction of students, towards the happiness learning, sorted by their personal profiles, and to figure out the factors that affect the students’ happiness learning. This paper used survey method to collect data from 362 students. The survey was mainly conducted in the Faculty of Management Science, Suan Sunandha Rajabhat University, including 3,443 students. The statistics used for interpreting the results included the frequencies, percentages, standard deviations and One-way ANOVA. The findings revealed that the students are aware and satisfaction that all the factors in 3 categories (knowledge, skill and attitude) influence the happiness learning at the highest levels. The comparison of the satisfaction levels of the students toward their happiness learning leads to the results that the students with different genders, ages, years of study, and majors of the study have the similar satisfaction at the high level.

Keywords: Happiness Learning, Satisfaction, Students.

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Authors: Prateep Wajeetongratana

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The purpose of this research was to study the influence of learning efficiency on local accountants’ job performance effectiveness. This paper drew upon the survey data collected from 335 local accountants survey conducted at Nakhon Ratchasima province, Thailand. The statistics utilized in this paper included percentage, mean, standard deviation, and regression analysis. The findings revealed that the majority of samples were between 31-40 years old, married, held an undergraduate degree, and had an average income between 10,000-15,000 baht. The majority of respondents had less than five years of accounting experience and worked for local administrations. The overall learning efficiency score was in the highest level while the local accountants’ job performance effectiveness score was also in the high level. The hypothesis testing’s result disclosed that learning efficiency factors which were knowledge, Skill, and Attitude had an influence on local accountants’ job the performance effectiveness.

Keywords: Accountants, Leaning Efficiency, Performance Effectiveness.

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Authors: Jaruphan Supprung

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The aims of this research were to study the relationship between the Palaces (the Kings and the Royalty of the Chakri Dynasty) and the Buddhist temples including Wat Rajadhivas Vihara in Rattanakosin Period of Thailand with the purpose of creating knowledge for Thai lifelong learning, especially for Thai youth and children, and to create positive attitude on Nationalism, Buddhism and Monarchy of Thai people. The findings disclosed that the Palaces have had relationships with 33,902 temples, close relationship with 290 royal temples, and closer relationship with the 8 royal temples regarded as the “Temple of King Rama”. Moreover, there are only 16 Royal temples including Wat Rajadhivas Vihara where the Chakri Kings present the annual royal Kathin robes to the monks by themselves. Wat Rajadhivas Vihara has always been restored under royal patronage and served as royal shrine like the 8 Temples of King Rama.

Keywords: Palaces, Buddhists Temples, Wat Rajadhivas Vihara.

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Authors: M. P. Sebastian

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Health for all is considered as a sign of well-being and inclusive growth. New healthcare technologies are contributing to the quality of human lives by promoting health education and awareness, leading to the prevention, early diagnosis and treatment of the symptoms of diseases. Healthcare technologies have now migrated from the medical and institutionalized settings to the home and everyday life. This paper explores these new technologies and investigates how they contribute to health education and awareness, promoting the objective of high-value health system for all. The methodology used for the research is literature review. The paper also discusses the opportunities and challenges with futuristic healthcare technologies. The combined advances in genomics medicine, wearables and the IoT with enhanced data collection in electronic health record (EHR) systems, environmental sensors, and mobile device applications can contribute in a big way to high-value health system for all. The promise by these technologies includes reduced total cost of healthcare, reduced incidence of medical diagnosis errors, and reduced treatment variability. The major barriers to adoption include concerns with security, privacy, and integrity of healthcare data, regulation and compliance issues, service reliability, interoperability and portability of data, and user friendliness and convenience of these technologies.

Keywords: Bigdata, education, healthcare, ICT, patients, technologies.

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Authors: G. Schuh, T. Potente, D. Kupke, S. Ivanescu

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As German companies roll out their standardized production systems to offshore manufacturing plants, they face the challenge of implementing them in different cultural environments. Studies show that the local adaptation is one of the key factors for a successful implementation. Thus the question arises of where the line between standardization and adaptation can be drawn. To answer this question the influence of culture on production systems is analysed in this paper. The culturally contingent components of production systems are identified. Also the contingency factors are classified according to their impact on the necessary adaptation changes and implementation effort. Culturally specific decision making, coordination, communication and motivation patterns require one-time changes in organizational and process design. The attitude towards rules requires more intense coaching and controlling. Lastly a framework is developed to depict standardization and adaption needs when transplanting production systems into different cultural environments.

Keywords: Culture, influence of national culture on production systems, lean production, production systems.

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Authors: M. Victor Jose, V. Seenivasagam

Abstract:

This paper proposes a cost-effective private grid using Object-based Grid Architecture (OGA). In OGA, the data process privacy and inter communication are increased through an object- oriented concept. The limitation of the existing grid is that the user can enter or leave the grid at any time without schedule and dedicated resource. To overcome these limitations, cost-effective private grid and appropriate algorithms are proposed. In this, each system contains two platforms such as grid and local platforms. The grid manager service running in local personal computer can act as grid resource. When the system is on, it is intimated to the Monitoring and Information System (MIS) and details are maintained in Resource Object Table (ROT). The MIS is responsible to select the resource where the file or the replica should be stored. The resource storage is done within virtual single private grid nodes using random object addressing to prevent stolen attack. If any grid resource goes down, then the resource ID will be removed from the ROT, and resource recovery is efficiently managed by the replicas. This random addressing technique makes the grid storage a single storage and the user views the entire grid network as a single system.

Keywords: Object Grid Architecture, Grid Manager Service, Resource Object table, Random object addressing, Object storage, Dynamic Object Update.

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Authors: Boonlert Watjatrakul

Abstract:

Mobile marketing through mobile messaging service has highly impressive growth as it enables e-business firms to communicate with their customers effectively. Educational institutions hence start using this service to enhance communication with their students. Previous studies, however, have limited understanding of applying mobile messaging service in education. This study proposes a theoretical model to understand the drivers of students- intentions to use the university-s mobile messaging service. The model indicates that social influence, perceived control and attitudes affect students- intention to use the university-s mobile messaging service. It also provides five antecedents of students- attitudes–perceived utility (information utility, entertainment utility, and social utility), innovativeness, information seeking, transaction specificity (content specificity, sender specificity, and time specificity) and privacy concern. The proposed model enables universities to understand what students concern about the use of a mobile messaging service in universities and handle the service more effectively. The paper discusses the model development and concludes with limitations and implications of the proposed model.

Keywords: education, intention, mobile marketing, mobile messaging.

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Authors: Junichiro Kawaguchi

Abstract:

Space debris problems have emerged and threatened the use of low earth orbit around the Earth owing to a large number of spacecrafts.. The robots should be sophisticated enough to access automatically the debris articulating the attitude and the translation motion with respect to the debris. This paper presents the idea of using the torpedo-like third unsophisticated and disposable body, in addition to the first body of the servicing robot and the second body of the target debris. The third body is launched from the first body from a distance further than the size of the second body. This paper presents the method and the system, so that the third body is launched from the first body. The third body carries both a net and an inflatable or extendible drag deceleration device and is built small and light. This method enables even micro to nano satellites to perform contactless and multiple debris removal even via a single flight.

Keywords: Ballute, Debris Removal, Echo satellite, Gossamer, Gun-Net, Inflatable Space Structure, Small Satellite, Un-cooperated Target.

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Authors: Hussain A. Alkharusi, Said S. Aldhafri, Hilal Z. Alnabhani, Muna Alkalbani

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Analyzing classroom assessments is one of the responsibilities of the teacher. It aims improving teacher’s instruction and assessment as well as student learning. The present study investigated factors that might explain variation in teachers’ practices regarding analysis of classroom assessments. The factors considered in the investigation included gender, in-service assessment training, teaching load, teaching experience, knowledge in assessment, attitude towards quantitative aspects of assessment, and self-perceived competence in analyzing assessments. Participants were 246 in-service teachers in Oman. Results of a stepwise multiple linear regression analysis revealed that self-perceived competence was the only significant factor explaining the variance in teachers’ analysis of assessments. Implications for research and practice are discussed.

 

Keywords: Analysis of assessment, Classroom assessment, In-service teachers, Self-competence.

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Authors: Soon-ok Myong, Byong-soon Chun

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This paper intends to identify the ethnic Kazakhstani Koreans- political process of identity formation by exploring their narrative and practice about the state language represented in the course of their becoming the new citizens of a new independent state. The Russophone Kazakhstani Koreans- inability to speak the official language of their affiliated state is considered there as dissatisfying the basic requirement of citizens of the independent state, so that they are becoming marginalized from the public sphere. Their contradictory attitude that at once demonstrates nominal reception and practical rejection of the obligatory state language unveils a high barrier inside between their self-language and other-language. In this paper, the ethnic Korean group-s conflicting linguistic identity is not seen as a free and simple choice, but as a dynamic struggle and political process in which the subject-s past experiences and memories intersect with the external elements of pressure.

Keywords: Ethnic Kazakhstani Koreans, Soviet Korean's Russification, Linguistic Identity, Russian-Kazakh Dichotomy.

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Authors: Wei Hoo Chong

Abstract:

System testing is actually done to the entire system against the Functional Requirement Specification and/or the System Requirement Specification. Moreover, it is an investigatory testing phase, where the focus is to have almost a destructive attitude and test not only the design, but also the behavior and even the believed expectations of the customer. It is also intended to test up to and beyond the bounds defined in the software/hardware requirements specifications. In Motorola®, Automated Testing is one of the testing methodologies uses by GSG-iSGT (Global Software Group - iDEN TM Subcriber Group-Test) to increase the testing volume, productivity and reduce test cycle-time in iDEN TM phones testing. Testing is able to produce more robust products before release to the market. In this paper, iHopper is proposed as a tool to perform stress test on iDEN TM phonse. We will discuss the value that automation has brought to iDEN TM Phone testing such as improving software quality in the iDEN TM phone together with some metrics. We will also look into the advantages of the proposed system and some discussion of the future work as well.

Keywords: Testing, automated testing, stress testing, software quality.

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Authors: Santirat Nansaarng, Sittichai Kaewkuekool, Supreeya Siripattanakunkajorn

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The purpose of this research was to study the inspector performance by using computer based training (CBT). Visual inspection task was printed circuit board (PCB) simulated on several types of defects. Subjects were 16 undergraduate randomly selected from King Mongkut-s University of Technology Thonburi and test for 20/20. Then, they were equally divided on performance into two groups (control and treatment groups) and were provided information before running the experiment. Only treatment group was provided feedback information after first experiment. Results revealed that treatment group was showed significantly difference at the level of 0.01. The treatment group showed high percentage on defects detected. Moreover, the attitude of inspectors on using the CBT to inspection was showed on good. These results have been showed that CBT could be used for training to improve inspector performance.

Keywords: Training, Feedback, Computer based Training (CBT)

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Authors: Hélder Spínola

Abstract:

Sustainable development is highly dependent on the implementation of environmental education programs, which has as its ultimate goal to produce environmentally literate citizens that undertake environmentally friendly actions. Efforts on environmental education along past years are now perceived on the increase of citizens awareness on European countries and, particularly, in Portugal. However, we still have a lack of information on the prevalence of specific behaviors that contributes to sustainability, influenced by a new attitude toward the environment. The determination of pro-environmental behaviors prevalence in higher education students is an important approach to understand to which extend the next leading generation is, in practice, committed with the goals of sustainable development. Therefore, present study evaluates the prevalence of a specific set of behaviors (water savings, energy savings, environmental criteria on shopping, and mobility) on the University of Madeira students and discusses their commitment with sustainable development.

Keywords: Pro-environmental behaviors, sustainable development, environmental education, higher education students

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Authors: M. Pellerone, S. G. Razza, L. Miano, A. Miccichè, M. Adamo

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The teacher’s attitude plays a decisive role in promoting the development of the non-native or disabled student and counteracting hypothetical negative attitudes and prejudice towards those who are “different”. The objective of the present research is to measure the relationship between teachers’ prejudices towards disabled and/or immigrant students as predictors of teaching-learning strategies. A cross-sectional study involved 200 Italian female teachers who completed an anamnestic questionnaire, the Assessment Teaching Scale, the Italian Modern and Classical Prejudices Scale towards people with intellectual disability (ID), and the Pettigrew and Meertens’ Blatant Subtle Prejudice Scale. Confirming research hypotheses, data underline the predictive role of prejudice on teaching strategies, and in particular on the socio-emotional and communicative-relational dimensions. Results underline that general training appears necessary, especially for younger generations of teachers.

Keywords: Disabled students, Immigrant students, instructional competence, prejudice, teachers.

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Authors: Supattra Kanchanopast

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The purpose of this paper was to study motivation factors affecting job performance effectiveness. This paper drew upon data collected from an Internal Audit Staffs of Internal Audit Line of Head Office of Krung Thai Public Company Limited. Statistics used included frequency, percentage, mean and standard deviation, t-test, and one-way ANOVA test. The finding revealed that the majority of the respondents were female of 46 years of age and over, married and live together, hold a bachelor degree, with an average monthly income over 70,001 Baht. The majority of respondents had over 15 years of work experience. They generally had high working motivation as well as high job performance effectiveness. The hypotheses testing disclosed that employees with different working status had different level of job performance effectiveness at a 0.01 level of significance. Working motivation factors had an effect on job performance in the same direction with high level. Individual working motivation included working completion, reorganization, working progression, working characteristic, opportunity, responsibility, management policy, supervision, relationship with their superior, relationship with co-worker, working position, working stability, safety, privacy, working conditions, and payment. All of these factors related to job performance effectiveness in the same direction with medium level.

Keywords: Internal Audit Staffs, Job Performance Effectiveness, Working Motivation.

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Authors: Ismail Baniadam, Nafisa Tadayyon, Javid Fereidoni

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This study aimed to investigate medical students’ attitudes toward some teachers’ talking features regarding their gender in the Iranian context. To do so, 60 male and 60 female medical students of Urmia University of Medical Sciences (UMSU) participated in the research. A researcher made Likert-type questionnaire which was initially piloted and was used to gather the data. Comparing the four different factors regarding the features of teacher talk, it was revealed that visual and extra-linguistic information factor, Lexical and syntactic familiarity, Speed of speech, and the use of Persian language had the highest to the lowest mean score, respectively. It was also indicated that female students rather than male students were significantly more in favor of speed of speech and lexical and syntactic familiarity.

Keywords: Attitude, gender, medical student, teacher talk.

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Authors: Maia Seturi

Abstract:

One of the topical issues for the companies operating in the present-day conditions is making decisions about creation and development of brands. The goal of the research was to study peculiarities of implementation of branding principles using the well-known Georgian mineral water Borjomi as an example, to establish the attitude of consumers to Borjomi at Georgian market, to determine the discovered weaknesses based on the result of the research and to make certain proposals and give recommendations, which would help Georgian companies interested in branding issues to pay proper attention to fundamental principles of branding in their marketing activities. As a result of the marketing research, it was found out that Borjomi adhere to a number of branding principles in its activity, although it has certain shortcomings in that respect. The research method was of exploratory and descriptive nature. In the conclusive part of the work is given sum up research results, draw conclusions and give recommendations. If companies existing in Georgia will take them into consideration, it will help them to better make sense of branding and main aspects of using its principles.

Keywords: Marketing research, brand, branding principles, brand awareness, brand originality.

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Authors: Wipada Chiawchan

Abstract:

This study found that most corporate personnel are using social media to communicate with colleagues to make the process of working more efficient. Complete satisfaction occurred on the use of security within the University’s computer network. The social network usage for communication, collaboration, entertainment and demonstrating concerns accounted for fifty percent of variance to predict interpersonal relationships of corporate personnel. This evaluation on the effectiveness of social networking involved 213 corporate personnel’s. The data was collected by questionnaires. This data was analyzed by using percentage, mean, and standard deviation. The results from the analysis and the effectiveness of using online social networks were derived from the attitude of private users and safety data within the security system. The results showed that the effectiveness on the use of an online social network for corporate personnel of Suan Sunandha Rajabhat University was specifically at a good level, and the overall effects of each aspect was (Ẋ=3.11).

Keywords: Behaviors, Social Media, Social Network.

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Authors: P. Gudelj, E. Franić, M. Kolega

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Mental health is crucial for personal, social, and socio-economic development, becoming an increasingly relevant topic, especially in the post-global pandemic era. One vulnerable demographic comprises students who, during the pandemic, faced challenges such as adapting to new educational methods, societal or residential changes, heightened stress, responsibilities, and entering the job market. These life challenges proved insurmountable for some individuals during this phase. This research aimed to examine students' attitudes towards individuals seeking psychological help. By gaining a better understanding of young people's perceptions of seeking psychological assistance, a clearer insight into how to make psychological support more accessible and acceptable can be achieved. A questionnaire was completed by 210 students from various disciplines at the University of Zagreb. While the majority of students expressed a positive attitude towards seeking psychological help, a very small percentage reported having sought it. One of the most common obstacles to seeking appropriate help was a lack of financial means, with the most significant motivators being the positive experiences of those who sought help and an affordable cost.

Keywords: Mental health, students, psychological support, attitudes.

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Authors: Chin Tangtarntana

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The main purpose of this study was to investigate the effects of animation in offensive product advertising. Experiment was conducted to collect consumer responses toward animated and static ads of offensive and non-offensive products. The study was conducted by distributing questionnaires to the target respondents. According to statistics from Innovative Internet Research Center, Thailand, majority of internet users are 18 – 44 years old. The results revealed an interaction between ad design and offensive product. Specifically, when used in offensive product advertisements, animated ads were not effective for consumer attention, but yielded positive response in terms of attitude toward product. The findings support that information processing model is accurate in predicting consumer cognitive response toward cartoon ads, whereas U&G, arousal, and distinctive theory is more accurate in predicting consumer affective response. In practical, these findings can also be used to guide ad designers and marketers that are suitable for offensive products.

Keywords: Animation, banner ad design, consumer responses, offensive product advertising, stock exchange of Thailand.

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Authors: Campbell Townsend, David Hamilton

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Previous research has demonstrated that negative attitudes towards people with physical disabilities and obesity are predicted by a component of perceived vulnerability to disease; germ aversion. These findings have been suggested as illustrations of an evolved but over-active mechanism which promotes the avoidance of pathogen-carrying individuals. To date, this interpretation of attitude formation has not been explored with regard to people with intellectual disability, and no attempts have been made to examine possible mediating factors. This study examined attitudes in 333 adults and demonstrated that the moderate positive relationship between germ aversion and negative attitudes toward people with intellectual disability is fully mediated by social dominance orientation, a general preference for hierarchies and inequalities among social groups. These findings have implications for the design of programs which attempt to promote community acceptance and inclusion of people with disabilities.

Keywords: avoidance, evolutionary psychology, intellectual disability, prejudice

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Authors: Jasmine Adela Mutang, Alfred Chan Huan Zhi, Norzihan Ayub, Chua Bee Seok, Rosnah Ismail, Ooh Siew Ling, Uichol Kim

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This study aims to investigate how much both son and daughter trust their father and what are the underlying reasons they trust their father. The results revealed five main reasons why Malaysian adolescents trust their father. Those reasons are related to the role of father, father-child relationship, father-s characteristics, father-s nurturing nature and father-s attitude and behavior. A total of 1022 students (males = 241, females = 781) from one of public university in Sabah, Malaysia participated in the study. The participants completed open-ended questionnaires developed by Kim (2008), asking how much the adolescents trust their father, and the reasons why they trust their father. The data was analysed by using the indigenous psychology method proposed by [1] Findings of this study revealed the pattern of trust towards father for both Malaysian male and female adolescents. The results contributed new information about Malaysian adolescents- trust towards their father form the indigenous context. The implications of finding will be discussed.

Keywords: Adolescent, Father-child relationship, Indigenous Psychology, Trust.

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Authors: Isari Pairoa, Proud Arunrangsiwed

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Brand mascots are the cartoon characters, which are mainly designed for advertising or other related marketing purposes. Many brand mascots are extremely popular, since they were presented in commercial advertisements and Line Stickers. Brand Line Stickers could lead the users to identify with the brand and brand mascots, where might influence users to become loyal customers, and share the identity with the brand. The objective of the current study is to examine the effect of brand mascots on consumers’ decision and consumers’ intention to purchase the product. This study involved 400 participants, using cluster sampling from 50 districts in Bangkok metropolitan area. The descriptive analysis shows that using brand mascot causes consumers' positive attitude toward the products, and also heightens the possibility to purchasing the products. The current study suggests the new type of marketing strategy, which is brand fandom. This study has also contributed the knowledge to the area of integrated marketing communication and identification theory.

Keywords: Brand mascot, consumers’ behavior, marketing communication, purchasing.

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Authors: Manish Gupta

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Following the E-Commerce era, M-Commerce is the next big phase in the technology involvement and advancement. This paper intends to explore how Indian consumers are influenced to adopt the M-commerce. In this paper, the revised Technology Acceptance Model (TAM) has been presented on the basis of the most dominant factors that affect the adoption of M-Commerce in Indian scenario. Furthermore, an analytical questionnaire approach was carried out to collect data from Indian consumers. These collected data were further used for the validation of the presented model. Findings indicate that customization, convenience, instant connectivity, compatibility, security, download speed in M-Commerce affect the adoption behavior. Furthermore, the findings suggest that perceived usefulness and attitude towards M-Commerce are positively influenced by number of M-Commerce drivers (i.e. download speed, compatibility, convenience, security, customization, connectivity, and input mechanism).

Keywords: M-Commerce, perceived usefulness, technology acceptance model, perceived ease of use.

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