TAF PUBLISHING

Employees are important assets of an organization in the current knowledge economy. Thus, the issue of their behavior should be more emphasized and discussed. This study researches how self-exploration/self-exploitation comes into being and their follow-up effect based on the exploration/exploitation in organization. The former discusses the effect of self-exploration/self-exploitation due to personality traits and organizational structure, the results of which were then used to discuss whether organizational structure would affect expatriates' adjustment to foreign assignment. We used multiple regression analysis to test the relationship between self-exploration/self- exploitation, personality traits, organizational structure and expatriates' adjustment to foreign assignment. Addi- tionally, the mediation effect of self-exploration on the relationship between personality traits and expatriates' adjustment to foreign assignment was studied. The findings also reveal that kindness & reliability, dream man, and country girl are positively impacted by intention to purchase Khon Kaen products. In other words, city brand personality is influential for intention to purchase. Through this empirical research, we provide insights into human resource management and future research.