Community and Social Development Journal

The Interplay of Social Presence and Immersive Experience in Shaping Consumer Purchase Intentions on TikTok Live Streams in China

Zheyun Zheng, Qin Yang — Tue, 06 May 2025 00:00:00 +0700

This research explored the degree of experience of consumers in the TikTok broadcast room and investigated the influence of other people's presence and communication interaction degree on consumers' immersion experience and purchase intention. This paper took immersion experience as the mediating variable, built a research model on the influence of social presence on consumers' purchase intention, and conducted the Delphi method and empirical analysis on 12 experts and 210 samples. The results showed that social presence had a positive impact on immersion experience and consumers' purchase intention; immersion experience had a positive effect on consumers' purchase intention; and immersion experience played a partial mediating role in the influence of social presence on consumers' purchase intention. This study revealed the specific action path of social presence affecting consumers' purchase intention through an immersive experience, providing a theoretical basis and practical guidance for the high-quality development of TikTok e-commerce live broadcasting.

Cooperative Strategies of Higher Education between Beijing and Thailand under the Ideology of the “Belt and Road Initiative”

Wed, 07 May 2025 00:00:00 +0700

Beijing was usually greatly respected in Thailand and ensured the alliance of both countries. Thailand is one of the biggest promoters of Chinese language education in Southeast Asia. The objectives of this quality research were 1) to investigate the current situations and problems for the cooperation of higher education between Beijing and Thailand under the ideology of the “Belt and Road Initiative”; 2) to analyze factors supporting the success of the cooperation of higher education between Beijing and Thailand under the ideology of the “Belt and Road Initiative”; and 3) to develop the cooperative strategies of higher education between Beijing and Thailand under the ideology of the “Belt and Road Initiative”. The instruments used in this research were a semi-structured interview form, agenda questions for focus group discussion, and analysis issues for connoisseurship. Data were analyzed by content analysis, summarizing, and descriptive analysis. The results of the research revealed as follows: 1) The current situations and problems for the cooperation of higher education between Beijing and Thailand under the ideology of the “Belt and Road Initiative” consisted of nine issues as follows: 1.1) policy and government support; 1.2) cultural exchange and understanding; 1.3) academic collaboration and research; 1.4) student mobility and exchange programs; 1.5) quality assurance; 1.6) academic communication; 1.7) academic communication, and 1.8) sustainability of educational partnerships. 2) The factors supporting the success of the cooperation of higher education between Beijing and Thailand under the ideology of the “Belt and Road Initiative” consisted of four important agendas. 3) The cooperative strategies of higher education between Beijing and Thailand under the ideology of the “Belt and Road Initiative” consisted of one vision, five missions, one goal, and five strategies with twenty-two measures.

Effectiveness of Peer Coaching and Academic Performance in Teaching Internship

Genalyn P. Lualhati, Chalermsup Karanjakwut — Wed, 07 May 2025 00:00:00 +0700

This study evaluates the effectiveness of peer coaching as a collaborative professional development practice for prospective teachers at a state university in the Philippines. Utilizing a descriptive-correlational design, the research explores the relationship between the effectiveness of peer coaching and the academic performance of fourth-year teaching interns. A sample of 137 students was selected from 212 total respondents, with data gathered through a validated 20-item researcher-made questionnaire and academic performance records. The findings reveal that peer coaching is highly effective in several key areas, including lesson planning, instructional delivery, feedback provision, and reflective practices. However, aspects such as systematic preparation and self-assessment showed slightly lower effectiveness. Overall, the academic performance of prospective teachers was predominantly high, with most rated as Superior. A weak but significant positive correlation (r = 0.381) was observed between peer coaching effectiveness and academic performance, suggesting that while peer coaching has a positive impact, the effect is modest. To maximize the benefits of peer coaching, recommendations include strengthening the components of systematic preparation and self-assessment, offering targeted training for peer coaches, and further enhancing reflective practices. Regular evaluations of peer coaching’s impact on academic performance are also suggested.

Household Debt and Income Inequality in Thailand: A Vector Autoregressive Analysis

Pacharaporn Arkornsakul, Tanapol Rattanasamakarn — Wed, 07 May 2025 00:00:00 +0700

This study examines the dynamic relationships between household debt, income, GDP, and income inequality in Thailand, a nation grappling with rising household debt and persistent income disparities. Using a 19-year dataset, the research employs a Bayesian VAR (BVAR) model to explore the interdependencies among these variables and Impulse Response Function (IRF) analysis to evaluate their short-term and long-term adjustments to economic shocks. The findings reveal that household debt exhibits strong persistence and is positively influenced by income inequality, underscoring the role of disparities in driving debt accumulation. Conversely, income and GDP demonstrate resilience, with income positively influenced by GDP and negatively impacted by household debt, reflecting the burden of rising debt on income generation. GDP is shown to play a pivotal role in sustaining economic stability, while income inequality emerges as a persistent structural issue, amplified by household debt. The IRF analysis further reveals that a shock in household debt leads to a temporary decline in income and GDP, followed by stabilization in the medium term. However, income inequality responds positively to debt shocks, highlighting the disproportionate impact on low-income households and the long-term challenges of addressing inequality. The study's findings emphasize the need for targeted policies to manage household debt, promote equitable income distribution, and foster sustainable economic growth. Recommendations include debt restructuring programs, financial literacy campaigns, and progressive taxation to reduce disparities and enhance economic resilience.This research contributes to the understanding of the intricate relationships between debt, income, and inequality, offering insights for policymakers in Thailand and similar economies.