Rajapark Journal

Online Scam and Social Engineering Comments on YouTube: BERTopic-Based Topic Modeling

2026-02-13T09:55:59+07:00

This research aimed to analyze high-frequency keywords in YouTube user comments related to online scams and social engineering in Thailand, identify thematic clusters, and explain the structural patterns of these issues as reflected in digital discourse. Employing a data science approach with text mining techniques, the study analyzed a corpus of 6,244 comments collected from Thai-language YouTube videos published between 2020 and 2025. Data were harvested via the YouTube Data API and processed using Python. The methodology integrated the PyThaiNLP library for Thai word segmentation, the Word2Vec model for semantic enrichment, and the BERTopic framework for advanced topic modeling. The findings indicate a high prevalence of direct experience with or awareness of financial fraud, particularly unauthorized money transfers. Frequently occurring terms centered on financial loss, legal reporting, news monitoring, and negative emotional responses. Furthermore, the results suggest a strong public perception that vulnerable groups, such as older adults, are primary targets of scammers. Topic modeling categorized user comments into five distinct themes: victims’ experiences, systemic and legal criticism, news awareness, emotional engagement, and behavioral reactions toward victims. Overall, online discussions regarding fraud extend beyond mere incident reporting to encompass broader social critique and collective learning among digital audiences.

Legal Problems Regarding the Protection of Assets Seized or Restrained from a Good-Faith Purchaser in Connection with Money Laundering Offenses

2026-01-14T11:19:55+07:00

This research aims to 1) analyze legal problems related to the protection of assets seized or attached in money laundering offenses, 2) study and compare laws related to the protection of assets seized or attached in money laundering offenses in Thailand and other countries, and 3) propose amendments to laws related to the protection of assets seized or attached in money laundering offenses. This is qualitative research by collecting data from books, articles, theses, research reports, and related documents. The research found that laws related to the protection of assets seized or attached from victims suspected of money laundering offenses in Thailand are unclear in their protection of victims. Compared to foreign laws, the provisions are clearly defined, effectively protecting victims' rights against the seizure or attachment of assets related to money laundering offenses. However, the provisions of the law in Thailand do not clearly provide for the protection of victims. It is recommended that the problem be resolved by amending the Anti-Money Laundering Act B.E. 2542 (1999) to define the term “victim,” add the meaning and criteria for being a victim in the provisions, and establish a committee on asset seizure or seizure cancellation transactions to consider whether the seizure or seizure cancellation is lawful or not. Prevent bias in the investigation of such orders.

Legal Problems Regarding the Imposition of Criminal for Controlling the Occupation or Business of Foreigners that are Reserved for Thai People

2026-01-14T10:41:05+07:00

This research aims to: 1) analyze legal issues regarding criminal penalties for foreigners engaging in occupations or businesses reserved for Thai citizens; 2) compare Thai and foreign laws concerning such penalties; and 3) propose solutions to these legal issues. This qualitative study involves data collection from books, articles, theses, research reports, and related documents. The findings indicate that, compared to foreign jurisdictions, three Thai laws—the Immigration Act, B.E. 2522 (1979), the Royal Decree Prescribing Occupations and Professions Prohibited for Foreigners, B.E. 2522 (1979), and the Emergency Decree on Non-Thais' Working Management, B.E. 2560 (2017)—impose penalties that are disproportionate to the impact on Thai workers, the economy, and crime rates. Furthermore, current criminal penalties lack sufficient deterrence compared to stricter foreign regulations. Therefore, Thai law should be amended to increase fines and imprisonment for foreigners, employers, and business owners who violate the regulations. Additionally, re-entry bans should be clearly defined to prevent recidivism and protect the national economy.

Development of an Ecocultural Tourism Model along the Mekong River Basin in Chai Buri Community, Tha Uthen District, Nakhon Phanom Province

2026-01-29T10:41:41+07:00

This research aimed to: 1) examine the historical background, physical characteristics, and community way of life related to eco-cultural tourism in the Chaiyaburi Community, Tha Uthen District, Nakhon Phanom Province; 2) assess the community’s potential for developing an eco-cultural tourism model; and 3) develop an eco-cultural tourism model for the Mekong River Basin based on the Chaiyaburi way of life. This study employed a mixed-methods approach, integrating both quantitative and qualitative data. The quantitative sample comprised 400 Thai and international tourists selected via accidental sampling; data were collected through questionnaires and analyzed using descriptive statistics. Qualitative data were gathered from in-depth interviews with 15 experts and focus group discussions with 12 qualified participants, followed by content analysis. The findings revealed that: 1) the Chaiyaburi Community possesses significant historical and cultural value, featuring diverse eco-cultural attractions, heritage sites, and local wisdom; 2) SWOT analysis indicated that the community’s primary strengths lie in local participation and resident collaboration, with opportunities arising from government support. However, weaknesses included inconsistent budget allocations and limitations in specialized personnel; and 3) the developed tourism models—comprising one-day, two-day/one-night, and three-day/two-night programs—received the highest level of satisfaction (M = 4.22, SD = 0.73). These programs contribute significantly to income generation while enhancing the economic, social, and cultural resilience of the community.

The Influence of Brand Equity on Consumers’ Purchase Decision of Rice in Songkhla Province

2026-02-13T13:59:24+07:00

This study aimed to: (1) examine the rice brand equity of consumers in Songkhla Province; (2) investigate consumers’ rice purchasing decisions in Songkhla Province; and (3) examine the brand equity influencing the rice purchasing decisions of consumers in Songkhla Province. This quantitative research consisted of a sample of 500 consumers who had purchased rice in Songkhla Province, selected using the purposive sampling method. A questionnaire was used as an instrument for data collection. The statistical techniques employed for data analysis included percentage, mean, standard deviation, and multiple regression analysis. The results revealed that (1) consumers’ overall perceptions of brand equity and its dimensions were at a high level, including brand awareness, brand accessibility, perceived brand value, brand differentiation, brand relevance, and brand affinity. (2) Overall, consumers’ rice purchasing decisions in Songkhla Province were at a high level; and (3) brand equity in terms of brand differentiation and brand relevance, brand accessibility, brand affinity, and perceived brand value had a positive and statistically significant influence on rice purchasing decisions. In contrast, brand awareness did not have a statistically significant effect on rice purchasing decisions.

The Influence of Human Resource Management on the Work Performance of Personnel in Massage and Spa Businesses in the Bangkok Metropolitan Area

2026-02-10T10:46:40+07:00

This research aimed to: 1) study the levels of human resource management (HRM) and work performance efficiency among personnel in the massage and spa business in Bangkok; and 2) examine the influence of HRM on work performance efficiency. This quantitative study used a sample of 265 employees, determined using Taro Yamane’s formula and selected via simple random sampling. Data were collected using a 5-point Likert-scale questionnaire and analyzed using descriptive statistics—specifically, mean and standard deviation—and multiple regression analysis (Enter method). The findings revealed that: 1) both human resource management and work performance efficiency were at a high level, with mean scores of 3.88 and 3.99, respectively; and 2) the eight factors of HRM collectively accounted for 68.1% of the variance in work performance efficiency. Factors with statistically significant influence at the .05 level included safety and health (β = .708), organizational development (β = .691), training and development (β = .484), human resource planning (β = .441), and compensation management (β = .403).

A Model for Enhancing the Operational Effectiveness of Temples in Bangkok and Metropolitan Areas

2026-01-31T10:53:14+07:00

This research aimed to: 1) study the levels of Buddhist leadership, community participation, management innovation, and operational effectiveness of temples in the Bangkok Metropolitan Area and surrounding provinces; 2) examine the influence of Buddhist leadership, community participation, and management innovation on the operational effectiveness of these temples; and 3) develop a model for enhancing their operational effectiveness. This study employed a mixed-methods approach. The quantitative phase involved 360 temple abbots selected through multi-stage random sampling. Data were collected using a 5-point Likert scale questionnaire, which demonstrated item discrimination power ranging from .521 to .885 and reliability coefficients between .769 and .915. Data were analyzed using descriptive statistics, including mean and standard deviation, as well as structural equation modeling (SEM). The qualitative phase involved in-depth interviews with 15 experts, and the data were analyzed using content analysis. The findings indicated that: 1) Buddhist leadership, management innovation, community participation, and operational effectiveness were all at a high level, with average scores of 3.80, 3.76, 3.69, and 3.66, respectively; 2) Buddhist leadership, community participation, and management innovation significantly influenced operational effectiveness, accounting for 87% of the variance. Management Innovation had the most significant impact, with a path coefficient of .47; and 3) the LCM Model for enhancing temple performance emphasizes three key areas: abbot leadership, temple committees and communities, and modern management. This approach should be integrated with an analysis of economic, social, and technological changes.

The Role in The Supply Chain of Food and Beverage Raw Material Vendors of Muang Mai Market, Mueang District, Chiang Mai Province

2026-01-28T13:58:01+07:00

This quantitative research aims to investigate the roles and operational obstacles faced by food and beverage raw material vendors in the supply chain at Muang Mai Market, Chiang Mai Province. It further analyzes differences in these roles based on personal factors and business profiles. Data were collected through systematic sampling from 385 vendors using a questionnaire developed under the Supply Chain Management (SCM) framework and the SCOR Model. Statistical analysis included descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (One-Way ANOVA and Welch’s Test). The findings revealed that the overall level of supply chain roles among vendors was high, indicating effective management, while perceived obstacles were low. Hypothesis testing showed that supply chain roles differed significantly (p < 0.05) across two variables: educational attainment and product types. Recommendations for vendors include enhancing knowledge and skills in cost management, inventory planning, and risk management. Key strategies include improving customer responsiveness by setting clear response times, implementing safety stock plans with defined reorder points, and using simple sales and stock records. Furthermore, seeking alternative raw material sources, establishing multi-supplier networks, and optimizing delivery efficiency through fixed routing and scheduling are encouraged to enhance overall competitiveness.

The Acceptance of Technology and Online Consumer Behavior are Related to Purchasing Decisions Made Through Store Chatbots on Applications

2026-01-13T16:02:34+07:00

The objectives of this research were to examine technology acceptance factors related to consumers’ purchase decision-making through merchant chatbots on applications, and to investigate online consumer behavior factors related to purchase decision-making through merchant chatbots on applications. This study employed a quantitative research approach. The sample consisted of individuals residing or working in Bangkok who had experience purchasing products via merchant chatbots on applications. The samples were selected using purposive sampling, and the sample size was determined using W.G. Cochran's formula, resulting in a total of 400 respondents. The research instrument was a questionnaire. Data were analyzed using descriptive statistics, including percentages, means, and standard deviations, as well as inferential statistics, including one-way ANOVA and multiple linear regression. The results revealed that: (1) overall technology acceptance related to purchase decision-making through merchant chatbots on applications was at a high level. Perceived ease of use and perceived risk were significantly related to purchase decision-making through merchant chatbots on applications at the 0.05 level of statistical significance. (2) Overall, online consumer behavior related to purchase decision-making through merchant chatbots on applications was also at a high level. Online emotional factors and continuity factors were significantly related to purchase decision-making through merchant chatbots on applications at the 0.05 level of statistical significance.

Work Stress Affecting the Life Satisfaction of Accountants in Bangkok

2025-12-19T10:32:36+07:00

The purposes of this research were: (1) to study the level of work stress; (2) to study the level of life satisfaction; and (3) to study the predictive relationship between work stress and life satisfaction of accountants in Bangkok. The sample consists of 400 accountants in Bangkok. The research instrument was a questionnaire. The reliability was 0.862. The statistics used to analyze the data were percentages, means, standard deviations, T-Tests, one–way ANOVA, and multiple regression analysis. The results of the research were as follows: (1) the level of work stress of accountants in Bangkok was at a moderate level overall. (2) The level of life satisfaction of accountants in Bangkok was at a high level overall. (3) Four dimensions of Work stress, as Job description, Relationship at Work, Working Conditions, and Organization Structure and Climates, affect the life satisfaction of accountants in Bangkok. The effectiveness in predicting accounted for 19.00 percent.

Creative Leadership in Public Services of Local Administrative Organization Leaders in Nong Khae District, Saraburi Province

2025-06-15T21:28:35+07:00

This research aimed to: 1) study the creative leadership of local administrative organization leaders in Nong Khae District, Saraburi Province; 2) examine the public service delivery in the same area; and 3) analyze the relationship between creative leadership and public services. The sample consisted of 397 participants. Data were collected using a questionnaire with a reliability coefficient of 0.92 and analyzed using descriptive statistics, including means and standard deviations, as well as simple regression analysis to test hypotheses. The findings revealed that: 1) the overall level of creative leadership among local leaders was high in all aspects, with the highest-ranked dimensions being trust, followed by imagination, vision, flexibility, and problem-solving, respectively; 2) the overall level of public service delivery was also high, with the highest scores observed in infrastructure, followed by community and social order management, quality of life, and resource and cultural investment; and 3) there was a statistically significant positive relationship between creative leadership and public service delivery at the .001 level.

Motivation and Competency Affect the Performance of Local Government, Koh Samui City Municipality, Surat Thani Province

2026-01-13T15:10:20+07:00

This study aimed to examine levels of motivation, competency, and work performance efficiency, and to analyze the statistical relationships and predictive effects of motivation and competency on work performance efficiency among local government personnel. The sample consisted of 240 personnel from Koh Samui City Municipality, Surat Thani Province, with the sample size determined using Yamane’s formula (1973). A five-point Likert scale questionnaire was employed. Data were analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis. The results indicated that motivation, competency, and work performance efficiency were rated highly, with mean scores ranging from 4.00 to 4.18. However, the distribution of scores was highly concentrated at the upper level, which may reflect a potential ceiling effect associated with self-reported questionnaires. Pearson correlation analysis revealed that both motivation and competency were positively correlated with work performance efficiency at a statistically significant level. The multiple regression analysis showed that motivation and competency jointly accounted for 61% of the variance in work performance efficiency (R2 = .61, p < .001). Among the predictors, competency demonstrated the strongest statistical influence (β = .54), followed by motivation (β = .32). These findings indicate statistical associations and predictive relationships rather than direct causal effects. The results suggest that enhancing both motivation and competence may be practical strategies for improving work performance efficiency among local government personnel.

School Administrators Skills Affecting Teachers Learning Management in the Era of Artificial Intelligence a Case Study of Primary Educational Service Area Office Nakhon Phanom 1

2025-12-11T14:28:39+07:00

This research aimed to study 1) the skills of school administrators, classified by status and school size. 2) Study teachers' learning management in the age of artificial intelligence. 3) Study the relationship between school administrators' skills and the teachers' learning management in the era of artificial intelligence. In a case study, the sample comprised 260 participants, including 90 school administrators and 170 teachers. They were selected by stratified random sampling. The instruments for collecting data were a 2-aspect 5-point rating scale questionnaire on school administrators' skills, a questionnaire on teachers' learning management in the era of artificial intelligence, and a case study. The research results showed that (1) overall, the skills of school administrators were at a high level. (2) The overall teachers' learning management in the age of artificial intelligence was at a high level. Overall, the intelligence classified by school size revealed a statistically significant difference at the .05 level. (3) The skills of school administrators and the teachers’ learning management in the age of artificial intelligence revealed quite a highly significant positive correlation at the .01 level. (4) The key variables that affected teachers’ learning management in the age of artificial intelligence were critical thinking and innovation skills, digital technology skills, and interpersonal skills, which collectively predicted 41 percent.

Digital Leadership of School Administrators Affecting the Personnel Development of Mukdahan Primary Educational Service Area Office

2025-12-17T11:04:49+07:00

This research aimed to: 1) study the digital leadership of school administrators; 2) investigate personnel development in schools; 3) examine the relationship between the digital leadership of school administrators and personnel development; and 4) analyze the predictive power of digital leadership on personnel development. The sample consisted of 262 participants, including 52 school administrators and 210 teachers, selected through stratified random sampling. The research instruments included a questionnaire on digital leadership and a questionnaire on personnel development.The findings revealed that: (1) overall digital leadership was at a high level; (2) overall personnel development was also at a high level; (3) there was a moderate significant positive correlation (p < .01) between digital leadership and personnel development; and (4) the key variables affecting personnel development were Digital Learning Culture Development, Managing Change in the Digital Era, Digital Communication, and Digital Vision, which collectively predicted 53 percent of the variance.

The Administration of Four Aspects in Small-Sized Schools under the Office of Surin Primary Educational Service Area 1

2026-01-13T13:38:29+07:00

The objectives of this quantitative research were to: 1) examine the level of school administration across four key areas in small schools; 2) compare these four areas based on administrators’ personal characteristics; and 3) investigate the relationships among the four areas of school administration in small schools under the Office of Surin Primary Educational Service Area 1. The sample consisted of 108 school administrators selected through proportional stratified random sampling. The research instrument was a five-point Likert scale questionnaire covering academic, budget, personnel, and general administration. The instrument’s content validity was evaluated by five experts, yielding an Index of Item–Objective Congruence (IOC) of 0.80-1.00, with a reliability coefficient of 0.81. Data were analyzed using percentage, mean, standard deviation, One-way ANOVA, and Pearson’s product–moment correlation coefficient. The findings revealed that: 1) overall school administration was at a high level; 2) there were no significant differences in administration based on gender or position; however, significant differences were found regarding educational level and work experience at the .05 level; and 3) the four aspects of administration were highly and positively correlated at the .01 level of statistical significance.

A Study of Leadership Characteristics of Administrators in Integrated Islamic Schools in Bangkok

2026-02-20T09:38:18+07:00

This research aimed to: 1) examine the leadership characteristics of administrators in Integrated Islamic Schools in Bangkok based on the MORAL Model, and 2) analyze and confirm the factor structure of these characteristics. The sample comprised 168 teachers from eight schools, selected via purposive sampling. The research instrument was a 53-item, five-point Likert scale questionnaire, demonstrating high content validity (mean IOC = 0.94) and internal consistency (α = 0.95). Data were analyzed using descriptive statistics and Exploratory Factor Analysis (EFA). The findings revealed that: 1) overall leadership characteristics were perceived at a high level (M = 4.45, SD = 0.66). “Managing Self” yielded the highest mean (4.52), followed by “Relating with People” (4.48), “Acquiring Knowledge” (4.45), “Organizational Development” (4.43), and “Leading and Managing” (4.40). 2) EFA confirmed a five-factor structure consistent with the original MORAL Model, explaining 69.81% of the total variance. All five dimensions exhibited strong positive intercorrelations (r = 0.741–0.836), reflecting the holistic nature of leadership within urban Islamic education. These results validate the construct of the MORAL Model within an urban societal context and underscore that administrator development should prioritize self-management as a foundation for enhancing other leadership dimensions. Furthermore, these findings provide a strategic framework for the Office of the Private Education Commission (OPEC) to design specialized training curricula for administrators of Integrated Islamic Schools.

Self-Care Management Concepts for the Public

2025-11-14T09:09:22+07:00

This academic article introduces the High-Performance Health Model (HPH Model), a This academic article introduces the High-Performance Health Model (HPH Model), a management innovation synthesized through a three-step practical self-care management approach. The model integrates the Health Promotion Model (HPM), the Plan-Do-Check-Act (PDCA) cycle, and the Health-Promoting Lifestyle Profile II (HPLP II). Its primary objective is to enhance public capacity in self-management to prevent non-communicable diseases (NCDs). The core of this model lies in transforming the individual’s role from a passive recipient of health services into a proactive health manager. This transformation is achieved through three key mechanisms: cognitive-perceptual motivation, quality management cycles, and empirical assessment. The article suggests that utilizing the HPH Model as a central engine facilitates continuous learning and adaptation, ultimately enabling individuals to attain High-Performance Health (HPH) across physical, mental, and social dimensions. This model serves as a vital framework for establishing sustainable health self-reliance in the contemporary era.