https://so05.tci-thaijo.org/index.php/pacific <p>วารสารวิชาการ สถาบันวิทยาการจัดการแห่งแปซิฟิค จัดทำขึ้นเป็นปีที่ 10 โดยวารสารได้มีการปรับรูปแบบการตีพิมพ์ จากวิธีปริ้น เป็นวารสารใช้ระบบออนไลน์ โดยเริ่มตั้งแต่ปี 2564 เป็นมาและยกเลิกการตีพิมพ์เป็นรูปเล่ม บทความที่ตีพิมพ์ในวารสารดังกล่าว เป็นบทความวิจัยและบทความวิชาการของคณาจารย์ และนักศึกษาระดับบัณฑิตศึกษา นักวิชาการ นักวิจัย อีกทั้งผู้ที่สนใจทั่วไปในการจัดทำวารสารวิชาการ สถาบันวิทยาการจัดการแห่งแปซิฟิค วัตถุประสงค์เพื่อเป็นแหล่งเผยแพร่ ส่งเสริม และสนับสนุนให้คณาจารย์ นักวิจัย นักวิชาการ และนิสิตนักศึกษาตลอดจนผู้สนใจทั่วไป ได้มีโอกาสนำผลงานวิชาการและงานวิจัยในสาขามนุษยศาสตร์และสังคมศาสตร์อีกทั้งแขนงวิชา ที่เกี่ยวข้องได้แก่ พระพุทธศาสนา รัฐศาสตร์ รัฐประศาสนศาสตร์ นิติศาสตร์ เศรษฐศาสตร์ การจัดการบริหารธุรกิจ พัฒนาสังคม และการศึกษา</p> สถาบันวิทยาการจัดการแห่งแปซิฟิค en-US The Journal of Pacific Institute of Management Science (Humanities and Social Science) 2586-8462 <p>บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของ สถาบันวิทยาการจัดการแห่งแปซิฟิค</p> <p>ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับสถาบันวิทยาการจัดการแห่งแปซิฟิค และคณาจารย์ท่านอื่นๆในสถาบันฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว</p> https://so05.tci-thaijo.org/index.php/pacific/article/view/273705 <p>Webtoon is a digital comic platform accessed via websites or apps, significantly boosting South Korea's economy. This article analyzes Webtoon through three main perspectives:&nbsp; 1)Communication Methods: Consumer-Friendly Design: Easy-to-use, smartphone-compatible, vertical scrolling, and short episodes (under 10 minutes) for on-the-go reading. Diverse Storylines: Wide range of genres and multimedia elements like background music, unlike traditional static comics. 2) Reader Engagement: Interactive Community: Creators engage with readers through comments, allowing for immediate feedback and content improvement. 3) Ecosystems for Sustainable Content Development: Cross-Cultural Collaboration: International content dissemination and fair revenue-sharing attract new creators, Support for New Creators: Regular contests and a producer-based system guide content creation and marketing and Content Expansion: Adaptations into series, movies, and collaborations with local influencers to broaden the reader base.</p> นับทอง ทองใบ วรรณี งามขจรกุลกิจ Copyright (c) 2024 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2024-07-10 2024-07-10 10 2 48 59 https://so05.tci-thaijo.org/index.php/pacific/article/view/273706 <p>The study of His Royal Highness Princess Sirindhorn's travel documentaries and learning valuable aspects from them is a way to learn about her perspective on various stories and her knowledge on the subjects based on peaceful thought and management. Her Royal Highness skillfully applies historical knowledge and creates a balance for teaching this subject in a new way, developing potential for critical thinking to be aware and up-to-date, blending with the current trend of developing society into a learning society. In telling the stories of history that she encountered in various places around the world in the form of travel documentaries, she also introduces peaceful approaches to the military world, paving the way for debate and acceptance of differences and diversity in society. She invites readers who have doubts, questions, agreements, or disagreements to discuss them through books. Getting to know each other as friends through books and having constructive academic debates can spark intellectual development for the betterment of people in the nation, neighbors, and the world. By studying or developing knowledge for oneself and using it to develop others or society in the future, not relying on sacred things. What kind of supernatural power? This main content is Basic principles of humanism And if it is truly developed to be the main part of people in society then It is believed that Thai society will inevitably move towards a society of knowledge, rich in wisdom. The same is true for all progressive societies.</p> Wannee Ngamcachonkulkid Nubthong Thongbai Copyright (c) 2024 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2024-07-10 2024-07-10 10 2 38 47 https://so05.tci-thaijo.org/index.php/pacific/article/view/273660 <p>This study aims to compare Chinese consumers' intentions of purchasing online. Quantitative research methods were used, including a field survey of 200 people. A questionnaire was used to collect data, with Cronbach’s alpha coefficient of 0.979. Statistics used in hypothesis testing include Mean, standard deviation, and Multiple Regression. The results showed a sample of 200 Chinese consumers, 83 males and 117 females. The results of the multiple regression analysis by the enter method showed that the perceived benefits, perceived ease, risk acceptance, trust, and attitude could predict the intentions purchasing online of Chinese consumers by 28.40% (R²= 0.284, p-value= 0.000). The factors that can jointly predict the intentions purchasing online of Chinese consumers significantly at the level of 0.05 are Perceived Benefits (β=0.205, p-value= 0.009), Trust (β=0.198, p-value= 0.010), and Attitude (β=0.183, p-value= 0.010). , But Perceived Ease (β=0.092, p-value= 0.197) and Risk Acceptance (β=0.090, p-value= 0.218) can jointly predict the online purchase intention of Chinese consumers not significantly. Based on the research results</p> Kanchaya Chaivirutnukul เจษฎากร จาวรรณ์ กัญจณ์ชญา ชัยวิรัตน์นุกูล ธนสร กิรัมย์ เกษร อึ้งสวรรค์ Yanhaojia Cheng Copyright (c) 2024 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2024-06-13 2024-06-13 10 2 26 37 https://so05.tci-thaijo.org/index.php/pacific/article/view/271838 <p>The purpose of this study was to study the leadership competency of educational institution administrators. As well as study the level of organization and the relationship between leadership and learning organization of public educational institutions under the Vocational Education Department in Phayao Province. The research, population for collecting data is educational institution administrators, government teachers, and teachers in government educational institutions under the Vocational Education Department of Phayao Province. There are 218 people classified by gender, age workplace working years, and education qualifications. The tool used in this study and data collection was a questionnaire regarding general information of the respondents and the relationship between leadership and being a learning organization using the highest level of importance, go for the least. The research results found that the leadership competency of the executives has a high but not very high level of leadership competency.</p> <p>Therefore, to create the organization's knowledge and ability to develop and organize it into a learning organization to its full potential, executives should improve their leadership competencies to a higher level of competence. It also makes executives aware that if educational institution administrators have high leadership competencies, they include professional competencies leadership competencies, and high basic leadership competencies. It will result in the administrators being able to promote the organization. Or an educational institution to be a learning organization.</p> Atthaphan Thapanya Pakaporn Butsabong Suchart Jaipukdee Suvimon Chaiphanphong Pitchayanon Wonghan Copyright (c) 2024 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2024-06-13 2024-06-13 10 2 1 10 https://so05.tci-thaijo.org/index.php/pacific/article/view/273012 <p><strong> </strong> This thesis explores the factors influencing Thai volleyball fans’ decisions to engage with live broadcasts and online viewing channels, specifically focusing on the Volleyball Nations League (VNL). A comprehensive survey was conducted with a sample of 400 Thai volleyball enthusiasts, employing a questionnaire to collect data on demographics, viewing habits, and preferences related to VNL matches. The analysis included descriptive statistics such as frequencies, percentages, means, and standard deviations, and the chi-square test was utilized to examine the hypotheses.</p> <p> The demographic analysis revealed that the majority of the respondents were females aged between 41-50 years, with an associate's degree or vocational certificate, employed in private companies, and earning a monthly income of 30,001-40,000 baht.</p> <p> Moreover, the study assessed the impact of marketing mix elements on viewership. The results indicated a high level of influence of these factors on the decision-making process of Thai fans when watching VNL matches, suggesting that marketing strategies are crucial in enhancing viewership engagement. Overall, the findings provide valuable insights into the preferences and behaviors of volleyball fans in Thailand, emphasizing the importance of targeted marketing approaches to maximize the reach and impact of volleyball broadcasting.</p> <p> Various marketing mix factors that affect the choice to watch volleyball through online channels are as follows: product side, price side, distribution channel side. Process side and physical characteristics with a result of 12.3 percent</p> Nattaphol Malaipia Issadee Kutintara Phennipa Phunsawat Pornchai Trusjaithum Sarayut Noikasem Copyright (c) 2024 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2024-06-14 2024-06-14 10 2 11 25