RMUTL Journal of Business Administration and Liberal Arts

Valued-Added Packaging of Dried Sweet Fish Products in Ban Tase Community, Hat Samran District, Trang Province

Ornanong Ampha — 2025-12-28

This study had three main objectives: (1) to examine the problems related to packaging and marketing mix elements of dried sweet fish products, (2) to develop prototype packaging for dried sweet fish products, and (3) to assess consumer satisfaction toward the prototype packaging in Hat Samran District, Trang Province. A mixed-methods research design was employed, consisting of both qualitative and quantitative approaches. In the qualitative phase, data were collected from 15 members of a local dried sweet fish producers’ group using purposive sampling. The research instrument was an open-ended questionnaire, administered through focus group interviews. The findings indicated that the most problematic aspect of the marketing mix was the product, particularly in terms of packaging, leading to the development of three prototype packaging designs for ready-to-cook (raw) dried sweet fish products and two prototype designs for ready-to-eat (cooked) dried sweet fish products. These prototypes were evaluated by consumers in the next phase. In the quantitative phase, data were gathered from 366 consumers using a closed-ended questionnaire and convenience sampling. Descriptive statistics—namely percentage, mean, and standard deviation—were used for data analysis. The findings revealed that the most preferred packaging for ready-to-cook (raw) sweetened fish was the vacuum-sealed transparent bag, with a satisfaction rate of 44.30%. For ready-to-eat (cooked) dried sweet fish products, the most favored packaging was the vacuum-sealed transparent bag placed inside a kraft paper box with a clear window, receiving a satisfaction rate of 86.70%. The results suggest that entrepreneurs can effectively apply these findings to enhance the value of local products in other communities. Furthermore, the developed prototypes could serve as models for future packaging development.

The Evaluation of Economic and Financial Stability of Saving Cooperative and Credit Union Cooperative in the Upper Northern Region by Using Camels Analysis

Benchamaphon Roekwichanan — 2025-12-28

This research aimed to investigate the application of the CAMELS Analysis framework in assessing the economic and financial stability of saving cooperative and credit union cooperative. It further sought to compare the financial conditions of saving cooperative and credit union cooperative in the Upper Northern region of Thailand using secondary data from these institutions between 2020 and 2022 among of sample is 515 area. Descriptive statistical analysis and t-tests were employed to analyze the data. The results revealed that, compared to the group's financial averages, savings cooperatives exhibited satisfactory levels of capital adequacy, asset quality, management efficiency, profitability, and liquidity. In contrast, credit union cooperatives demonstrated inadequate capital adequacy and profitability when benchmarked against the group averages. However, their asset quality, earnings capacity, and liquidity were deemed satisfactory. Overall, both types of cooperatives exhibited a generally positive trend. A comparative analysis of 18 financial ratios across the five dimensions of the CAMELS framework indicated significant differences between saving cooperative and credit union cooperative for 13 of these ratios. This finding supports the research hypothesis that the economic and financial stability of saving cooperative and credit union cooperative differs significantly.

A Study of Conceptual Metaphors in Language Use for Encouragement in Bibliotherapy: The Case of How-to Books

Wattanarat Chaiwong — 2025-12-28

This research article aims to study the characteristics of the use of conceptual metaphors to create encouragement in therapeutic literature: How to book within the framework of Lakoff and Johnson’s (1980) cognitive linguistics. The study employs a qualitative approach with descriptive analysis, supplemented by quantitative data. The data were collected from Win Lyowarin’s Motivational Books series, specifically from words and expressions that convey encouragement. Using simple random sampling, 8 out of 16 books were selected, comprising a total of 1,920 pages. The findings revealed 445 metaphorical expressions related to encouragement. These metaphors were categorized into the following aspects: objects, nature, humans, business/finance, education, health, belief and religion, and food. The results demonstrate three major perspectives on encouragement: (1) metaphors that encourage by drawing on readers’ prior experiences; (2) metaphors that encourage by reinterpreting readers’ prior experiences in ways that create contrast or conflict with existing concepts, often integrating religious philosophy, Buddhist principles, and contemporary science; and (3) metaphors that encourage through the author’s own conceptualizations, which are conveyed directly to readers. Overall, the use of metaphors reflects both epistemic and ontological dimensions in the creation of encouragement within bibliotherapeutic contexts.

The Relationship between Online Marketing Mix (6Ps) and Thai Consumer Behaviour on Facebook Platform

Natthawut Yodchai — 2025-12-29

This study aims to investigate the level of consumer behaviour and examine the relationship between the online marketing mix (6Ps) and the purchasing behaviour of Thai consumers on the Facebook platform. The sample consisted of 397 Thai consumers aged 18 and above who had prior experience purchasing products via Facebook. Convenience sampling was employed, and data were collected through an online questionnaire. Descriptive statistics, including mean and standard deviation, along with the Chi-square test, were utilized for data analysis.

The results showed that most respondents primarily purchased clothing and fashion items. Most frequently, products were discovered through Facebook posts. Evening hours were identified as the most common time for purchases, followed by nighttime. Price was found to be the most influential factor in the purchase decision, with friends being the most influential individuals in that decision-making process. Regarding purchasing behaviour, most respondents reported that they first reviewed product details, followed by checking comments and reviews. Furthermore, the findings indicated that promotional activities and privacy-related factors had the highest level of influence on consumer behaviour. In addition, product, price, distribution channel, and personalization factors were also found to have a high level of influence on consumer behaviour.

In addition, the hypothesis testing results revealed that online marketing mix factors related to product, price, distribution channel, and privacy were significantly associated with consumer behaviour at the 0.05 level of statistical significance. However, promotional activities and personalization factors did not show a statistically significant relationship with consumer behaviour.

These findings not only enable business operators to develop more effective and targeted marketing strategies but also contribute to enhancing the overall online shopping experience. By understanding and responding more accurately to consumers’ needs and expectations, businesses could create greater value and satisfaction for their customers.

Professional Accounting Competence and Internal Control Affecting The Quality of Financial Reporting of Local Government Organizations in The Lower Northern Region 1 of Thailand

Rungpannaray Seeyota — 2025-12-30

This study aimed to study the effect of accounting professional and Study of internal control affecting the quality of financial reports of local government organizations in the lower northern region of Thailand 1. The sample group used in this study is the sample group used in this study, which is Personnel of local government organizations in the lower northern region of Thailand, totaling 216 people Personnel of local government organizations in the lower northern region of Thailand, totaling 216 people,Using questionnaires to collect data Including frequency, percentage, mean, standard deviation, Pearson's product moment correlation coefficient, and multiple regression analysis Including frequency, percentage, mean, standard deviation, Pearson's product moment correlation coefficient, and multiple regression analysis. The results of the study found that Local administrative organizations in the lower northern region of Thailand 1 have accounting professional competence. There are internal controls and the overall quality of financial reports is at a high level. Accounting professional competency has a direct positive impact on the quality of financial reporting in terms
of understandability, relevance for decision-making, reliability, comparability, and timeliness of local administrative organizations in the Lower Northern Region 1 of Thailand, with statistical significance at the 0.05 level and Internal control has a direct positive impact on the quality of financial reporting in terms of understandability, relevance for decision-making, reliability, and timeliness of local administrative organizations in the Lower Northern Region 1
of Thailand, with statistical significance at the 0.05 level

The Political Rhetoric of Field Marshal Sarit Thanarat as Prime Minister of Thailand

Chawarin khammakhiao — 2025-12-30

This study aims to study the construction and use of rhetoric by Field Marshal Sarit Thanarat and to provide guidelines for those interested in the art of public speaking. The study methods are 1) collect rhetorical data of Field Marshal Sarit Thanarat from 10 published speeches and opening remarks; 2) create a framework for data collection; 3) analyze the data; 4) present the results of the study using descriptive analysis; and 5) summarize, discuss the results, and provide recommendations. The study revealed that Field Marshal Sarit Thanarat, as the Prime Minister of Thailand, possessed the following rhetorical skills in using the Thai language: word choice, including the use of word sets, reduplicative use, repetition, and the use of questioning; figures of speech and comparison, including the use of metaphors and similes; metonymy; proverbial idioms, including the use of proverbs, expressions, and aphorisms; and content credibility, including prior research, the use of academic terminology in foreign languages, citing direct experience, citing statistics, citing principles, and providing details. Persuasion Reducing and avoiding conflict includes making excuses and giving reasons. Creating encouragement includes expressing confidence, creating intimacy, and expressing empathy or shared emotions. All of Field Marshal Sarit Thanarat's rhetorical constructions were found to be related to their use in communicating directly with the audience, namely, to win the hearts of the Thai people and create an image of a good prime minister.

The Influence of Satisfaction with the Efficiency of Land and Building Tax Collection of Non Pa Sang Subdistrict Administrative Organization, Pha Khao District, Loei Province

Laphatrada Pitchayatheeranart — 2025-12-30

The collection of land and building taxes by Subdistrict administrative organizations is a revenue source for local development. If tax collection is effective, it will have an impact on services or conveniences for the public, creating greater satisfaction for local residents. This research aimed to study the satisfaction that affects the efficiency of land and building tax collection of Non Pa Sang Subdistrict Administrative Organization, Pha Khao District, Loei Province. The sample group was 257 people who were responsible for paying land and building taxes in Non Pa Sang Subdistrict. The instrument used to collect data was a questionnaire. Data analysis used statistics including frequency and percentage, mean and standard deviation, and multiple regression analysis.

The results found that most taxpayers they were highly satisfied with the overall collection of land and building taxes, and the location aspect had the highest average value, followed by the service process aspect. The overall efficiency of the collection of land and building taxes was at a high level, and the analysis of variance confirmed that satisfaction in all aspects had a statistically significant influence on the efficiency of the collection of land and building taxes at a level of 0.05. And the results of the Multiple Regression Analysis, the independent variable with the influence, followed by the acceleration factor, the tax collection factor, and the officer readiness factor. Which can explain the influence of satisfaction on the efficiency of land and building tax collection by 88.30 percent. The results of this study will be used as information for developing, improving, and finding ways to improve the tax collection management system. Especially in the area of expediting, demanding, and appealing, by creating forms for expediting, demanding, and appealing, and providing advice and consultation to the public.

The Role of Digital Intelligence in Shaping Purchase Behavior for New Energy Vehicles: A Study in Bangkok

Maochun Wu — 2025-12-31

In the digital intelligence era, consumers' vehicle purchasing behavior is increasingly shaped by smart technologies and interactive information systems. This study investigates the determinants of purchase behavior toward New Energy Vehicles (NEVs) in Bangkok, Thailand—an emerging NEV market facing both opportunities and challenges. Drawing upon the Stimulus–Organism–Response (SOR) framework, this research integrates the Motivation–Opportunity–Ability (MOA) theory as external stimuli and the Technology Acceptance Model (TAM) as internal psychological processing mechanisms to construct a comprehensive model. Using a mixed-methods approach, the study first conducts in-depth interviews with 14 early NEV adopters to identify context-specific factors, followed by a quantitative survey of 443 respondents analyzed via Structural Equation Modeling (SEM). The findings reveal that consumer motivation and purchasing ability significantly enhance perceived usefulness and perceived ease of use, while reducing perceived risk. While market opportunity factors such as government incentives and charging infrastructure exert statistically significant effects, their overall influence is relatively limited compared to motivational and ability-based factors. Notably, digital intelligence features—such as autonomous driving, smart connectivity, and remote control—serve as powerful stimuli that elevate consumers' perceptions of NEV utility, particularly among younger, tech-oriented users. From a practical standpoint, the study recommends that policymakers strengthen purchase incentives and directly address perceived risks through extended government-backed battery warranty programs and transparent service guarantees. These strategies can reduce uncertainty and accelerate NEV adoption. The study contributes to the literature by extending the SOR framework to include digital intelligence as a novel stimulus in shaping consumer cognition and behavior in the NEV sector.

Digitalization Empowering the High-Quality Development of Traditional Manufacturing: A Case Study of the Pump and Valve Industry in Yongjia, China

Qiqi Chen — 2025-12-31

China's economy is transitioning from quantity-driven growth to quality-driven growth, necessitating high-quality economic development. High-quality economic development requires high-quality development in the manufacturing industry as its foundation. And digitalization offers a new pathway and impetus for high-quality development in traditional manufacturing. Therefore, this paper empirically analyzes the impacts of digitalization on the high-quality development of the pump and valve industry and its mediating effects of resource and structural empowerment, using structural equation modeling (SEM) to analyze causal relationships between these variables based on 349 sample data. It is found that digitalization can significantly promote high-quality development, while the impact mechanism shows that digitalization can promote high-quality development through resource and structural empowerment, though resource empowerment cannot significantly promote high-quality development in this case. The findings provide implications for other traditional manufacturing industries, which need to enhance their digitalization efforts in three key areas: digital infrastructure, digital operation, and digital management. And they can achieve high-quality development in terms of intelligent production, technological empowerment, intelligent monitoring, platform empowerment, and green manufacturing.

A Study on the Potential and Preparation of the Community in Establishing a Medical Cannabis Cultivation Community Enterprise Group.: A Case Study of Ban San Klang Community Champa Wai Subdistrict, Mueang District, Phayao Province.

Nongkran Chaimuang — 2025-12-31

This research aimed to: (1) examine the potential of Ban Sanklang Community, Champawai Sub-district, Mueang District, Phayao Province, for establishing a community enterprise for medical cannabis cultivation; (2) investigate community members’ acceptance of establishing such a community enterprise; and (3) prepare local farmers for the establishment of a community enterprise for medical cannabis cultivation through community participation. A mixed-methods research design was employed. The population consisted of 271 household heads in Ban Sanklang Community. The sample size was determined using the Krejcie and Morgan table at a 95% confidence level, resulting in 158 respondents. In addition, 15 interested prospective members of the community enterprise and 4 representatives from relevant organizations were selected using simple random sampling and purposive sampling. Research instruments included questionnaires, structured interviews, and focus group discussions. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, as well as environmental analysis and the TOWS matrix.

The findings revealed that Ban Sanklang Community possessed strong resource capital; however, technological capital and network partnerships were relatively limited. Furthermore, relevant regional and local agencies lacked clear guidelines for promoting and supporting the establishment of a community enterprise for medical cannabis cultivation. The results of community members’ acceptance indicated a high overall level of acceptance across five stages (mean = 4.19). The community readiness activities covered four key aspects: (1) individual capacity and leadership, (2) community resources, (3) knowledge related to community enterprise management, medical cannabis, and organic farming, and (4) community organizational preparation. These activities led to the formation and registration of a community enterprise, which represented a preliminary level of readiness that enabled farmers to meet the basic requirements for applying for permission to cultivate medical cannabis. The study concluded that the establishment of a community enterprise for medical cannabis cultivation should be grounded in community participation, members’ acceptance, and consensus among community members and government agencies, along with the systematic application of strategic planning processes.

Development of the Coffee Supply Chain in Pa Pae Subdistrict, Mae Taeng District, Chiang Mai Province

Ladda Pinta — 2025-12-31

This study aimed to examine the coffee supply chain and coffee quality development strategies of the Pa Pae Upstream Coffee Community Enterprise and Ecotourism in Pa Pae Subdistrict, Mae Taeng District, Chiang Mai Province. Qualitative research methods, including informant selection, triangulation, and content analysis, were employed through in-depth interviews with 13 community members. The results revealed that the coffee supply chain in the area can be categorized into four formats: (1) primary raw material growers (61.5%), (2) growers and collectors who distribute to processors (7.7%), (3) collectors only (15.4%), and (4) growers, processors, and distributors (15.4%). These formats contribute to high costs and unfair pricing. Development approaches include establishing entrepreneurial networks, improving logistics, and enhancing management skills to increase production efficiency, reduce costs, and upgrade quality to meet premium market standards. However, challenges such as high logistics costs, a lack of management systems, and limited application of technology in the production process were identified. Proposed development strategies emphasize sustainability by integrating environmental, social, and economic dimensions, together with the promotion of ecotourism. These approaches aim to strengthen local communities and expand into other coffee-growing areas, thereby contributing to the overall development of the Thai coffee industry.

Study Potential of Ban Bueng Wa, Kaisone City, Savannakhet Province, Lao People's Democratic Republic in Terms of Being an Attraction

Yung Chomthong — 2025-12-31

This research aimed to 1) to assess the tourism potential of Ban Bueng Wa, Kaisone City, Savannakhet Province, Lao PDR and 2) to study the tourism potential management in Ban Bueng Wa, Kaisone City, Savannakhet Province, Lao PDR. This is a quantitative study with a sample group of 34 people, comprising 1) Business entrepreneurs, 2) community leaders, and individuals with an interest in tourism. Data were collected using a structured questionnaire and analyzed using descriptive statistics to determine the mean and standard deviation. The research findings indicate that the overall tourism potential of Ban Bueng Wa has a moderate level ( = 3.01). When considering specific aspects, the attractiveness factor is high level, while tourism activities, accessibility, and facilities are moderate. However, accommodation potential is low level. Regarding the tourism potential management, the overall has a moderate level ( = 2.89), covering the sub-issues of as attractiveness, tourism activities, accessibility, and facilities. The only accommodation potential management is low level.

Factors Affecting the Decision of Low Cost Airlines for Domestic Service Among Generation Y Passengers

Tanakorn Sritonchai — 2025-12-31

This study aims to investigate the factors influencing the selection of low-cost airlines for domestic services among Generation Y passengers. A quantitative research methodology was employed, collecting data from 400 Thai Generation Y passengers who travel with low-cost airlines using a structured questionnaire. A purposive sampling technique was applied. The statistical methods used for data analysis included frequency distribution, percentage, mean, and standard deviation and Multiple Regression. The research findings indicate that the majority of respondents were female, held a bachelor's degree, and were employed in private companies. Regarding the factors affecting the selection of low-cost airlines for domestic services among Generation Y passengers, it was found that all seven dimensions of the marketing mix significantly influenced their decision-making. Among these factors, promotion had the greatest impact, followed by product, people, place (distribution channels), and physical evidence, which had a moderate influence. The factor with the least impact was process, ranking the lowest in terms of influence on passengers’ decisions. The study on the factors influencing the selection of low-cost airlines for domestic travel among Generation Y passengers revealed that promotion exerted the greatest influence, followed by product and price. In contrast, people, distribution channels, and physical evidence demonstrated a moderate level of influence, while process was found to be the least influential factor. These findings indicate that Generation Y passengers place greater importance on persuasive marketing strategies, service quality, and price value than on the operational processes of airlines.

Attitude, Perceived Usefulness, Perceived Ease of Use, and Subjective Norms Affect the Intention to Use Solar Power Generation System in Industrial Factories in Chiang Mai Province.

Jessalin Kadeewong — 2025-12-31

This research aimed to study 1) the importance level of attitude, subjective norms, perceived usefulness, perceived ease of use, and intention to use solar power generation system in industrial factories in Chiang Mai province; and 2) to study attitude, subjective norms, perceived usefulness, perceived ease of use that affect intention to use solar power generation system in industrial factories in Chiang Mai Province. The population and sample were 385 industrial factories in Chiang Mai Province that intended to use solar power generation system; this was survey research. The research instrument was a questionnaire, using descriptive statistics to analyze Percentage, Mean, and Standard Deviation, and Inferential Statistics to analyze multiple regression with the technique of Enter Selection.

The research results found that 1) Chiang Mai industrial factories gave importance to all factors at a high level; by giving importance to the attitude factor the most, at a high level; with a Mean of 3.90, Standard Deviation of 0.769; Statistically Significant at 0.05, followed by the subjective norms, at a high level; with a Mean of 3.85, Standard Deviation of 0.733; Statistically Significant at 0.05. Intention to use was at a high level, with a Mean of 3.83; Standard Deviation of 0.692, Statistically Significant at 0.05. Perceived ease of use was at a high level, with the lowest Mean of 3.80, Standard Deviation of 0.713, Statistically Significant at 0.05; and perceived usefulness was at a high level, with the lowest Mean of 3.77, Standard Deviation of 0.741, Statistically Significant at 0.05; and 2) attitude, perceived usefulness, perceived ease of use, and subjective norms significantly influenced the intention to use solar power generation systems in industrial factories in Chiang Mai province at a Statistically Significant level of 0.05

The Influence of STP Marketing Factors and Brand Perception Affecting Consumers’ Purchase Motivation toward Natural Cosmetics

Taechit Sansi — 2025-12-31

This study aimed to investigate the influence of Segmentation, Targeting, and Positioning (STP) marketing factors and brand perception on consumers’ purchase motivation toward natural cosmetics, as well as to examine the relationships among these variables. A quantitative research approach was employed, using a questionnaire as the data collection instrument. Data were collected from a sample of 400 consumers in Chiang Mai province through convenience sampling. The data were analyzed using descriptive statistics, including means and standard deviations, and inferential statistics, including Pearson’s correlation coefficient and multiple regression analysis.

The results revealed that the majority of respondents were female, aged between 21 and 30 years, held a bachelor’s degree, and were employed in the private sector. Most respondents reported purchasing natural cosmetics one to three times per year. Regarding STP marketing factors and brand perception, the findings indicated a high level of perception across all dimensions, with target market selection and emotional value showing the highest mean scores. Furthermore, correlation analysis demonstrated that all variables were positively and significantly related to purchase motivation at the 0.01 level. The strongest correlations were found for emotional value (r = 0.60) and market positioning (r = 0.55).

The results of the multiple regression analysis indicated that market positioning, emotional value, and brand personality were the most influential factors affecting consumers’ purchase motivation toward natural cosmetics. The proposed model explained 61% of the variance in purchase motivation (R² = 0.61). These findings suggest that enhancing emotional value, establishing clear product positioning, and developing a distinctive brand personality play a crucial role in stimulating consumer purchasing behavior in the natural cosmetics market.