Rajapark Journal

Adjusting the Educational Management Approach to Keep Up with Changes in Higher Education Institutions

Whachareeporn Phuangphet — 2025-03-01

This article presents the concept and theory of organizational management in higher education institutions, adjusting the educational management approach to keep up with the changes that cause rapid changes in organizational management concepts and theories, systems theory, information technology, and higher education institution management. The study results found that organizational management in higher education institutions by accessing innovation and digital technology has many management principles from old theorists to strategies of academics and new-age administrators. Many principles from the past can still be used effectively in the present day. Some organizations create their own unique management principles, while many organizations may combine various beneficial principles to use together. No matter which principle, it depends on the organization to choose the management principle appropriate for its size and characteristics to make the organization successful. Organizational management in higher education institutions should be an open system because it requires input factors from the environment and changes them into output factors to the environment. Skills in using information technology as a tool for seeking, applying knowledge correctly, and creating maximum benefit. Able to integrate existing knowledge creatively to develop various innovations. Information technology is also a part of today's people's daily lives. In addition, focusing on practical learning management, goal setting, aiming for excellence, supervision, monitoring, welfare, personnel development, reinforcement, improvement, review, and continuous development to develop the highest quality work performed.

Publishing Business Management in The Digital Age

Chenchira Chuchaimongkhon — 2025-03-01

The academic article presented concepts and theories of publishing business management in the digital era, which faces challenges from technological changes and consumer behavior. The study covered definitions, trends, management concepts and theories, and publishing business management processes. The findings revealed that while digital technology plays a crucial role, print media remains essential in education, entertainment, and news consumption. The Deming Cycle (PDCA) application can be used for quality control and content development, particularly in magazine and newspaper production processes that require continuous planning, production, monitoring, and improvement. The LEAN concept helps reduce waste in production processes, such as organizing editorial department systems, reducing redundant proofreading steps, and improving file storage systems. Six Sigma is suitable for controlling print quality and reducing errors using statistical principles for systematic quality analysis and improvement, such as print quality inspection, color control, and reducing printing errors. The publishing business management process must cover strategic planning, content production, design, printing, distribution, and evaluation. It requires integration between traditional print and digital media, along with the application of technology and modern management concepts, to maintain competitiveness in a rapidly changing market.

Shopping Center Management Concepts for Customer Attractiveness

Thananarin Thongboondamrong — 2025-03-01

The academic article aimed at a concept for managing shopping centers that focuses on creating engaging experiences that meet customer needs, emphasizing improvements in convenience, comfort, diversity, entertainment, mall essence, and luxury. The study's findings reveal that modern space design, a pleasant atmosphere, cleanliness, easy accessibility, diverse activities, and technology to enhance service efficiency increase customer satisfaction and encourage repeat visits.

Adaptive and Development Strategies in the Electric Motor Manufacturing Industry

Thirasak Pruksanan — 2025-03-01

This study examines the current situation, analyzes factors affecting Thailand's electric motor manufacturing industry operations, and proposes appropriate adaptation and development strategies for industry operators. The study employs key analytical tools, including environmental scanning of general social and operational environments, Porter's Five Forces Model for competitive analysis, Function Analysis, and Value Chain Analysis for internal environment assessment. The findings reveal that the industry faces significant challenges from various factors, both external, such as the Russia-Ukraine war's impact on energy and raw material costs and global economic slowdown and internal factors, including the minimum wage increase to 400 baht per day and intense regional competition, particularly from China. The analysis leads to key strategic recommendations: technology and innovation development, especially implementing AI, IoT, and Robotics to enhance production efficiency; modernizing production processes; workforce skill development; market expansion and business partnership building; financial risk management; and adaptation to new standards and regulations. This study directly benefits Thai electric motor industry operators in strategic planning to maintain competitiveness, government agencies in industrial policy formulation, and educational institutions in developing curricula and research that meet industry needs, ultimately contributing to the sustainable development of Thailand's electric motor manufacturing industry.

School Administration Towards Becoming an Innovative School

Kitisuk Pongsura — 2025-03-01

This academic article proposes the management of educational institutions towards becoming innovative schools. Current educational management focuses on coordinating and managing internally and externally to create an effective learning environment. Administrators, teachers, and staff must work together to achieve quality educational goals. However, developing schools into "innovative schools" is essential in an era where technology and society are rapidly changing. This involves applying new ideas, technologies, and effective management methods in teaching and administration. The transition to innovative schools requires curriculum improvements that link to the skills necessary for the 21st century, the use of digital technology in learning, building community partnerships, and promoting the development of essential skills for students, such as analytical thinking and problem-solving. Creating a learning culture that supports creativity will enable schools to prepare students for the future effectively. The processes involved in managing educational institutions to transform into innovative schools include key principles of management: 1) creating a vision and commitment to sustainable development; 2) applying digital technology in the teaching process; 3) developing teachers and staff for lifelong learning; 4) fostering a culture of learning that emphasizes creativity and problem-solving; and 5) community involvement and linking with various sectors. Effective management of educational institutions will enable schools to become innovative and capable of producing students with knowledge, skills, and desirable characteristics ready to face various challenges in a rapidly changing world.

“TEM-NACC” An Excellent Management Model of The National Anti-Corruption Commission of Thailand

Jeerabhan Chanwichian — 2025-03-01

This research aims to find the excellence management model of the National. Anti-Corruption Commission of Thailand, namely the “TEM-NACC” model and research objectives, follow (1) studying the 11 components of the Excellence Management Model (EM Model), including leading leadership, personnel focus, strategic planning, stakeholder management, process management, performance & results, knowledge management, resource management, participation and social responsibility, excellent-based management, and good governance management; (2) understanding the relationship between the 11 components of the EM model; and (3) defining the TEM-NACC model at the end of the result. The research was designed with a mixed method: qualitative research with 18 experts in-depth interviews, including NACC executives, academics, and management excellence experts from purposive sampling methods, and quantitative research with 257 Likert 5-level rating scale questionnaires and 820 respondents with purposive sampling selection of 53.78% of informants of NACC agencies, 37.93% NACC-related agency service recipients, 5.61% officeholders who have been complained to by the NACC, and 2.68% NACC executives. The study used high-level CFA-SEM and content analysis to summarize the research results. The result found that, first, the empirical data and qualitative analysis confirmed the relationship of 11 components of the EM model, and all components present a high significant level, followed by stakeholder management, good governance management, leading and leadership, strategic planning, performance and results, process management, knowledge management, social participation and responsibility, resource management, personnel focus, and excellence-based management. Second, the CFA results confirmed an empirical normal distribution of the 11 components. Lastly, the researcher created a multidimensional structural model from the above empirical data and results and developed the TEM-NACC model, which is new knowledge present in this article.

The Impact of Leadership and Student Focus on Teaching Quality Management in Private Higher Education Institutions in Guangxi, China

Liang Xiaolong — 2025-03-01

This study examines the relationship between leadership, student focus, and teaching quality management in private higher education institutions in Guangxi, China. Using quantitative methods, data was collected from 400 participants across 11 institutions through standardized questionnaires measuring leadership practices, student-centered approaches, and teaching quality indicators. Multiple regression analysis revealed significant positive effects of both leadership (β = 0.199, p < 0.001) and student focus (β = 0.269, p < 0.001) on teaching quality management, with student focus demonstrating a stronger impact. Results indicate that effective leadership and student-centered approaches are crucial for enhancing educational quality. The study recommends implementing comprehensive leadership development programs, establishing systematic student feedback mechanisms, fostering a continuous improvement culture, and allocating resources strategically. These findings provide valuable insights for educational administrators and policymakers in improving teaching quality in private higher education institutions.

Impacts of Work Connectivity During Non-Office Hours on Employee’s Attitudes and Behaviors: A Comparative Case between General Staffs and Executives in Educational Institutions in Shandong Province, China

Chen Xiangzhi — 2025-03-01

This study investigates the impact of work connectivity during non-office hours on the attitudes and behaviors of general staff and executives in educational institutions in Shandong Province, China. Utilizing the Conservation of Resources (COR) theory and the Job Demand-Resource (JD-R) model, the research assesses the influence of digital work connectivity on various outcomes such as role overload, quality of work life, employee engagement, and counterproductive work behavior. A survey was conducted, and data from 626 valid questionnaires were analyzed using SPSS and AMOS software. The results indicated that work connectivity during non-office hours positively influences role overload and counterproductive work behavior, while it negatively affects the quality of work life and employee engagement for both general staff and executives. However, the impact was more pronounced in general staff. The study also found that information technology and high identity awareness had different impacts on work connectivity during non-office hours for the two groups. The research concludes that while work connectivity is inevitable, its management is crucial to mitigate its negative effects on employees. The study provides insights for policymakers and managers to better understand and manage the implications of work connectivity outside regular working hours.

The Influence of Service Quality, Perceived Value, Satisfaction, and Trust towards Loyalty in Universities

Li Changwen — 2025-03-01

This article investigated the influence of service quality, perceived value, satisfaction, and trust towards loyalty in universities. Adopting a quantitative research methodology, the study surveyed 850 university students, yielding 708 valid responses. The analysis was conducted using SPSS 26.0 and Structural Equation Modeling (SEM) to rigorously test the hypotheses on service quality, perceived value, student satisfaction, trust, and their collective impact on loyalty. The findings revealed that while service quality did not directly affect satisfaction, perceived value significantly influences both satisfaction and confidence, which augments loyalty. This study contributed to the literature by highlighting the mediating role of perceived value in the service quality-loyalty nexus and the importance of trust in fostering long-term relationships between students and universities. The research outcomes offered strategic recommendations for higher education institutions to enhance student loyalty. It suggests that universities should improve service quality and perceived value to bolster student satisfaction and trust. Additionally, the study underscored the importance of leveraging technology to enhance educational services and engagement, fostering a culture that values student feedback, and building strong alum networks to sustain loyalty post-graduation. These insights provide actionable guidance for university administrators to craft strategies that can enhance student loyalty and ensure their institutions' long-term success in the competitive landscape of higher education.

The Impact of Internationalization Strategies on International Students’ Satisfaction and Career Paths: An Empirical Study of Provincial Public Universities in Shandong, China

Wang Xiaolin — 2025-03-01

This study examines the impact of provincial public universities' internationalization strategies on international students' satisfaction and career paths, with a focus on mediating effects of student engagement, equity, and well-being. Through a survey of international students from five leading universities in Shandong Province, China, this study applies structural equation modeling to verify the hypotheses. The findings revealed that the internationalization strategy significantly influences students' engagement (coefficient = 0.612), equity (coefficient = 0.686), and well-being (coefficient = 0.714). Student engagement demonstrated crucial mediating effects, accounting for 15.707% of the total effect on satisfaction, while equity and well-being contributed 23.308% and 22.056% respectively. The results confirmed that the internationalization strategy of higher education institutions (HEIs) positively influences international students' overall experience and development. The implications suggest that HEIs should enhance their internationalization strategies by focusing on resource integration, career guidance services, and creating an inclusive campus environment to improve both the educational experience and career development of international students.

Factors Affecting Chinese Tourists Choosing Thailand as the Destination in the Post-COVID-19 Pandemic

Haiying Fu — 2025-03-01

This research aimed to study how social media, perceived value, and costs shape Chinese tourists' travel behaviors and destination choices, especially in the post-COVID-19 context. The sample consisted of 490 Chinese independent tourists with prior travel experience in Thailand. They were selected by a stratified sampling approach focusing on seven major regions in China, to gather diverse insights. The instrument for collecting data was Sojump (The questionnaire tool). Analysis of data by reliability and validity analysis confirmatory factor analysis, and structural equation modeling. The research results were found as follows: social media significantly influences tourists' perceptions and choices, with platforms like WeChat, Weibo, and Douyin (China TikTok) playing a central role. 2) The perceived value and costs were found to be crucial determinants in shaping travel decisions. 3) The study identified subjective norms, cultural familiarity, and value for money as influential factors in attracting Chinese tourists to Thailand.

Marketing Communication Strategies to Promote Tourism in the Talay Noi community Phatthalung Province

Maythika Puangsang — 2025-03-01

This research article aims to (1) explore and propose marketing communication strategies to promote community-based tourism in Thale Noi, Phatthalung Province, and (2) present marketing communication activities that support tourism in the area: this qualitative research employed in-depth interviews, focus group discussions, and field observations. A total of 25 participants were selected based on predefined criteria, and the data were analyzed using content analysis. The findings indicate that an integrated marketing communication strategy comprising tourism event media, online media, print media, interpersonal communication, multimedia, and collaborative marketing with other organizations is effective. Among these, event-based marketing, online media, and collaborative campaigns with both public and private sectors were particularly effective in raising awareness, fostering engagement, and enhancing the community's image. These strategies contribute to community development by encouraging local participation and attracting new tourist segments to Thale Noi. However, the community faces marketing challenges, including limited promotional resources, lack of support from mainstream media, and difficulty in reaching target tourists. To ensure sustainable tourism development, digital marketing and social media should be leveraged with proactive public relations, cross-sector collaboration, and the creation of high-quality, engaging, and easily accessible content. These efforts will enhance destination visibility and promote tourism campaigns and activities effectively.

The Development Efficiency to Promote Tourism in Luk Har Floating Market Communities, Damnoen Saduak District, Ratchaburi Province

Mutchima Udomsilp — 2025-03-01

The purpose of this research is 1) to study the context of community tourism in the Luk Har floating market and 2) to examine the needs of tourists regarding service providers in the Luk Har floating market communities. and 3) To develop personnel to promote tourism in the Luk Har floating market communities. This research is a mixed-method study, with the sample divided into three groups: 1) First, Individuals involved in tourism, totaling 15 people, were selected using non-probability sampling techniques through purposive sampling. Data collection was done through interviews, and content analysis was performed. 2) Second, 400 tourists were selected through non-specific random sampling. Data was collected using questionnaires and analyzed using statistics, including percentages, means, and standard deviation analysis. 3) Third, Operators, community leaders, and residents, totaling 30 people, with data analyzed using Paired Samples T-Test statistics and descriptive statistics. The research findings indicate that: 1) The context of community tourism in the Luk Har floating market communities currently reflects a riverside community lifestyle with trading occupations. The tourism community is strong, with everyone participating in managing tourism and demonstrating a desire to enhance their tourism and service capabilities to create competitive advantages. Tourists’ needs regarding service providers in the Luk Har floating market communities are related to service, personality, knowledge, and skills, all of which receive a high average rating. Training to develop personnel to promote tourism in the Luk Har floating market communities focuses on service, personality, knowledge, and skills. The results of the comparison of the trainees' knowledge levels before and after the training revealed a statistically significant difference at the .05 level.

Exploratory Factor Analysis of the City’s Potential for Success in Organizing an International Halal Exhibition: A Case Study of Songkhla Province

Satayu Romyen — 2025-03-01

This research aimed to 1) study the potential of cities for success in organizing international halal exhibitions and 2) study the components of the survey of the potential of cities for success in organizing international halal exhibitions. This research was the mixed-method research, consisting of qualitative research through in-depth interviews with 17 experts and quantitative research through questionnaires from Thai Muslim participants who had experience in participating in halal trade fairs in Songkhla Province at least 2 times, using the Cochran sample calculation formula, totaling 400 people, using convenience sampling. The tools used were interview forms and questionnaires. The researcher analyzed basic data using descriptive statistics and analyzed the components of variables through exploratory factor analysis. The research results found that from studying the potential of cities and analyzing the components of the survey of city potential, six components could be analyzed, consisting of readiness of the venue for organizing halal exhibitions, readiness of agencies supporting the organization of the event, city image and prominence, personnel supporting the organization of the event, readiness of transportation and communication systems, and readiness of facilities for organizing the event, which could explain the success of organizing international halal exhibitions by 54.523 percent.

Causal Factors of Service Quality Affecting Perceived Value and Decision-Making of Mu Te Lu Tourism Travelers in Nong Khai, Bueng Kan, and Udon Thani Provinces

Sasiprapa Promthong — 2025-03-01

The purposes of this research are to 1) study the components of service quality in Mu Te Lu temples that influence tourists’ value perception and their decision to travel to pay respects to sacred beings and 2) develop a causal factor model of service quality that impacts the value perception and decision-making of Mu Te Lu tourists in the provinces of Nong Khai, Bueng Kan, and Udon Thani. This quantitative research uses convenience sampling to collect data from 400 tourists visiting Mu Te Lu attractions in Nong Khai, Bueng Kan, and Udon Thani provinces. The research instrument used was a questionnaire analyzed using frequency, percentage, mean, and standard deviation. Data analysis was conducted using Structural Equation Modeling (SEM). The research findings revealed that the service quality dimensions of Mu Te Lu temples consist of five dimensions: reliability, assurance, tangibles, empathy, and responsiveness. These dimensions, directly and indirectly, affect value perception and the decision to travel to Mu Te Lu destinations with statistical significance at the 0.01 and 0.001 levels. The results of this study are beneficial both academically and practically, providing jobs and livelihoods to the surrounding community and society. Additionally, these research findings can be used as a benevolent policy to invite Mu Te Lu tourists and other individuals to visit temples while incorporating Dhamma teachings, which will promote sustainable tourism and distribute income to local communities.

The Guidelines for Development of the Safety Measures Enforcement Under the Thai Criminal Code

Kanjana Sukhaboon — 2025-03-01

This research aims to study and analyze the problems in enforcing safety measures and to obtain guidelines for developing safety measures under the Thai Criminal Code. The study uses mixed method research, which consists of qualitative research using document research methods and in-depth interviews with 30 people, and quantitative research using questionnaires with 402 people. Content analysis was used for qualitative data, and descriptive statistics for quantitative data were used. The results of the study were used to determine guidelines for developing the safety measures in 28 items that had a mean of 4.34 standard deviation of 0.48, with most respondents agreeing at the highest level in terms of government policy ( = 4.49, S.D. = 0.52), followed by knowledge and personnel's understanding of the justice process ( = 4.30, S.D. = 0.60), legal aspect ( = 4.27, S.D. = 0.59), and organizational aspect (agency) ( = 4.27, S.D. = 0.73), respectively. These results are used to set guidelines for developing the enforcement of safety methods: 1) Laws should be amended to be consistent with the current social conditions, specifying the offense bases to cover offenses under other laws and specifying the roles and powers of investigators, which will seriously support the “principle of state criminal prosecution.” 2) State policies, including the enforcement of safety measures, tracking of individuals, criminal data, promotion of enforcement, budgets, cooperation between agencies, technology, and control in hospitals, and 3) Knowledge and understanding of personnel in the justice process. It should promote and create knowledge for personnel in the justice process at all levels. 4) Organizations should have a central agency to coordinate cooperation between related agencies, with the Department of Probation as the principal agency to enforce safety measures.

Factors Influencing the Decision to Vote for Chief Executive of the Pathum Thani Provincial Administrative Organization: A Case Study the Election on September 22, 2024

Bunchira Phuchanajita — 2025-03-01

This research aimed to 1) study demographic data that influenced the decision to vote for Chief Executive of Pathum Thani Provincial Administrative Organization, 2) study factors that influenced the decision to vote for Chief Executive of Pathum Thani Provincial Administrative Organization, 3) compare factors that influenced the decision to vote for Chief Executive of Pathum Thani Provincial Administrative Organization This research was quantitative research. The sample group was 400 eligible voters in Pathum Thani Province. The formula for calculating the sample size was Taro Yamane using an error level of 0.05. The research instrument was a questionnaire. The statistics used were percentage, mean, and standard deviation. The hypothesis was tested using the One-way ANOVA method. The research results found that 1) In terms of personal data, most were women aged 31-40, with primary education and an income not exceeding 20,000 baht. 2) The factors that influenced the decision to vote were mainly in 3 areas: Candidate qualifications, people valued the honesty of the candidates; Political party leader qualifications, people wanted a responsible political party leader; and Political party qualifications, people wanted a political party that had been elected before. The comparison results found differences in gender, age, education, and average monthly income. There was no statistically significant effect on the decision to vote (Sig. > 0.05). The difference in occupation significantly impacts the decision to vote in terms of the qualifications of the political party (Sig. < 0.05).

A Model for Enhancing the Efficiency of Elderly care Businesses Sustainably in Bangkok

Jinjutha Srihera — 2025-03-01

The objectives of this research are as follows: 1) To study the levels of variables, including entrepreneurial leadership, company policies, human resources, business management innovation, and enhancing the efficiency of elderly care businesses sustainably in Bangkok. 2) To examine the influence of entrepreneurial leadership, company policies, human resources, and business management innovation on enhancing the efficiency of elderly care businesses sustainably in Bangkok. 3) To develop a model for enhancing the efficiency of elderly care businesses sustainably in Bangkok. This research used a mixed methods approach: 1) quantitative research, with a sample of 340 people. Data collection was conducted using questionnaires, and data analysis was conducted using structural equation modeling. 2) qualitative research using in-depth interviews. The target group consisted of 20 individuals, including elderly care business owners and elderly care business experts in Bangkok. The research results revealed that: 1) The variables related to business management innovation, entrepreneurial leadership, human resources, and the sustainable enhancement of efficiency in elderly care businesses in Bangkok were at the highest level, while company policies were at a high level. 2) Entrepreneurial leadership, company policies, human resources, and business management innovation have a statistically significant impact on enhancing the efficiency of elderly care businesses sustainably in Bangkok at the .001 and .05 significance levels. 3) A Model for enhancing the efficiency of elderly care businesses sustainably called the LIPR Model (L = Entrepreneurial Leadership, I = Business Management Innovation, P = Company Policy, R = Human Resources). These findings can be applied as guidelines for policy formulation to improve the efficiency of the elderly care business for sustainable growth.

Financial Innovation Acceptance of the Population of Baby Boomer Generation, Mueang District, Sisaket Province

Drinthip Makka — 2025-03-01

This quantitative research aimed to 1) study the financial technology factors related to financial transactions, 2) study the acceptance of financial innovations in financial transactions, and 3) study the financial technology factors and the acceptance of financial innovations in financial transactions among the baby boomer generation in Mueang District, Sisaket Province. The sample group was Bangkok Bank Public Company Limited, the baby boomer generation in Mueang District, Sisaket Province. The sampling method was purposive sampling. The data collection tool was a questionnaire. Data analysis was performed using percentages, means, standard deviations, t-tests, One-way ANOVA, and multiple regression. The research results found that 1) The financial technology factors related to financial transactions among the baby boomer generation in Mueang District, Sisaket Province, were the most regarding increased benefits, followed by compatibility. 2) The acceptance of financial innovations in financial transactions, the convenience aspect, had the highest average value, followed by perceived ease of use. 3) Financial technology factors, observability, compatibility, increased benefits, and trialability. There is a statistically significant acceptance level of financial innovation in financial transactions among the baby boomer generation in Mueang District, Sisaket Province, at 0.05.

Adaptation for Modern Service Businesses in Thailand's Special Economic Zones

Tanachat Pratoomsaawat — 2025-03-01

This research aims to study 1) the environment and factors influencing the success of modern service businesses in special economic zones. 2) to explore adaptation strategies for modern service businesses in Thailand's special economic zones. The sample group for this research consists of 480 service business entrepreneurs and supervisors. The research tools used include a questionnaire with an overall reliability of 0.96. The statistical methods employed for data analysis are mean, standard deviation, Stepwise Multiple Regression Analysis, Canonical Correlation Analysis, and an examination of the relationship between environmental factors and those influencing the success of service businesses in special economic zones and adaptation strategies for modern service businesses in Thailand's special economic zones. The research findings revealed that; 1) The environment and factors influencing the success of modern service businesses in special economic zones, which enhance Thailand's economic competitiveness, consist of five areas (1) Management processes, (2) Human resources, (3) Technology, (4) Marketing, and (5) Location. 2) The adaptation strategies for modern service businesses in Thailand's special economic zones include six key aspects 1) Embracing globalization, 2) Managing workforce diversity, 3) Strong entrepreneurship, 4) Quality management, 5) Innovation and flexibility, and 6) Establishing electronic business models.

Factors Affecting the Consumer Price Index in Thailand

Sirinapa Chuaytruektrong — 2025-03-01

This paper aims to study the economic factors affecting Thailand's Consumer Price Index (CPI). It examines the relationship between the consumer price index and economic variables, including both demand and supply factors, such as Gross Domestic Product (GDP), Broad money supply (M2), Producer Price Index (PPI), Crude oil prices (OIL) and Exchange rates (EX). This quantitative research employs quarterly time-series data from the first quarter of 2012 to the fourth quarter of 2022, totaling 40 quarters. The dependent variable is the Consumer Price Index (CPI), while the independent variables are GDP, M2, PPI, OIL, and EX. Data collection was conducted quarterly by government agencies, including the Bank of Thailand, the National Economic and Social Development Council Office, and the Trade Policy and Strategy Office of the Ministry of Commerce. The data analysis used the Vector Autoregressive Model (VAR Model). The research findings indicate that the variables under study, Gross Domestic Product, Broad money supply, Crude oil prices, Producer Price Index, and Exchange rates, have a long-term equilibrium relationship at significance levels of 0.01 and 0.05. The factor with the most significant impact on the consumer price index is the Broad money supply, followed by the Producer Price Index, Gross Domestic Product, and Crude oil prices, respectively. The Exchange rate is the factor with the least impact on the Consumer price index.

Leverage, Accruals-based Earnings Management, Real Earnings Management and Firm Performance: The Stock Exchange of Thailand

Natthinee Pithaktum — 2025-03-01

This research aims to study the influence of leverage on earnings management, the influence of earnings management on performance, and the influence of leverage on performance through the influence of earnings management of listed companies in the Stock Exchange of Thailand, which were significantly affected during the COVID-19 pandemic. The data used in this study is secondary data from the annual financial statements (SET Smart) and Form 56-1 for the years 2020-2022, covering 139 companies quarterly, totaling 1,668 data points. Path analysis and structural equation modeling were used for statistics analysis. The results of the study show that the debt-to-equity ratio and the debt-to-assets ratio influence earnings management in various ways, especially short-term debt, which affects earning management through both accrual-based and real earnings management. However, the performance of companies does not appear to be directly influenced by earnings management, indicating the strength of the Thai capital market’s governance structure during the crisis. It is recommended that regulatory authorities develop policies that promote transparency during crises and increase comparative studies on the effects of earnings management across different industry sectors in the future.

The Development of Scout Activities Management with Participation for School in Tha Chang Network Under the Surat Thani Primary Educational Service Area Office 2

Wisanu Chaikaew — 2025-03-01

The objectives of this study were: 1) to study the operational conditions of the Boy Scout Administration, 2) to develop the Boy Scout management processes, and 3) to evaluate the results of the development of the Scout activities management with participation for schools in Tha Chang Network under the Surat Thani Primary Educational Service Area Office 2. The research process consists of 1) studying the operational conditions of the Boy Scout administration. The population includes educational institution administrators and responsible scouting teachers, totaling 158 people. The tool used for data collection is a questionnaire. 2) The development of scout management processes using action research consists of three steps: Plan, Act, Observe, and Reflect. Target groups include educational institution administrators and responsible teachers, specifically scouting teachers, totaling 34 individuals. A knowledge test will be administered, and the t-test will be used as the statistical method. The tools used are skills assessment and satisfaction assessment form. Data were analyzed using basic statistics, including mean and standard deviation. The research results found that 1) The condition of scouting administration was at a moderate level overall and in each aspect. 2) Results of the development of the scouting administration process found that the average value after development was higher than before development. Statistically significant at the .01 level, and 3) the development evaluation results and satisfaction were at the highest level with an average of 4.82

The Use of Digital Technology in Schools Affecting the Student Support System of Schools under Nakhon Phanom Primary Educational Service Area Office 2

Sutthirak Chadong — 2025-03-01

This research aimed to 1) study and compare the use of digital technology in schools classified by school status and size, 2) study and compare the student care and support systems in schools classified by school status and size, 3) examine the relationship between the use of digital technology in schools and the student care and support systems, and 4) investigate the predictive power of digital technology use on the student care and support systems in schools under the jurisdiction of the Nakhon Phanom Primary Educational Service Area Office 2. They employed a quantitative methodology. The sample consisted of 349 participants, including 57 school administrators and 292 teachers, selected through stratified random sampling. The research instruments were two Likert scale questionnaires with reliability coefficients of .99 and .95, respectively. Data analysis employed descriptive statistics, t-tests, one-way ANOVA, Pearson correlation, and stepwise multiple regression analysis. The results revealed that: 1) the overall use of digital technology in schools was at a high level, with no significant differences based on school status or size; 2) the overall student care and support systems were also at a high level, with no significant differences based on school status, but significant differences were found based on school size at the .01 level; 3) the use of digital technology in schools was positively correlated with the student care and support systems at a moderately high level, with significance at the .01 level; and 4) key predictors of the student care and support systems were data storage systems and internet-connected devices, jointly predicting 54% of the variance.

The Ethical Behavior of School Administrators Affecting the Organizational Commitment of Teachers Under Nakhon Phanom Primary Educational Service Area Office 1

Auttapol Wiyo — 2025-03-01

This research aimed to 1) study the ethical behavior of school administrators classified by status and school size, 2) study the organizational commitment of teachers classified by status and school size, 3) study the relationship between the ethical behavior of school administrators to the organizational commitment of teachers, and 4) study the predictive power for the ethical behavior of school administrators affecting the organizational commitment of teachers under Nakhon Phanom Primary Educational Service Area Office 1. This employed a quantitative methodology. The sample consisted of 319 participants, including 61 school administrators and 258 teachers, scale questionnaires with reliability coefficients of .96 and .94, respectively. Data analysis employed descriptive statistics, t-tests, one-way ANOVA, Pearson correlation, and stepwise multiple regression analysis. The results revealed that: 1) the overall ethical behavior of school administrators was at a high level, with no significant differences based on school status or size; 2) the overall organizational commitment of teachers was at a high level, with no significant differences based on school status or size; 3) The ethical behavior of school administrators and the organizational commitment of teachers revealed relatively high level, with significance correlation at the .01; and 4) key predictors of the organizational commitment of teachers were respect, trust and justice, jointly predicting 53% of the variance.

Factors Influencing the Scholarly Creative Output of Research Personnel in Faculties in the Discipline of Arts and Humanities, Social Sciences and Management, and Multidisciplinary Studies

Suchera Janyaman — 2025-03-01

This research is institutional research with the main objectives of examining and analyzing. 1) the performance results according to the strategy under the “International Publication” indicator of the higher education institution as a case study. 2) the factors that influence the research creation of research personnel. The scope includes the fields within the arts and humanities, social sciences and management, and multidisciplinary studies. The data is gathered through a questionnaire of research personnel. Such a questionnaire was developed using a rigorous process based on theoretical foundations and consensus from research personnel. Its reliability has been confirmed by experts through IOC, with an average high coefficient of 0.94. The data is also gathered by in-depth interviews of executives driving, supervising, and monitoring research policies. Data analysis uses descriptive statistics and inferential statistics. The research results show that 1) Half of the research personnel do not have completed research work, and most of them conduct research alone, with 1-2 research works in process per person. The primary source of funding comes from the faculty’s income budget. Most research is published in national journals. Additionally, most of the international journals are published in the Scopus database. 2) Factors that influence research creation include personal, motivational, and research-facilitating factors, which have a high level of influence. 3) The top 5 factors influencing research creation are career advancement, attitude toward research, support for the publication of research papers at the national and international levels, the nature of academic work responsibility, and respect acknowledged. 4) The main obstacles to research creation include insufficient time due to a heavy teaching load, lack of knowledge and experience, the process of research funding applications and ethics approval is not flexible, and a lack of networks for international collaboration.

Sustainable Development Strategies of Private Universities under the Guidance of Social Responsibility—A Case Study of Private Universities in Guangdong Province

Wu Jiangliu — 2025-03-01

Talent training and scientific research are the most basic functions of private colleges and universities, and they should also become the social responsibility that colleges and universities must fulfill. This research aimed to: 1. analyze the impact of talent training responsibility and scientific research responsibility on the sustainable development of private colleges and universities through social performance; 2. strive to explore the sustainable development strategy of private universities from the aspects of strengthening the establishment of talent training brand and enhancing the strength of scientific research. This study conducted a random sample survey on the questionnaire distribution; 535 questionnaires were recovered, the answer time was short, and the information was incomplete. A total of 501 valid questionnaires were collected, which were investigated and analyzed below. In this study, using the SPSS. Version 27 performed the reliability and validity analysis of the questionnaire data. The research results were as follows: 1. Talent cultivation and Scientific research responsibility significantly positively impact Sustainable Development Strategies of Private Universities; 2. Social responsibility plays a partial intermediary effect. The results and conclusions provide a reference for exploring the sustainable development of Chinese private universities under the social responsibility framework.

Research on the Relationship between Entrepreneurship, Enterprises Dynamic Capability, and Innovation Performance of Small and Medium Enterprises in Guangzhou, China

Zhu Huazhong — 2025-03-04

This research aimed to study: 1) explore the relationship between entrepreneurial spirit, innovation performance, and dynamic capabilities in small and medium-sized enterprises, examine whether dynamic capabilities can play a mediating role between entrepreneurial spirit and innovation performance, and analyze its mechanism and reasons for its impact; 2) Explore whether environmental dynamics play a moderating role between corporate dynamic capabilities and innovation performance, and analyze its mechanism of action and the reasons for its impact; 3) Based on the conclusions obtained from research and empirical testing, propose corresponding management suggestions to enhance the innovation performance of enterprises. This study used small and medium-sized enterprises in Guangzhou as a sample, collected 606 valid questionnaires, and used quantitative research methods—and structural equation modeling (SEM). The research results were found as follows: 1) Entrepreneurial spirit and dynamic capabilities of enterprises have a significant impact on entrepreneurial innovation performance; 2) The entrepreneurial spirit has a significant impact on the dynamic capabilities of enterprises; 3) The dynamic capabilities of enterprises play a significant mediating role; 4) The dynamic environment plays a positive regulatory role. Therefore, small and medium-sized enterprises should actively stimulate and unleash the entrepreneurial spirit and cultivate their dynamic capabilities in order to maintain their advantages in an increasingly competitive market. By enhancing their innovation and self-innovation capabilities, small and medium-sized enterprises can not only enhance their vitality but also positively impact the improvement of market and social creativity, thereby contributing to the high-quality development of the national economy and promoting the construction of an innovative country.

Marketing Mix Factors that Affect Behavior of Code Kark Pork Chili Paste

Sirivetch Rodsavas — 2025-03-08

The purpose of this study is to 1) investigate the personal factors of Code Kark Pork Chili Paste consumers. 2) Study the marketing mix factors of consumers of Code Kark Pork Chili Paste, and 3) investigate the relationship between personal factors and marketing mix factors of Code Kark Pork Chili Paste consumers. By using a questionnaire as a data collection tool, the sample consisted of consumers who purchased 400 servings of Code Kark Pork Chili Paste. Use descriptive statistical data for analysis, including frequency, percentage, mean, and standard deviation. Use inferential statistical data for hypothesis testing. t-test statistics and average comparison statistics between three or more samples, with a statistical significance value of 0.05. The research results found that age, education level, and average monthly income are different. There were different opinions on the marketing mix factors of Code Kark Pork Chili Paste. In terms of consumer behavior, it was found that taste preference reasons for buying Code Kark Pork Chili Paste were the person who introduced and made people familiar with the use of Code Kark Pork Chili Paste. And what is eaten with different types of Code Kark Pork Chili Paste affects satisfaction in the marketing mix factors of Code Kark Pork Chili Paste. Statistically significant at 0.05

Analyze of Marketing Factors to Choice of Skin Care Cosmetics on E-Marketing Platform in Bangkok

Wittayaphon Thanavisarnkajon — 2025-03-10

This research aimed to 1) study the marketing mix for decision-making when choosing cosmetics skincare products via e-commerce in Bangkok. and 2) analyze the multiple regression equations on the marketing mix factor's effect on the consumers' decision-making in choosing skincare cosmetics via e-commerce in Bangkok. This research is qualitative. The sample selection used a questionnaire to collect data from 400 consumers in Bangkok. The sampling method used purpose sampling from those with experience choosing skincare cosmetics through e-commerce. The statistics used for data analysis were percentage, mean, standard deviation, and multiple linear regression equations. The result of the study found that the overall level of opinions on the marketing mix was high. The marketing mix analysis in choosing skincare cosmetics found that all marketing mix positively influences the decision to buy skincare cosmetics. The factor with the most significant positive influence was 1) Product which had the highest positive influence on purchasing 1) Product (β=.493), followed by 2) Price (β=.198), 3) Distribution (β=.183), 4) Promotion( β=.152), 5) Privacy (β=.117), and 6) Personalization (β=.060) respectively, regarding the statistical significance level of 0.05 2) The results of the marketing mix factor can be used to develop marketing strategies and improve products to have set prices that are appropriate value for the potential to complete the online market. Every marketing mix factor has a positive influence value that can predict the decision to choose skin care cosmetics by 68.00 percent.

Factors Influencing Innovation Acceptance Online Banking Service of Krung Thai Bank Public Company limited in Muang District, Nakhon Si Thammarat Province

Phannipa Wichaipon — 2025-03-11

The research aims to study personal factors, factors that influence innovation adoption, and acceptance of online banking service innovations that affect acceptance of online banking service innovations in the financial transactions of customers of Krung Thai Bank Public Company Limited. The sample group was Krung Thai Bank Public Company Limited customers in Mueang District, Nakhon Si Thammarat Province. The sample size was determined by W.G. Cochran's formula, totaling 385 samples. Accidental sampling was used, and the statistics used were percentage, mean, standard deviation, t-test, one-way analysis of variance, LSD pairwise test, and multiple regression analysis. The research results found that 1) Most customers of Krung Thai Bank Public Company Limited are female, aged between 41 and 60 years, have a bachelor's degree, work in government service/state enterprises, and have an average monthly income of 20,001 and 30,000 baht. 2) Factors influencing the acceptance of online banking innovation, the aspect with the highest average value was observability, and customers with different genders, ages, and average monthly incomes had different factors influencing the acceptance of online banking innovation overall. 3) Acceptance of online banking innovations, the aspect with the highest average value was perceived ease of use, and customers of different genders had different overall acceptance of online banking innovations. 4) Factors influencing the acceptance of online banking innovation, observability, increased benefits, complexity, and compatibility have a statistically significant relationship and influence on the acceptance of online banking innovation at the 0.05 level.