The Journal of Pacific Institute of Management Science (Humanities and Social Science)

Morale in Working Performance of Teachers in Chat Trakan District Phitsanulok Province Under Office of The Basic Education Commission

Suchat Jaipukdee — Sat, 09 Nov 2024 00:00:00 +0700

The purpose of this research were to study 1) the morale levels of teachers in Chat Trakan District, Phitsanulok Province under Office of the Basic Education Commission and 2) to compare the performance morale of teachers in Chat Trakan District, Phitsanulok Province under Office of the Basic Education Commission. The sample group were 196 teachers classified by gender, age, job position and age teachers in Chat Trakan District, Phitsanulok Province under Office of the Basic Education Commission. The instrument used for data collection was a 5-level rating scale questionnaires was a questionnaire created by the researcher, which was divided into three parts. The content validity was calculated by a method of Index of Consistency (IOC) between questions and objectives. Then, the results obtained were the values of 0.67-1.00. The confidence value were calculated and analyzed using Cronbach's alpha coefficient. The result obtained was the value of 0.965. The statistical data analysis were percentage, arithmetic mean, standard deviation, t-test (independent t-test) and F-test (one -way ANOVA). Test the difference of the average was lay a pair by the way of scheffe’s method.

The results of the research were as follows : 1) the level of morale of teachers in Chat Trakan District, Phitsanulok Province under Office of the Basic Education Commission, was at a high level. While considering on each aspect, there was a high level of opinions on all aspects as well. 2) To make comparison the level of morale in work classified by gender and job position could be found no difference but classified by age and age teachers, the results showed that there was a significant difference at .05 level.

The Behavior To Purchase Fresh Coffee Of Consumers In Mae Chan District, Chiang Rai Province

Anon Sansai — Tue, 05 Nov 2024 00:00:00 +0700

The objectives of this independent study were 1) to examine the relationship between the demographic factors and consumer behavior on fresh coffee consumption in Mae Chan district, Chiang Rai province, and 2) to examine the relationship between the service marketing mix factors and consumer behavior on fresh coffee consumption in the study area. The sample group was composed of 400 respondents who lived in 3 sub districts, including Pa Tueng, Mae Chan and Mae Kham sub districts. The questionnaire was used as the instrument to collect the data. The data were statistically analyzed for percentage, mean, and standard deviation. The hypothesis testing was conducted through Chi-Square at the statistical significance level of 0.05.
Regarding the study findings, the majority of the participants were females aged between 21 and 40 years, whose educational background was at the undergraduate level.
Their occupations were students/college students with an average income between 5,001 and 15,000 baht. They consumed fresh coffee 2 - 3 times a week in the morning between 9.00 – 12.00 a.m. The most commonly consumed coffee was Cappuccino. The reason for choosing fresh coffee was the taste of the coffee (product). The cost of the service was 26 and 50 baht and decision making by themselves. As for the service marketing mix factors affecting consumer behavior on fresh coffee consumption, it was found that the product factor was the most important factor, followed by physical evidence factor, people factor, price factor, place factor, process factor, and promotion factor respectively.
The results of hypothesis testing indicated that gender factor was related to consumer behavior in terms of cost on fresh coffee, while other aspects of consumer behavior were not related. Age factor was not related to consumer behavior in terms of cost on fresh coffee, whereas other aspects of consumer behavior were related. Educational factor was not related to consumer behavior in terms of spending time on fresh coffee consumption, while other aspects of consumer behavior were related. Occupational factor and income factor were related to consumer behavior in all aspects. The seven service marketing mix factors were related to consumers’ behavior on fresh coffee consumption as follows: Product factor was related to consumer behavior in terms of spending time on fresh coffee consumption, the cost of buying fresh coffee for a time, people and reason were involved to decision making on fresh coffee consumption. Price factor and place factor were related to consumer behavior in terms of cost of buying fresh coffee for a time. Promotion factor was related to consumer behavior in terms of the frequency on fresh coffee consumption at an average time per week, duration of fresh coffee consumption and cost of buying fresh coffee for a time. People factor was related to consumer behavior in terms of the frequency on fresh coffee consumption at an average time per week and duration of fresh coffee consumption. Process factor was correlated to consumer behavior in terms of the frequency on fresh coffee consumption at an average time per week and duration of fresh coffee consumption. Physical evidence factor was related to consumer behavior in terms of duration on fresh coffee consumption, type of fresh coffee, and cost of buying fresh coffee for a time.

Marketing mix factors affecting the decision to study at the Pacific Institute of Management Science

Salika Kayod — Fri, 08 Nov 2024 00:00:00 +0700

This research aimed to: 1) study the level of marketing mix factors affecting students’ decisions to study at the Pacific Institute of Management; 2) compare personal factors affecting students’ decisions to study at the Pacific Institute of Management; and 3) examine the marketing mix factors affecting students’ decisions to study at the Pacific Institute of Management. The sample group consisted of 327 students from the Pacific Institute of Management. The statistical methods used in the research included percentages, means, standard deviations, T-tests, F-tests, and linear regression analysis to determine the relationships between the factors.

The research results indicated that the level of marketing mix factors, measured by image, was moderate, with an average value of 3.40. The factors were ranked as follows: 1. Personnel (x̄ = 3.68), 2. Promotion (x̄ = 3.55), 3. Location (x̄ = 3.50), 4. Process (x̄ = 3.49), 5. Price (x̄ = 3.41), 6. Physical characteristics (x̄ = 3.22), and 7. Product (x̄ = 2.97). Additionally, students with different genders, ages, and average family incomes showed significantly different decisions regarding studying at the Pacific Institute of Management, with statistical significance at the 0.05 level. Lastly, a linear regression equation was used to predict the decision-making process of students from Pacific management institutions: Y = 0.154 (Product) + 0.142 (Personnel) + 0.145 (Price) + 0.149 (Location) + 0.146 (Physical characteristics) + 0.152 (Marketing promotion) + 0.109 (Process).

Marketing mix affecting the purchasing decision of souvenirs of consumers in Mae Thongkham Market, Mueang District, Phayao Province

Supasara Boonruang — Thu, 31 Aug 2023 00:00:00 +0700

The objectives of this study were: 1) to examine the level of marketing mix factors affecting the decision to buy souvenirs among consumers in Mae Thongkham Market; 2) to compare the marketing mix factors affecting the decision to buy souvenirs in Mae Thongkham Market; and 3) to investigate the relationship between marketing mix factors and the decision to buy souvenirs in Mae Thongkham Market. The sample consisted of 385 people who had purchased souvenirs at Mae Thongkham Market. The statistics used were percentages, means, standard deviations, T-tests, F-tests, and multiple regression.

Most souvenir buyers were female, aged 41-50 years, held a bachelor's degree, were employed, and had an average income of 20,001-30,000 baht. Demographic factors, including gender, age, education, occupation, and income, affected the decision to buy souvenirs. The marketing mix had an overall high level of influence on the decision to buy souvenirs. The highest mean score for the personal aspect was at a high level ( x̄ = 3.95), followed by the location aspect at a high level ( x̄ = 4.29), the product aspect at a high level ( x̄ = 4.16), the price aspect at a high level ( x̄ = 4.14), the service process at a high level ( x̄ = 4.08), marketing promotion at a moderate level ( x̄ = 3.48), and the physical aspect at a moderate level ( x̄ = 3.47).

The multiple regression analysis of marketing mix factors that entered the regression equation with statistical significance at the 0.05 level included product factors, price factors, distribution channel factors, and marketing promotion factors. The equation was: Y purchase decision = 0.48+ 0.11 (Product)+0.29(Price)+0.45 (Place) + 1.21 (Promotion)+ 1.84 (Personnel)+ 1.83 (Physical)+3.25 (Service Process); R² = 0.84.

The Causal Factors Influencing The Efficiency Of Social Media Customer Relationship Management: Toward Hotel Business In Thailand

Phornpimon Aodton, Sruangporn Satchapappichit , Paneepan Sombat — Fri, 15 Nov 2024 00:00:00 +0700

This research aimed to study 1) Hotel service usage behavior in Thailand, 2) The influence of factors affecting the efficiency of social media customer relationship activities and hotel service usage intention behavior in Thailand, and 3) The development of a structural equation model of these factors. The data were collected by purposive sampling from 400 hotel users through online bookings.

The results of the research found that the majority of the respondents were female, aged 25-35, had a bachelor’s degree, had an average monthly income of 30,001-50,000 baht, and were mostly self-employed or entrepreneurs. Most of them used hotels for travel and relaxation, traveled with their families, and had a frequency of stay of 2-3 times a year. They used Facebook as a channel for receiving news and information. The results of the test of the influence of the structural equation model were consistent with the empirical data. The relative chi-squared ratio index (CMIN/df) was 2.065, p-value was 0.000, CFI was 0.959, GFI was 0.949, RMSEA was 0.056, and RMR was 0.032. The results of the hypothesis testing found that: Customer engagement and e-service quality influence the effectiveness of social media CRM activities of hotel businesses in Thailand. The hypothesis testing results show that customer engagement and e-service quality affect the effectiveness of social media CRM activities, while customer knowledge management does not affect this effectiveness. Social media CRM activities are significant mediators between service intention and customer engagement and e-service quality, by encouraging customers to follow activities and information from the business.

Accounting Information Systems and the quality of management accounting information affecting performance of companies listed on the Stock Exchange of Thailand

Anocha Rojanapanich, Runglaksamee Rodkam , Somphoom Sawaengkun — Wed, 11 Dec 2024 00:00:00 +0700

This paper aims to 1) to explore accounting information systems, the quality of management accounting information and performance of companies listed on the Stock Exchange of Thailand and 2) to investigate accounting information systems and the quality of

management accounting information influencing the performance of companies listed on the

Stock Exchange of Thailand. Questionnaires were used as a tool for data collection. Accounting executives from assistant accounting managers and above from 250 companies located in Bangkok areas and listed on the Stock Exchange of Thailand were utilized as a sample. Percentage, mean and standard deviation (S.D.) were used in data analysis. Structural equation modeling analysis was utilized in hypothesis testing.

It was revealed that 1) overall, the accounting information systems and the quality of management accounting information were at the highest level while the performance of companies listed on the Stock Exchange of Thailand, overall, was at the high level and 2) the accounting information systems yielded a statistically significant positive direct effect on the performance and the quality of accounting information at 0.01 level while the quality of management accounting information did not yield a positive direct effect on the performance. Moreover, the quality of accounting information did not indirectly mediate the effect of the accounting information systems on organizational performance with statistical significance at 0.05.

The Effect of Metacognitive Strategy Instruction on the Comprehension Reading Abilities of Undergraduate Students

Kongkiat Khunasathitchai, Thaweesak Linkhome — Tue, 31 Dec 2024 00:00:00 +0700

English educators in Thailand should know that there is a need to incorporate reading strategy instruction into regular English classes to foster reading comprehension among high school students, as well as to foster motivation and positive attitudes towards English reading. There is evidence that reading strategies were not widely taught in high schools or middle schools in Thailand, and EFL students hoped that reading strategies should have been taught to them. The findings of this study were conducted on reading comprehension abilities using CALLA, a metacognitive strategy instruction, for four weeks. A one-shot case design was used to investigate the effects of metacognitive strategy instruction on the reading comprehension skills of 15 undergraduate tourism students. During the intervention, they used reading logs to reflect on their metacognitive awareness and self-regulatory mechanisms while they were engaged in reading tasks on the internet. Data from participants' reading logs were analyzed qualitatively. The findings reveal that metacognitive strategy instruction can increase students’ reading comprehension skills. In addition, the results imply that metacognitive awareness increased. Thus, they have become strategic readers and autonomous learners. However, they also require vocabulary and syntax instructions and exercises. In addition, Reading Comprehension Strategies for the Internet should be taught to students. Recommendation 1. Although lower-level students' reading comprehension abilities improved after the four-week metacognitive strategy instruction, instructing lower-level readers should take a longer time. Many models of reading strategies are required for classroom demonstrations. 2 Because of their lack of knowledge of vocabulary and syntax sentences, teachers should review the basics of reading to help them tackle their reading problems, especially some tourism terms and complex syntax in a hypertext on a website.

Cosmetic purchasing decision behavior of consumers in Mueang District Phayao Province.

Suphasara Bunruang — Tue, 31 Dec 2024 00:00:00 +0700

The objectives of this research are 1) to study personal factors in deciding to purchase cosmetics. Consumers in Mueang District, Phayao Province 2) Study the decision-making behavior of consumers to purchase cosmetics. In the Mueang District Phayao Province 3) Study the relationship between personal factors and behavior in Deciding to buy cosmetics of consumers in Mueang District, Phayao Province. The sample group included consumers who had 385 people purchased cosmetics in Mueang District, Phayao Province, using a questionnaire as a tool. Data collection Statistics used in data analysis include percentage, mean, standard deviation, and correlation analysis using Chi-Square.

The results of the research found that personal factors in deciding to purchase cosmetics among consumers in Mueang District, Phayao Province are mostly female, between 20-30 years of age, and most have a bachelor's degree. cutting behavior Consumers' decision to purchase cosmetics found that the most common reason for purchasing cosmetics is that cosmetics are necessary for personality Factors affecting the decision to purchase cosmetics are product factors that have a frequency of Buying cosmetics once a month. Each time you purchase cosmetics, you will spend less than 500 baht on cosmetics by choosing to buy cosmetics from a department store. They like to buy cosmetics for the face the most and often go shopping for cosmetics with friends. The source of knowledge about cosmetics is the internet. The person who has the most influence on the decision to purchase cosmetics is the person who makes the purchasing decision. The results of the hypothesis testing found that there was a relationship between personal characteristics and behavior. Relationship to the decision to purchase cosmetics of consumers in Mueang District, Phayao Province, with statistical significance at the .05 level.

Perceived Value Affecting Consumers' Decision to Purchase Processed Kratom Products in Phra Nakhon Si Ayutthaya Province

Rattakhed Issaro , Patcha Treemongkol — Tue, 31 Dec 2024 00:00:00 +0700

The research aims to 1) study the perception of value and decision to purchase processed kratom products of consumers in Phra Nakhon Si Ayutthaya Province, 2) study the perception of value that has a positive effect on the decision to purchase processed kratom products of consumers in Phra Nakhon Si Ayutthaya Province. The sample group consisted of 385 consumers who had experienced using processed kratom products, both retail and wholesale buyers. Statistics used in data analysis are frequency, percentage, mean, and standard deviation. Besides, the hypothesis was tested using multiple regression analysis statistics. The research results found that overall, consumers perceive the value of product quality at the highest level. Overall, the perception of the issues of price value, knowledge, and safety is at a high level. The level of decision-making to purchase processed kratom products of consumers in Phra Nakhon Si Ayutthaya Province, overall, is at a high level. The results of the hypothesis testing found that perception of the issues of value product quality price knowledge and safety has a positive effect on the decision to purchase processed kratom products of consumers in Phra Nakhon Si Ayutthaya Province. The results of this research support entrepreneurs to use it to determine strategies for publicizing consumers ' knowledge about the benefits of processed kratom products and making the decision to buy processed kratom products.

A Model Integrating Buddhist Teachings and Resilience Quotient to Prevent Victimization by Pseudo-science in Thai Society

Sudjai Phookonglee, Winyu Kinasen — Sun, 26 Jan 2025 00:00:00 +0700

The aims of this research were set out as follows. Firstly, it aimed to assess the level of victimization experienced by individuals influenced by pseudo-scientific beliefs in Nakhon Pathom province. It also sought to examine the public's interest in using educational monasteries as a learning center to safeguard themselves from victimization associated with their pseudo-scientific beliefs. Secondly, the study aimed to create a model rooted in Buddhist principles to enhance mental resilience and prevent victimization related to pseudo-science in Thai society. The research employed 3 participant groups. First, 400 participants from Nakhon Pathom completed surveys about victimization related to pseudo-scientific beliefs and the public's interest in using educational monasteries as a learning center to protect themselves from being victims related to their pseudo-scientific beliefs. Second, 10 participants underwent structured interviews to provide more detailed insights. Third, 6 experts participated in focus group discussions to validate the model's content. Research tools included questionnaires, structured interviews, and focus group discussions, all validated by five experts. Statistics used in this research included frequency, percentage, mean, and standard deviation.

The survey results indicated a moderate level of victimization in connection with pseudo-scientific beliefs in the area, with a tendency for the public to consider educational monasteries as protective learning centers. The model consisted of four elements called FSS Model. The first element, flexible with Thinking Competency (FTC), focuses on enhancing mental flexibility through the principles of Yonisomanasikāra (proper consideration) and Lokadhamma (worldly conditions). The second element, Strong with Coping Competency (SCC), strengthens the mind by applying the principles of Sammādiṭṭhi (right view) and Sammāsaṅkappa (right thought) to problem-solving. The third element, Stable with Utilizing Competency (SUC), is all about fostering emotional stability through the practice of Sammāsati (right mindfulness) and Sammāsamādhi (right concentration).

Effect of Travel Motivation and Tourist Satisfaction on Thai Tourists' Travel Decisions in Shanghai, China

Zhang Jieyu, nittaya wongyos — Tue, 31 Dec 2024 00:00:00 +0700

This research article were objectives 1) to study the level of motivation opinions. Satisfaction and decision to travel in Shanghai, China, of Thai tourists 2) To study the influence of motivation and satisfaction on the decision 8to travel in Shanghai, China, of Thai tourists. Research tools It's a questionnaire. The sample group consisted of 385 Thai tourists who visited Shanghai, China, using a questionnaire as a tool to collect data. Statistics used in data analysis include percentage, mean, and standard deviation. and multiple regression analysis using Enter.

The results of the study found that 1) Importance level in terms of motivation and satisfaction that affect Thai tourists in deciding to travel in Shanghai, China, the overall level is at a high level. 2) The results of the multiple regression test using the Enter method found that motivation, Satisfaction affects Thai tourists in deciding to travel in Shanghai, China, with statistical significance at the 0.05 level Suggestions: It is necessary to protect the natural scenery and historical buildings in the tourist spots, create a suitable environment for tourists to relax or bring their families to relax, improve all aspects of the tourist spot situation (beauty/cleanliness/convenience/service), and do a good job of advertising and public relations for Shanghai tourism, which will make consumers decide to visit sooner.

Punitive Damages in Non-Consumer Cases

Pimjai Ruenrerng, Nantharat Techama, Siriporn Maneepun — Tue, 31 Dec 2024 00:00:00 +0700

Punitive damages have been enacted in Thai Law in consumer cases and non-consumer cases since B.E. 2545. It has been enacted in Trade secret Act B.E. 2545 and, then, enacted in the other Acts. These Acts have both Laws in consumer cases and non-consumer cases. The objective of this research is to study the principles of punitive damages, which are enacted in law in non-consumer cases, the court decisions that apply the punitive damages and the defects of the law to suggest further amendments to the law.

According to the study of six acts of non-consumer cases: Trade Secret Act B.E. 2545, Empowerment of Persons with Disabilities Act B.E. 2550, Gender Equality Act B.E. 2558, Human Trafficking Criminal Procedure Act B.E. 2559, Minerals Act B.E. 2560 and Personal Data Protection Act B.E. 2562, it is found that there were many judgements in the trade secret infringement case, case of unfair discrimination against disabilities and human trafficking cases whereas the court decisions about the disputes under Gender Equality Act, Minerals Act and Personal Data Protection Act are not found. On the other hand, in the defects of the law, it is found that the Human Trafficking Criminal Procedure Act did not specify the maximum of punitive damages and the Personal Data Protection Act did not indicate the special motive to determine the punitive damages. Therefore, it should be amended to make law enforcement more efficient.

A Study of Learning Achievement in Pyramids, Cones, and Spheres for Mathayomsuksa 2 Students Through a Learning Management System in the GeoGebra Classroom

Tue, 31 Dec 2024 00:00:00 +0700

This research aimed to investigate the impact of GeoGebra Classroom on the academic achievement and satisfaction of Mathayomsuksa Two students learning about pyramids, cones, and spheres. The study involved 34 students from Ban Takhun Witthaya School who were randomly selected using cluster sampling. The data was collected using pre-and post-tests to assess academic achievement and a questionnaire to evaluate student satisfaction. Significant improvements in academic achievement

Students’ post-test scores on pyramids, cones, and spheres were significantly higher than their pre-test scores (p < .05), indicating that the GeoGebra Classroom effectively enhanced their understanding of these concepts. Achievement above the 70% benchmark: a significant portion of students (p < .05) scored above the 70% benchmark on the post-test, demonstrating that GeoGebra Classroom helped them achieve the learning objectives. In terms of high levels of student satisfaction: Students expressed high levels of satisfaction (mean score of 4.51) with learning about pyramids, cones, and spheres using GeoGebra Classroom. The findings of this research demonstrated that GeoGebra Classroom is an effective tool for teaching pyramids, cones, and spheres to Mathayomsuksa Two students. It leads to significant improvements in their academic achievement and fosters a positive learning experience.

Innovation and Preservation of Guangdong Traditional Furniture

Xi qiong Yi, Imelda Hermilinda Abas — Tue, 31 Dec 2024 00:00:00 +0700

Guangdong furniture occupies a prominent position in China's cultural legacy, boasting a long and storied history spanning several centuries. This study explores the innovation and conservation of traditional furniture in Guangdong, providing insight into the detailed patterns, skilled craftsmanship, and distinctive materials that contribute to the uniqueness of these items. The Ming and Qing dynasties were pivotal eras in Chinese history, celebrated for their rich cultural heritage and innovative achievements. The dynasties that were present in Guangdong exerted a significant impact on the evolution of furniture designs. The finding highlights the need to preserve antique furniture styles from Guangdong. The investigation into the cultural importance of Guangdong traditional furniture has uncovered the significant influence these items have had on the creative and architectural scenery of the province. Guangdong furniture showcases a profound admiration for craftsmanship and aesthetic beauty, as shown by its complex carvings and construction techniques. Furthermore, incorporating contemporary technology into the traditional furniture manufacturing industry in Guangdong has become a crucial domain of innovation. Artisans can produce outstanding furniture by blending traditional craftsmanship with modern processes, satisfying the needs of modern consumers. Scholars and artisans are collaborating to safeguard the lasting legacy of Guangdong furniture by adopting modern technology, preserving ancient processes, and studying the cultural importance of these pieces.

Influence of Self-media Propagation Power on the Transmission Effect of Chinese Traditional Clothing Culture

Jianfeng Gao, Somporn Srichum, Anong Rungsuk — Tue, 31 Dec 2024 00:00:00 +0700

The main goal of this study is to make use of the communication power of self-media to better promote and popularize Chinese traditional clothing culture. In the research process, self-media accounts are mainly used to publish short videos and pictures related to Chinese traditional clothing culture, and the reactions of followers and background data of some self-media software are used as research objects. Based on existing literature, the influence of self-media accounts, media and communication content are taken as independent variables. With the cognitive-attitudinal-behavioral (ABC attitude theory) and social cognitive theory of psychology as the mediating variables, and the communication effect of traditional Chinese clothing culture as the dependent variable, the relationship between each variable is analyzed. Through the sample data obtained from the questionnaire, quantitative research is conducted to find ways to improve the communication effect. Regarding recommendations for self-media platforms, we suggest enhancing user experience and functionality to attract more users to engage with content related to traditional Chinese clothing culture.

This includes providing more intuitive and convenient interface designs, as well as incorporating various interactive features to improve user satisfaction and loyalty. Additionally, we recommend platforms prioritize the promotion of traditional clothing culture content. By optimizing algorithms and personalizing content recommendations, more high-quality traditional cultural content can be presented to users, thereby increasing their exposure to traditional culture information. In terms of self-media influencers or hosts, we recommend that they enhance their professional knowledge and communication skills to increase their influence and appeal. This will encourage more users to explore and disseminate traditional Chinese clothing culture. Additionally, we emphasize the importance of diversity and depth in content. We encourage influencers or hosts to innovate in communication formats and methods to attract audiences with different backgrounds and interests, thereby expanding the audience base for traditional clothing culture.

A Study of the Needs of Teaching Classical Guitar Practice of Music Campus for General Public, College of Music, Mahidol University

Tanapon Thanasuwan, Dhanyaporn Phothikawin , Preeyanun Promsukkul — Tue, 31 Dec 2024 00:00:00 +0700

The objectives of this research are 1) To study the needs of teaching and learning for classical guitar practice at the music education center for the general public. College of Music Mahidol University 2) To propose guidelines for organizing teaching and learning for classical guitar practice at the Music Education Center for the General Public. College of Music Mahidol University The researcher used qualitative research methods. The researcher used the method of selecting key informants specifically (Purposive Sampling) which were 1) Teachers of classical guitar practice, 6 people, 2) Students. 11 students in classical guitar practice and 3) 11 students' parents using structured interviews and non-participant observation.

The results demonstrated that 1) Teaching and learning needs are 1) Curriculum and teaching activities. There should be a central curriculum of the institution. 2) Measurement and evaluation. Difficulty should be divided according to age. 3) Study location and surrounding atmosphere. The study room should be soundproofed. In terms of the market, needs have been proposed: 1) Promoting marketing in the online world, 2) A process for providing services related to learning management correctly and quickly. 2) Guidelines for organizing teaching and learning are: 1) Creating a central curriculum of the institution to provide the same guidelines; 2) Measurement and evaluation that is standardized by the institution; 3) Music classrooms that are standardized and modern. In terms of marketing, the guidelines are 1) Guidelines for promoting marketing in the online world, 2) Processes for giving advice on promotions, tuition fees, compensatory studies.

Approaches to Increase B2C Sales Volume of Bottled Drinking Water: A Case Study of a Wholesale and Retail Store in Phra Nakhon Si Ayutthaya Province

Suwaree Trisayaluk, Kittipong Sakornsathien — Tue, 31 Dec 2024 00:00:00 +0700

The purposes of this independent study are as follows: (1) to study consumer behaviors affecting decision to buy bottled drinking water (2) to study marketing mix factors affecting decision to buy bottled drinking water (3) to determine approaches to increase B2C sales volume of bottled drinking water. A questionnaire was used for collecting data from 400 samples of consumers in Phra Nakhon Si Ayutthaya Province. Statistics used for analyzing the data were frequency, percentage, mean, standard deviation, one-way ANOVA and LSD, multiple regression analysis. Study results were as follows: (1) different consumer behaviors in necessity for living, reason for buying, selected distribution channel, interesting volume of bottled drinking water, buying frequency, buying characteristic relating to brand loyalty, adaptation if price increased, opinion on product development affected decision to buy bottled drinking water differently at 0.05 level of statistical significance (2) marketing mix factors – process (beta = 0.30), physical evidence (beta = 0.24), people (beta = 0.20), product (beta = 0.15) influenced decision to buy bottled drinking water at 0.05 level of statistical significance and (3) approaches to increase B2C sales volume of bottled drinking water were sales forecasting which would result in effective inventory management to have suitable stock on hand, and store advertisements.

Correlation between Olympians’ and Officials’ Understanding of Olympic Values and their Involvement and Credibility Regarding the Olympic Games.

Tue, 31 Dec 2024 00:00:00 +0700

Several attempts have been made to examine the concept of Olympic values, which are deeply ingrained principles that guide an athlete’s actions, but little consensus has been reached. To determine the role of Olympic values in a host city, the researcher examined the correlation between Olympians’ and officials’ understanding of Olympic values and their involvement and credibility during the Tokyo 2020 Olympic Games. Data were collected from Olympians and officials using an online questionnaire during the Tokyo 2020 Olympic Games. There was a positive correlation between Olympic values and the involvement and creditability of the International Olympic Committee (IOC) and the Tokyo Organising Committee of Olympic and Paralympic Games (TOCOG) during these Olympic Games.

These results demonstrated that understanding the Olympic values reflected an attitude towards the involvement and creditability of the IOC and TOCOG. From a host city perspective, this study emphasised the need to take into account the attitude of those involved and their creditability, along with understanding the Olympic values. This study examined the involvement and credibility of the IOC and TOCOG in organizing the Olympic Games. Future study could investigate any differences between the IOC and the Organization Committee of Olympic and Paralympic Games (OCOG) in influencing safer Olympic Games. Researchers could also conduct qualitative research to explain the relationships, whether positive or negative, between the IOC and OCOG. Variables in addition to the Olympic values, including tangible benefits such as prize money for winning medals or incentives from sponsorship money, or monthly allowances during the preparation period, could also be studied to determine if these factors significantly influence athletes to participate in the Games, even in the midst of global crises.

The Product Feature on purchasing decision to purchase Toward facial skincare Products of Hada Labo at Big C Department, store in Bangkok and Metropolitan Region

Naruedol Yodwong, Prapimpun Limsuwan — Tue, 28 Jan 2025 00:00:00 +0700

The objectives of this research were to study different demographic factors that affected purchase decision for Hada Labo facial skincare of consumers at Big C Superstore in Bangkok Metropolitan Region, and to study important features that influenced customer’s purchase decision. The data for this quantitative research were collected by using questionnaire data from an unknown sample of 400 people between 1 October and 30 November 2023. The obtained data were analyzed using descriptive statistics such as frequency, percentage, mean, and standard deviation, and the inferential statistics including F-Test, One- Way ANOVA, Multiple comparison, Least Significant Difference (LSD), Multiple Regression Analysis.

The results of the study revealed that most of the respondents were female, aged between 20-30 years old, graduated with bachelor's degree, received average income of 20,001 - 30,000 THB/month, worked as private company employees, purchased facial skincare products 1-2 times/month, and purchasing facial skincare products between 500 – 1,000 THB per time for facial skincare products. The differences in demographic factors such as gender, income, occupation, and money spent on facial skincare products per time had significant impact on purchase decision at a significance level of 0.05. Regarding product features in aspect of benefits, physical evidence, emotional appeals, and company/brand reputation affected purchase decision with statistical at a statistically significant level of 0.05.

A Study of Effective School Management of Primary School in Nonsuwan District under the Office of Buriram Primary Educational Service Area Office 3 as Perceived by Administrators and Teachers

Sithichai Kalasi — Tue, 31 Dec 2024 00:00:00 +0700

The purposes of this research were to 1) study on the effective management conditions of primary schools in Nonsuwan district, under the Office of Buriram Primary Educational Service Area Office 3 as perceived by administrators and teachers. 2) comparative study of effective management of primary schools in Nonsuwan district, under the Office of Buriram Primary Educational Service Area Office 3 as perceived by administrators and teachers, classified by school type. The sample consisted of administrators and teachers of primary schools in Nonsuwan district, under the Office of Buriram Primary Educational Service Area Office 3, 97 people. The research instruments utilized in this study include a questionnaire Data analysis for the questionnaire involves percentage, mean, standard deviation, and t-test.

The research found. 1) The effective management conditions of primary schools in Nonsuwan district, under the Office of Buriram Primary Educational Service Area Office 3 as perceived by administrators and teachers in general and in specific aspects, it ranked highest. The top three averages are in the areas of professional administrator and teachers, followed by organizational learning, and emphasis on learning outcomes. 2) Comparative study of effective management of primary schools in Nonsuwan district, under the Office of Buriram Primary Educational Service Area Office 3 as perceived by administrators and teachers, classified by school type found that the overall and in specific aspects, there were no statistically significant difference at the .05 significance level.

Cultural Tourism Experience in the Digital Age: Design of Gamified Digital Tool for the Younger Generation

Fankai Nie, Atithep — Tue, 31 Dec 2024 00:00:00 +0700

In today's rapid digitalization and information age, traditional cultural tourism methods can no longer meet modern tourists' changing needs and expectations. The introduction of gamification and digital tools provides essential opportunities for development in the tourism industry. This paper reviews the existing literature on gaming and digital tools for cultural tourism and proposes a new approach that combines gamification and digital tools.

The study presents the various stages and methods required to design gamified digital tools for cultural tourism based on the mechanism-dynamic-aesthetic (MDA) framework. It emphasizes how it can adapt to the personalized experience needs of the younger generation. Researchers outline future research areas, focusing on making cultural tourism more sustainable by finding exciting and innovative ways to engage tourists in cultural tourism. The results are of enormous significance for understanding the role of gamification in enhancing the cultural tourism experience and providing application guidance for product design in cultural tourism. Based on the previous user analysis, this study developed a gamification digital tool for cultural tourism based on the MDA framework, aiming to enhance the tourism participation and experience of younger tourists. Further research will concentrate on the outcomes of implementing digital gamification tools, specifically examining whether these tools foster positive attitudes and emotions among tourists, thereby enhancing their understanding of the attractions and fostering shared experiences. Suppose the results of this study can help improve the digital natives' tourism experience. In that case, we hope to explore its wide application and long-term impact in different cultural contexts through further research and promote the sustainable development of cultural tourism.

Theoretical Analysis of Teaching Models for Snowboarding Beginners

Siqi Zhang, Atithep Chaetnalao — Tue, 31 Dec 2024 00:00:00 +0700

This paper reviews a variety of educational theories and models for teaching snowboarding beginners, including the ADDIE model, Kolb's experiential learning theory, Bloom's cognitive domain educational objectives framework, and Gagne's nine-step instructional model, and evaluates their effectiveness and applicability. We found that these models and theories can significantly improve the quality of instruction and learners' overall experience, particularly in skill acquisition and theory application. However, the educational environment, resource constraints, insufficient educator-learner interactions, and the limitations of the theories themselves lead to a significant gap between theory and practice. The article suggests that educators should continue to explore and experiment with different instructional models, making necessary adjustments to suit specific teaching and learning environments and learner needs. The article also suggests conducting more empirical studies to validate the long-term effectiveness of these instructional models and explore ways to reduce the discrepancies between theory and practice, thereby optimizing teaching strategies and improving educational outcomes. This study found that each of these instructional theories and models has its own unique strengths and limitations when applied to the education of snowboarding beginners, such as the ADDIE model, Kolb's theory of experiential learning, Bloom's cognitive domain educational goal framework, and Gagne's nine-step instructional model. They provide a wealth of methods and perspectives for snowboarding teaching, helping educators to choose the most appropriate teaching strategies according to specific teaching needs and learners' characteristics. However, the educational environment, resource constraints, insufficient interaction between educators and learners, and the limitations of the theories themselves lead to a gap between the theories and their practical application. Nonetheless, the judicious application of these theories and models can significantly improve the effectiveness of teaching and learning, especially in terms of enhancing learners' skill acquisition and overall learning experience.

A Study on The Impact of Big Data on Education Management in Chinese Universities and Countermeasures.

Shen Gao — Fri, 31 Jan 2025 00:00:00 +0700

Big data is significantly impacting all aspects of human society, leading to a transformation in people's cognitive, operational, and lifestyle patterns. Furthermore, it alters the productivity and production relationships within society and is considered a valuable asset for the future, comparable to "new oil," "new gold mine," "new resources," and an "innovation engine." It is considered a very valuable asset for the future, comparable to "new oil," "new gold mine," "new resources," and a "new engine" for innovation. Since 2012, the United States, the United Kingdom, France, Japan, South Korea, and other developed nations have prioritized big data as a key component of their national strategies. In 2015, China explicitly stated its objective of "implementing the national big data strategy" during the Fifth Plenary Session of the 18th CPC Central Committee.

To address the challenges posed by the era of big data, the government must collaborate closely with corporations, universities, and research organizations and harness society's collective strength to actively participate. In and universities will play a significant role and exert influence in this current era of big data. Despite the numerous challenges faced by China's education big data sector, university big data research possesses distinct advantages, making the future of big data research and application in education administration highly promising. Management is a form of productivity that can be more crucial than other elements in certain situations. The integration of big data into education management indicates a significant advancement in the field of education management in colleges and universities. Utilizing big data enables us to forecast trends, extract value, and encourage colleges and universities to generate new knowledge more intelligently. In contrast to big data applications in the business sector, big data in universities primarily emphasizes the exploration of correlations and the subsequent identification of causal linkages.

The Management Guidelines for Alternative Private Schools: A Case Study of Nandachart Grade School, Chiang Mai Province

Thanakorn Kasornsombut, Prapatsorn Somsathan — Tue, 31 Dec 2024 00:00:00 +0700

This research aims to study the current situation, desired state, and needs of alternative private school management, with Nandachart Grade School in Chiang Mai as a case study. It also aims to explore management approaches for alternative private schools, using Nandachart Grade School as a case study. This mixed-methods research consists of two phases. In Phase 1, the current situation, desired state, and needs of alternative private school management at Nandachart Grade School were studied. The target group for Phase 1 was 13 educational personnel from Nandachart Grade School. A questionnaire was used as a research tool, with an Item-Objective Congruence (IOC) index ranging from 0.67 to 1.00 and a reliability coefficient of 0.971. Quantitative data analysis involved frequency, percentage, mean, standard deviation, and the Priority Needs Index (PNI modified). In Phase 2, qualitative research was conducted to explore management approaches for alternative private schools at Nandachart Grade School. The target group for Phase 2 was 35 parents of students. Interviews were conducted, and data was analyzed using content.

The research findings revealed the following: 1)The overall current state was at a moderate level, while the desired state was at a high level. The priority needs index, ranked from highest to lowest, was as follows: budget management, human resource management, general administration, and academic administration. 2)The proposed management approaches for Nandachart Grade School, an alternative private school, are as follows: actively seeking feedback, organizing diverse activities linked to real-life situations, establishing a committee to evaluate teachers' performance for morale and motivation, providing appropriate welfare benefits and salaries commensurate with abilities, promoting continuous education and training, ensuring transparency and accountability in information disclosure, and building external networks with educational institutions.

Service Quality Affecting Chinese Consumers' satisfaction Using Of 3-star Hotels in Shanghai

Zhang Jinrui, nittaya wongyos — Tue, 31 Dec 2024 00:00:00 +0700

This study objectives are 1) To study the level of opinions regarding service quality. and the satisfaction of Chinese consumers in using 3-star hotels in Shanghai. 2) To study the service quality that affects the satisfaction of Chinese consumers in 3-star hotels in Shanghai. Research tools It's a questionnaire. The sample group consisted of 385 Chinese consumers who had stayed at 3-star hotels in Shanghai using a questionnaire Statistics used in data analysis include percentage, mean, and standard deviation. and multiple regression analysis using Enter.

The results of the study found that 1) In the five dimensions of service quality, the level of tangibles, reliability, responsiveness, and empathy, was at the high level, and the level of Assurance, was at the medium level 2) The results of the multiple regression test using the Enter method found that service quality affects Chinese consumers' satisfaction in using 3-star hotels. stars in shanghai Statistically significant at the 0.05 level. Trustworthiness affects the satisfaction of Chinese consumers. We must promote the development of employees' abilities so that they are efficient in their work and can apply the knowledge and skills necessary for their work to further develop. This can be done by providing training to employees and strengthening behaviors that create trust in the organization, such as attending various trainings, meetings and evaluations, and organizing activities to strengthen relationships within the organization so that employees are capable, resulting in the hotel being more trustworthy.

Legal Issues on Employment and Protection for Persons with Disabilities in Establishments

Jutaphorn Sakrat, Praphasri Buasawan — Tue, 31 Dec 2024 00:00:00 +0700

Under the Empowerment of Persons with Disabilities Act of B.E. 2550 (2007), employers are required to hire individuals with disabilities in accordance with proportions specified by the Minister of Labor, to enhance employment opportunities for people with disabilities. If establishments choose not to hire people with disabilities, they have the option to contribute financially to the Fund for Empowerment of Persons with Disabilities instead. However, this option offered by the Act often leads to fewer employment opportunities for disabled individuals.

Labor protection under the Labour Protection Act B.E. 2541 (1998) establishes minimum standards to safeguard employees from potential exploitation or infringement of their rights by employers. This legislation aims to provide equal protection to all employees, without discrimination. However, the enforcement of labor protection laws for disabled employees facing physical limitations, health issues, or other obstacles has highlighted legislative inequalities and inadequacies. This has resulted in ineffective and incomplete support for workers with disabilities, failing to align with international standards for labor protection concerning disability rights. The researcher chose to study legal issues on employment and protection for persons with disabilities in establishments and focused on backgrounds, concepts, and theories related to employment and protection for persons with disabilities, including international legal measures, foreign laws, and Thai laws. The purpose is to propose amendments to appropriately and effectively legislate employment and protection for individuals with disabilities in establishments.Therefore, it is appropriate to amend the Empowerment of Persons with Disabilities Act B.E. 2550 (2007) and the Labour Protection Act B.E. 2541 (1998).

The Use of Active Learning Innovation and Task-based Learning to Promote Reading Skill through Text Online for Primary School Students in the 2nd Grade

Kannarong Sonsakul, Opas Horasit, Natthaporn Srisongkram — Tue, 31 Dec 2024 00:00:00 +0700

This research aims to 1) study and develop an innovative active learning and task-based teaching to promote English reading skills from online media of grade 2 primary school students to be effective according to the specified criteria, which is 75/75, and 2) compare the English reading skills of students before and after using the innovative active learning and task-based teaching to promote English reading skills from online media of grade 2 primary school students. The sample group consisted of 100 grade 2 primary school students in Ratchaburi Primary Educational Service Area 2, selected by purposive sampling. The data were analyzed using statistics, namely percentage, mean, standard deviation, and t-test, which were independent of each other.

The result found that: 1) the effectiveness of active learning innovation and task-based learning to support the English reading skill through the text online, an average was at 75.42/83.11, 2) the achievement of the students after learning model with the active learning innovation and task-based learning through the text online, showed the learning achievement was higher than prior learning, with an significance at 0.05, and 3) the students’ satisfaction towards the active learning innovation and task-based learning to promote English reading skill through the text online, an overall was highest.

Tourism Management through Community Participation for Sustainable Development

Rungtiwa Thanam , Sudsant Sutthisan, Suwanna Kheowphakdee , Thaksina Saen-yen — Tue, 31 Dec 2024 00:00:00 +0700

This research aims to 1) explore the challenges and obstacles in tourism development, and 2) examine community participation in sustainable tourism development. A qualitative research methodology was employed, including document analysis and focus group discussions. The findings reveal that: 1) the primary challenges in tourism development include issues related to tourism policy—Umphang District lacks clear and appropriate policies and development plans tailored to the area's unique needs. Additional challenges involve a lack of knowledge and understanding of sustainable tourism practices, regulatory constraints from government agencies on sustainable tourism development, and budgetary limitations. Sustainable tourism development requires funding for the management and maintenance of natural resources, as well as the creation of eco-friendly facilities. 2) Community involvement in sustainable tourism development is currently limited, with private sector engagement focused on infrastructure investments, such as hotels, resorts, restaurants, and various amenities. These contributions enhance the quality of tourism in Umphang, offering visitors an improved experience.

To promote sustainable tourism development through community participation, it is recommended to foster training and educational programs for the local community on sustainable tourism and resource management. Collaboration among the community, government, and private sector should be encouraged to ensure comprehensive and equitable tourism development. Additionally, a sustainable resource and environmental management plan should be established to minimize tourism's impact on the area.

Analysis of the Causes of Needs of Positive Psychology Classroom

Phurithat Chaiwattanakun — Fri, 31 Jan 2025 00:00:00 +0700

The purpose of this research was to 1) analyze the needs of positive psychology classroom, 2) analyze the causes of positive psychology classroom needs. The research example used in this research is students in mattayom 1-6 from the professional learning community schools. The research tool is a questionnaire on the needs of positive psychology classroom. he data were analyzed using descriptive statistics, mean, and PNI_modified and standard deviation. The causes of needs positive psychology classroom by using a Fault Tree Analysis.

The results showed that 1) the need for positive emotions was the first PNI_modified = 0.275 2) The cause of the need for positive psychology classroom needs was analyzed by 10 experts. The first reason is that the rules in the school are not clear 28 percent, followed by lack of knowledge and skills in classroom management and lack of up-to-date information. 21 percent equally. Suggestions for applying the research results 1)The need for a positive classroom environment, in terms of positive emotions, can be used to consider the causes in order to find solutions to the problem. The professional learning community network schools may give importance to the positive psychology classroom environment along with the joint development of lessons. 2)The cause of the need for a positive psychology classroom environment may be due to unclear school rules. Each school should set clearer rules, allowing all parties to participate and acknowledge them together.

Guidelines for Appropriate Nutrition Management for Police Lance Corporal Students at Training Center of Provincial Police Region 5

Jakkapong Wongpitakkul — Tue, 31 Dec 2024 00:00:00 +0700

The objectives of this research were to explore the personal factors of police lance corporal students, to determine the components of nutrition management for police cadets, and to obtain guidelines for appropriate nutrition management for police lance corporal students at Training Center of Provincial Police Region 5. The study was divided into three stages included stage one, the personal factors of police cadets; stage two, the components of nutrition management for police cadets; stage three, the guidelines for nutrition management for police cadets. Data were collected using questionnaires from 133 samples that selected through simple random sampling. Data analysis were included frequency, percentage, and mean.

The result revealed that 1. The personal factors of police lance corporal students to The most police lance corporal students were 20 years old with an average weight of 65.02 kg., an average height of 171.27 centimete, and an average body mass index (BMI) within the normal range. The police lance corporal training for about 6-7 days per week. 2. The components of nutrition management for police cadets to (1) Their basal metabolic rate (BMR) average at 1658 kcal. and (2) Their total daily energy expenditure (TDEE) was average at 2,860 kcal. 3. Guidelines for appropriate nutrition management for police lance corporal students to The energy expenditure varied according to daily activities. The average nutritional values consisted of carbohydrates (1887 kcal, 471 g), protein (486 kcal, 121 g), and fat (486 kcal, 54 g).

Leadership and problems of strategic nursing leaders in private hospitals in Bangkok

Penchun Saenprasarn — Tue, 31 Dec 2024 00:00:00 +0700

This research article has the following objectives: 1. To study the components of strategic nursing leadership in private hospitals in Bangkok; 2. To study the problems of strategic nursing leadership in private hospitals in Bangkok. Use qualitative study employing in-depth interviews. The key informants consisted of 14 nursing executives selected through purposive sampling. The objectives were to investigate the strategic nursing leadership in private hospitals in Bangkok and the challenges faced in achieving strategic nursing leadership within this context. Data were analyzed using a descriptive content analysis approach.
The findings reveal that strategic nursing leadership in private hospitals in Bangkok comprises a willingness to learn, fostering unity, possessing nursing and leadership skills, and having a foundation of vision, decisiveness, and the ability to work collaboratively. The challenges identified include: 1) unclear management policies from senior hospital executives, 2) lack of preparation and effective qualifications of nursing executives, including insufficient courage and decisiveness, as well as misalignment with organizational cultural contexts, and 3) ineffective and incomplete communication. In conclusion, the development of strategic nursing leadership is essential for improving nursing management systems to adapt effectively to changes. Addressing the identified challenges will enable nursing leaders to transition into strategic leadership roles more effectively.

Accommodating the Risks of Elderly Tourists For small hotels in Mueang Tak District, Tak Province

Tue, 31 Dec 2024 00:00:00 +0700

This research article aimed to develop a risk management model for elderly tourists for small hotels in Mueang Tak District, Tak Province by applying the concept of Importance-Performance Analysis (IPA) to assess the level of risk importance, taking into account the perspective of elderly tourists as the main factor and at the same time considering the risk management of small hotels in Mueang Tak District, Tak Province.

The research results to determine the guidelines for developing the management model of small hotels to support the risks of elderly tourists in Mueang Tak District, Tak Province consist of 4 aspects: building, room, environmental health, and service. Recommendations for small hotel operators include CPR equipment, AED in case elderly tourists have an accident or emergency, disease prevention measures, and air filters or ozone sprayers should be installed in the rooms to kill germs. The room should also be clean. If there is a disinfection process to ensure that there are no germs or contaminants in the room before elderly tourists stay, this will help this group of tourists feel safe, confident, and decide to use the service. In addition, various communication signs may be changed to use pictures instead of letters, using colors and sizes that are clearly visible.

The Structures of Sport Tourism System in Different Stages of Tourism Development Life Cycle: The Case of Buriram Province

Tue, 31 Dec 2024 00:00:00 +0700

This research article aims to study the situation and behavior, structure, components, and present the development strategies of sports tourists in Buriram Province before and after the COVID-19 situation. This research is a research and development that has both quantitative and qualitative data collection processes. The main informants are the government sector and tour operators. The population used in this study is tourists who have visited and tourists who visit Buriram Province.

The research findings were as follows:1) For about the tourism situation and needs, the study found that the Buriram Province has the potential of tourism resources and is ready to develop sports tourism management. 2) the structures of sport tourism system in different stages of tourism development life cycle strategies: the case of Buriram Province is 1.Introduction Stage2. Growth Stage3. Saturation Stage 4. Decline Stage 3) Sports tourism management model: the case of Buriram Province was consisted of visions, missions as well as strategies “BRM SPORT Model”: 1)B – Believe 2) R-Research 3) M- Management 4) S – Standard 5) P – Participation 6) O – Organizing 7) R – Responsibility 8) T - Technology and Innovation 9) K – Knowledge.

China's SMEs and their competitive advantages

Xu Li, nittaya wongyos — Tue, 31 Dec 2024 00:00:00 +0700

Academic articles have a purpose. 1) study the competitive advantage of SMEs in China. The qualitative research method is document analysis, analysis, synthesis and descriptive presentation.

The study found that SMEs are an important foundation for building a modern economic system and promoting high-quality economic development. They are an important source of support for expanding employment and improving people’s livelihoods, and are an important source of entrepreneurs. Therefore, good SME business is of great significance for stabilizing employment, finance, foreign trade, investment and expectations, and enhancing the competitiveness of the economy in the long run. The concept of creating competitive advantage for SMEs, focusing on current demand and value creation, has gradually taken an important position in all countries’ industries. The construction of supply chains starts from the selection and allocation of materials to the production process, which allows Chinese garment and textile enterprises to improve production efficiency based on quality, and has important advantages in rapid response and relatively low labor cost, which makes Chinese garment and textile products highly competitive in the international market. The establishment of competitive advantages is 1) effective supply chain management, 2) product differentiation and innovation, which are competitive advantages that create distinctiveness and value for products, and 3) rapid response to customer needs creates satisfaction and impression of the organization’s services.