Chai Ching Tan

Mae Fah Luang University, School of Management, Faculty Member

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Address: Chiang Rai, Chiang Rai, Thailand

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Papers by Chai Ching Tan

Complex equilibrium calculations by Simplex and Duality theories with applications to liquid metal fuel propulsion systems

Combustion and Flame, 1992

In this paper a method to utilize the Simplex method and Duality theory of linear programming to ... more In this paper a method to utilize the Simplex method and Duality theory of linear programming to solve the nonlinear problem of complex chemical equilibrium calculations of nonideal multiphase reacting systems is presented. The Simplex method and Duality theory are used to automatically generate an optimal set of initial estimates of equilibrium compositions and Lagrangian multipliers to overcome the divergence

A Stimulus-organism-response Model To Structure Alipay Consumer Perceptions In China

Alipay is expanding all over the world in recent years. With the great brand image and customer v... more Alipay is expanding all over the world in recent years. With the great brand image and customer value provided, Alipay has reached to top mobile payment service provider in the world. China is the major target market for Alipay. This study employs the theory of stimuli-organism-response (SOR), while adapts the theory of planned behavior (TPB) and technology of acceptance model (TAM) in conceptualizing the stimuli construct. The primary data collection approach is questionnaire-based survey, although the interviews provided some rich information which guided the operationalization process of the measurement instrument. The sample targeted the current consumers of Alipay services in China, of which 400 valid response were obtained. Based on multivariable statistical analysis such as multiple regression and structured equation modeling, the study confirms the validity of stimulus-organism-response (SOR) theory of consumer behavior and brand perceptions study, and together with the cros...

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The Analysis Of Potential Penetration & Development Of Alipay In China Using Combination Of Sor, Tam And Tpb Model

This study validates the application of the theory of planned behavior by intercepting situationa... more This study validates the application of the theory of planned behavior by intercepting situational (environmental) and personal factors to influence students’ entrepreneurial intentions. While TPB in entrepreneurial intentions has been widely acknowledged and attempted, but gaps still exist in terms of how the TPB variables are explained in their roles towards entrepreneurial intentions, and in particular, mediating roles of perceived behavioral control through self-efficacy and personal attitude are relatively unfound in the extant literature. Situational factors constituting of both curriculums and subjective norms are studied, while occupational challenge mindset is explored for indirect impact on entrepreneurial intention mediated through personal attitude. Sampling was drawn from the student population currently enrolled at Mae Fah Luang University, one renown public university in Chiang Rai. The university is chosen for its strategic focus in entrepreneurship and offering of w...

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Civil Participation-Driven Social Capitalization-Enabled Resilience Cycle for Community-based Tourism

Community-based tourism (CBT) is flourishing in Thailand, partly credited to the active local par... more Community-based tourism (CBT) is flourishing in Thailand, partly credited to the active local participation and engagement-driven national policies that aim to stimulate effective uses of local resources and destination attributes for income-earning and sustainable socio-cultural and ecological development. Against this policy-grassroot synergistic backdrop and given the scare literature on the civil roles in CBT, this study examines the civil participation as an important social capitalization bridge to enable and thrust the community development and organization towards realizing CBT potentials while creating positive impacts on the economics, cultural, social and environmental domains of sustainability. In particular, a civil participation-driven social capitalization-enabled resilience cycle model, with a root taken to social capitalization structure of destination management that relates and integrates thestructural andrelational elements, and the cognitive goals, is proposed, ...

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Tan and Kantabutra Connexion (Buddhism Epestimology)

MFU Connexion: Journal of Humanities and Social Sciences, , 2014

Literature presenting the Buddhist inquiry paradigms has vastly lacking the Western versions, pro... more Literature presenting the Buddhist inquiry paradigms has vastly lacking the Western versions, prompting an urgent need to perform a critical literature review in order to fill the gap. This research effort culminated in suggesting a structural framework to organize the inquiry paradigms of the Buddhist teachings while also describe the nature of each paradigm from the ontological, epistemological and methodological aspects. This conceptual paper thus provides a critical contribution to the literature of Buddhist studies and their applications in the field of social sciences and management studies.

Citation using:
Tan, C.C. and Kantabutra, S. (2014), A Critical Literature Review in Conceptualizing a Structural Framework to Position Buddhist Inquiry Paradigms, MFU Connexion Journal of Humanities and Social Sciences, 3(2), pp. 65-92.

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November Dusit Thani College Journal (TCI-1)

Dusit Thani College Journal, 2019

Fieldtrip is an important pedagogical means which tourism education in Thailand is actively pursu... more Fieldtrip is an important pedagogical means which tourism education in Thailand is actively pursuing. Nevertheless, the advantage of field trips manifested through the ability to see the actual theory in the practical field is relatively unexplored. This study thus proposes a stimulus-organism-response (S-OR) framework as a platform bridging the abstract conceptualization of theory and concrete experience of field trip in experiential learning theory. To help researchers identify and operationalize the relevant constructs in the SO -R model, socio-cognitive theory is adapted which provides, for instance, the destination environmental attributes, as the stimuli to induce perceptual working of students as tourists and thus loyalty response to the trip

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A Social Psychological Cybernetics Model of Entrepreneurial Community-based Tourism Initiatives

Journal of Mekong Societies, 2018

Although community-based tourism (CBT) is an established topic in research and practice, the lite... more Although community-based tourism (CBT) is an established topic in research and practice, the literature on it in the context of social entrepreneurship still lacks theoretical foundations and empirically tested models to help relevant stakeholders develop effective strategies. Therefore, the purpose of this study is to develop and empirically test models suitable for developing both the supply-side and the demand-side aspects of CBT. This study examines the roles of various critical success factors in the CBT initiatives and the use of socio-psychological cybernetics theories of behaviors that can capture the behavioral dynamics of the supply-side and the tourist behavioral domains of CBT management. Data was collected from community members and tourists visiting the communities of Doi Chang and Huay Nam Kuen villages in Chiang Rai province to experience CBT. Using a structural equation modeling (SEM) analysis, a deductively proposed socio-cybernetics CBT management model on the supply side and a Stimulus-Organism-Response (S-OR) model on the demand side were validated. Both models fulfill the absolute and incrementally fit statistics requirements of SEM. As a result, the study contributes both theoretically and practically. The most important practical implication is to guide communities in the design and successful implementation of CBT projects by addressing the structural strengths and weaknesses and stressing the socio-psychological domains. In addition, deontological, virtue-and utilitarian aspects of implications were established. The socio-cybernetics CBT model hence illuminates the dynamics of social emergence of a typical community in its evolution.

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JMS Tan Journal Mekong Societies

Journal of Mekong Societies, 2017

In this article, the utility of a stimulus-organism-response (S-OR) model is verified, based on s... more In this article, the utility of a stimulus-organism-response (S-OR) model is verified, based on structural equation modeling (SEM) and multiple-regression analysis of data collected from students participating in a field trip required for the tour-guide certification. The population for this study were students pursuing a degree in tourism in the School of Management at Mae Fah Luang University, Chiang Rai, Thailand who participated in a field trip. The SO -R model explains that the ways in which tour guides execute various roles as the stimulus inevitably affect the cognitive, perceptual and emotional internal states of the tourists (organism), and in turn, stimulate the development of positive tourist responses in the form of loyalty, satisfaction and conative intention. Two distinctive sets of roles of tour guides, namely, instrumental, interactive and caring on the one hand, and social and communicative on the other, are shown as important predictors of tourist learning and value perceptions of destination experiences.

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Buddhist Noble Eightfold Path Approach in the Study of Consumer and Organizational Behaviors

Journal of MCU Peace Studies, 2020

This article underpins on a literature review i.e. of the Buddhist Canons of knowledge, that trac... more This article underpins on a literature review i.e. of the Buddhist Canons of knowledge, that traces the roots of the study of people's behaviours back to 2500-plus years old, and empirically shows the intellectual and utility power of the Noble Eightfold Path, represented as a process configuration framework, to guide the study of organizational and consumer behaviours. This article also shows how the model embraces and integrates well-known contemporary theories of behaviours, owed to the works of Schwartz and Howard's (1981) Norm Activation Theory (NAT) and Ajzen's (1991) Theory of Planned Behaviour. Three broad-based hypotheses are posited for questionnaire-based empirical validation purposes. The five cases include a social enterprise case in Indonesia, branded coffee chain study in Thailand, hospital patient perceptions of the services, employee perceptions in a construction material trading organization in Chiang Rai, and the construction industry in Chiang Rai. Specifically, this research conceptualizes and empirically validate a model of Buddhist epistemological base for modelling behavioural processes, and provides a bridge to connect the disciplines of organizational and consumer behaviours, and psychology to Buddhism. Three significant patterns of the structural relationships linking the behavioural units of interest, both for consumer and organizational behavioural dynamics, and their flows, are explained and empirically supported by use of multiple regression techniques. First, based on behavioural encounters, by either the consumers or the employees, the perceptions, affection and experiences formed are shown statistically significant able to influence the view-formation (i.e. manifested either in terms of personal norm, brand image, brand trust, or attitude), and in turn, on the second, the various facets of the views formed, in relevant to the researched phenomena and the application context, are shown statistically significant able to influence thought or * วารสารสั นติ ศึ กษาปริ ทรรศน์ มจร ปี ที ่ 8 ฉบั บที ่ 1 (มกราคม-กุ มภาพั นธ์ 2563) 2 intention (i.e. loyalty, commitment), and behaviours (i.e. characterized by the continuing purchase of consumers, or corporate citizenship behaviours or engagement of the employees in organization). Third, the multiple regression analysis supports the dynamic interactions or correlational relationships among the variables of the perceptions and affections of the experiences encountered.

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Balanced Scorecard (BSC) Structured Business Model for Tribes-based Community-based Tourism: Cases with Chiang Rai

Journal of MCU Peace Studies, 2019

No previous studies in the topics relating to community-based tourism (CBT) and its business mode... more No previous studies in the topics relating to community-based tourism (CBT) and its business model development, for sustainability-oriented purpose, have presented a management-oriented approach through the lens of balanced scorecard (BSC). This paper contributes to fill this gap and considers three interrelated research questions: (1) What are the current states-of-play of the focus in each perspective of the BSC structure (i.e. growth-oriented, internal business process, customer, and sustainability), which narrate the efforts of the communities in CBT, (2) what benefits that are already observable when implementing CBT by taking a BSC approach, and (3) how BSC can guide the communities in designing and implementing their CBT business model? This research forms as a part of the overall research efforts of the authors and presents only the questionnaire-based survey aspect of the results. The other methodological instruments, such as participant observations, individual and focus-group interviews, are not presented, but they do provide the necessary triangulated and instrument-design supports, which contribute to the design of the questionnaires, and thus, construct and content validities, and reliability. The convergent and divergent validities of the survey instrument are discussed prior to

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Tan Ethical Leadership

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Situational Learning Style Preference and Enabling-Hygienic Personality Traits Study: A Case towards Understanding Team Performance

Motivated by the recent resurgence of interest in the use of teams to accomplish the work, this r... more Motivated by the recent resurgence of interest in the use of teams to accomplish the work, this research studies the interplay of the dynamics between personality traits and learning competencies. A longitudinal study of predominantly questionnaire-based survey, conducted to a class of students currently studying Business Research, is employed. The research data show that significant personality traits, of both hygienic and enabling nature, of the team members, play a significant impact on team performance, including individual GPA.

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