PEOPLE: International Journal of Social Sciences

GENERATION XYZ’s BRAND ATTITUDE AND PURCHASE INTENTION IN RESPONSE TO INTERNATIONAL FASHION BRANDS: UDONTHANI, THAILAND

Nkengafac Melvis Atem, Kawpong Polyorat — Thu, 13 Jul 2023 00:00:00 +0000

The purpose of this study is to compare generation X, Y, and Z (Gen XYZ) in relation to their brand attitude and purchase intention toward international fashion brands and also to use independent and interdependent self-construal to investigate the influence of cultural differentiation on brand attitude and purchase intention in response to international fashion brands. An online survey was carried out with quota sampling and 400 valid surveys were collected in Udonthani. The results reveal that generations (X vs Y vs Z) have an insignificant influence on brand attitude in response to international fashion brands in that generations X vs Y and X vs Z are different in terms of purchase intention while generation Y vs Z are not. Self-construal (independent and interdependent) also has significant influence on brand attitude and purchase intention. As a consequence, marketers and retailers of international fashion brands should pay attention to Gen XYZ consumers and those with different self-construal as they are unique in terms of international fashion brand consumption.

ROLES OF DIGITAL MEDIA IN PRESERVING TRIBAL HANDICRAFTS

Dolchanok Warangmata — Thu, 13 Jul 2023 00:00:00 +0000

This study aims to examine the roles of digital media in reserving tribal handicrafts corresponding to the key government policy in protecting livelihoods, arts, and cultures of tribes in Thailand. The results of the study reveal that in the 21st century, digital media play a suitable role for today's society in communicating with the audience about identities of local handicrafts. The contents are, then, perceived quickly and properly. Modern media can also enrich social values, reach out a more expansive range of the audience, and harmonize the context of Thai society. We often see the tribal handicrafts as a cultural selling point in movies, animations, advertisements, games, and online applications. Involving digital media in storing the way of life as well as recording cultural patterns and stories is beneficial resulting in the intercultural media where the digital age meets unique cultures. The creativity of digital media leads to commercial values known as a creative business to reserve tribal handicrafts in society for good.

AESTHETIC VALUE: ATTACHMENT TO DIGITAL EXPERIENCE AND REAL-LIFE EXPERIENCE

Natcha Sirikhvunchai — Thu, 13 Jul 2023 00:00:00 +0000

The purpose of this academic article was to proof the phrase “Phygital Experiences” by present the merging of digital experiences and real-life experiences in the view of value and aesthetics through 5 roles of digital approach, namely, the role of digital age towards education, the role of digital age towards work, the role of digital age towards economy, the role of digital age towards art and culture, and the role of digital age towards tourism. The study results revealed that technological evolution brings about new forms of interaction that people across the world consume and treat each other. Though digital experience enables people to have comfort, access information and communicate with each other more easily, people do not have profundity and meticulousness to understand experience. On the contrary, real-life experiences offer more experiences of participation in terms of sensory perception or emotional perception. However, they are unable to offer borderless connection and data accessibility as comfortable as digital experiences. Therefore, it can be said that digital experiences and real-life experiences cannot be separated since both of them can fulfill human’s good experiences in a different way, making humans feel fulfilled and enjoyable while they can admire things surrounding themselves. Humans receive benefits from technologies while connecting to the world they can touch.

SELF-ORIENTALISM REPACKAGED: WONG WING FRIED RICE

Neela Imani — Thu, 13 Jul 2023 00:00:00 +0000

Globalization has prompted a multicultural retheorization of both consumer and market (Fu et al., 2014; Riefler et al., 2012; Kipnis et al., 2019). In short, the Canadian multicultural market consists of international goods which are authentic, domestic goods purporting authenticity (e.g., orientalizing), and multinational, fusion innovations that are authentic-ish (e.g., self-orientalizing; Hui, 2019; Li, 2020; Stephens, 2021). What results is a fetishistic commercialization of multiculturalism, where brands are packaging ethnicity and race to vie for consumer attention. This paper addresses the latter variety — self-orientalist packaging designed for products born out of (formerly) Chinese Canadian enterprises, namely Wong Wing Fried Rice. Developing an analytical and theoretical approach that can support the identification of racialization, racist typologies are situated in graphic design. Themes derived from the analysis include racism, orientalism, self-orientalism, exoticism, cultural appropriation, among others. Findings reveal how self-orientalist packaging and label design is discursively negotiated as both internalized racism and anti-racist resistance, necessitating a more nuanced approach that reflects the sociopolitical context in which products are branded. The adoption of transversalist tenets, an anti-racist modality outlined by the methodological component of this study, presents one possibility.

GLOBAL E-LEARNING AND EXPERIENTIAL OPPORTUNITIES FOR PROGRAMS AND STUDENTS

Meg Milligan, Paige Paquette — Thu, 13 Jul 2023 00:00:00 +0000

Electronic learning (e-learning), pedagogy using online technology without physical proximity among the people involved, accelerated due to the recent pandemic and continues its metamorphosis in our endemic world. This new world creates new opportunities to apply e-learning in global contexts, by itself or blended with traditional methods as conditions warrant. Four iterations of a model are described and discussed in terms of adaptability, student satisfaction variables, development of intercultural competence, and global identity. The newest iteration combines previous iterations' e-learning and experiential learning opportunities with participants' occupational and program-specific experiences. The authors include testable outcomes and future possibilities.

THE EU PRIVATE INTERNATIONAL LAW FRAMEWORK FOR THE ACKNOWLEDGMENT AND EXECUTION OF JUDGEMENTS IN EMPLOYMENT MATTERS

Laura Çami Vorpsi, Xhon Skënderi — Sat, 15 Jul 2023 00:00:00 +0000

This study seeks to examine the recognition and enforcement of EU employment judgements under private international law (PIL). The objectives are to examine the legal framework regulating the recognition and enforceability of employment decisions and to assess the influence of Brexit on EU-UK employment-related rulings. The methodology includes a comprehensive review of applicable EU legislation, case law, and employment-related regulations. This will reveal the conditions for recognising and enforcing employment decisions, the function of the EU Regulation on jurisdiction and judgements, and the scope of the EU Directive on judgement enforcement. The findings will elucidate the complexities and difficulties of PIL in employment matters, including the implications of Brexit. They will promote legal certainty and safeguard employee rights in the EU. Policymakers, legal practitioners, and stakeholders in cross-border employment disputes will gain valuable insights. Based on the results of future research, legal framework reforms may be proposed. Comparative studies of PIL frameworks in other jurisdictions could contribute to the expansion of employment law knowledge internationally.

REGULATION OF ONLINE PLATFORMS, INTERMEDIARIES, AND MARKETS IN THE EUROPEAN UNION AND CHINA

M.P. Ramaswamy — Sun, 20 Aug 2023 00:00:00 +0000

The EU and the PRC have recently introduced new regulatory standards governing specific online platforms, intermediaries, and markets. As an agenda to enhance digital governance, regulatory initiatives have been made on various frontiers governing digital services and digital markets to enhance both domestic and cross-border online transactions. These developments arguably enhance the relevance of the evolving European and Chinese regulatory frameworks as a stimulating subject for comparative law studies. The present paper examines the evolving key regulatory standards governing digital services and markets in Europe and the PRC and assesses their effectiveness in enhancing digital governance. The paper examines the specific regulations governing online platforms, intermediaries, and digital markets to determine the interests, obligations, and liabilities of key stakeholders. The paper assesses the effectiveness of newly introduced market regulatory standards to protect businesses and end users from the dominance of key online players. The paper argues the need for other key jurisdictions, including China, to rejuvenate their domestic digital regulatory framework with reference to the evolving European regulatory standards. The paper concludes with an analysis based on the key findings of the paper and points out the referential utility of the European experience for prospective legal harmonization needs.

INTENTION TO PARTICIPATE IN TAX EVASION: A SURVEY OF ACCOUNTING AND NON-ACCOUNTING BACKGROUND EMPLOYEES

Noral Hidayah Alwi, Bibi Nabi Ahmad Khan, Zahir Osman — Sun, 20 Aug 2023 00:00:00 +0000

Tax evasion is still justified by Malaysian citizens as being tolerable and acceptable, as seen by the greater number of tax evasion cases and rise in unpaid tax figures in the country. This study examines the connection between attitude, perceived behaviour control and subjective norms towards tax evasion behaviour between the accounting and non-accounting background employees. This study adopts a quantitative methodology and based on non-probability sampling of Malaysian individual taxpayers. Google forms were used to collect all the data, then analysed using SPSS 22.0. The results indicate that employees with accounting backgrounds behave differently than those without an accounting background in terms of their aim to evade taxes. All variables show a positive correlation with tax evasion behaviour for employees with non-accounting backgrounds. However, among workers with accounting backgrounds, only subjective norms show a positive impact on tax evasion behaviour. As compares to non-accounting background employees, subjective norms and perceived behavioural control influence the intention to engage in tax evasion. The findings of this study may help employers prevent unintended tax evasion by educating employees on handling their tax returns. Additionally, this outcome will add value to the new knowledge particularly in the literature on tax compliance.