SUTHIPARITHAT JOURNAL

Participation of private company employees in the Bangkok area in organizational management according to the ESG concept (Environmental, Social, and Governance)

Pathomporn Anuchitthananan, Suravee Sunalai — Thu, 11 Dec 2025 00:00:00 +0700

This research aims to compare the participation of employees from private companies in managing organizations according to the ESG concept, categorized by personal factors. It also examined the influence of internal and external factors on the participation of employees from private companies in the Bangkok area in managing organizations according to the ESG concept. The study employs a quantitative research method, collects data from a sample of 415 respondents and analyzed using descriptive statistics, including frequency distribution, percentage, mean, standard deviation as well as inferential statistics, including t-Test and F-Test (one way ANOVA), comparison of pairwise mean differences and multiple regression analysis at a statistical significance level of 0.05.

The study found that 1. personal factors including age, education level, job position, and work experience differed and affected the participation in organizational management according to the ESG concept differently.2. The internal organizational factors namely organizational management, communication, and organizational culture influenced participation in organizational management according to the ESG concept. And 3. the external organizational factors, namely government sustainability policy and mass media public relations influenced participation in organizational management according to the ESG concept. The research findings can serve as a guideline for policy formulation and organizational management to enhance employee engagement in driving sustainable management based on ESG.

Factors influencing the difference between the comptroller general’s department’s construction focal price and winning bid price: Thai Government agencies’ e-bidding evidence

Klissara Leechalard, Araya Eakpisankit — Thu, 11 Dec 2025 00:00:00 +0700

This study examines the relationships between various economic, competitive, and procurement63 related factors and the difference between the construction focal price set by the Comptroller General's 64 Department and the winning bid price in road construction projects procured through e-bidding by Thai 65 government agencies, namely the Department of Highways and the Department of Rural Roads. Data were collected from the Thai government procurement system for projects with contracts signed between fiscal years 2022 and 2024 (B.E. 2565–2567), specifically those finalized by September 30, 2024. A total of 3,171 projects were included in the sample. Inferential statistical methods were applied to examine relationships among variables, using Pearson correlation coefficient and multiple regression analysis.

The results indicate that factors positively associated with the price differential, reflecting higher competition and potential public budget savings, include the number of bidding document purchasers, the number of bidders, and the bidder’s win rate, all of which reflect increased competition. In contrast, factors negatively associated with the price differential include market share of the winning contractor, characteristics of the winner, fuel prices project budget, procuring agency, and project location. Although lower awarded bid prices compared to reference prices may lead to cost savings, unrealistically low bids could result in compromised quality, project delays, or contract terminations, thereby affecting the efficiency and value of public procurement in the long term. This research also provides insights to support private contractors in formulating bidding strategies and assists government agencies in evaluating the appropriateness of reference pricing and procurement practices.

Marketing communication factors affecting the decision to select agritourism services at the Thai-Denmark Farms

Penpayom Suppachai, Karada Ruampum — Thu, 11 Dec 2025 00:00:00 +0700

This research aims to 1. study different of the demographic characteristics affecting the decision to select agritourism services at Thai-Denmark farms. 2. Study marketing communication factors affecting the decision to select agritourism services at Thai-Denmark farms. The sample group used in this study was 400 agritourism tourists who visited the Thai-Denmark farms. Collected data were questionnaire using the convenience sampling technique. The research instrument was a questionnaire. Data analysis and statistics used included percentage, mean, standard deviation, T-test, F-test, and multiple regression analysis.

The results found that, the sample group had opinions about marketing communication factors at the highest level. When considering each in terms found that, the advertising aspect had the highest mean value, followed by digital marketing and public relations, respectively. For the hypothesis testing results, it was found that personal factors of gender had a statistically significant effect on the decision to select agritourism services at Thai-Denmark farms at a statistical level of 0.05. Moreover, the marketing communication factor most affecting the decision to select agritourism services at Thai-Denmark farms was in terms the public relations (Beta = 0.566), followed by the digital marketing (Beta = 0.280) and the advertising (Beta = 0.075), respectively. The results of the study, able the Thai-Denmark Farms, to develop a more efficient approach for agritourism services marketing communication activities. Able to define marketing strategies and approaches to reach target groups that meet the needs of tourist groups and to stimulate tourists' decision-making. It is an increase in income for the agritourism services industry of the Thai-Denmark Farms. Moreover, the results of the study lead to academic knowledge in tourism management. For business, organizations that want to promote tourism in terms of tourist attraction identity, diversity of tourism formats, facilities in tourist attractions, accommodation and access to tourist attractions to attract more tourists to relax on their holidays

Factors influencing purchasing intention for electric vehicles of military personnel at Royal Thai air Force Headquarters

Natrada Krisanakoop, Thachaphol Gulid — Thu, 11 Dec 2025 00:00:00 +0700

This study aims to examine the influence of the marketing mix and perceptions of product attributes on the purchase intention for electric vehicles (EVs) among military personnel. The sample comprised 400 individuals stationed at the Royal Thai Air Force Headquarters who expressed interest in purchasing EVs. Data were collected using a structured questionnaire. The analysis involved both descriptive statistics (percentage, mean, and standard deviation) and inferential statistics, including independent sample t-test, one way ANOVA (F-test), Brown-Forsythe and Multiple Regression analysis to test the proposed hypotheses. The findings revealed that respondents rated the components of the marketing mix product, price, place, and promotion at a high level. Of these, product, price, and place were found to have a statistically significant effect on purchase intention, collectively accounting for 51.2% of the variance in purchasing intention. Furthermore, participants demonstrated a high level of perception regarding key product attributes, including relative advantage, compatibility, complexity, trialability, and observability. These attributes significantly influenced purchase intention, with statistical significance, explaining 69.9% of the variance.

The influence of brand value perception on the decision-making process of purchasing fresh chicken parts of consumers in modern trade stores’ fresh food section in Phatthalung Province

Siriyakorn Pipitapan, Atcharawan Rattanaphan — Thu, 11 Dec 2025 00:00:00 +0700

The objectives of this study were 1. to examine consumers’ perceived brand equity of fresh chicken parts in the fresh food category of modern trade stores in Phatthalung Province; 2. to investigate the purchasing decision-making process for fresh chicken parts among consumers in the fresh food category of modern trade stores in Phatthalung Province; and 3. to analyze the influence of perceived brand equity on the purchasing decision-making process for fresh chicken parts among consumers in the fresh food category of modern trade stores in Phatthalung Province. This research employed a quantitative approach. The population comprised consumers of fresh chicken parts in the fresh food category of modern trade stores in Phatthalung Province. A non-probability convenience sampling method was used to select 385 respondents. Data were analyzed using descriptive statistics (mean and standard deviation), Pearson’s correlation coefficient, and regression analysis. The findings revealed that perceived brand equity had a very high and statistically significant influence, at the 0.05 level, on all aspects of the purchasing decision-making process for fresh chicken parts among consumers in the fresh food category of modern trade stores in Phatthalung Province. These results supported Hypothesis 1, which posited that perceived brand equity significantly influences the purchasing decision-making process for fresh chicken parts among consumers in the fresh food category of modern trade stores in Phatthalung Province.

The findings of this study benefit both modern trade retailers and small-scale entrepreneurs by providing insights into the key factors that consumers value in relation to perceived brand equity of fresh chicken parts. In particular, brand assets that create a competitive advantage, along with the development of a clear brand image, are crucial for enhancing consumer trust and loyalty. Moreover, maintaining product quality and adhering to legal production standards are primary factors that consumers prioritize. The results can therefore be utilized by business operators to develop targeted marketing strategies and effectively communicate brand strengths in highly competitive markets.

A strategic analysis of AI-driven ETFs and traditional ETFs with empirical evidence from 2020–2024

Chakhrit Khumrua, Nattawoot Koowattanatianchai — Thu, 11 Dec 2025 00:00:00 +0700

This study examines the strategic performance of exchange-traded funds (ETFs) driven by artificial intelligence (AI) compared with traditional ETFs, using data from funds listed in the United States market. The analysis is conducted within the economic context of 2020–2024, a period characterized by high uncertainty, rapid policy shifts, interest rate fluctuations, and liquidity changes. The research objectives are threefold: (1) to compare the returns and risks of AI-driven and traditional ETFs, (2) to investigate the impact of both single factors and interaction effects on investment performance—particularly the interplay between investment costs and risk, as well as between momentum signals and returns, and (3) to introduce the ISARM+ model, which incorporates logical relationships among financial variables to capture complex market dynamics.

The findings, based on monthly data from four representative ETFs, indicate that AI-driven funds outperform traditional funds in terms of risk-adjusted returns, especially during periods of volatility and policy shifts. Investment costs and their interaction with risk play a significant role in shaping excess returns, while momentum signals strongly influence return patterns. In addition, market liquidity is closely related to the balance between return and risk. The model employed provides statistically reliable evidence, reinforcing the strategic conclusion that AI-driven ETFs with interaction-aware logic are more capable of adapting their strategies to market conditions than their traditional counterparts.