Quality of Life and Law Journal

Politics and the Thai Universal Health Coverage

Chardsumon Prutipinyo — 2026-06-29

This article aims to analyze the relationship between politics and Universal Health Coverage (UHC) by examining its historical development, theoretical foundations, and institutional models at the global level. It argues that UHC should not be understood merely as a public health policy or a technical instrument of health financing, but rather as a political project intrinsically linked to the allocation of public resources, the definition of citizenship rights, and the legitimacy of the state in modern society. The article traces the development of Thailand’s health insurance system from the period prior to 2002, when access to health services was characterized by substantial inequality, to a critical turning point at which UHC was elevated to a national public policy through the “30 Baht Universal Coverage Scheme” and the enactment of the National Health Security Act of 2002.
The establishment of the National Health Security Office (NHSO) as a strategic purchaser of health services reflects an institutional design intended to balance state and bureaucratic power, while simultaneously creating space for public participation in the policy-making process. At present, UHC systems in both Thailand and the global context face shared challenges, including fiscal sustainability, demographic transitions, the rising burden of non-communicable diseases, and persistent inequalities within systems that are nominally universal.

In conclusion, the success of Thailand’s UHC system cannot be attributed solely to technical or administrative factors, but rather to the interaction of political will, academic evidence, and active civil society engagement. Nevertheless, sustaining the substantive meaning of “universality” requires robust institutional mechanisms, transparent governance, and system designs that enable political processes to promote long-term social equity without undermining citizens’ fundamental rights.

Utilizing digital and Social Media to Enhance Livestock Production Knowledge for Modern Farmers

Ratsamee Seetalavarang — 2026-06-29

This academic article examines the use of digital media and social media to enhance livestock production knowledge among modern farmers. Digital technological advancements have impacted the lifestyles and occupations of people across all sectors, including agriculture and livestock farming, a key economic sector in Thailand. Modern livestock farmers face challenges such as rising production costs, climate change, animal diseases, and rapidly changing market demands. Access to accurate, up-to-date, and practical knowledge is crucial for improving production efficiency and competitiveness. Digital media and social media play a significant role in disseminating knowledge and improving the quality of life in livestock farming from government agencies, educational institutions, experts, and farmer networks to users quickly and comprehensively. This article aims to study the role of digital media in promoting quality of life and knowledge in livestock production, and to explore strategies for using digital media and social media to enhance the knowledge and quality of life of modern farmers. The findings indicate that digital media can effectively increase learning opportunities, facilitate the exchange of experience, and improve access to information on production technology. However, limitations remain in digital skills, information reliability, and access inequality. Therefore, developing communication strategies tailored to the context of different farmer groups is essential for sustainable knowledge acceptance and utilization.

Designing a Metaphor-Oriented Holocaust Fiction Lesson in a Critical Reading Course for Thai English Majors

Pakthima Supanchaikul — 2026-06-29

Conceptual metaphors shape how people use language and make sense of human experience. Holocaust fiction, in particular, offers a metaphor-rich context for cultivating empathy and critical thinking, which are widely regarded as essential 21st-century skills for global citizenship. Drawing on a lesson originally designed for secondary-school learners, this article proposes a metaphor-oriented Holocaust-fiction lesson for a university critical reading course and situates it within a 15-week syllabus for Thai English-major undergraduates. The planned lesson includes careful text selection, trauma-sensitive scaffolding, and activities that guide students from metaphor noticing and mapping to reflective discussion and short analytical writing. To make the design usable for other practitioners, the article also explains how the lesson connects with earlier and later course units, especially work on fact versus opinion, tone and stance, and inference. Rather than reporting empirical classroom data, it offers a practitioner-researcher’s forward-looking reflection on anticipated pedagogical affordances such as increased metaphor awareness, deeper critical reading, and enhanced ethical engagement with historical atrocity, as well as likely challenges related to linguistic difficulty, historical distance, emotional sensitivity, and institutional constraints. The article concludes with suggestions for implementing and systematically investigating Holocaust-fiction-based critical reading lessons in Thai ELT higher education.

Therefore, critical reading and ethical literacy contribute to learners' social awareness, empathy, and global citizenship, which are important dimensions of social well-being and quality of life.

An Examination of Real Estate Contracts Toward the Development of Fair Contract Terms

Krisda Saengcharoensap — 2026-06-29

This research aims to examine the characteristics of unfairness found in contracts of sale and agreements to sell immovable property, including legally prescribed standard form contracts. The study conducts a comparative analysis of foreign legal frameworks' unfair contract terms to develop recommendations for enhancing consumer protection in contracts for the sale or agreement to sell immovable property, thereby ensuring greater fairness for consumers. Documentary research was employed as the primary method of data collection.

The findings indicate that unfair contractual terms in real estate transactions affecting consumers can be classified into five major categories: (1) contract terms that employ complex language that is difficult to understand; (2) ambiguous terms that allow business operators to exercise discretionary power in interpretation; (3) terms granting unilateral rights to business operators to terminate the contract and forfeit payments made by consumers; (4) terms that prospectively exempt business operators from liability; and (5) terms affecting consumers’ payment obligations in cases involving increases or decreases in the area of the immovable property.

To address these issues, the researcher proposes the establishment of clear criteria for determining which types of contractual terms may be considered detrimental to consumers. Contracts should also include provisions expressly notifying consumers of their rights. Furthermore, Thailand should consider adopting the Japanese approach to calculating damages recoverable by business operators from consumers.

The Influence of Digital Media Exposure and Digital Political Competence on the Political Participation of First-time Voters in Thailand

Sipnarong Kanchanawongpaisan — 2026-06-29

The objectives of this research were to examine the consistency of a causal model of factors influencing the political participation of first-time voters in Thailand with empirical data, to analyze the mediating effects of digital political competence and political attitudes on the relationship between digital media exposure and political participation, to test the measurement invariance of the political behavior model across multi-groups between first-time voters in Bangkok and regional areas, and to propose policy recommendations for enhancing digital citizenship and appropriate political communication mechanisms for Thai youth based on empirical evidence. A quantitative approach was employed, collecting data from 700 voters nationwide via a multi-stage, systematic sampling design. Data were analyzed using Structural Equation Modeling (SEM) and Multi-group Analysis.

The results indicated that the causal model provided an excellent fit to the empirical data (χ²/df = 1.854, GFI = 0.962, CFI = 0.985, TLI = 0.978, RMSEA = 0.042, SRMR = 0.031). Digital media exposure exerted a significant direct effect on political participation and a significant indirect effect through digital political competence and political attitudes, functioning as partial mediators. Furthermore, the measurement invariance test confirmed scalar invariance across groups, with no significant differences in causal paths between urban and regional cohorts.

These findings lead to policy recommendations emphasizing proactive digital competence development and political attitude adjustment to foster sustainable digital citizenship.

The Determination of Liability and Limitation for Competition with an Ordinary Partnership, Including the Liability of Share Transferors in a Limited Company

Priyawit Tangtrijak — 2026-06-29

This qualitative research was to study legal problems regarding general partnerships and limited companies. On the issue of liability and statute of limitations for lawsuits of partners whose business competes with the partnership. Including the liability of shareholders who have transferred their shares to another person. By comparing with the laws of England, the United States and the Federal Republic of Germany. To analyze legal principles, concepts and theories. as well as suggesting ways to improve Thai laws. By studying academic documents, laws, judgments, and related research.

The findings indicate that imposing liability on partners who engage in competing businesses for all profits, without considering other factors such as the principle of restitution or the impact on market share, is inappropriate. Additionally, a prescription period of only one year from the date of the violation may lead to unfairness if the injured party becomes aware of the wrongdoing at a later time. Furthermore, requiring transferors of shares to remain liable for unpaid share capital imposes an excessive burden, as they are no longer shareholders. In comparison with foreign laws, it is found that English law distinguishes between different types of breaches, including those involving concealment or misconduct. German law applies both the principle of commencing the prescription period from the date of the wrongful act and from the date of knowledge. Moreover, U.S. law provides that the transferee of shares is responsible for unpaid share capital, unless the transferee acts in good faith.

The study recommends that liability for competing partners should be determined based on the circumstances of the misconduct, that both the date of the wrongful act and the date of knowledge should be considered in calculating prescription periods, and that liability for unpaid share capital should be the transferee’s duty.

Assessment of Occupational Safety Law Effectiveness on Workers' Quality of Life in Small Enterprises: A Case Study of Mueang Pathum Thani District

Wasurat Bunpheng — 2026-06-29

The objectives of this research were to assess the levels of perception and actual compliance regarding the Occupational Safety, Health, and Environment Act B.E. 2554; Analyze the multidimensional influence of legal enforcement on the quality of work life; and develop a strategic framework to enhance safety standards in small enterprises. The research methodology consisted of a population comprising workers in small enterprises within Mueang Pathum Thani District. A sample of 400 participants was determined using selected via stratified random sampling. The research instrument was a questionnaire with a Cronbach’s alpha coefficient of 0.70. Data analysis included descriptive statistics, t-test, Analysis of Variance, and Multiple Regression Analysis.

The results found that while the overall level of legal perception was high (M = 4.20), actual compliance remained at a moderate-to-low level (M = 2.85). Specifically, Section 16 regarding safety training exhibited the widest compliance gap at -1.62 due to resource and cost constraints. Within the QWL dimensions, a phenomenon termed the "Kinship Paradox" was identified, where close interpersonal relationships (M = 4.35) acted as a barrier to the rigorous enforcement of safety standards due to mutual deference. Furthermore, multiple regression analysis confirmed that safety training under Section 16 ( = 0.45) and the right to report hazards under Section 21 ( = 0.32) were the most significant predictors of enhanced QWL. Notably, workers in the manufacturing sector reported the lowest scores for a safe work environment compared to other groups.

The recommendations found that the public sector should act as a facilitator by providing tax incentives and promoting a "Shared Safety Officer" model. Employers should adopt "WISE" principles for low-cost workplace enhancements. Additionally, safety culture should be integrated into existing social systems to foster sustainable "Safety Self-Efficacy" among workers.

A study on factors affecting the efficiency of parcel management in government agencies: to make the most efficient and beneficial use of resources: A case study of Regional Prosecutor’s Office 7

Suchanya Kulnaruemit — 2026-06-29

This research aimed to (1) examine the level of efficiency in materials management within the Office of the Attorney Region 7 (2) analyze the factors influencing the efficiency of materials management in the Office of the Attorney Region 7 and (3) propose guidelines for developing and enhancing materials management efficiency to ensure suitability and alignment with the organizational context of the Office of the Attorney Region 7. The sample consisted of 250 government officials and staff responsible for procurement and materials management in the Office of the Attorney Region 7. This study employed a quantitative research design. The research instrument used for data collection was a questionnaire. The statistical methods used for data analysis included frequency, percentage, mean, standard deviation, and multiple regression analysis.

The results revealed that: (1) the overall level of opinions regarding factors influencing materials management efficiency was at the highest level; (2) the overall efficiency of materials management in the Office of the Attorney Region 7 was rated at a high level; and (3) organizational structure and management, personnel knowledge and skills, and adherence to regulations and operational standards had a statistically significant effect on materials management efficiency in the Office of the Attorney Region 7 at the 0.05 level of significance.

AI Innovation in E-Commerce: Brand Awareness and Consumer Selection Behavior in Qingdao

Zhenlu Sun — 2026-06-29

This study investigates the influence of Artificial Intelligence (AI) innovations on brand awareness and selection behavior, emphasizing their role in enhancing consumer Quality of Life (QoL) within Qingdao’s e-commerce sector. Anchored in System Theory, the research examines AI-driven personalization, chatbot interaction quality, pricing transparency, and AI recommendations as determinants of digital well-being. A quantitative survey was conducted with 500 consumers, utilizing Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) to ensure rigorous validity and reliability. Structural Equation Modeling (SEM) was employed for hypothesis testing.

The findings indicate that AI personalization, chatbot quality, and pricing transparency significantly strengthen brand awareness, which mediates their impact on selection behavior. Crucially, these AI features enhance QoL by reducing cognitive load and increasing purchase confidence, facilitating a seamless, stress-free consumer experience. AI-powered recommendations directly optimize decision-making efficiency, positioning AI as a vital tool for improving digital life satisfaction. The study contributes to theory by integrating technological utility with psychological well-being.

Practical implications suggest that firms should prioritize transparency and trust-building AI features to foster sustainable consumer-brand relationships that elevate the overall quality of the consumer journey.

Enhancing Quality of Life through Sustainable Ecotourism: A Study of Destination Image Perception Among Chinese Youth in the Digital Media Era

Rongyiyi Xiao — 2026-06-29

This study aims to analyze the current state of ecotourism destination image perception, investigate the influence of cognitive factors and new media involvement, and propose a strategic framework for sustainable tourism governance. The research employed a quantitative methodology, utilizing a structured questionnaire as the primary research instrument. Data were collected from a sample of 401 Chinese youth who are primary consumers of new media and ecotourism through an online survey platform. The research instrument’s validity was verified by expert consensus (IOC), and reliability was confirmed through Cronbach’s Alpha. Statistical analysis was performed using Multiple Linear Regression and Structural Equation Modeling (SEM) to test the proposed hypotheses and model fit.

The results indicated that 1) The current state of ecotourism destination image perception was found that the facility awareness (FAC) of ecotourism destinations have a significant positive influence on the cognitive image (CI) of the tourism destination, 2) The influence of cognitive factors and new media involvement was searched that the experience quality(EQ) of ecotourism destinations has a significant positive impact on the affective image (AI) of the tourism destination and the Media Involvement (MI) in relation to ecotourism destinations, and 3) Propose a strategic framework for sustainable tourism governance was met the cognitive image (CI) of ecotourism destinations has a significant positive impact on the destination image (DI) of the tourism destination and the affective image (AI) of ecotourism destinations. The study concluded that the "Dynamic Circulation of Perception" is essential for sustainable tourism governance.

It suggests that enhancing quality of life through ecotourism requires a dual-track policy: strengthening environmental protection laws to preserve natural assets and implementing ethical digital regulations to ensure information integrity. Finally, integrating safety, the environment, and digital transparency is essential to promoting sustainable lifestyles and long-term well-being for future generations.

A Study of Technological and Artificial Intelligence Literacy Factors Affecting the Work Performance in Supply Administration to Promote Organizational Development Toward Becoming a Modern Agency among Officers of the Naval Supply Department

Weerachat Phomchaluay — 2026-06-29

This research aimed to study the level of technological literacy and artificial intelligence literacy among civil servants of the Royal Thai Navy Logistics Department, study the level of operational efficiency in logistics management, and analyze the influence of technological literacy and artificial intelligence literacy on operational efficiency in logistics management to support the development of the organization towards becoming a modern agency. The sample consisted of 400 civil servants in the Royal Thai Navy Logistics Department, Royal Thai Navy, obtained through simple random sampling. The research instrument was a questionnaire. The statistical methods used for data analysis were descriptive statistics and multiple regression analysis.

The research found that technological literacy and artificial intelligence literacy can significantly explain 56.60% of the variance in logistics management performance. This reflects that developing technological and artificial intelligence literacy among personnel is a crucial factor in enhancing logistics management efficiency and a key mechanism for driving government security organizations to adapt and respond effectively to technological changes in the digital age. Furthermore, it fosters public trust and social well-being, which are crucial foundations for improving the quality of life in the digital age.

The research findings suggest the need to establish ethical standards and guidelines for the use of technology and AI. Policies and manuals should be developed to ensure the correct, transparent, and ethical use of technology and artificial intelligence, fostering a shared understanding among personnel at all levels and preventing misuse that could harm the organization.

Streamer Characteristics and Platform Interaction on Purchase Intention in Live E-Commerce: The Mediating Role of Trust

Luyao Ouyang — 2026-06-29

This study examines how streamer characteristics and platform interaction features influence consumer purchase intention, focusing on their broader implications for consumer quality of life (QoL) and digital satisfaction. Drawing on the Stimulus–Organism–Response (S-O-R) framework and Trust Theory, the research explores how the live-streaming environment serves as a socio-technical stimulus that shapes the consumer’s internal state. Data were collected from 486 users with experience using platforms such as Douyin, Taobao Live, and Kuaishou. Structural Equation Modeling (SEM) was employed to validate the hypothesized relationships.

The results demonstrate that streamer professionalism, trustworthiness, and interactivity, alongside platform-level factors, such as real-time interactivity, community atmosphere, and interface usability, significantly and positively affect purchase intention. Notably, consumer trust serves as a vital mediator, accounting for approximately 40%–43% of the total effect. From a QoL perspective, these findings suggest that high-quality live-streaming interactions mitigate perceived risk and uncertainty, providing consumers with emotional support and a sense of belonging to a community. By integrating streamer-level and platform-level factors into a unified framework, this study provides a more comprehensive understanding of consumer behavior in live-streaming commerce.

Recommendation: This study contributes to understanding how digital commerce can be optimized not only for transactional success but also to enhance users' psychological
well-being and social connectivity in the digital age.

Market Orientation and Leadership Orientation as Drivers of Business Model Innovation and Corporate Performance: Evidence from Chinese SMEs

Heng Li — 2026-06-29

This study was investigated the relationships among market orientation (MO), leadership orientation (LO), business model innovation (BMI), and corporate performance (CP) in small and medium-sized enterprises (SMEs) in China’s manufacturing and service sectors. The target population consists of small and medium-sized enterprises (SMEs) in mainland China. As well as the sampling frame is constructed using multiple sources, minimum usable sample of 300 SMEs in quantitative approach which strand as a large sample survey analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). And with conduct approximately 20–25 interviewees in qualitative approach which strand as interview method and explanatory focus. Drawing on the Resource-Based View and Dynamic Capabilities Theory, the research proposes BMI as a key mediating mechanism through which strategic orientations influence firm performance, while LO is examined as a moderating factor. Data were collected from senior managers of Chinese SMEs and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).

The results indicated that MO and LO positively influence BMI, which in turn significantly enhances corporate performance. BMI partially mediates the effects of MO and LO on CP, and LO strengthens the relationship between MO and BMI.

These findings contribute to the literature on strategic orientation and business model innovation and provide practical guidance for SME managers seeking sustainable performance in turbulent environments.

The Impact of Visual Marketing in Online Outfit Short Videos on Consumers’ Purchase Intention

Yang Meiqin — 2026-06-29

This study pursues four objectives: 1) to identify the key visual marketing elements present in online outfit short videos; 2) to examine whether these visual elements directly influence consumers’ purchase intention; 3) to investigate whether flow experience and sense of presence mediate the relationship between visual marketing elements and purchase intention; and 4) to provide strategic guidance for clothing brands seeking to optimize their short-video marketing practices. Grounded in the Stimulus–Organism–Response (S-O-R) model, the research examines five critical visual stimuli: color matching, clothing style presentation, background consistency, model expressiveness, and video editing effects. It investigates their impact on purchase intention through the mediating roles of flow experience and sense of presence, two psychological constructs deeply linked to life satisfaction and digital engagement. A quantitative approach was employed, collecting 441 valid samples, which were analyzed using SPSS 26.0 and AMOS 24.0.

The results indicate that: 1) all five visual elements significantly enhance purchase intention; 2) high-quality visual marketing positively fosters both flow experience and a sense of presence; and 3) flow and presence act as partial mediators in the relationship between visual stimuli and behavioral response. From a quality-of-life (QoL) perspective, the findings suggest that aesthetically pleasing and immersive video content provides consumers with “micro-moments” of joy and cognitive absorption, reducing daily stress and enhancing the overall quality of the digital consumer journey.

This research extends the theoretical boundaries of visual marketing and provides strategic guidance for brands seeking to foster meaningful, high-quality connections with their audience.

A Study on the Evaluation of College Students' SPOC Learning Engagement Based on Structural Equation Modeling : Taking the Course "Marketing" as an Example

Linfei Song — 2026-06-29

The objectives of this study were: 1) to study the characteristics and elements of student learning engagement patterns under the blended learning model based on the SPOC digital platform; 2) to construct an evaluation model suitable for SPOC learning engagement; and 3) to evaluate the effectiveness of the SPOC learning engagement evaluation model in assisting the achievement of teaching effects. The study population consisted of 209,000 undergraduate students majoring in marketing nationwide. To ensure accuracy, the estimated percentage in the population was magnified by 10%, and a stratified sampling method was used to select 1,080 students as the sample group for the scale. To ensure the scale's effectiveness, five interviewees were selected as interview experts, required to be engaged in university education and teaching management, and to have at least 10 years of teaching experience in business administration-related majors, including teaching research and teaching reform.

Data analysis indicates that the SPOC learning engagement SEM evaluation model comprises four dimensions and 15 elements: behavioral, interactive, emotional, and cognitive engagement. By intervening in the teaching process, the model effectively supports the achievement of teaching objectives.

It is recommended that future research extend the application of this evaluation model to other course types and educational levels, and that instructors use its behavioral, interactive, emotional, and cognitive engagement dimensions as actionable indicators for early intervention in blended SPOC teaching.

The Moderating Role of Perceived Equity in the Commercialization Process of Micro-Series Content: A Study on Perceived Value and Payment Intention Based on Structural Equation Modeling

Jiangjiang Dong — 2026-06-29

This study investigates user payment willingness in micro-series commercialization, examining how perceived value and perceived fairness influence payment behavior. Through literature review and theoretical analysis, this study employed a stratified quota sampling method, data were collected 420 valid questionnaires with sample spanned multiple provincial-level administrative regions across China. A structural equation model has been developed with perceived value as the independent variable, payment willingness as the dependent variable, and perceived fairness as the moderating variable, followed by empirical testing.

The findings demonstrate that perceived value significantly positively affects payment willingness, with perceived fairness serving as a key moderating factor in their relationship. It is a symbol of quality of life as a role of perceived equity in the commercialization of business.

The research highlights the pivotal role of fairness perception in digital content monetization, providing both theoretical foundations and practical guidance for platforms to optimize pricing strategies and enhance user trust.

Based Learning Instructional Design Using Interactive Presentation Technology in a Cross-Cultural Management Course at a Private University

Liangtiantian Wang — 2026-06-29

A quasi-experimental framework structured the investigation, drawing on data from 184 international BBA students allocated to experimental and control cohorts. Instruction in the experimental cohort embedded Mentimeter-facilitated PBL sequences designed to elicit iterative peer input and collective hypothesis testing. In contrast, the comparison cohort proceeded through lecture-centered sessions that prioritized instructor exposition. Intercultural competence was quantified through matched pre- and post-intervention assessments, while engagement was indexed via participation analytics and standardized survey measures. Instructional effects were modeled using independent-samples t-tests, ANCOVA, and multivariate regression procedures calibrated to partial out baseline differences.

Students exposed to the technology-mediated PBL environment registered higher terminal achievement and denser engagement profiles than their lecture-taught counterparts. When initial ability was statistically controlled, participation frequency retained substantial explanatory power, functioning as a robust predictor of subsequent learning performance. Embedding interactive response systems within a sequenced PBL structure appears to redistribute classroom agency, intensify observable engagement, and translate that engagement into measurable intercultural gains. The analysis extends the empirical basis for scalable, technology-augmented pedagogical design in business education.

The Influence of Safety Risk Perception on Chinese Consumers’ Purchase Intention of New Energy Vehicle: The Moderating Role of Brand Trust

Mochuan Liao — 2026-06-29

This study aims to examine how safety risk perception influences Chinese consumers’ purchase intention toward New Energy Vehicles (NEVs), and to verify whether brand trust moderates this relationship, drawing on Risk Perception Theory, Trust Theory, and the Theory of Planned Behavior. The population comprised Chinese consumers aged 18–55 in first- and second-tier cities, using purposive sampling, a structured questionnaire employing 7-point Likert scales adapted from established measures. Data were analyzed using SPSS 26.0 and AMOS 24.0 through descriptive statistics, reliability and validity testing (Cronbach’s alpha, CFA), correlation analysis, hierarchical regression analysis, and structural equation modeling (SEM) to test the hypothesized moderation effects.

A quantitative survey was conducted among consumers in first- and second-tier Chinese cities, with data analyzed using rigorous reliability and validity testing, correlation analysis, and Moderation Analysis. The results reveal three major findings: (1) all four dimensions of safety risk perception physical, functional, financial, and psychological significantly and negatively influence purchase intention, with physical safety risk having the most profound impact; (2) brand trust significantly moderates this relationship, acting as a psychological buffer that alleviates the negative impact of perceived risks on purchase intention; and (3) demographic analysis indicates that older consumers perceive higher safety risks, whereas younger generations display greater trust and adaptability.

This study enriches risk perception theory within the NEV context and provides strategic implications for enterprises to enhance consumer confidence and support the sustainable development of the NEV market.