RMUTI Journal Humanities and Social Sciences

Factor Analysis of Digital Organization Characteristics of Schools Under Secondary Educational Service Area Office Chonburi Rayong

2025-04-10T14:00:56+07:00

The research article aimed to analyze factor of digital organization characteristics of school under secondary educational service area office Chonburi Rayong The sample population consisted of 13 school administrators and 287 teachers, totaling 300 individuals. The sample size was determined using Hair's component weight approach, which suggests a minimum sample size of 250 when the component weight is 0.35. To account for potential data loss, an additional 20% was added, resulting in a total sample size of 300. The research instrument was a questionnaire designed to assess the digital organizational characteristics of school. The questionnaire exhibited a satisfactory item-total correlation coefficient ranging from 0.60 to 1.00. Data analysis was conducted using exploratory factor analysis with varimax rotation. The results revealed four underlying dimensions of digital organizational characteristics: 1) Digital Organization Management), 2) Digital Manpower 3) Digital Adoption, and 4) Data-Driven Collaboration. Together, these four factors accounted for 64.093% of the total variance which each component describes the variance at a percentage of 17.883, 16.569, 16.099, and 13.543, respectively.

Factors Influencing the Decision to Purchase Dietary Supplements Online Among Elderly People in Suphanburi Province

2025-03-06T09:55:26+07:00

This research aimed to study the marketing mix factors and technology acceptance factors influencing the decision to purchase dietary supplements online among the elderly in Suphanburi Province. The sample consisted of 400 elderly individuals, and data were collected using questionnaires. The data were analyzed using statistical methods such as frequency, percentage, mean, standard deviation, and multiple regression analysis. The results revealed that most respondents were female, had an income of less than 10,000 baht per month, and had an education level below a bachelor’s degree. The respondents' overall opinions on the marketing mix factors, technology acceptance factors, and purchasing decisions were at a high level. Additionally, hypothesis testing showed that the marketing mix factors, including product, price, distribution channels, and marketing promotion, as well as the technology acceptance factor of perceived ease of use, significantly influenced the decision to purchase dietary supplements online among the elderly at the 0.05 significance level. These findings provide valuable insights for developing marketing strategies and promoting technology acceptance to enhance the accessibility of dietary supplements online for the elderly
more effectively.

Motivations Promoting Electronic Word-of-Mouth in Slow Bar Coffee Businesses in Khon Kaen Province

2025-06-11T09:15:04+07:00

This research aimed to: (1) study the general information and service usage behavior of customers of slow bar coffee businesses in Khon Kaen Province; (2) examine the motivations for using the services and engaging in electronic word-of-mouth (eWOM) regarding slow bar coffee businesses in Khon Kaen Province; and (3) analyze the motivations that promote electronic word-of-mouth about slow bar coffee businesses in Khon Kaen Province. The sample consisted of 400 customers of slow bar coffee businesses in Khon Kaen. The research instrument was an online questionnaire. Data were analyzed using descriptive and inferential statistics. The findings revealed that most respondents were male, aged between 18 - 25 years, students, with an average monthly income of 9,001 - 15,000 baht. They frequented the coffee businesses 1–2 times per week and spent less than 100 baht per visit. The overall motivation to use the services of slow bar coffee businesses was rated at a high level. When considering each aspect individually, all dimensions were rated highly: perceived quality (= 4.36), sense of atmospheric immersion (= 4.14), and feeling of a slower pace of life (= 4.02), respectively. The level of electronic word-of-mouth among customers of slow bar coffee businesses was also high, (= 4.13). The results of multiple regression analysis using the Enter method indicated that perceived quality, atmospheric immersion, and the feeling of a slower pace of life significantly influenced the motivation to engage in electronic word-of-mouth at statistical significance levels of 0.001 and 0.05. These three independent variables together explained 54.1 % of the variance in the dependent variable (R² = 0.541).

The Service Marketing Mix and Service Quality Influence the Purchase Decision of Food from University-Based Restaurants in Chanthaburi Province

2025-06-11T09:17:41+07:00

This study aimed to (1) examine the influence of service marketing mix factors on the purchase decisions of food from university-based restaurants in Chanthaburi Province, and (2) investigate the influence of service quality on the purchase decisions of food from these restaurants. The sample was drawn from students at a university in Chanthaburi. Given the known population size, a sample of 305 respondents was determined using Cochran’s formula Data was collected through an online questionnaire. Descriptive statistics, such as frequency and percentage, were used to describe demographic characteristics, while the mean and standard deviation were used to analyze service marketing mix factors, service quality factors, and purchase decision factors. Inferential statistics were applied to examine the influence between independent and dependent variables using multiple regression analysis at a 95 % confidence level to test the hypotheses. The findings of this study indicate that: (1) Among the components of the service marketing mix, the dimensions of people, physical evidence, promotion, product, and price exert a statistically significant influence (p<0.05) on consumers' decisions to purchase food from university-based restaurants in Chanthaburi Province. Conversely, the dimensions of place (distribution channels) and process do not exhibit statistically significant effects. (2) Regarding service quality factors, the dimensions of responsiveness, assurance, empathy, and tangibility are found to significantly affect purchasing decisions at the 0.05 level of significance, whereas the reliability dimension does not demonstrate a statistically significant impact. The findings suggest that among the components of the service marketing mix, the personnel factor has the greatest impact on customer satisfaction. Meanwhile, customer responsiveness emerges as the most critical determinant of service quality. These insights can be applied by business operators as strategic guidelines for future business operations.

The Impact of Environmental, Social and Governance Disclosure on Investor Confidence and Economic Value Added: Empirical Evidence from Listed Companies on the Market for Alternative Investment (mai)

2025-07-17T09:39:30+07:00

The purpose of this study is to examine the impact of Environmental, Social, and Governance (ESG) disclosure on investor confidence and economic value added (EVA) with a particular focus on the mediating role of investor confidence. The sample comprises 116 listed companies on the Market for Alternative Investment (mai) between 2021 and 2023, resulting in a total of 348 firm-year observations. Secondary data were collected from 56-1 and sustainability reports of the SETTRADE database. The Statistics used for analyzing were descriptive statistics analysis, Pearson correlation coefficients analysis, multiple regression analysis, and PROCESS Macro Model 4 with bootstrapping techniques. The findings indicate that ESG disclosure has a statistically significant positive effect on investor confidence. However, ESG disclosure does not directly influence economic value added. Investor confidence, in contrast, significantly affects economic value added at the 0.10 significance level and serves as a full mediator in the relationship between ESG disclosure and EVA. This study contributes to the existing literature by offering a fresh perspective on the role of ESG disclosure in determining firm value, particularly within the context of the Market for Alternative Investment (mai). The results underscore the importance for both businesses and investors to consider ESG factors in investment decisions. Moreover, the findings highlight the value of transparent reporting in reducing stakeholder risk, supporting informed decision-making, and promoting sustainable business practices.

Trends in Strategic and Creative Techniques for Visual Advertising in Digital Media

2025-07-29T11:06:44+07:00

This research explores how the transformation of media technology influences the use of imagery in advertising and analyzes current trends in visual strategies and production techniques in the context of digital media. A qualitative research methodology was employed, using in-depth interviews with six advertising professionals, each with over 10 years of industry experience. The findings reveal that digital media particularly social media platforms, have significantly reshaped the advertising landscape, influencing production workflows, creative turnaround times, content budgeting, and approaches to image design. Effective advertising visuals in the digital era must be flexible, clear, quickly comprehensible, and tailored to platform-specific formats and audience behaviors. Key findings highlight the growing importance of visual storytelling, the strategic deployment of key visuals to ensure brand consistency, and the alignment of imagery with stages of the customer journey. Furthermore, artificial intelligence (AI) tools have become integral in streamlining content production and enabling rapid experimentation with creative styles. This study offers practical and academic insights for advertisers seeking to enhance their visual communication strategies in alignment with the dynamics of digital consumer
behavior.

A Causal Relationship Model Impacting the Job Performance of Support Personel at Rajamangala University of Technology Isan

2025-07-21T11:26:22+07:00

The objectives of this research were: 1) to study motivation factors, maintenance factors, risk factors, and job performance of supporting staff at Rajamangala University of Technology Isan, and 2) to examine the influence of motivation factors, maintenance factors, and risk factors on job performance of the supporting staff. The sample group consisted of 400 supporting staff members from four campuses: Nakhon Ratchasima, Khon Kaen, Sakon Nakhon, and Surin. The research instrument used was a questionnaire. Data were analyzed using frequency, percentage, mean, standard deviation, and causal relationship modeling. The findings revealed that: 1) Job performance was rated at a high level, with an overall mean of 4.23, covering quality of work, quantity of work, timeliness, cost, and efficiency. Risk factors were rated at a high level, with an overall mean of 4.16, including strategy, operations, finance, and regulations. Motivation factors were also rated at a high level, with an overall mean of 4.14, covering career advancement, nature of work, achievement, responsibility, and recognition. Maintenance factors were rated at a high level, with an overall mean of 4.09, consisting of welfare, job security, relationships, and safety. 2) The analysis of influencing factors showed that motivation and maintenance factors had an indirect influence on job performance through risk factors, while risk factors had a direct influence on job performance. However, motivation and maintenance factors did not have a direct influence on job performance.

The Influences of Artificial Intelligence Competence and Innovative Teaching on Learning Outcomes

2025-07-09T13:45:45+07:00

The objectives of this research aim to analyze the influences of artificial intelligence competence and innovative teaching on learning outcomes. The research tool used was a questionnaire. The researcher collected 702 respondents of the administrators and teachers before analyzed by multiple regression analysis. The research results found that the components of artificial intelligence competence in terms of pedagogical knowledge, technological content knowledge, technological knowledge, technological pedagogical knowledge and content knowledge are able predict to innovative teaching significantly and simultaneously at R2 = .89, F = 9.34 (Sig .002). Besides, innovative teaching predicted significantly to learning outcome R2 = .89, F = 15.09 (Sig .000). However, the research results concluded that learning outcomes level will be higher because of the influences of artificial intelligence competence on innovative teaching development.

Logistics as a Brand Lever: Exploring Service Delivery and Perception in Bangkok’s Luxury Hotel Sector

2025-08-25T15:51:19+07:00

This research explored the relationship between logistics practices and brand perception in the luxury hotel industry in Bangkok, Thailand. The study focused on how logistical elements such as supply chain coordination, service responsiveness, and back-of-house operations which influence guest’s perceptions of luxury and brand value. Using a qualitative content analysis approach, data were collected from the official websites, social media pages (e.g., Hotel’s Facebook page), and online reviews (e.g., Agoda, hotels.com, booking.com) of more than 10 prominent luxury hotels in Bangkok, complemented by review of over 15 related academic publications both research papers and academic papers. The findings reveal that effective logistics practices, especially those related to consistent service delivery, personalisation, and responsiveness which play a critical role in enhancing brand trust, uniqueness, and perceived worth. Furthermore, the study highlighted the tension between global standards and local cultural expectations, requiring hotels to balance brand consistency with authentic Thai hospitality. The study contributes to the existing literature by applying logistics theory in a service-oriented luxury context and offering practical insights into strategic logistics planning to reinforce brand identity.

Strategies and Business Innovations for the Competitive Advantage of Hotel Business in Thailand

2025-04-09T13:37:27+07:00

This article aims to analyze the business strategies and innovations for competitive advantage in the hotel industry in Thailand, focusing on creating experiences and enhancing service value for hotel businesses. This is considered a critical factor in ensuring the survival of hotel businesses in the digital era by presenting comprehensive marketing and public relations approaches. These include marketing through influencers' perspectives, as well as collaborations between hotels and other renowned businesses to create networks and expand customer bases. Additionally, business expansion by leveraging existing products' reputation and quality can transform them into new business models, increasing product and service value to establish a competitive edge. Therefore,
the business innovation models, relying on new marketing and public relations strategies, serve as a key factor in generating revenue and profits for hotel operations in the digital era, while also enhancing customer satisfaction, which is the ultimate outcome of hotel business operations.