Rattanakosin Journal of Social Sciences and Humanities

The Study of the Language Style of Anon Saeteng on the Topaanon Channel in the TikTok Application

Kamonwan Limjatsadapong — Sun, 31 Dec 2023 00:00:00 +0700

This article aims to study the language style of Anon Saeteng on the Topaanon channel of the TikTok application, spanning 134 clips, using documentary research methodologies. The study identified 10 aspects of Anon Saeteng’s language style, listed in descending order of frequency: 1) Rhyming words - 68.64%, 2) Reduplicated words - 17.24%, 3) Expressive emotional words - 3.78%, 4) Foreign words - 2.46%, 5) Implied words - 2.13%, 6) Slang words - 1.97%, 7) Dialect words - 1.81%, 8) Abbreviated words - 0.82%, 9) Rude words - 0.66%, and 10) Onomatopoeic words - 0.33%. The findings of this research can contribute to the study of language style and can be applied in creating language-based artistic works.

Development of Augmented Reality (AR) Technology to Enhance Thinking Skill for Higher Education Students

kongkieat Hirankerd, Nattapakal Kittisunthonphisarn, Pornsawan Amornsakchai — Sun, 31 Dec 2023 00:00:00 +0700

The purposes of this research were; to develop Augmented Reality (AR) technology media to improve thinking skills of higher education students, to compare student achievement through Augmented Reality (AR) technology before and after studying, and to compare the academic achievement of students with different levels of thinking. A quasi-experimental research method was used with a sample of 30 students who were selected through simple random sampling. Data analysis was conducted using mean, standard deviation, t-test, and one-way ANOVA. The results can be summarized as follows. 1) The mean academic achievement score of students using AR technology before learning was 19.16, and the mean academic achievement score after learning was 25.33, which was higher than before learning. 2) The academic achievement score of students using AR technology after learning was significantly higher than before learning at the 0.05 level 3) The academic achievement score of students using AR technology to develop different levels of critical thinking was not significantly different.

The Creative Leadership and School Administration of School Administrators Under The Office of Pathom Dvaravati

Sun, 31 Dec 2023 00:00:00 +0700

This research aims to: 1) study the level of creative leadership and administration of educational administrators, 2) examine the level of administration by educational administrators, and 3) investigate the relationship between creative leadership and administration of educational administrators. The research is conducted in a survey format, utilizing a questionnaire as a research tool. The sample group consists of 113 teachers from the educational region group of Pathom Dvaravati in the academic year 2022, selected using the Krejcie and Morgan formula, with a simple random sampling method. The collected data is analyzed using descriptive statistics, including frequency distribution, percentage, mean, standard deviation (S.D.), and Pearson's correlation coefficient. Additionally, content analysis is applied to the gathered questionnaire data. The research findings indicate that: 1) the level of creative leadership and administration of educational administrators in the specified group is at a high level, 2) the overall level of administration by educational administrators is also at a high level, and 3) there is a statistically significant positive relationship between creative leadership and administration of educational administrators at a significance level of 0.01.

The Loyalty of Consumers to Revisit Premium Coffee Shops in Bangkok Metropolitan Region

Sarawut Toanun, Dararat Sukkaew — Sun, 31 Dec 2023 00:00:00 +0700

The objectives of this study are (1) to identify the factors influencing consumer satisfaction with premium coffee shop services in the Bangkok Metropolitan Region and (2) to determine the factors that impact consumers' decisions to revisit premium coffee shop services in the same region. The conceptual framework of this research is based on the conceptual framework of American Customer Satisfaction Index, Electronic word-of-mouth communication and Revisit. A simple random sampling technique was applied to select 404 from users of premium coffee shop services in order to answer the self-reported questionnaire. Data were analyzed using a Linear Regression model. The research findings are as follows: (1) Factors influencing the satisfaction level of consumers using premium coffee shop services include Image, Customer Expectation, Perceived Value, and Perceived Quality. (2) Factors affecting the decision to revisit premium coffee shop services place significant importance on Loyalty as a key factor. Therefore, a premium coffee shop business should strive to create a positive image to satisfy consumers. When consumers experience satisfaction and word-of-mouth, it results in positive feelings, prompting consumers to come back and use the service more frequently.

Analysis of Consumers' Willingness to Pay for Triathlon Products

Rawipa Puden — Sun, 31 Dec 2023 00:00:00 +0700

This research aims to analyze the willingness to pay of consumers for sports apparel sets. The objectives are as follows: 1) To study the willingness to pay of consumers for sports apparel sets, 2) To examine the consumer behavior of willingness to pay for sports apparel sets in the Bangkok metropolitan area and its suburbs, and 3) To investigate the problems and obstacles in distributing sports apparel sets in the Bangkok metropolitan area and its suburbs. The research sample consists of 100 consumers of sports apparel sets in Bangkok and its suburbs. The data was collected through an online questionnaire using Google Forms, and statistical analysis was conducted using frequency, percentage, and average values. The research findings indicate that the group of consumers with a willingness to pay for sports apparel sets is at the price range of 3,001-5,000 Baht, predominantly male, aged between 31-40 years, with an educational background of vocational diploma/bachelor's degree, and employed in the private sector with an average monthly income of 25,001-30,000 Baht. Influential factors on consumer willingness to pay for sports apparel sets include price, product features, marketing promotions, and demographic characteristics. The study reveals that differences in gender, age, education, occupation, and average monthly income have an impact on consumer willingness to pay for sports apparel sets.