Southeast Bangkok Journal (Humanities and Social Sciences)

THE CHARACTERISTICS OF INFLUENCERS AFFECTING THE CUSTOMERS’ INTENTION TO PURCHASE HEALTH PRODUCTS IN BANGKOK AND ITS SUBURBS

Chariya Sricharoon — Mon, 24 Nov 2025 00:00:00 +0700

This research aimed to 1) investigate the characteristics of Influencers and consumers' purchase intention towards health products and 2) examine the influence of Influencer characteristics on consumers’purchase intention towards health products. The sample were 390 consumers in Bangkok Metropolitan Region. The research instrument was an online questionnaire. Data analyses were percentages, means, standard deviations, and stepwise multiple regression analysis. The results revealed that 1) the overall level of opinions regarding the Influencer characteristics and the purchase intention of the customers of health products were high 2) the correlation coefficients between influencer characteristics in terms of attractiveness, trustworthiness, expertise, respect, and similarity, and purchase intention towards health products (Y) ranged from 0.536 to 0.606, which had positive relationship. The multiple regression equations represented the influencer characteristics on customers’ purchase intention (Y) in both raw scores and standardized scores as follows:

Raw Score Equation:

Y = Constant + 0.166 (Respect) + 0.190 (Similarity) + 0.13 (Trustworthiness)

Standardized Score Equation:

Z = 0.216 (Respect) + 0.284 (Similarity) + 0.289 (Trustworthiness)

GUIDELINES FOR ALLOCATING WELFARE BENEFITS TO ENHANCE EMPLOYEE SATISFACTION AT AN AUTO PARTS MANUFACTURING COMPANY IN THE EASTERN SEABOARD INDUSTRIAL ESTATE, CHONBURI PROVINCE

Sucharat Somyathawee, Khemmaya Kiniman, Paratchanun Charoenarpornwattana — Mon, 24 Nov 2025 00:00:00 +0700

This research aimed to 1) explore employee satisfaction and welfare benefit needs, 2) compare employee satisfaction and needs for welfare benefits based on personal factors. 3) investigate the guidelines for allocating welfare benefits to enhance employee satisfaction at an auto parts manufacturing company located in the Eastern Seaboard Industrial Estate, Chonburi Province. The sample was 120 employees, and a mixed-methods research design was employed. The instruments were a questionnaire and in-depth interviews. The results showed that 1) the overall level of employee satisfaction with welfare benefits was moderate. Health and hygiene welfare, was the highest, followed by safety welfare, education welfare, economic welfare, and social and recreational welfare. Meanwhile, the overall level of welfare benefit needs was high. Economic welfare was the highest, followed by safety welfare, social and recreational welfare, education welfare, and health and hygiene welfare. 2) There were significant differences in employee satisfaction with welfare benefits based on gender, department, years of service, employee type, and type of employment contract. There were differences in employee needs for welfare benefits based on gender. 3) the guidelines for welfare provision to enhance employee satisfaction were developing a transparent compensation system, supporting educational expenses and skills training, providing health-related welfare benefits, organizing recreational activities to foster employee relationships, and implementing workplace safety measures.

A STUDY OF INFORMATION TECHNOLOGY ACCEPTANCE AND INFORMATION TECHNOLOGY SYSTEM QUALITY AFFECTING THE EFFICIENCY OF SERVICE FEE AND REGISTRATION FEE PAYMENTS AT THE TREASURY OFFICE, SOUTHEAST BANGKOK UNIVERSITY

Annapa Saithong, Gesorn Kongsumpao, Arichai Phetkul, Suraphan Chaonuea — Mon, 24 Nov 2025 00:00:00 +0700

This research aimed to investigate the factors affecting the efficiency of service fee and registration fee payments at the Treasury Office, Southeast Bangkok University. The study focused on three main issues: 1) differences in personal factors such as gender, age, academic year, and faculty; 2) acceptance of information technology; and 3) the quality of the information technology system. The sample was 400 students. The instrument was a questionnaire. The statical analyses were One-way ANOVA and multiple regression. The research findings revealed that the respondents demonstrated the highest levels of technology acceptance and satisfaction with system quality. Among the students’ personal factors overall, gender, age, and academic year affected the efficiency of service fee and registration fee payments at the 0.05 significance level. Additionally, technology acceptance had a positive influence on the efficiency of service fee and registration fee payments at the Treasury Office. Trust was the highest, followed by perceived ease of use, perceived risk, and perceived usefulness, explaining 73.00% of the variance. Furthermore, the quality of the information technology system also had a positive influence on the efficiency of service fee and registration fee payment at the Treasury Office. Information quality was the highest, followed by system quality, and service quality, accounting for as much as 77.50% of the variance, at the 0.05 significance level.

FACTORS AFFECTING THE SUCCESS OF INTERNAL QUALITY ASSURANCE OPERATIONS IN SCHOOLS UNDER THE SECONDARY EDUCATIONAL SERVICE AREA OFFICE SAMUT PRAKAN

Tanapat Muaklam, Pusit Wonglek — Mon, 24 Nov 2025 00:00:00 +0700

This research aimed to 1) study levels of factors affecting the success of internal quality assurance (IQA) operations in schools 2) study the internal quality assurance operations of schools 3) study the relationship between the factors affecting success and the internal quality assurance operations of schools, and 4) study the factors affecting the success of internal quality assurance operations of schools under The Secondary Educational Service Area Office Samut Prakan. The sample group consisted of 334 teachers from 25 schools. The sample size was determined and proportional stratified random sampling based on school size was employed. The research instrument was a questionnaire. Data were analyzed using percentages, means, standard deviations, Pearson's product-moment correlation coefficient, and stepwise multiple regression analysis. The research findings revealed that 1) Levels of factors affecting the success were at a high level overall. 2) The internal quality assurance operations of the schools were at a high level overall. 3) The overall factors affecting success had a very high positive correlation with the internal quality assurance operations of the schools, with statistical significance at the 0.01 level. 4) The factors affecting the success of internal quality assurance operations in the schools were organizational culture, management, personnel, and information systems and educational resources. These factors collectively predicted 84.40% of the variance in the success of internal quality assurance operations in schools under The Secondary Educational Service Area Office Samut Prakan.

COMPETENCY IN BASIC FIRST AID AND BASIC LIFE SUPPORT OF VILLAGE HEALTH VOLUNTEERS (VHV) IN NONG PHAI SUBDISTRICT, NONG PHAI DISTRICT, PHETCHABUN PROVINCE

Dara Sawatnatee, Saroj Nakju — Mon, 24 Nov 2025 00:00:00 +0700

This study is a cross-sectional survey. The purposes were to 1) examine the level of competency in basic first aid and basic life support and 2) to compare the level of competency in basic first aid and basic life support. The sample was 140 village health volunteers (VHVs) in Nong Phai Subdistrict, Nong Phai District, Phetchabun Province. The instrument was a questionnaire. The statistical analyses were frequency, percentage, mean, standard deviation, t Test, and ANOVA. The results showed that the overall competency level in basic first aid and basic life support among VHVs was high. Competencies in sustainable social participation, strong performance as a VHV, and communication skills were all high, respectively. VHVs with different gender, education level, occupation, and experience in providing basic first aid had statistically significant differences in competency levels in basic first aid and basic life support at the 0.05 level. For VHVs with differences in age, income, years of experience as a VHV, prior training in basic first aid, and the ability to use mobile phones to search for information, their levels of competency in basic first aid and basic life support were not different at the 0.05 statistical significance level

ENGLISH ORAL COMMUNICATION PROBLEMS AND COMMUNICATION STRATEGIES AMONG THAI UNIVERSITY STAFF

Nathawadee Sirivat — Mon, 24 Nov 2025 00:00:00 +0700

This study aimed to 1) identify the language functions commonly used by university staff when serving international students and instructors, 2) examine English oral communication problems encountered by Thai university staff, and 3) explore strategies used to overcome these problems. A mixed-methods approach was employed, involving questionnaires and semi-structured interviews with 60 staff from 13 departments across one public and one private university in Bangkok. The Google Forms questionnaire was used as the main tool for providing and collecting data and was distributed to all 60 participants. The questionnaire covered demographic information, English language functions, oral communication problems in listening and speaking, and communication strategies. Upon completion of the questionnaire, twelve participants were purposively selected for in-depth semi-structured online interviews focusing on their roles, frequency of English use, communication challenges, and strategy use. Quantitative data were analyzed using descriptive statistics, while qualitative data underwent thematic analysis. Findings indicated that 1) explaining and clarifying were the most frequently used language functions. 2) Major listening difficulties stemmed from unclear pronunciation and varied non-native accents, while speaking problems were mainly related to grammar and sentence structure, often due to direct translation from Thai. 3) Commonly adopted strategies included asking speakers to slow down, repeating key points, paraphrasing, and occasionally using translation tools. These results suggest the need for targeted English training programs tailored to real-world communication needs. The findings also provide valuable insights for university administrators seeking to enhance international communication and support staff development in higher education contexts.

BEHAVIOR AND SATISFACTION OF THAI TOURISTS TOWARD TOURISM AT SI THEP HISTORICAL PARK, A WORLD HERITAGE CITY

Mon, 24 Nov 2025 00:00:00 +0700

The purposes of this study were to 1) investigate the travel behavior of Thai tourists visiting Si Thep Historical Park, and 2) examine tourist satisfaction based on the 6A components of tourism: Attraction, Accessibility, Amenities, Accommodation, Activities, and Ancillary Services. Data were collected using questionnaires from 400 Thai tourists and analyzed using descriptive statistics and hypothesis testing through t-tests and ANOVA. The findings revealed that 1) most tourists were female, aged between 36–50 years, held a bachelor’s degree, worked in the private sector, earned an average monthly income of no more than 15,000 baht, and were residents of the central region of Thailand. In terms of travel behavior, most traveled with family for leisure during holidays, using private cars, staying overnight, and spending more than 2,500 baht per person on average. There was a highest relationship between monthly income and tourist behavior. 2) the tourist satisfaction was high, particularly in the “Attraction” dimension, such as the beauty of the archaeological site. However, certain “Amenities” such as travel businesses, meeting services, banking services, and traditional costume rental points received moderate satisfaction. Age and region of origin had a statistically significant influence on tourist satisfaction at the 0.05 level. The recommendations are: 1) improve facilities, develop mobile applications and tourist service centers, and connect the site with other World Heritage routes; 2) establish strategies to develop cultural tourism and nearby community areas, considering the target group context, in order to create meaningful and sustainable experiences.

A CAUSAL MODEL OF DIGITAL INNOVATION DEVELOPMENT AFFECTING THE OPERATIONAL PERFORMANCE OF RETAIL BUSINESSES IN THAILAND

์Noppadon Sittilears, Boonsom Ratsameechot, Patthanan Tangwannawit — Mon, 24 Nov 2025 00:00:00 +0700

A Causal Model of Digital Innovation affecting the operational performance of retail businesses in Thailand is a documentary research study. This study aims to construct a causal model of digital innovation that affects the operational performance of retail businesses in Thailand and to examine the relationships among digital capabilities, digital orientation, digital transformation, digital innovation, and operational performance within the Thai retail sector. This article presents a synthesized research conceptual framework that integrates these key variables and analyzes the interrelationships among various factors influencing the operational performance of retail businesses in Thailand. Finally, this article proposes a conceptual framework derived from literature review that demonstrates the significance of implementing digital innovation in business operations to enhance the operational efficiency of Thailand's retail sector in the digital economy era.

HUMAN RESOURCE MANAGEMENT OF ORGANIZATION AND AWARENESS OF FUTURE CONSEQUENCES OF INDIVIDUALS AND ETHICAL WORK BEHAVIOR OF EMPLOYEES AT AN INSURANCE COMPANY

Ratchaneephorn Klongklaw, Phattharach Kaewpaingam, Katekanok Sapim — Mon, 24 Nov 2025 00:00:00 +0700

The purposes of this study were to 1) examine the relationship between human resource management and the ethical work behavior of employees at an insurance company 2) explore the relationship between individuals’ awareness of future consequences and the ethical work behavior of employees at an insurance company 3) investigate the ability to predict the ethical work behavior of employees at an insurance company of human resource management and awareness of future consequences of individuals and to study the relationship between human resource management. The sample was 358 employees from an insurance company using convenience sampling. The statistics analyses were mean, Pearson's correlation coefficient, and multiple regression. The results showed that 1) employees of an insurance company who had a high awareness of the organization's human resource management exhibited overall high ethical work behavior 2) employees who had a high awareness of the future consequences of their actions exhibited high ethical work behavior. 3) human resource management and individuals’ awareness of future consequences can jointly predict only 27.3 percent of ethical work behavior.

NET-ZERO CARBON TOURISM MANAGEMENT

Kanokwan Srikhwan, Jutharat Laopram, Tuangkarn Wattabun — Mon, 24 Nov 2025 00:00:00 +0700

This purpose of this academic article was to analyze policies and practices related to the management of net-zero carbon tourism in Thailand by employing the “LOW CARBON MODEL,” a conceptual framework developed from synthesized data. The model comprises nine key components: 1) Location – identifying target areas for tourism route development; 2) Objective – setting activity goals to reduce carbon emissions; 3) What is Carbon Footprint – building understanding of carbon footprints; 4) Collect Data – gathering data on tourism-related activities; 5) Approach – calculating carbon emissions based on international standards and scopes; 6) Reduce – minimizing energy use and carbon emissions in tourism activities; 7) Balance – balancing tourism activities and carbon emissions; 8) Offset – offsetting residual carbon emissions that cannot be reduced; and 9) Neutrality – communicating the value of net-zero carbon tourism. The results showed that collaborative management involving multiple sectors government agencies, local administrative organizations, private enterprises, communities, and tourists were crucial to the success of carbon neutral tourism policies. Key factors included public education, the adoption of appropriate technologies, the establishment of standardized guidelines, and ongoing policy support. The LOW CARBON MODEL thus served as a strategic framework for planning and managing tourism with a focus on environmental impact reduction, contributing to long-term sustainability at both local and national levels.

The Courage to Be Disliked

Yaowapanee Rodpech — Mon, 24 Nov 2025 00:00:00 +0700