The Journal of Pacific Institute of Management Science (Humanities and Social Science) https://so05.tci-thaijo.org/index.php/pacific <p>วารสารวิชาการ สถาบันวิทยาการจัดการแห่งแปซิฟิค จัดทำขึ้นเป็นปีที่ 5 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> The Power of Marketing Psychology on Chinese Consumers https://so05.tci-thaijo.org/index.php/pacific/article/view/269174 <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; One of the key marketing factors for consumer psychological motivation is sensory experience and choice. However, what has been mentioned may not be sufficient enough for the most likely customers who like overseas products as well as those who are ethnocentric. In this research, we have divided the study into 2 parts, the first study, explored the psychology of Chinese consumers used the same method as the world rice contest (blind test) with price as a factor. In the second study, we increased the research procedure by enhancing the process of testing the real demand with the choice experiment method. The choice set consisted of various attributes; such as rice grain integrity, sweetness, aroma, softness, country of origin, and price. Included the experience of the cognitive, behavioral, and emotional factors. The results were analyzed with the ethnocentrism factor of the participants. The first experiment found that price was less important compared to the sensory perceptions, and the second experiment was found that the change in taste, attributes, standard certification, country of origin, and prices significantly increased consumers’ utility and influenced their purchasing decisions. Thus, the results of this research could empirically reciprocate the real needs of consumers.</p> Tanapon Srisukwatanachai Om Huvanandana Sanit Hajaturas Jiang Baichen Achara Boonkong Sutthawongwadee Senawin Korsak Towantakavanit Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-09-11 2023-09-11 9 3 1 15 Factors Influencing the Non-Enrolled for University of Phayao’ Students https://so05.tci-thaijo.org/index.php/pacific/article/view/268269 <p> This research aimed to study factors affecting the influencing the non-enrolled for University of Phayao’ students. Data were collected from 293 day time students by using a questionnaires, and analyzed using descriptive statistics: frequency, percentage, mean and standard deviation. </p> <p> The results showed that the factors affecting influencing the non-enrolled for University of Phayao’ students, in overall was at moderate level ( x̄=3.37, SD=16.50). When considering each aspect, it indicated that the attitude and opinion towards the university was at high level ( x̄=3.52, SD=20.60), followed by the student factor ( x̄=3.44, SD=16.41) and the family factor ( x̄=3.14, SD=12.48) respectively. The suggestions for each aspect, in student aspect, there student be giving more information and knowledge on the student’s enrollment, in family’s factors, it suggested that more information on student’s scholarship to increasing the students and his parents to understand about the university’s information, in student’s attitudes and opinions, classroom atmosphere, teaching and motivation were important for students to adjust themselves to the university’s life.</p> Yanisa Thipwalee Luethaipat Pimonsree Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-09-28 2023-09-28 9 3 16 30 Loneliness Solutions of the Elderly Living Alone in Rural Area https://so05.tci-thaijo.org/index.php/pacific/article/view/269175 <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Living alone is one type of living arrangement that characterizes social disconnection that leads to various health and psychosocial problems. The study aims to analyze activities undertaken by the elderly who are living alone in rural areas. The study method used a qualitative approach. A study sample consists of 15 elderly living alone. Data was collected through a questions guide; semi-structure. Results showed that the elderly living alone utilize two forms of solutions; individual-based and community-based. For individual-based the elderly use the mobile telephone to contact relatives and watch drama or news, do gardening, and chat with neighbors, for community-based activities including attending elderly school and having health volunteers visit home.</p> Chintana Leelakraiwan Watcharin Khamsa Apiraya Panthong Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-10-20 2023-10-20 9 3 31 38 The Components of Digital Organizational Culture Characteristics of Private Universities in Thailand https://so05.tci-thaijo.org/index.php/pacific/article/view/265878 <p> The purpose of this research was to analyze the components of Digital Organizational Culture Characteristics of Private Universities in Thailand. The research methodology was descriptive research. The participants were 352 Private Universities Authority administrators, this research used the simple sampling method. The instrument was a 5rating scale questionnaire. The reliability of questionnaire in the form of an alpha coefficient was 0.91. The statistical data analysis were frequency, percentage, mean, standard deviation, exploratory factor analysis, confirmatory factor analysis.<br /> The research findings were found that the order of importance of the component of Digital Organizational Culture Characteristics of Private Universities in Thailand as follows: (1) Modern functional structure (2) Modern Management system (3) Modern working style (4) Shared value (5) Modern strategy and (6) Digital skill. The results of the structural validity test of Digital Organizational Culture Characteristics of Private Universities in Thailand model showed that Chi-square (<img title="{x^{2}}" src="https://latex.codecogs.com/gif.latex?{x^{2}}" />)= 482.050; df = 578; p-value=0.17(<img title="{x^{2}}" src="https://latex.codecogs.com/gif.latex?{x^{2}}" /> /<img title="{df}" src="https://latex.codecogs.com/gif.latex?{df}" />) (CMIN/DF) = 0.855, GFI = 0. 912, AGFI = 0. 857, CFI = 1.00, RMSEA = 0.000 and RMR = 0.015. Based on the findings, it indicated that model was consistent with empirical data significantly. </p> Apinun Untaweesin Chisanupong Thongpuang Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-09-05 2023-09-05 9 3 39 54 Expectations for desirable graduate characteristics of graduate users Faculty of Agriculture and natural resources University of Phayao Academic year 2021 https://so05.tci-thaijo.org/index.php/pacific/article/view/268332 <p> The objective of this research was to study the level of expectations of graduate users. Faculty of Agriculture and Natural Resources, Phayao University, to suggest guidelines for developing desirable characteristics and standards of graduates of the Faculty of Agriculture and Natural Resources. The sample used for study was graduate students, Faculty of Agriculture and Natural Resources, Phayao University. A total of 62 people used questionnaires to gather information. The statistics used in the analysis are frequency, percentage, average, standard deviation<br /> The results of the study found that the expectations of the desirable graduate characteristics of graduate users. Faculty of Agriculture and Natural Resources, Phayao University Academic Year 2021 Descending order of relationship is personal characteristics ( x̄= 4.10), skills (x̄= 4.08), ethics (x̄= 4.08), knowledge ( x̄= 4.05) and identity of Phayao University graduates (aesthetics). Personality and Wellness) (x̄= 4.00) respectively<br /> Therefore, the Faculty of Agriculture and Natural Resources, as a graduate producer, should pay attention to the 4 desirable graduate characteristics and the identity of Phayao University graduates. Therefore, the Faculty of Agriculture and Natural Resources should take steps to develop students in various fields in order to stimulate students' personal development and awareness in developing knowledge, skills, competencies and desirable attributes. Various processes that systematically affect the desirable characteristics of graduates of the Faculty of Agriculture and Natural Resources according to the needs of graduate users and the Thai Qualification Framework for Higher Education: TQF: HEd</p> Kornwikar Doungpunyarut Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-10-02 2023-10-02 9 3 55 70 A Synthesis Research on Competency of Vocational Teachers in Thailand with the Disruptive Era https://so05.tci-thaijo.org/index.php/pacific/article/view/269176 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aims to synthesize research on the competency of vocational teachers both quantitative and qualitative conducted by studying relevant documents, articles and research collecting data from 18 research papers related to the competency and professional standards for vocational teachers in Thailand, as well as validating the content accuracy with the theory and concept of competency of vocational teachers. The research results were found that the competencies of vocational teachers consist of 3 components: 1) core competencies, 2) competency, expertise, and 3) competencies in specific areas. The results of the teacher competency comparison showed the most core competency scores in communication, functional competency focuses on teacher competencies, and professional competency mainly focuses on developing competency-based curricula.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Therefore, promoting the competency of vocational teachers in the disruptive era must focus on the development of competencies through a variety of methods, continuous professional training in conjunction with the establishments. Along with seeking new knowledge to build the competency of teaching and work with the establishment.</p> Tanapon Srisukwatanachai Sutthawongwadee Senawin Achara Boonkong Sanit Hajaturas Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-09-18 2023-09-18 9 3 71 81 Impact of Green Advertising on Green Product Purchase Intention: Mediating Role of Consumer Trust https://so05.tci-thaijo.org/index.php/pacific/article/view/268651 <p> This study is to test the impacts of green advertising on social media and consumer green product purchase intentions focusing on the mediating role of consumer trust. This research employed an empirical study using online questionnaire to collect data from 427 Chinese consumers who aged over 18 years old and have a minimum high school education, are aware, and interested in buying green products using a snowball sampling method. The hypotheses were tested using structural equation modeling (SEM) procedure. The results showed that (1) acceptance of green advertising on social media had a significant positive impact on green product purchase intention; (2) acceptance of green advertising on social media had a significant positive impact on customer trust; (3) consumer trust had a significant positive impact on green product purchase intention, and (4) consumer trust had a partial mediating effect on the relationship between acceptance of green advertising on social media and green product purchase intention.</p> Chanchai Bunchapattanasakda Yue Huang Porntiwa Bunchapattanasakda Boonyaporn Boonmek Hatairat Lertjanyakit Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-10-12 2023-10-12 9 3 82 98 Users’ Information Security Perception Impact on Consumers' Continuous Purchase Intention in O2O Food and Beverage Takeaway Platforms https://so05.tci-thaijo.org/index.php/pacific/article/view/268754 <p> This study investigated the impact of user information security perception on consumers' continuous purchase intention in O2O food and beverage takeaway platforms. The study employed quantitative research using a structured-online questionnaires to collect data from 439 Chinese users who has an online buying experience in O2O food and beverage takeaway platforms in Kunming city, China, through the convenience sampling approach. This study proposed a theoretical model of the influencing factors of user's continuous purchase intention. The results from Structural Equation Model (SEM) analysis found that users’ information security perception (perceived perception and controllable perception) has a positive impact on continuous purchase intentions. Besides, this research verified user trust (both cognitive trust and affective trust) is positively influenced by perceived perception, understood perception and controllable perception. Furthermore, we determined that consumers’ continuous purchase intention is influenced by two dimensions of trust including both cognitive trust and affective trust. Finally, trust as a mediating variable was confirmed to play a partial mediating role in the relationship between information security perception and continuous purchase intention. The findings can further drive consumers' online purchasing behavior and provide a reference for operating companies to create an internet catering platform with mobile and interactive features.</p> Yue Huang Chanchai Bunchapattanasakda Boonyaporn Boonmek Porntiwa Bunchapattanasakda Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-10-14 2023-10-14 9 3 99 114 Tourist Satisfaction in Virtual Reality Immersive Experiences: Implications for the Tourism Industry https://so05.tci-thaijo.org/index.php/pacific/article/view/268596 <p> This study investigates the impact of virtual reality (VR) on tourist perceptions and travel decisions through thematic analysis of interviews. It uncovers that VR enhances destination engagement by immersing users in virtual destinations, fostering emotional connections, and aiding in travel planning. Content quality and accessibility challenges are identified, with variations in VR content quality and accessibility barriers, primarily related to cost and high PC requirements. The study suggests practical implications for the tourism industry, potential mediation models linking VR to satisfaction, and implications for government policies and investments in VR technology. It also identifies future research avenues in VR tourism and highlights the potential for businesses to gain a competitive advantage by tailoring VR offerings. Ultimately, the study contributes to both theoretical knowledge and practical applications within the tourism industry, offering insights into enhancing tourist satisfaction and enriching travel experiences.</p> Yun HU Chaithanaskorn Phawitpiriyakliti Sid Terason Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-10-14 2023-10-14 9 3 115 128 The Usage of Metacognitive Strategy Instruction to Promote the Comprehensive Reading Abilities for Undergraduate Students https://so05.tci-thaijo.org/index.php/pacific/article/view/269047 <p style="font-weight: 400;"> English teachers in Thailand should be aware of the necessity of integrating reading strategy instruction into routine English sessions to improve high school students' reading comprehension and motivate them to read in the language. Evidence suggests that reading methods are not frequently taught in Thai middle and high schools; EFL students expressed the opinion that they ought to have been.<br /> The exploration of this study were based on reading comprehension skills after four weeks of education using the metacognitive method CALLA. The effects of metacognitive strategies on the reading comprehension abilities of 30 undergraduate students were examined using a one-shot case approach. Throughout the intervention, individuals completed online reading assignments and used reading logs to consider their metacognitive awareness and self-regulation skills. Qualitative analysis was performed on the reading log data from the participants. The results show that teaching metacognitive strategies to students can improve their reading comprehension abilities. Furthermore, the findings suggested an increase in metacognitive awareness. They are independent and strategic readers. However, they also require exercises and lectures on vocabulary and syntax. Additionally, students should be taught Internet Reading Comprehension Strategies.</p> <p style="font-weight: 400;"><strong> </strong></p> Kongkiat Khunasathitchai Thaweesak Linkhome Sita Sittironnarit Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-12-04 2023-12-04 9 3 129 140 The Causal Factors Influencing Customer Loyalty for Self Service Technology of Commercial Bank in Thailand https://so05.tci-thaijo.org/index.php/pacific/article/view/269677 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research is a quantitative research. The objectives of this study were (1) to study the influence of causal factors on customer intention and trust in using self-service technology services of commercial banks in Thailand; (3) To develop a structural equation model of causal factors influencing customer loyalty using self-service technology (SST). of commercial banks listed on the Stock Exchange of Thailand The sample group was 400 customers using self-service technology (SST) using convenience random sampling. The tool used was a questionnaire. Implementation of mixed model research according to a convergent-parallel approach. The study found that Use intentions are directly influenced by the quality of technology implementation. technology acceptance and electronic word-of-mouth communication The predictive coefficient of intention to use was 45.2%. Trust was directly influenced by quality of use of technology, acceptance of technology and electronic word-of-mouth communication There was a predictive coefficient of intent to use 56.8%, and customer loyalty directly influenced by technology implementation quality technology acceptance intention to use and trust, with a predictive coefficient of loyalty of 84.5 percent, but customer loyalty not directly influenced by electronic word-of-mouth communication at the significance level of 0.05.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The results of the analysis of the structural equation model were developed and found that it was consistent with the empirical data. Qua-square per degree of freedom was 1.308, p-value was 0.052, CFI was 0.995, GFI was 0.975, RMSEA was 0.028, RMR was 0.007, which theoretically explained that the aforementioned structural equation model was consistent with the theoretical model that set at an acceptable level.</p> Sasithon Imwut Patcharee chayakornsopit Sumalee Somnuk Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-05-26 2023-05-26 9 3 141 155 Impact of Electronic Service Quality and Perceive Value on Continuance Intention to Use Application for Reading Digital Comics among Generation Z in Pathum Thani Province https://so05.tci-thaijo.org/index.php/pacific/article/view/268939 <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; This research aims to study the impact model of electronic service quality and reader perceive value on continuance intention to use application for reading digital comics. It is a quantitative research using online questionnaires as a tool for collecting data from the generation Z that had used the application to read digital comics, totaling 400 persons were used to analyze the data with descriptive statistics, including frequency distributions, percentage averages, and inferential statistics using structural equation models</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; This research found that electronic service quality and reader perceive value has a positive impact on continuance intention to use application for reading digital comics. Statistically significant at the 0.001 level and reader perceive value can mediating the relationship between electronic service quality and continuance intention to use application for reading digital comics. Statistically significant at the 0.001 level. In addition the factor that has the greatest overall influence on continuance intention to use application for reading digital comics is electronic service quality (TE=0.907), followed by reader perceive value (TE=0.523). All factors can together predict continuance intention to use application for reading digital comics of the Generation Z in pathum thani province at 90.00 % (R<sup>2</sup>=0.90)</p> <div id="urban_overlay" style="left: -10px; top: -10px; width: 0px; height: 0px;">&nbsp;</div> Seree Gronphet Nattapong Sribunruang poonsak poolmuangrat Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-11-22 2023-11-22 9 3 156 173 Entrepreneurs' Needs for The Bachelor of Accountancy Program and Characteristics of Accountants Desired by Accounting and Auditing Firms https://so05.tci-thaijo.org/index.php/pacific/article/view/267911 <p> The purpose of this research is to survey the characteristics of accountants that are desirable in accounting and auditing firms. The population and sample were 30 accounting and auditing firms. The sample selection was based on a specific method. Use questionnaires as a research tool. Preliminary data analysis about the sample using descriptive statistics with frequency distribution, percentage, mean, standard deviation. Testing data to meet objectives Use inferential statistics using multiple regression analysis.</p> <p> The research results found that characteristics include knowledge in professional accounting and related sciences. Knowledge and understanding of general management, behavior, organization, marketing, international business management. Statistics and quantitative analysis Auditing Knowledge of business law and taxation Setting up accounting systems and accounting information, morality, ethics, responsibility for self, profession, and society. Ability to think, analyze, synthesize, and integrate professional accounting knowledge and experience. Have a creative attitude. Knowledge of modern technology Able to communicate and use technology effectively. the information obtained from the survey to improve the curriculum and teaching arrangements and to meet the needs of quality accounting office establishments.</p> Nathaporn Gunnarapong Ratchanee Binyasen Jariya Rodjun Chalit polinhom Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-09-21 2023-09-21 9 3 174 182 Communication, Behavior, and Trends of Consumer Spending in a Cashless Society https://so05.tci-thaijo.org/index.php/pacific/article/view/270300 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research studies communication, behavior, and trends of consumer spending in a cashless society focusing on the male and female population living in the Bangkok area aged 18-60 years and over, totaling 500 people.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;The objectives of this research are 1) to study communication models in electronic financial transactions 2) to study behavior in electronic financial transactions 3) to study trends in electronic financial transactions.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Employing quantitative research methodology using frequencies and percentage statistics, the research found that the form of communication in electronic financial transactions was the most common: Internet Banking/Mobile Banking, followed by electronic money (e- Money) such as Wallet, True Money, Rabbit Line Pay, credit/debit cards, respectively. In terms of behavior of electronic financial transactions, it was found that respondents had the most electronic financial transactions behavior. As for trends in electronic financial transactions among people living in Bangkok, it was found that respondents were most likely to engage in electronic financial transactions.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Further study, for example, should focus on promotion and support of the production of smartphone technology for low-income and remote people.</p> Palphol Rodloytuk Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-12-04 2023-12-04 9 3 183 195 Application of The Appreciative Inquiry Process as a Guideline for Developing Positive Strategies of Trat Primary Education Service Area Office: Case Study of Supervision Monitoring and Evaluation of Educational Group https://so05.tci-thaijo.org/index.php/pacific/article/view/265972 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The objectives of this research article are 1) to study the current state of the appreciative inquiry concept, 2) to study the positive strategy development approach by SOAR analysis, and 3) to examine the application of the appreciative inquiry process in the development of positive strategies. Study with qualitative research methods and action research and a group of 15 key informants, namely 9 educational supervisors, 3 school directors and 3 teachers under the Trat Primary Educational Service Area Office.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The results of the research were as follows: 1) The results of the study of current conditions found that the study consisted of 2 parts: 1) Studying from documents such as development plans, annual government work plans and websites 2) By in-depth interviews with key informants. With positive appreciative inquiry questions in 10 dimensions: innovation, productivity, learning, intrinsic motivation. extrinsic motivation team work atmosphere human resource development income and services and risk management 2) The results of the study of positive strategy development guidelines consisted of 5 steps: identifying the scope of findings of interest to study, data collection, data analysis and interpretation, Developing a positive strategy and positive strategic maps and guidelines. 3) The results of the examination of the guidelines for applying the appreciative inquiry process in positive strategy development were found to be appropriate. is correct have a possibility and useful, high level</p> Arungiat Chansongsaeng Theerangkoon Warabamrungkul Reongwit Nilkote Waiwoot Boonloy Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-06-27 2023-06-27 9 3 196 210 Influencing Factors of Perceived Value of Rural Tourism Based on Consumer Characteristic https://so05.tci-thaijo.org/index.php/pacific/article/view/264122 <p> According to the service quality model (SERVQUAL), the framework of this study designs a tourism service quality model based on the perceived value of tourists based on consumer characteristics. This study uses SPSS 24.0 and AMOS 22.0 software to conduct in-depth interviews and questionnaires to explore its impact mechanism. Data were collected from 552 Chinese respondents who had experienced rural tourism in Taiyuan, Shanxi in the past year. The results show that there is a significant relationship between tourist perceived value and tourist satisfaction. The five dimensions of perceived value, namely, landscape value, emotional value, cost value, social value, product and service value, are significantly related to tourist satisfaction. The four dimensions of perceived value, namely, landscape value, emotional value, cost value, and product and service value, are significantly related to tourist loyalty, but not to social value. The analysis shows that tourists' perceived value affects tourists' loyalty and satisfaction to rural tourism destinations. This study can not only guide the further development of rural tourism, but also effectively improve the influence and marketing effect of tourism products.</p> Jing Wang Tippawan Lertatthakornkit Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-03-16 2023-03-16 9 3 211 225 The Public Administration of Political Office Holder of Thailand: A case study of Deputy Prime Minister https://so05.tci-thaijo.org/index.php/pacific/article/view/265512 <p> This research paper presents the essence of the study on the administration of the deputy prime minister. Which is a qualitative research by studying a case study approach under the framework of research concepts consisting of public interest, administration of political office holder, public administration knowledge and guidelines. The purpose of this research is to study the public administration of political office holder in Thailand for the benefit of the administration of the Thai public affairs. Participatory observation data collection method was used, together with non-participatory observation, Informal conversations for individuals and groups, and document analysis. The results showed that political office holder in the position of deputy prime minister considered a political official who plays an important role in the state administration, because this position had to act on behalf of the prime minister and the administration of political office holder in the position of deputy prime minister, reflecting the administration of public affairs at the policy level, namely structure, powers and authorities, administrative procedures including organizational behavior.</p> Noppadol Soonthornon Chompoonuch Soonthornon Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-07-14 2023-07-14 9 3 226 241 The Decision To Purchase Voluntary Personal Car Insurance in Saraburi Province https://so05.tci-thaijo.org/index.php/pacific/article/view/270606 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research aims to achieve the following objective: 1) To study the level of marketing mix factors (7Ps) that affect the Decision to Purchase Voluntary Personal Car Insurance in Saraburi Province area. 2) To conduct a comparative study of personal factors and their influence on the decision-making process for the decision to purchase voluntary personal car insurance in Saraburi province. 3) To study the analysis of marketing mix factors (7Ps) that influence the decision-making process for purchasing personal auto insurance in the voluntarily insured market in the province of Saraburi. The sample group consists of 400 conveniently selected individuals who have purchased personal auto insurance in the voluntarily insured market in the Saraburi province. The tools used for data collection are questionnaires. Statistical methods employed for data analysis include frequency distribution, percentages, averages, standard deviations, t-test, F-test, or one-way analysis of variance (ANOVA) for assessing variability.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;Results indicated that: 1) gender, age, education level, occupation did not affect the decision to purchase personal voluntary motor insurance in Saraburi province area. 2) The results of analyze market mix factors (7Ps) by using the multiple regression method revealed that only one factor influenced the decision to purchase personal voluntary motor insurance in Saraburi province area is physical environment. Consumers value the location of the insurance company in order to be able to easily contact and coordinate insurance matters.</p> Samrit Nuamsiri Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-08-22 2023-08-22 9 3 242 256 Developing Malay Reading Skills Using a Phonics Blends Activity Set For Grade 5 Student at Ban Chok Ko School. Narathiwat Province https://so05.tci-thaijo.org/index.php/pacific/article/view/270224 <p> The objectives of this research are 1) to compare the development of Malay reading skills before studying and after studying using the Phonics Blens teaching activity set and to study satisfaction of student towards using the Phonics reading aloud teaching activity set. The population and sample were 5<sup>th</sup> grade students ata Ban Chok Ko School. Narathiwat Province whice is a government school that uses an Islamic studies curriculum (intensive) in the three suuthern boeder provinces of Thailand, numbering 30 students. The research tools include: 1) a teaching pla to develop the pronunciation of Malay words in the format Knicks Grade 5,4 plans, total 8 lessons. 2) Dig into teaching activities to practice reading and pronouncing Malay words used in each plan. 3) Vocabulary practics sets regarding the process of pronouncing Malay word 4) Score sheets and tests to measure knowledge before class (Pre-Test) and after class (Post-Test) 5) Student satisfaction questionnaires Concerning the use of a phonics reading aloud teaching activity set as a 10-item rating scale assessment, the research results found that. The research results found that 1) Academic achievement in developing Malay reading skills using Phonics Blends teaching and learning activities. The pre-test and post-test of student had an average acore of 6.03 points, respectively, and when comparing the scores before studying and after studying. It was found that students’ scores after studying were significantly higher than before studying at the 0.05 level. 2) students’ satisfaction with the Phonics Blends teaching and learning activity set is at the highest level. With amean of 4.69 and a mean standard deviation of 0.58</p> Kartini Wado Pareeda Hayiteh Nurusnida Puteh Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-12-13 2023-12-13 9 3 257 270 Factors Affecting the Success of the Strategic Management of Rajamangala University to Drive Important Issues in the Nation https://so05.tci-thaijo.org/index.php/pacific/article/view/270608 <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The purpose of this research was to study the level of success in strategic administration at Rajamangala University of Technology. and to study factors affecting the success of the management according to the strategy of Rajamangala University of Technology to drive the country's important issues. This research is an integrated research method. Data were collected by questionnaires of 121 people and in-depth interviews of 9 people. The statistics used in quantitative data analysis were descriptive statistics and inferential statistics the qualitative data was analyzed using inductive data.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The research showed that personal factors in terms gender (Sig. = 0.000) , age (Sig. = 0.001) personnel status (Sig. = 0.027) , position (Sig. = 0.023) And working period (Sig. = 0.016). Different factors affect success in administration according to the Rajamangala University of Technology strategy differently. As for the factor of education level doesn’t affect.</p> <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;An important factor in the administration according to the university’s strategy to achieve success under the concept of management of 7’s McKinsey consists of strategic factors. organization structure factor system factor Personnel factor Skill factor management style factors and shared value factors affecting the success of the management according to the Rajamangala University of Technology strategy to drive the country's important issues.</p> Kanlayanee Mingjarurnporn Kanchaya Chaivirutnukul Sumalee Somnuk Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-05-23 2023-05-23 9 3 271 282 Marketing Mix for Service Business and Use of Technologies Influencing People’s Decision to Use Mobile Banking in Bangkok https://so05.tci-thaijo.org/index.php/pacific/article/view/270925 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;The purpose of this research was to study the marketing mix factors of service businesses that influence the decision to use mobile banking services in Bangkok and to explore the factors using technology that influence the decision to use mobile banking services in Bangkok through a random sampling of 401 people by studying demographic characteristics consist of gender, age, education level, income, and status. Including factors influencing the marketing mix (7P) are studied, namely products, prices, and distribution channels. Marketing Promotion, Process, People, Physical Characteristics, and the study of technology-related factors, including safety, the perception of ease, the perceived benefit, and the recognition of trust tools used in education, is a questionnaire. The reliability was 0.906. The statistics used in the data analysis were descriptive statistics, including the use of frequency distribution tables (Frequency), Percentage (Mean) and Standard Deviation (Standard Deviation), and inferential statistics. T-Test, F-test, and Multiple Regression analysis&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; <br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;The analysis showed that demographic factors, gender, age, education, income, and status, the results of the statistical hypothesis test concluded that there is no influence on the decision to use mobile banking services and marketing mix factors, consisting of products, prices, distribution channels, Integrated Marketing Communication, Process, People, and Physical Characteristics, had a positive influence on the decision to use mobile banking service of people in Bangkok and technology utilization factors, including safety in use and perceived ease of use perceived benefits recognition of trust in use had a positive influence on the decision to use mobile banking services of the people in Bangkok.</p> Chettapat Trivijikhun Tanasorn Girum Sumalee Somnuk Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-05-23 2023-05-23 9 3 283 292 Problems of The Impact of Illegal Foreign Workers in Mae Sot District Tak Province https://so05.tci-thaijo.org/index.php/pacific/article/view/270927 <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The objective of this study was to study the impact of illegal foreign workers in Thailand by considering the following problems included 1) social impact, 2) public health impact, and 3) impact on national security. This study was a qualitative research by studying legal documents, act, rule, regulation, announce, order, in order to make an analysis and propose to amend the law.</p> <p>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The study result revealed that since Royal Decree on Management of Foreigner's Work (No. 2) B.E. 2561 into force showed that the illegal foreign labor hiring in Thailand had social impact, the competition among foreign workers, burglary, quarrel from drinking, causing some Thai people to be afraid. For public health impact found that illegal foreign labor hiring in Thailand where illegal entry workers There will be no medical examination and they were a carrier of new diseases arrived in Thailand. For the impact on national security found that foreign workers to work in Thailand illegally will scattered in various areas across the country result in administrative problems.<br>&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Therefore, it should amend the Royal Decree on Management of the Working of Foreigners (No. 2), B.E. 2561 (2018) Section 29/1 “There should be a provincial foreign work management policy committee which consists of provincial governor, sheriff, deputy district chief, provincial labor, superintendent of the revenue police, village headman, hospital doctor being appointed as a director. The Provincial Foreign Workers Administration Office would be a secretary”. Section 30/1 “The committee has authority and duty to set policy and directs and manages the work of foreign workers as following : 1) establish policies for managing the work of foreign workers, 2) set a policy for recruiting foreign workers based on knowledge and ability, 3) organize a training course for foreign workers about the law and local customs, 4) other acts required by law</p> Saman Kabmala Nimit Padungsilpairod Krisana Fungjai Jarunee wuntong Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-08-18 2023-08-18 9 3 293 303 ปัญหาทางกฎหมายที่เกี่ยวกับการหย่า ตามมาตรา 1516(4/2) แห่งประมวลกฎหมายแพ่งและพาณิชย์ : ศึกษากรณีที่สามีและภริยาสมัครใจแยกกันอยู่เพราะเหตุที่ไม่อาจอยู่ร่วมกันฉันสามีภริยาได้โดยปกติสุขตลอดมาสามปี https://so05.tci-thaijo.org/index.php/pacific/article/view/270931 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; In the case where one spouse files a lawsuit against the other spouse in order for the court to adjudicate divorce. which is one of the reasons for filing for divorce in Thailand Finding a new place to live for a separated couple involves costs. It creates a burden on one spouse to have to pack things up and leave the residence they used to live in together. And still can't find a new place to live. Therefore it is unavoidable to have to stay same accommodation But stay in different rooms for now. Having not had a relationship as husband and wife for more than three years, there is a problem that if the husband and wife voluntarily separate but still living in the same residence In the case of voluntary separation due to the inability to live happily together as husband and wife This is the principle of consideration in cases where married couples live separately and live far from each other, even if the spouses continue to live at the same address. It can be a cause for filing for divorce. And there are cases that directly arise that have already been decided by foreign courts. When comparing the aforementioned divorce filing grounds in Thailand According to the Civil and Commercial Code, Section 1516 (4/2) with foreign countries According to the Family Law Act 1975, Section 48 (2) and Section 49 (2), related concepts and judgments This article found that Separate principles under one roof Studies in foreign family law should be used to interpret the grounds for divorce as a result of voluntary separation according to Section 1516 (4/2). However, considering that spouses voluntarily separate but still living in the same house or the same residence But each side is separated.</p> Phawinee Kunsongklam Parameas Aksorndee Apinya Duangtisan Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-08-27 2023-08-27 9 3 304 317 Cultural Competence Organizational Engagement and Happiness in Work of a Private University Personnel https://so05.tci-thaijo.org/index.php/pacific/article/view/264836 <p> The purposes of this study were 1) to study the level of cultural competence, organizational engagement and happiness in work of a private university personnel 2) study to compare happiness in work of by personal factor. 3) to study correlation between cultural competence and happiness in work of a private university personnel and 4) to study correlation between organizational engagement and happiness in work of a private university personnel.<br /> The samples of this study were 114 of a private university personnel. Which were selected by proportional stratified sampling. Data were collected and analyzed by computer package program. Statistical procedures were percentage, mean, standard deviation, t-test, F-test (One Way Anova), multiple comparisons; Least Significant Different Test (LSD) and Pearson’s Product Moment Correlation Coefficient.<br /> The results showed that: 1) the level of cultural competence and organizational engagement and happiness in work were at high 2) personnel in a private university who had difference marital status had difference in happiness in work which were statistically significant at .05 3) cultural competence had positive correlation with happiness in work significantly at .01 4) organizational engagement had positive correlation with happiness in work significantly at .01</p> Sala Kiewmanee Chalermkwan Singhwee Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-04-04 2023-04-04 9 3 318 330 Factor of Content Marketing Affecting Household Purchase Decisions of Consumers Through Electronic Commerce https://so05.tci-thaijo.org/index.php/pacific/article/view/270969 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; This research investigated content marketing factors that affect consumers' decisions to purchase household goods through e-commerce. This research is quantitative research based on a predictive design research pattern. The variables studied were measured, including personal factors. Service marketing mix and content marketing factors affect consumers' decisions to buy household products through e-commerce. The researcher collected data on a sample of people who purchased household goods through e-commerce. A total of 400 people analyzed descriptive statistics and inferential statistics<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; The analysis showed that: Most respondents have an opinion on content marketing factors that affect consumers' decision to purchase household goods through e-commerce. All 4 aspects are largely where personal factors influence consumers' decision to purchase household goods through electronic commerce have different results in decision-making, and I agree that the market mix factors include product, price, channel, marketing promotion, personnel, process, and physical aspects, which can be used to predict consumer purchasing decisions through e-commerce. 77.1 percent also found that content marketing factors include: Functional safety on Facebook, Instagram, Tiktok, and Shopee 62.2 percent predicted household purchase decisions through electronic commerce.</p> Kritwisit Akarachotchaiwanich Tanasorn Girum Sumalee Somnuk Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-05-23 2023-05-23 9 3 331 339 Efficiency of Financial and Accounting Operations of Rajamangala University of Technology Group https://so05.tci-thaijo.org/index.php/pacific/article/view/270970 <p>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;The objective of this research is to study the factors influencing the efficiency of financial and accounting operations in the nine universities of the Rajamangala University of Technology. This is a quantitative research study that collects data through questionnaires from a sample group of 220 individuals. The questionnaire has been validated for content validity using the Index of Item-Objective Congruence (IOC), which ranges from 0.67 to 1.00. The reliability of the questionnaire was tested using Cronbach's alpha coefficient, which yielded a value of 0.959. The statistical methods used for data analysis include correlation analysis, variance analysis, and multiple regression analysis.<br>&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;The research findings revealed that personal factors, specifically educational level and experience, significantly influence the efficiency of financial and accounting operations in the Rajamangala University of Technology at a significant level of 0.05. Additionally, knowledge and skills factors in finance and accounting, including knowledge in finance and accounting and proficiency in using accounting software, have a significant impact on the efficiency of financial and accounting operations in the Rajamangala University of Technology. The regression analysis results show an R<sup>2</sup> value of 0.433, F-value of 55.090, Sig. value of .000, and Durbin-Watson value of 1.551. Moreover, information technology factors in accounting, specifically the GFMIS system and data processing in accounting, significantly affect the efficiency of financial and accounting operations in the Rajamangala University of Technology. The regression analysis results show an R<sup>2</sup> value of 0.574, F-value of 146.275, Sig. value of .000, and Durbin-Watson value of 1.832. Finally, support factors from organizational units, including materials and management, have a significant impact on the efficiency of financial and accounting operations in the Rajamangala University of Technology system. The regression analysis results show an R<sup>2</sup> value of 0.605, F-value of 110.096, Sig. value of .000, and Durbin-Watson value of 1.900.</p> Nathakan Jandongkunlaphat Kanchaya Chaivirutnukul Sumalee Somnuk Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-05-23 2023-05-23 9 3 340 348 Factor Determining Investment Behaviors that Lead to Life Goals of Generation Y Population in Nakhon Pathom Area https://so05.tci-thaijo.org/index.php/pacific/article/view/265182 <p> This study aims to 1) To study knowledge and understanding of investment affecting investment behavior of Generation Y population. 2)To study investment motivation affecting investment behavior of Generation Y population. 3)To study investment environmental affecting investment behavior of Generation Y population. And 4) To study investment behavior affecting life goals achievement of Generation Y. Using a technique of stratified random sampling. The research instrument were questionnaires. The statistics and data analysis were percentage, mean, standard deviation. The research results showed that, the investment of knowledge and understanding, motivation, and environmental affecting investment behavior of Generation Y in Nakhon Pathom with statistical significance at the level 0.05. Furthermore, also found that investment behavior affecting life goals achievement of Generation Y in Nakhon Pathom with statistical significance at the level 0.05. This research results point to development practices of investment method for investors community.</p> Preyanan Chuaybudda Taninrat Rattanapongpinyo Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-06-15 2023-06-15 9 3 349 361 The New Normal of Early Childhood Education Management In Primary School https://so05.tci-thaijo.org/index.php/pacific/article/view/266030 <p> The purpose of this research was to discover new normal of early childhood education management of primary school by applying the Ethnographic Delphi Future Research (EDFR) technique. The research used purposive sampling for selecting 21 experts. The instruments for collecting the data were Unstructured interviews and questionnaires. The statistics used for data analyzed were median, mode and interquartile range and content analysis.<br /> The results revealed that: The new normal of early childhood education management in primary school consisted of 6 aspects as follows :<br /> 1) Policy formulation and planning : The schools must have flexible management that can be adjusted according to problems and contexts. There is unity and uniform measures. There is a systematic work placement and creates awareness for all stakeholders to understand and supervise. Follow up and evaluate the results to improve continuously.<br /> 2) Personnel management : The schools must develop personnel to have the potential to work according to their roles and responsibilities. Teachers have developed themselves to have expertise in producing media various forms of technology are ready to work anytime, anywhere. Build morale in work under safety measures, ready to provide experiences for children and create understanding for students, parents, families, communities, society in an appropriate way<br /> 3) Organize the environment to ensure the safety of hygiene : The schools should provide an environment learning resources taking into account safety and contributing to the development of children An incident response plan is prepared and forwarded. Supporting or provisioning materials and providing or creating innovation or a platform to create an environment conducive to learn.<br /> 4) Participation of family and community : The schools should invite officials, parents, and communities to participate in networking to help schools and participate in developing children's potential in learning at home. Be a teacher to help organize experiences for children at home to participate in tracking progress, exchanging ideas on child development with teachers.<br /> 5) Curriculum design and experience management : Optimize the course with the situation based on principles and designing the experience according to the curriculum standards and arranging a schedule suitable for the situation according to the availability and differences of each family. Communicate with parents using the form of PLC process through an online channel system to exchange knowledge and find solutions to improve and develop.<br /> 6) Promoting all-round development : The teachers must analyze the development of the child if there is any deficiency or completeness before completing the child. Analyze developmental assessment forms and design experiences for children to develop in all aspects. Providing/producing video clips or set boxes with easy-to-use descriptions to send to parents to study for activities. Teachers create activities to promote development in a variety of formats.</p> Kanchana Artayakul Copyright (c) 2023 Pacific Institute of Management Science http://creativecommons.org/licenses/by-nc-nd/4.0 2023-06-17 2023-06-17 9 3 362 377