Pañña Panithan Journal

ความเชื่อ พัฒนาการ และอิทธิพลทางพระพุทธศาสนาที่ปรากฏในปราสาทตาเมือน (บายกรีม)

Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research article aims to: 1) examine the architectural form, meaning, historical development, and underlying religious concepts associated with Castle Ta Muen (Baykriem); 2) study the manifestation of Buddhism within Castle Ta Muen (Baykriem); and 3) analyze the beliefs, evolution, and Buddhist influences reflected in the site. This qualitative study employed fieldwork through observation and in-depth interviews, with data analyzed using descriptive methods.

The findings reveal that: 1. Castle Ta Muen (Baykriem) is a Dharmasala, a type of religious rest house constructed for travelers. It was built during the reign of King Jayavarman VII, who commissioned 121 such structures along the route from the capital city to regional centers, including the route to Phimai. Regarding its restoration, during the fiscal years 1991–1992, the 6th Regional Office of Fine Arts conducted surveys, excavation, structural reinforcement, and restoration planning. In 1993, the restoration of Castle Ta Muen (Baykriem) — the first site in the complex — was carried out alongside conservation efforts. In 1994, the Fine Arts Department restored Castle Ta Muen Tot, focusing on the main sanctuary and the library. The architectural concept of the temple is rooted in Buddhist beliefs. 2. The study of Buddhism in Castle Ta Muen (Baykriem) indicates that the lintel features a seated Buddha in meditation posture within a torana, reflecting Mahayana Buddhist iconography. 3. The analysis of religious belief, development, and Buddhist influence shows that the lintel, carved from sandstone, depicts the Buddha as Bhaisajyaguru seated in full meditation posture within a torana, holding a medicine casket. The art style is Bayon, dated approximately to the 18th Buddhist century. Inscriptions refer to the Buddha as a divine physician, aligning with Mahayana Buddhist doctrine and the Trikaya philosophy, which comprises the Nirmanakaya, Dharmakaya, and Sambhogakaya.

AN ANALYTICAL STUDY OF THE PATTERN OF RESOLVING THE PROBLEMS OF THE SECULAR AND PANNATTI RULES IN THE VINAYA PITAKA

Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research article aims to 1) study the rules of discipline (sikkhāpada) categorized as Lokavajja and Paññattivajja in the Vinaya Pitaka 2) examine the patterns of resolving issues related to the transgression of these sikkhāpada and 3) analyze the patterns of problem-solving concerning the Lokavajja and Paññattivajja rules within the Vinaya Pitaka. This study employs a qualitative research methodology, utilizing primary sources the Vinaya Pitaka and secondary sources including commentaries (Atthakathā), sub-commentaries (Ṭīkā and Anuṭīkā), academic works, research papers, and other relevant documents. The collected data were synthesized, analyzed, and presented through a descriptive and inductive analytic approach.

The research findings reveal that 1) Lokavajja refers to offenses considered blameworthy by the world, arising from immoral intentions, such as those involving acts of killing, stealing, or sexual misconduct. In contrast, Paññattivajja refers to offenses that do not cause harm to laypeople but are regarded as transgressions of the monastic code, being strictly offenses against the Vinaya itself. 2) The resolution of these transgressions can be categorized into two principal patterns: (1) Normal procedures, in which the offender confesses and undergoes expiation according to the rules; and (2) Exceptional procedures, which apply when the offender refuses to cooperate. In such cases, the Vinaya Pitaka prescribes a conflict-resolution framework known as the seven methods of settling disputes. 3) When comparing these traditional frameworks with modern contexts, the study finds that the disciplinary resolutions in the Buddha’s time were systematic and well-defined. However, in the contemporary Sangha, the approaches to handling disciplinary violations have evolved considerably, reflecting changes in monastic administration and social conditions.

THEATRICAL ART AND NATIONAL IDEOLOGY: KING VAJIRAVUDH’S PHRA RUANG AS AN INSTRUMENT FOR CONSTRUCTING THAI UNITY AND NATIONAL IDENTITY

chisanupong Intharakasem, Natthanan Sarigo — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research article aims to analyze the role of dramatic arts as a cultural force in transmitting national ideology through the study of Phra Ruang, the royal drama composed by King Vajiravudh (Rama VI). The King employed art and literature as essential instruments for fostering national consciousness and unity among the people. The study adopts a qualitative research approach, utilizing both primary and secondary data. The primary data consist of the royal text of Phra Ruang, while the secondary data include relevant documents, articles, and academic research. Comparative and interpretive analyses were conducted to explain the ideological meanings reflected through the dramatic arts.

The findings reveal four key aspects: (1) The play reflects the concept of “Thainess” through the values of loyalty, patriotism, and unity, which form the foundation of national cohesion. (2) The ideal image of leadership is portrayed through King Phra Ruang, who rules with virtue, compassion, justice, and wisdom—representing a paternalistic and moral model of leadership. (3) The characteristics of good citizens emphasize bravery, gratitude, and self-sacrifice for the common good, while also elevating the role of Thai women as active participants in national preservation, reflecting the transition toward modern society. (4) Beliefs and rituals function as spiritual forces that integrate Buddhist and Brahman–Hindu elements to strengthen national morale and unity. In conclusion, Phra Ruang represents a literary work that integrates the monarchy, religion, and the people within the framework of “Royal Nationalism.” The dramatic arts serve as a cultural power that communicates national ideology and spiritual values, ultimately fostering a sustainable sense of Thai identity and national solidarity.

CULTURAL HERITAGE AND PRODUCT DEVELOPMENT ACCORDING TO THE BUDDHIST CONCEPT OF CREATIVE INNOVATION, CASE STUDY “PANG CHOMPOOH” OF THE BUDDHIST INNOVATION CENTER MAHACHULALONGKORNRAJAVIDYALAYA UNIVERSITY NONG KHAI CAMPUS

Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research aimed to: 1) examine the current conditions and needs for creative Buddhist innovation at the Buddhist Innovation Center, Mahachulalongkornrajavidyalaya University, Nong Khai Campus; 2) explore the product models derived from cultural heritage based on the concept of creative Buddhist innovation, specifically the “Phang Chomphu” model; and 3) propose development approaches for such cultural heritage products to achieve sustainability and enhance community economic value. This study employed a qualitative research design, using in-depth interviews with 25 key informants, including local residents, municipal administrators, village heads, and community leaders. Data were analyzed by organizing the content according to research objectives and presented descriptively.

The results revealed that: 1) the Buddhist Innovation Center of Mahachulalongkornrajavidyalaya University, Nong Khai Campus, designated “Phang Chomphu” a pink female elephant as the center’s official symbol to correspond with the university’s representative color. The developed products included piggy banks, coffee mugs, water cups, shirts, and bags; 2) the Center promoted knowledge of Buddhist innovation through training sessions, public communication, and product exhibitions in both printed and online formats. The Academic Affairs Office served as the main administrative unit for coordinating and disseminating information to encourage student and community participation; and 3) presenting “Phang Chomphu” products at provincial festivals enhanced public awareness at an initial stage. However, public relations remain limited. Therefore, it is recommended to diversify communication channels, especially through online media, establish collaborative networks with provincial agencies, and promote the use of university and community-based materials to increase value creation and support the local agricultural economy, which remains the primary occupation in Nong Khai Province.

WORDINGS STRATEGIES FOR ADVERTISING COFFEE CAFES ON FACEBOOKS

Yupa Muangsang, Pakpoom Hannapha — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This study aims to investigate the rhetorical strategies used in the wording of coffee shop advertisements on Facebook. Conducted as a descriptive research, data were collected from Facebook advertisements of 25 coffee shops, each with over 30,000 followers. The analysis focused on word choices, sentence structures, and figurative language based on a linguistic framework, and the findings were presented descriptively.

The results reveal that the rhetorical strategies can be categorized into three main aspects. First, word usage falls into eight types: (1) foreign words, the most frequently used (59.63%), (2) reduplications (19.82%), (3) rhyming words (6.24%), (4) compound words (6.24%), (5) semantically incongruent word combinations (3.11%), (6) interjections (1.93%), (7) slang (1.74%), and (8) regional dialects, the least used (1.28%). Second, sentence structures are classified into: (1) declarative sentences, most common (69.12%), (2) imperative sentences (25.38%), and (3) interrogative sentences, the least used (5.41%). Third, the use of figurative language includes: (1) hyperbole, the most prevalent (40.29%), (2) simile (34.69%), (3) personification (14.29%), and (4) metaphor, the least found (10.73%). These findings demonstrate that the rhetorical strategies employed in Facebook coffee shop advertisements play a significant role in creating a favorable impression among readers. Through strategic word choices that shape brand image, sentence patterns that elicit responses, and emotionally engaging figurative language, these advertisements align well with effective communication practices on contemporary digital platforms.

NAMING TECHNIQUES MOVIE SPOILER CLIPS ON THE YOUTUBE PLATFORM

Nattakamon Kongkum, Nittaya Wannakit — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This study aims to examine the linguistic strategies employed in titling movie spoiler videos on YouTube, a growing form of media content that blends storytelling, critique, and entertainment. The research collected data from 10 of the most popular Thai movie spoiler channels, totaling 500 videos. The analysis was conducted by adapting 11 naming strategies originally proposed by Theking Phanthuekingamorn for titling novels and short stories, revised to suit the nature of digital media and online video culture. The research adopts a descriptive-analytical approach grounded in principles of Thai language studies and media discourse analysis.

The findings reveal that creators use a variety of titling techniques to capture attention and convey the essence of the video. These strategies, ranked from most to least frequently used, include: (1) employing the word “spoiler” or “spoil” in the title 24.53% (2) referring to the plot, theme, or key events of the film 21.01% (3) using the official name of the movie 18.29% (4) referencing major locations within the story 8.54% (5) including the profession or occupational role of a key character 8.11% (6) describing the personality traits of a central character 5.99% (7) using the name or nickname of an important character 5.14% (8) mentioning significant objects, items, or symbols in the narrative 2.90% (9) highlighting the physical appearance of a character 2.72% (10) presenting the title in the form of a question 1.57% and (11) incorporating time-related expressions 1.15% The study concludes that titling strategies function as persuasive linguistic tools that help establish a distinct creator identity, engage viewers, and differentiate content in a competitive digital space. These strategies play a crucial role in content visibility and audience reach, thereby contributing significantly to the sustainable success and longevity of movie spoiler videos as a genre of contemporary online storytelling.

NEEDS ASSESSMENT OF LEARNING ENVIRONMENT MANAGEMENT IN SCHOOLSUNDER NONG KHAI PRIMARY EDUCATIONAL SERVICE AREA OFFICE 1

Kanitta Pongsri, Pramook Chusorn — Wed, 31 Dec 2025 00:00:00 +0700

Abstracts

The purposes of this research were 1) to study the current conditions and desired conditions of learning environment management in schools under Nong Khai primary educational service area office 1, 2) to study the needs of learning environment management in schools under Nong Khai primary educational service area office 1. This research was survey research. The sample group consisted of 302 administrators and teachers under Nong Khai primary educational service area office 1 selected by stratified random sampling. The research instrument was 5 level-rating scale questionnaire. The reliability of this research was 0.992. The data were analyzed by mean, percentage, standard deviation and modified priority need index (PNI_Modified)

The results of this research were as follow: 1) The overall of the current condition of learning environment management in schools was at the middle level. When considering the average of each aspect, it was found that the highest average was creative classroom management and the lowest average was personnel interaction. 2) The overall of desirable condition of learning environment management in schools was at the high level. When considering the average of each aspect, it was found that the highest averages were teacher characteristic and creative classroom management while the lowest average was personnel interaction. 3) The overall of priority needs Index of learning environment management was between 0.398 to 0.420. The highest priority needs Index was personnel interaction (PNIModified= 0.420) and the lowest priority needs Index was creative classroom management (PNIModified= 0.398)

ACADEMIC LEADERSHIP OF ADMINISTRATORS AFFECTING THE EFFECTIVENESS OF LEARNING MANAGEMENT OF TEACHERS IN SECONDARY SCHOOLS, PHITSANULOK PROVINCE SCHOOLS UNDER SECONDARY EDUCATIONAL SERVICE AREA OFFICE

Narit Watcharasuntonkit, Nattakan Prechanban — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

The purposes of this research were 1) to study the level of academic leadership of administrators in secondary school, Phitsanulok Province, 2) to study the level of the effectiveness of learning management of teachers in secondary school. 3) to develop and validate the consistency of causal model of factor influencing private school effectiveness in digital age with the empirical data Academic Leadership of Administrators Affecting the Effectiveness of Learning Management of Teachers in Secondary School. This is a Quantitative Research. with the empirical data. The sample group consisted of 150 administrators and teachers in Secondary School. The data were collected using a questionnaire with a reliability coefficient of 0.930. The sampling method used was multi-stage sampling. The statistics used for data analysis included mean, standard deviation, Pearson's correlation coefficient, and structural equation modeling analysis.

The research found that 1. The level of academic leadership of administrators was rated at a high level. 2.The level of the effectiveness of learning management of teachers in secondary school was rated at the highest level. 3. The development and validation of the causal model of academic leadership of administrators affecting the effectiveness of learning management of teachers revealed that the structural equation model is consistent with the empirical data ( = 41.041, /df = 1.324, df = 31, p-value = .108, CFI = .990, TLI = .986, RMSEA = .046, SRMR = .033), Academic leadership of administrators had a direct influence on the effectiveness of learning management of teachers. with an influence size of 0.618, statistically significant at the .01 level. Both components of the structural equation model exhibited structural validity, the factor loadings ranged from 0.641 to 0.910, all statistically significant at the .01 level. The indicators and components explained between 41.10% and 82.80% of the variance

CREATIVE LEADERSHIP OF SCHOOL ADMINISTRATORS AFFECTING INNOVATIVE THINKING SKILL OF TEACHERS UNDER PHICHIT PRIMARY EDUCATIONAL SERVICE AREA OFFICE 2

Suphitchaya Chaichalermwuthiphong, Nattakan Prechanban — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

The purposes of this research were 1) to study the level of creative leadership of school administrators, 2) to study the level of innovative thinking skill of teachers, and 3) to develop and validate the consistency of causal model of creative leadership of school administrators affecting innovative thinking skill of teachers with the empirical data. The sample group consisted of 165 administrators and teachers under Phichit Primary Educational Service Area Office 2. The sampling method used was multi-stage sampling. Data were collected using a questionnaire with a reliability coefficient of 0.941. Data analysis using mean, standard deviation, and structural equation modeling analysis.

The research found that 1) The level of creative leadership of school administrators was rated at the highest level. 2) The level of innovative thinking skill of teachers was rated at a high level. 3) The development and validation of the causal model of creative leadership of school administrators affecting innovative thinking skill of teachers under Phichit Primary Educational Service Area Office 2 revealed that the structural equation model is consistent with the empirical data. ( = 41.347, /df = 1.378, df = 30, p-value = 0.081, CFI = 0.993, TLI = 0.989, RMSEA = 0.048, SRMR = 0.025) Creative leadership of school administrators had a direct influence on innovative thinking skill of teachers with an influence size of 0.903, statistically significant at the .01 level. Both components of the structural equation model exhibited structural validity. The factor loadings of creative leadership of school administrators ranged from 0.832 to 0.912, the indicators and components explained between 69.20% and 83.20% of the variance. The factor loadings of innovative thinking skill of teachers ranged from 0.726 to 0.913, the indicators and components explained between 52.70% and 83.30% of the variance.

FACTORS OF LEARNING LEADERSHIP OF ADMINISTATORS AFFECTING ACADEMIC ADMINISTRATION IN SCHOOL UNDER PHICHIT PRIMARY EDUCATION SERVICE AREA OFFICE 2

Apidet Khaokhangpul, Thirasak Uppamaiathichai — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research article aimed to: 1) examine the factors of learning leadership among school administrators; 2) investigate the level of academic administration in schools; 3) explore the relationship between learning leadership factors of school administrators and academic administration; and 4) develop a predictive equation of learning leadership factors influencing academic administration. The study was conducted in schools under the Phichit Primary Educational Service Area Office 2. This quantitative research employed a sample of 291 participants, including school administrators and teachers, selected through multi-stage random sampling. The research instrument consisted of a three-part questionnaire that was validated for content validity and had reliability coefficients ranging from 0.874 to 0.980. Data were collected using an online questionnaire and analyzed using mean, standard deviation, Pearson’s correlation coefficient, and stepwise multiple regression analysis.

The results of the research showed that 1) the overall study of learning leadership factors of school administrators is at a high level, 2) the study of the academic management level in school as a whole is at a high level, 3)the study of the relationship between learning leadership factors and academic management in school, According to the Pearson correlation coefficient, is between 0.677 - 0.785, which is relatively high and statistically significant at the level of .01, 4) the study of learning leadership factors affecting academic administration in school have has a forecast coefficient (R²) of 0.696, a forecast power of 69.60%, and a forecast standard error of 0.216 for both raw and standard scores, respectively. The details are as follow

Forecast equation in raw score format

= 0.917 + 0.272X₃ + 0.248X₅ + 0.223X₁+ 0.158X₄

Forecast equation in standard score format

= 0.243Zx₃+ 0.226Zx_{5 +}0.200Zx_{1 +}0.132Zx₄

DEVELOPMENT OF AN ANTI-LOCK BRAKE SYSTEM (ABS) SKILL TRAINING PROGRAM FOR VOCATIONAL CERTIFICATE STUDENTS IN AUTOMOTIVE MAJOR

Taksin Somanawat, Surawut Yanin, Pongsuwat Sermsirikarnjana, Metha Oungthong — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research aimed to 1) develop and determine the efficiency of an Anti-Lock Brake System (ABS) skill training set for vocational certificate students in the Automotive Program and 2) compare students’ learning achievement using the ABS skill training set with the predetermined criteria. The study employed a research and development (R&D) design consisting of four phases: studying the current problems in teaching automotive chassis work, designing and developing the skill training set, evaluating its efficiency, and examining students’ learning achievement after using the set. The sample consisted of 20 first-year vocational certificate students in the Automotive Program at Wichian Buri Vocational College, enrolled in the second semester of the 2024 academic year, selected through cluster random sampling. The research instruments included the ABS skill training set, an achievement test, and a media suitability evaluation form.

The results revealed that the developed ABS skill training set was rated at the highest level of suitability (M = 4.71, S.D. = 0.17), particularly in terms of content relevance and learning activities. The efficiency of the training set (E1/E2) was 83.40/85.86, exceeding the established standard of 80/80, indicating its effectiveness in both the learning process and outcomes. The comparison of post-learning achievement showed that students achieved a mean score of 16.85 with a standard deviation of 0.81, significantly higher than 80% of the total score at the .05 level of significance (t = 92.71, p = 0.00). These findings suggest that the ABS skill training set effectively enhanced students’ learning achievement and is appropriate for use in teaching automotive chassis systems at the vocational education level.

STUDY OF THE RELATIONSHIP BETWEEN HAPPINESS AT WORKAND THE ENGAGEMENT OF SCHOOL ADMINISTRATORS AND TEACHERS PHICHIT SECONDARY EDUCATIONAL SERVICE AREA OFFICE

Apichart Doungchun, Phatthapong Phongphattharakarn — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research aimed to investigate the relationship between work happiness and organizational commitment among school administrators and teachers under the Phichit Secondary Educational Service Area Office. The objectives were threefold 1) to examine the level of work happiness 2) to assess the level of organizational commitment; and (3) to analyze the correlation between work happiness and organizational commitment. A quantitative research design was employed. The sample consisted of 285 participants, including 30 school administrators and 255 teachers. Data were collected using a questionnaire and analyzed using descriptive statistics and Pearson’s correlation coefficient.

The findings revealed that 1) the overall level of work happiness was high 2) the level of organizational commitment among administrators and teachers was also high; and 3) there was a statistically significant positive correlation between work happiness and organizational commitment (r = 0.725**, p < .01). In terms of specific dimensions, job satisfaction was strongly correlated with the acceptance of organizational goals and values (r = 0.672**, p < .01), while the lowest correlation was found between negative emotions and the desire to remain with the organization (r = 0.177**, p < .01).

DEVELOPMENT OF AN AUTOMOTIVE PAINTING SKILL TRAINING PACKAGES FOR VOCATIONAL CERTIFICATE STUDENTS IN THE INDUSTRIAL SUBJECT TYPT

Apirak Boondad, Surawut Yanin, Pongsuwat Sermsirikarnjana, Metha Uengthong — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

The objective of this research article is to develop and determine the effectiveness of a skill training kit in automotive painting, and to compare the learning achievement of students who studied using the training kit with a predetermined criterion. This research is qualitative in nature. The sample consisted of one class of 26 third-year vocational certificate students, selected through cluster sampling.The instruments used for data collection included: 1. A problem record form and instructional problem-solving guide, 2. A skill training kit, 3. An appropriateness evaluation form with content validity ranging from 0.60 to 1.00, 4. A performance assessment form with content validity ranging from 0.60 to 1.00, and inter-rater reliability of 0.70. Data were analyzed using content analysis, mean, standard deviation, and t-test statistics.

The research findings revealed that the developed skill training kit covered practical knowledge, including the selection of tools and equipment, surface preparation, putty application, sanding, paint spraying, color mixing based on formulas, and actual painting. The training kit was designed as a series of well-structured hands-on activities, accompanied by exercises and a learner’s manual that allows for self-directed learning.The researcher was therefore motivated to develop this skill training kit for instructional purposes. The overall appropriateness of the training kit was rated at the highest level (mean = 4.59, S.D. = 0.13). The effectiveness of the skill training kit for vocational certificate students in the industrial field exceeded the specified standard of 75/75. Moreover, the comparison of students’ practical performance after using the training kit showed results significantly higher than the 75% threshold, at a statistical significance level of .05.

A STUDY OF THE ONLINE LEARNING SYSTEM FOR GRADE 8 STUDENTS IN SECONDARE SCHOOLS IN NAKHONPHANOM PROVICE

Papangkorn Saibua — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research aims to 1) study the research on online learning system of Mathayom 2 students in Nakhon Phanom Province, and 2) synthesize the research on online learning system of Mathayom 2 students in Nakhon Phanom Province. This research is a document synthesis research. The research methodology is to study research related to online learning systems from the Nriis and Thailis databases between 2013-2022, totaling 15 studies. The data is analyzed and synthesized to create a questionnaire and develop online learning innovations, along with summarizing the results and recommendations.

The research results found that 1) Research studies on online learning systems Due to the outbreak of the coronavirus disease 2019, it has affected the teaching and learning management in educational institutions. There must be an adjustment to promote the spread of online learning management approaches. Therefore, teachers must use media and technology to support learning, such as Google Sites, which is another media that can appropriately respond to the current learning management, which is in line with the policy of the Ministry of Education in developing the nation's youth into the 21st century world, aiming to promote learners to have morality, love being Thai, have analytical thinking skills, creativity, technology skills, and be able to work with others. 2) The results obtained from the synthesis of research on the study of the most popular online learning system, Google Sites, can show the benefits and importance in many ways, as follows: 1. Create easy-to-access learning resources 2. Promote student participation 3. Support teachers' teaching and learning management 4. Save costs because Google Sites is a free tool and 5. Easy to use, etc.

DEVELOPING STUDENTS' READING COMPREHENSION ABILITIES IN GRADE 5 BY Using OK5R LEARNING TOGETHER WITH 5W1H QUESTIONING TECHNIQUES

Chatwaret Deelon, Omthajit Pansri — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

The purposes of this study were as follows 1) develop a learning management plan employing the OK5R learning management model in combination with the 5W1H questioning technique; 2) compare the reading comprehension ability of Grade 5 students before and after the intervention using the integrated OK5R model and 5W1H technique; and 3) examine the students satisfaction with the implementation of the OK5R model combined with the 5W1H technique. This study adopts an experimental research design. The sample consisted of eight Grade 5 students from Rotary Sawankhalok 1 School during the 2024 academic year, selected through simple random sampling, with the school as the sampling unit. The research instruments include: 1) a learning management plan based on the OK5R model and 5W1H technique; 2) a reading comprehension test comprising 20 multiple-choice items with four options each; and 3) a student satisfaction questionnaire covering three aspects: organization of learning activities, learning environment, and perceived benefits. Data were analyzed using mean, standard deviation, and the dependent samples t-test.

The results revealed that: 1) the learning management plan based on the OK5R model and 5W1H technique was rated at the highest level of suitability; 2) the students’ post-test reading comprehension scores were significantly higher than their pre-test scores at the .05 level of significance; 3) the students expressed the highest level of satisfaction with the overall instructional approach.

BEST PRACTICES IN MANAGEMENT FOR PROMOTING CULTURAL ENTREPRENEURSHIP IN THE PHI TA KHON TRADITION AMONG STUDENTS AT SRISONGRAK WITTAYA SCHOOL UNDER THE SECONDARY EDUCATIONAL SERVICE AREA OFFICE LOEI - NONG BUA LAMPHU

Onnapa Tamtip, Phitthaya Saengsawang — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research article aims to investigate best management practices that promote cultural entrepreneurship related to the Phi Ta Khon tradition among students of Srisongrak Witthaya School, under the jurisdiction of the Secondary Educational Service Area Office Loei-Nongbua Lamphu. This study adopts a qualitative research methodology, utilizing data collected from books, research studies, and articles concerning best practices in both domestic and international contexts.

The research findings indicate that Srisongrak Witthaya School implements exemplary organizational management practices that foster students' cultural entrepreneurship, particularly in relation to the Phi Ta Khon tradition. These practices include: Planning The school engages in systematic planning with clearly defined goals aimed at developing students' skills as creative entrepreneurs capable of integrating local culture into product and service innovation. Organizing The organizational structure is strategically designed to support the development of cultural entrepreneurial competencies among students. Leading Leadership efforts are focused on promoting cultural entrepreneurship by preserving the Phi Ta Khon tradition, with an emphasis on motivating both teachers and students to participate actively. Coordinating Coordination occurs both within the organization and with external stakeholders through formal meetings and the use of digital platforms such as Line and Facebook.
Controlling – Operations are overseen and regulated through clearly defined policies and action plans, under the supervision of the school’s administrative team. Participation from teachers, the school board, and students is actively encouraged. Evaluation
The effectiveness of the initiatives is assessed through questionnaires, interviews,
and behavioral observations of students. The outcomes are disseminated via the school’s website, annual reports, and social media platforms to ensure transparency and garner support for the sustainable development of students' entrepreneurial skills.

INNOVATION IN LEARNING VIA ONLINE OF SECONDARY SCHOOL IN NAKHON PHANOM

Marvin Thokeaw — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research has the objectives 1) to develop online learning innovations in lower secondary schools, 2) to evaluate the results of using online learning innovations in lower secondary schools. It is a research and development (R&D) project by using in-depth interviews, focus group discussions, and distributing research questionnaires, totaling 40 people. The research instruments include interview forms, questionnaires, and focus group discussions. The statistics used in the research are frequency, percentage, mean, and standard deviation.

The research results found that 1) The COVID-19 outbreak has caused schools to adapt to online learning via digital TV and online platforms, which include important components: teachers, learners, content, media, communication systems, and assessments. Effective online learning management requires good preparation, appropriate technology design, content integration, shared understanding, and continuous evaluation, as well as the development of an online classroom system using Google Site, taking into account the appropriateness of the content, accessibility, data backup, and system stability. 2) From the study of the results of using online learning innovations in lower secondary schools, it was found that overall, the average value of each aspect was at a high level. When considering each aspect and ranking the average values from highest to lowest, it was found that the aspect with the highest average value was interaction (average value 4.38, standard deviation 0.57, high level), followed by benefits (average value 4.20, standard deviation 0.63, high level), presentation format (average value 3.79, standard deviation 0.87, high level), and content (average value 3.76, standard deviation 0.65, high level). The aspect with the lowest average value was In terms of system usage (mean 3.36, standard deviation 0.80, medium level)

THE DEVELOPMENT OF A COMPETENCY MODEL FOR SCHOOL ADMINISTRATORS IN ACADEMIC LEADERSHIP USING TECHNOLOGY AS A BASIS TO IMPROVE STUDENT QUALITY

Rungnapa Thisri — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research aims to 1) study the basic information for developing a competency model for school administrators in academic leadership, utilizing technology as a foundation, 2) develop the competency model, 3) pilot the model, and 4) evaluate the model's effectiveness. The study follows a research and development process divided into four phases: Phase 1 involves assessing the competency needs of administrators and teachers; Phase 2 focuses on developing the competency model based on the gathered data; Phase 3 includes piloting the model with voluntarily participating administrators (44 individuals) and teachers (176 individuals), totaling 220 participants; and Phase 4 is the evaluation of the model's effectiveness. The research tools include questionnaires, interviews, and model suitability evaluation forms. Statistical methods for data analysis include mean, standard deviation, needs assessment index, comparison of pre- and post-model scores, content analysis, and descriptive synthesis.

The results showed that: The analysis of the competency needs of administrators in three key areas revealed an overall needs assessment index of 0.30, with the following rankings: student quality (0.32), technology (0.30), and academic leadership (0.28).The developed competency model comprises six components: 2.1) Principles 2.2) Objectives

2.3) Administrator Competencies 2.4) Development Process 2.5) Evaluation 2.6) Success Factors The model underwent validation by experts, who deemed it highly appropriate and feasible. The pilot results showed an increase in the average competency score of administrators in academic leadership after the development, compared to before. The evaluation of the model indicated that it is highly appropriate and feasible, with a high level of satisfaction expressed by stakeholders regarding the model’s effectiveness and suitability.

DEVELOPMENT OF LEARNING ACHIEVEMENT USING INSTRUCTIONAL PACKAGES WITH ACTIVE LEARNING APPROACH FOR BASIC AUTOMOTIVE ELECTRONICS COURSE (CODE: 20101-2103) UNDER THE VOCATIONAL CERTIFICATE CURRICULUM B.E. 2562

Jirarod Lertthanapiamsuk — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research article aimed to: 1) examine the current conditions, problems, and solutions in the teaching and learning management of the Basic Automotive Electronics course (Course Code 20101-2103) under the 2019 Vocational Certificate Curriculum; 2) develop and determine the effectiveness of an instructional package integrated with active learning; and 3) implement the developed instructional package. This study employed a research and development design. The sample consisted of 21 vocational certificate students selected through cluster random sampling, with classrooms as the sampling unit. The research instruments included: 1) a learning management problem record form; 2) an instructional package evaluated by experts, which achieved the highest quality level (= 4.62, S.D. = 0.15); 3) an instructional package suitability assessment (IOC = 0.80–1.00); 4) a learning achievement test (IOC = 0.60–1.00, difficulty = 0.35–0.80, discrimination = 0.30–0.80, reliability = 0.89); 5) a performance evaluation form (IOC = 0.80–1.00, reliability=0.62–1.00); and 6) a desirable characteristics observation form (IOC = 0.60–1.00, reliability = 0.69). Data were analyzed using content analysis, mean, standard deviation, t-test, and effectiveness index.

The results revealed that: 1) most students lacked understanding of automotive electronic devices due to limited hands-on experience, and lecture-based instruction led to below-standard learning achievement; 2) the developed instructional package with active learning, consisting of seven sets, was rated at the highest level of suitability (= 4.63) and achieved the efficiency criterion of 80/80 (E1 = 82.35, E2 = 81.76); and 3) students’ post-learning achievement scores were significantly higher than pre-learning scores at the .05 level, with an effectiveness index of 0.628, indicating that students’ knowledge increased by 62.8 percent.

CREATIVE LEADERSHIP OF THE SCHOOL ADMINISTRATORS AFFECTING THE ACADEMIC ADMINISTRATION OF THE EARLY CHILDHOOD PROGRAM IN SCHOOLS UNDER PHITSANULOK PRIMARY EDUCATIONAL SERVICE AREA OFFICE 3

Anusara Maggatog, Taweesak Sawangmek — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

The objectives of this research were to 1) Investigate the creative leadership of school administrators; 2) Examine the academic administration at the early childhood education level in schools; 3)Explore the relationship between the creative leadership of school administrators and the academic administration at the early childhood level; and 4) Identify significant predictive variables and develop a predictive equation for school administrators' creative leadership that influences academic administration at the early childhood level under the jurisdiction of the Phitsanulok Primary Educational Service Area Office 3. This study employed a quantitative research approach. The sample consisted of 178 participants, including school administrators and early childhood education teachers. Data were analyzed using percentage, mean, standard deviation, Pearson's correlation coefficient, and stepwise multiple regression analysis.

The analysis results indicate that 1) the overall level of creative leadership among school administrators was high. 2) the level of early childhood academic administration was revealed also high. 3) the significant positive correlation between creative leadership factors and early childhood academic administration, with Pearson correlation coefficients ranging from 0.745 to 0.821, which is at a fairly high level and statistically significant at the .01 level 4) the predictive variables of creative leadership affecting academic administration yielded a coefficient of determination formular as (R²) of 0.771, indicating a predictive power of 77.10%, with a standard error of estimate of 0.878 in the form of raw score and standard score, are presented as follows:

The predictive formular in raw score are as follows:

= 0.634 + 0.358X₃ + 0.320X₂ + 0.275X₄

Standardized score formular as:

y = 0.322Zx₃+ 0.285Zx_{2 +}0.248Zx₄

Keywords: Creative Leadership, Early Childhood Academic Administration

THE DEVELOPMENT OF A PROBLEM-SOLVING MODEL FOR READING AND WRITING THAI LANGUAGE USING THE AREA AS A BASE AT THE PRIMARY LEVEL UNDER THE OFFICE OF THE NONG KHAI PRIMARY EDUCATIONAL SERVICE AREA 1

Chaweewan Yokin — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research article aimed to: 1) study the current situation and problems of Thai reading and writing, as well as area-based management approaches in primary education; 2) develop a model for improving Thai reading and writing skills through area-based management in primary education; 3) implement the developed model for improving Thai reading and writing skills based on area-based management; and 4) evaluate the effectiveness of the model for improving Thai reading and writing skills through area-based management in primary education. This study employed a mixed-methods research design, consisting of four phases: Phase 1: studying the current situation and problems of Thai reading and writing; Phase 2: developing the improvement model; Phase 3: implementing the developed model; and Phase 4: evaluating the model’s effectiveness. Data were analyzed using basic statistical methods, including the mean and standard deviation.

The research findings revealed that: 1) The study of the current situation regarding the solutions to Thai reading and writing problems and the area-based management approach consisted of four components: (1) the current situation and management approach in terms of input factors, (2) the 5A&P process, (3) output factors, and (4) success factors. 2) The developed model comprised four main components: (1) input factors, (2) the 5A&P process, (3) outputs, and (4) success factors. 3) The implementation of the developed model was carried out according to these four components. 4) The evaluation results of the model were as follows: (1) the feasibility and usefulness of the model were rated at the highest level; (2) the overall satisfaction of school administrators and teachers was at the highest level; and (3) the overall results of improving students’ Thai reading and writing skills indicated good performance across all grade levels.

DEVELOPMENT OF ACADEMIC ACHIEVEMENT IN HISTORY SUBJECTS BY USING COOPERRATIVE STAD TECHNIQUES WITH MATHAYOM 2 STUDENTS OF THE NETWORK SCHOOL GROUP BAN PONG 3, OFFICE OF THE PRIMARY EDUCATIONAL SERVICE AREA 2, RATCHABURI

Jidapa Thiraphattharaphan, Kannaphat Hunsuwan, Samaporn Maneeon — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

The objectives of this research were: 1) to develop the learning achievement in the history subject on “Biographies and Contributions of Important Figures during the Ayutthaya and Thonburi Periods” through the cooperative learning approach using the STAD technique for Grade 8 students to meet the established criteria; 2) to study the learning progress of students in the same subject; 3) to examine the retention of students’ learning in history; and 4) to investigate students’ learning satisfaction through the cooperative learning approach using the STAD technique. This study employed an experimental research design. The population consisted of Grade 8 students enrolled in the second semester of the 2024 academic year in three schools under the Ban Pong Network 3 (Opportunity Expansion Schools). The sample group included one class of 20 Grade 8 students from Wat Nong Or School (Thammathornyai Prachasamakkee), selected by simple random sampling. The research instruments consisted of (1) history lessons, (2) lesson plans, (3) an achievement test, and (4) a student satisfaction questionnaire. The statistics used for data analysis included percentage, mean, standard deviation, learning progress, and a dependent t-test.

The research results revealed that: 1) students’ post-learning achievement in history averaged 70.67%, which met the specified criterion of 70%; 2) learning progress through the cooperative learning approach using the STAD technique was 0.60, equivalent to 60%, indicating a moderate level; 3) students’ learning retention was statistically significant at the .05 level; and 4) Grade 8 students’ satisfaction with the cooperative learning approach using the STAD technique averaged 97.20%, which was at the highest level.

DEVELOPMENT EDUCATIONAL ACHIEVEMENT AND RETENTION LEARNING MATHEMATICS SUBJECT GROUP ON TOPIC OF ADDING FRACTIONS BY ORGANIZING COOPERATIVE LEARNING WITH TGT TECHNIQUE FOR PRATHOMSUKSA 4 STUDENTS IN BO SUPHAN - NONGBO SCHOOL GROUP, SUPHANBURI PRIMARY EDUCATIONAL SERVICE AREA OFFICE 2

Natda Sueamueang — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research aimed to (1) develop academic achievement on addition of fractions by organizing cooperative learning, TGT technique, to meet the criteria of 70 percent, (2) study the academic progress on addition of fractions before and after learning, (3) compare the learning durability on addition of fractions during and after learning, and (4) compare the attitudes of students before and after learning by using cooperative learning, TGT technique. The research method was experimental. The population consisted of 11 fourth grade students from Bo Suphan-Nong Bo School group. The sample consisted of 1 fourth grade students totaling 24 students from watweruwan School. The simple random sampling method was used. The research instruments used to collect data were (1) Instructional Package, (2) learning management plans, (3)academic achievement tests, and (4) attitude questionnaires. The statistics used for data analysis were percentage, mean, standard deviation, and dependent t-test.

The research results found that (1) the academic achievement in the matter of addition of fractions was 75.14 percent, which was in accordance with the criteria of 70 percent. (2) The academic progress by using cooperative learning with the TGT technique was equal to 0.63. (3) The durability of the cooperative learning with the TGT technique after 2 weeks, the students had a satisfactory level of learning durability. (4) The fourth grade students who learned by using cooperative learning with the TGT technique had the highest attitudes in all 3 areas, with statistical significance at the .01 level.

GUIDELINES FOR DEVELOPING INSTRUCTIONAL LEADERSHIP OF SCHOOL ADMINISTRATORS IN THE ONE DISTRICT, ONE QUALITY SCHOOL PROJECT UNDER THE NONGKHAI PRIMARY EDUCATIONAL SERVICE AREA OFFICE 1

Kittipan chaiyasit, Amornthip Charlonphon, Charee Maneesri — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research aimed to (1) study the instructional leadership of school administrators in the One District, One Quality School project, and (2) explore guidelines for developing their instructional leadership under the Nong Khai Primary Educational Service Area Office 1. The study employed a quantitative survey research design. The sample consisted of six school administrators and eighty-seven teachers, totaling ninety-three participants. A five-point rating scale questionnaire was used as the research instrument, which was validated for content quality and yielded a reliability coefficient of 0.80. Data were analyzed using descriptive statistics, including mean and standard deviation.

The research findings revealed that the overall instructional leadership of school administrators was at a high level. The highest mean score was found in the aspect of defining the school’s vision, mission, and goals, while the lowest mean score was in creating a learning-promotive atmosphere. The guidelines for developing instructional leadership consisted of five key areas: (1) defining and clearly communicating strategies to enhance instructional quality in classrooms; (2) supporting and encouraging teachers to apply curricula in lesson planning consistent with the school and learner contexts; (3) improving physical and social environments to foster creative and safe learning; (4) developing individualized professional development plans and promoting participation in activities aligned with teachers’ needs and potential; and (5) conducting supervision and evaluation through diverse and continuous approaches to enhance teaching quality.

WELFARE NEEDS OF LOGISTICS SECTOR EMPLOYEES IN BANGKOK AND ITS METROPOLITAN AREAS

Phakapron Jantalee , Anek Pradittharom — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

The study on the welfare needs of personnel in the logistics business sector in Bangkok and its metropolitan areas aimed to investigate the welfare needs and compare the differences in personal factors affecting the welfare needs of personnel in this sector. This quantitative research collected data from 153 employees working at the Central Distribution Management Office of CP All Public Company Limited. The research instrument was a welfare needs questionnaire for personnel in the logistics business sector in Bangkok and its metropolitan areas. Data analysis was performed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Inferential statistics used were One-Way ANOVA and pairwise comparisons using LSD.

The findings revealed that: 1) The overall level of welfare needs of personnel in the logistics business sector in Bangkok and its metropolitan areas was at a high level. When considering specific aspects, it was found that personnel in the logistics business sector in Bangkok and its metropolitan areas had the three highest levels of welfare needs in the following areas: job security services, bonuses and welfare payments, and economic support services.2) The analysis of the differences in welfare needs based on personal factors, including gender, generation, educational level, marital status, number of children, average monthly income, and work experience, indicated that gender, generation, and work experience did not significantly affect welfare needs. However, educational level, marital status, number of children, and average monthly income showed statistically significant differences at the 0.05 level.

OPINIONS OF SUB-DISTRICT HEADS AND VILLAGE HEADS IN NA KHU DISTRICT, KALASIN PROVINCE, TOWARDS THEIR ROLE IN CONFLICT RESOLUTION

Pipiddhanawadee Somkhane — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research article aimed: 1) to study the opinions of subdistrict heads (Kamnan) and village heads (Phu Yai Ban) in Na Khu District, Kalasin Province, regarding their roles in resolving community conflicts, and 2) to identify practical approaches for conflict resolution in the same area. The study employed a quantitative research design. Data were collected from a sample of 54 subdistrict and village heads using a questionnaire that had been validated for content validity (IOC = 0.96) and demonstrated a reliability coefficient of 0.87. The data were analyzed using descriptive statistics, including percentage, mean, and standard deviation.

The results revealed that, overall, subdistrict and village heads expressed a high level of opinion concerning their roles in conflict resolution (x̅ = 4.48, S.D. = 0.32). The aspect of conflict resolution had the highest mean score (x̅ = 4.58), followed by the general leadership role (x̅ = 4.37). These findings indicate that local leaders play a proactive role in detecting and preventing conflicts at an early stage with high effectiveness. Factors influencing performance efficiency included gender and educational level, both of which affected communication patterns and confidence in problem-solving. Guidelines for improving community conflict resolution derived from the study are summarized as follows: (1) District officers or relevant agencies should organize specialized training workshops focusing on mediation and negotiation skills. (2) Subdistrict and village heads, together with community leaders, should establish a conflict resolution committee with clear structures and operating procedures. (3) Regular public forums should be held to allow residents to express opinions and raise local concerns. (4) Subdistrict and village heads should strengthen coordination and cooperation with external organizations such as local administrative offices, police stations, and other related agencies.

GUIDELINES FOR AMENDING LAWS ON PROPER MANAGEMENT OF AIR POLLUTION PROBLEMS

Nathapat Kaenjanhom — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research aims to 1) To study concepts and theories on air pollution management. 2) To study legal measures on air pollution management in foreign countries and analyze issues that may be applied in Thai law. 3) To propose guidelines for improving Thai law to support the right to clean air and manage air pollution appropriately. This qualitative research analyzed documents from relevant Thai laws, such as the Promotion and Conservation of National Environmental Quality Act B.E. 2535 (1992), the Public Health Act B.E. 2535 (1992), the Factory Act B.E. 2535 (1992), and the Land Transport Act B.E. 2522 (1979), as well as successful laws and measures in foreign countries, including the Clean Air Act of the United States and the Clean Air Zone of the United Kingdom.

The research found that the Thai legal system lacks clarity. Solutions include the lack of a primary law-level enactment of the right to clean air, the unclear and lax authority of agencies, interagency coordination, and the absence of economic incentives. A comparison of international laws reveals that the US law (CAA) establishes air quality standards, provides effective penalties, and provides citizens with access to information and the right to sue. Meanwhile, the UK measure (CAZ) uses economic mechanisms and detection technology to control pollution sources. Based on the analysis, the researchers offer six policy recommendations: (1) enacting the right to clean air at the legislative level; (2) establishing a central agency with enforcement authority; (3) integrating relevant agencies and laws; (4) using economic measures and incentives; (5) promoting public participation; and (6) designing a draft Clean Air Act that emphasizes human rights protection, transparency, and environmental sustainability.

LEGAL MEASURES TO SUPPORT DECENTRALIZATION BUDGETING OF BASIC EDUCATION INSTITUTIONS

Sujittra Panyasawat, Pherm Luangkaew — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This research aims to (1) examine legal issues related to the decentralization of budgetary authority to educational institutions, (2) study and compare Thailand’s legal measures with those of other countries, and (3) propose legal improvements to enhance the efficiency of budgetary decentralization to educational institutions. The study employed a documentary research method, collecting data from laws, ministerial regulations, and both domestic and international research works, followed by content analysis to systematically synthesize factual information.

The results revealed that although Thailand’s decentralization of budgetary authority in basic education institutions is supported by legal frameworks such as the National Education Act B.E. 2542 (1999) and its amendments, the implementation remains highly centralized. Consequently, educational institutions lack administrative flexibility, particularly small schools without independent budgetary units, resulting in delays and inefficiency in financial management that do not align with local contexts. Thailand’s model is characterized more by “delegation” than by “full devolution”, differing from countries such as the United States, Australia, and New Zealand, which grant schools greater autonomy in managing budgets, personnel, and curricula under community-based accountability mechanisms that promote flexibility and transparency.

Although some public schools in Thailand have been granted legal entity status to enhance management efficiency, their operations remain constrained by existing legal frameworks namely, the Ministry of Education Administration Act B.E. 2546 (2003), the Teachers and Educational Personnel Act B.E. 2547 (2004), and the Government Procurement and Supplies Management Act B.E. 2560 (2017) which limit independent decision-making. The proposed improvement measures include: (1) amending fundamental education laws to authorize direct budgetary management by schools, (2) establishing “school consortia” to enable joint resource management, (3) developing personnel capacity and increasing support staff, and (4) creating a clear monitoring and evaluation system to ensure that budget decentralization is transparent, sustainable, and conducive to genuine improvements in educational quality.

GUIDELINES FOR APPLYING MEASURES TO PREVENT CRIMES AGAINST CHILDREN AND YOUTH WHO NEED CARE TO PREVENT THEM FROM COMMITTING CRIMES IN THE UNITED STATES AND TO PREVENT CRIMES COMMITTED BY THAI CHILDREN AND YOUTH

Khomsan Yaungdechkla, Pherm Luangkaew — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

This documentary research draws upon: (1) the study of the principles, concepts, and theories where related to the prevention of juvenile delinquency; (2) examination and analysis of legal measures which employed in the United States in order to prevent children and youth from engaging in delinquent behavior; and (3) proposed appropriate legal measures for preventing juvenile delinquency in Thailand. This is a documentary research study, utilizing the collection and analysis of relevant documents.

The findings demonstrate that: (1) Family failure and adverse environmental factors that significantly contribute to juvenile delinquency. When the family fails to fulfill themselves protective role, the state must intervene under the concept of Parents Patriae (the state as parent). However, the legal measures under the Child Protection Act B.E. 2546 (2003) in Thailand remains ambiguous in practice, with courts having little involvement in the protective process. Additionally, some children who have undergone rehabilitation under the Juvenile and Family Court and Juvenile and Family Case Procedure Act B.E. 2553 (2010) relapse into at-risk behavior and reoffend. (2) The United States provides concrete legal frameworks for the preventive protection of adolescents, with the court playing a vital role through mechanisms such as the "Persons in Need of Supervision" (PINS) petitions. (3) It recommended that Thailand be amend the Juvenile and Family Court and Juvenile and Family Case Procedure Act B.E. 2553 for incorporating preventive measures that empower the court to intervene and safeguard at-risk young persons before they commit unlawful conduct.

MARKETING MIX STRATEGIES INFLUENCEING PURCHASE INTENTION IN THE DIGITAL AGE

Zhe Wang, Thanakorn Sirisugandha, สุรชัย กังวล — Wed, 31 Dec 2025 00:00:00 +0700

Abstract

The rapid advancement of information and communication technology has brought about dynamic transformations in consumer behavior and the structure of business competition in significant ways. This is particularly evident in the digital era, which is characterized by intense competition and a wide variety of products and services. Marketing mix strategies thus play a strategic role in formulating approaches and directions that enhance competitive advantage while responding to consumer behavior that is continuously evolving. The purpose of this article is to examine the components of the marketing mix, purchase intention, and to analyze the marketing mix strategies that influence consumers’ purchase intentions in the digital age. Furthermore, it seeks to propose practical strategic approaches for building credibility that can be applied effectively to enhance competitiveness and ensure brand sustainability in rapidly changing markets. This article makes a significant contribution to filling the knowledge gap regarding marketing mix strategies that affect purchase intention in the digital era, particularly in the context of technological dynamics and rapidly shifting consumer behavior. The analysis highlights the crucial role of appropriately applied marketing mix strategies in strengthening competitive capacity, enhancing brand credibility, and fostering long-term relationships with consumers, thereby promoting sustainable business development in a highly competitive and complex market environment.