Sripatum Chonburi Academic Journal

FACTORS ASSOCIATED WITH BANGKOK PEOPLE’S DECISION TO PURCHASE PERSONAL ELECTRIC CARS

Chujai Suphaphattharaphisan — 2024-01-26

The purposes of this study were to investigate 1) factors affecting Bangkok consumers' purchasing decisions on electric vehicles, 2) marketing mix factors affecting Bangkok consumers' purchasing decisions on electric vehicles, and 3) the relationships between variables affecting Bangkok consumers' purchasing decisions on electric vehicles. The sample group consisted of 400 participants selected by simple random sampling. A questionnaire with a reliability coefficient of .82 was employed as the research tool in this study. The data were examined using frequency, percentage, mean, standard deviation, and the Pearson Product Moment Correlation Coefficient.

It was found that general acceptance of innovations was high in all criteria, with the highest levels including interest in innovation, innovation evaluation stage, and innovation perception. Every component of the marketing mix—marketing promotion, product, distribution channels, and prices—was at a high level. The findings of hypothesis testing indicated that factors like innovative acceptance influenced Bangkok people’s purchasing decisions on electric personal vehicles (EVs). The marketing mix influenced Bangkok people's decision to purchase electric personal vehicles (EVs).

EVENT MARKETING AND THE IMAGE OF THE ORGANIZATION TOWARDS THE ATTITUDE AND CONSUMERS PURCHASE DECISION ON CONDOMINIUMS: A CASE STUDY OF KAVE CONDO

Piyarat Mahitthanonth — 2024-04-02

The objectives of this research were to study 1) the factors of event marketing that affected the image of the organization, 2) the factors of event marketing that affected consumers’ attitudes, 3) the factors of the image of the organization factors that affected consumers’ attitudes, and the attitude factors that influenced consumers’ purchasing decisions. The samples of the research selected by Convenience Sampling Method were 400 Campus Condo consumers at Kave Condo, who answered an online Google Form questionnaire sent through the Line platform. The data were analyzed by the Frequency, Percentage, Mean, Standard Deviation and Stuctural Model on SmartPLS program. The research findings were as follows: 1) Event marketing affected consumers’ attitudes, 2) Event marketing did not affect the image of the organization, 3) The image of the organization affected consumers’ attitudes, and 4) Attitudes influenced consumers’ purchasing decisions at the .05 level of statistical significance.

RELATIONSHIP BETWEEN MARKETING FACTORS EFFECTING SPA MASSAGE SEVICE CHOOSING IN SOI ARI AREA, PHAYATHAI DISTRICT, BANGKOK OF THAI PEOPLE

Poonsup Setsri — 2024-02-09

The purposes of this quantitative research were to study the relationship between marketing factors affecting spa massage service choosing in Soi Ari, Phaya Thai District, Bangkok of Thai people and the relationship between market factors and the choice of spa massages in Soi Ari. The sample groups were 400 Thai people. The researcher collected data by using the questionnaire having a confidence level of .86. The analysis method employed descriptive statistics including frequency, percentage, mean, standard deviation and pearson correlations moment correlation coefficient with a significance of .05.

It was found that most Thai people using spa massage services were female between 20-30 years of age who were employed by private companies and held bachelor’s degrees. Regarding the study of market factors affecting Thai people's choice of spa massage services in Soi Ari area, Phaya Thai District, Bangkok, the service process factor of spa shops had the highest level ( =4.48, SD= 0.50), followed by the personnel factor of the spa shop ( = 4.48, SD=0.51).

Regarding the hypothesis test, the relationship between marketing factors and Thai people's choice of spa massage services in Soi Ari area, it was found that the seven marketing factors including product, price, location, promotion, personnel, service process and physical components had relationship with Thai people’s choice of spa massage services at the highest level with .05 statistical significance level.

RETENTION OF EMPLOYEES OF MIKI SIAMESE INTERNATIONAL CO., LTD.

Watcharin Minwonpen — 2024-03-02

The purposes of this study were to 1) determine the factors of employee retention, 2) determine employee retention, 3) compare employee retention by personal data, and 4) determine the factors of retaining employees. It is a quantitative study using 250 questionnaires. The sample group gained by means of simple probability sampling method's draw lots type consisted of employees of Miki Siamese International Company Limited. The statistic used in the study included frequency distribution, percentage, mean, standard deviation, t test, F test (one-way ANOVA), and Multiple Regression Analysis.

It was found that most respondents were female operational employees aged 31-40, with a single marriage status, high school and vocational education, an average monthly income of less than 20,001 baht, and 1-5 years of work experience. The average of the factors of employee retention was high. The personal difference did not affect employee retention at Miki Siamese International Co., Ltd. The employees' learning and development, role of supervisors, career path opportunities, and use of employees’ potential had an effect on the employee retention at the company with statistical significance at the .05 level.

THE POTENTIALS OF WAT RACHA COMMUNITY TO DEVELOP INTEGRATED SUSTAINABLE CREATIVE TOURISM WITH INNOVATION, BASED ON SUFFICIENCY ECONOMY

Wasana Suridechakul — 2024-04-04

This qualitative research aims to the Potentials of Watracha Community to Develop Integrated Sustainable Creatives Tourism with Innovation, Based on Sufficiency Economy. The researcher will select a purposive 32 sampling from 4 groups of informants, government and Private sector, agencies citizens and tourists. The research instruments were in-depth structured interview, with a precision value .90. The data method was Triangulation and content analysis, and SWOT analysis, TOWS Matrix synthesis, which will present the results of the study using Descriptive Analysis.

The results, the Potentials of Watracha Community to Develop Integrated Sustainable Creatives Tourism with Innovation, based on Sufficiency Economy, the physical characteristics of the community, potential for tourism resources of the community, Sustainable resource management of the Watracha community, Community participation potential Tourists and stakeholders of the Wat Racha community and activity potential Learning and cultivating awareness of the Watracha community. It is appropriate to organize creative tourism with innovation based on the sufficiency economy in the community. Because there are tourism resources that can be developed into creative tourism destinations. In addition, the community has a strategic plan for organizing community tourism. It is also possible to organize a One Day Trip to visit the Watracha community.

RELATIONSHIP BETWEEN COMPETENCY AND WORK EFFECTIVENESS OF THE COURT OFFICERS IN RAYONG PROVINCE

Namthip Khunsri — 2024-03-29

The purposes of this research were study: 1) competency of the court officers in Rayong Province, 2) work effectiveness of the court officers in Rayong Province, 3) work effectiveness of the court officers in Rayong Province by personal information, 4) relationship between competency and work effectiveness of the court officers in Rayong Province, and 5) competency affecting work effectiveness of the court officers in Rayong Province. The sample groups selected by stratified random sampling classified by department were 50 court officers in Rayong Province. 50 sets of questionnaires were used as a tool for data collection. Data analysis were frequency, percentage, mean, standard deviation, t test, F test (One-way ANOVA), Pearson Product Moment Correlation, and Multiple Regression Analysis.

The results of the study revealed that competency of the court officers in Rayong Province was overall at most level, their work effectiveness was overall at high level, court officers of different genders affected work effectiveness differently, relationship of their competency and work effectiveness was overall at average level and in the same direction, and competency in terms of accuracy of work affected their work effectiveness.

THE DEVELOPMENT OF ONLINE LESSONS WITH GOOGLE CLASSROOM APPLICATION ON COMPUTER SYSTEM OPERATION FOR SECONDARY 2 (GRADE 8) STUDENTS

Yuwamon Prasretsung — 2024-01-17

The objectives of this research were to 1) develop of online lessons with Google Classroom application on computer system operation for secondary 2 (grade 8) students, 2) study pre-test and post-test academic achievement, and 3) study the students’ satisfaction towards the online lessons with Google Classroom application on computer system operation for secondary 2 (grade 8) students. The samples selected by purposive sampling were 20 8^th grade students taking Computational Science at Sappasamit Bamrung Municipal School. The research instruments consisted of online lessons with Google Classroom application, quality evaluation guide towards media and contents, achievement tests, and evaluation forms of students' satisfaction. The statistics used to analyze the data were standard deviation, and dependent sample t test.

The research results indicated that 1) the online lessons with Google Classroom application on computer system operation had quality of media at very good level with an average of 4.58, quality of contents at very good level with an average of 4.55, and had efficiency criterion of 82/81; 2) the students’ average score of the pre-test was 17.40, while that of the post-test was 24.35. The analysis of t test during and after learning was different at .05 statistically significant level; and 3) the students’ satisfaction towards online lessons with Google Classroom application was at a high level of 4.49.

GUIDELINES FOR ACADEMIC ADMINISTATION OF PRIVATE SCHOOLS AFFILIATED WITH CHONBURI PROVINCIAL EDUCATION OFFICE

Rattanapron Ananpradit — 2024-04-03

The objectives of this research were to study 1) the condition of private schools’ academic administration under Chonburi provincial education office; and 2) development guidelines of private schools’ academic administration under Chonburi provincial education office. The quantitative sample selected using multi-stage sampling method was 196 school administrators and teachers who responded to a questionnaire regarding status and the condition of private schools’ academic administration. The qualitative research sample consisted of ten consultants chosen using a purposive sampling method. The instruments used to collect data were a questionnaire and focus group discussion. The statistics used for data analysis were frequency, percentage, standard deviation, and content analysis.

The research results were found as follows: 1) The current academic administration of private schools was at a high level in all aspects. When each aspect was considered, it was discovered that research was designed to improve the quality of education at educational institutions. It had the highest average, followed by measuring, assessing, and transferring academic outcomes, developing the learning process, and developing the educational institution's curriculum. The lowest average was in educational supervision. 2) The guidelines for academic administration of private schools under Chonburi provincial education office included research for educational quality development, educational supervision, learning process development, school curriculum development, and measurement, evaluation, and transfer of learning outcomes.

LEADERSHIP COMPETENCIES OF PERSONNEL AT PANYAPIWAT INSTITUTE OF MANAGEMENT: CORPORATE UNIVERSITY

Chutinate Buaphuan — 2024-03-29

The purpose of this qualitative research was to study the leadership competencies of personnel at Panyapiwat Institute of Management: Corporate University. Data were collected using focus group discussions with purposively selected key informants, including 41 executives of the agency. The group discussion was scheduled into 2 phases: Phase 1 to determine the leadership competencies of the personnel and Phase 2 to confirm the leadership competencies of the personnel. It was found that leadership competencies of the personnel at Panyapiwat Institute of Management consisted of 5 competencies: 1) Envision, 2) Entrepreneurship, 3) Unleash Talent, 4) Transformation, and 5) Inspire Trust. Competency and behaviors expressed according to the proficiency level of the job role were defined.

MALAYSIAN TOURIST’S PERCEPTION OF THAI FOODS

ฺฺBongkot Detmit — 2024-01-26

This research aimed to study Malaysian tourists’ perception of Thai foods. Data were collected by means of purposive sampling from 400 sets of the questionnaire answered by a sample of Malaysian tourists who had traveled to Thailand and had eaten Thai foods. Statistics used in the data analysis included Frequency, Percentage, Mean, Standard deviation, Chi-Square Test. It was found that the demographic characteristics of Malaysian tourists included gender, age, occupation, average monthly income, education level, number of times visiting Thailand and with whom they had traveled to Thailand. There was a relationship with the perception of Thai foods in all 6 areas. Therefore, the hypothesis was accepted.

COMPETENCIES THAT AFFECT THE PERFORMANCE OF SECURITY PERSONNEL IN NONTHABURI PROVINCE

Pinyaput Tongkham — 2024-04-02

This study aimed to explore the effectiveness of the performance of security personnel in Nonthaburi province, classified by demographic characteristics, and to examine the performance capabilities affecting the performance effectiveness of those security personnel. The research samples selected by convenience sampling method were 400 security personnel in Nonthaburi province. The statistics used to analyze the data included frequency values, percentage values, mean values, t test, and F test and Multiple Regression Analysis.

The research findings showed that the majority of respondents had a high level of agreement in all aspects. Hypothesis testing revealed that different demographic characteristics significantly affected the performance effectiveness of security personnel in Nonthaburi province, and different performance capabilities significantly affected the performance effectiveness of security personnel in Nonthaburi province at the statistical significance levels of .05 and .01, respectively.

REINVENTING RAMBHAI BARNI RAJABHAT UNIVERSITY’S DEVELOPMENT FOR COMMUNITY

Wayakorn Udompoch, et al — 2024-04-04

This developmental and qualitative research aimed to develop 1) an information system for management, 2) a system and mechanism for lifelong learning of people in the community, and 3) an information system for service. The data were obtained by a study of developmental guidelines, interview, survey, and satisfaction questionnaire and then analyzed by percentage, average score, and standard deviation. It was found that the reinventing of Rambhai Barni Rajabhat University’s development for community succeeded and led to development, with items 1-5 were developed and items 6-7 led to research sub-projects, as follows: 1) A management system facilitating operations in the new normal era developed a system for evaluating academic civil service performance into an online evaluation system, used more modern form for the evaluation, developed 60 university personnel towards a new normal in the era of disruption by amending rules, regulations, announcements to be up to date, and supported 9 faculty members to gain academic titles in Social Service. 2) The systems and mechanisms for lifelong learning of people in the community were developed so that the university regulations would support education through credit bank system, promote lifelong learning, and short courses in which credits could be accumulated. 3) 12 short courses supporting the needs of career skill development were developed and 5 out of the 12 courses highly responded to community’s needs. 4) Smart local university system was developed. Seven systems supporting practical work and service included a document submission and decision-making system, an English and ICT examination results tracking system, an online application system, an online transcript system, a student service system through smart phones, a database system for academic services, and an online performance evaluation system. 5) Leading innovators and social engineers were developed. The university was able to develop 12 community innovator coaches, 8 student leaders, and 30 community leaders in 3 provinces namely Rayong, Chanthaburi, and Trat. From such operations, 3 local innovations and a curriculum in collaboration with the National Innovation Agency (NIA) on “Community Innovator Creator” were created. 6) The satisfaction for service was studied. 7) The efficiency of the government work performance evaluation system was studied.

VALUE CHAIN ANALYSIS OF LOCAL BLUE CRAB FISHERMAN IN CHONBURI PROVINCE

Amraporn Tainngern — 2024-04-03

This research aimed to investigate the value chain of local blue crab fishing in Chonburi province, study the conditions and problems of the fishing in Chonburi, and propose strategies to improve the value and efficiency of the local market's value chain. The study employed a mixed research approach, utilizing a quota sampling method for collecting data through questionnaires from Chonburi individuals engaged in the local blue crab fishing business and three officials who were involved with the local blue crab fishermen in Chonburi since the beginning of the process. Both groups were those fishermen living in 5 districts of Chonburi.

The findings indicated the following problems: environmental problems affecting the decreasing number of blue crab resources, reliance on intermediaries for crab sales, rising costs of blue crab capture, problems enhancing blue crab value, online communication and payment, and income and expense accounting. The establishment of blue crab fishing cooperative and supplementary vocational training for fishermen should be held from generation to generation. Blue crab shelters for specific groups should be created as a pioneer project and continuously implemented and financially supported. The fishermen should be given trainings on online media using and income and expense accounting. Information dissemination should reach club presidents.

AVIATION MANAGEMENT CONTRIBUTING TO ENVIRONMENTAL SUSTAINABILITY

Jitlada Piyatat — 2024-04-04

This article aimed to study 1) guidelines for using aircrafts and airports in order to reduce the impact of their use on the environment, 2) measures to follow various aspects of aviation under the principles used as environmental standards, and 3) guidelines for promoting awareness and creating environmental sustainability resulting from the landing of an aircraft fuel consumption, greenhouse gas emissions, and the use of space to build an airport, all of which resulted in noise pollution, air pollution, global warming, and others. It was found that all sectors in the aviation industry were aware of the use of resources contributing to environmental sustainability by driving sustainability and successfully revitalizing the aviation industry to change. This led to flying that did not create environmental pollution (Net-Zero Flying) and Oneworld's guidelines that had announced a goal of not creating environmental pollution (Net-Zero emissions) by developing biofuels, alternative energy, reduction of plastic use, and carbon offsets. The International Civil Aviation Organization had proposed an approach to balancedly manage the problem of noise pollution from aircrafts and to adopt solar energy and other alternative energy sources at the airports. In addition, there were measures to collect fees from passengers to drive sustainability and the successful recovery of the aviation industry. An action to create sustainability must take into account the world's possibilities along with the growth of the organization itself to maintain balance between economic growth and environmental protection. A good way to create a healthy aviation industry was supported by technology to reduce the impact on the environment. At the same time, new business opportunities were created for airlines. When everyone gained benefits, it would lead to cooperation driving the industry in a better direction.