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Composite Model of Marketing Mix and Brand Equity for Purchasing Motorcycles 摩托车采购营销组合与品牌资产的复合模型
IF 0.9 Q3 AREA STUDIES Pub Date : 2023-02-07 DOI: 10.48048/asi.2023.252258
Chanta Jhantasana
The current study investigates the effect of a composite model of the marketing mix and brand equity on motorcycle purchase decisions. For second-order, the marketing mix and brand equity were constructed using a disjointed two-state approach and a formative-formative weighting scheme. The purchasing decision was measured as a latent variable using a consistent partial least square (PLSc) model. The data was collected from 148 people who have bought motorcycles in Thailand. The results show that the lower-order constructs demonstrate how well they are organized by the indicators, as determined by the model fit indexes. To begin, the hypothesis regarding the three model fitting indexes is rejected. Thus, all bias indicators with shallow values and a negative symbol were removed from the composite model. Furthermore, multicollinearities exist between PLACE indicators, and they are addressed by removing the indicator with the highest variance inflation factors (VIF). Concerning purchasing decisions, the PLSc model with an indicator loading of less than 0.708 was eliminated. As a result, all three total model fit hypotheses returned to be accepted. For the higher-order construct, the composite model created a marketing mix positively linked to brand equity and purchasing decisions, and brand equity positively correlates with purchasing decisions. The hybrid model can generate model fit indexes for both the first and second construct.
本研究探讨行销组合与品牌资产的复合模型对摩托车购买决策的影响。对于二阶,营销组合和品牌资产是使用脱节的两状态方法和形成-形成加权方案构建的。使用一致偏最小二乘(PLSc)模型测量购买决策作为潜在变量。数据收集自148名在泰国购买摩托车的人。结果表明,由模型拟合指数决定的低阶结构显示了它们被指标组织得有多好。首先,拒绝关于三个模型拟合指标的假设。因此,所有具有浅值和负符号的偏差指标都从复合模型中删除。此外,PLACE指标之间存在多重共线性,通过去除具有最高方差通货膨胀因子(VIF)的指标来解决这些问题。在采购决策方面,剔除了指标负荷小于0.708的PLSc模型。结果,所有三个模型拟合假设都被接受。对于高阶结构,复合模型创造了与品牌资产和购买决策正相关的营销组合,品牌资产与购买决策正相关。混合模型可以同时生成第一个和第二个构造的模型拟合指标。
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引用次数: 0
Business Intelligent Framework Using Sentiment Analysis for Smart Digital Marketing in the E-Commerce Era 基于情感分析的商务智能框架在电子商务时代的智能数字营销
IF 0.9 Q3 AREA STUDIES Pub Date : 2023-01-10 DOI: 10.48048/asi.2023.252965
Khin Sandar Kyaw, Praman Tepsongkroh, Chanwut Thongkamkaew, F. Sasha
Since trading has been transformed into online platforms, marketing strategies have adapted to digital systems in order to enhance the Customer Relationship Management (CRM) in the E-commerce era. E-commerce systems are the most widely used digital platforms where customer information including personal, and behavioral information, flows as a big data stream. Conducting business intelligent observation on digital big data assists to improve digital marketing policy through the customer intention prediction, decision-making to advertise based on the target group clustering, and customer assist recommendation. To discover the business intelligent, sentiment analysis technology can assist as a solution to understand the customer behavior through the opinion mining where the natural language processing, text analysis, computational linguistics, and biometrics are conducted to analysis the customer information and feedbacks, for smart digital marketing applications. This research observes the applications of sentiment analysis in E-commerce systems as a comprehensive study, and the critical role of discovering business intelligent for smart digital marketing in E-commerce platforms is pointed out according to the technical perspective. Furthermore, the concept of a business intelligent framework integrated with the modelling of decision-making, prediction, and recommendation systems using the contribution of hybrid feature selection which is based on rule-based and machine learning-based sentiment analysis, is proposed for the future innovative smart digital marketing trend.
由于交易已经转变为在线平台,为了加强电子商务时代的客户关系管理(CRM),营销策略已经适应了数字系统。电子商务系统是应用最广泛的数字平台,客户信息(包括个人信息和行为信息)作为大数据流流动。对数字大数据进行商业智能观察,通过预测客户意向、基于目标群体聚类的广告决策、客户辅助推荐,帮助完善数字营销策略。为了发现商业智能,情感分析技术可以作为一种解决方案,通过意见挖掘来帮助理解客户行为,其中进行自然语言处理,文本分析,计算语言学和生物识别,分析客户信息和反馈,为智能数字营销应用提供帮助。本研究对情感分析在电子商务系统中的应用进行了全面的研究,并从技术角度指出了发现商业智能对于电子商务平台智能数字营销的关键作用。此外,针对未来的创新智能数字营销趋势,提出了利用基于规则和基于机器学习的情感分析的混合特征选择,集成决策、预测和推荐系统建模的商业智能框架的概念。
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引用次数: 4
A SWOT – TOWS Analysis for Developing the Strategy of Cage-Based Aquaculture Business in Saiburi, Patani Province 巴塔尼省赛武里市网箱养殖发展战略的SWOT - TOWS分析
IF 0.9 Q3 AREA STUDIES Pub Date : 2023-01-10 DOI: 10.48048/asi.2023.255078
Ruslee Nuh, Chutikan Phetkaew, Farok Zakaria
Sustainable aquaculture product is a challenge to any community and to the community will need to implement the appropriate strategy. This paper aimed at proposing the strategies of developing cage-based aquaculture business by performing the SWOT analysis and TOWS matrix. Data were collected from in-depth interviews of 30 cage-based aquaculture farmers, 8 fishmongers and 4 fishery officers in Saiburi, Pattani. The SWOT analysis shows that internal factors including labors, quality of fish, fish volumes, knowledge and skills, adequacy of fish breeds and storage management were the significant strengths while less knowledge on the know-how of fish diseases remedy and new technology adoption were the main weaknesses. In the case of external factors, good location, high demand towards aquaculture products and quality of water at the river were the main opportunity whereas COVID 19 pandemic, fish diseases, and irrelevant government policies were the threats and problems. The result of TOWS analysis proposing the strategy development of cage – based aquaculture business was (i) the farmers should put emphasis on creating fresh fish processing, online marketing skills, and establish group networks. (ii) during COVID 19 fishmongers should focus on using online marketing channels to grab more customers. (iii) the government or relevant authorities should conduct holistic knowledge and skills management with regards to the production processes, giving solutions to the fish diseases and performing affective marketing management which are in line with the farmers and fishmonger’s needs while continuously doing follow up that allows for further assessment.
可持续水产养殖产品对任何社区都是一个挑战,社区将需要实施适当的战略。本文旨在通过SWOT分析和TOWS矩阵,提出发展网箱养殖业务的策略。数据收集自对北大尼Saiburi的30名网箱养殖农民、8名鱼贩和4名渔业官员的深度访谈。SWOT分析表明,劳动力、鱼的质量、鱼的数量、知识和技能、鱼的品种充足性和储存管理等内部因素是显著的优势,而对鱼病治疗和新技术采用的知识缺乏是主要的劣势。在外部因素方面,良好的地理位置、对水产产品的高需求和河流水质是主要的机会,而COVID - 19大流行、鱼类疾病和不相关的政府政策是威胁和问题。通过TOWS分析,提出了网箱养殖企业的发展战略:(1)养殖户应注重生鱼加工、网络营销技能的培养和群体网络的建立。(二)在新冠疫情期间,鱼贩应重点利用网络营销渠道,争取更多客户。(iii)政府或有关当局应就生产过程进行全面的知识和技能管理,提供鱼类疾病的解决方案,并根据养殖户和鱼贩的需要进行有效的营销管理,同时不断跟进,以便进行进一步评估。
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引用次数: 0
Social Welfare for Thailand’s Elderly: Policy Perspectives and Proposals for Co-production 泰国老年社会福利:政策展望与合拍片建议
IF 0.9 Q3 AREA STUDIES Pub Date : 2023-01-10 DOI: 10.48048/asi.2023.253814
Nipapan Jensantikul
With the increasing number of older adults and the mechanisms driving elderly work in the past, most work is separated. There is a redundancy in the issue of promoting and supporting the welfare of the elderly and redundant space. Many agencies deal with the elderly. As a result, the operation of the elderly is not considered part of the overall welfare provision. The objectives of this study were (1) to study the problem of social welfare provision for the elderly, according to the process of public policy, categorized into policy formulation, policy implementation, and policy evaluation, and (2) to analyze the social welfare provision for the elderly in the areas of health, housing, income, employment, education, recreation, and general social services from the perspective of experts. Qualitative research was conducted on secondary data and data collected using an Ethnographic Delphi Futures Research technique, whereby twenty-five informants were classified into three groups: 1) Nine people with direct or indirect roles and responsibilities in the development of welfare schemes and setting guidelines for the elderly; 2) Ten individuals with roles providing welfare services to the elderly in either provincial or local areas, and 3) Six academics studying welfare provisions for the elderly. In-depth interviews were conducted, and data systems were organized to analyze and classify content. The analysis found that: 1) Public policy is currently inadequate due to the following problems and management conditions: a) A central authority determines policy formulation concerning welfare for the elderly. As a result, welfare provisions cannot respond to the specific problems of the elderly in each area; b) A gap exists between policy formulation and implementation of each welfare policy; and c) While welfare policies do undergo an evaluation process, assessments are low quality and incomprehensive according to standards outlined in Thailand’s Elderly Act; 2) All experts agreed that government mechanisms should provide welfare for the elderly in cooperation with the government, private and public sectors to address insufficient budget allocation and reduce the redundancy of receiving interest. It is proposed that social welfare for the elderly should follow a pluralistic model. Many parties participate in welfare provision utilizing groups or networks of people in the community. Interconnected networks require co-production and joint management to optimize the efficiency and quality of public services.
随着老年人数量的增加和过去推动老年人工作的机制,大多数工作是分开的。在促进和支持长者福利的问题上存在冗余,空间冗余。许多机构与老年人打交道。因此,长者的运作不被视为整体福利提供的一部分。本研究的目的是:(1)根据公共政策的过程,研究老年人的社会福利提供问题,分为政策制定、政策实施和政策评估;(2)从专家的角度分析老年人的社会福利提供在健康、住房、收入、就业、教育、娱乐和一般社会服务等方面。本研究采用民族志德尔菲未来研究技术对二手数据和收集的数据进行了定性研究,将25名被调查者分为三组:1)9名在老年人福利计划的制定和指导方针的制定中负有直接或间接角色和责任的人;2) 10名在省级或地方为老年人提供福利服务的个人;3)6名研究老年人福利规定的学者。进行深度访谈,组织数据系统对内容进行分析和分类。分析发现:1)由于以下问题和管理条件,目前公共政策不足:a)由中央机构决定有关老年人福利的政策制定。因此,福利规定不能对每个地区老年人的具体问题作出反应;b)每项福利政策的制定和执行之间存在差距;(c)虽然福利政策确实经过了评估过程,但根据泰国《老年人法》概述的标准,评估的质量很低,而且不全面;2)专家们一致认为,政府机制应该与政府、私营和公共部门合作,为老年人提供福利,以解决预算拨款不足的问题,减少领取利息的冗余。提出老年人社会福利应遵循多元化的模式。许多团体利用社区内的团体或人际网络参与福利提供。互联网络要求共同生产和共同管理,以优化公共服务的效率和质量。
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引用次数: 0
Journalists’ Level of Safety at Election Seasons in Southwest Nigeria 尼日利亚西南部选举季节记者的安全水平
IF 0.9 Q3 AREA STUDIES Pub Date : 2023-01-10 DOI: 10.48048/asi.2023.260022
Sola Elijah Olorunda
The study used survey-style descriptive research. All of southwest Nigeria’s media outlets made up the population. 200 respondents made up the study’s sample, using a multi-stage sampling approach that included stratified random and simple random sampling techniques. A questionnaire titled “Level of Safety of Journalists Questionnaire” was used to gather data (LSJQ). The instrument’s reliability was assessed using the Cronbach Alpha technique, and a reliability co-efficient of 0.81 was found. The validity of the instrument was proven through the face and content validity. Both descriptive and inferential statistics were used to examine the data acquired; more specifically, descriptive statistics were utilized for the research question and t-tests were employed for the research hypothesis. The study found a modest level of safety for journalists covering elections, and there is no discernible difference between male and female journalists' perceptions of this safety. Considering the results of this investigation, it was suggested that media organizations step up their efforts by offering the required protective gear to reporters during election seasons. Government and non-governmental organizations should work together to protect journalists during election seasons. There should be public awareness campaigns and programs against election-related violence against journalists.
该研究采用了调查式的描述性研究。尼日利亚西南部的所有媒体机构组成了人口。200名受访者组成了这项研究的样本,采用了多阶段抽样方法,包括分层随机抽样和简单随机抽样技术。采用“记者安全水平调查问卷”收集数据(LSJQ)。采用Cronbach Alpha技术对仪器的可靠性进行评估,可靠性系数为0.81。通过表面效度和内容效度验证了该工具的有效性。描述性统计和推断性统计都被用来检验获得的数据;更具体地说,研究问题采用描述性统计,研究假设采用t检验。该研究发现,报道选举的记者的安全程度适中,男性和女性记者对这种安全的看法没有明显差异。考虑到这次调查的结果,有人建议媒体机构加紧努力,在选举季节向记者提供所需的防护装备。政府和非政府组织应共同努力,在选举期间保护记者。应该开展提高公众意识的活动和项目,反对与选举有关的针对记者的暴力行为。
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引用次数: 0
Social Cohesion in Southern Border Provinces of Thailand 泰国南部边境省份的社会凝聚力
IF 0.9 Q3 AREA STUDIES Pub Date : 2023-01-10 DOI: 10.48048/asi.2023.259187
Krittiya Anuwong, S. Vajirakachorn, Anusorn Chaiaksornwet
The study of social cohesion in the southern border provinces of Thailand aimed to measure overall social cohesion of the three southern border provinces of Thailand and test some of the factors that are likely to be associated with social cohesion. The questionnaire, which was initially developed by the European Foundation on Social Quality, and later adjusted by the Asian Consortium of Social Quality was employed to obtain the data from the samples, which were the eligible voters or those 18 years of age and above in the southern border provinces of Thailand. The procedure used was multi-stage sampling with a total number of 978.             The survey data were analyzed using descriptive statistics, including frequency and percentage, inferential statistics, the Chi-square test to prove the relationship between independent and dependent variables. From the research, we found that most people had a low level of trust, and said they needed to be very careful in dealing with people. Most of the samples said they are proud to be Thai. In addition, the aptitude towards the tension between groups in the southern border provinces, the respondents think there is tension between every groups. The research indicated that several factors significantly related to trust, including age, religion, education, the sufficiency of income, discrimination experience because of nationality, discrimination experienced because of religion, confidence in achieving higher social or economic status by themselves, and expectation of help from the government or non-government organizations. In addition, the research also found that age, religion, employment status, discrimination experienced because of religion, confidence in achieving higher social or economic status by themselves, and expectation of help from the government or non-government organizations were significantly related to the feeling of being proud to be Thai.
泰国南部边境省份的社会凝聚力研究旨在衡量泰国南部三个边境省份的整体社会凝聚力,并测试一些可能与社会凝聚力相关的因素。问卷调查最初由欧洲社会质量基金会(European Foundation on Social Quality)开发,后经亚洲社会质量协会(Asian Consortium of Social Quality)调整,样本数据来自泰国南部边境省份的合格选民或18岁及以上的选民。采用多阶段抽样,共978例。对调查数据进行描述性统计分析,包括频率和百分比,推理统计,卡方检验证明自变量和因变量之间的关系。从研究中,我们发现大多数人的信任度都很低,并表示他们在与人打交道时需要非常小心。大多数样本表示,他们为自己是泰国人感到自豪。此外,对于南部边境省份群体之间的紧张倾向,受访者认为每个群体之间都存在紧张关系。研究表明,与信任显著相关的因素包括年龄、宗教、教育、收入充足、因国籍而遭受的歧视、因宗教而遭受的歧视、对自己获得更高社会或经济地位的信心、以及对政府或非政府组织帮助的期望。此外,研究还发现,年龄、宗教、就业状况、因宗教而遭受的歧视、对自己获得更高社会或经济地位的信心、对政府或非政府组织帮助的期望与作为泰国人的自豪感显著相关。
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引用次数: 0
From the Silk Cloth Improvement in the Shared Culture of the Lower Area of the Northeastern Provincial Group to the Designing of Contemporary Souvenirs 从东北省族下乡共享文化中的丝织品改良到当代纪念品的设计
IF 0.9 Q3 AREA STUDIES Pub Date : 2023-01-10 DOI: 10.48048/asi.2023.254371
Khanin Phriwanrat
This article is a part of the research project of designing and improving silk cloths in the shared culture to develop competencies of community and community members of the lower area of the northeastern provincial group: a case study of Buriram Province. 2 objectives are to study basic information regarding silk products in Buriram Province and then use the information as supplementary in designing and developing the souvenir products and develop, improve products and create the souvenir prototype according to the study of silk products made in Buriram Province, to create economic values for the community.            The Researcher has selected the product type for further development to be Contemporary Souvenirs by Silk. Moreover, to find out the dimensions of local wisdom and culture of Buriram Province in order to analyze the local identity and connect the creative products with the aspects of design, product development, and souvenir design.
本文是“共享文化中丝绸服饰的设计与改进,以培养东北省下地区社区和社区成员的能力”研究项目的一部分。2 .目的是研究武里南省丝绸产品的基本信息,然后在设计和开发纪念品时利用这些信息作为补充,并根据武里南省丝绸产品的研究开发,改进产品,创造纪念品原型,为社区创造经济价值。研究者选择进一步发展的产品类型为丝绸当代纪念品。此外,找出武里南省的地方智慧和文化的维度,以分析地方认同,并将创意产品与设计,产品开发,纪念品设计等方面联系起来。
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引用次数: 0
Does Food Safety Build Customer Trust? The Mediating Role of Perceived Risk in Food Delivery Service in Bangkok during the COVID-19 Pandemic 食品安全能建立顾客信任吗?2019冠状病毒病大流行期间曼谷外卖服务中感知风险的中介作用
IF 0.9 Q3 AREA STUDIES Pub Date : 2022-12-23 DOI: 10.48048/asi.2023.253719
Akaraphun Ratasuk, Sunanta Gajesanand
This research investigated the role of perceived food safety on customer trust and its mechanism via perceived risk in the food delivery service business during the COVID-19 pandemic. Survey data were collected from 600 food delivery customers in the Bangkok area. However, only 505 sets of questionnaires were completed and returned to the researcher with a response rate of 84.16%. The data were proceeded using WarpPLS 7.0 program to perform partial least squares Structural Equation Modeling (SEM), which was proven suitable for this research. The results showed that perceived food safety could directly promote customer trust (β=0.528; p<0.001). On the other hand, it can also indirectly foster customer trust by decreasing perceived risk (β=-0.123; p=0.003), which will eventually promote customer trust (β=-0.179; p<0.001). In other words, perceived risk partially mediates the association between perceived food safety and customer repurchase intentions (t=2.273; p=0.022). Therefore, customers' trust can be built by providing food safety standards to foster their confidence and perceive minimal risk levels. The findings provided additional empirical evidence of marketing knowledge that the social exchange theory can explain. The results can be applied as a guideline for food delivery service businesses to escalate their service and standards to build customer trust and gain competitive advantages, particularly during pandemics when customers are more health-conscious than ever.
本研究通过新冠肺炎大流行期间外卖服务行业的感知风险,考察了感知食品安全对顾客信任的作用及其机制。调查数据收集自曼谷地区600名外卖顾客。然而,仅完成了505套问卷并返回给研究者,回复率为84.16%。使用WarpPLS 7.0程序对数据进行偏最小二乘结构方程建模(SEM),证明该模型适用于本研究。结果表明,食品安全感知能直接促进顾客信任(β=0.528;p < 0.001)。另一方面,它也可以通过降低感知风险间接促进客户信任(β=-0.123;P =0.003),最终会促进客户信任(β=-0.179;p < 0.001)。也就是说,感知风险在感知食品安全与顾客再购买意愿之间起到部分中介作用(t=2.273;p = 0.022)。因此,可以通过提供食品安全标准来建立客户的信任,以培养他们的信心并感知最小的风险水平。这些发现为社会交换理论可以解释的营销知识提供了额外的经验证据。研究结果可以作为食品配送服务企业提升服务和标准的指导方针,以建立客户信任并获得竞争优势,特别是在大流行期间,客户比以往任何时候都更注重健康。
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引用次数: 0
Discourse Structure of Conversation in Hone-Krasae 汉语会话的话语结构
IF 0.9 Q3 AREA STUDIES Pub Date : 2022-12-23 DOI: 10.48048/asi.2023.258760
Sukrawan Viboonkan, Saowalak Srimai, Thatdao Rakmak
This research aims to analyze the discourse structure in Hone-Krasae by using the ethnography of communication. The authors collected information by selecting 20 officially uploaded videos with 1 million views or more on www.youtube.com from March 1st, 2021 - March 1st, 2022. The authors found that the discourse structure of Hone-Krasae consisted of three parts: greeting and informing the audience and guests about dramatic issues from social media, questioning to find the truth and solve the problem, and ending the program with a short closing speech. The objective of Hone-Krasae is to demonstrate guests’ perspectives to uncover the stories. The linguistic devices and various tones of the host’s language-Kanchai Kamneodploi are the important communicating tool in the show, including asking the same question and expressing his feelings throughout any situation, along with legal basis and his opinions sometimes. Thus, Hone-Krasae is an exciting program to explore its discourse structure with the ethnography of communication.
本研究旨在运用传播学的民族志分析克拉塞语的话语结构。作者在2021年3月1日至2022年3月1日期间,在www.youtube.com上选择了20个播放量超过100万的正式上传视频。作者发现,《Hone-Krasae》的话语结构由三个部分组成:问候并告知观众和嘉宾关于社交媒体上的戏剧性问题,提问以发现真相并解决问题,以简短的结语结束节目。Hone-Krasae的目标是展示客人的视角,揭示故事。主持人的语言——kanchai Kamneodploi的语言手段和各种语调是节目中重要的交流工具,包括在任何情况下都问同样的问题,表达自己的感受,有时还会有法律依据和自己的观点。因此,Hone-Krasae是一个令人兴奋的项目,可以用交流的民族志来探索其话语结构。
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引用次数: 0
Women in Philippine Government Financial Institutions: A Network Analysis of Interlocking Governing Boards 菲律宾政府金融机构中的妇女:联锁管理委员会的网络分析
IF 0.9 Q3 AREA STUDIES Pub Date : 2022-12-23 DOI: 10.48048/asi.2023.260299
Precious Grace Bugayong, Meriel Tobin Sadicon, Jovito Jose P. Katigbak
Interlocking directorship is often described as the practice of members of a corporate board of directors serving on the boards of multiple corporations simultaneously. In the Philippines, previous studies have shown that of all the directors that served on the top 100 corporations, only 15 percent are women. On average, women comprise only 13 percent of the board of directors of individual companies. Hence, this study examines board interlocks within Philippine Government Financial Institutions (GFIs) and their gender aspect. By analyzing ten GFIs through network analysis over the period 2017-2019, this study finds two important points: (i) women’s representation in the board has been significantly low and (ii) board interlocking is highly connected and highly concentrated on a few directors holding multiple seats. Although they are still connected with the rest of the network members, women must go through farther and lengthier paths to reach other members than their male counterparts. This diminishes the opportunities to be an influential and significant network member. Thus, this paper recommends bringing the issue into national policy debates and creating better employment opportunities for women.
连锁董事通常被描述为公司董事会成员同时在多家公司董事会任职的做法。在菲律宾,之前的研究表明,在100强企业的所有董事中,只有15%是女性。平均而言,女性只占单个公司董事会的13%。因此,本研究考察了菲律宾政府金融机构(gfi)内部的董事会联锁及其性别方面。本研究通过网络分析对2017-2019年期间的10个GFIs进行了分析,发现了两个重要的观点:(i)董事会中女性的代表性明显较低;(ii)董事会联锁高度关联,高度集中于少数拥有多个席位的董事。尽管她们仍然与其他网络成员保持联系,但与男性相比,女性接触其他成员的途径必须更远更长。这减少了成为有影响力和重要的网络成员的机会。因此,本文建议将这一问题纳入国家政策辩论,并为妇女创造更好的就业机会。
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引用次数: 0
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SOJOURN-Journal of Social Issues in Southeast Asia
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