Rajapark Journal

User Adoption of Generative AI for Government Information Services in Thailand

Wasinee Noonpakdee — Tue, 15 Oct 2024 00:00:00 +0700

Recent advancements in generative AI have gained significant attention from both academic and industrial sectors. With the ability to generate new content like text, images, and audio from user inputs, generative AI has demonstrated considerable potential in enhancing organizational efficiency, improving service delivery, and automating complex tasks. In the government sector, generative AI offers opportunities to automate citizen inquiries, enhance administrative processes, and provide more personalized public services. This paper aimed to study the factors influencing user adoption of generative AI for government information services in Thailand. The sample included individuals, focusing on their intentions regarding the use of generative AI for accessing government information. Participants were selected using a convenience sampling method, and data was collected through 400 questionnaires. The data was then analyzed using descriptive statistics and a structural equation model (SEM) to test the hypotheses. The research results indicate that the factors influencing user adoption of generative AI for government information services in Thailand are social influence and user experience, which include perceived usefulness, perceived ease of use, and trust. The overall model explains 48.5% of the variance in the intention to use generative AI for government information services (R² = 0.485). The suggestions are proposed to increase adoption rates by developing strategies that involve engaging influencers and advocates, promoting community engagement and education, and improving the overall user experience. These findings provide valuable insights for government agencies and policymakers in Thailand on effectively promoting the adoption of generative AI, contributing to more efficient and accessible government services.

The Effect of Digital Management Accounting Capability on the Sustainable Organizational Success of Thai-Listed Firms

Tue, 15 Oct 2024 00:00:00 +0700

This research attempts; 1) to investigate the effects of digital management accounting capability on sustainable organizational success; 2) to investigate the effects of proactive business vision, organizational resource readiness, modern accounting systems, digital technology growth, and intense competitive forces on digital management accounting capability; 3) to examine the moderating effects of digital transformation and employee learning on the antecedent-digital management accounting capability research relationship. Data were collected via a questionnaire from 169 listed firms on the Stock Exchange of Thailand and analyzed using descriptive statistics, content analysis, and statistical regression. The findings reveal a significant positive association between digital management accounting capability and sustainable organizational success. Proactive business vision, modern accounting systems, and intense competitive forces all have a significant impact on digital management accounting capability. Additionally, digital transformation and employee learning can potentially moderate these relationships, enhancing the understanding of the factors driving digital management accounting capability.

The Impact of China's Digital Finance on R&D Investment and Regional Innovation Performance

Shaohe Zhang, Ke Nunthasen, Nirote Sinnarong, Warapon Nunthasen — Tue, 15 Oct 2024 00:00:00 +0700

We use a mediation effect model to explore the impact of digital finance on regional innovation based on the China digital finance index and interprovincial panel data from 2011 to 2021. We find that the development of digital finance in China is conducive to promoting regional innovation performance, and there is regional heterogeneity. The breadth of digital finance coverage does not significantly impact regional innovation performance. In contrast, the depth and degree of digital finance use substantially impact regional innovation performance. The impact of digital finance on regional innovation performance is not significant in the eastern region but is more important in other regions. At the same time, digital finance promotes regional innovation performance through the intermediary effect of R&D investment, and R&D investment plays a mediating role in promoting regional innovation performance through the depth of digital finance use and the degree of digital support services. The Chinese government should fully understand the role and mechanism of digital finance in promoting regional innovation performance, formulate targeted and differentiated regional development policies, and help digital finance achieve regional innovation performance while developing digital finance.

The Impact of Digital Transformation on Enterprise Performance

Xiaoyu Luo, Kanokporn Chaiprasit — Tue, 15 Oct 2024 00:00:00 +0700

This study aims to explore the impact of digital transformation on enterprise performance. The samples came from manufacturing enterprises in China to explore the relationship between digital transformation and enterprise performance. This paper uses a sample of 400, which is more than 5 times the number of observed variables, which is 280. This study uses quantitative analysis methods to test the research hypotheses of this study. It adopts the structural equation modeling (SEM) method to verify the effectiveness of the proposed theoretical framework. A questionnaire was also used to collect data. This study collected 400 first-hand pieces of information in the form of questionnaires and used AMOS and SPSS statistical software to process and analyze the data. The empirical analysis of this study confirms that digital transformation has a positive impact on enterprise performance, which not only provides a new perspective for theoretical research but also provides practical suggestions for companies to achieve sustainable competitive advantages in the digital era.

Causal and Effect of Perceived Risk in Brand Extension: A Case Study of Chinese Heritage Brand with Psychological Contract Violation as a Moderator

Change Lu, Thitima Pulpetch, Liou-Yuan Li — Tue, 15 Oct 2024 00:00:00 +0700

This study aims to investigate the influence of consumer-perceived risk on brand extension by considering the moderating role of psychological contract violation. Furthermore, the association between perceived risk, perceived fit and brand trust is examined. The study selected the Chinese heritage brand Wu Liang Ye as a case study and utilized a self-administered questionnaire for data collection. Data were collected from 605 residents of the brand’s location employing a combination of purposive and random sampling methods. The hypothesized model was assessed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that perceived risk significantly affects brand extension success in heritage brands, and psychological contract violation (PCV) plays a significant moderating role in the relationship between perceived risk and brand extension success. This study offers new insights into managing heritage brands by highlighting the critical role of perceived risk and psychological contracts in brand extension success. It advances the literature by elucidating the complex interplay between consumer perceptions and brand extension strategies, providing a valuable framework for heritage brand managers to balance market expansion with brand equity preservation.

The Antecedents of Positive Word of Mouth and Revisit Intention of Thai Tourists Traveling to Ecotourism Attractions in Thailand

Chotika Jaitip, Sumalee Sawang — Tue, 15 Oct 2024 00:00:00 +0700

This research aims to 1) develop a causal relationship model of antecedents of positive word of mouth and revisit intention of Thai tourists traveling to ecotourism attractions in Thailand and 2) validate consistency of a causal relationship model of antecedents of positive word of mouth and revisit intention of Thai tourists traveling to ecotourism attractions in Thailand with empirical data. The sample was 511 Thai tourists traveling to ecotourism attractions in Thailand. They were selected by quota sampling. The instrument for collecting data was a questionnaire. Data analysis is done using descriptive statistics (frequency distribution, percentage, mean, and standard deviation) and inferential statistics (structural equation modeling). The research results were found as follows; 1.1) perceived electronic word of mouth, social media usage, and novelty seeking, which had a positive and direct influence on the memorable experience of Thai tourists; 1.2) perceived electronic word of mouth, social media usage, novelty seeking, and memorable experiences had a positive and direct influence on the destination trust of Thai tourists; 1.3) the memorable experiences and destination trust had a positive and direct influence on the life satisfaction of Thai tourists; 1.4) the memorable experiences, destination trust, and life satisfaction had a positive and direct influence on the positive word of mouth of Thai tourists; 1.5) the memorable experiences, destination trust, and life satisfaction had a positive and direct influence on the revisit intention of Thai tourists; and a causal relationship model of antecedents of positive word of mouth and revisit intention of Thai tourists traveling to ecotourism attractions in Thailand was consistent with empirical data.

Thai Tourists Perceived Value of an Authenticity Management of Chiang Mai International Airport, Thailand: A Proposed Model of an Authenticity Management of Chiang Mai International Airport, Thailand

Prapop Anantakoon, Therdchai Choibamroong — Tue, 15 Oct 2024 00:00:00 +0700

This research aimed to 1) measure Thai tourists’ levels of the perceived value of authenticity management at Chiang Mai International Airport, Thailand, and 2) construct a model of authenticity management at Chiang Mai International Airport, Thailand. The sample was 400 Thai tourists at Chiang Mai International Airport, Thailand. They were selected by purposive sampling. The instrument for collecting data was a self-administered questionnaire—analysis of data by Descriptive Statistics and Inferential Statistics. The research results were found as follows; 1) Thai tourists with demographic differences had different levels of perceived value of airport attributes displaying Thai Lanna art and culture reference at Chiang Mai International Airport and 2) A model of an authenticity management of Chiang Mai International Airport, Thailand, comprised of 5 levels of perceived value: (1) Functional value; (2) Social value; (3) Emotional value; (4) Epistemic value and (5) Conditional value.

Social Opportunities and Income Sources Diversification Developing Models for Deprived Farmers Cultivating Cassava Through Agri-Business Value Chain Management: A Case Study of Cassava Production Using Appropriate Technology in Kalasin Province

Tue, 15 Oct 2024 00:00:00 +0700

The purpose of this research is to develop social opportunity models and explore the income diversification sources of the deprived farmers cultivating cassava through agri-business value chain management: A case study of cassava production using appropriate technology in Kalasin Province. This research employs both quantitative and qualitative methodologies. The sample includes deprived farmers from Nong Kung Si, Sahatsakhan, Na Mon, Don Chan, Kamalasai, and Kuchinarai Districts. These farmers were selected using the TPMAP and Kalasin Happiness Model (KHMV2), encompassing 550 occupations related to cassava. Data collection instruments included a revenue-based survey, an assessment of technology adoption and deployment, and an analysis of innovator levels. Data were analyzed using descriptive statistics and content analysis. The research yielded the following results: 1) The social opportunity lies in empowering farmers to engage in agricultural learning, enabling them to become innovators who can apply their knowledge to develop others and expand networks. 2) In the cassava farming chain (Mun Kum-Kha), 550 deprived farmers experienced an average income increase of 481,625 THB, or 137.71 percent, following the research project. This income growth was driven by the use of appropriate technologies such as charcoal kilns and presses, which allowed farmers to collect and process remaining oil rhizomes from their plots into biomass charcoal for sale. Additionally, the production of wood smoke vinegar helped reduce pest control costs in general agricultural plots. Cassava scraps were chopped, dried, and sold, while cassava waste was processed into animal feed, ultimately evolving into a learning network capable of entering the market.

The Guideline for Development of Community Model Based on Low Carbon Tourism for Upgrading to A Green Tourist Destination; A Case Study of Agro-Tourism Attraction at Maha–Sawat Canal Phutthamonthon District, Nakhon Pathom Province

Nilubon Kongprem — Tue, 15 Oct 2024 00:00:00 +0700

The guideline for the development of a community model based on low-carbon tourism for upgrading to a green tourist destination; a case study of agro-tourism attraction at Maha- Sawat Canal Phutthamonthon District, Nakhon Pathom Province. The research aimed 1) to study the potential of the tourist destination. 2) to study the factors affecting an achievement to adapt in the agro-tourism site, and 3) to analyze guidelines for the development of a community model based on low-carbon tourism. The key informants were divided into 3 groups: in-depth interviews with 10 key informants, who related to the agro-tourism site, 10 key informants, who have low-carbon tourism experience, and focus groups with 20 stakeholders. The research results were found as follows: 1) The potential of the agro-tourism site at Maha-Sawat Canal is outstanding with the way of agriculture and followed the rule of sufficiency economy and adapted to their living. There are 6 tourism components, including accessibility, accommodation, attraction, amenity, activity, and ancillary service. 2) The factors affecting an achievement consist of 1) the potential factors of a tourist destination: tourism resources, tourist attraction management, eco-friendly tourism activity, and partnerships. 2) low carbon components; low carbon community; observe and acrylic tourism resources; eco-friendly tourism in 4 aspects, including transportation, tourism activity, local food and accommodation, and 3) other factors; community empowerment, technology, and partnerships. 3) The guideline for the development of a community model based on low-carbon tourism presents a low-carbon model of agro-tourism sites divided into upstream (preparation for the community), the middle stream (development level), and downstream a model community based on low-carbon tourism for agro-tourism sites.

The Development Guidelines for the Herbal Health Tourism Learning Resources Based on the Bio-economy in Rong Chang Sub-district, Pa Daet District, Chiang Rai Province

Chadapat Sukkai, Paripan Kaewnet, Uthumphorn Kankeb, Nathamon Sangwan — Tue, 15 Oct 2024 00:00:00 +0700

This research aimed to 1) analyze the potential of herbal health tourism learning resources, 2) design and develop herbal health tourism learning resources, and 3) recommend the guidelines for developing herbal health tourism learning resources based on the bio-economy in Rong Chang Sub-district, Pa Daet District, Chiang Rai Province. This research is qualitative. The sample was 25 tourism stakeholders who were selected by purposive sampling. The instruments for collecting data were in-depth interviews and focus group discussions. Analysis of data was conducted by content analysis. The research results were found as follows: 1) Rong Chang Sub-district has the potential to be a learning resource, including herbal health tourism with suitable natural tourism attractions, an inheritor of herbal knowledge according to the Mon Ya area in Rong Chang for local treatment, documents of herbal therapy, and herbal knowledge according to the four elements (earth, water, wind, and fire) in the Rong Chang Sub-district. 2) The project plan for the herbal health tourism learning resources covers 25 types of herbs designed by the participation of the community, including the project plan, the entrance plan with a tree tunnel, earth element herbal zone plan, water element herbal zone plan, wind element herbal zone plan, and fire element herbal zone plan. These plans consider the aesthetics and rarity of the herbs. 3) The research recommended the seven guidelines for the development of herbal health tourism learning resources, including (1) inheriting the identity of community herbs, (2) managing herbal zones, (3) innovators of herbal health tourism, (4) herbal health products and services, (5) creating herbal health tourism activities, (6) management of health tourism attractions, and (7) participation.

Serial Mediated Effects of Memorable Tourism Experience and Place Attachment in Transmitting Experience Economy to Tourism Loyalty in the Eastern Lanna Special Economic Area

Jeeradech Srivirach, Prasittichai Narakorn, Tummatinna Seesupan — Tue, 15 Oct 2024 00:00:00 +0700

The objectives of this research were to study the relationship between experience economy, memorable tourism experience, place attachment, and tourism loyalty. This is quantitative research using multi-stage sampling from a group of 552 tourists who have visited the Eastern Lanna Special Economic Zone. The model was analyzed using structural equation modeling (SEM). The proposed model was tested using structural equation modeling (SEM). The results showed that our data explained the model very well, whereby tourism loyalty was driven by experience economy, memorable tourism experience, and place attachment. The findings could help SME entrepreneurs understand the importance of memorable tourism experiences, which directly influence tourism loyalty. Particularly, those SME entrepreneurs with place attachments should emphasize the tourists’ impressions for visits again. The study proposed model was conceptualized using experience economy theory together with memorable tourism experience theory, aiming at enhancing the competitiveness of SME entrepreneurs in the Eastern Lanna Special Economic Area.

Allocating Appropriate Budgets to Agencies Responsible for Efficient Road Maintenance

Chatchai Jomdech, Vatcharapol Sukhotu, Thammanoon Hengsadeekul — Tue, 15 Oct 2024 00:00:00 +0700

This research aims to study (1) appropriate budgeting guidelines for road maintenance for major agencies and (2) the impact of road maintenance following the enforcement of the Decentralization Act of 1999. The research employs a mixed-methods approach, including quantitative research to study the opinions of 400 road users regarding major road agencies and qualitative research through in-depth interviews with 21 high-ranking officials experienced in managing road maintenance budgets. The results indicate that the allocation of road maintenance budgets needs to be revised, taking into account traffic volume and the physical characteristics of each type of road. In terms of impact, local roads are the most affected due to inefficient management, a lack of skilled personnel, and insufficient budgets. Therefore, it is concluded that improving budget allocation guidelines to reflect the physical characteristics and responsibilities of the agencies will enable the appropriate distribution of resources and budgets according to standards and formats. Emphasizing existing expert agencies will help maintain road conditions effectively and efficiently.

The Relationship Among Wellness Tourism, Attitude Toward Wellness Activities, Social Media Norms, Satisfaction Wellness Activities and Intention to Participate Wellness Activities. Case Study: Thailand Riviera Area

Suppacha Phetsome, Suwaree Ashton — Tue, 15 Oct 2024 00:00:00 +0700

This study focuses on wellness tourism in the Thailand Riviera Area (Petchaburi, Prachub Kiri Khun, Chumporn, and Ranong). The objective of this study is to examine the cause effects of Thailand tourists’ intent to participate in wellness activities, attitude toward wellness activities, social media norms, and satisfaction with wellness activities. Questionnaires were collected from 308 Thai tourists who traveled to the Thailand Riviera area and collected data that was then analyzed using structural equation modeling (SEM). The structural model proved to be a well-fitting model. The results indicate that the tourists’ attitude toward wellness activities and social media norms has an indirect effect on satisfaction with wellness activities. At the same time, satisfaction with wellness activities has an indirect effect on the intention to participate in wellness activities.

Legal Measures for Control of Noise Pollution from Mass Rapid Transit

Kanyarat Chantra — Tue, 15 Oct 2024 00:00:00 +0700

This research aimed to 1) study the importance of issues, situations, and the impact of noise pollution from the Mass Rapid Transit system in Thailand; 2) study the basic environmental principles and guidelines from the World Health Organization, government policies, and laws related to prevention and addressing noise pollution from the Mass Rapid Transit systems in England, the United States, and South Korea; 3) study the laws and policies related to preventing and addressing noise pollution from the Mass Rapid Transit system in Thailand; and 4) prepare recommendations, guidelines, and legal measures to prevent and address noise pollution issues from the Mass Rapid Transit within the context of Thai society. This research project is qualitatively based on documentary analysis with data collection, textbooks, related articles, and electronic information from domestic and international sources. The research findings indicate that Thailand’s laws currently lack specific provisions for controlling noise pollution from Mass Rapid Transit and the existing provisions that could potentially be applied to such cases are inadequate. The researcher therefore proposes policy recommendations to expedite the completion of the 15-year Master Plan for Noise and Vibration Pollution Management (2023 – 2037) by the Pollution Control Department. Enhance policies to increase the number of specialized personnel in controlling noise pollution from mass rapid transit and allocate additional funding for controlling noise pollution from mass rapid transit. Legal Recommendations: In the short term, propose the enactment of secondary legislation to establish noise standards and methodologies for measuring noise levels from mass rapid transit. Advocate for designating "Mass Rapid Transit" as a pollution source requiring regulation under Section 68 of the Enhancement and Conservation of National Environmental Quality Act, B.E. 2535. In the long term, propose the drafting of ‘the Noise Pollution Control Act B.E. ...,’ a new legislation specifically addressing all aspects of noise pollution control and defining a category specifically for regulating noise pollution from mass rapid transit.

Immediate Action Required: Legal Measures for Occupations Changed from the COVID-19 Pandemic

Phetcharat Saisombat, Prapee Apichatsakol — Tue, 15 Oct 2024 00:00:00 +0700

This comprehensive study aimed to investigate 1) the types of jobs during a COVID-19 pandemic in Thailand, 2) the factors associated with altering types of occupations during a COVID-19 pandemic, and 3) the government welfare benefits offered after informal workers’ employment changed. This quantitative study collected data through a questionnaire using purposive sampling. The quantitative data were analyzed using descriptive statistics, including frequency, percentage, and mean and inferential statistics. The research also raises questions regarding domestic and international laws, regulations, and measures related to informal workers. The survey discovered that the sample’s average age was 29 years, and over one-third were now unemployed. Many in the sample group who had jobs before the epidemic became unemployed and no longer working (69.4%). Regarding occupational patterns, older persons are less likely to change careers since they have more job security, work experience, and the ability to adjust to changing circumstances. Meanwhile, younger people, or the new generation, are more inclined to choose jobs that match their interests. Regarding work careers, it was discovered that people with no job limits and who could explore extra employment were more likely to modify their career patterns. The COVID-19 pandemic has significantly impacted the working-age population, particularly those working in the informal sector, because they have no employer or social protection. As a result, these workforce groups continue to require more excellent government help than others. As a result, the government should extensively promote knowledge of benefits to the working population, particularly in informal sectors, because welfare rights are essential to them. Currently, no law explicitly supports this.

Selection of Alternative Energy Projects to Implement in Agriculture Cooperatives Using AHP Technique

Nttapong Asvinjaipetch, Phimphorn Sowawattanakul — Tue, 15 Oct 2024 00:00:00 +0700

This research aimed to analyze the criteria and alternative energy projects appropriate for use in agricultural cooperatives. There are 30 samples composed of 10 samples from professionals, 5 samples each from middle, large, and extra-large-sized cooperatives that are suitable for implementing alternative energy projects or already using alternative energy in the cooperative, and 5 samples from non-cooperative farmers. The instrument for collecting data was the AHP process. Data will be analyzed using descriptive statistics and content analysis. The research results were found as follows; 1) Solar energy has the largest importance value percentages overall at 49.00 followed by biogas, wind energy, and hydro energy at 18.63, 17.07, and 15.30 respectively 2) Payback period provides the largest importance value percentages overall at 22.20 following by resources and geometry, sustainable operations, quality of work and project investment at 21.61, 21.52, 18.60 and 16.06 respectively 3) The research suggests that solar energy is the most suitable energy projects for use in agricultural cooperatives, and the payback period is the most important criterion for considering the selection of alternative energy projects.

The Impact of Perception of Being Corporate Citizen and Corporate Reputation on Job Pursuit Intention of Generation Z: The Case of PTT PLC

Sompong Lerkpichai, Pornlapas Suwannarat — Tue, 15 Oct 2024 00:00:00 +0700

The objectives of this study are to ascertain the effects of the perception of being corporate citizens on the corporate reputation and job pursuit intention of Generation Z and study the mediation role of corporate reputation in mediating the relationship between perceived corporate citizenship and job pursuit intention. Data is collected using questionnaires from a purposive sampling of 400 students who studied at Kasetsart University, Bangkhen Campus, for the final year. Statistical techniques used for data analysis include frequency, percentage, average, standard deviation, and analysis of the Structural Equation Model (SEM). The study reveals that the perception of being corporate citizens in the types of economic citizenship and philanthropic citizenship positively impacts on corporate reputation significantly. Also, the study found that corporate reputation fully mediates the relationship between perceived corporate citizenship and the job-pursuit intention of Generation Z. Additionally, the study’s model significantly fits the empirical data. These results can be used as a guideline for increasing the organization's reputation to attract more Generation Z people to work for the organization.

Family Business, Cash Holdings, Business Complexity, and Firm Value of Companies Listed in Market Alternative Investment (MAI), Thailand

Tue, 15 Oct 2024 00:00:00 +0700

This research aims to 1) study and analyze the relationship between the shareholding structure of family companies, 2) study and analyze the relationship between cash holdings, and 3) study and analyze the relationship between business complexity and business value. The study is quantitative research; the sample group used in this research is 170 companies listed on the MAI Stock Exchange. The statistics used to analyze this research are multiple regression analyses. The results of the research found that 1) the shareholding structure of family companies is related to the value of the business in the same direction, and the market value of common stock prices is related to the value of the business in the same direction. The proportion of ownership and chairman of the board of a family company is not related to the value of the business. 2) Cash holdings are related to the value of the business in the same direction. 3) the number of branches and the number of subsidiaries. Location of subsidiaries in the country Location of overseas subsidiaries and the number of types of businesses operating, there is no relationship with the business value of companies listed on the MAI Stock Exchange.

Analysis of Firm Value, Financial Policy and Financial Flexibility: The Case of Companies Listed on the Stock Exchange of Thailand

Tue, 15 Oct 2024 00:00:00 +0700

This research aims to study and synthesize the effect of financial policy on financial flexibility, the effect of financial flexibility on firm values, and the effect of financial policy on firm values through financial flexibility. This research is quantitative. The selection of the sample is a purposive sampling by selecting only companies listed in the SET100 index between 2020 and 2022, excluding companies with incomplete data and companies in the financial industry group. Structural equation modeling (SEM) was used to analyze the data in the research. The research found that financial policy related to dividend payment had a positive association with financial flexibility, while cash holding and capital structure did not affect financial flexibility. Moreover, financial flexibility also did not affect firm value. Lastly, financial policy related to cash holding, capital structure, and dividend payment did not have an indirect effect on firm values through financial flexibility. This is because the debt level of the company is high; although the company can access capital sources, the company should not have more financing to maintain the financial stability of the company.

A Factor Analysis of Work Passion Characteristics of New Generation Personnel in Digital Content Industry

Tue, 15 Oct 2024 00:00:00 +0700

In this dissertation, the researcher examines (1) the factors of the work passion characteristics; analyzes (2) the factors of the work passion characteristics; and confirms (3) the factor analysis of the work passion characteristics of new generation personnel in the digital content industry. The technique of mixed-methods research was employed. In-depth interviews were conducted with 17 experts. The data obtained from the expert interviews were analyzed for content and used to construct a questionnaire. The questionnaire data were collected from a sample of 520 new-generation personnel using accidental sampling. Exploratory factor analysis and confirmatory factor analysis were performed. The results revealed that: 1) The factors of the commitment characteristics mobilizing the performance of the new generation personnel in the digital content industry consisted of three aspects: (1) organization; (2) work; and (3) relationship. 2) The factor analysis of the work-passion characteristics of the new generation personnel under study consisted of six aspects. (1) The relationship of personnel in the organization consisted (2) The organizational management consisted (3) Work commitment consisted (4) Work collaboration consisted (5) Being a part of the organization consisted and (6) Being accepted in work consisted 3) The confirmatory factor analysis the work passion characteristics of the new generation personnel in the digital content industry using the model of measurement for the work passion characteristics confirmed only five aspects. These aspects were the relationship of personnel in the organization; organizational management; work commitment; work collaboration; and being accepted in work. The congruence of the model and the empirical data following the criteria which could be considered from the criteria of Chi-square/df = 4.127; CFI = .906; TLI = .904; RMSEA = .078; and RMR = .038.

Factors Affecting Audit Fee: A Comparison Study of Companies Listed on The Stock Exchange of Thailand, and The Market for Alternative Investment

Tue, 15 Oct 2024 00:00:00 +0700

This research was to study factors affecting audit fees of listed companies on the Stock Exchange of Thailand (SET) and the Market for Alternative Investment (MAI). Factors related to auditing firms, industrial type, corporate governance mechanism, performance of client’s operation, finance, Thai Financial Reporting Standards (TFRS), and business growth were used to test the effect of audit fees of companies listed in both the SET and the MAI. The samples were collected from the financial statements of each listed company during the period of the year 2018 – the year 2021. Multiple regression and correlation were used to analyze data in the research. The results of the study found that the type of auditing firm of client selection, type of business industry of the client, size of the board of directors, Chief Executive Officer duality, complexity of the client’s company, and some subsidiaries of the client’s company influenced the audit fee of listed companies on both the SET and the MAI. Moreover, independent directors, the size of the client’s company, and the risk of the client’s company affect the audit fees of only companies listed in the SET.

Behavior and Marketing Mix Factors Affecting the Decision to Purchase Clean Food Purchase in Bangkok

Wachiraporn Padkerd — Tue, 15 Oct 2024 00:00:00 +0700

The research on Behavior and Marketing Mix Factors Affecting the Decision to Purchase Clean Food Purchase in Bangkok has the following purposes: (1) examine the marketing mix factors influencing purchasing decisions of clean food in Bangkok; (2) study the lifestyle factors affecting the purchase of clean food in Bangkok; and (3) examine the attitudes that affect the purchase of clean food in Bangkok. This employed a quantitative methodology, purposively administrating a set of questionnaires to 400 samples aged 22 and above residing in Bangkok for data collection. The data were analyzed using descriptive statistics and inferential statistics. The research results found that 1) the marketing mix influences the decision to buy clean food in Bangkok statistically significant at the 0.05 level, emphasizing the worthiness of the price and the quantity and benefits of clean food. 2) Lifestyle influences the decision to buy clean food in Bangkok statistically significant at the 0.05 level. Consumers think that clean food is food that is easy to make with minimal processing and easy to live on. 3) Attitude influences the decision to buy clean food in Bangkok; statistically significant at the 0.05 level, consumers who buy clean food possess an attitude of maintaining health.

The Factors Affecting Electric Vehicle Purchase Decisions of Consumers in Bangkok

Prarinya Sadthong — Tue, 15 Oct 2024 00:00:00 +0700

The research aimed to investigate the influence of marketing mix factors, information awareness, and brand value on consumers' purchasing decisions regarding electric vehicles in Bangkok. Data were collected from 400 consumers who have bought and have never bought an electric car to drive in Bangkok through a questionnaire. Descriptive statistics, including percentages, means, and standard deviations, were employed to analyze the data. Inferential statistics involved multiple regression analysis. The results revealed that the majority of respondents were male (67.25%), aged 31-40 (40.0%), with educational levels beyond a bachelor's degree (42.50%), engaged in self-employment or private business (30.0%), had an average monthly income of 20,001-30,000 baht (33.0%), and were considering purchasing a car priced between 1,000,000-2,000,000 baht. Hypothesis testing results indicated that, overall, the study of marketing mix factors significantly influenced purchasing decisions. Specifically, the findings suggested that advertising through various media had the greatest impact on purchasing decisions. The study of information awareness factors had a significant overall influence on purchasing decisions, with the highest impact observed in knowledge about electric vehicles, facilitating the decision-making process. Additionally, the study of product brand value factors overall significantly influenced purchasing decisions, with the highest impact observed when the brand of electric vehicles was recognized globally.

Factors Affecting the Decision to Use Products within the UOB Bank in the Bangkok Area

Werathana Jaroenprasitthisuk, Orathai Chuacharoen — Tue, 15 Oct 2024 00:00:00 +0700

This research aims to investigate the factors influencing the selection of products within the UOB bank in the Bangkok area. The sample population consists of 400 individuals surveyed through Google Forms, with questions covering personal factors, consumer behavior (6W1H), the 7Ps of marketing, and decision-making. This quantitative research collected and analyzed data using statistical methods, summarizing the findings with inferential statistics. The statistics used were descriptive, correlation tests, and regression analysis. The abstract outlines three main points: 1. Demographic factors such as gender, age, marital status, occupation, and monthly income significantly influence product selection within UOB bank branches in Bangkok. 2. Different levels of education do not significantly impact the decision-making process regarding product selection within UOB bank branches in Bangkok, both overall and in specific aspects such as problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. 3. Marketing mix factors (7Ps), specifically distribution channels (place), promotional activities (promotion), and physical evidence, significantly influence product selection decisions within UOB bank branches in Bangkok at a statistically significant level of 0.05.

A Comparison of Level for Thai Consumers Decision Making for Purchasing Woman Swimsuits Through Instagram Application in Thailand

Piyarat Jongthanasukjaroen, Sumeth Tuvadaratragool — Tue, 15 Oct 2024 00:00:00 +0700

This research aimed to study 1) the level of Thai consumers’ decision-making on purchasing women's swimsuits through the Instagram application in Thailand, and 2) compare the level of Thai consumers’ decision-making on purchasing women's swimsuits through the Instagram application in Thailand classified by personal information. This study is quantitative research using questionnaires as a data collection tool. The sample was 384 Thai consumers who purchased women's swimsuits through Instagram application in Thailand. Analysis of data is done through frequency, percentage, mean, standard deviation, and one-way ANOVA. The research results were found as follows: 1) the Thai consumers’ decision-making on purchasing women's swimsuits through the Instagram application in Thailand is at the highest level when it comes to an individual component; post-purchase behavior comes first, followed by purchase decision, alternative evaluation, problem recognition, and information search, respectively; and 2) Thai consumers who have different personal information, that is, age, occupation, education, and average monthly income, have different decision-making on purchasing women’s swimsuits through the Instagram application in Thailand.

Marketing Mix Affecting Thai Consumers’ Decision Making on Using Services at Bakery Shop in Bangkok

Kroekwat Autsawarattanarak, Sumeth Tuvadaratragool — Tue, 15 Oct 2024 00:00:00 +0700

This research aimed to study 1) the level of Thai consumers’ decision-making on using services at a bakery shop in Bangkok, 2) the relationship between personal information and Thai consumers’ decision-making on using services at a bakery shop in Bangkok, and 3) the marketing mix affecting Thai consumers’ decision-making on using services at a bakery shop in Bangkok. The quantitative research sample size was 384 Thai consumers using services at a bakery shop in Bangkok. Since the population number is unknown, Cochran's (1977) sample size formula is applied. The instrument for collecting data was a questionnaire. Statistics used included mean, standard deviation, chi-square, and multiple regression. The research results were as follows: 1) The overall level of Thai consumers’ decision-making when using services at bakery shops in Bangkok is high. Regarding an individual component, the purchasing decision comes first, followed by alternative evaluation, post-purchase behavior, problem recognition, and information search, respectively. 2) The Thai consumers’ personal information, including age, education, and average monthly income, relates to decision-making on using services at a bakery shop in Bangkok at the 0.05 statistical significance level, and 3) The marketing mix, including product, place, promotion, and physical evidence, relates to decision-making on using service at a bakery shop in Bangkok at the 0.05 statistical significance level.

Learning Management by Using Critical Inquiry Methods Integrated with Cooperative Learning to Develop Criminology Literacy for Pre-Service Social Studies Teachers

Auttapol Khanitcharongkul — Tue, 15 Oct 2024 00:00:00 +0700

This research aimed to 1) develop learning activities using inquiry-based learning integrated with cooperative learning for pre-service Social Studies teachers, 2) study the effects, and 3) examine the students’ satisfaction. This quantitative research involved a target group consisting of 30 fourth-year students from the Social Studies Teaching Program at the School of Education, University of Phayao, during the academic year 2024. The target group was selected using purposive sampling. The research tools included 1) five lesson plans totaling 15 hours, 2) a 50-item criminology literacy test, and 3) a student satisfaction questionnaire regarding the learning arrangement. Data analysis employed descriptive statistics, including mean, standard deviation, and t-test statistics. The research findings revealed that 1) the developed lesson plans consisted of five plans, each comprising five steps, which are: Step 1: Explore Data; Step 2: Analyze Data; Step 3: Compile Knowledge; Step 4: Check Knowledge; and Step 5: Summary of Knowledge. 2) The students’ post-learning criminology literacy scores were significantly higher than their pre-learning scores at the.05 level, and 3) the students’ satisfaction with the learning arrangement was at a high level.

Exploring Motion Graphics and Humor Concepts for Effective Art and Design Education in Higher Education

Roengrit Ekwonganan, Suppakorn Disatapundhu — Tue, 15 Oct 2024 00:00:00 +0700

This qualitative research aimed to 1) identify and analyze appropriate motion graphics for instructional media for higher education in art and design courses, and 2) investigate and analyze suitable humor concepts for motion graphics used as instructional media in art and design courses. The research method involved a sample of 187 outstanding motion graphics from the TED-Ed platform in both the Arts and Design categories. Data were collected from three sets of experts using in-depth interviews and the Delphi technique. The research instruments were validated by three experts. The research results were: 1) 59 (out of 187) motion graphics were selected for instructional media in art and design courses, 2) 20 (out of 59) motion graphics with humor were selected, 3) 16 types of the Humor Concept were identified for analyzing motion graphics in this study, 4) The Narrative Theory was identified as the appropriate theoretical framework for analyzing motion graphics, 5) The suitable types of the Humor Concept for motion graphics in higher education were identified such as Bizarre, and 6) the use of the Humor Concept based on the Narrative Theory was identified. These research findings can be effectively applied to motion graphics for instructional media in higher education.

The Leadership of Academic Administrators Affected Personnels Administration in the Schools under the Sisaket Primary Educational Service Area Office 1

Tue, 15 Oct 2024 00:00:00 +0700

The purposes of this research were: 1) to study the leadership of educational institution administrators under the jurisdiction of the Sisaket Primary Educational Service Area Office 1; 2) Study personnel management in educational institutions under the jurisdiction of Sisaket Primary Educational Service Area Office 1, and 3) study the leadership of educational institution administrators that affects personnel management in educational institutions, under the jurisdiction of Sisaket Primary Educational Service Area Office 1. It is descriptive research. The sample consisted of 310 school administrators and teachers. The sample size was determined using multi-stage random sampling and drawing lots to complete the number in the specified proportion. The instrument used is a questionnaire regarding the opinions of executives' leadership according to the concepts of Kuss and Posner and personnel management in educational institutions, according to Flippo's concept. Statistics used include mean, standard deviation, and stepwise multiple regression. The results of the research found that 1) the overall leadership of educational institution administrators under the jurisdiction of Sisaket Primary Educational Service Area Office 1 is at a high level. 2) Personnel management in educational institutions, under the jurisdiction of Sisaket Primary Educational Service Area Office 1, the overall level is high. And 3) The leadership of school administrators includes the power of personnel. The forecast for personnel management in educational institutions was 45 percent.

The Academic Administration of Small Size Schools According to the Teacher Opinion in Rattanaburi District under the Surin Primary Educational Service Area Office 2

Tue, 15 Oct 2024 00:00:00 +0700

The objectives of this research were 1) to study the academic administration of small-size schools in Rattanaburi District under the Surin Primary Educational Service Area Office 2, 2) to compare the academic administration of small-size schools in Rattanaburi District under the Surin Primary Educational Service Area Office 2, classified by educational level and knowledge worker positions of the respondents. The samples consisted of 148 teachers from the small schools in Rattanaburi District, which were obtained through simple sampling. The instrument used for data collection was a 5-level estimation scale questionnaire with a confidence value equivalent to 0.962. The statistics used in data analysis were percentage, mean, and standard deviation. The hypothesis test uses the t-test and F-test. It was found that: 1) The academic administration of small-size schools, based on the teacher opinion in Rattanaburi District, overall is at a high level. 2) The academic administration of small-size schools based on teachers’ feedback in Rattanaburi District was statistically significantly different according to the overall level of education of the respondents at the level of .05.

Internal Quality Assurance Model for Small Schools

Jaruwan Natun — Tue, 15 Oct 2024 00:00:00 +0700

This research aimed to 1) synthesize the results of external quality assessment of small schools, 2) construct an internal quality assurance model of small schools, and 3) examine and evaluate the usefulness of the internal quality assurance model of small schools. This research was qualitative. The samples used in the study were small schools in the development network of the Faculty of Education, Pibulsongkram Rajabhat University, academic year 2023, that voluntarily participated in the project, totaling 10 schools. The informants were 10 school administrators and 10 academic teachers, obtained by purposive size determination. There were 7 experts in the focus group. Tools used for data collection include 1) document synthesis record form 2) structured interview form, and 3) appropriateness check and usefulness evaluation form. The data were analyzed by content analysis. The research results found that 1) The internal quality assurance system in small schools consists of 1.1) determining policy and quality assurance standards; 1.2) personnel training and development; 1.3) context and needs analysis; 1.4) preparing development plans and operations; 1.5) monitoring and evaluation; and 1.6) preparing self-evaluation reports. 2) The internal quality assurance model in small schools consists of inputs, processes, products, outcomes, and impacts. 3) The usefulness of the internal quality assurance model in small schools is at a high level.

The Causal Factors of Organizational Culture Affected Towards Operational Reason Government Medical Staffs

Preeyanut Khemthong, Vichit U-on — Tue, 15 Oct 2024 00:00:00 +0700

This research aimed to study the influence of causal factors of organizational culture on the performance of government medical schools and to create a model of causal factors of organizational culture on the performance of government medical schools. The data were collected from 5 personnel of government medical schools at the supervisory and operational levels. In-depth interviews were used to analyze the results and appropriate variables. The personnel of government medical schools were 460 people using a questionnaire with a 5-level rating scale. Using a ready-made program, the basic data were analyzed, calculating the mean, standard deviation, skewness, kurtosis, correlation coefficient analysis, conducting confirmatory factor analysis, and assessing model appropriateness. The data analysis results revealed that the causal factors of organizational culture affecting the performance of government medical schools consisted of 5 causal factors: leadership ability, personnel performance, organizational environment, innovation strategy, and organizational culture. It was found that these variables could jointly explain the variance in the effectiveness of government medical schools by 0.861, 0.755, 0.733, 0.711, and 0.679 percent, respectively. Organizational culture had a significant influence on organizational environment, innovation strategy, and leadership ability at the 0.01 level, and organizational environment had a significant influence on personnel performance at the 0.05 level.

The Impact of Digital Finance on Corporate Technological Innovation: Evidence from Chinese A-Share Listed Companies

Nana Yang, Ke Nunthasen, Waraporn Nunthasen, Nirote Sinnarong — Tue, 15 Oct 2024 00:00:00 +0700

Digital finance, leveraging advanced digital technologies such as big data and artificial intelligence, profoundly influences the process of corporate technological innovation and significantly impacts the quality of economic development. This paper examines the impact and mechanism of digital finance on corporate technological innovation by matching the Peking University Digital Inclusive Finance Index (2011-2022) provincial data with data from Chinese A-share listed companies. Using bidirectional fixed effects models and mediation effect models for empirical analysis, the study finds that digital finance significantly promotes corporate technological innovation, and this conclusion remains robust after robustness tests. Digital finance enhances technological innovation by alleviating financing constraints, with financing constraints mediating this process. The impact of digital finance on technological innovation varies by scale and industry, with its effect being more pronounced for small and medium-sized enterprises and high-tech firms. This research contributes to providing more efficient financial support for corporate technological innovation through digital finance. It offers new insights for optimizing the development of digital finance and formulating targeted policies for technological innovation.

Providing Knowledge on How to be a Good Performance Host to Support Creative Community Tourism, Tha Mai Sub district, Chum Saeng District, Nakhon Sawan Province

Thanida Jomyim, Pratsanee Naiyananon, Tiyaporn Luangpipat — Wed, 16 Oct 2024 00:00:00 +0700

This research aims to 1) study how to provide knowledge on being a good host to help learners understand tourist behavior and expectations, 2) explore guidelines for community development to establish a friendly social system with local scholars, outstanding attractions, and unity to promote creative community tourism, and 3) investigate approaches to apply knowledge of being a good host in developing creative community tourism by understanding tourist needs, using technology, adjusting activities, and building sustainable relationships. A mixed-method approach was employed, comprising quantitative and qualitative methods. Quantitative research instruments included questionnaires and knowledge and understanding tests, while qualitative methods involved in-depth interviews, observations, and focus group discussions. The sample consisted of 40 villagers from the Tha Mai Subdistrict and 10 key informants. The findings revealed that a good host must possess knowledge of tourism and service work, including an understanding of community information, skills in welcoming and taking care of tourists, safety management, cultural heritage conservation, and comprehensive facilities. They must understand the behavior of tourists in the new normal era and be able to recommend appropriate activities and tourist attractions. Increased community participation is a crucial factor that will help promote excellence, generate income, and add value to the local area in a sustainable manner. Policy recommendations include that government agencies should formulate tourism development plans, promote knowledge provision, develop tourism personnel, as well as develop marketing and public relations for sustainable community tourism.

The Relationship Between Offender and Victim Rights: A Case Study of Juvenile Involvement in Armed Groups

Tirawat Pratumthong — Tue, 15 Oct 2024 00:00:00 +0700

This article is part of a thesis on Children's Rights in the Context of Violence in the Southern Border Provinces Region of Thailand: A Case Study of Children at Risk of Joining Armed Groups. The legal status of children involved in, and at risk of joining, armed groups is analyzed. The question examined is whether children engaged in armed groups should be attributed the status of offender or crime victim, insofar as children so involved may later commit crimes as offenders. In addition to studying action and its consequences, this article offers a retrospective look at the origins of juvenile involvement in armed groups. Results show that children involved in armed groups and assigned to perform actions have been abused by the groups because enlistment or solicitation of children is a crime under international law. Children involved in armed groups have two overlapping statuses: offenders and crime victims, each of which affects their entitlements differently. From the issue of determining the status of children involved in such armed groups internationally, a central basis for assessing the status of such children should be considered a dual identity with undefined status, with one status solely attributed to the child.

Psychology in Caring for the Elderly

Jirat Chuanchom, Passarin Korlertvorapong, Patumporn Pogard — Tue, 15 Oct 2024 00:00:00 +0700

This academic article aims to present the application of psychology to the elderly. The aging society has become an important issue in Thai society because Thailand is about to enter an aging society. Entering the elderly will undergo physical changes such as illness and deterioration of various systems in the body. As a result, it causes a feeling that self-worth has decreased due to the changes that have occurred. It will be born from the psychological side. As follows: 1) There are serious events that affect the feelings, such as the loss of a loved one; and 2) lack of care from the family. Family members should try to adapt to understand people at this age. Activities that are suitable for the elderly so that they can live happily. Activities to promote knowledge for the elderly Traditional and religious activities and exercise activities. In addition, it was found that the elderly have adapted to maintain their mental and social well-being by participating in community activities and religious beliefs. In addition, promoting and creating a sense of self-worth for the elderly or having a goal in life is considered important for living. The consequences of caring for the elderly affect their physical and mental health. It consists of happiness, enjoyment, gracefulness, enlightenment, and peace.